Writing on Your Wavelength

What can I expect from Mark Lusky?
Results. Since 1982, Mark has been generating results for clients. By telling their stories effectively, efficiently, and enthusiastically. On budget and on time. Time after time. Mark knows how to work long-term. And spring into action on a moment’s notice. Leading to relationships built instead of bridges burned. 

What does Mark expect from clients?
Integrity, honest communication, valuing what Mark does, decisiveness, enthusiasm. Otherwise, why work together?

Why do I want good writing?
Because it can build credibility and establish a competitive edge. Strong, compelling writing engages, educates, and entertains. It harkens back to the longtime New York Times motto, “All the news that’s fit to print.” Make words matter instead of writing content “that prints to fit.” Just filling up space is not a good content strategy. It’s even worse when misspellings, poor grammar, and typos are the rule—not the exception.

Why do I want thought leadership incorporated into the overall strategy?
Thought leadership offers companies opportunities to share their knowledge and helpfulness with target audiences, and focuses on developing trust, respect, and likeability. It doesn’t set out to be a direct selling tool. Rather, it’s designed to enroll prospects and enhance relationships with existing clients/customers. It’s also the perfect complement for other, more sales-oriented efforts. Business development specialists use thought leadership to prime the sales pump.

Why doesn’t Mark offer a “retail” price sheet, so I can know exactly what I’m paying?
Because you/your company’s writing isn’t (or at least shouldn’t be) a cookie-cutter operation. Anyone looking for off-the-shelf content can find it elsewhere. Just as with any creative craft, it’s important to get a feel for the challenge at hand, then develop a suitable, efficient, and cost-effective solution. That said, part of Mark’s pricing strategy is always to assess where/how content created for one purpose (e.g., a published thought leadership article) can be adapted, excerpted, and/or repurposed for a variety of other uses. Not only does this provide continuity of message and impact, but it also gives you the best bang for the buck!

Will Mark’s efforts make my phone ring off the hook?
Generally, no. Mark’s tactics are designed to reinforce marketing messaging, build credibility, and help drive sales. For example, sales/business development can use a relevant, published thought-leadership article featuring your company to emphasize why you should be hired, how you can further build an existing relationship, and why you bring a competitive edge to the table.

How do I measure results?
That depends on your aims. Are you looking to build presence and credibility? Do you want to test a variety of keywords via SEO to drive better website traffic and determine what messaging, approach, or offers resonate best? Are you trying to bolster a direct-response marketing campaign to move prospects through the sales funnel with focused calls to action? Again, companies, challenges, offerings, and expectations are unique. A results-measuring program needs to be customized to address these issues.

What if I need my marketing and content to focus on recruiting and retaining the right talent or strategic partners rather than on client sales?
No matter what the audience(s)—clients/customers, prospects, employees, partners, vendors, investors, or other stakeholders—everyone merits consideration based on what you can do for them and with them. In other words, customer service, “people over profits,” ESG and B Corps aims, and the like all should address the bigger picture of “doing good not just being good.” In many cases, a single core messaging platform tailored to a variety of stakeholders—including employees and partners—will prove highly efficient. Companies that only care about the bottom line need not continue the conversation. Mark works with individuals and companies that champion the idea that taking good care of clients, customers, employees, and other stakeholders leads to healthy profits and investor ROI as natural consequences. Think Costco!

Why is Mark drawing a “line in the sand” about the need for capitalism with a conscience (aka conscious capitalism) championing the values identified above?
Five decades of experience and the current polarization between old-line, bottom-line companies and enlightened enterprises seeking to enrich the planet, not just themselves, offer clear distinctions. At a strictly business-relationship level, bottom-line companies typically do not value their buyers, employees, or other stakeholders—except shareholders—to any great extent. Among other things, this means that they also won’t value what Mark does and will constantly adhere to Oscar Wilde’s proclamation about cynics knowing the “price of everything” and the “value of nothing.”

So, is Mark seeking companies pursuing ESG, B-Corp, and other aligned objectives?
Only if it’s being done for the right reasons—which include true dedication to the “doing good” pieces of the puzzle. Too many companies claim to champion these principles but, in fact, are really only pursuing the bottom-line benefit of designations and certifications. Mark calls that “hogwashing,” much like hypocritical efforts in the environmental sector are known as “greenwashing.” At the end of the day, it’s simple, basic, and timeless: Mark gravitates to doing business and associating with companies he trusts, likes, and respects. Period. Companies building these types of relationships—no matter how they’re labeled, presented, or promoted—are the real deal. That’s who Mark wants to meet.