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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 Sustainably

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New Grads: Welcome to Your Professional Brand
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I have education on the brain, both my own and that of thousands of new graduates entering the marketplace this...



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The post office is yet again offering discount programs to mailers who qualify, with 4 promotions throughout 2015. In prior...



Reinventing Direct

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The most strategically planned offline direct marketing effort can be sabotaged by weak links in an online sales order processing...



Keeping Search Profitable

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#Mobilegeddon Is 2015’s Y2K for SEOs
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Missed in all of the hysteria around Mobilegeddon was the arrival of another algorithmic change, one with a very serious...



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Maybe it all started with AOL Instant Messenger when they were teens. They created acronyms like PIR (parent in room),...



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



The Data Athlete

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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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10 Marketing Clichés I'd Challenge to a Fight if I Met Them in the Street
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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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Ruthless B-to-B 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...



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...



IMM-Possible ROI

Stephanie Miller
Your Secret Weapon for Amplification: Employees!
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There are sales enablement programs, partner and channel enablement programs and even influencer enablement programs. Why are there then, so...



Brand Matters

Andrea Syverson
I Dare You: Create a Brand Challenge!
Mar 17, 2015

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



The Integrated Email

Cyndie Shaffstall
Google Announces Significant Changes
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As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

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



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
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I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
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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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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?
Dec 19, 2012

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



SEO & Content Marketing Revue

Heather Lloyd-Martin
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....



Yblog

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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...



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...



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)...



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...



The Meanness of Strangers

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The link between sales and marketing is undeniable. So I think it's time that working adults accept that their communications behavior—whether in email, on the phone or online—is a direct reflection of the brand they're representing. And if you're rude to me, I don't want to do business with you—ever.

I first noticed bad behavior in an email. It was from a person I didn't know, so I didn't feel compelled to open it or read it. And, if I did, I certainly didn't feel that I had to acknowledge receipt by responding, even to express my disinterest in the product/service.

I guess I deleted his emails from my in-box several times, because his fifth attempt got a little contemptuous.

"I made you a pretty incredible offer on a really good video 3 or 4 times over the past
couple of months, but you never responded ..." he complained, "I NEED TO HEAR BACK FROM YOU NOW." (Yes, it was all in caps).

I admit I hit the "Delete" button without a moment's hesitation. I resented being shouted at by this stranger. And needless to say, if I needed to produce a really good video, this would NOT be my go-to guy.

The next event was a little more irksome. I was interested in a LinkedIn Discussion Group topic on the World's most awarded print ad. By the time I joined the discussion, 55 people had already commented before me, and the comments had turned to the relationship between ad creativity and sales. Participants were musing as to whether great creative (as defined by all the awards it won) should be considered great if it doesn't generate sales for the product.

As an ambassador for the DMA's Echo Awards, I chimed in that the Echo Awards celebrate the combination of strategy, creative and results. And in my book, it's the most meaningful award because it acknowledges the difficult and creatively brilliant ways marketing folks are able to position a product in a meaningful way that drives measurable results. I thought it was a fairly innocuous comment, but apparently not.

One subscriber, who seemed to delight in posting negative comments throughout the discussion thread, turned his sights on me. "So ... all other award shows worldwide are not 'meaningful.' Congratulations. You've just offended practically every award-winning creative on the planet. Good luck with that."

While I have pretty thick skin, his slap across my face hurt—and considering my lighthearted comment, I thought he was way out of line. Looking at his LinkedIn profile, this guy was a freelancer ... and certainly one I'll avoid in the future.

But the worst offenders seem to be those that comment on blogs. It's easy to log in and add a post to nearly every blog on the web, including this one. But why do the nastiest comments always come from those who log in anonymously? I can understand that you may disagree with me, or think my post irrelevant or incompetent. But if you don't have anything nice to say, do you get a lot of satisfaction from adding a cranky comment anonymously?

We know that email has created a passive aggressive form of communication. After all, it's easy to write a snide remark and hit "send" without having to confront the recipient face-to-face. The difference is, when you send me an email, I know who you are. I can pick up the phone and respond ... or run into you at a conference or social event. Net-net, we can seek to resolve our differences, or at least have a civil discussion about them.

But an anonymous, negative post always strikes me as a coward's way out. As a result, I don't respond with a follow-up comment ... and I'm always grateful when one of my readers' leaps to my defense.

So go ahead and let me know what you think about this blog post. And don't be afraid to let all the readers know who you are.

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