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Blandvertising [https://marketingexperiments.com/copywriting/writing-meaningful-copy].It’s a word I coined 13 years ago to describe a wishy-washy marketing claim.The type of words that fill a copy b…

Blandvertising [http…

Blandvertising [https://marketingexperiments.com/copywriting/writing-meaningful-copy].It’s a word I coined 13 years ago to describe a wishy-washy marketing claim.The type of words that fill a copy block. They look right. And it’s probably sprinkled with words like “scalable,’ ‘ecosystem,’ ‘user-centric,’ ‘best-in-class,’ ‘leading,’ and on and on. But after you read them or hear them you realize – they don’t really say anything at all. So I loved this lesson I read in a podcast guest application, “A brand that says something is more important than saying everythin…

Some of the best conversations I have with my kids are during filler time. Not the quality time you hear hyped up – just a side conversation over breakfast, or driving to an errand, or putting toget…

Some of the best con…

Some of the best conversations I have with my kids are during filler time. Not the quality time you hear hyped up – just a side conversation over breakfast, or driving to an errand, or putting together Ikea furniture.Marketing and public relations can be the same. Instead of focusing all this attention on forcing a customer to take an action, give them value in other ways and naturally bring up your product. Like this episode’s guest’s story about selling insurance by bringing owls and foxes to schools.  It’s not an aggressive sales pitch, it’s the side conversation.Which is why a k…

I am not a numbers guy. And I’ve been in my fair share of meetings with decks filled with endless charts and data and my eyes glazed over. I’m sure you have as well.So were we the problem? Were we…

I am not a numbers g…

I am not a numbers guy. And I’ve been in my fair share of meetings with decks filled with endless charts and data and my eyes glazed over. I’m sure you have as well.So were we the problem? Were we just not captivated enough by the correlation coefficient?I think not. And I think the reason why can be best summed up by this lesson I read in a How I Made It In Marketing podcast guest application – Even the most rigorous analysis fails without the right story.Numbers, even very impressive numbers, still need that marketer’s touch.To hear the story behind that lesson, along with many more …

The total addressable market. TAM.We sometimes think the bigger the better, right? Hey, it means I can go to potential investors with a more impressive number.But too large a total addressable market …

The total addressabl…

The total addressable market. TAM.We sometimes think the bigger the better, right? Hey, it means I can go to potential investors with a more impressive number.But too large a total addressable market can hinder success. As this episode’s guest says, “serving everyone serves no one.”To hear the story behind that lesson, and many more lesson-filled stories, I talked to Itai Sadan, CEO & co-founder, Duda [https://www.duda.co/]. Duda has raised $100 million, including most recently $50 million in Series D Growth funding. Sadan manages a team of 180 people at Duda.Lessons from the things…

Data, data everywhere, but not a drop of insight.Excuse my remixing of Samuel Taylor Coleridge, but doesn’t it feel that way when staring at a dashboard sometimes.We have so much data – and frankl…

Data, data everywher…

Data, data everywhere, but not a drop of insight.Excuse my remixing of Samuel Taylor Coleridge, but doesn’t it feel that way when staring at a dashboard sometimes.We have so much data – and frankly, our competitors probably have a lot of the same data – but can we turn those numbers into real insights to better serve a customer?Here’s one way to do it, that I read in a recent podcast guest application, but you have to close your laptop first – “Walk the market.”To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Katherine Melchior Ray, fa…

I Love Delta Air Lines. It’s my favorite airline. Please understand that.Now, that said, when I was a kid, their tagline was ‘We love to fly and it shows.’I would see the tagline on TV ads. I wo…

I love Delta Air Lin…

I love Delta Air Lines. It’s my favorite airline. Please understand that.Now, that said, when I was a kid, their tagline was ‘We love to fly and it shows.’I would see the tagline on TV ads. I would see it on giant posters in the airport.And then I would get on the plane. And even as a kid I could tell…the people working on the airplane, are not the ones that wrote the jingle.So I love this lesson from a podcast guest application – Your brand is only as strong as your frontline experience.To hear the story behind that lesson, along with many more lesson-filled stories, I sat down with…

