How We Identify Prospects

Search Engine

Our prospects are established companies that have old websites. It’s not hard to qualify them, as a trained eye can tell pretty quickly whether a website is SEO compliant. But reaching out to these companies is the trick. How do you politely and tactfully say, “You need a new website.” It’s not unlike seeing a print advertisement then approaching the …

Why Do We Do Business?

Knot

Why do we get up every day and leave our families to work alongside others who are all aspiring to move things forward? Sure, we do it for a paycheck. But at some point most of us realize that our work extends far beyond what we’re paid for it. Our time is invaluable. No amount of money in the world …

5 Ways that Veteran Leadership Shapes Our Company

veteran dog tags flag

Veteran’s Day. In America it’s the one day a year when we honor those willing to serve the nation in the highest order—the defense of our freedom. Two-thirds of Ether consists of military veterans. I was in the US Air Force active duty, and then later in the National Guard, and Nicole was an officer in the US Navy. We …

Thinking Inside the Box

At some point the term “think outside of the box” was adopted by the advertising industry to represent something like “high creative” thinking. And I’ve never understood it. If my job is to solve problems using creative thinking, then I need a foundation of truth to base the rationale for the thinking. If A and B, then C. Over the …

Truth, Authenticity, & Transparency in Marketing

I once worked for a guy who was famous for saying, “Always tell the truth, there’s less to remember.” About ten years after working with him I read somewhere that he ended up in prison for fraud. That’s funny. Nonetheless, “Always tell the truth there’s less to remember” has been a cornerstone of my life over the years. The truth …

Should Brands Get Political?

Politics and branding

Checking out my Facebook news feed today, I had one friend complaining that he was going to cancel his NFL Sunday Ticket because some NFL players were protesting by kneeling or locking arms during the National Anthem. I had another friend ask for liberal contractor recommendations because she said she didn’t feel comfortable giving a large amount of work to …

The Best Advertising is the Truth

truth in Advertising

When I first got into the ad biz in the 90s, I had visions of Darren Stephens and Larry Tate conjuring ways to get their clients to agree to crazy concepts that may or may not even be true. After all, I grew up in the days of Marlboro billboards. Advertising wasn’t about the truth, it was about sales. So …

The Story of Ether

My name is Jim Mitchem. I’m a writer and one of the founders of Out of the Ether.  We thought it was best that I wrote this post because it’s pretty long, and gets a little weird in places. I met Jeff Sutthoff, the other founder and our chief designer, as the result of an ad I ran in 2001. …