Blog

tips, how to advice, anecdotes, and current events commentary

Marketing Requires Maintenance (Duh)

Posted by in Blog

Marketing Requires Maintenance (Duh)

Some things you write make you feel a touch embarrassed. This is certainly one of them. I’m not saying it’s a blush-faced moment like Emma Stone seeing Ryan Gosling take of his shirt in the movie Crazy, Stupid, Love. I’m talking about the more subtle kind that happens in business all too often. It always amazes me when intelligent, well-intentioned businesspeople expect that a marketing investment will work as it should or grow in value WITHOUT care and attention. Is there something so unique and impervious about business that things operate counter in this universe? Of...

Read More

Hiatus – and Why

Posted by in Blog

Hiatus – and Why

there’s a simple reason for my hiatus from the blog tab of this website. i’m dedicated to the ongoing launch of go booklets, the new publishing arm of eric s. townsend marketing (estmktg). the mission for our products is “quick to read, educate and inspire — positivity, published!” go booklets is what i’d like to call a “legacy project.” it represents something i’ll be feeding for the rest of my life. it also ties me back to educator roots — my mother and father were both teachers for their entire professional careers. to date, i’ve...

Read More

To Live and Die by the Sword

Posted by in Blog

To Live and Die by the Sword

tim tebow throws an errant pass on third down near the end of regulation. it’s a simple crossing route. his receiver is uncontested. it’s the kind of blunder that usually costs you the game. it leaves the opposing pittsburgh steelers with just over 1:30 on the clock. a field goal and they win. keep in mind that this is late in the fourth quarter, on the same stage on which team owner john elway once stamped his ticket for the hall of fame. as fate would have it, the steelers squander their opportunity. whether it’s divine intervention or not, i don’t know. the game...

Read More

Truly Strategic

Posted by in Blog

Truly Strategic

initiatives are sometimes called strategic, when they’re really just tactical. if it’s an issue of semantics, where you’re mishandling a word but understand the broad concepts, then that’s perfectly cool. the one thing you can’t afford is desperate activity — where you’re tactical without first being truly strategic. if you’re impatient and that’s why you haven’t thought strategically, then it’s time to find that inner strength. if you feel that strategy is too much thinking and not enough action, then it’s time to realize...

Read More

Protect or Share Your Edge?

Posted by in Blog

Protect or Share Your Edge?

many of us have caught ourselves in the midst of a dangerous tell. others divulge great knowledge, gifts and secrets every week. what is it about cultivating an edge that inevitably leads to it being shared? does being charitable, in this light, not negate the edge? is there some special fit between an edge and its bearer that’s unique, tailored and non-transferable? one thing is for sure. edge is credited often, and in every competitive arena — whether that’s a playing field or a marketplace. you can’t move ahead of the pack without it. you’re told that once...

Read More

Borrow Money For Marketing

Posted by in Blog

Borrow Money For Marketing

this past week, i received a fiscal tip from seth godin that jumped out at me. “borrow money to buy things that go up in value, but never to get something that decays over time.” this got me thinking. prudent marketing is EXACTLY the kind of investment for which people should stretch, dig deep, etc. i say prudent because it’s very easy to convince yourself that you’re spending money in a manner which will at least cover the initial debt. the goal, of course, is to generate some significant gain beyond the borrowing action — one that wouldn’t occur naturally....

Read More

Getting Intimate (No, Not Sexy Talk)

Posted by in Blog

Getting Intimate (No, Not Sexy Talk)

before you ready the satin sheets, the chocolate truffles and the barry white — i’m talking about unlocking business intimacy here. consumers should be enjoying a deeper connection to brands. they should know exactly where a company stands, and be the beneficiaries of an ongoing, personal conversation with the thought leaders behind the goods. that’s right, i said personal. far too often, however, there isn’t much thinking being offered at all. the leaders? well, they’re mostly in hiding. that intimacy dream? shackled. all of this, when one of the most basic tenets...

Read More

A Tebow Time Out

Posted by in Blog

A Tebow Time Out

He chops down an entire forest. He power lifts automobiles. He jogs all night long. He competes with broken legs. He grunts like a wild boar. Tim Tebow is probably the most intense human being you’ve ever seen. We get it. The man’s work ethic and drive to succeed are second to none. Commendable, even. What’s tough to endure is just how far He, his family and the rest of His handlers have gone (and will continue to go when His talent is once again questioned) to push the dream through to consumption. This is what’s left me in dire need of a Tebow Time Out. Behind...

Read More

Preying on Your Vanity

Posted by in Blog

Preying on Your Vanity

received a “comment” in the blog section of my website that is unlike others in recent memory. someone was testing a new comment generator software on our website. in a nutshell, this stuff allows people to drop bulk persuasive comments at various websites – ones that flatter or show interest — hoping that will fast track your approval of the comment(s) for public viewing at your website. once approved (and some websites are set to post when the commenting party first submits), they receive a “backlink” to their website. this provides the kind of third-party...

Read More

Managing the "Expensive" Phenomenon

Posted by in Blog

Managing the "Expensive" Phenomenon

you present your price. the consumer runs for the hills. maybe he or she pauses to offer “that’s expensive!” or “i was expecting this to cost less” before making the mad dash. sometimes, it’s silence (no feedback or reaction given) and a return to shopping. we’ve all experienced something like this behind a pitch. the question is — do you know why it’s happening? generally, it’s not because he or she actually thinks you’re unreasonable. very few service providers charge more than can be justified. let’s get that out of the...

Read More