A Professional Services Marketing Approach That Might Surprise You

By Aaron Templer

Leadership, Professional Services Marketing, Three Over Four Approach

It was a privilege to deliver a Professional Services Marketing course at the Chicago headquarters of the American Marketing Association recently, and I’m really stoked to boil it down for a presentation at a Michiana American Marketing Association event next week. Professional services continues to be an important market segment for Three Over Four, and as we all know: if you truly want to solidify a concept or area of expertise, understanding it well enough to convey it to others is great way to get there. These engagements are great opportunities to share value and also return it to our clients. A funny thing happened along the way. I’ve come to realize that what drives effective professional services marketing isn’t […]

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Process vs. Product

By Aaron Templer

Marketing, Three Over Four Approach

I’m interested in the business-minded pursuit of understanding creativity. I’m not sure what to do with it, but I’m interested. One thought that keeps coming to mind: The creative processes that I’m most familiar with don’t start with outcome. I can’t help but wonder if this is why businesses are tripping over the concept and have such a hard time integrating it into their working environments. Business, by its nature, solves a problem for someone. If there’s no problem to be solved, there’s no market. No market, no money. The creative processes that business minds are trying to learn from start in a very different place. A place of expression, not fixing. Exploring the problem, not solving it. If you […]

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Storytelling the Three Over Four Way

By Aaron Templer

Branding, Marketing, Three Over Four Approach

I had a terrific time working with The Colorado Medical Society this past May. The President of the CMS had a great idea to interweave storytelling techniques for leaders throughout the entire conference. His thinking was that we all leave these conferences full of energy, armed with new information to make changes in our society, businesses, or communities. But we’re missing the tools to actually do something about it. So I was brought in to help by way of providing techniques for leaders to tell stories. Storytelling being, of course, one of the more effective way to engage and move people. We did a few things to bring storytelling into the conference. (This is an environment which, incidentally, isn’t exactly […]

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Digital Marketing. Or, Marketing.

By Aaron Templer

Marketing, Social web, Three Over Four Approach

A friend, mentor, and professor of mine was a leading voice in southern poetry. He wrote profoundly about many things, most notably about the martyrs of the civil rights movement and white privilege. So it made more than a little sense when the chair of his department asked him to teach a class about multiculturalism in American literature. He refused. And his reason why will stick with me forever. He told me “I told them that the history of American literature is multicultural. The entire damn American narrative is about our multiple cultures. I can’t see how we can teach any American literature course without it dealing with multiculturalism at its core.” At the risk of inflating my self importance […]

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Getting over ourselves

By Aaron Templer

Branding, Reputation Management, Social Capital, Three Over Four Approach

Thinking beyond yourself when you’re a teenager is as difficult as understanding #talklikeyourbestfriend as an adult. Relationships were limited because we weren’t chemically capable of thinking beyond ourselves. There comes a time, of course, when it becomes clear that relationships are more meaningful over the long haul when we put someone else’s needs on par or ahead of our own. There are more returns and deeper significance. But it requires us to think beyond ourselves and care for the other person in the relationship in ways that we were (or at least I was) incapable of as a teenager. (And yes, for me now. This is something I don’t have to tell most of you—mainly just myself. But it’s a […]

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Not the viral you were hoping for

By Aaron Templer

Social Capital, Social web, Three Over Four Approach

Don’t you love the surveys like this one that pit congress approval ratings against things like lice and (worse) replacement refs? (Congress looses in a landslide in case you were wondering. You may now thank me for not using the phrase “Spoiler alert.”) They’re funny because they use the device of surprise. When you say something unexpected or place an element outside its usual context it makes us uncomfortable or jarred, and we laugh. The other response to an unexpected element is revulsion. Like the way a body works to expel a virus. It’s working against the system. It doesn’t fit. Kick up the heat to try to kill it, ‘cause it’s gotta go. This is what’s happening to marketing […]

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