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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Here's What Counts

Chuck McLeester
Why Won’t Millennials Call Me?
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Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



Search Made Simple

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One of the biggest mistakes you can make with your Google AdWords campaign is failing to optimize your landing page....



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Today, virtually all organizations have challenges in effectively leveraging analytics to drive business performance. Odds are pretty good that when...



Creative Caffeine

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There you are, minding your own business, when it rounds the corner and rams into you full speed: the copywriting...



Making Social Sell

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Is InMail Worth It? 3 Reasons It May Not Be.
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Is InMail worth it? LinkedIn wants you to think so. But is it a good investment for you, in your...



Direct Mail for the Modern Marketer

Summer Gould
Direct Mail: A New Perspective
May 14, 2015

The key to effective direct mail is perspective. Perspective is a particular attitude toward or way of regarding something; a...



Ruthless B-to-B Marketing

Ruth P.  Stevens
A Case Study in Data-driven B-to-B Customer Acquisition Marketing
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While preparing case studies for my new book, I had the fun of interviewing a bunch of very smart B-to-B...



Reinventing Direct

Gary Hennerberg
Why Direct Mail Won’t Die
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You've seen the proclamations over the years that direct mail is near death, along with the counter-arguments that it's nowhere...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Outsource Analytics
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In this series, I have been emphasizing the importance of statistical modeling in almost every article. While there are plenty...



Psychology-Based Marketing

Jeanette McMurtry
Dysrationalia and Other Consumer Disorders
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It's true. Most consumers suffer from a bad case of dysrationalia which, according to Keith Stanovich, emeritus professor of applied...



Marketing Sustainably

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Benchmarking: There's No Such Thing as an Average 2% Response Rate
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It seems easy enough to answer the question: How to know if a marketing campaign measures up? But managing client...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
May 7, 2015

There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
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At a baseball game the other day, I couldn't help but notice how many people in my seating area were...



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Challenging something we do quite naturally and easily is indeed the perfect challenge. We all get into ruts—some even good...



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Greg Hoy
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I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



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Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



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Michael Lowenstein
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Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
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Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

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5 Tips for Top Positioning (And Converting) Page Titles
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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



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Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



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Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
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It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

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Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

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Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Help Me Connect the Dots! (A Buyer's Lament)

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On Christmas morning, my oldest son was excited to receive a variety of electronic devices from family and friends. But while he was registering his various new toys online, he became increasingly frustrated as the instructions were NOT intuitive.

"It says 'enter device passcode,' but that's not an option on the unit itself. Instead my choices are 'device registration number', 'secret code' or 'PIN key,'" he lamented. After several false starts (and error messages that generated warnings that sounded like the device might explode), he finally got everything working properly. 

After three or four of these complaints from him and his other two brothers, it became obvious that many sales and marketing departments get an "F" for their lack of helpfulness and logical thinking. It seems simple enough: Label a code by one name on the device, and then replicate that same name in the instructions. Duh. So why do companies make it so hard?

I'm sure somebody in IT created the code itself (and probably created the name of that code), and product marketing was responsible for writing the copy for the instructions (whether contained in the box and/or online) ... but why not use the same labeling terminology? Was one group working in another country and couldn't communicate, in English, with those writing the instructions? Perhaps.

The people at Ikea (who have figured out how to ensure language won't be a barrier), provided a link to a YouTube video where I could watch Sally and Stan (or Svetlana and Sven) assemble my new furniture without so much as a word, sound or manual. My husband laughingly called it "The Epitome of a Dummy's Guide to Assembly." Personally, I loved it—they even supplied the tools you need for assembly in the product box so my new desk was operational within an hour of unwrapping.

Amazon, those amazingly straightforward folks who brought me my Kindle, also clearly understand how to make it simple. One of my kids (who hates to read any kind of instructional manual), figured out to how to set up his new Kindle, link it to my Amazon account (um.. wait...), download 3 or 4 books and start reading, all before I had a chance to shout, "Use your own credit card!"

The i-anything was easy to set up and use—exactly what you'd expect from those Apple people—while the new GoPro camera came with a small book, with small type, that will require a magnifying glass to read. As was to be expected, the college-age son tossed the manual in this backpack (where it will get ripped into several un-usable pieces) and said he'd figure it out on his own.

After a lovely morning sitting around the tree, followed by a frustrating hour or so trying to set up each new gift, I retreated to the kitchen to start working on Christmas dinner. Thankfully, I already know how to read a recipe book. The food processor, and all its attachments, however, might take me until the new year to figure out.

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