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Thomas Jefferson Never Plowed a Field but He Invented a Much Improved Plow

Hey gang,

Think about that subject line – Jefferson not only helped outline our democracy but he also took the time to invent a new and improved plow – plowing being a task he never actually did himself.  Instead of being crestfallen that I have surprisingly neither helped found a democracy nor improved a mainstay of farming, I take solace in knowing that I, like Jefferson, enjoy learning about many different topics and one of them just may end up being the foundation of an idea or thing that helps people long into the future.  My recommendation to you, learn or observe something new every day – you never know what your observances will lead to.

Lately I have been doing far less writing, having traded it for reading.  Over the last few months I have read biographies on Truman, John Adams, George Washington and the book, Between the Seas (about the Panama Canal).  My current read, The Great Bridge (about the Brooklyn Bridge) is also shaping up to be a good one.  This recent flood of reading came from working to rediscover my passion for learning which has always focused on history.  In an election cycle that people are calling ‘historical’ and ‘unprecedented’ and in a digital marketing sector that increasingly describes things ‘awesome’, ‘amazing’ and ‘totes ma goats’, it is nice to know there are very few new things under the sun (except maybe the term totes ma goats).

My typical email would give you an update on the work Sharp Guys has been doing and this one could do the same but I’ll let you off easy this month.  Go out and vote tomorrow – especially for your local elections.  Remember that in our political system, local election tends to be the area that you have the most direct control over and will have the most direct impact on your own life.  So tomorrow, be impactful!

Thanks for reading!
Cody

This Website Client is the Worst

Several times over the past year we have started the project of creating a new website for Sharp Guys Web Design. Unfortunately, this client (ourselves) are really a pain in the butt. We keep getting ‘busy with other things’ and are ‘too focused on our core work to keep pushing time into a new website for ourselves’. So if you are a company that struggles with those types of things, never fear. Sharp Guys Web Design has the same issues and we are an Indianapolis web design company!

How can these issues be resolved? It really comes down to figuring out the importance of a website redesign as part of your company’s strategy. For our company, it holds a high priority but at the same time, the existing website is mostly getting the job done (search engine and lead conversion-wise) – it just doesn’t look as good as many of the new websites we are building for our clients. And that is the kind of thing that happens all too quickly on the web. It seems every 2 years you see a noticeable shift in web design methodology. In the past it was often structural (think about the shift to responsive (mobile friendly) design or decades earlier, the move away from pure HTML) but nowadays it isn’t the technology or the backend most often being the reason for the transition, it is aesthetic (think color schemes and showcasing your content using best practices) and user experience that pushes website change.

We’ve played around with the idea of client’s paying a moderate monthly fee that basically will provide a client with a brand new, modern and updated design every couple of years. That way there is no huge outlay of cost associated with updating your website to new contemporary standards. Instead, every few years you would have a professional come in and make sure the foundation of your website is still solid and we would update your design based on the standards of the day, and continue to ensure your branding aligns with the messaging on the website. In short, we would make your company’s website future proof. Would you be interested in a service like that? Let us know.

How to Set Up Google Analytics to Track Facebook Instant Traffic

Over the last month or two I have been fighting Facebook Instant.  At first it was due to their slow, manual review process for approving new websites trying to utilize Facebook Instant.  My client’s theme and usage of embeds caused numerous problems for Facebook’s parsing code and the WordPress plugin made to make this integration ‘easy’ did no such thing.  Instead it shipped from Automattic with multiple bugs and was widely panned by users resulting in an average review of 2.6 out of 5 stars.

However, I was persistent, as was my client that we needed to get up and going with Facebook Instant so I kept pushing.  I finally was able to fix the issue of embeds being incorrectly parsed by Facebook and joy of all joys, have my client’s website approved for Facebook Instant.  Right away, the benefits of Facebook Instant were pretty obvious – the fast load times were fantastic and we used Facebook’s native advertising system to generate revenue and since they are a fairly large website, they did quite well.  However, one thing gnawed at me – distinguishing the traffic from regular Facebook traffic within Google Analytics.

