We marketers have something in common with magicians. Prestidigitators and product promoters are both students of human behavior. While magicians take advantage of distraction, marketers tap into three other psychological traits. Unlike magicians, we marketers have no code that prevents us from revealing our secrets. Tips and tricks blogs on growth hacks must number in the tens of thousands by now. So, I don’t fear being ostracized from the CMO club. Here are three of the ways marketers use … [Read more...]
My YouTube Awakening – Five Things I’ve Learned So Far
Every few years I have a head-smacking moment where I realize I've been missing a trick. A while back I admitted I was wrong to be a content marketing naysayer. Just this year I realized how I’d been missing the boat on YouTube. I’ve known about YouTube, of course. It saved my life teaching me how to fix my Samsung freezer’s ice maker (154,289 views!). My kids don’t really watch television anymore. Just about everything they view is on YouTube. But I never took it seriously as a tool for B2B … [Read more...]
Presenters – Please Tell Me a Story
Two young lovers kill themselves because love is forbidden by their families. A captain is so obsessed with the hunt that he puts the lives of himself and his crew on the line. An orphan farm boy leaves home to fight an oppressive empire and discover who killed his family. You, no doubt, recognized the plots of Romeo and Juliet, Moby Dick and the original Star Wars. These are classic stories that have withstood the test of time. We remember them because humans love stories. We love to … [Read more...]
Marketingspeak: What is ‘Ducking’?
With the rise of content marketing, more and more terms from broadcasting and publishing are finding their way into marketing conversations. We just launched a podcast at my current company, and during the production we found ourselves unequipped to give direction to our freelance audio engineer. Podcasts have a jargon all their own. Which is how we came to learn a new term, ducking. Ducking, in audio recording, is a technique that assures that the host's or guest's voice can be heard clearly … [Read more...]
How to Set the Pace for Your Marketing Team
Marketing. A never-ending river of tasks. How do you make sure you get enough done without drowning your team? Or, to mix metaphors, burning them out. I’d like to introduce you, as a marketing leader, to the idea of pace, or what some people call tempo. I often hear these two terms bandied about while I’m watching Premier League soccer early on weekend mornings in my office (my way of procrastinating before I get down to writing). The idea is that the dominant team sets the tempo and thereby … [Read more...]
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