Tag: weeklystory

My pal Adam Kreitman sent me (and everyone else on his list) a great email today that compared the current frenzy over podcasting to the California Gold Rush.

Here’s some of what Adam wrote: “There were a few lucky folks who struck it rich mining for gold. However, the people who really made money during the Gold Rush were the ones selling stuff – tools, clothes, food – that supported the miners. Same thing is happening in podcasting right now. There are plenty o’ producers, editors, software folks, etc. making money off of podcasting. But not so many podcasters are.”

That is some big truth, Adam.

The thing that prompted Adam’s email was a meeting he and I recently attended. A bunch of business people were talking about podcasting. Lots of big ideas were flying around the room about how to help some people make their podcasts more popular.

The podcasters were pondering whether to invest in social media or email marketing or paid search or other channels…

…which was all for the purpose of growing their podcast audience…

…which seemed to be for the purpose of growing their business.

From where I was sitting, it seemed kind of roundabout.

So I suggested a more direct path to business growth: Maybe you could use social media or email marketing or paid search or other channels to drive people directly to your business. Maybe you can skip that podcasting step.

That’s when one of the podcasters admitted his truth. He podcasts because he likes to podcast. It’s fun. He meets interesting people. He learns a lot.

Those are valid reasons to podcast, and I told him so.

But that’s different than podcasting to grow your business.

I’m not here to tell you not to launch a podcast.

I’m here to encourage you simply to know why you launch a podcast.

For some, podcasting may be a fun adventure on the side (amen to that).

For some, podcasting may be a viable strategy to grow a business (one person at that meeting seemed to be on that track).

But if you’re doing it to grow your business, remember: Podcasting ain’t easy. And it’s far from certain.

If you’re spending a bunch of time and money on tools and tactics just to implement a podcast intended to grow your business, maybe you can find a less roundabout path to growth.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

I had a good laugh today while reading an online discussion board for marketers.

A puzzled marketer asked the community to weigh in on the best material for tote bags she and her husband would distribute at a trade show.

She was leaning toward polypropylene (“feels like soft cloth” and “the cheapest way to go.”)

But her hubby had another idea. “My husband thinks people will throw these (polypropylene) away though…He is thinking a canvas or cotton tote would be better.”

The first person who responded to Puzzled Marketer said, “I only accept iberian cashmere tote bags.”

(Ha!)

I understand Puzzled Marketer was looking for some honest advice. And the “iberian cashmere” response was dismissive — and a little snotty.

But I appreciate the point made by Cashmere Lover.

If he could elaborate, I imagine him saying:

Polypropylene vs. canvas vs. cotton? Don’t worry about it. That’s not what’s important.

Here’s what is important: Your marketing story. The materials you put inside that tote. The things you’ll say when people visit your booth.

Sure, the “right” material may drive a few additional people to keep your branded tote bag. But none of that matters if you don’t nail your story.

I was drawn to this exchange because I’ve seen it over and over again. Businesses invest tons of time and dollars on the perfect promotional product.

Meanwhile, when you visit their booth or read their materials, you get nothing. Sure, I may remember your “brand” more if I keep your tote bag with your logo.

But what does that logo represent? And do the messages you distribute with that logo clearly tell your story?

What does your logo represent? And do the messages you distribute with your logo clearly tell your story?

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Yesterday I received an unsolicited text message from someone pitching a local political candidate.

I’m not sharing this story to publicly shame anyone. I’m sharing it because there’s a business and life lesson here. So I’ll change the names to protect the guilty.

The text said, “Hi Thomas,” (that was the first clue this was junk; no one who knows me calls me “Thomas”), “This is ‘John Doe’ from ‘Advocates for Change’ volunteering for ‘Jane Smith for City Council.’ Jane has been…working to create a (city) that works for all. Thomas, can we count on your vote?”

I found the candidate on Facebook and messaged her: I told her that I had received an unsolicited text message on behalf of her campaign. I wrote, “Please don’t!!!”

I really hate receiving unsolicited text messages (and phone calls).

To her credit, the candidate replied quickly.

That’s when the excuses and hand-wiping started: “(The text-sender) is an independent political organization from our campaign and legally I can not coordinate with their get-out-the-vote efforts. You will need to contact them directly for any complaints. Sorry about that.”

At least she said, “Sorry.” But come on!

Raise your hand if you think that a local political organization funds, plans and runs a get-out-the-vote campaign without the knowledge and approval of the candidate?

She knew this was happening, and I told her so. I also said, “Telling a group that you don’t want them to conduct SMS spam on your behalf would not cross the ‘coordinate efforts’ line.”

