The second critical role on your marketing team

Posted by Laura Lorenz      Date Aug 20, 2014 10:26:00 PM


In my last blog, I began discussing the change in marketing that has occurred over the last fifty or so years. Strategy was the focus of that post.

In this post, we’ll discuss the difference between copy-writers of old and great content writers of today.

When I think about copy-writers, I think of Peggy from Mad Men. Her job was to create promotional materials for the purpose of selling to a specific demographic. It needed to be able to persuade the reader to buy whatever the copy is selling. They used focus groups to see if the copy they wrote would move people to action.

Great content writers today write educational content that helps a potential client figure out how to solve a problem they are having. They need to be able to gently guide them through their buyer’s journey, helping the reader or viewer arrive at the conclusion that their product or service is the only one that will solve the problem.

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Sales Automation vs Marketing Automation

Posted by Dan Kraus      Date Aug 14, 2014 10:11:53 PM


I was recently talking with prospective client about automation for the business development process, specifically marketing automation, and she asked to explain the difference between sales automation and marketing automation.

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Are you telling stories with a point or creating a verbal jigsaw puzzle with your talk?

Posted by Dan Kraus      Date Jul 31, 2014 7:37:32 PM

I get the opportunity to watch and listen to fabulous speakers. Some I watch live, some recorded (I “waste” my downtime watching TED videos), and when I watch these speakers – Seth Godin, Malcolm Gladwell, Tom Peters, Scott Brinker, just as examples – I see people who are outstanding storytellers and whose stories all lead to and support the point of their talks.
In the past two days, sitting at very large conference, I got to listen to two different keynotes. Two individuals were given the stage in front of 5000 people – to make a point, to inspire, to teach. What ensued from each was a 45 minute verbal jigsaw puzzle. Each had stories to highlight their experiences, but even though the stories may have been slightly related to the conference, they had no unifying string or theme. It was left to us in the audience to figure out what they meant, how to tie it together, and how to relate it to our experiences. Read More

Are you using your sense of humor in your marketing and brand?

Posted by Dan Kraus      Date Jul 29, 2014 1:04:45 AM


A friend sent me this picture from the park Manitou Springs, Colorado. It proves that even municipalities can have a sense of humor in getting their message across. Does this help keep the park clean? I have no idea, but I would expect so. If nothing else, it makes the message more memorable, and memorable helps create action.

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Do We Trust Our Technology Too Much?

Posted by Anna Oates      Date Jul 21, 2014 11:00:00 AM


Editor's Note:  The post below is from our summer intern, Anna, and highlights a view of the "real" from a full time college student and digital native.


As someone who grew up with technology basically being more of a right than a privilege I have found myself not only surrounded with wants for the newest gadget but a reliance on it. For our world has gone automatic, cutting edge, we use these gadgets to make our lives easier, we hardly ever consider the old way because it’s too time consuming or it simply takes too much effort.

Last week I was put in charge of doing biographies for a client’s web page. It was a simple enough task with simple enough questions to ask. It shouldn’t have been a problem at all. But I found myself faced with one. With technology at my disposal I chose not to go through the painstaking process of scribing the interviews and opted to simply record them on my iPhone.

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Marketing overload

Posted by Laura Lorenz      Date Jul 1, 2014 4:34:00 PM


Over the past 2 weeks I have inundated with information about how much the world has changed in the past 30 years. From trying to explain to young staff about the emergence business software needed to track and maintain inventory for manufacturers and distributors, to a great presentation by Scott Brinker discussion the almost impossible progression of marketing technology, to National Geographic’s series on the 80’s. Wow, I can’t believe I have lived through all of this and still have a mind to think!

The marketing guru’s have been writing about marketing automation and technology changing the average marketers life for several years now, but it was never as clear to me as it is now. Most growing businesses are trying hard to take advantage of the changes, but it is really to keep up. Even the guru’s find it hard!

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Do You Love Your Vendors?

Posted by Dan Kraus      Date Jun 24, 2014 1:06:41 PM


When you run a small business, you need partners you can count on. That means customers that you can trust and who trust you. It requires employees that are pulling in the same direction. And it means vendors that you are truly jazzed to represent.

At Leading Results, I’ve gotta say, we do love our primary vendors – we have only two – but we are passionate supporters of them, because they are there for us and help us to be our best.

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Don't Post Blog Content You Hate

Posted by Dan Kraus      Date Jun 19, 2014 9:29:00 PM


Once in a while I see a blog from someone who I like and respect, but that is SO TOTALLY WRONG, that I have to comment on it. This is one of those posts.

Scott Yates – an entrepreneur and writer I respect – recently posted on the Marketo blog this post on Amy Adams and why you must post blog articles that you may hate.

Scott summarizes his point this way “… the short version of how this relates to content marketing is simply this: You can't treat your business blog like a movie. It's fine to like or dislike an actress. What's not fine is to treat your business blog like a movie. The question isn't if you like it. Rather, the question is if the blog is helping you meet your business goals.

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Creating Differentiation with Simply Excellent Customer Service

Posted by Dan Kraus      Date Apr 28, 2014 10:35:00 AM


I had to write this post about my recent experience with the folks at Southtree. I was introduced to this company through a groupon.  The offer was for $250 in video transfer services for $75, and I, like a lot of folks, have tons of old video and old pictures that I’d like to be able to use on my computer.

But transferring video to digital is a painfully slow process.  And for some forms (like slides), you have to have the right equipment.  So I figured this was a good opportunity to get some of the work done.

So I cashed in my groupon and boxed up my tapes according to their instructions, and sent them off. Now, trusting the postal service with your only copy of a memory is a little nerve wracking. Yes, they usually deliver, but you never know.  So I was quite relieved when I got this message two days later:


Hello, the team here at Southtree wanted to let you know your memories were delivered safely to our secure processing studio. We know these are very important so we keep every order under lock and key. Our studio is equipped with the latest surveillance, firesafe walls, and security systems.

Nice!  They had anticipated my anxiety, and relieved it immediately. Our relationship was off to a great start. But I sent 19 tapes and 61 slides.  Would I get my stuff back?  How do they keep track of all those little pieces?  Then

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I don’t need to have buyer personas for my website

Posted by Randy Aimone      Date Apr 14, 2014 7:00:00 AM


Similar to:  “I need to reach too many different types of people for buyer personas to work” or “Let’s fix my buyer personas after I get this (fill in the blank) marketing activity done.”

Your message or offer has to have a clearly identified target in order for your marketing to be effective. Or said differently, “anyone” or “everyone” automatically qualifies as “no target” and hence, attracts nobody.

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