Twirling Tiger Tales

A blog with tips on how to create
fierce content marketing, at work or at play.

We’re now weeks away from the official start of summer here in the northern hemisphere. In theory, we should slow down and spend more time outdoors enjoying our natural surroundings. Everything is supposed to be lighter during summer months—the days, clothing, meals and ambitions. As such, our consumption of media often takes a hiatus from heavy material, too. That’s why this month I’m recommending content that left me smiling (and one bonus that didn’t but...

Where Will This Summer Lead You?

Which content marketing resources by B2Bs selling pricey technology solutions should be available to customers on demand? First, marketers must realize that their target decision-makers still span three generations (Millennials, Gen Xers and Baby Boomers)—dominators of the U.S. labor force. Second, marketers must understand buyers’ unique decision-making process based on their generation. MarketingSherpa reports that Arketi Group recently surveyed managers and executives from telecommunications, technology, education, finance, healthcare, manufacturing, government and business services industries. The...

Selling Tech: Understanding Each Generation’s Decision Process

I will never donate to certain charities. It’s not that I don’t support their missions; it’s because they keep asking my dead parents for money. After numerous attempts to halt the haunting mail through the U.S. postal service, email and phone requests, the solicitations keep coming— now to my home address 1,500 miles away from where my parents once lived. I don’t ever want my survivors to experience the same emotional pain from such persistence....

List Management in the GDPR Era

It may be difficult for someone from the Baby Boomer generation to understand the resistance from a Millennial when asked to work in an office setting from 8 a.m. to the wee hours of the night to meet a deadline. Or, it may be awkward for a Millennial to receive a phone call from a client or coworker, in favor of a text or email. Three generations dominated the U.S. labor force in 2017—Millennials, Gen...

In the Mix: Baby Boomers, Gen X, Millennials, Gen Z … and Robots and AI

Many years ago, I served on focus groups evaluating everything from knee braces and showerheads to ice cream and pasta sauce. It was clear during introductions that we each represented a different consumer. No surprise, we produced a wide range of responses. Sometimes the room remained divided; other instances, a consensus formed as we collectively considered all factors. I thought of those sessions when reading about the latest PR debacle at Google. The search giant...

Who’s Providing Feedback on Your Content Marketing?

March 2019

Wordplay

We’re all about the words (and images) at Twirling Tiger Media … and work-life balance. Take a five-minute break during your workday and read my latest recommendations for what to listen to and watch for pleasure. I cover how we arrived at “OK,” fancy-schmancy words that are rip-roaring funny, and how to have artists and academics read a great American novel to you. LISTEN Beantown,* the origin of popular affirmation OMG, you’re not going to...

Wordplay

In 1905, an 11-year-old Frank Epperson mixed a soft drink powder with water and then accidentally left the sugary liquid and stirring stick outside on his family’s San Francisco porch overnight. The youngster woke the next morning to discover an ice pop, which some years later became the frozen treat now trademarked Popsicle. (So named by Epperson’s children, who called him “Pop,” after rejecting his first eponymous suggestion: the Eppsicle.) It’s a lovely origin story....

What’s Your Story: Tips for Creating Origin Stories

Whether you are interacting in a sales capacity with a prospect for the first time, or pitching a complex proposal to an existing client, you are the face of your organization and should always adhere to best sales practices.  In order to authentically solve your customer’s problems with your company’s solutions, it’s best to align yourself with your company’s values and mission to effectively promote products and services to your end users. If your marketers...

The Impact of Sales Approaches

In recent weeks, I’ve read and watched tales of two very different entrepreneurs who both led their companies to calamity. They marketed a product or event well before it was ready in order to gain publicity and investors. In both instances, a contractor (among many others) hired to do marketing eventually challenged the CEOs to prove they could do as advertised or pull back on claims. This is perhaps one of the prickly parts of being...

Marketers vs. Makers: What Happens When They Don’t Play Well Together

The objective of the phrase “just do it” can be transformed in many different ways depending upon the accompanying tone. It could be orally stated in a crushing indifferent manner, or it could be boldly stylized as seen in Nike’s signature 30-year-old “JUST DO IT” campaign that continues to inspire all fitness levels to embrace exercise (while donning Nike products). Conveying an appropriate tone of voice that is aligned with your brand (company or personal)...

Setting the (Right) Tone in Professional Communications