The IMPACT Blog
The latest in inbound marketing, sales, design, & conversion rate optimization.
This will probably be the hardest blog post I'll ever write, which is apropos, as it mirrors one of the hardest decisions I've ever had to make.
Happy Sunday! This week Pepsi overtook Diet Coke as America's second most popular soda (fun fact?), Instagram launched the Layout collage app, and Twitter released Periscope, a Meerkat competitor that we're keeping a close eye on. Which live-streaming app do you prefer? We're interested to see where this one goes...
Remember when you used to enjoy getting email? Sure you do. Who could ever forget that endorphin rush after 17 minutes waiting on dial up internet to finally hear “You've Got Mail”? Euphoric. It was the 90s. You were younger, more sprightly, Adam Sandler was still funny, and your inbox didn’t look like the inside of the Yellow Pages. Then marketers ruined everything. (Except Sandler. Everything post-Spanglish did that.) By the late 90s, everyone had an email address. This also meant that every company had access (if they wanted it) to yours. The result? You started getting emails from EVERYONE. It was no longer an enjoyable experience. The advent of SPAM filters and software helped, but the damage was done. We’ll forever view our inbox with a dose of suspicion every morning. But here’s the worst part: many who hate receiving SPAM are actually keeping it alive in their day jobs as marketers. Are you one of them? Check out this handy flowchart to find out.
You’ve probably never heard of John Pollack before. And who could blame you? He’s a fairly soft-spoken, unassuming writer from Ann Arbor, Michigan who began his career covering the sewer commission (among other things) in suburban Connecticut. While an honorable choice of profession, it’s not typically the platform you’d expect from someone who eventually had the largest audience of any content producer on the planet. But make no mistake about it, you’ve undoubtedly heard his work before.
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When I was a kid, I’d often laugh at the kids who ran around on Halloween as if it were a contest to see who could get the most candy. (It was.) I wasn’t laughing at the adolescent nature of it all, but rather the fact that I was smarter than they were, as I knew exactly which houses to go to – some out of the way – that gave out more candy than the average split-level ranch. Less effort; more candy. Game, set, match. Two decades and a few cavities later, I have a similar response when I see marketers who exclusively focus on search engine optimization as their golden goose for generating traffic and leads.
The analogy really gets a bad wrap. Though it may be the most powerful form of communication, if you bring them up to most people, you’re sure to elicit an anxious response as they recall their lackluster performance on the SAT verbal. But analogical reasoning is so much more than mason:stone :: carpenter:wood. Analogies help us understand new concepts by pulling context from our past experiences and knowledge.
I’ve always found it curious that, as marketers, our default mindset is always to do more. More traffic. More leads. More tweets. More blog posts. More conversion opportunities. At some point, however, the savvy marketer takes a step back and asks, “is ‘more' actually helping?”
While I’m not one for routines, every Sunday starts the same way for me. I wake up, head for breakfast with my friend Justin, order the full stack of blueberry pancakes (because I don’t play), and finally, head to the local bookstore. I buy a lot of books. Some might say it’s a problem, but other than my complete disregard for the environment – I've tried! I just can't get into books on the iPad – I think it's perfectly normal. When it comes to buying books, I’m a sucker for signage. I’ll breeze past the same stack of books labeled “Noteworthy Paperbacks” one week, but when they change the sign to read “Books Everyone Must Read” the next, I’m all in. Same books. Different signage. Different result.
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