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And the Super Bowl 54 Commercial Winner is????

It was a big year for Fox Corporation who sold out the 77 coveted Super Bowl 54 commercial slots by Thanksgiving 2019. The cost of a 30-second commercial spot was about $5.6 million, according to AdAge. That’s over $400 million in ad spend alone.

Is this a wise investment for companies? According to Gary Vaynerchuk, who appeared on the Fox and Friends show Saturday morning, the $5.6 million is a bargain for those who can afford it since the Super Bowl still regularly draws an audience surpassing 100 million people. And, the hype around the ads before, during, and after the Super Bowl game guarantees your ad will get seen many more times than just during the game. 

So, here is my question. How can you get the biggest bang for your advertising investment?

My answer. Tell a story and not just any story. Tell your customer’s Story, and here’s why. 

What does Story do to our customer’s brain? When people lose themselves in a story, their...

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What is One of The Most Important Marketing Items You Need?

marketing Jul 11, 2019

What do you think is the most important marketing item that you need to have"?

Let's see a website? Ah, no!

A brochure? No!

Business Cards?


Let's see, oh, I need a logo? That's the most important thing!

Absolutely not.

That is not the essential first marketing item that you need.

The most important marketing item that you need is a One-Liner which comes from the movie industry. The One-Liner is used by screenwriters and producers to sell their idea for a movie and get funding. Often, the One-Liner is used to advertise the movie when it comes out.

It's also known as an elevator pitch, but elevator pitches tend to have a bad rap. One reason is most times people follow bad advice, and most recommendations on how to create an elevator pitch are often wrong.

You need to create a One-Liner, and it's a straight forward formula.

  • The first part is the problem. Not your problem but the problem your customer has that you solve.
  • The second part of your One-Liner is the...
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I Read the Book “Building a StoryBrand”, Now What?

branding marketing Jul 05, 2019

You read the book “Building a StoryBrand” by Donald Miller and loved it. Now you want to implement his recommendations to up your marketing game but don’t know where to start.

I will be leading a live Webinar session which will provide a roadmap for implementing recommendations from the great book, “Building a StoryBrand”. 

I will describe the One-Liner which is what you use to answer the question “What do you do?”, provide a formula for creating a One-Liner, and provide live feedback to attendees. I also will discuss how to create an effective tagline for your business.

The Webinar will be held on July 23, 2019, at 2:00 PM EDT and you can sign up here:

I hope to see you there. Make sure you register early. This session will fill up quick.



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Where in The World Has Russ Stalters Been?

Uncategorized Jun 18, 2019

Where in the world...

Ok, it has been a really long time since my last Blog post. We all fall off the horse one time or another. I wanted to share what’s happened over the last several months.

First Ever 3 Week Vacation

In March, my wife Linda and I took a long vacation (3 weeks!) to Australia and New Zealand which included a week on the Dave Koz Cruise which was amazing. We never take a vacation this long and this extended break was rejuvenating.

Here are a few pictures of our amazing time in Australia and New Zealand.

Perth, Australia at night from our room.

Dave Koz & Friends at Sea Cruise

We both love Smooth Jazz and this was a week-long cruise with 12-15 hours of live music each day from some of the World’s biggest Jazz stars including Dave Koz, Tower of Power, Peter White, Candy Dulfer, Gerald Albright, Richard Elliot, Rick Braun, and comedian Tommy Davidson to name a few.

We met an amazing Australian artist who is literally a one-man band. ...

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Striving for Excellence, One Amazing and Surprising Example

I watched an excellent documentary about the making of Peter Gabriel’s Album “So” on Amazon Prime Video the other day. The film is called “Peter Gabriel: So” which included interviews of Peter, the artists who performed on the album, and the engineers and producers about their experiences making one of the great albums of our time (in my opinion).

What struck me as I watched, was Peter Gabriel’s almost obsessive attention to detail and the desire to create the perfect recording. It took over a year to record, mix, and produce the Album.

Here are examples of how Peter strived for excellence:

  • He searched and assembled a world-class team who he trusted and relied on for input
  • He was obsessed with achieving what he termed “sonic innovation”
  • He made sure that the songs told stories that moved the audience and made them feel
  • Some portions of the Album were recorded over and over to achieve his vision of perfection
  • For example, the single...
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Stop Wasting Marketing Money on Billboards That Are Confusing!

