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HAND-WAVY 
ONE TRICK 
PONIES GET SHOT STRATEGY, SERVICES 
& WHY WE GET FIRED 
CONTENT IDEATION 
STUFF 
The leading interactive internet marketing agency 
Ian Lurie 
@portentint 
www.portent.com
CEO & Founder
portent.co/onetrickpony 
Yes, like this, no ‘m’.
REMEMBER THIS, IT’S IMPORTANT
THE PROBLEM 
WHAT ‘STRATEGY’ IS 
HOW TO BE STRATEGIC 
1 
2 
3
THE PROBLEM 
1
I GOT 
FIRED
THE 3 STAGES OF GRIEF
J 
hey, no worries, we did 
great work together, i 
understand. you can hire 
us again when you leave 
that dump hehehehehe. 
MATURE ACCEPTANCE
J 
we did great work 
together. they can hire 
us again when they 
leave that dump 
hehehehehe. 
RATIONALIZATION
L 
what the 
hell?!!! 
FRUSTRATION
WHY?!!!
I DID A SURVEY
FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 
100% 
50% 
0% 
Agency Client
PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS 
Value 
Transparency 
Cost
WHY?!!!
CHECK OUT THE 
SEO!!!!
BUT WHY?!!!
HEY! PRODUCTS ARE EASIER!
LET’S ‘PRODUCTIZE’ OUR SERVICES!!!
sigh
DESIGN 
SEARCH MARKETING 
LOCAL SEARCH 
CONTENT MARKETING 
LINK BUILDING 
PAID LINKS 
WAP 
INBOUND MARKETING 
SEO 
VIDEO SEO 
SOCIAL MEDIA 
PAID SOCIAL MEDIA 
BLOG POSTING 
GUEST POSTING 
INSTAGRAM MARKETING 
PINTEREST MARKETING 
BANNER ADS 
MEDIA BUYING 
DEVELOPMENT 
E-COMMERCE DEVELOPMENT 
MOBILE 
RICH MEDIA 
INFLUENCER MARKETING 
DIGITAL PR 
AFFINITY MARKETING 
PERFORMANCE MARKETING 
AFFILIATE MARKETING 
ARBITRAGE 
CONTENT SPINNING 
CROWDSOURCED UPVOTING 
TWITTER MARKETING 
FACEBOOK MARKETING
THE TACTIC IS NOW THE PRODUCT
THE PRODUCT BECOMES A HIGHER RANKING
THE PRODUCT BECOMES A PRETTY WEB PAGE
THE PRODUCT BECOMES ONE FEATURE
CHECK OUT THE 
SEO!!!! 
check out my 
digital content 
app mobile 
marketing
CHECK OUT THE 
SEO!!!! 
OUR PRODUCT IS 
JUST LIKE _____ 
BUT FOR ___
IF THE TACTIC IS THE PRODUCT 
YOU’RE A ONE-TRICK PONY
CHECK OUT THE 
SEO!!!! 
NOOOOOOOOOO
THE TACTIC BECOMES THE GOAL
TACTICS LOOK EASIER OVER TIME
TACTICS SEEM LESS VALUABLE OVER TIME
DIMINISHING RETURNS
“WE’VE NOW EDITED 32 TITLE TAGS” 
“TRAFFIC FROM ORGANIC SEARCH IS UP 10%” 
“THIS WEEK, WE DID THESE 10 THINGS”
THE CLIENT DOESN’T BUY A TACTIC OR A FEATURE
THE CLIENT BUYS AN OUTCOME
FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 
100% 
50% 
0% 
Agency Client
MAKE THE OUTCOME THE PRODUCT AGAIN
CHECK OUT THE 
SEO!!!! 
yes please, 
strategy! better 
than bullets!
