Every company must balance its efforts between creating useful products or services and promoting and marketing those offerings. The same is true for individuals like me (consultants, authors, influencers, “thought leaders”). We can spend time building and stoking our audience, or we can spend time developing insights and serving customers with them. Having published a…
If you signed a deal with a publisher — traditional or hybrid — they probably made you promises about all the great work their marketing teams can do for you. But the rosy picture you have in your mind about their book publicity probably doesn’t match what they actually can do. Less than half of…
Marketing has such a poor reputation that it now has to pretend to be customer service. And it makes me hopping mad. For example . . . The reason is simple. We all want to open customer service messages from our current providers. We are far more likely to ignore marketing messages. The marketers at…
Tesla announced a humanoid household robot Thursday, with a prototype due out next year. It made headlines even though there was nothing to see but an actor in a suit. Elon Musk was just musing out loud with slides and silly props. This is not new. Most of what Musk announces has no dependable release…
Volkswagen posted, then withdrew, a press release about renaming the company as “Voltswagen” to reflect a commitment to electric cars. Apparently it was an April Fools joke — and very poorly executed at that. Here’s the timeline of how it went down: Monday, 29 March: Press release about the rebranding “accidentally” posted on VW Website,…
Coronavirus has frozen your business in place. Nobody’s buying. Nobody’s even able to buy. What should you do? Be generous. Give stuff away to your customers. It’s simple. The only real asset you still have is customer relationships. You also have workers — unless you’ve let them go — and those workers are used to…
TV spots and other advertising right now are mostly wasted. Consumers view your normal ads for normal products against a backdrop that is not remotely normal. People are shut up in their houses; people are dying. This is not a time to get people to test drive SUVs or open a new credit card or…
My inbox is full of irrelevant messaging. There are the messages from everyone from my eye doctor to the bike shop about COVID-19. And then there are marketing pitches that were clearly created months ago and are totally irrelevant now. There’s only one thing on people’s minds: surviving the pandemic. If that’s all people are…
Goop sells a $75 candle that smells like Gwyneth Paltrow’s vagina. Paltrow and her perfumer came up with it. Look, I’m no prude. Bodies have smells, and smells generate emotions, some warm and touching. But that’s because the smell goes with the body. That’s why your girlfriend’s hands or your husband’s cuddle smell so good…