Jared Spool is definitely an admirable guy. He is (as they say here in Boston) "wicked smaht," and he has a great sense of humor, which is my measure of a person.
But I'm writing about him this week because he also understands marketing. And more importantly, he has fun with it in a way I wish I saw more often, especially in the B2B space.
Jared runs User Interface Engineering, a research and consulting firm specializing in Web site and product usability. UIE recently began promoting a usability seminar it's running this October. But instead of relying on predictable messages and dry pitches, Jared has penned personal email missives to those of us on his list.
Sure, he tells us why we need to go to his conference. But he also gives us a human element that reveals a bit of Jared's own quirkiness and personality. It's both appealing and effective.
Last week, for example, he told us how he cast his net far and wide for the most expert experts in the world of Web design… and he also sent out the first installment of a new comic strip, starring "LL Spool J."
I wish more B2B companies lightened up a bit and followed Jared's lead. His approach stood out from the noise because it was creative and fun. But most importantly, he got his message across.
Isn't that what we all want?
This week, our own BL Ochman talks about what some companies might be doing to infuse a little more creative oomph into their own marketing. Be sure to check out her article, "Ten Companies That Missed Great Blog Opportunities."
Elsewhere this week, Stephan Spencer weighs in with part three of his riveting series, "Unlocking Google's Hidden Potential as a Research Tool." Check it out. You'll learn a ton about accessing the Holy Grail locked inside Google.
Until next week,