Why Story Power

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The #1 Quality That All Great Marketers Have

By Tom Ruwitch

My business is growing so I’m hiring.  Last night I posted a job opening for a software developer to assist with several projects.  I described the projects, but only in vague terms.  Applications flooded my inbox. Most applicants told me they had EVERYTHING it takes to tackle the projects.  One applicant, Noah, said this: “Let’s discuss more…

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Beware of These Make-Me-Gag Marketing Pitches…

By Tom Ruwitch

I was eating breakfast the other morning and nearly choked.   It wasn’t the spinach and salsa omelette that did it (although that jalapeno salsa made me sweat a little).   No, it was the email that landed in my inbox…  …with yet another breathless, over-hyped, meaningless statistic…  …about yet another can’t-miss digital marketing channel.   Here’s the…

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How to Attract Attention – The Jesus Way

By Tom Ruwitch

Here’s a parable about parables…  …with a lesson that can help you attract attention for your marketing messages and inspire people to act.   In the Bible’s Gospel of Luke, someone asks Jesus, “…who is my neighbor?”   Jesus answers with the story of a “certain man” who was traveling from Jerusalem to Jericho and “fell among…

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How 1 Pic and 3 Words Transform A Boring Log Into a Romantic Tale

By Tom Ruwitch

My friend Cabanne Howard (a great marketing strategist) sent this picture to me the other day… It’s a closeup of this Duraflame log… Cabanne thinks it’s a great example of story-powered marketing.  And she’s right.   Feeble marketing focuses on features.   Better marketing focuses on benefits.   The best marketing — story-powered marketing — promises  transformations.   A Duraflame log  features sawdust…

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A Tale of Two Posts: One Inspiring, The Other a Yawner

By Tom Ruwitch

Here’s a tale of two blog posts — both covering the same topic: Why your business needs a customer support playbook and how to implement one.   In one corner we have a treatise. Here’s how it starts:   Building and managing a help desk in your organization can either become a triumphant, effective tool or end…

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40 Years Later, I Still Remember This…

By Tom Ruwitch

I was cleaning out a closet the other day and found an old biology textbook.  As I paged through it, I was struck (stunned, saddened) by how little I remembered.  Then I got to the chapter about animal biology… …and my memory clicked: “Kids prefer cheese over fried green spinach.”  That’s the little story I…

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Cool Tools to Remove Background and Apply Effects to Photos

By Tom Ruwitch

Last week, I shared “5 things you might not know about me…” on LinkedIn.   The post included this picture of me…   A few people told me they liked that picture, and they suggested I use it as my profile picture — instead of the one I was using.  “Sure, why not?” I thought.  But before…

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Conventional Lunacy You Must Ignore

By Tom Ruwitch

I read some marketing advice last week that was SO bad I had to share it with you… …so you can add it to the top of your “Do Not Do This!” list.  It came from a so-called marketing “expert” in one of those fancy-shmancy magazines for entrepreneurs.  The article contained dos and don’ts for…

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Why You Shouldn’t Be Afraid of Fear in Your Marketing…

By Tom Ruwitch

A few months ago, my wife and I woke to a loud “thud.”  She thought the sound came from inside the house… …and, for her, that meant trouble.  “What was that!?” she asked, sounding a little frantic.  We live in the city and crime is a thing so I don’t blame her for worrying.  I…

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Priceless Marketing Lessons Courtesy of President Trump

By Tom Ruwitch

I gotta hand it to President Donald J. Trump.  Love him or hate him, El Presidente just did many of us a favor. He shut up the “TikTok-is-the-Next-Big-Marketing-Thing” crowd.  (Search for “tiktok marketing next big thing,” and you’ll find them).  On Friday, he issued an executive order banning TikTok in the USA, effective next month. …

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