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Category: Derek Lackey

Finding Left Handed Monkey Wrenches for Left Handed Plumbers

Published November 10, 2010

By Derek Lackey

Co-founder of Hub Spot, Dharmesh Shah says, the internet is great at connecting makers of left-handed monkey wrenches with left-handed plumbers around the world.

But the makers of left-handed monkey wrenches must:

  1. be very clear that they make left-handed monkeys wrenches
  2. not tell everyone about their full line of wrenches, hammers, screwdrivers and saws
  3. talk directly to left-handed plumbers and not be tempted to include right-handed plumbers, general contractors, the owners of hardware stores, the local handymen across America and anyone else interested in buying any household or industrial tool.

Inbound Marketing is, like the internet itself, far more efficient. Shah’s partner, Brian Halligan uses the example of eBay. Apparently the Founder started it because he wanted to expand the number of people to trade PEZ dispensers with, after he had traded with his entire rolodex.

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Beware of the Man Who Has Read One Book.

Published October 13, 2010

By Derek Lackey

Lost We see it often. The carpetbaggers who use real client dollars to gain their education. You can almost live with the ones who at least know that they don’t know. It’s the arrogant ones that baffle me. As long as they know just a little more than their client they can make a living. I just lived through a real life example.

On a recent political campaign I was saddled with a social media “guru” (in his own mind at least) and sat by while he completely baffled his campaign team and the candidate with “social-media speak” – otherwise known as good old BS, managing a website that genrated no traffic, was extreemly difficult to navigate and it seemed nothing was where you would look for it.

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Marketers – Go Online or Go Out of Business

Published September 6, 2010

By Derek Lackey

Times they are a changin’ – yet again. I am involved in the communications for several friends who are running for Municipal office – Regional Councillors and Mayor. During the process of planning to get their message out, the obvious conversation about the affect of the Internet comes up. And despite the huge shifts that have happened in the past 4 years (since the last election) online, people (and candidates) still do not trust that they can reach the majority of their potential voters online. Despite knowing how effective the Internet is through programs like The Drum Platform™ and BFOUND™, my experience when having this conversation with many others in the past few years is never positive. Most people who have made up their mind that because their “Aunt Edna has never been on the Internet”, there must be a lot of Aunt Edna’s out there. So I looked up the facts. I went to Stats Canada and found THE number. In 2009 Stats Canada reports that 81% of Canadians have access to the Internet at home or at work.

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