Category: advertising

Why our football team rebranded the water boy this season.

There is a boy on the 7th-grade football team I coach named Josh. He’s a good athlete. He can run the ball well, he’s a strong receiver, and he’s a great defender. He plays both running back and linebacker. And he is one of the most energetic and enthusiastic kids on the team. And I have a special affinity for energetic and enthusiastic types.

While Josh has a broad range of valuable football-related skills, one thing he doesn’t do very well is ride a bike. And unfortunately at the beginning of the season, Josh fell off his bike and broke his arm. Boo. He has been in a light blue cast, that extends to his upper arm since the second week of the season. I expect he inherited this biking inability from his father, Mike, whom I have known since we were athletes at the University of Wisconsin.

Despite the broken wing, Josh and his positive attitude come to practice every day. He helps the coaches run drills. He plays practice quarterback and hands off the ball for running back drills with his good arm. He cheers. He encourages. He laughs at my jokes. He has all the valuable intangibles.

On Saturdays during our games, Josh is in charge of the water. On most teams, this role is called the waterboy. But I never liked that term. It has always felt diminutive, even before Adam Sandler and Fonzy’s hilarious hit movie Waterboy. (You can do it!)

The role of keeping our players hydrated during games is extremely important. And Josh approaches the role with such enthusiasm that I felt we needed to rename the position.

So on game days, we don’t call Josh the waterboy. We call him Aquaman.

The name is fun. It feels as important as the job really is. Just like the superhero Aquaman, Josh and his bottles of magic liquid have special powers that are used for good. Those bottles of water that Josh brings to his teammates on the field and on the sideline help the players in their moments of greatest need. In fact, there are many times during a game when the players need Aquaman more than they need the coaches. (Don’t tell Josh I said that, or he may get a big head and his bike helmet will no longer fit. And he needs that helmet.)

Key Takeaway

Names matter. They affect the way you think. They affect the way you feel. If you want more out of a role, consider the title you use for it. If you want people to love your product, service, process or place, carefully consider the name you give it. Perception is reality. And a more attractive name creates a more attractive brand. And better brands get better results.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

The greatest power a team offers is making you feel like an insider.

The great thing about being on a team is that you are different than everyone else. It’s not about the number of eyes, arms, or heads you have. Although that would be pretty cool. The differences are on the inside.

There are different rules that apply to team members than the general population. Your values are different. Your commitments are different. Your language is different. Your culture is different.

When you are on a team your standards and expectations are higher than those of the rest of the population. You expect more of each other. You accept less or no deviation from the standards set. And hopefully none of the other types of deviants either.

The best way to become great at anything is to join a great team. Because a great team demands a level of commitment, hard work, dedication, and technique that are greater than those outside the team. Plus there are secret handshakes. And who doesn’t like a good secret handshake? (Probably handshake deviants.)

A great team has a distinct insider vs. outside dynamic. The insiders really feel different than the rest of the world. And if you don’t live up to their behaviors and expectations, you are an outsider. It is the contrast between what ‘we do’ and what ‘they do’ that makes being part of a team special.

One of the best things you can do to create a great team is to create a clear set of expectations and behaviors. Declare Our team does this. Our team does not do that. The Does/Does Not List marks the fence that surrounds your team and defines who is let in and who needs to get out.

Key Takeaway

A team offers a great sense of belonging, unity, and purpose. Because the expectations of team members are higher than those not on the team. Circle up your team. Choose members carefully. Create a culture that encourages all to strive for higher standards. Weed out members who don’t fit or won’t commit to your behavioral standards. That’s how you create a great team.

*If you know someone who could benefit from this message, please share it with them.

+For more on building a great team culture check out my book The Culture Turnaround I wrote with Jeff Hilimire. For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Here’s who really has my daughter excited about a $200,000 purchase decision.

My daughter Ava is about to start her senior year of high school. So this spring and summer we have toured college campuses like Goldilocks, trying to find one that is just right.

Choosing your college can be as life-altering as deciding who to marry. And as expensive as buying a house. I am expecting our costs to be between $160,000 and $200,000 for 4 years. That’s assuming Ava isn’t inspired to get a fancy pants graduate degree, which could double the cost of college, without doubling the fun.

We have taken actual tours at 6 schools. And we have done window shopping tours at 6 others. All of the campuses we have visited are roughly the same size. They are all beautiful. And they all have strong national reputations. However, one of the schools stands above the rest on Ava’s list.

