The Genuine ScLoHo aka Scott Howard

Marketing Questions from Seth

January 19, 2015 Marketing and Advertising Insights ScLoHo's Collective Wisdom 0

ScLoHo’s Collective Wisdom was a blog site that I curated for several years until I launched this website in 2011. The concept was simple.  It was a collection of marketing and media wisdom written by others and republished on my blog.


More about that in a second.

But here’s a sample from Seth Godin that he wrote recently:

Question checklist for reviewing your new marketing materials…

For that new video, or that new brochure, or anything you create that you’re hoping will change minds (and spread):

What’s it for?
When it works, will we be able to tell? What’s it supposed to do?

Who is it for?
What specific group or tribe or worldview is this designed to resonate with?

What does this remind you of?
Who has used this vernacular before? Is it as well done as the previous one was?

What’s the call to action?
Is there a moment when you are clearly asking people to do something?

There’s more:

Show this to ten strangers. Don’t say anything. What do they ask you?
Now, ask them what the material is asking them to do.

What is the urgency?
Why now?

Your job is not to answer every question, your job is not to close the sale. The purpose of this work is to amplify interest, generate interaction and spread your idea to the people who need to hear it, at the same time that you build trust.

You will rarely achieve this with one fell swoop, so be prepared to drip your way through countless swoops until you’ve earned the privilege of engaging with the audience you seek.

My turn again. As we explore the world of marketing, advertising, media and sales, you will do yourself a favor by not reinventing the wheel.  Instead, learn from others along with your own experiences.  Take the bits and pieces of wisdom from others and see how they apply to your world.


Scott Howard aka ScLoHo has 25+ years of experience in marketing , advertising, media and works directly in the radio and digital world from Fort Wayne, Indiana.  Contact him at or 260.255.4357.


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