By John Acquavita

I’ve written before how the former ABC TV series “MacGyver” is my favorite show of all time. You would think that a TV show that aired its last episode in 1992 wouldn’t have cultural relevance in today’s world, but you’d be wrong. Credit card commercials during the Super Bowl, a movie spoofing its lead character, and...

By Patrick McMullen

All B2B websites are built purposefully, likely to tout your products and services. They all also have a goal: to get you to do something. It might be to buy something, sign up for something, read a case study or white paper, contact you, or a little bit of all the above. The method to coax people toward these events is called a call to action.

Not too long ago, particularly in the...

By Jon Berry

Wait! Stop! Keep reading. It won’t take you long. I’ll even try to make it interesting.

Why? According to www.statisticbrain.com, the average attention span in 2015 is 8.25 seconds. That’s 0.75 seconds shorter than the average goldfish. It was 12 seconds in 2000.

If you’ve made it this far, you’ve lasted...

By Melissa Lorenz

I remember being a young engineer. It was 1996 (or maybe ‘97 or ’98 — time flies), and I was asked to speak at a fairly large event related to the chemical processing industry. It was a three-hour presentation on a technical topic in front of 300 people or so, the vast majority of whom were men in their late 40s and beyond.

By this point in my young career, I was used to the type of...

By Ryan Peverly

I like companies that don’t take social media seriously, but I love companies that don’t use it at all.

I get warm and fuzzy when I search for a business on Twitter and they have a profile that hasn’t tweeted since February 2013. I get waaaaaay warmer and fuzzier when I search for a business on Twitter and they don’t even have a profile.


That makes me ...

By Chris Eifert

And Drink a Toast to Branding and Great Ad Headlines

Ever see a headline that stops you right in your tracks? Not because it’s great but because there’s something not quite right about it? I came across a B2B ad with one this week — a headline that ignited a cross-functional debate within the agency. Without divulging the ad’s headline or brand, I’ll cite the great Duke...