While Automattic’s Facebook plugin had a spot to include Google Analytics code and Facebook also provided a best practice document to utilize Analytics, I simply couldn’t figure out how to make it play nice with the plugin and the existing Analytics code we used.  Finally one day I hit upon the right combination.  In an effort to help you if you are in a similar place, below you will see the code I used and a screenshot of how it looks within the Facebook Instant plugin for WordPress.  My hope is that by following the steps below, you are able to save time and start tracking your website starting today.

Step 1: Install Automattic’s much improved (they released an update 2 weeks ago that fixed many issues) Instant Articles for WP plugin and make sure your website is approved for Facebook Instant and set up correctly (I know, easier said than done).

Step 2: Go find your existing Google Analytics code within the admin section of Google Analytics.

It will look something like this –

<script>
(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,’script’,’https://www.google-analytics.com/analytics.js’,’ga’);

ga(‘create’, ‘SITETRACKINGID‘, ‘auto’);
ga(‘send’, ‘pageview’);

</script>

The part that says SITETRACKINGID will be your specific site tracking ID and you will want to fill it in.

Step 3: Add the necessary additional information as shown below in the bold print.

<script>
(function(i,s,o,g,r,a,m){i[‘GoogleAnalyticsObject’]=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,’script’,’https://www.google-analytics.com/analytics.js’,’ga’);
ga(‘create’, ‘SITETRACKINGID‘, ‘auto’);
ga(‘require’, ‘displayfeatures’);
ga(‘set’, ‘campaignSource’, ‘Facebook’);
ga(‘set’, ‘campaignMedium’, ‘Social Instant Article’);
ga(‘send’, ‘pageview’, {title: ‘POST TITLE’});
</script>

Step 4: Remember to change the SITETRACKINGID to your correct Google Analytics ID.  You don’t need to modify any of the other code.

Step 5: Copy the code you created in step 3 and 4 and paste it into this box within the Instant Article for WP plugin.

analytics

Step 6: Check the box from the screenshot that says ‘Enable custom embed code’.

Step 7: Save the plugin screen.

You are done!  Remember that historical Facebook Instant articles won’t be updated unless you delete them and republish them.  However going forward, you should be able to see traffic within Google Analytics.  You can find it anywhere you can use the Source/Medium field.  This screenshot gives an example of how it will show up.

sorting

 

If Your Birthday Present to Us Isn’t a Mountain, We Don’t Even Want It

Good afternoon gang,

With the kids back in school, it got me thinking about what they will be learning and how they will be learning it this year.  In my day (how old did I become before I began saying that phrase?), we learned basic math via memorization and as I remember it, it must have been effective because I can still multiply 7*9 faster than I can round the 9 to 10, multiply the 7 by 10 and subtract the 7 leftover from the rounding to make the answer 63 (simple, right?) but I guess I’m an outlier…

And while that first thought may have sounded like the old mant rant of the late, great Andy Rooney, I’m going to double down and mention how my daughter began reading effectively last year in Kindergarten.  Up until that point, my wife and I had been trying to help her learn to read for about a year.
During her kindergarten school year, they began passing out a list of words they labeled as ‘sight words’.  These words were common and included “a, the, and, for”, etc.  Every week they would work on taking five of these words and…you guessed it, memorizing them.  You won’t believe this but by the time my daughter had memorized all 50 she had gone from barely reading to being much improved.  Memorization seemed to be very effective for reading but apparently it serves little purpose in math and is for ‘low achievers’.

Now that you’ve suffered through my pouting, relish in this awesome story of how Norway may be sending their neighbororing country something extra big for its 100th birthday (hint: IT IS A  MOUNTAIN).

The Work

Several of our newest clients have had their websites go live over the last month but if we’re only picking one to showcase, it would have to be local business, Brickvent.  Brickvent, owned by local entrepreneurs, Curt Franke and Ernie Alexander, created a plastic molded brick that eliminates moisture on brick houses.

