Cautionary Tales

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Why I Call Out Bad Behavior

By Tom Ruwitch

Last week, I called out a social media influencer who crossed the line.  She posted on LinkedIn about the a program she was selling. Below the post she added 10 comments. In each comment, she tagged 30 of her connections.  No commentary in the comments. Just tagged connections — 300 in all.  Why’d she do…

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My No-BS Pinky-pledge…

By Tom Ruwitch

May I vent a little?  Last week, I got an email from a business coach (let’s call him “Pinocchio”) who pitched Sai Blackbyrn’s free course.  Sai is a well-established coach-for-coaches with a complex marketing machine.  Pinocchio wrote: “I have something very special for you, I just got off the phone with my friend, Forbes-featured, best-selling…

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How to Transform From an Opportunity-misser to a Business-builder

By Tom Ruwitch

A cautionary tale about the wrong way to conduct email marketing… Last July, I met an executive coach and author who impressed me. So I bought his book and joined his email list.  That month, he emailed me a pitch to join his mastermind program. A month later, he sent another mastermind pitch.  Then silence…

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The Secret Reason Marketing Results Tank — And What You Can Do About It

By Tom Ruwitch

A cautionary tale about TikTok, other social platforms, and online advertising channels. A marketer posted a cry for help on a public forum last week: “Engagement on TikTok went down significantly … HELP!”  He used to get 10,000+ views and “lots of engagement” with each TikTok post. All of a sudden, views and engagement plummeted.…

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My GPT-powered Robot is a Liar. I Caught Him. Here’s The Story…

By Tom Ruwitch

My AI copywriting robot is full of feces   Before I explain with a story, two things you must know:  1) This is IMPORTANT for anyone who uses ChatGPT or other AI-powered content-generators. Yes, this email is long. But I encourage you to read it top-to-bottom. I don’t use all-caps often. When I say IMPORTANT, I mean…

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The Worst Reason Not to Email

By Tom Ruwitch

I know a business coach who’s great at what she does but struggles to sell it.  We’re in a mastermind group together, and during our last meeting she asked how to promote her new program.  Ideas flew around the Zoom room — mostly about ways to get new leads.  “Try Pinterest,” someone suggested.  And then…

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Why Your Human-like Robot Will Get You The Boot

By Tom Ruwitch

Here’s a sad but predictable story about the perils of robot-generated writing. A business owner in Maryland was hiring for a tech position. One applicant rose to the top after exchanging several well-written emails with the owner. Then came the interview. The applicant could barely spit out a complete sentence. It was so bad, the…

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Why S’-Bowl Ads Ain’t All That…

By Tom Ruwitch

I watched the Chiefs-Eagles game while in Mexico on Sunday so I didn’t see most of the US television ads…  …until this week when I saw the endless parade of “Best Ad” lists and “Lessons Learned…” analyses.  This Squarespace ad, starring Adam Driver, made some of the lists.  Here it is… And what does this…

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A Rotten Reason to Pass on Email Marketing

By Tom Ruwitch

I bumped into a business owner this week who refuses to market with email… …because she doesn’t like getting email.  “I have 74 million marketing emails in my inbox,” she said. “I can’t stand it.”  Yeah, I get lots of emails I can’t stand, too. But I still send emails — lots of them… …because…

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Robotic Marketer Proves my Point About Robotic Marketing

By Tom Ruwitch

Here’s a story oozing with irony… …about robotic marketing gone wrong.  In December, I hosted a LinkedIn event called “Human vs. Machine Marketing.” One of the lessons we promised in the event description:  “Why set-it-and-forget it robotic marketing backfires.”  Fast forward to yesterday when – two months after the event ended – a LinkedIn member…

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