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Tchotchke Smotchke -- Of all the items in the marketer’s bag of tricks, the one most likely to excite clients — and least likely to be understood by them — is the promotional item. People who work hard to build their businesses — and are proud of what they created — want to see their business identity out in the world. Ellen North of Concept Marketing and Promotions has a tremendous amount of good advice for selecting and using promotional items Read more ...

Is It Time to Make Lemonade? --The economic downturn has just about everybody nervous — and worried about what will come next. It’s unclear what will happen with the financial markets, and credit — so easy to obtain just six months ago — is now tight and getting tighter. This puts most of us in a sort of state of suspended animation -- afraid to do the wrong thing, so many organizations are doing nothing. Read more ...

Three Folds, 12 Tips -- The most common piece of marketing literature is actually also the trickiest to produce. Of course I’m referring to the trifold brochure, and just about everybody uses i.:The difficulty in producing it is not in getting it done; a trifold can be created more quickly and at less expense than almost any other brochure format. But therein lies the rub. Read more ...

Memories of an Accidental Marketing Genius -- Twenty-five years ago I encountered a college professor who was a marketing genius. She wasn’t in the business school or in one of the communications-related disciplines; she was in the humanities. But she produced a course description that was so effective, compelling and direct that it reeled in four hundred students every semester. Read more ...

That Old College Try -- In New York City, where I live, it seems that it’s impossible to go more than a few blocks without seeing an ad for some college or other. In some ways, it makes sense: we have many good — and some great — institutions of higher learning here, and an enormous audience hungry for self-improvement. What is surprising is how few of the ads really stand out. Read more ...

How Can You Tell When Your Message Starts Falling Flat? -- Tires need to be pumped up periodically in order to remain functional. We know it, we do it, we think nothing of it. Messages, too, begin to flatten with use.The unfortunate fact is that every message, no matter how potent it was at one time, will eventually lose its steam. Read more ....

How Do You Make an Accounting Firm Interesting? -- When you first read the title of this piece, you may have chuckled; almost certainly you would not be surprised if it’s the first line of a joke. But it’s not a joke at all. It’s a serious marketing communications issue facing accountants and numerous other professional service businesses. Read more ...

How Do You Make a Law Firm Interesting? -- Law firms get a lot of play on television, where they are always portrayed as interesting – at least when it comes to their members’ peccadilloes. But as an attorney or someone who works closely with attorneys, you know that no courtroom drama depicts the way it is in real life.
Read more ...

Built-In Marketing Tools: Using Your Unique Voice -- Does only a fraction of your marketing plan get executed each year? Every year you go through the same thing. Bold plans are sketched out, and the list goes on. And so, unfortunately, does the percentage of it that remains unfinished. Read more ...

How to Work with an Outside Writer -- Writing is an activity many people dislike, often intensely. This is especially true for writing in a business context, where the stakes can be high. So it is no wonder that people often turn to outside experts for help in creating material. Read more ...

Do You Know How Your Clients Really Feel? -- Have you ever lost a good client without knowing why? You’re not alone. Studies show that at least 90% of professional service client relationships that end do so without a single word of dissatisfaction. This is bad news. Read more ...

Are You Out of Touch with Your Clients? -- Does your business rely on clients to do the work of keeping in touch? By failing to keep contact with clients, you’re allowing the good will you earned in providing the initial service to dissipate. And you may not be the first name that comes to mind the next time the client—or someone they know—needs something you can provide. Read more ...

Must Marketing Materials Be Boring? -- Ever wonder why your marketing materials aren’t bringing in the results you want? Sure, they look good, and you took a lot of trouble to get just the right words down—or at least you thought you did. Let’s take another look. Read more ...

Is There Too Much to Say About Your Business? -- Does only a fraction of your marketing plan get executed each year? Every year you go through the same thing. Bold plans are sketched out, and the list goes on. And so, unfortunately, does the percentage of it that remains unfinished. Read more ...

Cat Got Your Pen? -- Do your clear ideas turn to mush when you try to write them down? You can picture exactly what you want to say. You’ve gone over it in your mind again and again, and the concepts are crystal clear. Then you snap out of your reverie. That vas tpiece of blank paper—or the terrifying infinity of an empty screen—still stand before you. Read more ...

Is Marketing Your Start Up a Non-Starter? -- You’ve decided to open a business. Congratulations. You probably thought a lot about it before you got going—what you have to offer, how you’re going to offer it, who you’re going to offer it to. And, like most new small businesspeople, you probably didn’t think too much about sales and marketing. So now you’re sitting there, with a lo tmore time than money on your hands, wondering if you’re really going to be able to make this dream fly. Read more ...

Having Trouble Getting the Message Out? -- Are your written materials working as hard for you as they can? Do they look and feel distinctive from similar materials your competitors use? Do they offer a clear value proposition? Powerful written material can be key in establishing—and keeping—credibility with prospects, customers and even members of your own organization. Read more ...

7 Tips for Marketing a Coaching Practice -- Awareness of coaching has climbed significantly over the past several years and that’s good news for coaches .Most people find their coaches through referrals, but referrals alone are not enough to keep most practices busy, though.Coaches need to develop focused, shrewd communications and marketing programs ... Read more.

7 Tips for More Effective Higher Education Marketing Materials --
A higher education is one of the costliest—and potentially most rewarding—purchases most Americansmake. It is also one of the least tangible and most difficult to market effectively. Here are seven broad,common-sense concepts to bear in mind when developing marketing materials for an academic institution. Read more ...