Labor and Postpartum Doula Services

I’m excited to announce that my wife’s website, LunaSol Doula – Michelle Sanford, has just launched! Michelle provides labor and postpartum doula services in northeast and central Wisconsin. What’s a doula? According to the American Pregnancy Association, “A doula is a professional trained in childbirth who provides emotional, physical, and educational support to a mother who is expecting, is experiencing labor, or has recently given birth. The doula’s purpose is to help women have a safe, memorable, and empowering birthing experience.” Michelle’s services include support…Continue Reading “LunaSol Doula – Michelle Sanford, Doula Services Site Launched!”

Fetch some leads and sales

I work with data every day, and the number one thing that clients want to know is whether they are keeping visitors on the site and getting them to convert. You would think that in 2017 this would be easy, right? Drive visitor to website with content, lead them to learn more or receive an offer, and get a completed form. Alas, no. It isn’t always as straightforward as it seems, especially when you have multiple sites and brands, complicated lead generation situations, or other…Continue Reading “Is Your Path-to-Buyer-Education Experience Simple Enough?”

airline passengers

And the Oscar for “best forced apology by a CEO” goes to… United Airlines and Oscar Munoz! I continue to be shocked by the poor response of United Airlines to the plight of Dr. David Dao, who was forcibly removed and injured by a Chicago “aviation security” officer because he refused to leave the plane. Let’s look at United Airlines’ response timeline: Before the incident- Instead of offering more money than they originally had to find passengers willing to be bumped from the airline so…Continue Reading “United Airlines’ Response to Forcibly Removed Passenger Represents the Worst of Corporate Communications”

Marketing Copywriting and Editing

When Is Your Copy Editing “Done”? As a marketing copywriter, your skills are a double-edged sword. You have the power to help your clients clarify their message, tell a compelling story and connect with your audience. But you probably also notice a lot of things when you write that others may not. While your client may write up something once, be happy or unhappy with it, and move on, your own attention to detail and ability to structure a narrative makes your work powerful. And…Continue Reading “Marketing Copywriters: What’s Your Writing Workflow?”

hiring a marketing consultant

In-House Marketing Teams Are Strained Marketing managers are under constant pressure to provide more and better results. With tough competition and the rise of data, execution of a cohesive marketing strategy is vital. But when there’s no time to plan, how do you know what to follow through on? No matter their level in the organization, marketers spend so much time on execution that resources just aren’t there for research and planning. This is why it’s so critical to engage an outside marketing consultant for…Continue Reading “Marketing Strategy Should Come From Outside the Department”

Marketers, To Be Innovative, Stand Out

Mere competence is not enough. There are plenty of “average” marketers out there in the world. So what do you bring to work that makes you more effective than them? If you can’t answer this question, you’ve got a problem. And today, marketers, your clients need you to come up with innovative new approaches and ideas more than ever before. There’s too much competition out there to deliver the same old product, diminishing returns will take over. But before you can do this, make sure…Continue Reading “Marketers, To Be Innovative, Know Yourself First”

Communication Barriers at Work

And neither should you. Org charts create artificial barriers and silos between teams. And much of the time, they get in the way. It’s irrelevant if you’re a manager or employee, or what part of the department you’re in, or whether you “should be talking to” that person who could really use your insights and advice. Just do it already, and damn the consequences. What’s the worst that could happen? You might get fired. So what? That just means you shouldn’t have been working there…Continue Reading “I Don’t Give a Fuck About Your Org Chart”

Terrible bosses spy on their employees

The Quickest Way to Destroy Your Business Good bosses can lead your team to achieve so much. But bad bosses… wow. How bad? Here’s a cautionary tale from my own career. My first job out of college sixteen years ago (technically I started working in 1991, but still) was with a startup in Tucson, Arizona. This fledgling company attempted to compete with the Sysco’s of the world, breaking up the near-monopoly in foodservice distribution. It failed – a story for another time. My role at the…Continue Reading “Worst Boss, First Boss”

What kind of world do you paint for your prospects

“To hell with facts! We need stories!” ― Ken Kesey Storytelling is vital to today’s marketing. Do you make a connection with your prospects and customers through storytelling, or are you still stuck in the world of “speeds and feeds” as we used to say in tech? Especially in B2B (business-to-business), there’s a gap between who companies think they are trying to reach versus who they really need to reach. And who they really need to reach are people, not companies. There’s an unspoken belief…Continue Reading “Marketing Story Is Key To Reach Head and Heart”

Marketing when your product isn't so exciting

Marketing is Hot Stuff, Right? Models, lingerie and fashion shows. What could be sexier than working for literally the hottest store in the mall? At 21, my first “real” marketing project was to create a promotional postcard for the manager of our local Victoria’s Secret. Yep, this is it, I thought at the time. The start of my long and glamorous advertising career. Yeah, No. I got it half right. My career has been long, and winding, but maybe not so flashy. At least not…Continue Reading “Five Ways to Market “Unsexy” Products”