The Marketing Girl’s Christmas Gift...

Dec 17, 2012 by

Control is one of the key factors to the success of a marketing campaign or program.  The marketer loses control, the project goes to pieces.  As a result, many marketers end up as control freaks. “You should be in control of the project” is one of those ominous statements I dread hearing from any CEO.  That usually precedes the coming of the Four Horsemen of the Apocalypse.  When a CEO tells me that, it means a project has gone awry somewhere.  Worse, it has become an unholy mess.  If I want to survive the Spanish Inquisition, I better know exactly what caused it to disintegrate before the CEO even calls for me. “What will you do about it?” is the question that triggers nightmares and seizures in even the most hardened marketer.   Unfortunately, in...

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Anybody Who Pays?

Feb 1, 2012 by

I was having a lovely lunch with some business colleagues when the talk veered to someone’s new business. Me:  “So, who’s your target market for it?” Businessman:  “Anybody who pays!” WEH?! In the Jurassic Era, “anybody who pays” is an excellent marketing strategy.  What do dinosaurs know about marketing anyway?  All they care about is not being devoured by the T-Rex. In the 21st century, however, there is no “anybody who pays.”  If your marketing director is dispensing that sage advice, you should fire him.  Immediately.  If you continue listening to that drivel, you will be devoured by the modern day T-Rex – your competition. I don’t need to tell you how saturated the market is with every product and service known to man and fungi.  There are products and services whose purpose in...

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The Permissible Personality

Nov 2, 2011 by

The house has been taken over by a tiny canine visitor, the chickens are molting and looking ridiculous, and an adorable, squealing baby is running around the house. Snowball the Cat is not pleased.  Not pleased at all. Wait!  This post is supposed to be about starting a writing business and here I am writing about my home life.  Isn’t it irrelevant?  Shouldn’t I screen out these fascinating tidbits about my personal life? Therein lies the question, doesn’t it?  When I worked for the big corporation, I sought to find ways to express my slightly oddball personality without clashing too much with the official Corporate Persona.  Coworkers who had become friends would talk about leaving their personalities in their cars every morning in order to fit in and gain respect.  We’ve all seen the...

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An Entrepreneurial Adventure

Oct 24, 2011 by

I recently read that though unemployment is up, so is self-employment.  I find this to be heartening news.  It brings to mind an image of a modern pioneer picking out a path and taking it, willing to take a chance and explore the unknown.  I love the idea that thousands of Americans have taken on the challenge of building their own little portion of the economy. Personally, I’m on my second try this year.  As you may recall, I quit my corporate job last March (what kind of crazy person quits a good job during a recession??) to start a business designed to link local farms to local consumers.  And guess what?  It didn’t work.  I admit that freely and without shame.  Simply put, when you don’t know what you’re doing, the only way...

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The Pied Piper Syndrome in Social Media...

Jul 27, 2011 by

Social media experts proclaim something or someone is brilliant or amazing (Cue in Bruno Mars!) and we all chime in to agree enthusiastically.  God forbid you do not agree with the social media gurus.  Spell dead career.  Or, worse, vicious attacks from their acolytes for daring to disagree with the founding fathers and mothers of social media.  Have you ever tried to disagree with their articles?  You have?  In that case, I certainly hope you’re in the witness protection program. Like any other marketing professional – OF COURSE, I read them.  Most of the time, I nod my head in agreement.  But there are just times that I cannot agree with what is being posted.  Those rare moments when I wonder if they wrote their posts while under the influence of too many glazed...

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