Daniel Burstein

Ask MarketingSherpa: Internship for international student in the US

February 15th, 2019
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We frequently receive questions from our email subscribers asking marketing advice. Instead of hiding those answers in one-to-one email communication, we occasionally publish edited excerpts of some of them here on the MarketingSherpa blog so they can help other readers as well. If you have any questions, let us know.

 

Dear MarketingSherpa: Hi, Daniel Burstein. I appreciate it that you are so warm-heart and nice to offer to help.

Currently, I am a graduate, major in Social Media and Mobile Marketing. I want to seek a Summer Intern in the field of Marketing or Digital Marketing, either full-time or part-time. I am an International student from China.

According to my current situation, do you have some advice to give me? When you are free, could you let me know your suggestions. I am so grateful to hear from you.

Regards,

 

Dear Reader: Congratulations on your academic achievements and thanks for writing. I assume you are looking for an internship here in the US?

I’ll be honest, the fact that you’re a non-native speaker could be a challenge.

So …

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Daniel Burstein

MarketingSherpa Podcast Episode #4: What do you lead with?

February 12th, 2019
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What is an impactful way to increase conversion?

Or …

How do you grab your customer’s attention?

See, I could have led with either statement. Both statements describe our conversation in the latest MarketingSherpa podcast. But my hypothesis was that the first statement would grab your attention more.

Customer attention is a scarce resource. There is only space for one headline in the print ad, only a set amount of characters in a paid search ad, only six seconds that will be the opening six seconds of your TV commercial. And yet, your product likely has many value attributes.

So what do you lead with? To elucidate (and other fancy words) yourself on this subject, you can listen to this episode below in whichever way is most convenient for you — or click the orange “Subscribe” button to get every episode.

 

 

More About Episode #4 — Value sequencing

The initial question of the podcast leads to a bigger topic — value sequencing.

What do customers need to know? And when do they need to know it during the buyer’s journey? In addition, which customers need to know which things about your product?

This is true for their entire macro-journey with your brand but equally important at the micro-level within each customer interaction. For a landing page or an email, what do they need to know in the beginning, middle and end?

These are topics Austin and I dove into. Here are the show notes from this episode:

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Daniel Burstein

Marketing 101: What are ad blockers?

February 8th, 2019
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

Ad blockers are software that, as the name suggests, allow web users to block the ads on websites. Ad-blocking software (also known as ad filtering) can take different forms — from a web browser extension or plugin like AdBlock Plus to a standalone browser like Brave.

According to MarketingSherpa research, the top reason American consumers block online ads is because “I dislike large ads that pop up over the entire webpage,” followed closely by “Ads make the webpages load too slow” and “Rollover ads are intrusive.”

While ad blockers have gotten more attention lately, they are not new. For example, MarketingSherpa published a story on them back in 2001 — Should Publishers Worry About Ad Blocking Software? SaveTheFreeWeb.com’s Bill Dimm Explains Reality.

Ad blockers have been a difficult phenomenon to deal with for publishers.

For publishers, ad blockers threaten to steal advertising revenue. Some online publishers have adapted by either forcing visitors to allow ads or pay for a subscription to see their content. Here is an example from WIRED magazine.

ad blocker notice Wired mag

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Daniel Burstein

Value Proposition: Before you express the value, you have to deeply understand the value (MarketingSherpa Podcast Episode #3)

January 29th, 2019
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You think your product is great. Your service is top-notch. And personally, I have no reason to doubt you.

Your ideal customer, on the other hand … let’s face it, they don’t live in the four walls of your office. They aren’t thinking about your product every moment of every day like you are. They — and I hope this doesn’t sound harsh — really don’t care.

This disconnect is normal, of course. But here’s where you’ll get in trouble.

The next time you hire an advertising agency to create a campaign, when you redesign your website, when you launch a product — if you use that same insider thinking, you will undercut your marketing investments. Because those advertising and marketing creatives need to be armed with an essential reason why the ideal customer should buy your product.

