Poetry In Marketing

In this episode of Poetry in Marketing, I’m out walking the dogs and asking what might be the single most important question in all of marketing: Marketing choices Need to include this question: What’s the f$&@ing point? Too many businesses spend money on websites, SEO, branding projects, Google Ads, and social campaigns without ever stopping to ask why they’re doing it, or whether the tactic actually supports the business goal they’re trying to achieve. In this episode, I break down why every marketing decision needs a clear purpose tied directly to outcomes like revenue, retention, growth, or positioning. Because if you can’t explain the point of the project, chances are the project isn’t going to help.

Today on Poetry in Marketing, we’re outside with coffee, clouds, and some straight talk about marketing strategy: No silver bullet Can fix a bad strategy; Even with good intents. In this episode, I talk about one of the biggest traps in marketing: believing that one new tool, platform, campaign, or tactic is finally going to solve everything. A new website. SEO. HubSpot. AI-generated content. None of those things are magic and none of them can rescue a business from unclear goals or weak strategy. The problem isn’t usually the tactic. The problem is starting with tactics instead of starting with the business objective. If you’ve ever felt disappointed after investing in “the next big thing,” this episode is your reminder to slow down, define success clearly, and build your marketing backwards from the outcome you actually want.

Today on Poetry in Marketing, we’re talking about love. Not the Hallmark-card kind. The real kind. Marketing is how Companies say ,“I love you” To their customers. In this episode, I explore the deeper connection between great marketing and human empathy. At its best, marketing isn’t manipulation... it’s understanding. It’s how businesses show customers that they’re seen, valued, supported, and understood. Because every buying decision is personal. Whether someone’s choosing a consultant, a software platform, or a cup of coffee, what they’re really responding to is the feeling that somebody “gets” them. This episode is all about how great marketing bridges that emotional gap and why connection matters more than ever.

In this, the 40th episode of Poetry in Marketing, I'm tackling a hard truth for business owners: All CEOs learn They do not define their brand... Eventually. If you’ve built a business around something you love, something you’re great at, something that feels deeply personal, this might be hard to hear. But here’s the reality: your brand isn’t for you. In this episode, I talk about the shift every successful business leader has to make: from building a brand based on personal passion to shaping a brand around what the marketplace actually values. Because if you only see your business through your own lens, you might love it… but your customers won’t.

This week on Poetry in Marketing, I’m coming to you inspired by a conversation I had with a tattoo artist… in Scotland. Your first job is To fall in love with the problems Your customers have. In this episode, I share a simple but powerful truth: great marketing doesn’t start with talking about yourself... it starts with understanding your customer. What are they trying to accomplish? What’s frustrating them? What would make their experience better? The tattoo artist I met had it figured out without even realizing it; aligning his hours, messaging, and approach to the needs of traveling customers. That’s what great marketing looks like. If you want more business, stop leading with what makes you great and start by deeply understanding the problems you’re solving.

In this episode of Poetry in Marketing, I’m leaning into vacation mode... But more importantly, a fundamental truth that a lot of business leaders get wrong: Great copywriting Provokes the strongest feelings Not the deepest thoughts. We like to think that more information leads to better decisions, but that’s not how people actually buy. In this episode, I break down why emotional connection beats information overload every time, and why trying to “cover all the bases” in your messaging often backfires. Whether you’re writing a website, a blog post, or a sales pitch, the goal isn’t to make people think harder: it’s to make them feel something.

This week on Poetry in Marketing, I’m tackling something that hits a nerve for a lot of business owners: Best marketers don’t Shame what isn’t working: They show you what is. In this episode, I talk about a bad habit in the marketing world: walking into a business and pointing out everything that’s wrong. It's not often true and it's certainly not helpful. Great marketers don’t start by tearing things down. They start by identifying what’s already working and building from there. Because real progress doesn’t come from making people feel bad; it comes from giving them a clear path forward. If you’ve ever had a consultant or agency make you feel like your entire business was broken, give this episode a watch.

