contact us

We'd love to hear from you. 


Vancouver
Canada

+1 604 816 9704

I help organizations learn and market their products and services better. I am not biased to any particular marketing technique, channel, tactic or niche. I focus on the best solution to solve an issue or capture an opportunity, even if that means someone else coming in to do the work.

With over 17 years of experience and an ongoing fascination for all things marketing, I have a breadth of marketing expertise across a deep roster of clients whom I work with directly or via partnerships such as the BDC or independent communications agencies.

For me, the best way of working is hands on, roll up my sleeves and open source  collaboration with people and teams. Of critical importance is that the team learns and grows throughout my work so that they are engaged, vested and could do it themselves the next time round.

I’m also an ambassador for Hyper Island dubbed the “digital Harvard” and helped bring their master class  to Vancouver in 2013 for the first time. I speak at and moderate panels at industry association events and I write for local, national and international trade press. 

Prior to founding Eustress Marketing Coaching, I worked at a large multinational agency in various roles in many cities including Vancouver, Dublin, Budapest, Munich and London. I ran local, national, regional and global accounts and even led local office in Vancouver. 

Blog

Isn’t Everything Click Bait?

richard sandor

There has been lots of chatter about the rise of click bait and how the likes of Upworthy suck people into clicking on a story. They do this by testing various headline versions for their human interest stories. Upworthy's top headlines read something like:

9 out of 10 Americans are Completely Wrong About this Mind-Blowing Fact. 

Dustin Hoffman Breaks Down Crying Explaining Something that Every Woman Sadly Already Experienced. 

This Kid Just Died. What He left Behind is Wondtacular.

(And those are click bait without the images that go alongside.)

It reminds me of a fantastic cartoon I recently read by

xkcd

Let’s back up a step or two.

Advances in technology have brought more devices, increased processing speed, increases data coverage (mobile & WiFi ) and more social media platforms. As a result we are exposed to more.

More news.

More gossip.

More status updates.

More ads.

More work related topics/sources we need to be on top of.

More stories of interest.

More updates/images from friends and family.

Basically, more content in a variety of forms.

All of this content fights for our attention and our clicks.

Click to read the full story.

Click to watch the video.

Click to share.

Click to like or favourite the photo.

Click to comment on the blog.

When you look at your email, FB, twitter feed, news and whatever else – it all is click bait. That tweet, post, news headline or subject line - they are all vying for your attention and some behavioral click.

As more brands and publishers (old and new) dive into content and to tell stories – the amount of content in cyberspace will only increase.

The problem isn’t click bait. Click bait is the symptom.The problem is that it is increasingly difficult to get noticed in a world where the consumer has growing and infinite content options and only a finite amount of time and attention.  

Comment