But what is really driving her strong brand preference on this purchase of a potential $200,000 education is interesting.

She is not attracted to her favorite school because of the university President. Or the Chancellor. Or the Provost. (Whatever that is.) She didn’t buy the school’s t-shirt because of the Dean or because of a world-renowned professor. It’s not even the athletic director, football, basketball or track & field coach, or the politically inert mascot that excites her about this particular school.

Then Who Was It?

Ava has a strong brand preference for a specific university despite the fact that she has only met 3 people at the school.

The first is the person from the recruitment office that gave the welcome presentation. She was phenomenal. She sold me too. I wanted my daughter to go to this school to turn out like her. And I’m considering enrolling at the school myself if I find an extra quarter of a million dollars in my couch cushions.

The other 2 people that had a major impact on Ava’s brand preference were the 2 students who led her campus tour. The 2 guys, Drew and Drew (seriously), were fun and funny and friendly, and knowledgable. They ran a great 2-hour walking tour. Not only did they show us around, but they also showed us what the students on campus are like. And they were excellent ambassadors for the institution.

Who Are Your Real Brand Ambassadors?

If 2 students and the assistant director of admissions were the people who made Ava (and her parents) love one college more than the others, it begs the question, who are the real brand ambassadors in your organization?

  • Who are the people in your business that really attract or repel customers?
  • Who are the people in your association that make others want to join?
  • Who are the members of your team that really recruit great new teammates?
  • Who attracts new residents to your community?
  • Who draws attendees to your event?
  • Who put the ram in the rama lama ding dong?

Sometimes it is a strong leader that sells an organization. But it is often a store associate, a customer service rep, a receptionist, a call center employee, or the greeter at church that makes the most important impression.

The Happy Factor.

A happy team member attracts more great teammates. The smiling face draws people to an organization, regardless of wear that face falls in the pecking order.

Pay attention to your public-facing roles. They are your magnets, your money makers, and your brand builders. They will directly impact more purchase decisions than your top dog.

But if you are the top dog, recognize that the tone you set, the expectations you bring, the system you install and the processes you preside over influence the type of people you have on the front line, their happiness, and the impressions they make on others. Your job is important. But it is most important because of its impact on the way the front line represents your brand to your most important audience.

Key Takeaway

Know who your most important brand ambassadors are. Recruit for those positions well. Train them well. Empower them to do their jobs well. And treat them right. They are the lifeblood of your business development program.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

How many times do you need to succeed to know your approach works?

When I started my career as an advertising copywriter I learned about the power of a campaign. While it is relatively easy to come up with a single idea to promote your client’s offerings, it is much more difficult to come up with a campaign.

To determine if an idea was campaignable, you had to come up with at least 3 executions based on the same conceptual idea that would allow you to broadly extend the advertising message. Think of the Got Milk? campaign, Allstate’s Mayhem campaign, or the way KFC recently reintroduced Colonel Sanders without the use of CGI, AI, or a mortician.

The campaignability of an idea is the difference between having a one-hit wonder, like Chumbawamba, and having something bigger and more useful, like Taylor Swift’s 44-song Eras Tour. (It’s funny that the Tubthumpers, who admitted to getting knocked down but claimed to get right back up again, only had one hit. Maybe it was the Whiskey drink, or the Vodka drink, or the Lager drink, or the Cider drink that did them in.)

The Rule of 3s

The campaignability rule of 3s is a great rule to apply to other areas of life as well. Because until you have had success in a specific area 3 different times you don’t have proof that you have a repeatable process for success.

For example:

Investors don’t know if they have a valid investment strategy until they have applied it successfully 3 times and gained the targeted rate of return on their money invested.

A coach doesn’t know whether their system truly works until they have had 3 teams or 3 athletes achieve great success following their process.

An artist doesn’t know how to create commercially viable or critically acclaimed art until they do it at least 3 times, without their parents buying their work.

A blogger can’t claim to have proof for their theory of 3s unless they can provide 3 examples, like the 3 I’ve listed above.

What Success 3 Times Means

Once you have had success with an undertaking 3 times, you have proven that you have a repeatable process. Once you have proof that your way works, your opinion carries more weight. You become a credible authority on that subject. In discussions and debates, your perspective has more value because it has been validated by your track record of success.

Investing

As an investor, I have had success buying stock in great companies in industries that have run into bad times. My first success was buying banking stocks during the housing crisis of 2008. I repeated that success with oil stocks in 2020. Then cruise line stocks in 2021. All of these have proven to be great investments. Which provides me with a validated approach that I could share with you.