Without that core reason — that marketing creativity isn’t being put to its most effective use. Just like a painting without a viewpoint isn’t really art, it’s just nice colors on a canvas.

Without that core reason, all you get is “we’re the bestest, greatest, amazingest [product type] you’ve ever seen.” You can buy all the media you want and blast that message out into the world but really … c’mon … how many customers will truly believe it?

Your product needs a value proposition. In our latest podcast, Austin McCraw and I have a robust yet light-hearted conversation about pitfalls marketers can get into when crafting their value prop. You can listen to this episode below in whichever way is most convenient for you or click the orange “Subscribe” button to get every episode.

 

 

More about episode #3 — consider the competition

A value proposition created in a vacuum is no value proposition at all.

And this is what makes crafting a value prop so difficult. You’ve got to take a good, hard look at what other options your customers have. Even when it isn’t direct competition. For example, customers taking a short trip aren’t only considering which airline is best, they are considering if they should drive instead. Or take a train. Or perhaps not go at all.

That competitive element can go against our human nature because by playing up a competitor’s offerings, we can feel disloyal to the team we’re on.

But it is essential for marketers to be the voice of the customer in the organization, reminding the whole company what other offerings are out there. By doing so, you not only sell your company’s products and services but can positively shape their value to create something even better for customers. And by having an influential stake in value creation, you are at the heart of what is important to business leaders and the very essence of the business itself.

These are topics Austin and I dove into. Here are a few key moments from this episode:

  • 1:55 – Austin defines value prop.
  • 4:26 – You’re trying to set an expectation, not make a promise.
  • 5:35 – There is a fundamental value proposition for the entire company. Marketers can feel intimidated by that because they feel like they can’t really affect it. But every person in every company can likely at least affect one of these other levels of value proposition in their daily work.
  • 8:16 – Organizations also have a value proposition. Cultures have a value proposition.
  • 11:00 – A value proposition workshop is a way to get key business leaders together and discover the most powerful value proposition.
  • 12:19 – Consider the competition, even when you think the product is so breakthrough that there is no competition …
  • 15:49 – … because there is always competition. I’m a Jacksonville Jaguars fans, and at the beginning of the season, I could have felt like they have no competition. But now, staring back at a 5-11 record, reality clearly shows they weren’t up to the competition.
  • 17:42 – Of course what we’re talking about is looking past your direct competitors. We use the example of newspapers here. Even though many newspapers do not have direct competition, they still have plenty of indirect and replacement competitors.
  • 21:20 – Sometimes products or brands within your company aren’t differentiated enough. In that case, less is more, and they shouldn’t all exist.
  • 21:56 – Sometimes your products are competing with each other. In that case, make sure there is clear value differentiation between them. A bad example is my car insurance renewal. I get a thick packet in the mail that I don’t understand, and I don’t really grasp the different value of my product options.
  • 24:10 – A feature matrix is a great way to show the different levels of value offered by different products to minimize competition between products and help customers select the best offering.
  • 21:41 – Your product needs clear exclusivity from all competitors, both internal and external.
  • 27:25 – Even if you have a commoditized product, you can find ways to create and communicate value exclusivity. For example, com uses customer service and social media personalities to differentiate from other (frankly, fairly similar) fitness-oriented supplements and vitamins.
  • 28:03 – Even sushi can have exclusivity.
  • 28:55 – It takes the sushi chefs at this restaurant three years just to learn how to cook the rice.
  • 32:07 – A competitive analysis can help you identify elements of exclusivity.
  • 32:46 – If you really start to delve in, you might discover your product doesn’t really have a value prop. In that case, we discuss what to do.

Related resources

Powerful Value Propositions: How to optimize this critical marketing elements — and lift your results

Customer Value: The 4 essential levels of value propositions

Value Proposition Development on-demand certification course

Daniel Burstein

Marketing 101: What is a mobile breakpoint?

January 18th, 2019
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Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.

In responsive design, a breakpoint is where the layout of the webpage changes based on the size of the device. Mobile breakpoints are the sizes for mobile devices.

