Author Archive | Drew McLellan

Become a partner, not a vendor

I know very few businesses that aren’t looking for additional sales. Ninety-nine percent of the time, those businesses identify potential customers and then woo them until they either buy something, tell them to go away or they get busy enough that they go back to ignoring the prospects. Without a doubt, we need to chase […]

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Creating your content machine

You’re ready to get your content machine up and running but let’s revisit the information from last week where we covered some of the preliminary steps in creating a successful content strategy. They were: Identifying the business outcomes/goals for the strategy Knowing who you are targeting and what would be genuinely helpful to them Recognizing […]

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Making content part of your marketing mix

Pick up any business magazine, read a marketing blog or attend a conference and you’re going to get the message that you must have a content strategy.  Truth be told – this is nothing new. There’s always been a marketing strategy that emphasized the production of helpful tools/information that taught prospects something of value to […]

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Productivity Hacks

I don’t know anyone who feels as though there are enough hours in the day. Whether you want more time to spend with your family, to chase a new business opportunity or to pursue that big dream you’ve always tucked in the back of your head – you could always use an extra hour or […]

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But can I trust you?

I can’t guess how many times I’ve written about trust over the past ten years.  I’ve talked about the importance of the know • like • trust model, I’ve discussed the connection between trust and a brand’s equity and I’ve explored the role of trust in shortening the sales cycle. Suffice it to say, trust […]

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Do you want to take a stand?

The Supreme Court’s decision to legalize same-sex marriage dominated the news, social media and most conversations when it was announced.  Regardless of where you stood on the topic – you couldn’t help but be immersed in it.  And that wasn’t true for just individuals but, interestingly, for businesses as well. Many of them made a […]

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Don’t forget the packaging

We seem to be in a marketing era that rewards straightforward, cut to the chase marketing and sales tactics.  The recession taught us that consumers were leery of any hyperbole or inflated promises so marketers let the pendulum swing to the other extreme – stripped down copy that was information based, educational in nature and […]

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Smart mobile marketing is scarce at best

As people spend more and more time on their mobile devices (phones, tablets and phablets), it only makes sense that budgets are being shifted in that direction. But there are several challenges with mobile marketing that most advertisers still have not figured out. The creative is not all that effective and is usually a banner […]

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Do you recycle?

I admit it – I hate re-inventing the wheel. There’s nothing more debilitating to a To Do list than the belief that everything you do needs to be custom created. In this era of content creation, we all need to be brilliant recyclers. There are several advantages of re-using copy/visuals throughout your marketing efforts. We […]

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