As an agency creative director years ago, Tom wanted to dig deeper into how buyers and sellers interacted in the real world. So he began paying very close attention to his own reaction to websites and other marketing media; for example, what caught his eye (or didn’t), and what happened next (if anything). It soon became clear how much marketing was falling flat by starting with the clients’ sensibilities instead of the customers’ sensibilities. The insights that Tom stumbled across have since been shared in the classes he’s taught, including strategic copywriting, graphic design, and website marketing.
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