Chasing Two Rabbits

Don’t you love pithy sayings: packed with wisdom, insight and power with the bare minimum of words? Just so you know that Facebook isn’t the only place they surface these days, I am making one the focus of today’s edition. (ha)


The more I think about it, these axioms resemble the morals at the end of each Aesop’s Fable. You remember those? There was a short back-story that described a crow and  a pitcher, or a tortoise and a hare. Maybe I should make up something for this one...


A man chasing two r abbits catches neither.


The meaning of this is not particularly obscure. It doesn’t even go too deep. It’s simple and direct. An academic today might rewrite it

like this... your likelihood of success decreases with the number of tasks in which you are engaged. Jack Palance’s character in ‘City Slickers’ held up his index finger and implored Billy Crystal to “find your one thing.”


This all applies to advertising, marketing, and communication! Remember the two rabbits when you produce the following:


An Email

The temptation is to tell them everything you want the reader to know – and all in the first paragraph! Resist that. Ultimately, you want one action after reading your words – what is it? This applies to subject lines as well.


Your Mission Statement

I am not saying a multi-prong mission won’t  co n n ect, but it is strong evidence that a laser-focused statement keeps staff on track, energizes donors, and governs everyone’s daily tasks. Read Charity Water’s "Bringing Clean and Safe Drinking Water to People in Developing Nations."


An Advertisement

While I don’t mind including a social media icon in an ad, wouldn’t you get more results if you ran an entire ad devoted to the many and specific benefits of being a friend,  follower or fan?


A Blog

Blogging, by its nature, seems to be a stream-of-consciousness exercise. As humans, our thoughts are scattered and non-sequential... unless I am hanging around a strange set of people. The best blogs are very specific in their teaching, so that each story and thought reinforces the point.


A Sermon

Can I get an “Amen”!


P.S. Send me a favorite saying you like.

A google ads report for a company called vision

Harnessing Two SEM Strategies (8/10)

By Blake Conover • May 14, 2025
Yes, SEM absolutely deserves its own spotlight! It’s not some overlooked, red-headed stepchild of Search Engine Optimization (SEO). I can say that—I used to be a redhead. Search Engine Marketing (SEM) is a powerful tool for driving targeted leads and sales through your website. Done right, it delivers quick results, precise targeting, increased visibility, and an impressive ROI (return on investment). So, what exactly is SEM? It’s all about boosting a website’s visibility on search engine results pages through paid advertising. Think of it as giving your business a front-row seat in the dynamic marketplace of search engines. SEM generally encompasses two key strategies: Pay-Per-Click (PPC) Advertising : Here you bid on keywords relevant to your products or services. When users search for those terms on platforms like Google or Bing, your ads can appear right at the top of the results, catching reader’s attention even before organic listings. You only pay when someone clicks on your ad—hence, “pay-per-click.” Display Advertising : While PPC focuses on text, display advertising takes a more visual route. This involves placing eye-catching banners or interactive ads on websites within networks like Google Display. By targeting specific demographics, interests, or even particular websites, you can get your ad message in front of the right audience at the right time. At 1Vision, SEM is as much art as science. We start with in-depth keyword research to uncover high-value search terms tailored to your business. Then, we craft custom campaigns that target demographics, interests, and locations. Our Digital Media Specialist closely watches performance metrics, tweaking bids and strategies to ensure your budget works as hard as possible. Whether your goal is brand awareness, website traffic, or lead generation, there are SEM techniques that can help. Over time, SEM can feel like a trusted and productive member of the marketing family.
A notebook with sticky notes on it including one that says largest

Implementing Budget-Friendly Content (6/10)

By Blake Conover • April 16, 2025
Growing up, we didn’t really have a budget—we had a father. Requests for frivolous items or fleeting joys (no matter how much I begged for candy) were met with a sympathetic smile and a gentle pat on the head. Looking back, I realize dad was teaching me the value of deferred gratification and the art of managing resources wisely. Perhaps that’s also where I learned the importance of investing in what truly matters. In today’s world, content is king, and creating impactful content requires the same discipline my father had: focusing on what’s essential and resisting the temptation to let distractions drain time and money. To clarify, I define “content” as any media that communicates a message. This includes blogs (like this one), podcasts, social media posts, websites, videos, and ads. The best content reveals something genuine about its creator, leaving the audience feeling like they know them better after engaging with it. Great content is relevant, original, authentic, engaging, and actionable. It should inspire the audience to act while resonating with their needs and interests. Informative blog posts, entertaining videos, or engaging podcasts can be developed with creativity and expertise, capturing attention and driving action. Importantly, you don’t need an extravagant budget to create meaningful content. By using cost-effective distribution channels and repurposing content across multiple platforms, you can amplify your message and maximize your reach without overspending. It’s a great mentor/parent lesson: prioritize what matters most, focus your efforts, and invest wisely. Whether in managing a family’s finances or creating communications content, the principle remains the same.

Are you investing 10-20% in marketing?

By Blake Conover • February 12, 2025
Successful companies do. Successful companies typically allocate a growing percentage of their total revenue towards marketing and advertising expenses. Is that self-serving advice? YES, if you hire marketing professionals! Is it true? YES, as backed up by experience and research (below)! Of course, this percentage can vary based on the industry, business size, and specific marketing goals. By industry, here are some reported average expenditure percentages. 1 INDUSTRY MARKETING BUDGET (% OF COMPANY REVENUE) Banking/finance/insurance - 9.49% Communications/media - 14.27% Consumer packaged goods - 25.19% Consumer services -11.74% Education - 11.50% Healthcare - 6.80% Manufacturing - 3.75% Pharma/biotech - 12.83% Professional services - 7.08% Real estate - 10.61% Retail wholesale - 14.52% Service consulting - 21.00% Tech software/platform - 11.80% By devoting a significant portion of their operating budget to marketing and advertising, successful organizations can continuously drive brand awareness, maintain customer and donor loyalty, and drive growth. Are you? 1 Marketing Budget: How Much Should Your Team Spend in 2024? [By Industry ]; June 17, 2024; The CMO Survey , Statista, September 2023 release date, 316 respondents https://blog.hubspot.com/marketing/marketing-budget-percentage#marketing-budget-percentage ;
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