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More Capable, Not More Dependent

In the last issue , I asked: Are you too dependent on AI?  Because I’m seeing people hand over their writing, marketing, and even personal decisions to ChatGPT or Claude. It’s like they’re unable to make a move without consulting an AI first. But I don’t bring it up to suggest you should stop using AI. In fact, some of the smartest creatives I know are using AI to do things they simply couldn’t do before. They’re using what my favorite AI author, Ethan Mollick, calls their “human advantages.” Here’s how he put it in a recent essay:  You are not trying to compete with AI in producing outputs, that is a losing game. Instead, you want to use your human advantages as the basis of working with AI to do things that neither of you could do alone. And I could not agree more.  He defines your four “human advantages” as deep knowledge, wide knowledge, taste, and agency. Read about them in his essay here . One client of mine, creative strategist and designer, Kate Purcell, is doing t...
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How to be a guest on podcasts with Alex Vita

It's the Fall of 2026 -- if you're a creative professional, do you still need a web site?  That's a question I get a lot lately -- so that's one of the issues I debated on Episode 560 of the Marketing Mentor Podcast , with my guest, Alex Vita of ForegroundWeb , a designer specializing in web sites for photographers.  Boy, did we cover a lot of ground in our conversation – from whether creative pros need a web site, to the state of the photography industry in 2026, to what I really wanted to talk about: how Alex gets himself on podcasts (and where podcast guesting fits into Alex’s marketing strategy.)  We even put his pitch email to me under a microscope so he could hear from the market, as it were. BTW, I don’t often respond to guest pitches for the Marketing Mentor Podcast. Not because I have anything against people pitching themselves – far from it. (And that would be weird for a marketer, right?)  It’s just that I have no trouble finding guests. So in essenc...
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What Is Online Reputation Management and Why Does It Matter?

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Online Reputation Management, or ORM, is your strategy for controlling how your brand appears online. It matters because consumers rely heavily on reviews before making decisions. To start, monitor what’s being said about your brand, respond quickly to any negative feedback , and actively engage with your customers. You should also generate positive content to enhance your image. Understanding these key elements will help you build trust and credibility, but what steps can you take to measure your success? Key Takeaways Online Reputation Management (ORM) actively monitors and shapes brand perception to address negative feedback and enhance credibility. 90% of consumers read online reviews, making ORM crucial for driving sales and attracting customers. Effective ORM boosts consumer trust, with 70% of people valuing online reviews as much as personal recommendations. Regular audits and prompt engagement with feedback are essential components of a successful ORM strategy. Establi...
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What Is a CSAT Survey and Why It Matters?

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A CSAT survey is a straightforward tool that measures how satisfied your customers are with your product or service. Typically, it involves asking a single question rated on a scale, like 1 to 5. To use it effectively, you need to collect feedback right after customer interactions . This real-time data helps you pinpoint areas for improvement, which can ultimately enhance customer loyalty . Understanding how to implement and analyze these surveys will be essential for your business growth. Key Takeaways CSAT surveys measure customer satisfaction using a simple scale, providing real-time feedback after interactions. The CSAT score, calculated from positive responses, highlights customer loyalty and retention potential. Tracking CSAT scores helps identify trends, improve services, and understand customer sentiment effectively. High CSAT scores correlate with increased revenue, as customers are willing to pay more for better experiences. Implementing changes based on CSAT feedbac...
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What Is the Customer Engagement Process and Why It Matters?

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Customer engagement is about creating meaningful interactions between your brand and customers. It starts with raising awareness, then moves to acquiring new customers, fostering loyalty, and finally encouraging advocacy. This process matters because engaged customers tend to return and spend more. To improve engagement, focus on personalized communication and consistent messaging . You can apply specific strategies to enhance this engagement. Let’s explore the essential elements that can transform your approach and boost your success . Key Takeaways The customer engagement process involves awareness, acquisition, loyalty, and advocacy to foster meaningful brand-customer relationships. Engaged customers drive repeat purchases, potentially increasing revenue by up to 95%. Strong engagement strategies can enhance profitability by 23% and reduce customer churn rates. Personalization and consistent communication are critical, with 73% of customers expecting tailored experiences. ...
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