“And I want life in every word to the extent that it’s absurd.” —The Postal Service
I tell stories. Most often for either entertainment and multi-unit retail brands (look, I’m almost a certified franchise executive!).
But not just for the sake of storytelling or to meet some industry buzzword quota. I tell stories to fill a void in people’s lives right when they need it…even if they didn’t know it was exactly what they were looking for.
To connect with people on a human level before even acknowledging the fact that they’re consumers is what drives me.
Because people have lots of choices when they’re buying. And choice is what it’s all about when it comes down to it. I want to earn customers’ respect before they make an impulse or strictly reactive buy. Because respect leads to loyalty and loyalty leads to the bottom line.
But I’m not kidding myself. I get that we live in a culture of consumerism—in the monetary sense, of course, but also in the form of content. Of entertainment. Education. Information. I’m interested in the types of consumption that truly enriches lives.
I’m a product of consumerism. Hell, of course I am; I’m a millennial. But as a millennial, more than anything, I don’t want to be sold to. None of us do. Unless we ask for it, that is, or really enjoy a good dog-and-pony show.
That’s why I specialize in inbound marketing. I give them the content, and they make the choice whether or not to participate. I like the challenge. Any response I get, I have to earn it. And in a sea of brands doing the same thing because that’s what the brand or person before them did, authenticity sets my clients apart.
But I’m a realist: The sacred, protected slates of social media are now being monetized, which means we now have to pay (advertise) for the respect we used to earn organically. But the approach hasn’t changed. Show me a client where product-centric messaging out-performed benefit-centric messaging, and I’ll Venmo you $5. Because no one’s really interested in buying your product (yes, even the teenagers awkwardly lurking around Abercrombie). They’re in it for the byproduct—shelter, comfort, food, status, progress. That’s what you’re selling.
of professional social media experience
Spanning multiple disciplines:
- Reputation Management
- Customer Service