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2019 Annual Planning

2019 Annual Planning

I can’t force you to do it. However, I can assure you that of the 200+ companies that I’ve worked with, the ones who do nearly always get great results.

REMEMBERING TO BE GRATEFUL IN 2016

REMEMBERING TO BE GRATEFUL IN 2016

  This time of year is great to rebuild your foundation of gratitude. Since gratitude is scientifically proven to make you happier and it is common belief that helping others is also very helpful to you - it stands to reason that we should all build habits around expressing gratitude to others and ourselves. It is literally true that you can succeed best and quickest by helping others to succeed.- Napoleon Hill And, what better way to get into the holiday spirit? Thanks for all your...
PRODUCERS – to write more concisely for the web.

PRODUCERS – to write more concisely for the web.

We are the ADHD generation. We flit from one idea to another. This presents a problem for business writing which generally needs to be logical, linear, and cohesive to be efficient. This also holds true for most writing on the web. You need to capture attention and deliver value immediately. This post will give you a process to write more effective business communications. The formula below is a one-word spin on a seminar taken years ago: PRODUCERS. If you haven’t already clicked off to your Facebook page then you’re doing great! You’ll be rewarded (…now!) P: Plan R: Research O: Omit D: Deduce U: Unify C: Clarify E: Edit R: Review / Revise S: Send/Submit If you’re creating then you’re technically being a Producer so here is your PRODUCERS formula. Now go forth and do...
How the 2016 Super Bowl Leveraged Love

How the 2016 Super Bowl Leveraged Love

The 50th Anniversary is the “Gold”, and what is sweeter than winning gold?   The first Super Bowl ad I saw this year was Jim Gaffigan as Col’ Sanders for KFC and I thought, “That’s smart - I bet many of their target audience love that guy.”   The Deadpool commercial aired and my girlfriend said “How did that character get his own movie?”, I replied that, “People love Ryan Reynolds.”     A few minutes later, this commercial aired: Subaru had an Ad with a dog driving it’s sleeping puppy around town.     Dogs being one of the most beloved animals – can you see a pattern emerging?   This year’s advertisers seemed to agree with the Beatle’s that ‘all you need is love.’   Why did Budweiser, America’s most popular beer brand, have two of the most popular comedians say “Everyone loves Paul Rudd,” then show Paul Rudd? The same reason Coca Cola used Paul Rudd to open a tiny coke to make the Hulk happy.   Of course, the goal of these advertisers is to associate something their audience loves with their brand.   It may seem obvious to use celebrities, maybe even unfair since it often requires millions of dollars, but there is a subtle and actionable takeaway here: to find out what your customers love and leverage that to spread your message.   If your brand is the Super Bowl then you need to appeal to a wide breadth of people from families to the more traditional beer-loving sports fans. Hence the most widely popular musicians performing during the half-time show. However, I don’t think the best Creative Directors...