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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.

 

Marketing Nuggets

Michael Lowenstein
McKinsey Thinks Bland, Generic Loyalty Programs Are Killing Business – And They May Be Right!
Apr 23, 2014

A recent Forbes article by McKinsey, "Making Loyalty Pay: Six Lessons From the Innovators," showed loyalty program participation has steadily...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Chicken or the Egg? Data or Analytics?
Apr 23, 2014

I just saw an online discussion about the role of a chief data officer, whether it should be more about...



The Integrated Email

Cyndie Shaffstall
The Terms of Your Terms of Service
Apr 21, 2014

Most of us have a terms of service document on our websites, even if they're mostly contained within our privacy...



Reinventing Direct

Gary Hennerberg
Are Autoresponders Killing Email Marketing?
Apr 16, 2014

Two events in the same week have triggered an email unsubscribe flurry on my behalf. First, a change in my...



Making Social Sell

Jeff Molander
LinkedIn Profile Makeover for Sellers
Apr 18, 2014

Are you appealing to emotional and tangible desires of buyers on your LinkedIn profile—in ways they cannot resist acting on?...



Here's What Counts

Chuck McLeester
What Are You Measuring and Why?
Apr 9, 2014

An account manager working on a pharmaceutical brand once asked me, "How should we code the various opt-in vehicles to...



Marketing Sustainably

Chet Dalzell
Beyond Data: Why 'Grit' May Matter More
Apr 14, 2014

This past month, I was reminded how vital it is to have grit to achieve success, that is "true grit."...



Brand Matters

Andrea Syverson
Verbify! Verbify! Verbify!
Apr 9, 2014

What's your brand verb? Yes, you read that right ... verb. Each and every day great brands are energized by...



Ruthless B-to-B Marketing

Ruth P.  Stevens
How Many Leads Do You Need?
Apr 4, 2014

One key to successful B-to-B lead generation programs is to calculate exactly the right number of qualified leads to provide...



Online Video Marketing Deep Dive

Eve Grey
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)...



Muscle Marketing

Wendy Montes de Oca
7 Magic Ways to Maximize Otherwise Boring Fulfillment and Collateral Pieces for Profit
Aug 7, 2013

Sure, fulfillment and inserts aren't as sexy as other forms of marketing, but they can be viable ways to bring...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

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



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

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



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

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



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



If Content Is King, Grammar Is Queen

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Growing up in a household with highly disciplined parents, my grammar was always being corrected. Whether it was ending a sentence with a preposition, misplacing a modifier or splitting an infinitive, any conversation could be stopped, at any moment, to make sure I knew the right way to restate my thought (per the English grammar guidelines found in the little book Strunk & White's "The Elements of Style").

Yes—dinnertime conversation was often painful.

The lowlight was when my parents told me that my most recent letter home from college was fraught with grammatical errors, and they had seriously considered returning it to me, complete with red pencil corrections. Needless to say, my correspondence home dwindled.

Now that the marketing world has turned its sights to "content" as a key brand engagement device, I'm hopeful that the grammar police are reinforcing their troops for a ride along. Because from where I sit, brands could use a little disciplinary action. (Yep, just gave myself a smack for starting a sentence with the word "because." Ouch.)

Over the years, I've certainly visited thousands of websites, downloaded hundreds of whitepapers and case studies, and, like you, I've received lots and lots of emails including sales tips and e-newsletters. I'm still amazed at the lack of grammar skill. Forget the typos—they're just inexcusable—I mean the basics like "too" instead of "to," or "between Joe and I" instead of "between Joe and me," or a simple sentence like this: "If you would like to discuss Social Media with regards to your business further, please feel free to contact me." Huh?

If you read my blog, you'll know that I love commas. I think they help the reader pause, consider the point being made, and then continue to absorb the next point. It appears that idea is lost on many writers ... or worse, the comma is misplaced. Consider the famous book title "Eats shoots and leaves" versus "Eats, shoots and leaves" or even "Eats, shoots, and leaves." Personally I like serial commas, but it seems many brands have pushed them aside as part of their brand guidelines and chaos has erupted over the meaning of a sentence. [Editor's note: Target Marketing adheres to AP Style, as do most publications, and the AP does not endorse serial commas. We apologize for any misunderstanding this may cause about whether to leave your bullets or dinner.]

I'm the first to tell you my personal grammar skills are still not entirely A+ (my parents are nodding), but there are so many proofreaders, grammarians or other online expert sources available (not to mention a nifty little tool in Microsoft Word called 'Spelling & Grammar') that there is simply no excuse for any company to be executing marketing materials that are anything less than perfect.

So before you create and publish your next 'content' deliverable, consider getting professional help. Here are a few of my favorite editorial review pros:

  • HyperGraphix (www.hgpublishing.com): This guy is smart, fast and CHEAP; Known for proofing tediously long documents on topics that would bore the average reader. Plus he works in two languages (Canadian and American) in case you're publishing north of the border. He has an online tool that fixes sentences for free (you can't beat that price), and if you subscribe to his tweets, he provides helpful tips and links to helpful articles.
  • Grammar Girl (grammar.quickanddirtytips.com/): Short, sharp, and to the point, her emails on grammar tips have become part of my morning reading ritual.
  • Bulletproof (www.bulletproofonline.com): Strong proofreading skills and your ideal "brand police" if you share your brand guidelines with them.

If your issue, on the other hand, is content creation, don't leave that to your sales guy. Cough up the budget for a professional writer—one with the research skills that can thoroughly investigate the topic, identify a point of view for your brand, and write in a voice that matches your brand style. There are hundreds of excellent writers out there who are wincing as they read your materials.

So go ahead—jump on the content bandwagon—and Long live the Queen!

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