Bad Examples

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Process Automation Gone Wrong. A Cautionary Tale…

By Tom Ruwitch

It began as a shoulder ache. Now I have a headache.  And it’s all because of process automation gone wrong. I woke Monday morning – after a restless, painful night – with a sore shoulder. The pain had spread down my forearm,  to my hand.  I knew these symptoms. I’d had them before – 15…

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I have a Feeling You’ll Open This Email Even Though the Subject Line is 103 Characters and 20 Words Long

By Tom Ruwitch

A VIP member of my Content Transformation Academy asked me last week: What’s the ideal length for a subject line?  “Provocative question,” I replied. My answer: “Size doesn’t matter.”  The VIP shot back: “I read ‘shorter is better.’”  “Yeah,” I replied, “Some say short. Some say long.”  I Googled “what’s the proper length for a…

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Email Away — as Long as You Don’t Drop Boredom Bombs

By Tom Ruwitch

I spoke yesterday to a business owner who doesn’t like getting emails… …so she doesn’t want to send them. “I’ll be honest about email lists or subscriptions,” she said. “I don’t really like being on them. because I always feel like I’m being bombarded by emails…So I’m only intending to send (email) out once a…

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Not so Fast, Romeo… How to Court Prospects the Right Way

By Tom Ruwitch

Last week, I re-watched Romeo + Juliet — the 1996 version starring Leonardo DiCaprio and Claire Danes. I love the scene where the star-crossed lovers meet.  Love at first sight around a tropical fish tank. Here’s the video clip… Audiences enjoy love at first sight stories. (This clip — which is one of many on YouTube showing this scene…

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Lingo-lovers Lose. A Cautionary Tale…

By Tom Ruwitch

A quiet morning in St. Louis, MO, USA. Your friendly neighborhood storytelling expert sits at his desk, peacefully interacting with some new connections on LinkedIn when… …the alarm sounds… …The Lingo Alarm. Here’s the LinkedIn post that triggers it… (Our company) delivers expertise, market experience and a proven track record in bio-based composite manufacturing (masterbatch,…

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The Dirty Little Secret Newspaper Publishers Don’t Want You to Know…

By Tom Ruwitch

A sequel to the email I sent yesterday re: Dan Kennedy and direct response marketing (archived here in case you missed it). I worked in the newspaper industry for most of the 1990s.  By 1996, I was working on the online side.  Most newspaper display advertising was (and still is) paid brand awareness. No calls-to-action. No tracking. …

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Why Your Rags-to-riches Story Will Fall Flat

By Tom Ruwitch

Raise your hand if you feel an emotional connection with Amazon because you’re drawn to founder Jeff Bezos’s origin story. (Me neither) Why do I ask?  Because I read yet another article about storytelling in one of those big-time business magazines that dished out rotten advice. The article said… “Online shopping behemoth Amazon is another…

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You’re in This Business — Whether You Know It or Not

By Tom Ruwitch

I spoke the other day with a business owner who said, “I’m too busy serving my clients to spend time marketing my business.” I hear that occasionally. Maybe you’ve thought that yourself.  I responded by citing the great Dan Kennedy who taught me long ago:  All who run a business are in the marketing business. …

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The Problem With “Look at Me…” Origin Stories

By Tom Ruwitch

I read an article this morning in one of those big-time business magazines about “how to create an unforgettable origin story.” It was kinda forgettable.  It contained lots of dos and don’ts… …be honest… …don’t just list a chronology of events… …include specific details… …describe a vivid moment… …and so on, and so forth.  But…

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Noah Knew… Business Lessons From a Biblical Rain Fall

By Tom Ruwitch

I usually send my emails first thing in the morning. But not today. I’ve been busy… …building an arky, arky and… …helping the animals come in by twosies, twosies.  Actually, it’s too late for that.  It’s raining here in St. Louis, MO, USA.  Big rain. Record-setting rain. Biblical rain.  Nine inches and counting – in…

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