Posts by VerbFactory

They Like Me! So What?

Facebook used to be a marketer’s dream … millions upon millions of people on the platform every day, many times a day, restlessly scanning their news feeds lest they miss a video of Aunt Sally doing the Macarena at a family reunion or a cat doing anything at all. If people knew of your brand – and “liked’ your business page – chances were good that while they were scanning for Aunt Matilda they would at least see your logo. Getting that “like” was your main objective, so that with some pretty snappy content marketing you’d get an acceptable number of conversions. But not anymore. Today,...

Read More

The Pros and Cons of “Lipstick on the Pig” Marketing

You are the vice president of marketing at a software company. After months of planning, it’s time to launch the new version of your flagship product. Everything is ready to go – the press release is written, the analyst interviews have been scheduled, the new website copy is approved – except for one little thing: the software doesn’t work very well. What do you do? That’s a question that marketers face every day, and in many cases it’s a no-win situation. Proceed as if everything is working fine, and you risk getting back in the media (and among potential users) for having a...

Read More

Marketing: Globalize or Personalize?

The best form of marketing ever invented is a face-to-face meeting. That’s because if one follows the American Marketing Association’s definition (the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large), marketing really comes down to influencing people to make certain decisions. And a personal conversation is often the best way to accomplish this. Unfortunately, that’s not really scalable, especially for companies that want to reach broad audiences, so...

Read More

The Art of the Ad Lib

By Richard Berman, CEO of VerbFactory VerbFactory keeps our plate full with clients in a number of fields, but we’ve always stayed away from political consulting. It’s not that we don’t love politics (or have spirited discussions about major issues in the office), but it is a niche specialty area that we simply don’t cover. Nevertheless, there are important lessons that every organization can learn by watching how politicians communicate. In January, President Obama generated significant attention during the state of the Union address when he delivered a one line zinger about his two...

Read More

Ink By the Barrel: How changes in printing technology have revolutionized marketing

By Richard Berman, CEO, VerbFactory Almost 15 years ago, before founding VerbFactory, I ran marketing for a Bay Area software company. On my first day in the office I was taken to a walk-in closet that was filled with thousands of pages of beautifully designed marketing collateral…all which was unusable. I spent several hours dumping everything into an enormous recycling bin because all of the documents had a fatal flaw. Some had an incorrect mailing address, others prominently featured the name and photo of a departed CEO, and one highlighted a product that the company no longer sold. My...

Read More