Marketers say they’ll help you cut through the clutter. But they’re really just adding to it.

June 10th, 2016

Marketers say hey’ll help you cut through the clutter. Then six months later, they’ve just added to the clutter–that Great Wall of Noise–with your messages.
Which makes it harder for each subsequent campaign to get through to the market. Welcome to mutually-assured marketing destruction. We all lose.
Smart companies are getting around the clutter with relevance (understanding [...]

“Everyone’s dropping their shorts.” Paying the price—literally—for being a commodity.

March 15th, 2015

At a recent investor event I ran into three senior business development people from prominent professional services firms. Here was each person’s take on the current market environment: “Our competitors are dropping their shorts,” one said, meaning they are grabbing market share by lowering their pricing. Another echoed those sentiments. The third talked about feeling [...]

Social Marketing Expert Tries to Get Client Approval on House of Cards Themed Blog Post

March 6th, 2015

The following is a fictional version of something that has probably actually happened thousands of times.
Social Media Expert: Hi, Brad, hope you’re staying warm and dry in this snowy weather!
Client: Haha, yes Melanie, we’re high and dry here!
Social Media Expert: So…I hadn’t heard back from you on the draft blog post about leadership lessons from [...]

IT outsourcing firm uses transparency to address customers’ Elevator Rant.

March 2nd, 2015

This Washington, DC area IT outsourcing firm addresses its customers’ Elevator Rant​ with a unique and refreshingly transparent approach. They post customer feedback on their home page in real time.
Watch the video here.

I asked for marketing agency recommendations. What happened next made me very sad.

February 2nd, 2015

A recent sad moment to share. I’ve had a range of experiences with marketing agencies (digital, ad agencies, SEO, etc.). I thought I had found a go to agency that delivered not only a good product with enough creativity but also knew how to manage projects and deliver good service. Unfortunately they have gone through [...]

Heard about YikYak? It’s a Glimpse into What Your Kid is Really Thinking. Hint: It’s Not You

December 2nd, 2014

Good news, parents. You know all those deep, conflicted feelings that high schoolers and college kids have? They’re not holding them in. But they are sharing them–anonymously–on one of the hottest social media apps: Yik Yak.

I first heard about the app this summer from a Yik Yak user who happens to be my son. I [...]

“SHUT UP AND LISTEN!” (To your customers.)

October 9th, 2014

Sorry for the all caps headline, but we have a problem: Many of us (business owners, marketers, salespeople, business development folks) have a tendency to talk. And talk. And tweet. And post. And talk some more.
All of this talking, tweeting and posting comes at the expense of LISTENING!
The marketing establishment has created so many tools [...]

“Free” social channels means no gatekeepers which fuels noise which is bad for everyone

October 7th, 2014

The advent of “free” social channels, low cost of email distribution and other factors have taken away the gatekeepers (reporters, editors, costly paid media outlets); now, for the first time, the marketer can directly control the channel of communication and distribution–in addition to creating the message.
And we’ve royally abused the privilege. Flooded our audiences [...]

The best content marketing has code in it. (Remember HubSpot’s Web Site Grader?)

October 6th, 2014

Marketers don’t tend to like the hard stuff like strategy and execution. That’s why Content Marketing has become so popular.  It is too easy–to write and to distribute. Lowering those bars lets all of the crap in. I can tell–and I bet you can too–after just 1 paragraph if a piece was written by a [...]

DRIVETIME MARKETING: “Mindless Marketing” – Don’t spend your budget just because it’s there.

August 27th, 2014

A Noah Kagan (founder of AppSumo and blogger at OKDork) email not long ago touted “18 books that changed my life.”  I thought, “right.” But since I’ve gotten value out of other Noah Kagan stuff, I opened it, scrolled and found “Mindless Eating” by Brian Wansink. I read it and loved it.
The book’s principle is that [...]