On Process

Before I started Hatchet, I worked as an in-house marketing specialist for a company without a marketing process. Wing it, wince, repeat: that’s how we treated each campaign. As a consequence, we had to convince ourselves that our bad ideas weren’t that bad. Unsurprisingly, we executed those ideas poorly and blew a lot of our money. Continue reading “On Process”

Regain Control of Your Marketing Campaign: A Relationship Case Study

The Partner

Established in 2011, Chimney & Masonry Outfitters is a chimney and masonry restoration company that serves homeowners, contractors and commercial clients. The company provides services to maintain the full-functionality of chimneys, including sweeps and inspections. They also restore, repair, design and install masonry work of any kind. The CMO mission is to create an experience that exceeds all expectations for everyone involved. Located in the Meridian Kessler neighborhood, the company operates within Indianapolis and the surrounding areas. Hatchet has been partnering with CMO since 2015.
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Align Your Marketing Strategy With Sales Goals: A Relationship Case Study

The Partner

Mainstay Manufacturing began with the founding of Fab2Order, a metal fabrication company, in 2000. Fab2Order’s growth led to the conception of an affiliate production machining company, Machine2Order. In 2018, the two organizations were formally merged into one organization: Mainstay Manufacturing. The company serves small to medium-sized business organizations and makes industrial components to customer specifications. Located in Brownsburg, Mainstay seeks to fill the metal component demands of Midwest manufacturers in Indiana and surrounding states. Hatchet has been partnering with Mainstay since 2014.
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On Messaging

In order to market and sell your business’ product or service, you have to be able to communicate with precision and efficiency. Presenting your customers with a concrete message, one that snags attention with pain points and underscores the necessity for your product or service, is vital. If you have a business, you have a message—even if your message hasn’t been translated into concrete language yet.
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On Vision

In our recent blog post, we argued that good marketing brings clarity to your business. However, it’s impossible to gain clarity if your business’ vision is murky—or only exists within your mind. Before you can gain momentum, you have to put your business’ vision into concrete language. And for this to happen, all the leaders of your business have to be brought on board. Vision is something built; this means both the owner and leadership need to contribute and be heard.
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Your business’ problem isn’t its website, SEO, or social media strategy. It’s a clarity issue.

All of Hatchet’s partnerships begin with a kickoff meeting. We use this meeting to poke holes in the new partner’s existing sales and marketing processes. This helps us locate the root problem that marketing needs to solve. It’s standard, and it’s indispensable. However, business owners often feel responsible for limited growth and hide the real problems with bullshit responses. If you say your business’ problem is simply the fact that you aren’t making more money, then you’re concealing the truth. Falling behind a major competitor is a problem. Generating new business in a fluctuating market is a problem. Marketing to the wrong level of clients is a problem. Asking an array of directive questions helps these real issues rise to the surface.
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Your content matters. That’s why you shouldn’t write it.

We begin with a portrait of Francis, a copywriter. He doesn’t wear pants to work. No, those are trousers. There’s a full inch of exposed sock above his worn oxfords. That’s the difference. Francis doesn’t talk much. He chews gum instead. If he does amble into a conversation, he spouts apothegms and wild anecdotes. He sure can craft a compelling story. That one about his best friend, the vibraphone mechanic? Phew. You learn something new each day. Francis brings his MacBook to work in a weathered typewriter case. Smith Corona. So, he’s the literary type. He’s married, or isn’t married, or is. It doesn’t matter.
Continue reading “Your content matters. That’s why you shouldn’t write it.”