It's time for Poetry in Marketing and fair warning: this topic gets me a little heated: A good agency won’t Make you a prisoner of A bad contract. In this episode, I discuss one of the biggest (and most frustrating) problems in the industry: predatory agency relationships. If you can’t leave your marketing vendor without losing your website, your data, or your sanity, that’s not a partnership, that’s a hostage situation. I share why great agencies earn loyalty instead of forcing it, what a healthy contract should look like, and the red flags every business owner needs to watch for before signing on the dotted line. If you’ve ever felt stuck with a vendor... or want to make sure you never are, this one’s for you.

Today’s episode of Poetry in Marketing is coming to you from the balcony, because… well, that’s kind of the point: There’s no good reason Not to test your assumptions With your marketplace. In this episode, I talk about one of the most overlooked truths in marketing: your answers aren’t inside your office, they’re out in the world. Too often, we build strategies based on assumptions instead of conversations. We create for ourselves instead of for the people we’re trying to reach. If you want better marketing, get out of your head and into your market. Talk to customers. Run interviews. Test your ideas. Because the fastest way to improve your results is to stop guessing and start listening.

Today’s episode of Poetry in Marketing is coming to you from the glamorous Vistage speaker circuit… specifically the Hyatt Place by the airport in Raleigh, North Carolina. Today’s poem tackles one of the biggest misconceptions about artificial intelligence: If your AI work Doesn’t feel like doing work You’re doing it wrong. A lot of people see AI as a shortcut: type a sentence, get a finished product. But that’s not how good work happens. AI can help you create better marketing, but only if you bring expertise, thoughtful prompts, and real effort to the process. In this episode, I talk about why strong AI output still requires real thinking, why most AI-generated marketing content lacks substance, and why the best results come when you treat AI like a powerful tool, not a magic button.

Today’s episode of Poetry in Marketing was inspired by a viral moment that had the internet talking… about a hamburger. Who knew hamburgers Were such powerful emblems For integrity? In this episode, I order a Snarfburger — the best burger in Denver for my money — and break down the marketing lesson hidden inside the now-infamous video of the McDonald’s CEO trying (and failing) to convincingly enjoy his own company’s food. The problem wasn’t the sandwich: it was authenticity. When leaders talk about products the same way they do in the boardroom, repeatedly referring to a hamburger as a “product” and talking about test markets, they forget the most important rule of marketing: speak to the audience outside the window, not the one in the mirror. Marketing works best when it’s honest, human, and grounded in real enthusiasm. Otherwise, people can smell the inauthenticity faster than a cold cheeseburger.

Today on Poetry in Marketing, I’ve got a windy, dramatic backdrop and a pointed little haiku: Why pay for tactics If you don’t understand why You’re paying for them? In this episode, I dig into a common (and costly) mistake: business owners signing off on a long list of marketing activities without truly understanding what those tactics are supposed to accomplish. Social posts on multiple platforms. Lots of blogs. SEO. Lead magnets. Press releases. Great. But what job are they actually doing for your business? There should always be a straight line between the money you spend and the results you expect. If you can’t clearly explain why something is on your marketing plan, it’s time to ask better questions.

In this episode of Poetry in Marketing, we dive into a hot topic with a fresh haiku: AI can’t achieve Beyond a user’s skill set— Just like other tools. There’s a lot of noise about artificial intelligence replacing marketers, but here’s the truth: AI isn’t a solution. It isn’t an employee. It’s just a tool... One that’s only as good as the person using it. This week’s episode explores the myth of AI as a magic fix and reminds us why human expertise still matters. I share why AI is powerful only when guided by experience, and why your marketing strategy still needs a smart human at the wheel.