Coaching

As a track coach all 3 of the girls who I have coached for 3 years have improved their discus throws by at least 45 feet. So I am confident in telling any young athlete I work with that wherever they start out, we will be able to improve at least 45 feet if they follow my system.

Advertising

In advertising, the approach that my team uses for developing brands has proven effective and helped drive business for our clients over and over and over again. So we are confident that our process can be applied to virtually any brand to help drive growth through marketing.

Key Takeaway

If you can achieve success in an area 3 times you have a proven process. Your experience is valuable and transferrable. Remember that you should only take qualified advice from someone who has successfully implemented the advice they are sharing with you at least 3 times. This indicates credibility and a high probability of future success. Anyone can get lucky once. But luck is not a safe bet.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

3 ways to make it easy for opportunities and people to find you.

Great opportunities are created through your interactions with other people. This means that your engagement with other humans is core to your experience on the planet, and presumably on the international space station.

However, before you can develop new friends, partners, collaborators, employers, employees or supporters you need to be discoverable. Like a Bluetooth device. And the easier you are to be found the easier it is for opportunities to find you.

The best way to be found is to do the opposite of what you would do if you were on the FBI’s Most Wanted List. Or Sasquatch. Or Olivia Newton John’s ex-husband. Because to be discovered by others, you must do things that raise your profile so that you ping on other people’s radars.

You can be discovered in a few simple ways.

  1. Show up. Be visible in the real world. Go to events. Be seen in public. Meeting people for meals or beverages isn’t just about showing up for the person you are meeting with. It is also about raising your visibility to everyone else at those establishments. This creates both a higher level of awareness and chance encounters. It increases your level of familiarity with others. That is where real relationships start. It’s also why the Loch Ness Monster never gets invited to birthday parties.

2. Share messages. Create and share your messages with the world. Make them easy to find. This includes blog posts, columns, letters to the editor, news releases, message board posts, podcasts, and video content. You can share social posts on any and all social media. Comments in those same places too. This makes it easier for people to see your name, your ideas and your personality. By sharing your messages you are reaching many people at the same time. This could be dozens, hundreds, thousands, or even millions of people simultaneously. Which is much easier and more scaleable than sharing your message one-on-one, like Hall and Oates.

3. Talk Value. This happens when you do something good, interesting, surprising, or noteworthy, and others start to talk about you when you are not around. This means that others are amplifying your message for you. When others share messages about you, recommend you, promote you, wonder about you, ask about you, or admire you aloud, your message spreads far beyond your ability to share on your own. This is how people like the Kardashians, Mother Teresa, and Santa got famous.

Key Takeaway

Great things happen as a result of awareness. Make sure you are being seen, heard, and talked about for the good things you do. That’s how great people and great opportunities discover you.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

For once, I’m not the one writing about me.

I have fun news to share! The latest edition of The Milwaukee Business Journal features a fun executive profile of me! (I’ve now learned that means they write a story about you, not that they run a picture of the side of your face.)

The great article, written by Rich Kirchen, covers a lot of ground, from The Weaponry to my writing and speaking, to track and football coaching, to my energy level and positivity. Rich actually asked me during the interview, ‘Where does your energy come from?’

Thank you to clients Chris Dawson and Anne Norman for saying such great things about me in the article. You made me feel like Sally Field winning an OSCAR. #YouLikeMeYouReallyReallyLikeMe

Here’s the article to see what Rich, Chris and Anne had to say.

A couple of notes on the article:

  1. The original version had The Weaponry’s solar energy client Sunrun listed as Sunburn. (That was a hilarious autocorrect issue. Sunburn is not a good name for a solar company)
  2. The article says that I disliked working for a company owned by a private equity firm in the past. That is not true. I thought Halyard Capital was great. I just said that is not what I want right now.

Have a great day!

-AA

Before people will pay you money they need to know you exist.

Radar was first invented in the early 1900s. Depending on how you look at it, radar was either invented by German Christian Hülsmeyer, British Robert Watson-Watt, or American Radar O’Reilly.

Radar is a very useful technology in war and navigation. It alerts you that someone or something is within a determined radius of you. It makes you aware of things you weren’t aware of before. Including things that you can’t see with your naked eye. Or any other naked parts for that matter.

This concept is very useful to humans in other arenas too.

