THE HERO I N S I DE R
www. yol of sky l aw. com (305) 702-8250 AUGUST 2018
Anyone see where the summer went? Summer camp, vacations, and teenagers waking up around the crack of noon — all passed in the blink of an eye. Transitioning from long summer days to the craziness of back-to- school has many parents overwhelmed (us included — sort of ). The start of school is an exciting time, so let’s kick this school year off right! We’ve had quite a bit of fun this summer planning for the second half of the year. Together with several of my classmates in Leadership Fort Lauderdale, we will be educating our community on the importance of estate and business planning. Making people heroes to their family and their business will be happening across South Florida sooner than we think. If you’d like a presentation at your office, please reach out to Veronica. This month we are featuring an article on safe cruising during hurricane season. Speaking of which, big thanks to Jennifer White of Expedia Cruise Ship Centers, who
CONTENT IS KING How to Find Unique and Engaging Material for Your Marketing
Let’s face it: Marketing has hit a wall. Everyone is looking for the next unique way to engage the broadest demographic possible, but they just can’t break through. Do you want to know why? Go to the websites of startups, mid-sized businesses, and massive conglomerates. What do you see? They all have the same aesthetic, the same content, and the same tone — each packaged just differently enough to make them look unique. Audiences want new content faster than marketers can provide it. Just as social media embraces trends, businesses market to consumers. Once a company strikes a chord that resonates with the masses, everyone jumps on the bandwagon until the marketing strategy is wildly overused and therefore ineffective. Rather than businesses dictating how they market to consumers, the pendulum has swung so that marketing strategies are in the hands of the consumer. The quick progression of technology in recent years could be a cause of this shift of power, but the reason matters less than the result. Businesses are left to either try to create the next big marketing trend or ride an existing one until it’s out of gas. But it doesn’t have to be this way. Every business is sitting on a gold mine of content-driven marketing; they just haven’t tapped into it. The biggest resource for a company to market is its leader. One strategy that has gained a significant amount of traction in recent years is the personal branding of companies’ leaders. But just as other marketing has become standardized and generic, so has personal branding. Owners and CEOs have become robotic in what they say and how they act. It’s as if they’ve all gone through the same media coaching.
has helped our family navigate cruising, and for her referrals! She’ll help you too!
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