Hey, it’s Erik Wolf, and in this episode of Poetry in Marketing, I reflect on a conversation that happened during a Vistage talk in Philadelphia which inspired this week’s poem: Marketing’s bigger Than what most CEOs think That marketing is. Spoiler alert: Most CEOs underestimate what marketing really is. It’s not just websites, logos, emails, or trade shows. Marketing — real marketing — is a holistic business strategy. It’s about aligning product, message, and customer insight to drive growth. And yes, it lives way up in the C-suite, not just in Adobe Creative Suite. This episode dives into why so many business leaders view marketing too narrowly... And how to shift that mindset.

In this pre-workout episode of Poetry in Marketing, I’m dropping a haiku inspired by my time at a conference earlier this week: Often, the conference Outside the conference center Is more valuable. In this one, I dig into a truth every experienced marketer knows: the best conversations don’t always happen on the trade show floor. The real gold often comes from hallway chats, dinner meetings, hotel bar intros, and those unplanned collisions that happen outside the official event. If you think success equals business cards and booth traffic, you’re missing the point. Listen in as I talk about how to reframe your conference strategy for deeper connection and better long-term results.

In this week’s episode of Poetry in Marketing, I’m bringing you a rhyming haiku (yes, it rhymes!) and some hard-earned wisdom, all while fending off two affectionate dogs: Your mindset matters: Scarcity thinking confines Where abundance shines. In this episode, we talk about the mindset traps that sabotage sales and marketing efforts: specifically the desperation that comes from scarcity thinking. That “what can I do to put you in this car today” energy? It reeks of fear. And it turns people off. Instead, I break down how abundance thinking leads to better outcomes, stronger client relationships, and a whole lot less stress. Sales and marketing don’t have to feel gross. In fact, they shouldn’t.

I’m recording this episode from Mile High Stadium, just ahead of the AFC title game. The vibe? Electric. The poem? A little more serious: Progress can be cruel: Pain and stress constantly mount Differently than growth. In this episode of Poetry in Marketing, I reflect on the hard truth that progress—whether in football, business, or marketing—is rarely linear. You don’t win every time just because you won last time. And even when the effort is there, the results don’t always show up when or how we want. Whether you’re managing a team, building a brand, or chasing your next big marketing win, this is your reminder to celebrate the wins and stay steady through the setbacks.

This week’s episode of Poetry in Marketing is a special one. I’m celebrating the release of my new book, Everyone Hates Marketing!, now officially available on Amazon in hardcover, paperback, and Kindle. To mark the occasion, we held a launch party in Denver and I closed out the night by doing what I do best: reading a marketing haiku, live on stage (well… on a bench, technically). Any CEO With marketing frustrations Has a chance to change. In this episode, I reflect on six months of podcasting and why continuing to struggle with broken marketing isn’t just unfortunate—it’s a choice. If you’re ready to make a change, this is your invitation.

This week I’m coming to you live on video from the Consumer Electronics Show (CES) in Las Vegas with a poem straight from the speaker lounge: Trade shows only work When goals and reality Converge at your booth. In this episode of Poetry in Marketing, I reflect on the disconnect that often happens at trade shows—where expectations for lead gen and sales don’t match the reality of what the event actually delivers. Whether you’re walking into a massive industry showcase or a small regional expo, your investment only pays off when your goals align with what the show is truly built to offer. If you’ve ever left a trade show wondering “was that worth it?”... This one’s for you.

This week on Poetry in Marketing, I’m digging into one of the biggest misconceptions in branding, with a poem that gets right to the point: Building a great brand Takes more than just designing A cool new logo. Your brand isn’t your logo. It’s not your color palette or your new font. Your brand is your company’s skin: the interface between you and the outside world. It’s everything your customers see, hear, touch, and experience. In this episode, I talk about why rebranding is about far more than visual design, and how to approach your brand with the kind of intentionality that actually makes a difference.

In this episode of Poetry in Marketing, we’re talking about that sneaky force that helps you get things done… but might be holding you back: Inertia works great When you want to get things done But comes at a cost. Inertia can be a gift: it smooths out workflows, makes marketing predictable, and keeps things moving. But it can also be a creativity killer. In this episode, I share how sticking to what’s familiar — just because it’s familiar — can box us in, dilute innovation, and keep us from asking the bigger questions that lead to real growth. If you’ve been running on autopilot with your brand, your content, or even your business model, this one’s your wake-up call.

