The end of the MDA Telethon—and what it teaches marketers

When I was a kid, once the Muscular Dystrophy Association’s (MDA) Labor Day telethon aired on our bulky living room Zenith, I knew summer was pretty much bye-bye. It was back to school for me and my mopey classmates. The telethon, though, had been a…

5 rudiments to rebuild your marketing instincts

I have a sizable heap of marketing gunk taking up far too much real estate in my subconscious. It’s my own fault. Like many of us, I nosh on a steady diet of articles, SlideShares, and blogs on the latest happenings, I cull some insights…

To be an effective marketer, develop this characteristic, now

“What is this, hippie marketing?!?” my client growled. He was glaring across the table at me, holding a draft of my copy in his hand. A former commander of an aircraft carrier, this guy was tough as old shoe leather, and his presence filled the…

How to use the ‘5 opposing forces’ of better marketing

When I was a marketing lad, a very wise friend and mentor shared something with me that I never forgot… “Remember, a person’s greatest strength is also very often that person’s greatest weakness.” Huh? That seemed very philosophical and deep to me at the time…

The single most important decision in your marketing

The best marketers I know (on the client or agency side) all have a particular, and very important, characteristic in common: When taking on a new project, they’re always focused, even maniacally, on their audience. In briefings or in meetings, the first question they have…