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If you're just getting started with freelance work, determining your hourly rate can seem a little confusing.
Are you shooting too low or too high? Will your client's complain ... or are they making out like bandits?Read More
While it's certainly important for a beer to taste good, there's no denying that packaging has some influence on people's buying decisions.
Ten years ago, a lot of breweries found they could get away with soliciting a friend to design their beer packaging. Not anymore. With so many beers competing for attention on the shelves, standout beer labels have become a critical part of any brewery's marketing strategy.Read More
When was the last time you paid attention to how you dot your i's and cross your t's? Probably never. Well, you may want to grab whatever handwritten notes you have handy and take a look.
As it turns out, how you write can indicate more than 5,000 personality traits. The size and shape of your letters, spacing between words, and even how hard you press your pen down can signify all sorts of characteristics. It can even give clues about your health and energy levels.Read More
How many times in the past month have you answered the question "how are you?" with something along the lines of "busy" or "stressed"?
People love talking about how jam-packed their schedules are. I'm no exception. In some sick way, it kind of feels good to share with people how much I have going on.Read More
It can be easy to think your new business program works. You have new clients coming in the door. The account sizes seem OK. And you haven't flagged any retention issues.
But is this approach the best approach?
I think you know the answer.
When it comes to delivering a powerful pitch, few fictional characters inspire as much as Mad Men’s Don Draper. You may not be over 6 feet tall or have his chiseled jawline, but that doesn’t mean you can’t pitch like him.
A presentation that wows the audience often means the difference between a great idea being squashed in the conference room and seeing it on billboards across America.Read More
Have you ever poured your heart and soul into a blog post only to see it completely tank?
It doesn't generate leads and barely sees any views, while that silly GIFs article that took you half the time and energy goes viral. Doesn't that drive you crazy?
To gain a better understanding of their audience's interests -- and ensure that their content is actually resonating -- smart marketers are turning to the performance numbers of existing content to inform their strategy.Read More
A company is only as good as its employees.
And the best companies spend their time cultivating a superior talent pool. Unfortunately, even those companies that prioritize the employee selection process don’t always take the same approach to evaluating potential marketing technology partners.
In reality, these partners influence and represent your company every bit as much as your employees -- if not more so. Choosing the right partners requires just as lengthy and thoughtful of a process as hiring an account executive or project management.Read More
An agency-client relationship is not unlike that between a film’s producers and its directors. When filmmaker Christopher Nolan spoke earlier this year at the 2015 Tribeca Film Festival, he summed up the ad land paradigm perfectly:
[It’s] a very paradoxical position. You are hired by people who then give you the appearance of wanting to control you, but they’ve hired you to resist them, they’ve hired you to have a point of view.
We’ve heard the story before: Everyone involved in a project seems to be pulling toward a common goal, but somehow, a tug of war ensues. The stakeholders pull the rope of productivity back and forth so often and so frequently that the project feels like it’s at a standstill.Read More
Hiring and retaining talent is one of the most important factors in your agency's growth plan. It is also one of the most difficult elements to get right.Read More
You can be meticulous about scoping, researching, and planning for a client project, but that is not going to matter when the completed work is vastly different from what the client wanted.
And then what are your options? Start over? Revise? Push forward?
Clients value the output of the project. If your visions don't match up, then the project is ultimately a failure.Read More
Most days, you are just trying to catch up to the current issues plaguing your agency, rather than the previous week's.
There's simply not enough time to think about the future.
The problem is that the future -- including the time to sell or exit your firm -- will be here before you know it. And you need to be thinking about this day years before it actually occurs.Read More
There's a lot of things that people save until the last minute -- laundry, filing your taxes, holiday shopping, etc.
Creative thinking should not be one of those things.Read More
"Comic Sans is the best joke I ever told," tweets the font's creator, Vincent Connaré.
But why?Read More
There is no golden formula when it comes to successful content marketing. But data can point us in the right direction.
One of most common questions we hear is: Will an increase in publishing frequency also result in an increase in shares?Read More
Just like any complex system, the human brain contains quirks. For instance, a multitude of details unrelated to an object's inherent worth can significantly skew our perception of it -- its color, the time at which we first come into contact with it, others' perspectives on it, what we were doing just before it was introduced, the words used to describe it, and so on.
Bottom line? If you think each opinion you form is totally rational, you're sorely mistaken.Read More
Social media is the siren song of marketing. It lures you in with temptation, but if you’re not careful, you’ll find yourself dashed along the rocks. Creating a successful campaign for a client requires a considerable amount of planning, data, and yes, creativity. Getting the right balance of all the elements takes patience, knowledge, and the ability to execute.Read More
I have a confession. I don’t know how to explain what I do for a living.
My title: copywriter.
But my friends, family, and acquaintances not in the industry believe that I monitor legal patents. Copyrighting.Read More
One of the best ways for an agency to make more money is through increasing billable rates.
But there are a lot of different pricing models. It's important to understand how different agencies bill, so you can experiment with new structures and approaches to billing clients.Read More
More, more, and more.
It’s the rally cry of new business professionals: more, more, and more clients.