Today’s Poetry in Marketing episode might be stating the obvious, but too many companies still get this wrong: Your firm’s marketing Is supposed to make money And not just spend it. In this episode, I dig into one of the biggest mindset problems in marketing: treating it like a cost center instead of an investment. Office supplies are expenses. Marketing is supposed to deliver a return. But that only happens if you plan it that way—by connecting your budget to your business goals and backing it with the right strategy. If you’ve ever looked at your marketing spend and thought, “What exactly are we getting out of this?”—this one’s for you. You'll also notice that I'm literally wrestling with my dog while I record this.

In today’s episode of Poetry In Marketing, we tackle a classic trap with this haiku: Say you want tactics, And tactics are all you’ll get, Not a strategy. In this episode, I unpack one of the most common mistakes I’ve seen in 25 years of marketing: asking for tactics when what you really want is results. You think you need SEO, a trade show booth, or a shiny new website... But what you actually need is more revenue, better retention, or higher-quality leads. If you skip the strategy and dive straight into execution, don’t be surprised when you end up with deliverables that look great but don’t move the needle.

Today on Poetry In Marketing, I'm having a little fun: If marketing is A haiku, then sales is a Dirty limerick. Now before the salespeople come for me, no: I’m not taking a shot at the profession. What I am doing is challenging the outdated belief that sales has to feel slick, manipulative, or greasy to be effective. It doesn’t. Great sales, like great marketing, is about creating value for your customer. Period. In this episode, I explore why we all need to let go of the “used car salesman” stereotype once and for all.

Hey, it’s Erik Wolf and I’m coming to you from vacation in Sedona, Arizona, with a Thanksgiving-themed haiku (while actively lost on a hiking trail looking for a vortex): Great service firms know Strong customer retention Runs on gratitude. In this episode of Poetry In Marketing, I reflect on why every business — no matter what you do — is ultimately a service business. And the most successful ones? They thrive because they understand the power of gratitude, especially in customer relationships. I share a personal (and slightly chaotic) story about getting lost on a vortex trail while one of my dogs makes mischief back at the Airbnb, and still choosing gratitude when things don’t go as planned. The same applies to marketing and customer service: things will go sideways—but how you make people feel in those moments matters most. As promised, here's the link to the photos I took while lost on the trail this morning!

Today’s edition of Poetry In Marketing is a reminder that not all data comes with a neat little number: Don’t undervalue How qualitative data Can help you succeed. In this episode, I explore the difference between metrics that measure and insights that guide. Quantitative data is great for benchmarks and trendlines... But when it comes to knowing what to do next, qualitative feedback is often more powerful. From customer interviews to win/loss analysis, we dive into the tools that reveal what your customers really think—and how that can shape smarter marketing decisions.

This week’s Poetry In Marketing haiku is both personal and a little cathartic, and yes, I'm complaining about sales funnels again: I’m a nice guy, BUT… If you want to trigger me Mention sales funnels. Yeah, I said it. In this episode, I revisit my beef with the sales funnel—why it’s an oversimplified, misleading metaphor that fails to reflect the real-world difficulty of selling anything. Sales isn’t gravity. People don’t just “fall through” a funnel. They hesitate, they bail, they need encouragement. Instead of relying on magical funnel thinking, I talk about what really works: building a process that reduces friction and helps prospects climb the mountain of decision-making.

Today’s poem tackles a simple truth that often goes ignored: When you aren’t sure How you can grow your business, Ask your customers. In this episode of Poetry In Marketing, I talk about the curse of knowledge—how knowing too much about our own business can actually blind us to what customers really want. The solution? Ask them. I make the case for customer interviews and market research as the fastest way to get unstuck, uncover new opportunities, and discover what actually drives buying decisions. If you’ve ever felt like you’re guessing at how to grow, your customers already have the answers—you just have to ask.

