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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.

 

Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Direct Mail for the Modern Marketer

Summer Gould
Why Can't I Mail It? - Booklets
Jul 16, 2014

As you know from Part One of "Why Can't I Mail It?" with postcards and Part Two with self-mailers, there...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Making Social Sell

Jeff Molander
LinkedIn Prospecting: What Should You Post on LinkedIn and When?
Jul 11, 2014

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Here's What Counts

Chuck McLeester
You Absolutely Must Try and Fail
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Brand Matters

Andrea Syverson
Make Brand Waves This Summer!
Jun 4, 2014

A recent Sperry Top-Sider ad caught my attention. In five sentences, the brand story of Sperry Top-Sider was succinctly and...



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)...



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....



Trickery Is Not a Marketing Strategy

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by intentionally deceptive marketing practices everywhere I turn. When legitimate companies deliberately use misleading marketing tactics to try and entice you to respond, I wonder who, exactly, thought this was a good idea?  Read More >>

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I Am Fascinating - Even My Hotel Thinks So

You know that age-old scenario with the man stuck in the labyrinth, who can't find his way out? Well, there's an online version of that—it's the registration page that tells you there's an error and you cannot continue, except the error is not with you, it's with them  Read More >>

'Take This Catalog and Shove It!' - A Modern Customer Relations Parable

Somewhere within the bowels of Restoration Hardware, somebody got themselves a calculator and said to themselves, "Hey! I know how we can save a whole lot of money—let's print these babies all at once!" What they failed to take into account was the potential negative reaction of their customers  Read More >>

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The World Needs More Glennas

I've worn glasses since the seventh grade. And I celebrated a new level of euphoria when I purchased my first pair of contact lenses as a senior in college. But the fact remains, when I take out my contacts at night, I still need to wear glasses. So imagine how I suddenly got a pit in my stomach when I went to put on my glasses while spending the night in a NY hotel room, only to discover they were not in my suitcase  Read More >>

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The Complexities of Simplification

Remember when you were a kid and you learned how to fold a single sheet of paper into a little device that would allow you to tell fortunes? I was reminded of that device recently when my controller walked in carrying the latest direct mail package she received from FedEx. Being a good voyeur of marketing content, she brought it to my attention because she had inadvertently ripped one of the contents inside—and flung it down on my desk declaring it was "stupid"  Read More >>

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I'm a Black Widow ... What Spider Are You?

Over the last couple of months, I've noticed a growing Facebook trend—an increase in those annoyingly stupid quizzes. What flower are you? What actress would play you in the movie version of your life? What Rolling Stones song describes you? What else is surprising is that there is a marketing method behind this madness  Read More >>

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Responsive Design: This Changes Everything

Like many businesses, we put off making updates to our Web page because we were … um … well … simply too busy. And shame on us. As marketers, we know the critical role a website plays for any business. If a potential client, employee or business colleague wants to really understand who you are and what you do, they take two actions  Read More >>

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I Am the Judge of You

Pointing the finger has never been so easy ... and so anonymous. I suppose it's human nature to feel (and act on) the need to take pot shots at others—whether it's their point of view, their creations or their behavior. But to be able to do so without the fear of repercussion seems to be a growing trend. And as the owner of a product or service, it's never been more infuriating  Read More >>

Who Put the Techno Geeks in Charge?

Sometime in the last 10 years, we've allowed technology folks to make marketing decisions. And, not surprisingly, the fallout has been customer and prospect frustration with the brand. Take account passwords, for example. How many times have you been: Forced to register on a website before you can simply "take a look around"? Marketing in the digital age is hard enough, so why are the technology folks making it so damn hard to do business on the site?  Read More >>

Is Safety Funny?

I've always liked the Virgin America brand: Quirky, entertaining and a little off-kilter. Their planes always seem newer, more modern and cleaner than most, and the dimmed lighting encountered upon boarding feels more like you're about to sit down and have a few cocktails than fly across the country. But on my most recent flight, there was a new safety video that really captured my attention  Read More >>

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Who’s Talking About Me Behind My Back?

Celebrities are masters at constantly keeping their names in the spotlight. Whether on purpose (think Kim Kardashian) or not (think Justin Bieber), these brands are constantly vying for attention through every marketing channel available. While most large businesses have a cadre of resources constantly tracking and controlling their brand image, the nearly 28 million U.S. small businesses are not so lucky  Read More >>

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Waiting for Justin

While watching The Grammy's on January 26, I became totally engaged with a new series of TV spots from MasterCard. In them, they suggest that a viewer may get a surprise visit from Justin Timberlake—a priceless surprise to be sure. Feeling optimistic, I quickly ran out to my front porch and made sure the light was on, the doorbell was working, and then I freshened up my lipstick 'cause hey, you never know.  Read More >>

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Your Company Does What, Exactly?

"We provide robust, enterprise-wide solutions to decision-makers at multi-location facilities across a broad set of vertical industries that are facing an overarching set of business challenges." I couldn't help myself—I broke out laughing before he finished the sentence
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Greed - With a Fear Chaser

We've all seen the TV ads: A man with a microphone and a bouquet of flowers walks up to a house and rings the doorbell. The adult who answers is handed a check that's bigger than the car in his driveway (both actually and figuratively) while lots of screaming family members leap up and down with excitement over the windfall. The Publisher's Clearing House Prize Patrol strikes again, only this time, I was caught in their trap  Read More >>

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Slapping Lipstick on It Doesn't Mean It's Content

Adding a forward-facing camera to a smartphone was truly one of those "tipping point" moments. So it was no surprise when the word "selfie" was proclaimed the "Oxford Dictionaries Word of the Year." In return, I'd like to nominate the word "content" as the "Marketing Word of the Year." But unlike the word "selfie," which can be somewhat self-explanatory, the word "content" seems to be completely misunderstood.  Read More >>

The Voice of Reason

I was completely taken aback by the voice on the other end of the line. He sounded weary—like he might be having a bad month. And he spoke slowly, as if he were having trouble gathering his thoughts. I was feeling impatient. It was the middle of the business day and I had answered my phone in between meetings.  Read More >>

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Assume Nothing

It's completely coincidental that the mayor of Las Vegas and I share the exact same name ... including our middle initial. But unlike me, that Carolyn G Goodman was elected to office and has a huge following in cyberspace. Unfortunately for her, I acquired the Twitter handle @carolyngoodman before she even discovered Twitter  Read More >>

If You Build It, Will They Come?

In B-to-B marketing, decision makers (and influencers) are always gathering information about products before they take the next step in the sales cycle. So how do you make sure they have access to, and get, what they need and want? Many corporate websites are chock full of product information—but often located in disparate locations. For a cold prospect, landing on the website home page makes information gathering a daunting, time consuming task.  Read More >>

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