The world’s most overused phrases

July 28th, 2011, Posted by Lisa


After a particularly rough medical year for my extended family, we have been inundated with well-wishing cards, calls and social media posts.  While I have no doubt that each one is sincere in heart and purpose, there are two words repeated over and over that have come to make me shudder rather than savor the sympathy.

“You are in our thoughts and prayers.”

Perhaps I’m jaded because of the many health tragedies my family and I have experienced over the years.  But to me, these words seem so hollow, so overused by even the unfaithful, that they make me laugh.  Literally. (Which is #2 on my list).

I heard my husband, who hasn’t stepped foot in church other than for a baptism or burial in the 25 years I’ve known him, say this to someone recently. In fairness, he is a devoted friend, the kind that would drop everything to help even a mere acquaintance.  So while I know he was being sincere, and certainly is concerned, I’m sure lightning would strike twice before he prayed for anyone.

Another one that gets me is “We’re thrilled to…”

This one appears in press releases daily, as in “We’re thrilled to have John join our management team.”  By definition, thrilled is to “cause (someone) to have a sudden feeling of excitement and pleasure; to cause to quiver, tremble, or vibrate. I’m quite sure that no executive I know has done the jig or had seizure-like symptoms due to a new hire.

Some of my other “favorite” now empty, meaningless words that are overused daily, particularly by business people, are:

3. “Think outside the box.”
4. The word “amazing” to describe anything that isn’t truly amazing (to overwhelm with surprise or sudden wonder; astonish greatly).
5. “These difficult economic times.”

Many people (myself  included) write or say these phrases all the time by mere habit.  If everbody stopped using them, it’s not like the world would be a better place in any measurable way.  Yet hearing them simply makes my skin crawl. It’s time to retire them.  What words would you like to nominate for the list?

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Marketing manhood

July 21st, 2011, Posted by Lisa

My 18 year-old son got this package in the mail the other day.  I almost threw it out, but thought maybe we could use it in the guest bathroom or for emergencies.

Imagine my surprise (and my marketing mom pride) when he seemed as excited about his new manhood kit as he was his new computer.  ”This is an awesome idea,” he mumbled (even when they are excited, teens mumble).  ”Look at this stuff!” He began pulling out cute little bottles of shaving cream, deodorant, body wash, cooling gel, coupons, and, the piece de resistance, a Gillette Fusion razor.

And then, my little 6′ 1″ about-to-go-to-college-peanut said the most profound thing I’ve ever heard. “This is chill!  I can’t believe they’d send me these things for free! I will buy from this company for life for doing this. Mom, look at this.  Isn’t this a good idea for them? All companies should do this, huh?”

Beaming with pride, I agreed.  In addition to my astonishment that he said more than 5 words to me in one day, my head was spinning. He has my marketing gene! He actually gets it!  All of the time, sweat and tears spent applying for business schools paid off in that one moment.

As he heads off to college next month, Gillette products along for the ride, I now have confidence that he will succeed as an adult in his chosen path.  He feels like a man because Gillette confirmed it, and he ate that message up.  More importantly, he instinctively understood marketing basics such as brand loyalty, lead generation, and customer retention.

Wonder if Tide has a “College Kids for Clothing Cleanlinesss kit” they could spare?


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Take another look before you post

July 12th, 2011, Posted by Emily

We all do it. We rely on it in our everyday lives. We put our faith, and more importantly our business, in the hands of spell check. And what’s worse is that we all know how dangerous that can be. More than one large company, and countless smaller ones, have suffered. So be sure to run any promotional materials or posts – just about anything that represents your business – by more than one pair of eyes. Go for four or five to be sure.

There’s not much worse than making a spelling mistake in pubic.

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Counterintuity in transit

July 11th, 2011, Posted by Lee

Yes, we moved to bigger offices. But there’s another way we’re “in transit:” we currently have ads for several clients running in different markets around the country.

