Anthony Ragland

Fractional CMO

Friday, September 22, 2023

Open Letter to David Scheidt

Dear Mr. Scheidt,

I am thrilled that you’re here.

It was a pleasure speaking with you and your team last week. We covered a lot in 30 minutes.

This is a defining moment… so please read this entire open letter.

But if you decide to skip ahead and miss out on the learnings… scroll to the P.S. at the bottom for my offer.

I know you’ve worked hard to build CalMed Hawaii… so you deserve for it to thrive.

In of itself, being an entrepreneur is extremely difficult. But building a profitable, scalable and sustainable business is even more difficult.

Some of the world’s most successful entrepreneurs have said their breakthrough came when they partnered with someone who is great at marketing, branding, and advertising… mastery of these three functions is how you become a wildly successful entrepreneur.

Here’s a little known secret…

I assert that most marketers and marketing agencies are really, really bad at marketing.

Unfortunately, they have the faintest idea about marketing fundamentals and principles… and they flat-out lack essential marketing knowledge, skills, and abilities (KSAs).

How do I know?

Because I’ve been a marketing practitioner for over 23 years. And I’ve done every job in the marketing department… so I know fundamentally-sound marketing when I see it.

I’m also very observant.

I pay attention to marketers on social media… and I listen to marketers at marketing conferences and in Facebook groups. And believe me, Mr. Scheidt… it’s a sad state of affairs.

Marketers today think posting on social media, which is akin to posting a yard sign on the side of the road, is marketing. No sir… that’s called “shameless self-promotion”. And not before long an audience will get fatigued… and fatigue leads to a damaged brand reputation.

Don’t get me wrong, Mr. Scheidt… it’s not all on the shoulders of marketers to be good at their jobs.

Marketing channels have never been more noisy and distracting for consumers. And those channels have never been more complex and misunderstood by business owners trying to position their brand, acquire customers, and grow YoY revenue.

There are proven, time-tested fundamentals that apply to marketing, branding, and advertising that require advanced experience, strategies, and tactics.

Unfortunately, the majority of marketing agencies today don’t apply the basic fundamentals to their client’s marketing campaigns because they either don’t care, don’t have the experience, or don’t know what they are doing… I suspect it’s a combination of all three.

Agencies today typically hire entry-level talent to “do the client work” without providing them with experienced marketing leadership, coaching and support.

BeGreat!™ Agency is the opposite.

As Fractional CMO, I bring over 50,000 hours of marketing + branding + advertising experience to help CalMed Hawaii be great at the fundamentals.

I contribute brand strategy, creative direction, and persuasive copywriting to our world-class marketing team and to our clients’ campaigns.

In the late 1980s, the American Association of Advertising Agencies introduced a strategy called integrated marketing communications (IMC). Today, the most successful advertising agencies in the world use IMC as the central campaign strategy to increase revenue, and market share, for the most successful brands in the world.

IMC takes your marketing campaigns from unconnected functions, to one interconnected function. It merges your campaign into one dependable message, which creates a consistent brand experience across every marketing channel… this is a critical approach to reach today’s omnibuyer.

Mr. Scheidt… have you heard of the ‘curse of knowledge’?

It’s all too common among business owners and marketers. Frankly, they become too close to their products and services to effectively position their brand to their audience and differentiate it from their competitors. The curse of knowledge is a cognitive bias that cripples revenue growth.

That’s why it’s a good idea to hire a brand marketing consultant… you need a branding expert with a fresh pair of eyes to conduct a SWOT analysis of your brand vision, strategy, creative, and communications to ensure that you’re hitting the bullseye.

My team and I will perform a heuristic brand audit and produce a detailed SWOT analysis of your competitors and your brand assets. Our analysis will give you a 30,000 foot view and a clear-line-of-sight on how to position your brand in the marketplace.

Even if you have an existing marketing agency or in-house marketing team, it’s a smart idea to invest in a brand SWOT analysis to ensure they are not chopping down trees in the wrong forest (ie… wasting valuable time and money).

A wise man once said…

Sight is having the ability to see things as they currently are.
Vision is having the capability to see things as they could be.”

BeGreat! Agency brings clarity of sight and vision to your brand.

We’re aligned with the past, present, and future of marketing, branding, and advertising.

Take it from me, Mr. Scheidt… nothing is more important than aligning your brand with an agency that deeply understands your vision, and can craft a strategic plan to significantly grow your YoY revenue.

Revenue growth greater than inflation is a strategic imperative for a healthy and thriving business. Your business has to grow EVERY. SINGLE. YEAR. or it will eventually die.

I encourage you to get your business ready for the future by scheduling a brand marketing consultation with me. This is the first logical step towards elevating your revenue outcomes and becoming the definitive leader in your industry.

BeGreat! is the only agency I’ve seen, read about, or know of that guarantees a 2X or more ROI and YoY revenue growth.

Revenue growth is our agency’s job, responsibility, and oath to client partnership. We also offer exclusivity to our client partners… meaning we will not work with another company in your industry or territory over the course of our engagement.

As a business owner, you have nothing to lose and everything to gain by collaborating with me on your brand strategy. Because significantly growing your company’s revenue each year cannot be ignored.

In today’s competitive business environment, companies who truly harness the compounding power of brand marketing will win and achieve unparalleled success.

Brand development has always been a competitive advantage… and it still is in 2022, onward.

You’ve seen it… advertising platforms like Google and Facebook are becoming super expensive and the ROI is minuscule at best… you and your competitors are racing to the bottom.

But when you invest in your brand…

You are racing to the top… you gain separation from your competitors and differentiation in the marketplace.

If your business is not positioned for the future of modern marketing and the race to the top, then your business runs the risk of fizzling out and dying.

If the global economists’ and World Bank are correct about the impending recession, then pivoting and investing in your brand right now is the strategic next step to level up past your competitors, survive the recession, and dominate your market going forward.

Kick the tires and let’s discuss your brand’s strengths, weakness, opportunities, and threats.
Schedule more consultations with me and let’s change your growth trajectory.

All the best,

Anthony Ragland
Fractional CMO
BeGreat!™ Agency

I’ll also share a successful IMC campaign and the creative assets we produced for a current client. We increased the conversion rate of their Google Ads campaign by 400%; and ranked them in the top search results on YouTube for dozens of important keyword searches. They are on track to 2X their YoY revenue.