In modern digital marketing, a lot of people use a technique called the “Spray and Pray” method. This is where you create so much generic content, your laptop starts filing HR complaints, and then you fling it all over the internet, hoping something—anything—goes viral. This strategy does, in fact, get attention. But so does streaking through a Rotary Club luncheon, and nobody recommends that as a long-term business plan. Think of “Spray and Pray” as standing in a crowded room, shouting, “HEY...

Executive Summary (60-Second Read) The Problem: Michael Straza, an operations expert, spent years writing insightful LinkedIn articles that generated zero inbound leads. Despite his expertise, his text-based content blended into the noise, failing to build the necessary trust to drive business. The Solution: In June 2023, Mike partnered with CLEAVER Creative to pivot from text to video. He replaced static articles with authentic, face-to-camera storytelling that humanized his brand. The...

If you know Durham, you know King’s Sandwich Shop. Standing in line there recently, it hit me: We overcomplicate marketing. We build robotic profiles like "Age 35-45" and wonder why our content feels flat. Here is the fix: Stop inventing characters. Pick a real client you love working with. When you create content, write it specifically for them. Your tone becomes natural. Your message hits harder. You attract more people just like them. HubSpot data shows this approach increases leads by...