02 Cover Story.............................................I Write in Cursive
06 Feature..............................................................................Full Force
10 Tactics........................................Strategies You Can Use
12 On the Record with...................................Susan Tyson
July 2022 milkshake 1
eferencing the cathartic lessons of days gone by is a
product of the idea that we’ve lost a certain part of
ourselves due to the antiseptic nature of technology.
In turn, many marketers cannot take the path of
least resistance and are unable to escape the digital
addiction.
The old adage of “being where they are” does
not necessarily hold water in the digital world. The
problem with that idea is that everybody is there. Your market is not
differentiated by being on social networks or in the digital realm.
The entire universe is married to a device and humans tend to fall
into certain habitual patterns. So, as we all settle into our comfortable
grooves, it becomes increasingly difficult for marketers to make an
impression. Research shows that as much as 40% of our days are run
according to our subconscious habits, which keeps us sane.
The subconscious controls almost every area of our lives. Therefore,
if we have any hope of capturing anyone’s attention, we must break the
pattern of these automated sequences. We must stand out from all
the other noise and distraction vying for attention. Hence, the concept
that we return to a day when we connected through live interaction or
utilized the creativity of print may be extremely valid. To nudge people
out of their grooves, it will take something unexpected that shows up at
an unexpected place. That’s how you stand out.
The sales and marketing process has never changed. We cannot create
a compelling relationship until we first grab their attention by getting
people out of their patterns. Despite the hold that technology has on all
of us, it is a truly marvelous time to meet your target market outside of
the digital confines.
In this issue, we aim to remind you of the lessons from years gone
by. “I Write in Cursive” is analogous to the healing powers of reading,
writing and personal engagement. These are the types of actions that
connect us to our human side and can aid us all in standing out with
our respective communities. In our second feature, “Full Force,” we
deconstruct what matters to B2B clients and how they, ultimately,
choose their partners. It should follow that those partners may well
stand out in interesting ways.
Warmest wishes,
Paul Hudson
Which resources relate to
“increased trust of a new
technology product?” 09
DESPITE THE HOLD THAT
TECHNOLOGY HAS ON ALL OF
US, IT IS A TRULY MARVELOUS
TIME TO MEET YOUR TARGET
MARKET OUTSIDE OF THE
DIGITAL CONFINES.
BEYOND
DIGITAL
Publisher
Paul Hudson
Editorial & Creative Direction
Conduit, Inc.: www.conduit-inc.com
Contributors Art Director
Michael J. Pallerino Jeremy Moyler
Maria Soldner
Milkshake is published bimonthly by Hudson
Printing Company, ©2022. All rights reserved.
For more information, contact milkshak e@
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www.hudsonprinting.com
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