WHAT ‘STRATEGY’ IS 
2
FIRST, FEW MYTHS MUST DIE
$40,000 please
$40,000 please 
NO
“WE NEED A 2-YEAR STRATEGY”
“WE NEED A 2-YEAR STRATEGY” 
NO
THERE IS A STRATEGY
THERE IS A STRATEGY 
NO
STRATEGY = GOAL
STRATEGY = GOAL 
NO
STRATEGY 
A PLAN OF ACTION OR POLICY DESIGNED TO 
ACHIEVE A MAJOR GOAL
STRATEGY 
A PLAN OF ACTION OR POLICY DESIGNED TO 
ACHIEVE A MAJOR GOAL 
NO
STRATEGY ISN’T A THING
A PLAN IS A THING
STRATEGY IS AN APPROACH
STRATEGY TESTS & EXPLAINS 
TACTICS IN TERMS OF AN OUTCOME
STRATEGY TESTS & ADJUSTS 
TACTICS IN TERMS OF AN OUTCOME
STRATEGY DRIVES GOOD TACTICAL 
DECISION-MAKING
HOW TO BE STRATEGIC 
3
FOUR COMPONENTS OF STRATEGY
SET GOAL(S) 
FIND PARAMETERS 
USE THE FEEDBACK LOOP 
DELIBERATE REPETITION 
1 
2 
3 
4
LURIE SPACE TOURISM 
OH, AND DON’T FORGET STRATEGY WEEEEEEEEEE
GOAL 
1
A MEASURABLE OUTCOME THAT MEANS SUCCESS
YOU ARE HERE
OR HIGHER CUSTOMER VALUE 
OKEE DOKEY
PARAMETERS 
2
CONSTRAINTS, OPPORTUNITIES AND METRICS
OPPORTUNITY: BIG BUDGET
OPPORTUNITY: GREAT PRODUCTS
OPPORTUNITY: LOW BODY COUNT
webpagetest.org 
OPPORTUNITY: AWFUL SITE
Lurie Space Tourism 99% survival rate!!! 
WEEEEEEEEEE 
Great space tourism by the 
leading space tourism company 
on Earth, Lurie Space Tourism. 
Our space tours are the best kind 
of tourism you’ll find. 
We promote and provide tours of 
Mars and the moon. Our Mars trip 
is the best one-way option for 
Mars travelers. Our moon option 
is a fantastic round-trip moon 
experience for moon travelers. 
1.800.SPA.CERS 
Free space sickness 
kits! 
Fastest transit to 
Mars! Start your new 
life today! 
Space travel is cool! 
Another happy customer
webpagetest.org 
OPPORTUNITY: AWFUL CONTENT
Great space tourism by the 
leading space tourism company 
on Earth, Lurie Space Tourism. 
Our space tours are the best kind 
of tourism you’ll find. 
We promote and provide tours of 
Mars and the moon. Our Mars trip 
is the best one-way option for 
Mars travelers. Our moon option 
is a fantastic round-trip moon 
experience for moon travelers.
ASSET: AMAZING IMAGERY
YOU ARE HERE 
CONSTRAINT: TIME
CURRENT METRICS
FEEDBACK LOOP 
3
EVALUATION AND SELECTION OF TACTICS
TACTIC/IDEA 
DOES THIS VIOLATE CONSTRAINTS? 
WHAT’S THE PRIMARY IMPACT? 
WHAT’S THE SECONDARY IMPACT? 
WHAT’S THE COST? 
PITCH/PLAN 
REFINE
MEASURE TACTICS AGAINST OUTCOME
ASK
IS THIS TACTIC, GIVEN PARAMETERS, 
THE BEST WAY TO ACHIEVE THE OUTCOME?
JUSTIFY AND EXPLAIN THIS 
TACTIC IN TERMS OF THE OUTCOME
DELIBERATE REPETITION 
4
SCHEDULE REGULAR STRATEGIC SESSIONS
ENSURE OUTCOME REMAINS THE FOCUS
THE WHOLE TEAM
NO PROCEDURAL STUFF
2 HOURS, MINIMUM
PUT IDEAS THROUGH THE FEEDBACK LOOP
LEAVE WITH AT LEAST ONE IDEA
SCHEDULE REGULAR CLIENT CHECKINS
PRESENT YOUR IDEAS TO THE CLIENT
EXAMPLES
IDEA 1: REDESIGN THE LST SITE
Lurie Space Tourism 99% survival rate!!! 