In the course of working on their new eCommerce site I learned far more about spalling and efflorescence (sorry spellcheck, those are real words) than I every thought imaginable.  I also learned that if you have a brick house or are building one and want to keep mold out, you should check out what they guys have to offer.

brickvent2

Other Stuff

The B2B Marketers of Indiana, a great local marketing group, has two upcoming events that promise to be excellent.  On August 17th, join us at Delivra for Creating B2B Videos to Use as Sales Tools – presented by Heather Brogden.

On September September 21st, Join us at Geofeedia to wish me a belated Happy Birthday and check out the amazingly titled, Why Tall People Make More Money: Building Brands Through Social Behaviors presented by Daniel Herndon.

As always, thanks for reading my occasional diatribes.  If you have ideas for my next newsletter, desire to complain, or want me to buy something – shoot me an email.
Cody

This Email Includes One Lie and One Truth, Can You Tell Which is Which?

Hello readers – two random things –

Recently I was at a presentation where I learned that the average cereal eater was 25-60 years old and male.  The average time of the grain infusion – 10 PM! Capn’ Crunch and I have so many lost years to make up for and no matter what my wife says, I now have proof that cereal is an adult’s dinner.

I was chatting with a friend last week and I realized that they had ran more during the last week than I had in the previous decade combined.  Right then and there I made a commitment to a huge life change, something that would really make a difference.

Now, in front of the entire email list I will reaffirm my declaration. I, Cody Sharp, promise to run as much over the next 10 years as my friend did during the last week.  I figure if I can run a block per month, I’ll be on pace for hitting the mark.  I know it will be hard but summer gives me a good start as there are a limited number of ice cream trucks on the road these days – sometimes a short run is required to catch one (looking for a place to buy those wooden ice cream cup sticks?).

The Work

Recently we finished work on a brilliant local company’s website, dotStaff.  The new website got a huge leg up when the dotStaff team sent over a really cool background video for the home page. You can check out the effect on the site.

dotStaff is a SaaS that is utilized by municipalities and other organizations to manage thousands of service providers contracts (it also does a lot of other things).  Since the website is used by both potential clients and current clients, we had to make sure everyone could find what they were looking for right away.  I think the end result came out great and was a direct result of fantastic communication by the dotStaff team.

dotstaff

Other Stuff

Marketing and Margarita’s is Thursday the 23rd at the One American building.  It is $10, there will be drinks and tacos.  Join us!   Thanks for reading along.  I kept this one short and sweet but the next newsletter will be a long, slow, bitter slog – fair warning!

Cody

What Are Google Certifications and Are They Worthwhile?

google certificationsIf this is the first time you are hearing of Google certifications, let me write a quick introduction.  Google has essentially created a platform for learning more about all of their products that they offer and a way to be certified that you know what you are doing .  And while not everyone thinks this process is worthwhile, I do.  Before I go  through the main two reasons it holds value, let me introduce the certifications that are available.  

AdWords Fundamentals:

  • How online advertising and AdWords can help your clients meet their advertising goals.
  • Google Search Network and Google Display Network campaign creation and management.
  • How to measure ad performance and optimize campaigns.
  • Industry best practices and strategies.

Search Advertising

  • Search Fundamentals Review
  • Ad Formats
  • Ad & Site Quality
  • AdWords Tools
  • Performance Monitoring and Reporting
  • Optimizing Performance
  • Performance, Profitability, and Growth
  • AdWords API
Display Advertising

  • How ads on the Display Network can help your clients meet performance and branding goals
  • Display ad campaign creation and management
  • Display ad formats
  • How to reach different groups of people through specialized targeting
  • How to measure ad performance and optimize campaigns
Video Advertising

  • How video ads on YouTube and the Google Display Network can help your clients meet their advertising goals
  • Video advertising campaign creation and management
  • Video ad formats
  • How to measure ad performance and optimize campaigns
Shopping Advertising

  • Merchant Center account creation and management
  • Product data feed submission and optimization
  • Creating and managing Shopping campaigns in AdWords
  • How Product Listing Ads work
  • Shopping campaign bidding and optimization
Mobile Advertising

  • Mobile consumers and how your app or mobile site can help them make decisions
  • Mobile-specific bidding and targeting strategies
  • Mobile ad formats
  • How to measure ad performance and conversions

