Marketing Advisor, Mentor, & Educator

Kevin C. Whelan

Roundup: Focused marketing for general businesses, creating a brand name, what good marketing feels like, and doing the bare minimum

This Week: 

  1. How to Do Focused Marketing for a General Business 📹 (video)
  2. How to Create a Great Brand Name 📹 (video)
  3. This Is What Good Marketing Feels Like 🐶(kevin.me)
  4. Aim for the Bare Minimum 🏃‍(kevin.me)

1. How to Do Highly Focused Marketing for a General Business (video) 📹

This video changed how I look at marketing. Yes, it’s that powerful.

Do you focus your marketing on demographic information? You might be doing it wrong. Derek Halpern speaks to a group of fitness professionals about marketing to people based on three core categories of customers:

  1. The Informed
  2. The Afflicted
  3. The Oblivious

derek-halpern

This content is a game changer, especially if you have a business that is fairly general (like mine) and can serve a wide range of people and problems.

I recommend watching this video in full. But since it’s long, you can click the gear icon in the bottom right of the video and change the speed to 1.25x or 1.5x to save you some time. That’s what I did.

> Watch full video

2. How to Create a Great Brand Name (video) 📹

This video is considerably shorter than the one mentioned above, but it packs a punch. In this TED talk, Jonathan breaks down all brand names into 7 core types:

  1. Eponymous (names)
  2. Descriptive (what the company does)
  3. Acronymic (acronyms)
  4. Suggestive (words hint at the business attributes or benefits)
  5. Real (dictionary words)
  6. Composite (combinations)
  7. Invented (made up words based on word parts and misspellings)
  8. Associative (reflect imagery or meaning back to a brand)
  9. Non-English (words in other languages)
  10. Abstract (made up with names with no intrinsic meaning

Next time you are creating a brand name for yourself, your product, or your client, give this short video a watch.

> Watch full video

3. This Is What Good Marketing Feels Like  🐶

I wrote a quick article about what my dog reminded me about how good marketing feels. Hint: it feels good 😊

> Read the full article

4. Aim for the Bare Minimum 🏃‍

Here’s another quick article I wrote this week. It’s about creating a daily habit that moves your business forward. I tell a story about how I turned exercise into a habit and apply it to how you can do the same with your marketing efforts.

> Read the full article

Thanks for reading, see you next week!