WEEEEEEEEEE 
Great space tourism by the 
leading space tourism company 
on Earth, Lurie Space Tourism. 
Our space tours are the best kind 
of tourism you’ll find. 
We promote and provide tours of 
Mars and the moon. Our Mars trip 
is the best one-way option for 
Mars travelers. Our moon option 
is a fantastic round-trip moon 
experience for moon travelers. 
1.800.SPA.CERS 
Free space sickness 
kits! 
Fastest transit to 
Mars! Start your new 
life today! 
Space travel is cool! 
Another happy customer
Messaging $25,000.00 
Rewrite content $15,000.00 
Information architecture $55,000.00 
Design $65,000.00 
Wordpress 12.1 setup $45,000.00 
Mental remarketing setup $151,000.00 
Total $356,000.00 
*not adjusted for inflation
JUSTIFY AND EXPLAIN THIS 
TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: ROOM FOR IMPROVEMENT
OPPORTUNITY: BIG BUDGET
ASSET: GREAT IMAGES
CONSTRAINT: 1 YEAR TO MEET GOAL
TIME TO LAUNCH: 3 MONTHS
INCREASE CONVERSION RATE TO .6%
$22,500,000.00 
9 months, remember
IDEA 2: SOCIAL AUDIENCE BUILDING
Mental remarketing $15,000.00 
Post creation $55,000.00 
Drone reposting $65,000.00 
In-brain sentiment analysis $25,000.00 
Total $160,000.00
JUSTIFY AND EXPLAIN THIS 
TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: BIG BUDGET
CONSTRAINT: 1 YEAR TO MEET GOAL
TIME TO LAUNCH: 3 MONTHS
TIME TO IMPACT ?????
10 CUSTOMERS ATTRIBUTED LAST YEAR
DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST
$200,000.00 
assumes instant impact
COULD BE MUCH BIGGER, BUT WE DON’T KNOW FOR CERTAIN
PARK IT FOR LATER
IDEA 3: HIRING AN IN-HOUSE TEAM
Full-time design team $210,000.00 
Writer $55,000.00 
Strategist $190,000.00 
Nerd $90,000.00 
Total $545,000.00
JUSTIFY AND EXPLAIN THIS 
TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: BIG BUDGET
CONSTRAINT: 1 YEAR TO MEET GOAL
AGENCY COST: $750,000.00
TIME TO LAUNCH: 3 MONTHS
TIME TO IMPACT: 6 MONTHS?
HUGE IMPACT
BUT IT’LL TAKE 9 MONTHS
DISCUSS W/ THE CLIENT, BUT FOR NOW…
SET GOAL(S) 
FIND PARAMETERS 
USE THE FEEDBACK LOOP 
DELIBERATE REPETITION 
1 
2 
3 
4
CLIENTS & CUSTOMERS BUY AN OUTCOME
SO SELL THE OUTCOME THEY WANT
STRATEGY RECRUITS AND EMPLOYS 
TACTICS IN TERMS OF THAT OUTCOME
AND CONNECTS THE TWO.
Many services companies fail because they 
confuse tactics with outcome. A deliberate, 
strategic approach can fix that.
STRATEGY SAVES ALL ONE-TRICK PONIES 
BECAUSE THEY’RE NOT ONE-TRICK ANY MORE
CHECK OUT THE 
SEO!!!! 
i am da 
boss!!!
ON KINDLE 
bit.ly/onetrick
(METAPHORICALLY SPEAKING) 
HAND-WAVY 
OPEN FIRE 
CONTENT IDEATION 
STUFF 
Ian Lurie 
@portentint 
www.portent.com 
The leading interactive internet marketing agency 
portent.co/onetrickpony

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