This candidate is all about “clean government” which, in my opinion, made the transgression worse.

So I wrote: “Given your efforts to clean up government (and make it more transparent) — which I respect — I find it ironic that you are benefiting from a local PAC but then washing your hands of it when voters complain about the PAC’s actions.”

Again to her credit, she checked with the political organization and reported back to me.

But she gave me more hand-wiping and (pardon the expression) ass-covering: The organization claimed I had opted-in to receive messages (not true!!!), and they were acting “in accordance with campaign ethics laws,” she told me.

Blah, blah, blah.

The moral of this story — the lesson for you in business and life — is simple: Own your stuff.

If you do something wrong, your prospects and customers will often forgive you — if you own your mistake.

Don’t hide and say, “It wasn’t me. Those other people did it.”

If someone objects to your actions, don’t smother them in legalese.

I don’t give a hoot whether the organization was acting in accordance with campaign ethic laws.

Wiping your hands, covering your ass, ducking for cover, blaming the other guy — such practices seem hard-coded in politicians’ DNA.

But it’s not just politicians. Business people are not immune.

Check those tendencies at the door. Own your stuff. Admit your mistakes.

Your customers and prospects will be grateful. You and your business will be stronger for it.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Last week, my twin children turned 22.

I’m still Dad, but my hardest parenting work is behind me (I think/hope).

That got me thinking about parenting lessons learned. Here’s a big one:

When the kid does something bad, that doesn’t mean the kid is a bad person.

As parents, we need to help our kids understand the distinction.

“I’m not saying you’re bad. I’m saying you behaved badly.”

I thought of this lesson earlier today while meeting with a person responsible for marketing her business.

Her boss doesn’t want her to call it “marketing.”

He calls it “strategic communications.”

The boss has seen lots of bad marketing. He’s seen marketers behave badly.

They indiscriminately pitch without assessing need. They fill your inbox with content that offers little or no value. They use dirty tricks to persuade prospects to buy unneeded products.

From the boss’s perspective, “marketing” is a dirty business.

He’s onto something when he calls it “strategic communications.”

The marketer with whom I met explained the boss’s vision: He wants a deliberate, strategic, value-generating exchange between his company and individual prospects.

Funny, I said. That’s exactly what we recommend when we offer marketing tips.

Develop strategies to discover what’s relevant to your prospects. What do they want and need? How can you provide value?

Send content that includes interesting, informative, valuable information, not just product pitches. Don’t resort to a constant flow of just product pitches.

So to those marketers who do it the other way, the dirty way, I’m not saying you and “marketing” are bad. I’m saying you behaved badly.

Well-behaved marketers are strategic communicators. Good strategic communications is good marketing.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

During a new show broadcast after the Super Bowl on Sunday, CBS television wanted us to believe that a talent-show performer died in a tragic sword swallowing accident.

The idea was to create high drama. Keep us viewers glued to the tube.

I said, “To hell with this,” and I’ll never watch this rotten show again.

It’s called “The World’s Best.” It’s one of those reality talent shows with celebrity judges. CBS has invested big bucks in this thing, and the network premiered the show immediately following the big football game.

One of the contestants was a sword swallower. His trick: Connect a sword to the center of a steel harness. Strap two kegs of beer to the ends of the harness (very heavy). Lift the harness (with the beer keg barbells) over his head. Swallow the sword until the harness bar reaches his mouth. Tilt head back. Hold harness bar on face.

If the keg-laden harness should slip from his face, the kegs will crash to the ground, and the sword will be ripped from its place in his gullet and slice his insides to bits.

It seemed like a decent trick until CBS pulled its rotten trick.

With suspenseful music blaring and the heavy harness teetering on the sword swallower’s face, the scene abruptly shifted. For a split second, it looked like the bar had fallen. We hear the sound of beer kegs crashing against the ground. We hear the man groan. It happens in a flash. And then the screen goes black — as if the guy in the control room screamed, “Go to commercial!!!!!!”

What happened!?! Oh no! It couldn’t be! The horror!

I turned to my wife and said, “This is total bullsh^#&%*t. CBS just pretended that a sword swallower died on its show.”

After three minutes of commercials, the show returned. Now we see the sword swallower back where he was before the “tragedy,” balancing the harness on his face. Dramatic music. All is good. He slowly lifts the harness, pulling the sword from his throat. When the sword is clear, he drops the harness. The kegs crash to the ground (I’ve heard that sound before. Deja vu!). And the sword swallower moans…

…in exhaustion and relief.

What a crock of caca!

It wasn’t the greatest trick, but it had my attention.

Why did CBS resort to dirty tricks to build suspense and keep my attention?