Here’s an example of the transit ads running on the SEPTA (Southeastern Pennsylvania Transit Authority) system of rail and bus throughout Philadelphia and environs, for our client Federation Early Learning Services.

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A day of digital detox

July 6th, 2011, Posted by Lisa

Yesterday,  thanks to a Baby Bell conglomerate who shall remained unnamed, our office got an unintended retreat from our lifeline, the Internet.

For the first hour, sheer terror set in.  No email, no Facebook, no Twitter, no website access – the very tools of our trade were literally inaccessible.  By hour three, with a bevvy of IT and AT & T (whoops, spilled the beans) specialists working on our equipment like a fine-tuned team of neurosurgeons, panic had turned to acceptance.

Forced to work offline, some began writing, others reading printed materials and whitepapers long ago placed in the “Must Read” box.  Though disconnected from the 21st century, we connected with each other, our clients and our industry by makeshift methods our grandparents would have thought customary.

Yet an inexplicable calm and sense of accomplishment filled the air, even into hour five.  We had unintentionally yet successfully “unplugged” for the day. Instead of Armageddon, we experienced a temporary respite from the online hullabaloo.  We caught our collective breaths, read about advancements in our industry, brainstormed aloud and on paper, and recollected (or for the youngers, learned) what it was like to be marketers in the pre-digital era.

The Internet is back up today. While we’re all ecstatic to have the trappings of our modern workspace back, our unintentional day of surrender taught us that an occasional day spent unwired can be a beneficial and even necessary experience.

In fact, we can’t wait to tell everyone on Facebook about it!

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Sturgeon’s law

June 23rd, 2011, Posted by Lee

I just got in from giving a presentation about social media. At the end, I took questions. Here was the first question:

“Most social media seems so… trivial.”

Me:  “What’s the question?”

“What’s your response?”

Me:  “I agree. So is most human speech. So is most of everything. It’s Sturgeon’s Law: 90% of everything is crap. BUT — the other 10% has real value. And that 10% represents a lot of people wanting a lot of things.”

It’s true that most social media consists of funny pet videos and meaningless surveys about long-ago TV shows. But there are billions of tweets and postings every day; if only 10% of them are content-rich, that’s still millions of opportunities to get your message out there.

Don’t worry about the chaff. Focus on the wheat.

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Cut hair, not marketing

June 20th, 2011, Posted by Lee

When I went to get a haircut recently, I was able to walk right into a local barbershop and get a cut. No appointment, and no waiting. In fact, there were three barbers standing around talking, with empty barber’s chairs in front of them. I asked the one cutting my hair how business was.

“It’s not so good,” she said.

I asked her why she thought that was.

“It’s the economy. People used to get a haircut every month — now they put it off to save money. And instead of getting real color here, they go buy the $10 box at the drugstore.” In fact, she said, the economy was so bad that business was even below the height of the recession, in 2009. There was no way out that she could see. All we could do was hope and pray that the economy was going to get better, and soon.

There’s only one thing wrong with her theory:  I had come to this barbershop because the one I usually go to was packed wall-to-wall with people, and I couldn’t wait an hour for my turn. (So I went to one I knew wouldn’t be busy.) Why was the other one busy, while this place was empty?

The other one is actively marketing themselves.

They’re doing specials and promotions. They’re actively engaged in social media. They’re advertising in local newspapers. They have a frequency discount program. And they send reminders on birthdays and holidays. Oh, and they charge more than the other place.

As they say, hope isn’t a plan. No matter what the state of the economy is (or what you think it is), you should set your own plans for how to grow  your business, and then pursue them. Otherwise, you might find that your competitors are giving you a haircut.

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How to blow a job interview

May 19th, 2011, Posted by Lisa


We recently posted online for a new position for hire, and were pleased (and shocked) to receive more than 200 applications.

What’s even more shocking were the mistakes the applicants made in the job search process.  Since the class of 2011 is about to embark on a major job hunt, we thought we’d add our just-learned tips from an employer’s view on how to massively blow a job interview.

