Don’t Hate Us Because We’re Beautiful

May 09, 2017   /   by  Diane Callihan

There are better reasons to hate us

It’s hard to believe, but not everyone likes us.

We’re a little weird. Our Creative Director occasionally meows like a cat. Our Director of Operations threatens to murder us all on a regular basis. We’re not entirely sure our CTO is human.

If you met our CEO, he’d probably call you “Bro” (even if you’re female) and challenge you to a game of cornhole.

It would be easy for us to act all corporate and buttoned up in our marketing, use the word “leverage” a lot and be respectable. Put stock photos on our site so it looks like we wear suits, shake hands and spin globes.

But that’s not who we are.


We once made a joke on our unsubscribe page that we’d feed a kitten to an alligator every time someone unsubscribed, and some people got REALLY MAD. As if we just had an unlimited supply of kittens and alligators lying around.

(I’m not allowed to make animal jokes anymore. Thanks, Internet!)

Our brand video (below) may have made a few disparaging remarks about latte-drinking hipsters in skinny jeans, and we got some huffy emails from a few millennials who would probably kick our asses except that their pants are too tight to move their legs.

It’s okay if not everyone likes us.

Let your originality – your specialness, your brand personality – come through in your online content.–Ann Handley & C.C. Chapman, Content Rules

Brand Authenticity: Keepin’ it Real

The cool thing is that the people who do like our stuff tend to be the people that we really want to work with. Smart. Witty. Fabulously rich.

This is personalized marketing at its best. Remember that whole “power of positivity” movement a few years back? It theorized that whatever you put out into the universe is what you attract.

The point of all this – THERE IS A POINT! – is that you shouldn’t be afraid to put personality into your brand, your marketing and everything you do.

Be authentic. True authenticity will set your brand apart in today’s highly competitive marketing. People are attracted to real and can sniff out fake in a heartbeat.–Ted Rubin, Branderati

Take a risk. Be your crazy selves. And attract leads that you’ll love.

BTW – if you like us, let’s work together, become besties and eat tacos, Bro. We’re real people and we’re real good at this marketing stuff. Let’s talk.

Diane Callihan

Diane Callihan

With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.