With so many categories (and with many tests taking hours to complete), are they worth it?    We say yes and this is why:

  • Learning straight from or Google carries more weight than reading articles from experts in the field.  That’s not to say reading articles by 3rd party experts like Neil Patel, Rand Fishkin and Larry Kim aren’t valuable, they are.  But ultimately, Google develops the confines we all work in and it is important to know at least the basics of each offering they provide.
  • These exams are serious and are not for lightweight digital marketers.  Passing these things requires an intense amount of knowledge…or cheating (and I’m a glass half full type of person so I write this off).  Simply put, if you’re are not an expert, you won’t pass.

This doesn’t mean that agencies with certifications are all experts or that agencies without them are all idiots.  These certifications can take a long time and for a busy agency (the sign of a well run agency), time is at a premium.  In fact, Sharp Guys’ mostly focuses on the most valuable ones (like Google Analytics)  that are the foundation of every other certification.  Ultimately, only real world experience getting client’s great results should be used as a determining factor when deciding on an agency.

Once you complete the test you will get a profile page and badges will be added like the ones shown below.  

certifications

At Sharp Guys’ we have a team that has passed not only AdWords Fundamentals and Search Advertising, but also Shopping Advertising and Display Advertising (with the other certifications coming soon). 

If you are going through the process of finding a new agency, take a look at their certifications but more importantly, chat with some of the clients they have worked with in the past and learn more about their process and what type of results they have been able to provide.

Great Resources

 

My Experience With Hosting – The Good, The Bad, The Awful

Clint_Eastwood1

Over the last couple of years, I have probably used or tried to use 20+ hosts. In this post I thought I would share my experiences with those hosts in case they are helpful for others trying to find a good one for their new website.  While I often recommend hosts for my clients (you’ll find my recommendations under ‘The Good’ listed below),  non clients come to me with problems from time to time.  Many times they have been hacked or want/need to move their website for some reason.  Those situations typically involve me utilizing or often trying to utilize the host’s support processes which has provided me some insight into what works/doesn’t.  One caveat, my experience mostly relates to WordPress-based websites.

The Good

Economy – You have a website with fairly limited server needs.  These economy hosts run $5-10 per month and are a great fit for this type of company.

  1. Belira
  2. SiteGround

Both of these companies provide pretty great support – especially for the price. Belira goes above an beyond for me and are perfect for small clients/test servers. They have, bar none, the best support I have ever seen from an economy host and I have used them for nearly 6 years.  As with many shared hosts, Belira can struggle from time to time with getting your emails in people’s inboxes which is why I always recommend clients use Google Apps for email (I use it for all of my SharpGuys email addresses). SiteGround costs a bit more but handles website migrations for you which can save some time. They are also pretty good about getting back with you when you need assistance. I did have a situation where a company came to me after their site was hacked that was using SiteGround.  After asking for Siteground for help, they simply said that the company needed to pay Securi $200 to get their site fixed without offering any additional assistance or options. And not only did they not help, they took the site down immediately without any warning until we got the hacked site fixed up.

Premium – You are a company that takes its web presence seriously.  These hosting options begin at $15/month and increase based on the number of visitors you get.

  1. GetFlywheel
  2. WPEngine

I have clients that range from 100 visits to 2 million visits per month on these services. One is a news website – when a story goes viral, they can miss out on 300k impressions in an hour if it goes down so it is crucial it stays up. GetFlywheel has some pretty amazing emergency help (24 hour support) and handles the transition from taking a client from a test server to the production site incredibly well. They also offers automated daily backups, a staging website, and automatic caching.  WPEngine also has great support and similar features but they cost a bit more for larger clients.  Between the two I would say GetFlywheel is a bit better at this point. Neither of these hosts provide domains or email so that will have to be handled somewhere else. This can be a bit frustrating if you would like to minimize the number of logins you have. Also, both of them will charge ongoing costs for giving you the ability to use an SSL license (they will also charge you extra for the license) which needs to be built into the cost.

The Bad

These services I have used extensively – I have not had good experiences and it is likely you will not either.