For example, a responsive design may have three sizes — desktop, tablet, smartphone. In that case, the mobile breakpoints would be the tablet and smartphone size. Here is a GIF created by MECLABS Institute Senior Designer/Web Specialist Charlie Moore that shows a website with three breakpoints.


Choosing breakpoints

You can choose which and how many breakpoints your website has. For example, instead of just the three referenced breakpoints mentioned above, you can add in a fourth breakpoint for small laptops.

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Daniel Burstein

Mobile: Device or segment? (MarketingSherpa Podcast Episode #2)

January 7th, 2019
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You might be reading this blog post on a smartphone. Or perhaps you’re about to listen to this podcast on your phone. Because mobile has taken over. We have all become cyborgs now — part human, part machine.

Don’t believe me? Just trying going without your phone for 24 hours. Go ahead, I dare you.

As a marketer, these societal changes should spark some curiosity questions. How do these customer behavior changes help you help the customer make the best decisions? How can you better serve customers on mobile devices and increase marketing performance?

And really, what is mobile anyway? Is it a device — just the same people we’re trying to reach on the desktop but with less screen space? Or is it a segment — people’s behaviors (and perhaps even the people) are so different when they’re on a smartphone that we need to approach them in an entirely different way.

We cover this topic in MarketingSherpa Podcast Episode #2. You can listen to this episode below in whichever way is most convenient for you or click the orange “Subscribe” button to get every episode sent right to, let’s face it, your phone.

 

 

More about episode #2 – You must consider the human behind the device

Mobile marketing is a hot topic, but don’t just think about it in terms of technology. Or usability.

As with any other human communication mechanism — from the caveman grunt to the printing press to the secret handshake to the telegraph, radio, email, you name it — using the mechanism correctly is just table stakes. It’s all in the nuance of how you use it.

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Daniel Burstein

MarketingSherpa Podcast Episode #1: The role of the human connection in your marketing

December 6th, 2018
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Marketing and technology go hand-in-hand these days. And the addition of technology has created some incredibly powerful abilities for marketers.

But…

We’re still just human beings trying to get a message out to other human beings.

So what role should that human connection play in your marketing? It’s a topic we cover in MarketingSherpa Podcast Episode #1 — you can listen to below in whichever way is most convenient for you or click the orange subscribe button to get every episode.

 

 

Welcome to the new MarketingSherpa podcast

I can’t say this is the first MarketingSherpa podcast. Long-time readers know that MarketingSherpa has been publishing and producing helpful content since the early days of marketing and has had a podcast before. In fact, MarketingSherpa has written about marketing for so long that our first article about podcasting was published three months before Apple added formal support for podcasts in iTunes (If you’re curious, see Integrated Ad Campaign Results – Podcast + Avatar Banners + NYC Bar Coasters published on March 22, 2005).

But this new iteration of the MarketingSherpa podcast is our latest attempt to provide you the insights and information to help you do your job better. Plus, we attempted to make this a fun and lively discussion.

We’re not sure if we’re going to do a podcast long-term, but we figured it was worth a 90-day experiment (so if you have any feedback, please let us know).

A little insight into our thinking

Since you’re marketers as well, we thought you might be interested in some of our thinking behind the reason we are deciding to experiment with this format for our audience.

When deciding what channels to embrace, it is important to understand if your ideal customer is there and using it already. It’s all too easy to follow the hype. After all, even if a channel is “free” like social media or podcasting because it doesn’t require an immediate monetary outlay, nothing is ever truly free. As MECLABS Institute Managing Director and CEO Flint McGlaughlin said in a recent MarketingSherpa blog post, Burn your “also(s).”  Every new channel you invest in, every new social media account you open, every new content type you create diverts your team’s limited time and attention from something else. (That’s why we’re launching this 90-day experiment to gauge if the podcast is a worthwhile investment of our time and attention long term).

In MarketingSherpa’s case, we have a business audience (marketers), and the data says that a large group of business people listen to podcasts. Most notably, 44% of business people in a senior role who know what a podcast is are listening to podcasts, according to LinkedIn data published on MarketingCharts.com (only 8% of respondents didn’t know what a podcast is, so this constitutes a lot of senior role department heads, VPs, owners and C-suite execs listening to podcasts).