Same question applies to LOTS of marketers.

Why do so many businesses think they need to trick us to get our attention!?

I won’t waste this space with a catalog of stupid marketers tricks.

I’ll simply say this: Compelling content will capture people’s attention. And you can create compelling content without resorting to dirty tricks.  

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that — without dirty tricks. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

Here in St. Louis, MO it’s cold today. Really cold.

It’s also cold in Washington, D.C. where President Trump tweeted this yesterday:

“In the beautiful Midwest, windchill temperatures are reaching minus 60 degrees, the coldest ever recorded. In coming days, expected to get even colder. People can’t last outside even for minutes. What the hell is going on with Global Waming? Please come back fast, we need you!”

A few minutes later, the federal National Oceanic and Atmospheric Agency tweeted, “Winter storms don’t prove that global warming isn’t happening.”

When asked by media about the tweet, NOAA officials insisted they weren’t responding to the President.

Whatever.

Note: I’m not here to judge Donald Trump’s presidency or to referee the climate change debate.

But when someone says…

“It’s really cold today so… global warming ain’t real.”

…I gotta call that out as funky logic.

Funky logic is widespread — not just among politicians (on both sides of the aisle).

I’m neither a political pundit, nor an atmospheric scientist. I’m a marketer. So my concern is with the epidemic of funky logic in my field.

Just this morning, I got this dose:

“I tried a Google Adwords campaign for my business that didn’t work so… search advertising is a waste of money.” That’s funky logic.

I suggested he analyze the variables. Did he target the right people? Was his message well-crafted? Did he test the message.

Turns out his message could use some work. So maybe search marketing will work for him, after all.

More funky marketing logic:

“No one called after I sent my email newsletter so… email marketing doesn’t work.” That’s funky logic.

“Lots of people liked my post so… I’m killing it with social media.” That’s funky logic.

I could write 500 of these. I’ve heard ’em all. 

But I’ll spare you that misery and get right to the point…

Beware of funky logic in your marketing. Test your assumptions. Look at the variables. Seek help from experts who can help you analyze results and tweak tactics.

When it comes to marketing tactics and strategy, the future of the planet may not be on the line; but the future of your business certainly is.  

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

My friend Richard Terry asked me to help him with some marketing copy. He’d heard one of my presentations recently, and he thought he might benefit from my expertise.

We met earlier today, and here’s what I told him…

…Richard, you don’t need my help.

I was honored he asked. I welcome new business. I came to the meeting with an open mind.

Then he handed me a piece of paper with this…

“Accolade Kitchen and Bath, we improve the value of your home and the quality of your life…by designing and installing functional, spacious and luxurious organized living spaces. Our clients hire us to transform their houses into homes by turning their kitchens into gourmet playgrounds…(and bathrooms) into spa-like retreats.”

That’s good.

I asked him about the journey that led him to this you-don’t-need-my-help marketing copy.

“People ask me, ‘What do you do?’” he explained, “I used to reply, ‘I build kitchens and bathrooms, but…”

I’ll take it from here.

Richard builds kitchens and bathrooms, but that’s not what Richard’s customers are buying.

They’re buying a more elegant valuable house. They’re buying comfort. They’re buying luxury. They’re buying elegant meals with family and friends. They’re buying a dream.

“I build kitchens and bathrooms” doesn’t capture it.

“We improve the value of your home and the quality of your life” does — or, at least begins to.

By the way, Richard also builds closets. But that’s not how he puts it. He says he turns closets into “personal sanctuaries.” And, just in case you’re not tracking with him, he prompts you to “Imagine a peaceful, quiet place for everything:

• a place for your pants, shirts blouses.
• sport coats, suits, ties, belts or scarfs
• and imagine an entire wall, designed just for shoe storage.”

That marketing copy is bound to capture a prospect’s imagination. 

Thanks for reading. 

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

My pal Adam Kreitman and I both write story-driven emails with marketing lessons. Occasionally, we challenge one another by sharing a story that might be a bit strange or saucy or…whatever… and then daring the other to turn it into a meaningful email. 

Adam dropped one of those challenges on me yesterday. His text message read, “Turn this into an email…,” followed by a link to a story on Reddit. 

I knew the challenge would be great when I received this warning after clicking the link: “NSFW Content! NSFW means Not Safe For Work. The content may be inappropriate to view in some situations.” 

I hesitated. But then I thought, “How can I resist?!” I looked over both shoulders and clicked to continue to the story.

Here’s the abridged version (search Reddit if you want to read the entire thing in all its NSFW glory): 

Some dude in Australia takes a bathroom break at work. He’s sitting on the can and has finished his business. But he decides to hang around a bit longer because, as he puts it, he’s being “paid to sh%#&.” 

