Post about "Marketing"

Digital Marketing Lessons From Yoda, Luke, Princess Leia & Han Solo

Marketing inspiration can be gleaned from many sources, and in this case, we look to the famed characters of Star Wars to help us on our way. Let’s review a few pithy quotes from likes of Han Solo, Princess Leia and the great and wise Yoda, and see how they might apply to digital marketing.


“Punch it.” Take your content to the next level, make it relevant and continually review and refine. In other words, punch up your content!

“Look, I ain’t in this for your revolution, and I’m not in it for you, princess. I expect to be well paid. I’m in it for the money.” Though most organizations are in it for the profit, the goal of many digital marketing campaigns is to establish credibility and to build an online rapport. This is especially true for considered purchase items. So… focus on educating and helping first, and selling second.

“Great, kid. Don’t get cocky.” If your business is growing nicely, now is the time to invest in new ideas, technologies and resources to continue that growth. Don’t get cocky and think that you can continue to sell and market the same way you did a few years ago (or more).

“Hokey religions and ancient weapons are no match for a good blaster at your side, kid.” Old school thinking may not appeal to your progressively younger buyers. Innovate and stay ahead of the curve. That said, we never want to use an email “blaster” mentality. Always follow email marketing opt-in best practices.

“Traveling through hyperspace ain’t like dusting crops, farm boy.” Email marketing to thousands of prospects list is a giant leap from a modest list of a few hundred. Keep this in mind when creating new, aggressive email marketing initiatives.

“Great shot kid, that was one in a million.” Any given campaign can prove to be a home run, but consistent, educational campaigns should be the goal for every business.

“Laugh it up, Fuzz ball.” It’s great to have fun with your marketing initiatives, but many B2B businesses should err on the side of professionalism with educational and relevant content. Explaining the origin of Foosball, or the best recipe for New England clam chowder in your business blog is unlikely the best way to engage your audience.


“Patience you must have, my young Padawan.” Marketing, including digital marketing, takes time and patience. Execute, Measure, Refine. Execute, Measure, Refine. There is no substitute for an experienced digital marketing professional. Don’t trust your digital marketing to a novice or treat it as a part time job to be completed by a salesperson, producer or account manager when and if they have time.

“Mmm. Lost a planet, Master Obi-Wan has. How embarrassing.” Though it must be very embarrassing to lose a planet, forgetting to include a working call to action link can be embarrassing too! Double check all your links before launching campaigns.

“You must unlearn what you have learned.” Just because something has worked in the past doesn’t mean you should continuing doing it in the future. Sometimes you need to step back and assess marketing initiatives, even if they’ve been successful in prior years and for many years.


“It’s not impossible. I used to shoot womprats with my T16 back home.” Laser like focus can be invaluable for marketing campaigns. Defining a target market, determining a buyer persona, creating a prospect scorecard and ensuring that your company has a robust prospect list are all crucial to effective and efficient marketing. Whether you’re targeting womprats or trucking executives, make sure you have the data and methodology in place when embarking on your next campaign.

I’m Luke Skywalker. I’m here to rescue you.” Are some of your marketing initiatives going so poorly they need to be rescued? How are you determining which plans need to be rescues versus those that need to be jettisoned? Marketing initiatives need to be reviewed on a regular basis, and culled when they are beyond rescue.

“I am a Jedi, like my father before me.” My father founded this company, so I’m going to run it the way he did. As companies transition from fathers to sons and daughters, there are important elements to keep, and many to throw away. When it comes to marketing, look at what has produced recent ROI, and look at innovative approaches for future ROI. A simple example might be the website your father (Jedi or otherwise) created ten years ago. It might have been great then, but the time has come and gone to create a new, mobile responsive website.


The force is strong with this one.” Once you earn a positive digital reputation, the force will be strong with your company, and can remain strong with high quality content and consistent communication.

“It is your destiny. Join me, and together we can rule the galaxy as father and son.” Though ruling the galaxy may be beyond the scope of your business, you can dramatically increase your book of business with innovative marketing initiatives, leading edge tools and the talent to execute them. Considering outsourcing certain marketing initiatives to compliment any missing in house staffing or skills. Outsourcing can be a more effective solution than internal staffing for many organizations, especially smaller businesses.