 

 

Because our audience is professional marketers, they tend to like visiting our website from the workplace. In fact, looking at our website analytics reminds me of the gently rolling waves of Jacksonville Beach (which is where I prefer to spend my weekends rather than reading marketing content online, so I can’t blame you for reading more during the week). Look at the clear dips in pageviews on the weekend.

 

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Daniel Burstein

The Marketing Thank You Box: 12 reasons modern marketers can be thankful

November 15th, 2018
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I hate to admit it. But as I’ve advanced in my career, I’ve become a little cranky.

Sometimes I can be like a marketing version of Grandpa on “The Simpsons” — “I remember when everything was print so there were real deadlines, not like a landing page which you have to constantly optimize. And we’d write ads for The Wall Street Journal, not for phones. Phones were actually for making phone calls. And another thing …”

But when I look outside my office this month, I see the Thank You Box.

It’s an effort to show appreciation for others in the office here at MECLABS Institute. Simply write a note about why you’re thankful for someone.

So, in this month of gratitude, here are 12 elements of modern marketing I’m thankful for:

This is customer intelligence we learn from. These are email subscribers we can help. There are even people who reply to inquire about services from MarketingSherpa’s parent research organization, MECLABS Institute. And we even get nice replies, like this …

“I love your stuff. I share it with my small business clients.”

I’m thankful for those notes. Numbers matter. But hearing from humans you’re serving is especially fulfilling.

  • Digital A/B testing — Sure, you could test with direct mail as well. But not this cheaply. And not this quickly. It’s a great way to learn from your customers’ behavior.
  • Content marketing — Another tactic that didn’t start with the invention of the internet. But it sure has exploded with the growth of digital — from blogs to videos to push-button publishing — partly thanks to the power of social media and organic search. No longer does marketing only have to be an “ask.” Now it can also be a “give.” A very effective tactic.

  • The “Referrals” tab on Google Analytics — I love to see who thinks our content is valuable enough to send us traffic.
  • LinkedIn and Twitter — A great way to interact with and learn from other marketers I’ve never met. Especially helpful for an introvert like me.
  • Read more…

Flint McGlaughlin

A Deep Elemental Force: What (truly) is marketing?

November 5th, 2018
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The great words of our society have been destroyed by the power of connotation over denotation. The speed of this demise has accelerated with the advent of mass media. Hence, great spiritual words and great social words have been irreparably marred.

“Marketing” is such a word.

Its very mention connotes trickery, subterfuge, propaganda and ultimately deception. Worse, it is considered the cunning accomplice of another blighted (often for good reason) term: sales.

Can the word “marketing” be redeemed (another damaged term)? Should one just start with a new word?

While at the universal level it can be difficult to “purify” the word, at the personal level this task is relatively simple.

But what does it matter? Why should you care? Redeemed or not, the whole concept seems boring …

“Seems” is a dangerous word. Be careful. Be very careful. Consider three challenging, if not outrageous, statements:

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Flint McGlaughlin

My Five Greatest Mistakes as A Leader: 30 years of painful data (that might help you)

October 24th, 2018
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In my field, we often speak of “data-driven decisions.” But for the leader, sometimes the most important data is derived from a source that evades our metrics platforms. Indeed, such data can only be gleaned through brutal self-confrontation.

 

Confessions

The philosopher Kierkegaard reflected that “… the artist goes forward by going backward.” It is a paradoxical concept and yet an apt observation.

If the leader wants a different outcome than the one he is currently achieving, he may do better to look backward rather than forward.

For me, this means doing the hard work of reflecting on my most significant failures, and in particular, the root causes of these failures. This is especially painful because the “root cause” of the “root causes” of my organization’s failures lies within ME.

Looking back over 30+ years of (my) leadership data, I can see patterns … negative patterns. This observation leads to an inevitable question: What can I do to prevent their recurrence?

There is a complex answer; there is a concise answer. Here is the latter.

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