The BrandPull mission is 'Making Buying Easy'. It sounds so simple, doesn't it?The simplest things are often staggeringly difficult to achieve. The goal of "Making Buying Easy" is one such marketing concept - staggeringly difficult for management to comprehend & see.THAT'S MY POINT OF DIFFERENCE:• customer advocacy + empathy = the fastest way to a transaction• I focus on customer understanding, irresistible offers and sympathetic messaging• I create customer desire which supports moving to high-margin pricingOther Agencies prioritize traffic & conversions: I focus on satisfaction (margins) 1st and volume 2nd.When your purpose is to 'Make Buying Easy' - then your messages and creative naturally focus on your customer's needs & desires. Which is how you start a sale - focus on the customer relationship and Make Buying Easy.You can...~ shorten your sales cycle to speed up visitor-to-cash ~ improve customer retention for repeat and new purchasing~ reduce the financial risks of implementing marketing campaigns BrandPull helps leaders like you start conversations and build relationships. Relationships which drive sales & create enviable margins.Here are a few marketing choke points BrandPull can help you with:• position your stuff in the hierarchy of motivational appeal: mind vs. heart vs. genitals • document paths and routes to customer empathy• research, analyze and invent for offer development• seek/search for sales opportunity gaps• create, structure and champion multiple sales “Big Ideas”• plan & manage customer touch points• create and test customer messaging• assemble touch points into SMART campaigns• stack multiple campaigns into sales funnelsNeed To Simplify Your Marketing?Need Bigger Margins?Get BrandPull marketing campaigns and sales funnels & talk directly to your audience on their terms in their language.Let’s talk about your goals and taking action on sales & margins.Toll-free: 1 855 GET PULL (1-855-438-7855)

I help M&M client companies plan and execute goal-specific marketing campaigns. I act as the customer advocate living in the middle of the Agency -- championing for:• deeper customer relationships • clear and relevant product messaging• an understanding of customer needs, desires & motivations >> Because those secret needs & desires are the drivers of acceptance & purchase action.Goal-Specific Marketing Campaigns solve 1 of 5 Tactical Sales Objectives:~ Traffic~ Lead Generation~ Lead Nurturing~ Promotional~ LoyaltyMarketing Campaigns contain as many distinct elements as required to reach the stated goals of the campaign.My role is to oversee strategic planning and provide creative direction including:• 'big-idea' brainstorming• offer development• copywriting/art direction of campaign elementsMarketing Campaign Elements include a range of consumables, each solving a need:~ websites - blogs - intranets~ landing pages - sales pages~ blog posts - social media posts~ original audio - video~ email - sms~ traditional physical media: print, broadcast, direct mail, telesalesI oversee the creative elements for campaigns to reduce marketing waste and the risk of sunk costs. The process relies on discrete creative elements as parts of a larger overarching campaign - and iterative testing of each element to increase it's value to the end-user.

Big-Advertising Meets Direct Response & Data + Research. My creative experience is supported by metrics and reliable reporting which shapes the phases of projects. I develop the beginnings of a systematic process for marketing and selling that uses more than creative appeal + USP + Positioning + "Truth Well Told".I learn to cross-pollinate direct marketing methods with traditional space/media advertising principles. The result is a personal consumer-based methodology for unearthing pain points/problems and mapping the ad message to the pain and the buying stage and customer lifecycle. Primitive and unwieldy -- it works -- and returns higher than expected results. Happy clients and positive results give me the confidence to develop my methods and polish the system.I continue to deeply value the lessons of my mentor and the phrase "It's not creative if it doesn't sell". I may not be a fully converted sales evangelist - but neither am I a 100% Ad Man. I am now a mongrel combo, a sales oriented, consumer-centric, ad guy.With a better grasp on client needs, I start shifting my thinking from the reportorial W5 (who, what, where, when, why and how) to a customer-centric creative process. The traditional W5 morphs into the 5Rs and results in meaningful - engaging messages: and increased sales.The 5R’s of Irresistible OffersWe opened Mail Medic to help fix the problems multinational clients experienced when they started direct marketing .The focus of the Agency changed from problem solving to offer creation, and the 5R’s of irresistible offers that sell. Irresistible offers have 5 components:—> the right message, —> to the right target, —> from the right person, —> at the right time, —> with the right offer.When my friend and biz partner Bob Whispell died, I closed the shop to focus on using the web to market directly to client audiences.Client base ranged from local-area small business campaigns to F500 nation-wide drops in Canada and the US.

Long-term consulting gives me international Big-Advertising experience in managing clients and internal staff on more than a project basis, across borders. I act as a liaison to the remains of Foster Advertising (on the 10th flr back then) which McCann has acquired. I make use of McCann research division reports and become friends with the McCann Librarian. I devour classic texts on advertising, research, copywriting and Agency management, beginning my personal studies. I learn from mentors and from authors/ad greats Ogilvie, Dick Bensen, Ernest Dichter, Victor Schwab, Elmer Wheeler, Ries & Trout, Joe Cossman, John Caples, Maxwell Sackheim, Eugene Schwartz, Rosser Reeves, John E Kennedy, Leo Burnett, J Walter, and many, many more. What an incredible education and resource, and I am possibly the only member of the Agency making use of this treasure.New Business Development Lead; pitching McDonald's, Microsoft and others; Managed Production, Creative and Account Services groups; responsible for client retention and profitability. Clients Goodyear, Christie, WD-40, Revlon, Coke/Sprite, Robin Hood, and others. I also build the in-house production studio that is briefly known as Lakefront.

I learn the mechanics of marketing & advertising and how to make Agency clients more profitable.Creative I thought I would be a creative (copywriter/art director hyphnate) for ever but it turns out I have a knack for understanding clients and their problems. And I’m an effective strategist because of my customer empathy. Here, at the start of my career, I started to morph from a creative/detail oriented tactician, to a business strategist and growth consultant. The 90 Hour Work WeekTo prepare myself as a creative expert, I apprenticed after hours at typographic (Mono Lino Typesetting, Cooper + Beatty), film separation (Legg Bros.), and printing businesses (mostly trade in offset, web, flexo) to understand ink on paper. This technical/creative design expertise then became a profitable, new Agency service.At the same time I self-enrolled in the three (3) year professional development program at Canada’s ICA (equiv to US 4 A’s). I received my CAAP accreditation in 1990.Consultant FoundationsWorking at dozens of Agencies and design firms provided the opportunity to learn various management systems, creative brief methods, creative workflows, client service techniques - and the media, creative, and client facing Agency departments.- built 4 start-up, in-house Agency art studios and managed them to billings thresholds to create new Agency profit centers.- grew client billings and helped retain accounts at risk — which raised my profile from freelance to consultant.It also lead to product, category, and vertical expertise in the financial, cpg, otc pharma, retailing, tech., telephony/communications verticals.Some of those Agencies included... Bates, Enterprise, BBDO, JWT, Saatchi, Ogilvie, Gray O'Rourke Sussman, Chiat Day, FCB, Y&R, Grey, Ross Roy, Due North, Cossette, Gee Jeffery, Leo Burnett, Taxi, McCann Erickson, LINTAS, MacLaren, MacLaren:Lintas.