Author Archive | Drew McLellan

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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What does your welcome mat say?

What does your welcome mat say?  A couple of summers ago, I spent some time in Europe with my daughter celebrating her college graduation and even though I was on vacation, I couldn’t help but see things through a marketing lens. One of the places we visited was Madrid, Spain and neither of us spoke […]

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Are your customers in transition?

When I think of Spring, I can’t help but think of it as a season of transition. Seeds evolve into plants, kids graduate from high school and college, and many single people choose this time of year to get married. No matter what the transition is or how desirable the next phase may be – […]

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Are you a commodity or are you different?

One of the first questions we ask a new client is “how are you different?” We usually hear things like: 1. Our people are better 2. Our products/services are better But rarely do we hear – we do what we do differently than others do it. The harsh truth is, your people probably aren’t better. […]

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Transparency leads to trust

I really don’t like surprises. Granted, I’m anti-surprise to the extreme. I used to drive my mom crazy by ferreting out where she hid the Christmas gifts and then “guessing” what I was opening on Christmas morning. I suspect most people aren’t quite that determined to avoid surprises, but the reality is, especially when it […]

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Sometimes nothing is better

There is a required critical mass in terms of marketing. Sometimes it’s actually better to do nothing as opposed to underfunding an effort. In this conversation underfunding could mean not having enough money but it could just as easily mean not being willing to commit the time, the focus or have the discipline to honoring […]

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Marketing automation done right

According to Wikipedia, marketing automation “refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. The most common channel where marketing automation is used is email. Whether you realize it or not, you’ve interacted […]

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Your visuals need your attention!

No matter what kind of marketing we’re producing, it seems like we give most of our time and attention to the words. We agonize over the messaging and each and every syllable. And rightly so – they’re all very important. But for some reason, we don’t give our visuals anywhere near as much attention. That’s […]

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How’s your marketing game plan going?

I know everyone is anxious for spring to arrive but you have to admit, March got here in a hurry. You’re almost 25% of the way through the year. How are you doing on meeting your goals? If you aren’t hitting all your key metrics, maybe your marketing game plan is a little off. Rather […]

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Help – my digital display ads aren’t working

I recently got an email from a reader who was struggling with their digital display ads. They were underperforming and the business owner was considering pulling the ads. Here’s what I said back to her. Thanks for your email and the stats on your digital ads. You’re right, based on industry standards, your click-through rate […]

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