1. Don’t follow directions: If the ad states, “Send a resume and cover letter,” be sure you omit one of the two.  Of course the firm is being overzealous, and a cover letter is a waste of time, any way.  Be sure to add three or four letters of recommendation into the mix, too.  Too much information that they didn’t ask for can’t be a bad thing, can it?

2. Make spelling mistakes: This is especially important when writing out the firm’s name.  Turn this whole interview thing around and try to catch them on their toes.  See if they can find 10 grammar and spelling mistakes, because, as the ad said, “Grammar and spelling are important.”  Throw in a few e’s before i’s, and mix up your to’s and too’s, and you’ll really find out how important it is to them.

3. Don’t Return Calls for Interviews: First, make sure your voice mail plays Eminem or Snoop Dogg while they wait.  Don’t use your name or phone number in your message, either.  You want to keep ‘em guessing.  If you really want to get them, don’t return a call for an interview, even if you can’t make it or already got another job.  You don’t owe them anything, why bother?

4. Be Late for the Interview: Being fashionably late is the new black, right?  Nobody ever arrives exactly when expected — why should you?  Don’t bother leaving early just in case you hit traffic or weather problems.  If they want to hire you, they’ll wait for you.

5. Try to be as Overqualified as Possible: Sure, the ad says “part-time,” and the pay is set, but deep down inside, you’re sure because you have so much experience that they want you to transition to full time, at twice the rate the current employees earn.  Darn it, you’re worth it!  Be sure they know all about your law school degree and dual MBA’s while you’re at it.  They probably just aren’t aware that they need someone of your caliber, or they would have advertised it.

6. Show Desperation: You’ll do anything to get this job, and make sure they know it.  Offer to pay them to hire you. Mention your eviction notice and car repossession.  Offer to name your third child after the owner.  This is such an attractive quality in an applicant, and you can never look too desperate or too thin.

GOOD LUCK, Class of 2011!

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Counterintuity named “California Small Business of the Year”

May 5th, 2011, Posted by Lisa

Counterintuity is quite honored to have been named the “California Small Business of the Year” for California Assembly District 43 by the California Small Business Association.  Thanks is due to each of our clients, employees and supporters, as well as Assemblyman Mike Gatto for submitting us for nomination.  Thanks to you, we’ve experienced incredible growth in the past few years, and we’re growing by leaps and bounds again in 2011.  We look forward to receiving our award along with other small businesses from the State Legislature in Sacramento on June 6.  

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Bin Laden malware alert

May 3rd, 2011, Posted by Lisa

Our IT partner has just cautioned us about  a new piece of malware that is circulating the web.  It seems to be linked to news articles pertaining to Osama Bin Laden’s death. Malware creators are fabricating fake news stories and then poisoning the links and photos; if you click on one of these links, it begins the process of introducing an infection to your computer.

Please advise your staff to be cautious when browsing the internet and opening articles that are not directly put out by reputable sources. So far, we have heard only of Windows computers being affected, and not Macs, but it’s better to be safe than sorry.

Windows Users: If you do happen to get a pop-up on your computer, DO NOT CLICK ANYTHING ON THE POP-UP. With these pop-ups, “‘Yes,” “Close,” “Cancel” and “X” all mean “Yes, please infect my computer.” In order to properly close the pop-up while MINIMIZING the chance of infection, do the following: 1) Click Control-Alt-Delete 2) Click Task Manager 3) Go to the Applications tab 4) Right-click on any open internet browser in the list and choose “End Task.”

Mac Users: If you do happen to get a pop-up on your computer, it’s best practice to simply Force-Quit the browser.  As with the Windows users, it’s best to NOT CLICK ANYTHING ON THE POP-UP. In order to properly close the pop-up while MINIMIZING the chance of infection, do the following: 1) Click the Apple Menu 2) Click Force Quit 3) Select your browser from the Force Quit Applications window 4) Click the Force Quit button.

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