When Is the Last Time You Were Inspired by Marketing in the Financial Sector?

Have you seen the #TDThanksYou video? Take a look:

Okay, okay…we know that #TDThanksYou is not a charity campaign; it’s a marketing campaign from a for-profit entity. And I’m sure there more than a few people who are a bit creeped out that a bank (or perhaps a bank’s employees in collusion with family members) essentially surveilled a few customers to get the details required to be so personalized with their gifts. And we know that everyone can’t expect to receive the same type of lavish experience at TD Bank.

All of that cerebral, skeptical stuff aside, is this not one of the best marketing tactics ever?! It’s like the best parts of Undercover Boss and Extreme Makeover Home Edition applied to the context of a bank’s relationship to a few of its customers. And here we are, discussing it of our own accord at no cost to TD Bank. It’s so genius, it’s almost evil. Almost. But most people including this humble blog author can’t help but have some degree of positive feelings about TD Bank after watching this video.

This kind of marketing inspires and challenges those of us who make our trade in persuasive communication. Yes, we can tell the story of our clients’ businesses or products and tout their best points. But it takes a special kind of effort and creativity to inspire people in the process of advertising or marketing. The generous nature of the thank-you gifts overwhelms the recipient in the video and many viewers as well. The personalization of the gifts to the situations, challenges, and desires of the recipients is so spot-on, it’s uncanny.

How are YOU (and how am I) being inspirational, generous and personal with YOUR marketing efforts?

Your turn…

What do you think about this video from TD Bank? Do you feel the love, or do you remain unconvinced?

Did Amazon’s Jeff Bezos Makes a Personal Attack on the Marketing Profession?

Jessica Stillman from Inc. wrote a provocative piece containing Jeff Bezos quotes. The title is, “7 Jeff Bezos Quotes That Outline the Secret to Success,” and you don’t have to scroll far to find something that moves counter to generally accepted wisdom.

This statement leaps from the page:

“The balance of power is shifting toward consumers and away from companies … The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it. In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.”

Once I realized Jeff Bezos was advising people to spend less on marketing, I cringed a bit. My defenses shot up. At AJ Design and Marketing, LLC, I hang my hat on providing marketing resources and design services. How can this well-respected business giant say something like this that would hack away at the value proposition of little guys like us? And yet, when I pondered his words a little more deeply, I realized that Bezos is saying the same thing I’ve advised clients and prospects before: work on your business before you work on your marketing.

I was recently contacted by the owner of a small and growing boutique with about 1,500 likes on Facebook. The owner knew I had helped develop the site for 105 West Boutique, and she was interested in a website for her similarly positioned business in a different market area. Yes, 105 West Boutique had only about 40,000 likes on Facebook the day their website went live. Yes, they currently have more than 65,000. But I can almost guarantee that the owners of 105 West wouldn’t have invested $4,000 – $6,000 in web development when they had 1,500 likes on Facebook and and $20,000 in annual revenue. Where some designers or site developers may have tried to pitch a website as a way to solidify the business, this owner of the up-and-coming boutique needed different advice: solidify the brand and build a stronger cash position. Then when the business supports the capital investment, build an online sales channel that is appropriate for your current and anticipated volume, with room to grow a bit.

What Jeff Bezos advised, though it seems hip and almost contrarian at first, is what smart businesses have done for eons: Build your business on your core competency, that thing (or those things) you do better/faster/less expensive than anyone else around you. Don’t invent a new way to snooker people into becoming customers; invent a new way to make people’s lives better or easier. Get really good at serving people, and in today’s “new world,” serving people will lead to the growth you desperately want.

It turns out that Jeff Bezos isn’t such a bad guy after all. Yes, I went a little provocateur with my title (ok…a LOT). But I never really believed Bezos has a personal vendetta with those in the marketing profession. However, if marketers position themselves as those who facilitate spammy overselling tactics, then yeah, maybe “spend less on marketing” applies. But not to me. Ever since I started parlaying the hybrid business and design toolkit into my life’s work, I have felt that it is my responsibility to help build stronger clients. And that sometimes means advising a client away from an option or a project that would benefit me and toward a solution that benefits them.


Telling the truth, even when it hurts. That’s business-friendly graphic design.

Christmas Cards - ready to mail

Making Friends in Business

AJ Design and Marketing aims to provide business-friendly graphic design. Initially, that’s a nice goal or slogan that is full of promise. But over time, given enough opportunities to back it up, I’ve found that offering business-friendly graphic design creates a lot of friendships with the businesses and organizations that rely on my services. It makes sense, doesn’t it? If you want friends, you need to be friendly. And if you want friends in business, you should be business-friendly.

This year, I sent more than 80 Christmas greeting cards to clients, vendors, and other friends of my business. It was a chore to hand-address the envelopes and add a personal note to the cards, but what a joy!

I thank God for each of my clients and other friends,
and I wish you all a warmly blessed Christmas season!

Do you run Quickbooks and an online store? Meet your new best friend: Webgility


Several of my clients have e-commerce capability planned for their websites. While it is much easier to do business on the web than ever before, it’s still not for the faint of heart. Customers have options. Millions of them. And if your front-end or back-end isn’t ready for prime time, you had better not even go live. What happens when someone picks up an item and brings it to the register at the same time as a customer on your site clicks “Buy” and confirms their order? Problem.

Enter Webgility and their eCommerce Connector. In short, the eCC synchronizes Quickbooks activity with the activity on your website. Once eCC is in place and properly configured, sales that occur at the point of sale will automatically deduct inventory quantities from your website. And online customers will be added to your Quickbooks customer list. No more manual data entry, oversells, or backorders. This will save time, money, sanity, your marriage, your reputation, etc. You get the idea. Making beautiful websites isn’t easy. But making beautiful websites that integrate with Quickbooks? That’s business-friendly graphic design.

I’m excited about deploying Webgility solutions on a couple of websites that are in my development queue right now. Expect to read future blog posts once we go live. And certainly, contact me if you want to discuss a new project. But if you would like to get started with Webgility’s eCommerce Connector on your own, feel free to click here to learn more and save $20.