It’s an occupational hazard. My clients call it content. I like storytelling much better. But, I likely won’t grow a client base if I call it something they don’t recognize. So, I’m stuck with calling it that C-word. Content.
The thing about most content is that it’s uninspiring. It’s noise.
Honesty does something interesting to people. It shows you care more for what’s important — them.
Here’s the thing about how some organizations go about marketing. They’re embarrassed by negative features. So, they either hide these features outright or they transmogrify a weakness into a supposed benefit. “Our weaknesses don’t…
Are you getting beat up by your clients because they’re not seeing results from your marketing? Maybe it’s not your keyword selections. Possibly it has nothing to do with focusing on Instagram instead of Pinterest. …
Color. Fonts. Copywriting. Social media. You will pour your heart and soul into creating your brand. You’ll meet with users who love it, with others who hate it, and even with people who don’t care one way or the other.
What do the words “unique” and “priority” have in common?
Both are meant to be a singular occurrence. When you describe something as “unique,” you are saying that nothing else like it exists. It is singular.
The word “priority” was introduced to the English language in the 1400s. No one had priorities during those first 500 years. After all, from an etymological standpoint, the word describes a first or prior thing.
There are no stages of uniqueness. Something cannot be more unique. Likewise, if something is first, how can it have an equal?
We struggle with priorities because we dilute the power of the concept. Only one thing can be unique. Only one thing can be a priority.
It’s Saturday morning. I take a cup of coffee to my desk and sort through email messages. There’s one from a magazine publisher. I can win thousands of dollars if I answer a few questions. That’s a fair reward.
Most are binary questions. Yes/No. Agree/Disagree.
No, not because of the grocery chain’s acquisition by Amazon. I see some interesting opportunities available to both companies.
What bugs me is the email message I received from Whole Foods Market about this news.
“Dear Valued Shopper,” it begins.
Hey, Whole Foods–I’ve got a name. You have it in your database. And don’t play coy about it. Your email conveniently tells me about the Whole Foods Market closest to my location. If i really am one of your “most loyal customers,” as you tell me I am a bit later in the email message, shouldn’t you acknowledge the depth of our relationship by using my name?
After all, I wouldn’t tell people I plan to go shopping at a Valued Grocery Store.