April 18, 2024

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Building your brand on moments of helpfulness

June 23, 2016 by 1 Comment

There is a difference between branding and being a brand. Branding focuses on the grand gesture. The big ad campaign with major media impressions. The breakthrough product innovation. The viral marketing event. Those things capture top-of-mind awareness for a short period of time. But in today’s noisy marketplace that awareness is quickly displaced by the […]

Filed Under: Featured, Heart Marketing Tagged With: , , , , , , , ,

The helpful brand wins the heart

June 15, 2016 by Leave a Comment

One way to disrupt your market is to disrupt your marketing. What if you set aside the hard-sell persuasion techniques and the broadcasted interruptions, and instead served up a generous portion of radical helpfulness? What if helping people actually became your marketing strategy? Do you think you could still compete and win? Some brands are doing […]

Filed Under: Heart Marketing Tagged With: , , , , , , ,

A suspect is not a prospect

June 8, 2016 by Leave a Comment

Prospects are people who are able, ready and willing to buy. Suspects are merely eligible to do so. – Lester Wunderman Far too much time and money is wasted on marketing to suspects. Misusing data and technology enables marketers to waste time and money at scale. Prospecting with email is one example. Recently I got an […]

Filed Under: Heart Marketing Tagged With: , , , , , , , , ,

Telling the story versus being the story

June 1, 2016 by Leave a Comment

The story you tell in advertising might make the things you sell sound better. But what really matters to people is how the things you sell make life better for them. It’s that experience that makes your story meaningful and authentic. Here is an example. MidModMen+friends is a Saint Paul, Minnesota retailer of restored mid-century […]

Filed Under: Heart Marketing, Podcast Tagged With: , , , , , , ,

Don’t interrupt, add value

May 31, 2016 by Leave a Comment

Time is not money. It has a far greater value than money. We can spend our money or lose our money, but we can always get more. Not so with our time. Once we spend a moment of time it is gone forever. That’s why interruptions are such an offense. An interruption says “Give me […]

Filed Under: Influence Tagged With: , , , , , , , ,

Reimagining the ‘GO Digital’ blog

May 25, 2016 by Leave a Comment

I have exciting news to share. I’ve made some significant changes to the GO Digital blog, starting with the name. It is now called Digital Heart. Along with the name change, you will notice there is a new look and editorial focus. Why the change? Over the past two years I have focused much of […]

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The secret to a hundredfold return

May 17, 2016 by Leave a Comment

“What do you suppose makes an 89-year-old man want to keep working like this?” I wondered this recently as my wife and I sat in the historic State Theater in Minneapolis waiting for Tony Bennett to take the stage. It’s pretty remarkable if you think about it. He has been recording and performing music for […]

Filed Under: Heart Marketing Tagged With: , , , , , , ,

The covenant of trust

May 10, 2016 by Leave a Comment

People don’t just listen to what you say, they watch what you do. You get their attention when your mission and message line up with what they believe. They want to buy from a brand that shares the same values they have. It’s more than a transaction to them. It’s personal. When they choose your […]

Filed Under: Strategy Tagged With: , , , , , , , , , , ,

The stories that matter

May 3, 2016 by Leave a Comment

The most powerful brand stories aren’t the ones we tell our customers. They are the ones customers tell themselves. People tell themselves stories every day to make it easier to understand a complex world. The stories they tell have little to do with facts, and a lot to do with how they see the world. […]

Filed Under: Content Marketing, Featured, Heart Marketing Tagged With: , , , , ,

That moment you made me feel important

April 26, 2016 by Leave a Comment

On the first morning of my stay at the Renaissance Hotel in Chicago I went to the restaurant for breakfast. I was seated at a table overlooking the downtown cityscape. The Chicago River, still green from St. Patrick’s Day, was tucked between the tall buildings and bustling streets a block away. The waiter, Ahmet was […]

Filed Under: Strategy Tagged With: , , , , , ,
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