Posts by Judi Friedman

Direct Mail Matters

Are you trying to think outside the social media or digital advertising box lately? I have news for you. Year after year, direct mail works better. It should really be no surprise in today’s hyper-digitized market that receiving a piece of actual paper mail—a handwritten letter, a flyer, a postcard—is now as uncommon, meaningful, and…

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The People You Should Be Listening to Are Not Online

I’ve said it before, but I’ll reiterate: “Influencers” are people living among us who love to share ideas with others. Period. That’s it. They don’t have to be famous. They don’t even have to own a computer. Whether they’re online doesn’t matter much at all. According to Keller and Berry’s book The Influentials, 10% of…

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This Generation Is Reshaping Our World (It’s Not the One You Think)

For decades, conventional wisdom has cast Generation X—those born between the early 1960s and mid-1980s—as too disreputable, too insignificant or too uncategorizable for advertisers to bother with. Some research suggests that they are a small, iconoclastic group of skeptical budgeters who are rarely swayed by those bright, shiny campaigns that we imagine capture the hearts…

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Shareable Story Makes Marketing Magic Real

marketing magic is real in the form of shareable story

Do you believe in marketing magic? I do. I believe in the magic of a brand’s Shareable Story because I have seen great stories work time and time again. A great story has the power to change minds. It can overcome apathy and move people to action. It has longevity, often being shared across multiple…

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Your Brand Story Should be a Library Selection

Your Brand Story Should be a Library Selection

We all use libraries—even if you haven’t read a novel in years. I’m not talking about the neighborhood lending libraries popping up in front of houses or the thriving community libraries we remember from childhood. These libraries are abstract, limitless, and just as important. I’m talking about the story library each of us carries in…

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Influencers and The Holy Grail of Micromarketing

Micromarketing: Marketing’s Holy Grail. Why? Because there isn’t a marketer who wouldn’t give their next bonus to figure out the magic formula to get their customers talking about their products. Not just about the product, but actually tailoring the conversation to the specific interests or needs of the person they’re talking to. Yes, that means…

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