Author Archives: Kim Wallace

Why Alka Seltzer Promotes “Plop Plop, Fizz Fizz,” Not “Plop, Fizz”

Have you ever wondered why Alka Seltzer commercials always shows two tablets, not just one, being dropped into the fizzing water? Well, when I was back on Madison Avenue a fellow agency person shared a marketing research secret with me: … Read More

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Why Ajax and Google Were Careful Not to “Toss Out Their Babies with the Bathwater”

Many basic marketing principles aren’t different in today’s Internet Age than back in the “white knight” sixties. It’s just that there are lots more options, more/different places to buy, and the consumer is now in charge. Marketers need to realize … Read More

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The 10 B2B Buyer Myths

The Secrets of B2B Buyers that Vendors Don’t Understand Kimball Wallace, Wallace & Washburn’s DecisionMODE Buyer BehaviorGroup Bob Johnson, IDG Connect Principal Analyst Personal Goals Drive B2B Buyer Purchases Imagine seven or eight buyers meeting for the first time as … Read More

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Desperation is Like Perspiration. People Smell it a Mile Away.

Desperation is like perspiration.People can smell it a mile away! It doesn’t matter whether you’re selling yourself on Match.com, door-to-door with roofing or high technology software, prospects are instantly turned off if you’re too anxious to make a sale. This … Read More

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Three Reasons Why Marketing “Triggers” Are So Effective in Today’s Digital World

By Kimball Wallace, Partner & Chief Strategist, Wallace & Washburn LLC The confluence of the Internet, “time famine” and message bombardment has forced consumer and B2B marketers to find new ways to stand out and be noticed. Our experience is … Read More

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10 Tips for Donor Testimonials That Really Work

As I recently blogged, Internet scanning has trained our brains to skim over data faster than ever. You’re competing for donors’ attention because they’re all suffering from “time famine.” If you don’t have a grabber visual (“eye byte”) or an … Read More

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How a Smoke Ring Saved This Pilot’s Life

  “People say smoking costs lives. It saved my life.” –Lieutenant Colonel James Goodson The Washington Post writes, “During a WWII strafing run over a German airfield, ace pilot, James “Goody” Goodson, was shot down. Injured, Goody fled into a … Read More

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Why Alumni Women (Justifiably) Give Less than Men

I’ve sat in on numerous development meetings ranging from respected “Ivy’s” and famous private universities to state universities and Independent Schools where alumni teams, especially at the coed institutions, express frustration over lower female giving rates versus males. It’s baffling … Read More

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What’s your Elevator Pitch?

You’re in a corporate lobby waiting for an elevator and you see an important business prospect crowded way in the back as the door begins to shut. She recognizes you and asks over the crowd, “Hey, what’s happening?” You have … Read More

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