If you have a business that needs to develop new customers, having potential customers on your radar is important. But it’s critical for your business to be on your potential customer’s radar. Because, in the words of NSYNC, if you are not on their radar they can’t buy, buy, buy from you.

That is why marketing exists. You first need to ping on your customer’s radar before you can make a sale. Because if they are looking for products, services or experiences that you offer, but they don’t notice you, you both lose out. (Insert Game Show losing sound effect here.)

To be found, you have to send regular signals. That signal that you are sending should be loud and detectable by your most important audience. You do this both through placement (being where others can find you) and promotion (through messages you share with the world).

Once your products or your messages are discoverable, you will begin to ping on your most important customers’ radars. That is the goal. That’s where it all starts.

Key Takeaway

Great things happen as a result of awareness. Make sure you are taking steps to be discovered. Show up. Send messages. That’s how you get noticed. And once you are noticed, the possibilities are endless.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

How a strong brand voice helps you stand out from the crowd.

I love the song We Are The World. It was one of the biggest hits of my early childhood. It is up there with other timeless classics like Karma Chameleon, Rhinestone Cowboy, and Pac-Man Fever.

We Are The World, was written by Lionel Richie and Michael Jackson, and produced by Quincy (Don’t-Call-Me-Adams) Jones. The song features 50 of the biggest musical acts of the 1980s, plus Dan Akroyd.

The iconic song was recorded after the 1985 American Music Awards show and was released by the supergroup USA for Africa. It is catchy, beautiful and poignant. It tells listeners that it’s time to help aid the people of Africa who were suffering from devastating food shortages because of famine. I’m guessing it’s one of the most uplifting songs about starving ever recorded.

Listening Now

When I hear the song today, the thing that stands out is that I can instantly recognize each of the singers’ voices. Despite the fact that there are 21 soloists in the song. And each of them only sings a line or two. So why is it that nearly 40 years after the song was released I can still identify each voice?

Different is Better Than Better

Because each singer’s voice is unique. They all sound distinctly different. When you listen to the song you realize that one reason these singers became popular is that they have their own unique sound. Which makes them special and easily identifiable, even when they aren’t wearing their signature glove.

Developing Your Voice

If you have a business or work in marketing or advertising, you have to think about developing your unique brand voice. It is how you get recognized and remembered. It is how the Search & Rescue team spots you in the Sea of Sameness. You need to position your brand as different from everyone else. Unless you are a counterfeit brand. If that’s the case you should study every move your model brand makes. And every breath that your model brand takes. I’ll be watching you.

Study To Stand Out

Know what others in your category do and say. But then either do or say different things, or do and say the same things differently. And say, say, say what you want. That’s how you stand out. Like Paul McCartney and MJ.

Your Personal Brand

If you have a personal brand, and we all do, think about developing and nurturing your own unique style. This could be your own unique way of talking, walking, acting, or dressing. You can distinguish yourself with all of those things or anything else that feels unique and interesting to you.

Through my blog posts and books, I have developed my own writing style. Which is typically laced with pop culture references and random things I think are funny. Like the bones in my elbows.

My personal goal is to help everyone who reads my writings learn a little, laugh a little and lift a little. (Lift as in spirits, not dumbells.) I believe this is why I receive so many requests for speaking engagements. (But it could just be that other speakers are unavailable.)

Through the advertising and ideas agency, The Weaponry, I help brands create their own unique voice every day. I highly encourage you to find your way of standing apart from the crowd. Positive differentiation will ensure that more great opportunities find you simply because you own a distinct space in the minds of the opportunity holders. And that is a valuable place to be.

Key Takeaway

Discover and develop your unique brand voice. This is true whether you have a business brand to nurture or a personal brand to perfect. Stand apart from the crowd to get noticed. And people will be much more likely to recruit you to be part of their supergroup.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.

Why it’s important to let people know how great you really are.

There is no shortage of great people, products, or services. But far too few of those great offerings are known by those who could really use them. In many cases, growing your business isn’t about creating a stronger offering. It is about publicizing the great offering that already exists. So as Billy Joel said, tell her about it. And to be non-gender biased, tell him about it too.

Advertising!

Make sure that your greatness doesn’t go unnoticed. That is why advertising and marketing are so important. And why this post is advertising the importance of advertising. Which is totally meta. But not like Zuckerberg.