  1. Arvixe – Fast servers but poor support.
  2. BlueHost – I have never seen servers run slower on so many different types of websites.
  3. Dreamhost – Awful support and a tendency to have their websites go down.

The Ugly

These services I have used extensively – I am nearly sure that your one good experience will be followed by 10 bad experiences.

  1. GoDaddy – Simply atrocious support and they will screw people over to try and make a buck on the initial sale.  They will ALWAYS oversell people that don’t know any better via chat or phone.  “Yes sir, you definitely need to buy the .biz,.info,.net,.garbage domain extension versions of your domain along with the highest level SSL license” (for your personal blog that will not sell e-Commerce items).
  2. Network Solutions –  (Horrible, HORRIBLE support – tickets take 2 days to hear a reply and then it will be automated and not even be applicable to the problem).
  3. HostGator – 24-48 hour support tickets answered by computers.  When they are answered by humans, they can’t help you.

A Few Others

DiscountASP – The oldest backend tech I have ever seen but their support is pretty good.
phpwebhosting.com – Also incredibly old tech. Pretty decent support but they will charge you extra for it.

Dan Lyons’ Silicon Valley’s Culture Complaints Are Misdirected/Annoying

Disrupted: My Misadventure in the Start-Up Bubble is a book by former Tech Editor of Newsweek, Dan Lyons.  The premise of the book is that Dan is fired at Newsweek, hunts for a job as a non-journalist for the first time at age 52, and signs on to work at a Boston-based Silicon Valley type company named Hubspot.  Hubspot has tons of culture-based ‘silliness’ like a wall made entirely of candy dispensers, an office-wide Cinco de Mayo shutdown where they ship in a ton of tequila and food and everyone parties, and an annual Halloween party where people all wear costumes to work (this in particular is an affront to Dan as he has ‘never worked in a place where ADULTS wear costumes to work’).  It’s a fish out of water story in which Dan constantly mentions to the reader how he used to be someone, interviewing tech luminaries in a magazine that no one reads anymore.  Purported hilarity ensues…except it never does, and many of his complaints seem gratuitous and misdirected to someone that has personally worked in marketing and software driven companies for nearly a decade.

When I was 25, I began working at a relatively small software company named eTapestry as a sales guy.  At eTapestry, we had things like dodgeball tournaments, chili cook-offs, remote control car competitions, and during March Madness, things pretty muchdisrupted-cover shut down so we could watch the ball games.  I wore shorts to work during summer and played basketball (poorly) with the CEO two times per week unless I was traveling.  I also washed my clothes in the company washing machines, played ping pong with coworkers, and when I got sweaty from all of the sports, took a shower at work.  We even dressed for Halloween in costumes – oh, the horror!  For someone aged 25, it was one hell of a good time.

However, we also worked our butts off and constantly traveled the country in luxury – which consisted of me taking the cheapest flights, the cheapest hotels and the cheapest mode of transportation (walking), whenever possible.  That meant a ton of red eye flights back from California and a few sketchy hotels where I had to have someone from a nighttime security team unlock the gate to let me in. I had a 3 course dining budget of $35 when traveling out west so as you can imagine, I ate at only the finest restaurants.  We didn’t make much money, we had large monthly quotas to hit, our sales cycle generally took 2-3 months, and under-performing sales people were let go left and right.  But all of this was formative – while I wasn’t a great salesperson, I was responsible for doing nearly all of my own marketing including setting up and speaking at seminars, webinars and conferences while also sending out emails and generating leads.  On top of my regular sales job, I was basically doing two jobs and I decided I liked marketing a whole lot more than selling.

eTapestry had a camaraderie that I have still not seen anywhere else between coworkers.  But that camaraderie wasn’t built by simply paying people good money and saying, get to work.  Instead it was built on the basketball court, or while whizzing a ball at someone’s head in dodgeball, and with end of the month tequila shots.  That culture led to great success for the company and yet, Lyons would have you believe that this type of culture is incompatible with success.  He would also have you believe that it is incompatible with people older than 30 yet eTapestry had many people over the ages of 30 and they fit right in.  What the culture was incompatible with was people that were close minded, set in their ways, and generally curmudgeonly – traits that seem to describe Lyons to a T based on all of the complaining he does in his book.

