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A Bedtime Story

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About Joe Hage

Thanks for visiting my Web site.

I’m Joe Hage, a senior marketer, AED advocate, blogger, husband, and dad. I’m a good guy to know for marketing strategy, marketing communications, online brand building, and new ideas.

I love marketing. (Click here for my resume, partial portfolio, or endorsements). I’ve marketed Jell-O and Kool-Aid, Campbell’s and flowers, brokerage and insurance, and now, medical devices. Rebranding my company, building its Web site, and its social media presence (with a blog, Twitter, Facebook, LinkedIn, and YouTube) has been hugely satisfying for me.

Now that you’re here, let me give you a few reasons to stay.

If you’re a marketer, The First Three Questions is “the most important” marketing piece on the site. I recommend you have solid answers to these three questions before you spend a dime on marketing.
If you’re a parent, A New School Supply is “the most important” video for parents and those responsible for others’ safety.
If you’re a friend, My Wife, My Life for stories about Beth, and Hage family photos for pictures of my kids.
If you want a laugh: Those Other Joe Hages and 28 Random Facts About Me.

Thanks for visiting, and continue on to read my FAQs.

JDH FAQs

How do you pronounce your last name?
Rhymes with page.

What’s the D in “JDH” stand for?
You’ll never guess. It was my grandfather’s name.

What do you do for a living?
I’m the Director of Marketing Communications for Cardiac Science, a publicly traded medical devices company on the Nasdaq (CSCX). We focus exclusively on noninvasive ways to manage heart disease.

Do you like it there?
The job’s perfect for me. I get to raise overall awareness of Cardiac Science, its unique offerings, and increase sales and goodwill through clear communications and a new, more approachable brand.

Hey Joe, where are you going with that gun in your hand?
I don’t know. Why don’t you tell me?

Why do you keep a blog?
I used to get this question often. I wrote “Why Do You Keep a Blog?” in reply. More than anything, I’m entertained when I’m learning. And I’m learning how to build an online brand with my blog.

Why do you have a 917 cell phone number?
It’s my own little way of saying, “Hey, I’m a New Yorker.”

Where in New York?
Born and raised in Brooklyn, youngest of three and the only boy. We moved into our house on my third birthday. Mom and Dad sold the house when I turned 40. Now we live outside Seattle, Washington.

How do you like living in Washington?
It’s a great place to raise the kids. We have a backyard, the dog can run around, and Beth is happier than any time since she met me back in 1995.

A pretty big change from living on the Upper East Side of Manhattan!
It was bigger to go from a NYC apartment hallway to a swing set in the backyard. What was important then (Broadway, traveling) isn’t what’s important to us now (Zach, Luke, their development, our family).

Are you still acting?
No. But I joined my church choir. My priorities:
• My kids and family.
• My work.
• Social media, reading, and learning. I like to follow the market and subscribe to RealMoney and Investors.com.
• Spirituality. I teach Zach’s catechism and belong to The Art of Living.
• Giving back.

What kind of “giving back”?
I joined a Board of Directors member for a not-for-profit but it wasn’t for me. Then I stumbled upon Biznik, a business networking site for small business owners. I learned some stuff, met and hired some great people, and began giving some marketing strategy time and advice to some who could otherwise not afford me. I see it as a public service and it keeps me sharp.

For example, I talked more than 20 Biznik members through their positioning statements. Sometimes I do one-on-one consultations. It can be very gratifying.

What do you do for fun?
I relax with my boys, with a book, and online. I write.

I am a Dadomatic contributing author. I co-wrote Barack Lobster. I did a silly little video to support my friend Joe who “ran for office” on the MSN original “Republicrats” ticket. It was shown at the New York Television Festival, Joe tells me. They laughed. It made me happy.

I’m somewhat embarrassed to admit that I uploaded my favorite Wharton Follies clips onto YouTube. But clearly not so embarrassed that I don’t want you to see them anyhow!

