Sustainably Yours, Tim King. Freelance Writer | Marketing Communications

In 2017, Don’t Set Too Many Goals for Yourself

Instead, focus on two projects that really matter.

Source: In 2017, Don’t Set Too Many Goals for Yourself

Boom! [Drops microphone]

Teamwork makes the dream work. See how Larry Bird scored 60 points in a game in 1985…with a little help with his friends.

Source: Tim | LinkedIn

Why You Can’t Just Fire The Most Interesting Man In The World

Maybe I’m late to the game, but just saw my first Most Interesting Imposter ad on ESPN and I feel terrible.

That scruffy looking lad is clearly not even qualified to be The Most Interesting Man in The Room. When done well, campaigns and the people who made them great should walk off into the sunset together.

What’s next? A new FLO for Progressive? No. Of course not. 

“People” don’t appreciate feeling like they’ve been tricked or that what they have determined to be important (or true) is not shown the respect that they feel it deserves…ironically, by the people that created that something in the first place.

The Dos Equis folks would do well to go back and read the New Coke marketing case studies from the 80’s.

When you create something that finally sticks with people, you have to realize  that it no longer belongs to you – but to everyone. You may never really know how important something is until you try to take it away from someone.

Some old-timey manners would work well here I think … when you get to the party, you dance with who brung ya.

Like it or not, there will always only be one “Where’s the Beef?” lady, one “Can you hear me now? guy,  one “Flo” one “Mr. Whipple” in the hearts and minds of consumers. Shame on those in the business who seem to think otherwise. As the classic marketing idiom dictates, “The Message IS the Medium” and the Medium includes the specific person  (or thing) that is delivering that message.

I think Dos Equis could have done much more with the Interesting storyline if the goal was to transition away from the graying man who made the whole concept famous (Son of The Most Interesting Man in the World?) but you just can’t throw away a decade of personal, individual, experiences and expect people to blindly fall in love with a new & improved MAN just because you assumed we were getting tired of the old one.

Great run Dos Equis…I just wish you had spent a little more time on your succession planning. 

~ TK

Why Dos Equis Replaced ‘The Most Interesting Man in the World’ – RealClearLife http://www.realclearlife.com/2016/09/27/why-dos-equis-replaced-the-most-interesting-man-in-the-world/ (Share from CM Browser)

RIP Mr. Fendler – Here’s hoping your path to heaven is easier to follow.

Donn Fendler, Who Was Lost in Wilds of Maine as a Boy, Dies at 90 https://www.google.com/amp/mobile.nytimes.com/2016/10/12/us/donn-fendler-who-was-lost-in-wilds-of-maine-as-a-boy-dies-at-90.amp.html 

How to Create Great Content That People Will Love (and Share) | via Inc.com

I was pleasantly surprised to find that this “How To” article wasn’t full of fluff…but rather had some real, concrete ideas and real-world examples (written in plain English) that made it both fun and informative to read (and share). So I guess this guy knows what he’s talking about AND who he wants to talk to.

~TK

Jeff Haden is a ghostwriter, speaker, LinkedIn Influencer, and contributing editor to Inc. 

He says that the actual content you create is important…but not nearly as important as the reason why. Read his latest post here:

Source: How to Create Great Content People Will Love (and Share) | Inc.com

Check out the Monhegan – A BrightBuilt Home @ Village Run in Yarmouth, Maine.

Here’s a great example of how out-of-the-box designers and home builders are creating a plethora of more traditional looking, beautiful, healthy and low-energy homes for U.S. home buyers. As this trend continues to gain momentum, high-performing homes will be able to hide in plain sight in neighborhoods everywhere.

Quietly understated in the same way a Mercedes or BWM may seem to some, the real future of high performance home building lies in making these homes actually look less than what they truly are – self sufficient marvels of engineering, design and craftsmanship.