Send Your Invitations

Creating an excellent product, service, or experience but not marketing it, is like throwing a party and not sending out invitations. No one will ever know they were missing out on a good time. No one will come down with a bad case of FoMo. And worst of all, you won’t make any money. But it’s your party and you can cry if you want to.

Promote Yourself

The same holds true for people. If you are great at what you do and no one knows about you or your skills, your talents are wasted. You have to promote yourself, your abilities and your potential. In a challenging economic environment, this is even more important.

If you are a new graduate or soon-to-be new graduate you MUST promote yourself. Or you will end up in a job that you didn’t need your education to perform. All while living in a van down by the river.

The Weaponry

Nearly 7 years ago I launched the advertising and ideas agency The Weaponry to help brands promote their great products and services. The advertising we do every day makes our clients money. Which is why The Weaponry grew by 50% in 2022. But if I hadn’t told you about our year-over-year growth you wouldn’t have known we were really good at what we do. And if I hadn’t told you that we are an advertising and ideas agency you might have thought we sold catapults. Although metaphorically, you would have been correct.

Key Takeaway

You have to tell people about your great stuff. It’s not bragging. It’s necessary. It is often the missing link between failure and success. Or success and wild success. So share your own story. Talk about all of the stuff you are good at. And you will naturally write your own happy ending. That is the power of marketing.

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my books, What Does Your Fortune Cookie Say?  and The Culture Turnaround, from Ripples Media.

How I found work I love and love it more each day.

I love my work. I always have. When I was in college I drew out a chart that listed things I was good at and things that I thought I could get paid to do. My career treasure map pointed me towards becoming a creative person at an advertising agency. I had no idea what those people were really called. Turns out they are basically called creative people at advertising agencies.

I started my career as a young copywriter. I loved that I got paid to be creative. I loved writing. I loved making something out of nothing. I loved seeing my work on tv, on billboards, and in magazines. Perhaps most of all, I loved the dress code. You definitely had to wear clothes. But what kind and how much was totally up to you.

As my carer advanced I loved my work even more. I loved directing creative teams. I loved the strategic thinking and problem-solving that fed the process and drove client success. I loved traveling to amazing locations and developing deep new friendships with clients. I found they deepened quickly when you face life-threatening conditions together in a blizzard at 10,000 feet with no matches and no way to call for help. #BadSituationGoodStory

I loved pitching new business. I loved putting on a show and sharing my love for smart ideas that help develop brands and grow businesses. And I loved hearing, “Adam’s got a lot of energy!’

When I became a Chief Creative Officer I loved leading a creative team across multiple offices. I loved the opportunity to help create culture and processes and Weness. I loved digging into how the entire business worked and influencing major decisions and initiatives. #MoreCowbell

Then, when I became an entrepreneur I loved creating The Weaponry, an advertising and ideas agency. It has been the most exciting chapter of my career. I got to bring everything I had learned over the first 19 years of my career together, and create a new team without baggage or historical limitation. I loved creating The Weaponry brand and assembling a team of Weapons that clients love. I didn’t love the name The Weaponry while trying to enter India at 2 am and appearing to be a threat to their national security. #BadSituationGoodStory

I loved writing my first book, What Does Your Fortune Cookie Say? I loved the entire process and all that I learned. I have loved talking about the book and the lessons in it that have been so valuable to me. And I love signing copies for people with personal messages the way I used to sign high school yearbooks. Only with less, ‘Science class with you was hilarious!’

However, my absolute favorite day of my career came in the first week of June 2000. I got on the elevator at work that day and saw a beautiful woman on the right side of the packed elevator. When she smiled at me my whole life changed. Birds sang. Fireworks fired. And I forgot what floor I was going to. That new coworker, Dawn, and I began dating 6 weeks later. One week after that we told each other we were in love and started talking about marriage. Then came Ava, Johann and Magnus in a baby carriage.

Dawn and I have now been married for 20 amazing years. She inspires me to work hard. She has been my biggest cheerleader. (Measured in cheer, not in pounds.) And when I brought up the idea of launching The Weaponry she was fully supportive. Despite the fact that she had the most to lose. She could tell how much I love this stuff. And when you love your work this much, the work loves you back.

Key Takeaway

Find work you love. Find a place you love to do that work. Surround yourself with people you love and who love you. It’s a recipe for a life you’ll love. Happy Valentines Day!

*If you know someone who could benefit from this message, please share it with them.

+For more of the best life lessons I have learned check out my book, What Does Your Fortune Cookie Say? from Ripples Media.