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And that’s exactly why I blog every single day…

Blogging is a long-term game. 

You’re not going instantly viral. You’re not shooting for the home run post.

But every post builds your reputation. Every post drives you hired in the search engines. Week after week, more people know about you and what you do.

And then, out of the blue … you get the big win.

My friend Scott — the Nametag Guy — hit it big:

The Today Show was doing a segment about wearing nametags, googled the word “nametag,” found me at the top of the page one, and then did a story on my business:


And THAT’S exactly I blog every single day :)

Toying with emotions will backfire

Yesterday’s post about a viral video from KLM turns out to be a marketing stunt. It may backfire on them.  

On the other hand, many TV commercials are fake stories. 

How do you know when you’re risking upsetting people?

  • When you toy with their emotions. If people know it’s fiction — all good.
  • If people were tricked into feeling emotions — and later find out they were duped — they get mad.
  • If they shared the content with their friends — and later find out they were duped — and then get embarrassed — they get really mad.

Be careful. When in doubt, make sure people know that your marketing is really marketing.

Cute puppy + Genius word of mouth marketing from KLM

Do you want genuine, meaningful word of mouth?  Do something worth talking about.


P.S. It’s not a viral video that matters. It’s a video of something that matters that goes viral.

Never underestimate the cost of negative word of mouth

Angry, frustrated customers talk. A lot.

Pete Blackshaw’s book title said it well: Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000.

Too often, otherwise well-meaning organizations forget how expensive negative word of mouth is. Corners get cut, standards get lowered, and quality slips. And as soon as customers notice and start talking, it takes 10 times the effort and resources to turn it around than it would to just do it right the first time.

How a word of mouth marketer does it:

One of Zappos’ core missions is to deliver “WOW” through service. They’re able to do it because they have an amazing staff — and they understand the cost of negative word of mouth.

At the end of their intense training program, Zappos offers new trainees a $2,000 bonus to quit. It seems like a lot, until you consider how expensive poor customer experiences are for Zappos — a brand built on creating love and happiness.

It’s a fantastic final test. The people who are there to deliver wow experiences stay, and the ones who were going to cost Zappos 10 times that in poor customer service move on.

We need an Operations Director in Austin

My company, GasPedal, and its brands, and, are growing fast. And we’re looking for talented, passionate people to join our team in Austin and Chicago.

We’re hiring an Operations Director at It’s a fantastic place to work: interesting work, a meaningful mission, and positive culture.

I’d be grateful if you could share the opening with any superstars you know who might be looking for a fulfilling job. Details here.

About the job: is looking for an experienced Operations Director to lead general business operations, manage the Operations Team, and take responsibility for the hundreds of little things that keep a fast-moving company running. You’re a doer, builder, and teacher who wants to help everyone at our company work their best by removing obstacles, building systems, and keeping us at peak performance. You’re the proven office linchpin and leader who everyone can count on to keep an organization running smoothly. You know what it takes to run a great back office — and you’ve seen it all before. You define your success as helping other people win.

Here’s what we’re looking for:

  • Business Operations Generalist who knows a little bit about all the things that keep a company moving.
  • Great Team Manager who motivates and manages our impressive, positive-attitude, service-driven team.
  • Traffic Manager who coordinates the workflow and removes roadblocks around changing needs and priorities.
  • Responsible Leader who delivers results and takes ownership of it until it’s done.

Newsletter #1010: The “Booze” Issue

[Welcome back to the Damn, I Wish I'd Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.] The alcohol industry is a crowded one. You’re fighting for shelf space where people judge you by your label, it’s highly […]

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Older customers are better than newer customers

Everyone knows you make more money selling more to existing customers than you do from new customers.  But most promotions are focused on special deals for new customers. That’s expensive — and it often pisses off loyal customers who feel screwed. When’s the last time you improved things for existing customers? Here’s a fantastic example […]

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Natanya Anderson, Director of Social Media and Digital Marketing at Whole Foods Market

This is a post from my company,’s blog. Check it out for more profiles and stories about the people running social at really big brands. We sat down with Whole Foods Market Director of Social Media Natanya Anderson for this member profile. We’re glad to have smart, generous members like Natanya, who has presented […]

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The best possible org chart

We’re big fans if the Inverted Org Chart. Most companies show the CEO standing on top of management, who stand on the backs of the staff. Wrong message. The purpose of a company is NOT to support the executives. Our org chart looks like this: We all support our customers.  All staff supports the front-line […]

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