How did you like Wharton?
Loved it. Two of the best years of my life. I keep in touch with a number of my classmates and report back quarterly for the Wharton Alumni Magazine.

Poke around the site, leave comments, and ask questions. Thanks for visiting.

Joe

P.S. Keep in touch. And subscribe if you’d like an email when I post new content.

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My wife, my life

“My best friend, my life partner” ~ inscription inside our wedding bands

Joe Hage, Beth Hage

On our wedding day in 1998

I got very lucky when I found my wife Beth. We met in 1995 at a birthday party she crashed. Victor Carlson, the guy on the other side of the cubicle wall told me earlier that day, “Dude, I’m bringing this girl to Thano Chaltas’ party. She just broke up with her boyfriend.”

I knew she was the one after she surprised me on my 30th

I knew she was the one after she surprised me for my 30th

I asked her out at the party. Our first date was the next day. We took the New York tram from Manhattan to Roosevelt Island. It was one of the first dates I hadn’t choreographed: I’d never been there before, I didn’t know what to expect. We walked to the end of the island and, because I hate backtracking, cut through what I think was a hospital to get to the other side. “Just follow me and act like you’re supposed to be there,” I asked this girl I had met the day before.

Been together ever since.

Two weeks ago Beth asked me to lift my head from the computer screen. “Joey,” she said, “I want your full attention. We should talk.” She told me, “There’s something going on. I can’t put my finger on it but you’ve been a bit self-centered lately. It comes in waves and you’re entering one of them.”

In Cape Town, making me laugh

Funny in Cape Town (click any photo to enlarge)

She was right. I had become less receptive to other people’s needs, more focused on my own. This pattern comes in “Joey cycles,” as she calls it. We talked about ways I’ve come out of past cycles and she asked me to take those steps.

Without a second thought I said yes. I said to Beth yesterday, “I know better than to tell you no because you are always right.”

Funniest thing she ever said

We weren’t dating two months when I took her to a party in Long Island thrown by a friend from Wharton. Everybody there, it seemed had an MBA. I don’t know what conversations I got into but apparently they weren’t typical conversations for Beth.

At our first JazzFest in New Orleans

At our first JazzFest in New Orleans

When we got in the car she let me know how she felt relative to the ‘impressive people’ she met at the party.

“I feel like the winner of a pie-eating contest.”

Still makes me laugh.

The first time I sent roses to her office she laughed and laughed. The card, which I dictated over the phone to the florist, read, “I herd you like roses.” Herd. “This is so funny,” she knew, “because of how fanatical you are about language.”

We still have the card.

Beth before kids

I'm now forbidden to ski; stay alive for kids

I'm now forbidden to ski; stay alive for kids

Beth worked in the garment industry in Manhattan when we met. She worked at Macy’s out of school, at Nautica, and later as Director of Production for the largest manufacturer of sleepwear for Wal*Mart. Toward the end there in 2000, it wasn’t fun anymore.

The story I best remember illustrated her frustration at work. She told me how she was checking on a shipment that was running late. “The shipment is on the boat” (a third-world equivalent of “the check is in the mail”), the fax read. Later she learned the shipment hadn’t even been produced(!). There was a bountiful rice crop that year – all the workers took higher-paying jobs in the fields.

Wal*Mart wasn’t amused.

I was doing well as Director of Relationship Marketing for 1-800-FLOWERS.COM at the time. “Don’t work,” I told her. “Find something you enjoy doing.” And so, when we returned from a three-week trip to Botswana (oh, the trips we used to take before the boys came), she quit. She took some classes, and ultimately re-discovered her art.

Original photo

Original photo (click to enlarge)

Beth's original art

Beth's original art (click to enlarge)

As “Painting with Paper,” Beth makes collage work unlike anything I’ve seen. We have four pieces hanging in our home. She does pieces on commission, mostly for friends and through referrals. A true artist, she loves the creation, not the selling. “I don’t feel right charging my friends too much,” she says. Only after I calculated an hourly rate reasonable for hand-crafted commissioned work did she relent. I posted a few of her pieces on this post about strong positioning. (Want a unique portrait of your own? Email me.)