~TK

Village Run is located along Sligo Road and is within walking distance to downtown Yarmouth, Maine. It features 26 lots, 3 ponds, and direct access to local hiking trails. The neighborhood aims to create a sense of community, incorporating shared community spaces and a large, walkable esplanade throughout.

EVERY VILLAGE RUN HOME IS:

  • Energy efficient
  • Healthy
  • Conscientiously designed

THE MONHEGAN FEATURES: Open main floor plan Cottage style look and feel First floor master suite Download PDF Brochure

Source: Village Run Monhegan – Bright Built Home

You’ll never guess why ‘The Best SEO Strategy’ can still fail | repost from Vital Design

Another informative post by the SEO content and design folks at Vital Design in Portsmouth, NH.

From where I sit, here are a few of the key takeaways from the post:

  • SEO is a fluid, not static practice.
  • Effective SEO writing must be treated as both art and science.
  • Meta descriptions matter – to search bots and people too.

Lastly, content creators must always keep their customers in mind and create content that people will actually want to read. As I wrote about in a blog post earlier this year, many time-tested marketing fundamentals still apply when it comes to communicating online with customers and potential prospects.

If you’re not speaking the ‘right’ language that people (and search engines) are able and willing to engage with, you can have the best-est, most innovative product/solution ever invented…that no one will ever want to learn about.

Content creators would do well to develop what Ted Levitt calls The Marketing Imagination , otherwise they risk wasting too much time writing words that will never be read – let alone Liked, Shared or Tweeted   – increasingly, the currency and most important standard of measure for anyone born after 1984.

So it seems that just like love and oxygen, when you try to stuff too many SEO keywords into a page, you’ll get too high (to the point where the Google gods will penalize you because you appear desperate for visitors), still, install too few and your web presence will surely wither and die on the vine.

As with all things, finding balance is the only winning approach.

~ TK

Source: Why the Best SEO Strategy Can Fail | Vital Design – Chuck McMahon, Director of Communications at Vital Design.

View more blog posts written by Chuck here.

Should Creating a Strong Brand Architecture Trump SEO Best Practices? 

In a word, YES. Hugely, actually.

The first step in any SEO project should be to explain to the client that SEO will be the last step in the process.

Learn how – and why – you should (1) personify both Google and your own website and (2) consolidate different business segments, products or services online under a single umbrella. Then use SEO best practices to guide visitors to the specific landing page that best matches their needs at that moment.

~ TK

Check out Vital Design’s How Brand Architecture Can Lead to Better SEO and Search Engine Results

“…look at Google as you would a consumer….this is really how Google sees itself anyway. Google tries as best it can to support sites where it feels user experience will be the most informative and consistent across the board.”

Looking to improve search engine optimization (SEO) and search engine ranking for your company? Here’s what happens when you lack strong brand architecture.

Source: How Brand Architecture Can Make Better SEO & Search Engine Results | Vital Design

Millennials Gone Mild

This is interesting…and I think, actually pretty accurate.

It also may explain why I recently whitnessed a group of 20-somethings hovering around a coffee urn, chatting and sipping a cuppa Joe at the end of a wedding that featured an open bar ALL NIGHT LONG. Unlike the Boomers and fellow GenX’ers in attendance, when word of ‘last call’ was announced, these kids all flocked to the the dessert table to make sure they didn’t miss out on cake.

Perhaps having 1 million video/camera/phones able to record and immediately share your f-up is actually conditioning a generation to avoid other people, places and things that might otherwise encourage them to act out. In other words, they’d rather be connected and well-behaved then disconnected and wild. I only hope I’m in a safe location – and state of mind – when the pendulum swings back the other way in 20 years and we’re all living in The Purge.

~TK

 

As Millennials have come of age, young adult entertainment has softened—a trend with profound generational undercurrents.

Source: Millennials Gone Mild

File away under: Things To Show Climate Denying Relatives on Thanksgiving.

Source: When someone tells you, “The climate is always changing,” show them this cartoon | Grist

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