In the spirit of Halloween, I brought my Big Lebowski sweater and a spooky poem: “Give eight percent of Revenue to marketing,” Whispered the devil. In this episode of Poetry in Marketing, I take aim at one of the most misleading (and haunting) ideas in business: budgeting for marketing as a fixed percentage of revenue. I break down why this rule of thumb is not just vague; it’s completely unhelpful. Instead, I argue for a smarter approach: build your marketing (and sales) budget based on what you actually want to achieve. Start with the outcomes, reverse-engineer the spend, and align it all to measurable growth goals. Because 8% of revenue isn’t a strategy—it’s just a scary guess.

I recorded this one from the couch, dog on my lap, because some poems (and sales insights) are just too important to wait. Today’s verse: A “prove it” moment Is about fostering trust To fight uncertainty In this episode of Poetry In Marketing, I unpack what I call "the prove it moment": that critical point in the sales process when a buyer’s on the fence and needs that last push of confidence to move forward. It’s not about hard selling. It’s about knowing what gesture, insight, or piece of value will make your prospect say, “Okay, I trust you.” Whether you’re in sales, marketing, or just trying to close more deals, this one’s all about how to bridge the gap between interest and action.

In this episode of Poetry In Marketing, I’m taking on a modern plague: Why do my people Keep giving me irrelevant Stats that don’t matter? Marketing today is drowning in data: social metrics, website traffic, open rates, NPS scores, you name it. But more data doesn’t always mean better decisions. In this episode, I break down how to separate signal from noise, why marketing should only be measured by what it can actually influence, and how to connect the numbers back to real business objectives. If you’ve ever stared at a dashboard full of colorful graphs and thought, “So what?”, this one’s for you.

I’m a little under the weather in this episode, which actually makes today’s haiku hit even harder: Marketing is A discipline, and requires Discipline in kind. In this episode of Poetry In Marketing, I talk about the gritty, unglamorous truth of marketing: consistency matters more than inspiration. Like sports, music, or cooking, your marketing muscles only get stronger when you show up and put in the reps… even on the days when you’d rather crawl back into bed. If you’ve been struggling to stick with the routine or questioning if it’s worth it, this episode is your reminder that the grind is the growth.

This time on Poetry in Marketing, I talk about the divide between sales and marketing: What’s the difference Between sales and marketing? Just perceived value. Sales and marketing have the same mission: driving revenue. So what's the difference? Sales is one-to-one. Marketing is one-to-many. I also talk about scalability in the sales process. If you’ve ever felt stuck choosing between investing in marketing or hiring another salesperson, this one’s for you.

In this episode of Poetry in Marketing, I take aim at one of the most overused (and misleading) metaphors in the business world: Funnels are stupid. There isn’t any gravity In a sales process. Yeah, I said it. Sales funnels look great in diagrams, but anyone who’s actually sold something knows the process isn’t that clean—or that passive. In this episode, I explain why the funnel fails as a metaphor and offer a better one. Climbing takes effort. People change their minds. And if the journey is too hard, they turn around. There’s no “gravity” pulling buyers through, so stop planning your sales process like there is.

I love this episode's poem: If marketing works, Why do I spend so damn much To be this pissed off? It’s a joke… but it’s also not. In this edition of Poetry In Marketing, I dig into the very real frustration so many CEOs and business owners feel when marketing doesn’t deliver, especially when they’re spending real money. The problem isn’t the budget. It’s how the money is being used. I dig into this issue and try to reframe the frustration in a constructive way.

In this episode of Poetry In Marketing, I get into one of the more controversial issues modern marketers are dealing with, in a poem that may hit a little too close to home: Our content is great… At least that’s what I hear from My ChatGPT. AI is powerful. It’s fast. It’s affordable. And if we’re not careful, it’s going to drown us all in a sea of content that says a lot, but means very little. In this episode, I talk about how we got here, from the “content is king” era to today’s flood of AI-generated posts, and what marketers and business owners need to think about before handing their brand voice over to a $25/month tool. Spoiler: it’s not about rejecting AI, it’s about using it intelligently.

