There’s a problem in marketing today. It’s a problem that I see everywhere and with nearly every company. It’s the phenomenon of content-free content. It’s the ability to say anything without saying anything. Highly educated humans are good at it. Politicians are some of the best. Executives are pretty good too. But it’s hard to […]
If there’s a single question I get asked about Analytics the most, it’s “What does this mean?” *If your meme knowledge is a little sparse, check out the classic video here. Every time I sit in a room with a good marketer or executive and we start running through numbers, that’s the question I get. And […]
Last week, Elon Musk and SpaceX launched the Falcon Heavy rocket – currently the largest rocket in the world. If you’ve been living under a rock, I should tell you that Elon also runs several other companies: the largest one being Tesla. Popular culture portrays Elon as a hero. And rightly so, he’s built multiple […]
The first is Demand Capture. The second is Demand Generation. Every Facebook ad, print ad, sales pitch, and event sponsorship fall into one of these two buckets. Demand Capture is about getting in front of people who are already looking for you. The demand is there. People are searching. You just simply need to get […]
This past week I received one of those marketing catalogs in the mail. You know, the ones that have about 250 ads and that’s it. No useful content or writing. As a marketer, I always thumb through them trying to see the ads. This ad caught my eye: I blacked out the business info because […]
In our work with clients, I get exposed to the reports, documents, and strategies generated by a variety of marketing teams. There’s a theme that started to bug me. When we’re not careful, I can even see this theme in our own client reporting. It’s a fear that haunts me in every client meeting. What […]
In late 2017 I did some soul-searching. Throughout 2017, I’d run a ton of Facebook campaigns. Some were fairly successful. Others failed utterly. None of them totally knocked it out of the park. I tried every ad strategy I could get my hands on. I studied copywriting, landing pages, and conversions. Did A/B testing. Tried […]
The other day I was in line to check out at the grocery store. When I got up to the cashier, he did something odd: Before he scanned the first item, he laid all 15 items out with the barcode facing up. Then he grabbed the handheld scanner and scanned them all as fast as […]
A while back we talked about focusing on the things that don’t change. After all, if you’re going to spend hours and dollars focusing on marketing, don’t you want things that will last a long time? But what things won’t change? What are the things you should still be investing time and energy into in […]
John Boyd is a legend in the fighter pilot world. If you haven’t heard of him, you may have heard about two planes he helped design – the F-15 and F-16. The F-16 is designed for one thing – maneuverability. It doesn’t have the longest range. And it isn’t even the fastest in a straight […]