(Don't Fear) The Dashboard
The Briefcase | Sutherland Weston Marketing Communications
Release Date: 08/05/2025
Repeat After Me
The Briefcase | Sutherland Weston Marketing Communications
A good line is memorable, but a great line is memorized, and sometimes "simple" gets a lot more done than "snappy". On this episode of The Briefcase, Ric Tyler talks us through some of Sutherland Weston's marketing miracles, and talks about the qualities of a solid catchphrase. What you’ll learn: Not everyone will sing your jingle, but with a catchphrase or slogan, you have a bigger audience you could reach. A line could be- and should be- tweaked to be more memorable if the opportunity arises. "Don't forget your rope" can be said a lot easier than "grommets"! A good...
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Get To The Good Stuff!
The Briefcase | Sutherland Weston Marketing Communications
Quick! This episode of Sutherland Weston's The Briefcase is about catching attention in the business sphere! You need to cut right to the chase to make sure you've got your customers' attention in this busy world, especially as it gets busier and busier. What you’ll learn: 1976 was a very different time, and among the many things that have changed is the general attention span: nobody wants to wait over two minutes to get to the good stuff. Attention is a currency that we spend scrupulously in this world: you need to make sure your material is worth it. Lead with the best information...
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You May Need A Niche (However You Pronounce It)
The Briefcase | Sutherland Weston Marketing Communications
If you're a jack of all trades, you're the master of none— but if you focus on a subject matter, you can become that subject's master. On this episode of The Briefcase, Drew McLellan, CEO of Agency Management Institute and author of Sell With Authority, returns to discuss vocation, location, and business truncation, and how giving yourself a speciality will make your business special. What You’ll Learn You can try and serve everyone, but you'll be spreading your company very thin: specializing in your clientele allows you to give a better overall product. Specialized expertise...
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Website Working Against You?
The Briefcase | Sutherland Weston Marketing Communications
The homepage is meant to help your business, but if not used correctly, all it'll do is hinder you. On this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, talks about the website side of businesses and what can break (or make) the customer experience. How is a website like an octopus? You'll have to listen to find out. What you’ll learn: There's a three-second test you can use to see if your website's landing page shapes up. In three seconds, could a new visitor tell what you do, who you serve, and what to do next just by your...
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Don't Sleep On January
The Briefcase | Sutherland Weston Marketing Communications
On this episode of Sutherland Weston's The Briefcase, CEO Elizabeth Sutherland celebrates the most wonderful time of the year: the fourth quarter! Between the November and December holidays, you might think that after the hubbub, you should take a break. But don't think you can coast through this last section of the year: If you want to start the next year right, give future you the present that they need the most— a solid, structured plan! What You’ll Learn Even through the December rush, planning ahead for the new year is imperative for a good start. Harvard studies show that...
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Stop Selling Stuff!
The Briefcase | Sutherland Weston Marketing Communications
What if the goods and services you're offering offer you no good service? What if what you're selling shouldn't be what you're buying? On this episode of The Briefcase, Drew McLellan, CEO of Agency Management Institute and author of Sell With Authority will tell us how to do what was previously thought utterly impossible to say on a business podcast: STOP SELLING STUFF! What You’ll Learn Consumers look to services to solve problems: stop selling things when you can sell expertise. Expertise should be shared with a client over time to establish ease of understanding, to solve problems with...
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Why Google Ads Are Gobbling Budget (and How To Fix It)
The Briefcase | Sutherland Weston Marketing Communications
Sometimes, even when you put in the work and fork over the cash, the numbers still look like they don't care. You might start to wonder if you've been ripped off! On this episode of The Briefcase, Makaila Hickey, Sutherland Weston's Digital Content Strategist, talks about some common symptoms of dashboard sickness, and how Google ads don't waste money, it's a bad strategy that does. What you’ll learn: Match types are integral to good advertising: a sweet deal on bicycle seats won't mean much to a bus driver. Ads don't live in a vacuum: if you grab the customer's attention but don't...
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The Red Thread
The Briefcase | Sutherland Weston Marketing Communications
On this episode of Sutherland Weston's The Briefcase, Shelley Sund, Vice President and Director of Client Services of Sutherland Weston, leads us down the rabbit hole of brand consistency. What makes a clean image? Why is it so important? Who else is doing this right...? Join us before the conspiracy board as we crack this case wide open… the case of The Red Thread! What You’ll Learn Establishing a common theme between different parts of your brand increases the magic and reinforces your mission statement. Big brands like Disney or Dove use The Red Thread to reinforce their...
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Converting Podcast Listeners Into Customers
The Briefcase | Sutherland Weston Marketing Communications
On this episode of Sutherland Weston's The Briefcase, CEO Elizabeth Sutherland joins Ric Tyler and continues their discussion on the art of the podcast and how to ensure it works as intended. You might have ten hundred hits, but how do you get those numbers off the screen and into your business? Elizabeth gives three invaluable tips on the art of turning listeners into customers! What You’ll Learn Give listeners a reason to act, and quick! Give them something to do! Podcasts with guests are more than good conversation; they're built-in marketing partners. Your podcast works best if it...
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How To Make Sure Your Podcast Is Working For You
The Briefcase | Sutherland Weston Marketing Communications
On this episode of Sutherland Weston's The Briefcase, CEO Elizabeth Sutherland joins Ric Tyler as they get a little meta with this all, and talk about just what makes a podcast pull its weight. How do you make sure your program isn't just an ego experiment, and how can you tell when you've started to get where you want to go? Tune in to find out. What You’ll Learn How to tell when your podcast is hitting the mark. The right reasons to start up a business-oriented podcast: It's a committment! How to structure your podcast to make money-- either directly, or indirectly.
info_outlineIn this episode of The Briefcase, Jordon Meyer, founder and CEO of Granular, talks about the free tool ready to help business owners navigate the marketing landscape and see how far they've come!
- How crucial it is to your business to track your marketing performance regularly.
- The tools you have at your disposal to master the spreadsheet, like Google Analytics, WordPress, and Shopify.
- How working with agencies or data-rich platforms can provide valuable comparative insights and help make smarter marketing decisions.