“Help me Obi-wan Kenobi, you’re my only hope.” Though marketing can often be daunting for many companies, particularly small businesses, it’s not as hopeless as it might initially seem. And there usually isn’t just one silver bullet that will solve a problem(s), but rather many options which can provide successful outcomes. When initiatives are going poorly, start with the basics such as market, profile, persona, delivery options, etc. Use A/B split testing (or multivariate split testing) to better optimize messaging and calls to action.

“Aren’t you a little short for a storm trooper?” Just because your budget is small doesn’t mean it can’t be effective. For example, leverage less expensive tools and platforms to expand reach. Use LinkedIn long form publishing as opposed to paid press releases. Cross pollinate your digital content by using free or inexpensive social media platforms. Small businesses and startups can use sweat equity when they have insufficient capital available.

“I have a bad feeling about this.” Well this one seemed quite obvious. If you don’t have a good feeling about your marketing campaign or initiative, think out of the box (or “poke the box”) and try something new. How about whiteboard videos, or a social media based referral program, infographics for digital content, on demand webinars, a new app, or pod casts. There are so many tools and technologies available today, there is something for companies both small and large.


Strike me down, and I will become more powerful than you could possibly imagine.” If at first you don’t succeed, measure, refine (or overhaul), and execute. Repeat!

Marketing inspiration can be gleaned from both traditional and innovative sources. Businesses need to embrace innovative marketing ideas and new technologies. And if your business is looking to “punch it” when it comes to marketing, you may wish to consider outsourcing some or all digital marketing to a professional and proficient marketing agency.

The Truth About Selling a Home For Sale By Owner

Selling a home For Sale By Owner is certainly a viable option, and if done correctly, can be a great decision. However, in many cases, selling For Sale By Owner is the absolute worst decision. I have sold homes using both methods, and I am very much aware of the different circumstances that make one option better than the other.Please know that I do have a major bias when it comes to the real estate industry. I think it’s one of the most unethical industries I’ve ever been well acquainted with. I was a real estate agent for just enough time to see how corrupt the industry can be, and then my conscience forced me to walk away. I was literally taught how to take advantage of people, and I can show you the training books that have it all documented.That said… my opinions should be considered with this bias in mind. I also believe there are good, honest agents that maintain high, ethical standards.The Benefits of Selling For Sale By OwnerIt is pretty clear that the main reason people sell FSBO is to save all or part of the traditional 6% paid to Realtors. Most people who sell FSBO do pay a buyer’s agent, but that still leaves several thousand dollars left in your pocket.The Challenges and Risks of Selling FSBO (more than just the obvious ones)Most people recognize that selling FSBO has it’s challenges as well. In fact, about 86% of people who start selling FSBO switch to a Realtor because they lose confidence. Some of the causes of that stress includes: the seller needs to make sure the house is priced correctly, do all the paperwork, make the marketing materials and get online anywhere they can, deal with showings without have a lockbox tied to the MLS, etc.Even though the above mentioned challenges are annoying to deal with, it is very possible to deal with them. There is another list of challenges that is almost always overlooked by both buyers and sellers in a For Sale By Owner transaction.Price Discrepancy. When houses for sale are priced, or “Comped”, based on market values of similar homes in the area, that price is comprised of two components: (1) the price of the home, and (2) the real estate agent’s commission. For example, if a home is comped at $200,000, then really the buyer knows that about $12,000 goes to the agents involved, and the seller is only getting $188,000.If a home is listed at $200,000 and there is no agent involved, then it will be a major red flag for a buyer that the home is overpriced and should really be sold for about $188,000. If a seller tries to justify the same sales price without using an agent, then a savvy buyer will make the following points:Real estate agents have the responsibility to make sure everything was done correctly and no critical details were undisclosed. Not selling with an agent adds risk and liability to the buyer.
Not paying at least the buyer’s agent adds stress and work for the buyer. Most people selling FSBO do pay a Buyer’s Agent, but one major legal detail often goes unnoticed. When a buyer uses an agent, the contract often says the agent will collect a 6% commission. The agent must first try to collect from the seller, but anything unpaid must be paid by the buyer. This means that a buyer could literally be paying up to a 6% premium to buy your home, which they probably will not be willing to do.Again, I am in no way trying to advocate one sales method over another, because it really does depend on your circumstance. All I know is that all sellers should be aware of these points (and others), when trying to make that decision. These concepts should also