B2B Marketers: Don’t Make Your Buyers Work So Hard

Ilene Rosenthal, CEO

Complex businesses with multiple product offerings and audiences often lead us down the road to convoluted websites, multi-pronged sales processes, confusing messaging, and bored-to-death email campaigns.

And if we can’t figure it out, how do we expect our customers to?

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Topics: marketing strategy

The Curse of Knowledge: A Content Marketer’s Bad Dream

Ilene Rosenthal, CEO

I first heard this rather dated concept at a recent Storybrand live training. How could I have missed it? I missed it because I’m blessed with an extra dose of this communications scourge.

The concept was conceived back in 1989 in an economics publication, and supported by research in developmental psychology and human behavior. It has been played out in the markets, entertainment, and even charades (why don’t my teammates understand what I’m pantomiming?). Look it up on Wikipedia for more fun references.

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Topics: content marketing, marketing strategy

Why Judging A Book By Its Cover Can Be A Good Thing

Shina Neo, Editorial Manager

"Don’t judge a book by its cover.”

“It’s not what’s on the outside, but what’s on the inside that counts.”

That’s nice to hear, but it couldn’t be further from the truth when it comes to marketing. Full disclosure, I’m quick to judge. I think a lot of people are, whether they own up to it or not.

Unfortunately, we tend to form assumptions and make hasty decisions based on personal experiences, preferences, and dislikes. So, while you may want to offer the benefit of the doubt or put on your self-righteous hat, the fact of the matter is, in marketing--as in most aspects of life--first impressions matter.

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Physical Therapy: Market Expansion Beyond The Aged And Injured

Ilene Rosenthal, CEO

If you’ve ever had to go to a physical therapy clinic or rehab center, it’s most likely because something has already happened to you. You broke a bone, strained a muscle, or had surgery on your rotator cuff because you’ve been playing tennis since you were three.

Let’s not forget the constant threat of carpal tunnel or “tech neck,” as we use keyboards and mobile devices to communicate.

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Topics: marketing strategy

Are You Tapping Into The Spending Power Of Gen X?

Ilene Rosenthal, CEO

Did you know Gen-Xers account for about 25 percent of the population but control 31 percent of total U.S. income? That’s some serious spending power.

Knowing what I know about this cohort, that statistic makes me stand up and shout: Let’s stop treating Gen X as the middle child of marketers!

(Apologies to all the middle children out there. I’m on your side!)

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Topics: marketing strategy

What’s Getting In Your Way?

Ilene Rosenthal, CEO

“Women are multitasking monsters.” It’s one of the statements that stood out to me in a recent NY Times article featuring activist Shannon Watts.
I couldn’t agree more.

Shannon runs Moms Demand Action for Gun Sense in America, an anti-gun violence (not anti-gun) organization, which she formed after the Sandy Hook Elementary School shooting in 2012.

In the article, she journals “a day in the life” and what it takes to keep going.

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Topics: marketing strategy

Has Your Referral Network Dried Up?

Ilene Rosenthal, CEO

Growing a company is a constant lesson in growing pains. New business isn’t guaranteed, and when you’ve tapped out your referral network, the next steps can be uncertain.

I am religiously opposed to spammy sales outreach. You know, those emails that cast a broad net, with no clear message. I don’t like to be the recipient of those communications, and I certainly don’t want to be the perpetrator.

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Topics: marketing strategy

The Art Of The Word

Ilene Rosenthal, CEO

I am not an artist in the typical sense of the word. I don’t paint, I’ve never made anything out of clay (at least not since elementary school), and the closest I’ve come to sculpting anything was helping my girls glue macaroni together.

Where my artistry shines is in words. Words can incite design.

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Topics: marketing strategy

Why Onboarding Is A Lot Like Marketing

Ilene Rosenthal, CEO

Onboarding new business partners can be a royal pain... for both the onboarders and the onboardees.

With so much information to impart, it’s difficult to strike a balance between being thorough and downright mind-numbing.

 

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Topics: marketing strategy

The Father’s Day Rule: “Ask Good Questions”

Ilene Rosenthal, CEO

With Father’s Day celebrations just behind us—and reflecting on how important a father’s guidance is—it reminded me of an attitude that was ever-present in our home. Every day that our kids left for school, from the youngest age, Lou sent them off with this instruction: “Ask good questions!”

In a world where everyone is “selling” something, this philosophy represents a particular skill set that rises above all others.

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Topics: marketing strategy

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