The Hiring Metric I Never Skip
Hiring a new employee often feels risky. Are they going to be the right fit for not just the role but also the company? Not to mention the plethora of experts who all try to persuade you to hire based on the criteria they think are the most critical....
Read Post
Build a Bridge of Understanding
Written by Becca Gray, a digital marketer at Bright Orange Thread. You might not realize it, but you’re standing on a cliff. You can see the client you’re talking to across the way, their toes curled over the other jagged edge of land. If you both ...
Read Post
Some Agencies Speak Fluent Avoidance
“So these numbers—are they good?” Pete is on the phone with his agency. He’s been staring at the same report for twenty minutes. “Things are heading in the right direction.” “What drove the increase?” “Well, it’s complicated.” ...
Read Post
You're Paying for Marketing You Can't Touch
“Great. Can you just add our company email to the ads account so we're copied on everything?” Silence. Pete waits. Listens to the quiet ruffling of papers on the other end. “Actually, that account is under our management center. But don't worry, we'l...
Read Post
Pretty Reports. No Growth.
I remember sitting across from a CEO who was frustrated but trying not to show it. “We’re doing a lot,” he said. “Blogs. Social. Ads. Email. Our agency says performance is up.” On paper, he was right. Traffic was up. Engagement looked healthy. Leads...
Read Post
Taste Test Before You Buy in Bulk
Pete bought a new house without seeing a single picture of it. At least, that’s what his recent business decision felt like. He signed a 1-year contract with a marketing company that used all the right words to promise results. Before pen touched ...
Read Post
Why Pete’s Office Went Silent (and What I Told Start Local About It)
Pete’s Team Has the Monday Blues After awkwardly dismissing the meeting, Pete slumped into his chair. There hadn’t been a snappy, cleverly written line in weeks; meetings felt like disabling a bomb, and the chatter of the office was down to a solemn...
Read Post
Stop Buying Marketing "Magic" and Start Buying a System
Pete is regretting locking into a 1-year contract. In his onboarding marketing meeting, his new advisor said “any leads are good leads.” His product isn’t for everyone, and he knows that. Why doesn’t his marketing company know that too?Pete is dealin...
Read Post
She Called It "Illogical Math." That's How We Knew.
Around a hundred cover letters cross my desk every year. Two years ago, the best ones were easy to pick out. They were thoughtful, specific, and clearly written by someone who had spent time with our work. The rest were all about the applicant—their ...
Read Post
Your Voice Matters, Because AI Doesn’t Have One
A CEO told me, “We used AI to finally come up with new messaging.” Cue the recycled, all too familiar statements: Your trusted partnerBest in the areaIndustry leader...
Read Post