The Briefcase | Sutherland Weston

Sutherland Weston
  • 5.0 (5)
  • MARKETING

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase! Listen in on our quick conversations -- born from everyday observations -- that deliver practical marketing ideas that you can carry with you! Consider these "brief" "case" studies! Gotta question for the Sutherland Weston team? Connect with us at SutherlandWeston.com!

  1. Repeat After Me

    5D AGO

    Repeat After Me

    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 line on paper will often be outshined by a great line in practice: even if something reads weak, it might turn out very strong when used.

    3 min
  2. Get To The Good Stuff!

    12/23/2025

    Get To The Good Stuff!

    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 you have— what can you save and simplify for people? What can you do for them that's worth their time?

    2 min
  3. You May Need A Niche (However You Pronounce It)

    12/16/2025

    You May Need A Niche (However You Pronounce It)

    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 allows for greater outreach, as you're the one person that your clients can get your services from. Adopt your niche slowly: in the beginning, you can work a bit outside of it, but as you grow your business, you should stick to a calling.

    4 min
  4. Website Working Against You?

    12/09/2025

    Website Working Against You?

    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 homepage? Every page on your website should answer a single simple question. Confusion on your site doesn't lead to conversions. A website that you don't like to update will not end up updated: so a simple design is better for both your customers and you!

    4 min
  5. Don't Sleep On January

    12/02/2025

    Don't Sleep On January

    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 businesses that set clear priorities for the future are more likely to hit their overall goals. Bring a little structure to your 2026 planning now, and your plans in 2026 will thank you.

    3 min
  6. Stop Selling Stuff!

    11/25/2025

    Stop Selling Stuff!

    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 efficiency, and to keep them wanting more. If you want your services to be seen as reliable, you'll want your services to be known as consistent.

    5 min
  7. Why Google Ads Are Gobbling Budget (and How To Fix It)

    11/18/2025

    Why Google Ads Are Gobbling Budget (and How To Fix It)

    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 deliver on the follow-through, you won't see the numbers you want anytime soon. Improperly tracking your conversions can lead to results that don't look good. By keeping tabs on the right values, you might find you're actually right where you want to be.

    5 min
  8. The Red Thread

    11/11/2025

    The Red Thread

    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 image and philosophy. You don't want to look like a garage sale: establishing a specialized theme is important to establishing success.

    4 min
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Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase! Listen in on our quick conversations -- born from everyday observations -- that deliver practical marketing ideas that you can carry with you! Consider these "brief" "case" studies! Gotta question for the Sutherland Weston team? Connect with us at SutherlandWeston.com!

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