Marketing with Fresh Breath

I once had a great coach who had chronic, I mean really bad, halitosis. While his insights during the game where outstanding and well received, half-time talks and individual conversations could be painful. On the field, his bad breath wasn’t an issue. In a huddle it was.

It’s the same with marketing communications. Marketing through many previous media, such as billboards and TV, had some distance between the piece and the actual recipient. If need be, the recipient could take the parts of the message they needed and move on. If it was uncomfortable, bordering on nauseating, they could ignore it entirely.

Now those messages are moving to our mobile and now wearable devices. Extremely close. As these communications move ever closer to their audiences personal space, marketers need to make sure that their breath is fresh – in addition to communicating the right message. Not doing so will create an uncomfortable and less than positive user experience.

Here are five things you can do to make sure your marketing has fresh breath every time.

  1. Have a point. And get to it quickly. When you’re interrupting someone (and you are) don’t waste their time.
  2. Don’t be boring. Seriously, you’re interrupting them, so this better be good. It’s your duty and you’re already on the back foot. Win them back by giving your point an interesting, thought provoking or humorous angle.
  3. Consider the time. “You should have turned there” is my instructional pet peeve because it’s too late to act. Thanks for nothing. Time your communications to a point where they can take the action you want and allow the time to take that action.
  4. Consider the place. Similar to above. You wouldn’t send a text message to someone who was driving. But I listen to a music service that I love on a mobile device – but it continuously has ads that ask me to click on a banner. Hello?! When I’m on a mobile device – I’m mobile, not looking at the device to click on anything. The message and moment are wasted and gone.
  5. Some things can wait. Better yet, they need to (see 3 and 4). Include a mechanism for your audience to revisit your message when they’re in a better position to respond. At the very least, provide a memorable offer or URL so that you audience can respond at an appropriate time.

Mobile and wearable marketing aren’t going to do anything but increase. All signs point to the messages getting even closer than the current consumer wearables we see now in May 2015. Let that sink in a bit. Marketing closer than a wristwatch … is likely literally right next to the face of your audiences. Be courteous. Make sure you have fresh breath.


This entry was posted in High Bar Marketing, Modern Marketing and tagged mobile marketing on May 21, 2015 by Devin Meister.

Include the Link


This is more than moderately irritating. When you ask people to look at something online – include the link please. Please. Email. Twitter. LinkedIn. Anywhere. Don’t make them search for it. While I’m sure they can find it, it’s a courtesy that takes maybe five seconds if you’re slow.

Secondly, and most importantly, it assures that everyone is looking at the same thing. For instance, I recently shared this stat: “72% of B2B buyers are most likely to share useful content via email.” Bucking the trend here, but makes sense.

If it’s worth sharing or talking about, it’s worth the extra step to make sure everyone is on the same page.

As an aside, why I think email is preferred, is I believe it’s the most assured method of delivery. It’s essentially a signed parcel of the digital delivery world. Posts and comments in social can get overlooked. Not email. It’s still business critical.

This entry was posted in High Bar Marketing, Rants on July 23, 2013 by Devin Meister.

4 Steps to Avoid the Crazy Cat Lady of Web Content

content hoarding

Attribution Some rights reserved by attercop311

A while ago I did a guest post for the Cincom Expert Access newsletter, comparing undisciplined website management to people who do the same with pets, most frequently cats it seems.

“Cats can be great pets, companions, and mousers where needed. 35 cats inside a house or apartment are another story. They are likely to be underfoot, in the way, and make living unpleasant at best and unsanitary at worst. It’s not a place you want to visit.

Likewise websites need content. They don’t need untargeted, out-of-date, useless content lingering around forever, getting in a visitors way, and creating an unpleasant user experience.”

To avoid becoming a content hoarder, put a critical eye on the content to see:

  1. if it’s actually delivering a current and correct message
  2. if it’s something the visitors are actually interested
  3. if visitors are finding it
  4. what its useful lifespan should be.

You can read the complete post here:

This entry was posted in Content Marketing, High Bar Marketing on August 5, 2013 by Devin Meister.

Leaning into the Content Curve

I’ve been watching and thinking a lot about content creation and the strategy around it. It seemed to me that it was a lot like learning to ride a bike – you can only get so far without actually getting on and doing it. I did a guest blog post on the Business is Child’s Play blog that reveals my opinion of training wheels. Short answer, I’m not for them.