Marketing

Understanding Your Customer

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She’d laid out jump ropes wrapped around a high bar, Bosu balancing platforms, hand weights and weighted balls. The second-floor exercise deck near the track at the YMCA was outfitted with every toy and prop my personal trainer Sandy could think of. “I’ve figured you out,” she said. “You get bored. So I’m mixing it […]

Marketing

Just Because It’s There: SnapChat

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Over the weekend, I listened to the dynamic Nikki Sunstrum, social media director at the University of Michigan who truly knows her stuff. She was a bit tough in her delivery but offered tons of great information about the state of social media today and how we should be using it. Except one thing sort of […]

Marketing

Sharing Stories

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“If you just focus on the product, people will tune out. You have to share stories.” ~ David Hendrickson, founder of apparel company Hendrick & Co., who kicked off his brand-building with a heart-tugging tale about his sick puppy William (from Inc. Magazine, February 2015) Think about it. The only way to pull people in, […]

Marketing

Grassroots Marketing: Straight No Chaser

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The first thing the guys from Straight No Chaser said on stage last night at their Detroit concert was to encourage the packed Masonic Temple crowd to take photos and videos of the concert and post them widely on social media. What a refreshing change from most musical acts! Perhaps because the a cappella group […]

Marketing

The Last Workshop

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Tonight is the last time my fall 2014 writers workshop will gather to share words, offer feedback and encouragement, and feel a part of something meaningful and focused. I have a surprise for each lovely participant as a tantalizing farewell in the hope that they will keep writing and spice it up. This year I’ve […]

Marketing

My Writers Workshop

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They sat on chairs and couches in my living room, ready to read and hear feedback on their work. Their incredible work. Lines of prose and paragraphs that build to a story, to a peak, to a pinnacle, to a message. Last night was session 5 of my fall writer’s workshop, and it was a […]

Marketing

Fine Print

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The credit card charge was higher than I had expected, and so I called the company to find out what was up. “Oh, it’s in the contract you signed,” the phone representative said. Really? I saw $29.95 every three months, not $38.95 every month. “It’s in the fine print of the contract that you signed when […]

Marketing

What Makes Something Go Viral?

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Remember the way high school gossip traveled? You heard about someone breaking up with his girlfriend, or a girl that went too far with a guy, or someone who cheated on a test. Dirty little secrets whispered with a giggle behind a hand, eyes darting to see who’s coming your way down the echoing hallway. […]