In this episode of Poetry in Marketing, we dive into one of the great clichés of creative work, captured in a single poetic line: Just quit your whining And make the logo bigger. Design’s subjective. Except… it’s not. As someone who’s done a fair share of design over the years, I’m here to tell you: design is not about personal taste: it’s about purpose. Whether you’re building a website, a brochure, or a logo, the goal isn’t to please the CEO, it’s to connect with the customer. In this episode, I unpack why design should be judged by its function, not by internal opinion, and how companies can make more strategic creative decisions that actually move the needle.

In this episode of Poetry In Marketing, I’m digging into something that might change how you think about your entire marketing plan: The budget isn’t For buying marketing tactics— It’s to fund success. This is one of the most common mistakes I see: businesses build a budget based on what they want to buy (a website, some SEO, maybe an account-based campaign) and then assume the job is done once they’ve made the purchase. But what we really want isn’t a website or some ads… We want results. In this episode, I talk about how to flip your thinking: set your sights on what success actually looks like, figure out how to measure it, and then fund that outcome.

Today’s poem is a love letter to one of the most overlooked metrics in business: Oh, lifetime value How I long to see you grow Our retention sucks. In this episode of Poetry In Marketing, I break down what Lifetime Value (LTV) actually is, how to calculate it in plain English, and why it’s one of the most powerful (and underused) ways to grow your business. Spoiler: it’s not just about getting more leads. It’s about making the most of the customers you already have. I walk you through a simple example and share why small changes to your retention or average transaction can unlock big profits—again and again.

In this episode of Poetry in Marketing, I’m wearing a tie, so you know we’re getting classy. Today’s haiku goes like this: Marketing can be Unintentional, but it’s Never optional. Let’s talk about that. I run into folks all the time who say, “Oh, we don’t do marketing.” They think handing out business cards, grabbing coffee, and working the referral game somehow exists outside of marketing. Spoiler alert: it doesn’t. In this episode, I break down how every sale, no matter how informal, follows a predictable journey from awareness to opportunity to close and how even casual networking checks every marketing box, whether you know it or not. So the question isn’t “Are you doing marketing?” It’s “Are you doing it on purpose?”

In this episode of Poetry and Marketing, I read you a haiku about branding: If my love for thee Could be expressed as a brand, Of course it’s Apple. Apple is the brand business owners mention nine times out of ten when I ask, “What brand would you want to emulate?” But here’s the catch: Apple, Nike and others in that echelon are legacy brands, built over decades with billions in investment. Most of us don’t have that runway. So instead of chasing the impossible, I make the case for setting realistic benchmarks. I talk about why it’s smarter (and far more useful) to look at local or regional brands doing great work, especially those serving similar audiences. Let’s be aspirational, yes...But let’s also be grounded in reality.

In this episode of Poetry and Marketing, I’m sharing a haiku I wrote just this morning: Marketing planning Needs more than authority; It needs a leader. I use this poem as a jumping-off point to talk about something I see all the time in small and mid-sized businesses: a massive leadership gap in marketing. I walk through a typical (and deeply flawed) setup where a young, often underprepared marketing manager is thrown into the deep end, reporting to a CEO or a VP of Sales with no real marketing background. These folks may have authority, but they’re not equipped to lead. And that disconnect? It’s killing marketing outcomes. If you’ve ever wondered why marketing feels like a mess or why you’re not seeing results, I think this episode will help connect the dots. It’s not about blaming anyone, it’s about recognizing the underlying issues and starting to fix them.

In an age of advanced analytics it's surprisingly easy to lose the scent of what's really important: results that matter to the company's bottom line. If you want to be successful in pay per click, you need to focus on the needs of the customer before the cost of the campaign; otherwise you're just paying to get more people to content that doesn't work.