While surfing the internet on his phone, he feels something strange.

Turns out a giant huntsman spider, also known as a “giant crab spider” (tee-hee) had been lying in the bowl when the dude sat down.

Now the spider, which is about the size of his hand, has hopped from the bowl to…

…well, let’s just say the spider landed on a place where angry arachnids ought not tread. 

Did I mention that huntsman spiders are aggressive and venomous? 

So, paid-to-sh%#&-guy leaps from the can, let’s out a “banshee wail” and knocks the aggressive, venomous, big-as-his-hand spider from his privates. 

In the process, he racks himself. 

Spider dead.

Dude writhing in agony. 

There’s more to the story. But those are the juicy bits. 

Now for some lessons (oh so many). 

The story-teller shared the most obvious one: Look before you sit on the can. 

I would add: That’s especially important if you’re in a place with giant, venomous spiders. 

But I don’t write these emails to share toilet tips. I write them to share marketing tips. So here goes…

This story proves once again that people read their phones just about anywhere — on the can, in bed, in places of worship, while driving, etc. 

I’m not condoning this. I’m just spreading the news. And for marketers, it’s good news. 

Countless surveys have tracked email reading habits. Here are some of the stats that caught my eye over the years: 

• 78% of those surveyed check email in the bathroom. 
• 20% check email at weddings. 
• 15% check email at funerals. 
• 9% check email first thing after intimate relations (you know the word for it; I just can’t say it here because SPAM filters would go crazy). 

The numbers may vary year-to-year. But the story is clear. Some people (lots of people!) are addicted to checking email. 

If you market your business with email, that’s great.

But don’t forget, you’re not alone so you have to make your emails more relevant and entertaining and informative if you want to capture readers’ attention. Readers have short attention spans – especially when they’re doing their business, sitting in a church, or driving. 

If you DON’T market your business with email, why not? These stats, alone, remind us that email remains one of the most relevant and popular communication channels.

People spend tons of time on their phones and computers, in all kinds of places. Their eyes are on their inbox. If your emails are not there, you’re missing a great opportunity. 

So there it is… 

Challenge met, I think. Adam, if you’re reading, how’d I do?

And you, dear reader, what do you think? As always, I welcome comments and feedback. 

Also, if you happened to read this while in the bathroom or at a funeral or in bed, lemme know. We’ll have a good laugh. I promise I won’t say, “Told you so” or tell anyone. 

Thanks for reading. 

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.

It’s only January 2, and I just read some marketing wisdom that will make my “Best of 2019” list in 12 months.

A marketing guy at an auto dealership posted to an online marketing forum this question: “What would you suggest I do to get everyone to understand why we use social media?”

The salespeople at the dealership are cranky. They think social media is a waste of time and money. And they’re groaning about it to Marketing Guy.

Marketing Guy needs help replying to the sales folks.

Several people in the forum posted earnest replies about the importance of social media and how to use it to sell cars.

But one person cut to the chase with best-of marketing wisdom: “If you have to ask the internet for why you’re doing social media, then your salespeople are absolutely correct in questioning why you’re doing social media.”

Amen!

The internet is littered with “marketers” who are busy doing stuff with no idea why they’re doing it.

Ask them why they’re doing it, and they shrug…

…or worse yet, they offer answers that have nothing to do with the bottom line.

I was talking with a marketing manager the other day who spends 15 hours a week on social media.

“We’re killing it,” he said.

He then ticked off a bunch of stats about “likes” and “retweets” and “followers” and all those other “metrics.”

I asked, “How many social followers have become customers or referred business?”

He shrugged. “Not sure,” he said, “But I’m sure it’s helping.”

Yeah, he’s sure —  kind of like auto dealership Marketing Guy is sure.

The problem: The salespeople, who spend their time counting revenue, not likes, say it’s not working.

Are the salespeople right? Hard to tell.

All we know is this: Marketing Guy has not yet demonstrated any correlation between the things he measures and the bottom line that salespeople measure.

Until Marketing Guy connects those dots, he’s only guessing when he says his tactics work, and his salespeople are right to wonder.
.

Tom
MarketVolt

p.s. Wondering how to improve your marketing content so it resonates with your audience and doesn’t fall flat? We can help you do that. Email me at tom@marketvolt.com to learn how we help businesses tune up their sales stories and marketing content. For no charge and no strings attached, I’ll review a marketing piece or the front page of your website and offer some suggestions. 

p.p.s. If you like these emails, please do me this favor: Forward this to someone who might also enjoy it and encourage them to sign up for future emails on our website at MarketVolt.com.