September 1979, Baton Rouge, Louisiana. I was thirteen. The LSU Tigers and their legendary coach Charlie McClendon were hosting the nation’s #1 team, the USC Trojans, in Death Valley. We had tickets to the game. We’d moved to Baton Rouge that summer from Florida. The Gators were terrible that year, and LSU was in the SEC, so we paid attention. The Tigers weren’t all that great that year either, but on this Saturday they had the #1 team in the country…
Sometimes being a copywriter is like being an archaeologist. Only, instead a mastodon graveyard in Utah, one of the best assignments for a copywriter is writing taglines. A tagline is a succinct phrase that represents an organization’s core value while working in concert with the name and logo to form a powerful branding tryptic. Taglines can be either descriptive (“Nothing Runs Like a Deere”) or a call to action (“Just Do It.”) Some people call them slogans, but to me…
“Johnson, get in here.” Johnson appears like magic in front of the CEO and snaps to attention, his hipster beard vibrating with excitement. “We need a new sales strategy. I hear that this content thing is effective.” “INDEED SIR. CONTENT MARKETING IS THE LATEST TREND AND IT’S SOMETHING WE SHOULD IMPLEMENT RIGHT AWAY.” “No need to shout, Johnson,” the CEO says. “Ok, get back to me at 4 p.m. with your strategy to make this happen.” “SIR YES SIR,” exclaims…
Got up this morning happy to see sun, after a miserable day watching soccer in the cold rain yesterday. The good guys won that game 7-0, pushing their record to 6-0 on the year. So this morning I throw soccer girl in the car with a bunch of snacks and a gallon of coffee and we head to Burlington for a 1 pm game. Burlington’s far. Traffic wasn’t terrible and we arrived on time. The game was tough. The bad…
Not everyone is creative. Some people are sharers. Consumers. Distributers. It’s ok. It’s not all that to be creative anyway. And before I get bitch slapped, yes, creativity is innate in all of us. It’s not like an exclusive club reserved for people with nose rings and purple hair. So yes, even if you consume and share way more than you actually create, you’re still technically creative so … [holds hands out in front of him] But I’m going to guess…
The following is the third post in a three-part series about sustainable marketing. In the first post (here), we defined sustainable marketing, took at look at a case study, and, yes, established my credibility as a qualified voice in the sector. In the second post (here) we looked at the difference between traditional marketing and sustainable marketing, the role of content and why it’s important to share your story with your audience, and how content from different departments within your…
