actionable marketing guide

Dear ,

As we celebrate Dr. Martin Luther King Jr.’s birthday, I want to take this opportunity to say I’m proud to be American.

While racism and discrimination against people of varying colors, religions, sexual orientation, countries of origin, and beliefs persist, this country of mine continues to make progress towards the belief that all of us are created equal.

Dr. King’s dream still remains vibrant today, over 50 years later. He inspires us to be our best and to push forward regardless our background or challenges we face.

With each step forward, we are reminded of the past. There are those ready to pull us back with their prejudices. Despite their hate and related crimes, we must continue to stand strong.

As Dr. King preached in 1963, “I say to you today, my friends, though, even though we face the difficulties of today and tomorrow, I still have a dream. It is a dream deeply rooted in the American dream.” In Simon Sineck’s view, Dr. King’s message answered the “why” allowing it to take flight. (Note: Your content must do this to succeed.)

Last Tuesday, I listened to President Barack Obama’s farewell address in Chicago. His words inspired me. Like Michelle Robinson Obama, I lived on the south side of Chicago as a young woman.

Unlike the President who had a handkerchief ready to wipe away a telltale tear, my tears kept tumbling down my face. I said to my husband, I don’t believe I’ll ever see as great an American president again in my lifetime.

As marketers, we should take a page from Obama’s playbook.

Over the last 8 years, Obama was a moral rock for us to hold onto. Founded on the core values of the United States of America, his strongly held beliefs guided us forward. We’ve gone far beyond what could have been expected back 2008.

Obama lifted us up on his strong shoulders and carried us through the challenges facing our country,

Like Obama you must go high when your competitors go low. You can’t hope to win by just screaming louder or longer than they do.

You have to be better. Answer the why for your audience. Provide value and contribute to your community.

These can’t be empty words you distribute across the media landscape. They must guide your work force to be the best company you can be.

As you set out to build your marketing to achieve your 2017 objectives, go beyond the “what” and “how” of your company’s products and services. Appeal to your customers’ deeply held beliefs. Answer their why!

Don’t question whether it’ll work. Dr. King left a path for you. All you have to do is dream big.

Be inclusive and let your community grow.

Even more important today, be positive.

What will you do as a marketer to be inclusive?

What’s your dream?

Are your customers, employees and promoters clear about what it is?

If not, refine your dream's why.

Happy Marketing
Heidi.

Heidi Cohen
Actionable Marketing Guide

What Social Media Is Media Means For Your 2017 Marketing

They Ask, You Answer – Book Interview

For those of you like me who need a longer runway to get your 2017 marketing plans aloft, I strongly suggest that you follow these 2 blogs for improving your writing skills: Copyblogger’s Sonia Simone and Spin Sucks’s Gini Dietrich (Note: Gini’s blog is a full month of emailings).

Three Priorities for Advancing the Marketing Function

Compare 2017 Priorities with Your B2B Marketing Peers.

The long list of activities B2B Marketers are managing can be daunting, and many are unsure where to place their bets. Find out the top three things your peers are prioritizing by downloading Three Priorities for Advancing the B2B Marketing Function.

• Heidi Cohen was cited in Curata’s Mega List of Ebooks. What’s worth noting is that Cohen took a different spin on ebook. Take Away: Write something worth reading and promoting.
  
  
• Heidi Cohen was cited on the Marketo blog for the definition of brand.  My biggest learning from the piece: How many of my friends and colleagues saw it on LinkedIn. Lesson: Don’t underestimate who’s watching you on social media.
  
  
• Roger Parker cited this Actionable Marketing Guide newsletter in his Content Marketing Institute piece: 7 Changes Forward-Thinking Marketers Need to Consider in 2017. Lesson:  Examine trends you see in the wild.

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