At my next software company, TowerCare, I worked from home in Indianapolis and the company was based in Pittsburgh.  TowerCare paid much better and I was able to stay at home with my wife and new daughter.  It was a perfect culture match for that time in my life where I was looking for more security and less travel craziness.  I did this for 3 years and while I desperately missed the twice a week basketball sessions I had previously at eTapestry, the job provided the right culture fit at the right time.  This is where Lyons really misses the point.  While he thinks that his experience with Hubspot’s culture was the only sane response, it was simply the wrong place for him to be at that time in his life.  He should have been at somewhere more traditional, like the government, where many employees still wear suits and never, ever have Cinco de Mayo celebrations featuring free tequila.

At Delivra, an email marketing software company, I was ready to get back out there and be around folks again.  It was time as sitting by myself all day, every day was making me realize how boring I can be (sadly my wife was right).  It was great to be back in an office and this time there were far fewer tradeoffs.  Delivra had (and still has) an outstanding company culture that helped everyone work together to get things done.  It also paid well.  Perfect fits like this don’t just come along by accident.  Before landing at Delivra, I spoke to a ton of friends about potential good fits in the local market.  I found out that Delivra was named one of the best places to work, and Delivra made current employees available to me to learn more about what the day to day looked like.  In other words, I knew what I was getting into.

When Lyons was let go from Newsweek, he wrote that he was desperate to find something and had not gone through the interview process since graduating college nearly 2 decades earlier.  Perhaps if he would have done more research and listened more attentively when people described the culture of Hubspot, he would have known from the beginning that this wouldn’t be a good fit.  While it does seem he was sold a bill of goods when he met with the founders of Hubspot (there are several spots in the book where Hubspot clearly drops the ball and indeed, is shown to be a less than admirable company), he should have seen the writing on the wall far earlier.  However, when he found out that he wasn’t going to be doing what he was told he would be doing or that his boss was 28 years old (which really seems to bother him), instead of immediately looking for something different, he tries to make it work.  Generally this is a huge mistake (unless you’re planning on writing a tell all book about the company).  When it isn’t a good fit and your company lies to you, get out!

Throughout the entire book, Lyons complains.  Among his many complaints are:

  • Companies have Initial Public Offerings (IPO) without making a profit first.
  • Marketing companies are selling garbage. Their products are mostly worthless and they are in the business of simply selling spam and dreams that are BS.
  • Older people are systematically kept out of these types of companies due to ageism.
  • Companies no longer are loyal to their employees though they expect employees to be loyal to them (team players).
  • The people at the top of a dotcom are trying to push for growth in order to build up the chance for an IPO and will do anything it takes in order to do this (to the detriment of the rest of the company and employees).
  • He hates how young people dress.
  • He complains that Hubspot and companies like Hubspot are all white, middle class kids.
  • He really hates flip flops. He seems to mention this and J. Crew on nearly every other page.
  • Companies give unlimited vacation so they can fire you without having to pay out a chunk of vacation days (I absolutely agree with this one).
  • He hates the candy wall – he wants to be paid in more than chocolate covered peanuts (I made this sad joke and I’m pretty sure it is better than any other joke that he tells in his book).

There are many things in the above list that I agree are problems (like flip flops), but when buying the book I didn’t realize I would be reading something far less interesting than an Andy Rooney rant.  Mr. Lyons certainly can be an interesting writer, he recently wrote one of the best episodes of the HBO sitcom, Silicon Valley.  My hope is that the next time he lands at a company, he tries to find the right culture fit at the right time in his life, and if he doesn’t, he knows when to cut and run.  But based on his previous actions, he will probably be taking notes and readying the sequel – Disrupted 2: How to Make Money Selling a Book of Complaints.

How Much Do Email Marketing Lists Cost?

