Building a business one question at a time. ✎ By Wayne K. Spear
Marketing
What is communication?
Communication breakdown is not always the same. ✎ By Wayne K. Spear It is the hardest simple thing you will ever do. That is why communication failure is at the root of many ills. And, yet, in our hearts and… Read More ›
Mining for your data gold
To give is to receive. ✎ By Wayne K. Spear CC image “Data storage—old and new” courtesy of Ian on Flickr Do, Dare. To the English-speaking reader, it looks like an inspirational slogan. In Latin, it is a verb. Do,… Read More ›
Brother can you spare a two-dollar bill?
Use value versus perceived value. ✎ By Wayne K. Spear There are about 1.5 billion US $2 bills in the world. A $2 bill is worth $2. Two-dollar bills are scarce, yet you can get one at any time from… Read More ›
A story teller must be tenacious
There are many theories about communication that say a message has to be heard multiple times before it sinks in. Some say three—others, more. Thomas Smith’s 1885 book Successful Advertising says 20. Rarely is it one.
How the media failed at marketing and made us sick
The Internet did not kill Old Media ✎ By Wayne K. Spear First, a Venn Diagram. Proximity is physical distance, Influence is the degree to which something directly affects you, and Control is your ability to do something about it…. Read More ›
What is a brand?
When a brand is owning the thoughts in someone’s head ✎ By Wayne K. Spear It’s a big question, but the simplest (and, I hope, not simplistic) answer is that a brand is the experience of a customer in the… Read More ›
Long live the gatekeepers
Gatekeeping is a Unique Value Proposition ✎ By Wayne K. Spear Content marketers have a big problem. Over 95% of website visitors aren’t paying attention. They don’t “engage,” they don’t “convert.” They land on a web page, and they move… Read More ›
Why This Writer Sucks at Marketing
HERE AT waynekspear.com, I lift the curtain from time to time to disclose my thoughts on the writing life as they apply to this website. As with any public undertaking, there’s much going on behind the scenes at this word… Read More ›
Death by Exposure
EARLIER IN THE WEEK, journalist Nate Thayer posted an entry to his website titled “A Day in the Life of a Freelance Journalist — 2013.” Now, this is not any old journalist we’re talking about. Nate Thayer has written for dozens… Read More ›
