When I turned 40 a few years ago, I embraced it. Fully. It was a coming of age that promised heightened credibility–if based on nothing more than accumulated life experience–and a milestone that entitled me to a bit of sass. I owned it, and I loved it. Continue reading
what could you gain by taking a good hard look at your business and asking some tough questions?
If you’re like most organizations, plenty. And what you learn through the process has the power to bring your marketing messages into better alignment with what your customers are looking for. Continue reading
It’s one of my favorite lines from Andy Puddicombe—teacher, author and TED Talker as well as co-founder and voice of the guided meditation app Headspace.
As it turns out, resistance can be the source of many frustrations, whether personal or professional. The proven workaround is openness and flexibility. Continue reading
To be effective in marketing, you have to see things from the customer’s point of view.
You have to put your own thoughts, feelings and assumptions aside, and see things from the customer’s perspective. It starts by understanding who they really are, what they think of you, and what they want or need.
But the answers to these questions don’t come from within your four walls. They require us to step outside, talk to customers and prospects, and develop an accurate understanding of what is important to them—asking for directions, if you will. Continue reading
Core values. Key messages. Positioning statements. Logo usage. These are just a few of the elements you need to have in place in order to support a strong marketing program. There are many more (read on for the full checklist) but because of how they’re packaged it can be confusing to know whether or not you have all the pieces. Continue reading
You have brand standards (don’t you?). You have a marketing plan (right?). You think you’re ready to take the world by storm. But there’s one piece missing:
a messaging platform.
The messaging platform doesn’t always get the love it deserves because it’s often tucked into a branding guide or a marketing plan, so most people don’t recognize it for what it is. More likely, however, it’s overlooked altogether. Continue reading
Spending money on marketing without a marketing plan is kind of like filling up your car with gas and going in circles around your neighborhood until you’re running on fumes. You’re out the cost of a tank of fuel, and you haven’t gone anywhere you haven’t been before. Continue reading
More than once I’ve seen companies glom onto the latest marketing cure-all because they think it will change everything. More than once I’ve seen them fail because they haven’t considered its appropriateness for their business model or audience. Continue reading
Several months ago, a client contacted me to write a long-form case study on a major project she’d just completed with great success. I hadn’t written too many case studies before—I’m guessing because it’s a labor-intensive marketing tool that takes a bit more effort than shorter pieces of content like e-mail campaigns, social media posts or website landing pages.
After completing Stephanie’s case study, however, I’m convinced case studies are something all of my clients should be doing. Continue reading
we marketers are a critical bunch.
With our industry evolving at a breakneck pace, being a marketer is tougher than ever before. And we’re hard on ourselves about it.
A survey conducted by e-mail marketing company Emma asked marketing professionals how often they meet work expectations:
88 percent say they meet expectations “occasionally”, “rarely” or “never.”
Now, it’s unclear whether these expectations are set by the marketers themselves or they’re sent down from above—but from where I sit it doesn’t matter. Regardless of who holds the measuring stick, when you’re a “pleaser” like me, it’s a big morale buster to go home each night feeling like you’re falling shy of the mark. Continue reading