My buddy and I had a website when we were 18-19 years old that has been dead for well over a decade.  I won’t use the real address (let’s call it pardonusforbadwriting.com) since the content was sports related and displays a quality of writing (that though I was proud of at the time) has not exactly aged well.  We wrote a bunch of content, designed the website by scratch in HTML, and thought it was beautiful.  We even had our own site-specific email addresses, cody@pardonusforbadwriting.com and mybuddy@pardonusforbadwriting.com.

We’re 14 years older these days and over that time many things have come and gone and come and gone again.  Recently my buddy went into a well known tux rental shop (we’ll call it John’s Warehouse) to get sized for a tux for an upcoming wedding.  He provided his information as he got there including his current Gmail-based email address and got sized for the suit.  At the end, he was asked by a different associate if he wanted to pay for the suit rental, and after doing so they asked him if he wanted a receipt sent to the email address they had on file.  He agreed and they said, “We have mybuddy@pardonusforbadwriting.com on file, is that correct?”

An email address that hadn’t been used or even valid since 2003 was being spoken aloud for the first time in 13 years and my buddy couldn’t believe his ears.

catI was called immediately and the tale was hilariously retold until I couldn’t stop laughing.  However, a mystery was afoot – how could John’s Warehouse possibly have this email address in their client database?  The old website and the email address had been defunct for over a decade.  My friend had never been to John’s Warehouse when the website or email address had existed.  After some soul searching and more laughing at JW’s expense, we could think of only one possibility.

My friend used to use the email address to sign up for things online in 2002.  It is likely that some company probably sold the email address to some email list broker.  John’s Warehouse, in their nonstop fervor to make John’s ‘like the way they look’, gobbled it up and kept it until that very special day in late March when it resurfaced like a cocoon that hatched after a decade and an old, ugly butterfly fell out.

My buddy still rented the suit for John’s Warehouse so what did this possibly cost them?  Nothing.  Unless you consider that the email list that John’s Warehouse likely bought is the same one still being peddled today by tons of email list brokers.  So before you consider buying an email list from a broker, ask yourself how many bad or defunct addresses are on it, and how many 19 year olds (who are now 33) are in your target market?

But seriously, buying a list is never worth it.

 

Have You Ever Wanted to Name a 250 Million Dollar Government Ship?

For most of you, the obvious answer is YES.  A bucket list item like naming a quarter of a billion dollar ship doesn’t come around every day. Thanks to Great Britain’s Natural Environment Research Council you now have the chance.

And since they asked the internet, the whole internet, we have some incredible options already but one name stands on the shoulders of giants – a name that already has 80,000 more votes than any other.  This name clearly brings to mind the immense price tag of this ship, the important polar research it will be doing, and Great Britain’s hundreds of years of proud naval history.

RRS Boaty McBoatface

If you want to upvote that name or choose one of your own, now is the time. The contest continues until April 16th.

Boaty

A Note

You may have noticed (or been thankful) that I have been noticeably absent from the blogging/newsletter world for the last couple of months.  I’m both humbled and embarrassed that some of you even noticed and asked me what had happened.

While I was legitmately ‘busy’, I was also finishing up a fantastic family trip to Disney World.  I will certainly be more active during the second quarter of 2016 and depending on whether or not you enjoy reading these, you can take that as either a promise or a threat.

The Work

It really has been a fun start to 2016 and we have been fortunate to work with a number of different clients.  One in particular, Allusions, asked us to create a new lead generating Look Book and I think it really came out great.

Thanks to our design team and some incredible client feedback, we were able to pull together this Look Book in less than 2 weeks and it is now downloadable online when a visitor fills out a form on their website.  In just a short time, it has generated leads from interested visitors (the main goal of the Look Book’s creation), several of which have led to sales.

Other Stuff

I wanted to give a special shout out to Delivra for hosting the B2B Marketers of Indiana in March.  If you missed the workshop that was given, you can read the follow-up blog here.

Finally, if you have stuck around this far you must really be my target market (my mother and/or good friends) or perhaps you are a masochist.  Either way – you’re appreciated!  For your persistence over adversity, I’m providing (especially for fans of Breaking Bad), the true and incredible story of The Walter White of Wichita.

Thanks for reading!
-Cody