Uncategorized Nov 19, 2018

I saw this digital billboard in the Atlanta Airport last week. Now, I am an experienced information technology (IT) 25-year professional and I consider myself an insider. But when I saw this billboard I was totally confused by the words on this Ad.

Digital display rates Range between $3,500 - $9,500 per ad per 4-week period for one display. Or, for one year, a company can spend $42,000 - $114,000 just for one sign at an airport.

Think about it, if a company like Informatica wants to advertise at the big airport major hubs in the United States including Atlanta, San Francisco, Los Angeles, Chicago, Denver, Dallas, Houston, Toronto, New York (3 airports), Philadelphia, and Washington DC they can spend for a year as much as...


And remember, this is the cost for just for one display in the airport. At some of the larger airports, most companies would want to have multiple displays for that airport. So, if they place multiply that number by the number of displays.

What a...

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What Does it Take to Get a Meeting?

branding marketing sales Oct 02, 2018

Last Friday at the Information Governance Conference 2018, I conducted a Vendor Workshop titled “Stop Wasting Money on Marketing”.

One of the questions that came up and that I hear often was “Since you were an IT Executive Buyer, what would get you to take a meeting? Would it be an email or a webinar?” 

Well, here’s the answer I gave.

Unless I knew the person sending the email or if the subject happened to match the big problem I was trying to solve, then that “cold” email was instantly deleted. As for webinars, if your potential buyer is relatively senior at all, they rarely will invest the time for a webinar. Sometimes they will, but it is rare.

So, what can you do?

My recommendation is to contact the influencers on your buyers’ team who he/she listens to. While I was leading the strategy and the teams to manage the information and data for BP from the Gulf Oil Spill I would only meet with potential suppliers and solutions...

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Has It Really Been 47 Years? What I Learned from Becoming an Eagle Scout

personal development Sep 25, 2018

Yesterday was a very special day: it’s the 47th anniversary of my becoming an Eagle Scout! 

I didn’t remember this milestone but I received an email yesterday from the National Eagle Scout Association marking the day with the subject, “Happy Eagle Anniversary!”.

As I read through that email the memories of that day and my journey to become an Eagle Scout flooded my memory. I started to reflect on what this meant to me and what I learned from this experience.

That was a very long time ago and it took me several years to finally achieve that significant milestone. Here are some of the lessons I learned along the way:

#1. Any significant accomplishment starts when you take the first step.

I started this journey when I was 8 years old. Throughout the six years, it took to become an Eagle Scout, I would have never achieved this milestone if I had not taken that first step. Remember, you can’t finish something if you don’t start. Take that...

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10 Things I May Have Never Told You...

Uncategorized Sep 04, 2018

So much of what’s out there these days lack a personal connection. Many people are simply afraid to really be themselves. I thought I’d have a little fun with this update and share another side of me and the work I do in order to prove I’m not a robot that stays locked away working all day.

Here are 10 things you may not know about me…

  1. I was part of the generation that was mesmerized by the space race to the moon. When I was 12, my brother and I built from scratch, a replica of a Gemini spacecraft that we actually spent time in during a simulated mission in my garage in South Florida, in the summer, without air conditioning. What were we thinking?
  2. I should not be alive! I am an Eagle Scout and while hiking at the Philmont Scout Ranch I slipped and fell off a cliff 40 feet into a creek. An inch in either direction and I would have probably been killed. Miraculously, I landed around a big boulder in 4 inches of water. I refused to quit and hiked for four more...
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3 of My Favorite Marketing Books – Have You Read Any of These?

personal development Jul 26, 2018

I love this quote from Stephen King, “Good books don't give up all their secrets at once.” I reread and study some of my favorite books which continue to tell me their secrets.

When I started focusing my business on helping others clarify their marketing books became some of my best friends. They spoke to me in ways mere humans could not, they were a constant companion when traveling, they were there in hotel rooms and while waiting for my flights.

These are some of my favorites – so whether you’re looking for a fresh source of inspiration, education, or just plain entertainment, consider checking these out. There are tons of great titles out there, but these have been really meaningful to me.

Book 1: Beyond Bullet Points: Using PowerPoint to tell a compelling story that gets results by Cliff Atkinson

Communications expert Cliff Atkinson shows how to apply classic storytelling tenets and practical, research-based guidelines as you work with Microsoft...

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