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Demographics, Marketing, and Mojo

Clarks Termite and Pest Control Getting Rid of TermitesWhen I’m working with a company or with a client I like to think about their customer. The mojo truly flows when the company I’m working with thinks about their customers.

There’s a company in South Carolina called Clark’s Pest Control. Clarks is dedicated to kicking termites, bedbugs, and other crawling pests from your home.

Clarks Pest Control gets the ick factor of pests.

Pests Are :

  • Disgusting
  • Disease carrying
  • Destructive
  • Inconvenient
  • Costly
  • A health hazard

Pests Are Not:

  • Something you cuddle
  • Good for your family
  • A way to say I love you to your wife and child

Of course you should know your demographics and of course you should have your personas neatly established. (Hubspot has a great article on how to create personas if you’re interested.)

But, you need to know what emotionally moves your customer. For Clarks Pest Control it’s keeping the family safe. Protection. Basic and primal. It’s papa bear and mama bear protecting their young cubs.

These emotions are in all of us. What emotions do your customers experience when they use your product or service?

Why, I’ll Just Produce a Viral Video!

Human hand holding a large TV remote“I’ll just produce a viral video.” I heard these words from a friend of mine a few months ago.

Having cut my communications teeth in the television industry, I can assure you this is not how the video production and distribution process works.

Senior Digital Strategist Jon Thomas recently posted his thoughts on The 5 Myths of Viral Content.

What caught my attention was Jon’s number 4 myth: Viral means that it grew organically.

In television and film industry it’s about production and distribution.

If your film isn’t distributed, no one sees it.

It’s no different in the online video world. You have a distribution plan for your content and you need a distribution plan for your video.

Create a path for your video. Think about your industry, audience, and current content providers. Discuss with your content providers the best way your video can reach your audience.

Yes, you can produce a video. The question is, what do you want the video to do once it’s produced?

Set it and Forget it Marketing – Ron Popeil

Close up of giant chickenIn the 1990s Ron Popeil was the rotisserie king of “set it and forget it”. You’d put your chicken on the rotisserie, set a timer, and walk away. Your soon to be fully cooked chicken would slowly spin until the timer rang.

Set it and forget it works for chicken. It doesn’t work for marketing. If you walk away from your marketing efforts your clients won’t remember you.

It’s not uncommon for clients to build a website and think, ok the website is done. That’s it.

You’ve built a great website. Now you have to market it.

Feeling nostalgic? Enjoy Ron Popeil’s famous Set it and Forget it rotisserie infomercial.

Build it and They Will Come – Website Building Myth

Website Development MythSometimes clients (especially those with brand new sites) suffer from the “build-it-and-they-will-come” syndrome.

It makes sense the client is aware of his new website and thinks others are aware of it too. Just one problem. Your customers don’t think about business the way you think about it.

If you’re building a new website you’re probably thinking about how your business.

A fundamental part of thinking about your new site is remembering who visits it. Build the site for your customer. Think how they will use the website. This will make your life happier.

What Will Determine Your Project’s Success?

Johann Lohrmann Drive Your Success with GoalsIf you are clear on why you’re producing, you will succeed. Success happens the goals are clear, precise, and are attached to an action plan. If you don’t have an action plan, you’ll fail.

One of the biggest reasons why projects fail is a lack of clarity. When you’re vision is clear, you can see the steps you need to take. When your vision isn’t clear, you’ll take small steps. (The same is true in life). Goals give you clarity of purpose.


  • Are written down
  • Have an end date
  • Have obstacles that have been identified and there is a plan in place in overcoming them
  • Have identified those who can help you progress
  • Are Attached to an action plan

You see how specific this list is? Follow these rules when it comes to setting goals and you will be successful.

By the way, I didn’t write these goals. Another man, by the name of Zig Zigler wrote these. I simply follow them.

Using Lean Six Sigma in Your Company

Lean Six SigmaLean Six Sigma. It sounds daunting, doesn’t it? Here’s the secret. It’s not.

If you’re sitting in the middle of a project and you’re stuck there are tools that will help you get unstuck.

I’ve used Lean Six Sigma tools in a marketing agency and the tools helped tremendously with gathering requirements, workflow issues, project and process streamlining, and getting to the root of a problem.

There are tools that will help you:

  • define and prioritize
  • measure performance
  • analyze root cause
  • control the process
  • plan and implement

Of course, you need someone who knows what tools to use and when to use them. That’s why I’m here.


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