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Category: Marketing Tips

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Why Your Newsletter Is Putting People to Sleep (And How to Fix It)

By: Kenn Dixon, M.A., CDMP, APR

If your newsletter consistently gets ignored, here’s the uncomfortable truth: it’s probably boring. Not intentionally, of course—leaders love to share updates. The problem is that most newsletters feel like long internal memos accidentally sent to the public. That’s why people skim, scroll, and disengage.

Start with the “Hook, Value, Ask” model. Your hook should be one sentence that grabs attention—something intriguing, surprising, emotional, or useful. No one wants to read a newsletter that starts with, “Greetings from the Executive Office.” That’s NyQuil in text form.

Next comes the value. Give readers something that benefits them: a story that inspires them, a tool that helps them, or insight they can’t get anywhere else. Short paragraphs, bold headers, and bullet points are your friends. Dense blocks of text signal to readers’ brains: “Too long, didn’t read.”

Keep your tone conversational, not corporate. The goal is connection, not perfection. And please—please—stop writing like you’re presenting at a zoning board meeting.

End with a clear ask. Not multiple asks. One. What action do you want them to take? Donate? Register? Share? Make it unmistakable.

If you implement these changes, your audience will finally stay awake long enough to engage.

Call to Action: Wake up your audience. Download more tips at www.dixongroupllc.com/resources.

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Top 10 Marketing Mistakes Businesses Make — and How to Avoid Them

By: Kenn Dixon, M.A., CDMP, APR

In a rapidly evolving marketplace, even the most experienced business leaders can fall into common marketing traps. These mistakes not only waste resources but can also hinder growth and erode customer trust.

This guide highlights the top 10 marketing mistakes and provides actionable strategies to help your business thrive — and how our expertise can ensure you sidestep these pitfalls entirely.

1. Lack of Clear Brand Identity

Why It’s a Problem: Without a consistent brand identity, customers struggle to connect with your business.

Solution: Define your brand’s voice, visuals, and values. Create brand guidelines to maintain consistency across all channels.

2. Neglecting Market Research

Why It’s a Problem: Making decisions without understanding your target audience leads to ineffective campaigns.

Solution: Invest in thorough market research to identify customer needs, preferences, and behaviors.

3. Ignoring Digital Presence

Why It’s a Problem: Failing to maintain an active, optimized online presence reduces visibility and competitiveness.

Solution: Maintain an updated website, active social media channels, and consistent online engagement.

4. Overlooking Mobile Optimization

Why It’s a Problem: With mobile-first users dominating, non-optimized platforms drive away potential customers.

Solution: Ensure your website, emails, and ads are mobile-friendly for a seamless user experience.

5. Inconsistent Messaging

Why It’s a Problem: Mixed messages confuse audiences and dilute brand impact.

Solution: Develop a messaging framework to maintain clarity, tone, and focus across all campaigns.

6. Focusing on Features Instead of Benefits

Why It’s a Problem: Highlighting only features misses the opportunity to show how your product improves lives.

Solution: Shift messaging to focus on customer benefits and solutions to their pain points.

7. Not Measuring Results

Why It’s a Problem: Without analytics, you can’t know what’s working or needs improvement.

Solution: Use KPIs or OKRs, analytics tools, and regular reporting to track marketing performance.

8. Ignoring Customer Feedback

Why It’s a Problem: Overlooking feedback wastes valuable insights and risks customer dissatisfaction.

Solution: Implement feedback loops through surveys, reviews, and social listening.

9. Relying on One Marketing Channel

Why It’s a Problem: Putting all efforts into a single channel risks revenue loss if trends shift.

Solution: Diversify channels — combine digital, traditional, and experiential marketing strategies.

10. Failing to Adapt to Trends

Why It’s a Problem: Sticking to outdated tactics reduces relevance in a fast-changing market.

Solution: Stay agile by monitoring industry trends, competitor activity, and consumer preferences.

Avoiding these marketing pitfalls requires a strategic approach, expert insights, and ongoing adaptation. Our team specializes in crafting tailored marketing strategies that help businesses build strong brands, engage audiences effectively, and achieve measurable growth. Partner with us to ensure your marketing efforts consistently deliver results.

What to clarify your messages? Book a session today

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The “Not Your Mom” Guide to Audience Targeting

By: Kenn Dixon, M.A., CDMP, APR

Reaching the right audience starts with a painfully simple truth: not everyone is your audience. And if the only person consistently liking your posts is your Aunt Linda, it’s time for an intervention. Aunt Linda is loyal, but she is not your growth strategy. Effective audience targeting means stepping back from assumptions and drilling into who actually benefits from, funds, or amplifies your work.

Start by identifying your top three audience groups. Use demographic data to understand who they are on paper, and psychographic data to understand what keeps them up at night. What do they value? What do they fear? What motivates them to act? This level of clarity stops you from throwing spaghetti at the wall and praying something sticks.

Next, map where your audience actually spends time. Spoiler: it may not be Facebook. Younger donors live on Instagram and TikTok. Corporate partners spend time on LinkedIn. Community members might prefer email or in-person events. When you understand behaviors, you can go where the attention already exists instead of shouting into the digital void.

Four Tips

  1. Build Personas Based on Reality, Not Assumptions: Use surveys, interviews, and analytics to define who your audience actually is—not who you wish they were.
  2. Map Their Digital Neighborhoods: Identify where each audience spends their time online. Meet them where they already are, not where you’re most comfortable posting.
  3. Speak Their Language: Mirror your audience’s tone, pace, and vocabulary. If your audience doesn’t talk like a board memo, neither should your messaging.
  4. Test and Adjust Quarterly: Audiences evolve, so your targeting should too. Review data every 90 days and refine your personas accordingly.

Finally, tailor your message so it resonates. The secret is simple: write the way your audience thinks, not the way your leadership team talks. If they crave hope, speak to hope. If they crave proof, provide data. If they want solutions, get to the point.

Want more resources, tips and tricks? Visit www.yourmessageclarified.com