Using Human-Centered Design and Disruptive Thinking to Get More Email Addresses

As a creative, I pride myself on being a technologist. From ordering pizza online at 4:30am to switching on my home Sonos from Tahiti while my kids are sleeping, technology is part of our daily lives. If you work in marketing, then you’ve probably run up against something called “user experience” or “x-factor” for short. As marketers, we need to take a cue from the tobacco industry and learn how our products affect everyday humans, catering our design-thinking to generate more leads and speak to new audiences. Like Philipp Morris, we need to DISRUPT, COERCE, and INFECT our audiences into seamlessly immersing themselves into our web experiences and ultimately our products.

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The Only Metric Marketers Need to Master

There are articles a-plenty for the “right metric” for each stage of the funnel. Problem is, you end up with one equation for tofu, a different one for mofu, and another one still for bofu. Then you have to take those results upstairs and try not to confuse your leadership team. Feels like a lose-lose situation. You lose precious time coming up with the next big thing to impress AdWeek and your bosses lose brainspace trying to decipher what the hell you’re going on about.

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More than Content with Content Marketing

Copywriters, I’m looking at you. Why is it that every time we talk, the conversation always leads to you describing your life’s dream: write the next great American novel? Wake up! Don’t you see? You have created the next great American novel. Your words–your carefully crafted words–are plastered across Facebook newsfeeds, on blogs, on web banners hugging other content. It’s all part of a wonderful tapestry of the next great literary masterpiece.

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Breaking up with “Marketing as a Relationship”

Can we finally all agree to stop the delusion that marketers are building relationships with customers? Connection, conversation, conversion. Who are we kidding? A gang of bobble heads whose only product is their ego decided to drown out any reasonable dialog on what makes good marketing with their incessant narcissism and now we are all the worse for it. You need look no further than your latest Facebook post to see the farce playing out in real-time–oh, and don’t get me started on RTM. It goes a little like this:

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How to Tell if Your Work Mentor Just Wants You to Work More

We’ve all started out on the bottom rung of the totem pole when it comes to making the supreme cut for that top dog senior manager title. I can recall the countless years proving myself as a landlord for my father’s property management company where I pushed myself to the limits of my working ability each and every weekend. As a former apartment manger (now copywriter), I am driven by those that I look up too.  More importantly; I’ve learned that what matters most to higher-ups, managers, and senior vice presidents are RESULTS.

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The Only Way To Unlock Disruptive Revenue

The days of recurring and simple revenue are behind us. The production of simple goods, an oversaturated day dream. Some might call it the “American Dream”, though I’m inclined to call it pre-owned revenue.

There’s nothing groundbreaking within the model of pre-owned revenue. The ideas aren’t unique, the patents are stable and idle. What you need now is something disruptive and pave-the-unwalken-road-worthy. Look at the Ubers, the Zenefits of the world. What does ride share and insurance have in common? The answer is easy, they have disruptive revenue, unshackled from the pre-made solutions of a time past.

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