I know the pinch when budgets tighten, customers shift, and deadlines close in. Yet, marketers have a superpower: like Superman’s X-ray vision, we see through constraints to the core idea.That is th…

I know the pinch whe…

I know the pinch when budgets tighten, customers shift, and deadlines close in. Yet, marketers have a superpower: like Superman’s X-ray vision, we see through constraints to the core idea.That is the essence of our craft – not waiting for perfect conditions but delivering breakthrough concepts right here, right now.So I loved this lesson in a recent podcast guest application – ‘every challenge is a creative opportunity.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Dana Bodine, US VP of marketing, Trustpilot [https://www.trustpilot.com/…

Let’s step into these shoes for a minute. You’re the sole marketer at a B2B startup. You’ve been hustling, pitching investors, and finally you close your Series A. Suddenly, you have the budget …

Let’s step into th…

Let’s step into these shoes for a minute. You’re the sole marketer at a B2B startup. You’ve been hustling, pitching investors, and finally you close your Series A. Suddenly, you have the budget to make real progress. What do you do next?Here’s the lesson that stood out to me in a recent guest application: “There is no real progress in marketing, especially in B2B and post-Series A, without product marketing.”I love that lesson and I think of product marketing as the translator between what engineers build and what customers truly need.To hear the story behind that lesson – and ma…

I love the movie City Slickers.If you’re unfamiliar, Billy Crystal is a Manhattanite, has a midlife crisis, and goes out West on a cattle drive to try to figure life out.Spoiler alert, the crusty ol…

I love the movie Cit…

I love the movie City Slickers.If you’re unfamiliar, Billy Crystal is a Manhattanite, has a midlife crisis, and goes out West on a cattle drive to try to figure life out.Spoiler alert, the crusty old cowboy teaches him that the secret to life is – ‘One thing. Just one thing. You stick to that and everything else don’t mean shhh…” Well, you get the idea.It struck me that this is a great brand lesson as well. You’ve seen the stats – our ideal customer simply gets hammered with messages every day. And there are so many things your internal team could work on. How to break through …

Instead of burning budgets on Facebook ads, Talya Elitzer, CEO, Overmind Merchandise [https://www.overmind.co/], grows global merch sales with just seven employees by building worlds, not products.In …

Instead of burning b…

Instead of burning budgets on Facebook ads, Talya Elitzer, CEO, Overmind Merchandise [https://www.overmind.co/], grows global merch sales with just seven employees by building worlds, not products.In this episode, she reveals the underground community-building strategies that transformed grassroots buzz into international demand. Hear her playbook using this embedded player or by clicking through to your preferred audio Streaming service using the links below it.Lessons from the things she madeCulture moves in different waysBuild a world, not just a productScale is a strategy, not a starting …

“Don’t tell me the moon is shining; show me the glint of light on broken glass.”That is a famous quote from Anton Chekhov, and it has informed everything I personally do in writing and marketing…

“Don’t tell me t…

“Don’t tell me the moon is shining; show me the glint of light on broken glass.”That is a famous quote from Anton Chekhov, and it has informed everything I personally do in writing and marketing. And it’s why I was so excited to read a podcast guest application that referenced the famous writer’s maxim I’ve lived my career by – show, don’t tell.To hear the story behind that lesson, along with many more lesson-filled stories, I sat down with Dave Anderson, Vice President of Product Marketing, Contentsquare [https://contentsquare.com/].Contentsquare has secured $1.4 billion in f…

Yes, the Super Bowl ad. How exciting. The experiential activation with the major influencer. The new branding campaign roll out. So wonderful.But don’t stop there.You could have the most compelling …

Yes, the Super Bowl …

Yes, the Super Bowl ad. How exciting. The experiential activation with the major influencer. The new branding campaign roll out. So wonderful.But don’t stop there.You could have the most compelling and creative ad campaign, but if you don’t optimize for every customer touch point, you are undercutting the expectation you have built for the customer with the reality your brand is actually delivering.So I love this lesson from a recent podcast guest application – “Marketing is the chief customer advocate.”To hear that lesson, along with many more lesson-filled stories, I talked to Scot…