But as you know, more isn’t always better.Read More
When you’re in the early phases of a web development project, narrowing the list of action items and features down to the most important and impactful items can be difficult. The scope can slowly start to expand until your simple launch pad website requires three-months of design and development time and additional support from outside resources.Read More
Most agencies think about growth through a narrow lens: add more clients and more reputable accounts.Read More
It’s the self-help topic du jour: achieving “work/life" balance.
Tips for reaching this coveted state-of-being range from the physical (like exercising and unplugging from technology) to the psychological (like meditating and mentally “disconnecting” from work) to the sociological (like meticulously scheduling all of your outside-of-work interactions/activities with friends and family).Read More
The printed ad format doesn't get a lot of attention these days. The buzz tends to surround social, mobile, and digital. Print is seen as outdated and even a little boring.Read More
Between the bowl cuts and missing teeth, there's nothing quite worse than looking back on a pile of your old school photos.
Did I honestly think that pink scrunchie was a good idea?Read More
People make mistakes. (We're only human, after all.)
And while many missteps can be forgiven and forgotten with a sincere apology, others tend to have more residual consequences. Celebrities in the public eye have become used to the latter.Read More
The account executive, in many agencies, has a confusing role: She must be the client's best friend and advocate. She should represent the firm's values and attitudes. She has to organize and manage projects to completion, allocate resources, and even sell. In addition, she also might need to come up with ideas, set KPIs, and balance budgets.
You would need multiple personalities, an unbending will of focus, and a few expensive degrees to be able to do well at a role that encompassed all these skills, yet many agency owners believe they can find or even mold a person to take over this role.Read More
Finding the right punctuation mark for the end of a sentence usually comes easily -- a period, exclamation, or a question mark will do in most cases.
But sometimes, those simple marks just don't live up to what you want to express. You need a symbol with a bit more oomph.Read More
How often have you or one of your coworkers uttered the phrase, "I wish there were more hours in a day"?
Between work, your commute, the gym, cooking, kids, happy hours, baseball games, knitting, your band, and whatever else it is you try to squeeze in -- oh yeah, I almost forgot sleep -- it can be hard to accept that 24 hours in a day is all you get.Read More
With more than 302 million active monthly users and 500 million updates sent per day, Twitter continues to be a rich marketing avenue for brands.
But even though the platform is more than nine years old, most of its advertising products are still young. The company only started to make a push and introduced new and innovative solutions in the past two years.Read More
“You will never get a second chance to make a first impression.”
This quote from Will Rogers is relevant for most things in life, but it is especially significant when introducing new products to a market.Read More
It's no secret that competitive eater Kevin "L.A. Beast" Stahle is passionate about food -- his award-winning eating accomplishments are all over the Internet. (Fun fact: He once ate 31 meatballs in just 10 minutes.)
But if there's one thing that Stahle loves more than food, it's Crystal Pepsi. In fact, he's so enthusiastic about the short-lived clear soda of the '90s that he's taken to social media to create demand for a comeback.Read More
There's no question that men and women think and communicate differently. We're from different planets ... right?
And this seemingly simple idea has implications outside of the confines of romantic relationships and friendships. It's also relevant for how brands build connections with and market to men and women.Read More
When I go on vacation, I completely turn off work ... but I don't stop marketing.
Of course I don't actually work while I'm on vacation. It wouldn't truly be a vacation if I did. I use my out-of-office reply to continue marketing while I'm gone. Below is my most recent one.Read More
We all want to be better leaders. We want to create environments where people are successful, happy, and creative. We know that this contributes to the health of our businesses.
But being thoughtful and purposeful in our approach to leadership takes work. Sometimes, it requires some temporary navel-gazing. To be a great leader, you need to be mentally strong and emotionally intelligent. You need to understand yourself before you can support and guide others in the right direction.Read More
When we were transitioning into an inbound marketing agency in 2012, I spent hours and hours reading articles and books and reviewing other inbound agencies' websites. I wanted to know what the best of the best were doing. They were the experts, and I wanted to be successful in this new type of agency as quickly as possible.
Now, we've made more mistakes over the years than my pride would allow me to admit here. But there is one mistake that was extremely costly and the result of my initial "study the experts" approach: tiered pricing.Read More
For a salesperson, persuasion is the ultimate superpower.
How often do you get a call from a prospect you’ve never spoken to before who says, “I love your service and it’s the perfect fit for my business. Where do I sign?”
Probably not that often.Read More
Let's say that you just wrapped up a super successful campaign for one of your clients.
You're thrilled, your client is thrilled, but when it starts to pick up a bit of media attention, it becomes very clear that you're unprepared.Read More
Producing creative ideas is at the core of an agency, but the bottom line of any business is productivity. If you aren’t delivering on your ideas within a promised time frame, you will lose clients -- no matter how great your ideas or services may be.Read More
It would be great if there was a handy tool that could tell you what tweaks to make to your landing page to get more leads, more shares, and more customers. But until that day, marketers still need to test, test, and do more tests to figure out what changes will result in better results.Read More
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