Beth Hage, mother extraordinaire

Beth loves her brothers (here, pregnant with Zachary)

Pregnant with Zachary; laughing with brothers

I tell her, “Beth, you are the best mother I know.” She has a hard time accepting the compliment.

Our boys have a lot of energy. She’s great with them; knows how to channel their energy more productively. She speculated why Zachary had trouble focusing in class and discovered for him Tomatis (something about the bone conduction in his ear) and, separately, eye therapy (she tells me he could have lost vision in one eye had “we” not caught it). She’s working through some Lucas issues too: It comes naturally to her.

I remember when we were newlyweds. She wondered if she’d be a good mom and thought she’d be a better “girl mom” than a “boy mom.” She realizes now that she was definitely supposed to be a boy mom.

She’s a true soccer mom. She plays in a league for herself AND coaches Zachary’s soccer league. She took him to T-ball, she graduated along with him to junior baseball where she coaches that too. Lucas, who prefers individual sports (biking, scooter, driving anything he’s allowed to drive) gets all the freedom he needs to explore.

She’s a great “doggy mom” too. Brooklyn, our King Charles Cavalier is 100 percent Beth’s dog. He has two people in his life: “Momma” and “Not Momma.” You, me, my kids, we’re all “Not Momma.” I come home from a week away, I get generous tail wagging. Momma comes home from the store and he goes freakin’ nuts: whimpering, climbing on her leg, running around. Sleeping on our bed is insufficient for Brooklyn. Sleeping on Beth is better. When I leave in the morning, I see the back of Beth’s head buried in a pillow, the dog draping her neck like a scarf, checking me out as I leave.

Our family (click to enlarge)

Our family (click to enlarge)

Lucky

People tell me I’m lucky.

I know.

Beth, I love you. I’m grateful for everything we have. She makes me laugh: Last month I noted the 14th anniversary of the day we met.

“14 years. That’s a lot of Beth,” I told her. “That’s a lot more Joey!” she immediately replied.

She’s right. And I’m grateful I have someone so strong to keep me on the straight and narrow.

I love you, Beth. I love you.

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Life after Safeco

Safeco Friends,

It’s been 51 weeks since I last Safecoed with you. A lot can change in a year.

I work at Cardiac Science and really enjoy it.

(The Cardiac Science equivalent to the Safeco Playbook was my first assignment back in November.) We’re building the category and I can save a life through the sale of an AED (automated external defibrillator) or get someone back on his feet after a cardiac event.

The family is great.

Zachary started first grade and Lucas started full-day pre-kindergarten this week. They have their own blog (email me for a link). And with both kids in school Beth gets to resume her art (let us know if you have a special photo in mind).

I discovered [Read more...]

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Strong positioning paves the way for good copy

Steve’s Niece

My wife Beth Hage is an artist. You may know her as Beth Polinsky from Waterford, CT, a Syracuse University graduate or the Hon. Janet Polinsky’s (Connecticut State Legislature) daughter.

JaguarJust as she would with any product or service, Beth needs a positioning statement to let her audience know what she offers and why they should be interested. Testimonials and her body of work are her supporting claims.

As we covered in The First Three Questions, we needed to fill this in:
To (whom),
(who/what) is the (what is your frame of reference?)
that (what is the benefit that the “whom” will realize?)
because (what are your supporting claims?)

Beth’s positioning statement is:
To proud parents, animal lovers and folks looking for whimsical and highly personalized gifts, Beth Hage is the collage artist who can transform your favorite picture into a unique piece of art, hand crafted to detail the light, the vibrancy and movement.

Click to enlarge ‘Little Lindsay Faye’

Beth made a conscious choice: her work — and her clientèle — are whimsical.

Positioning versus copy

Your positioning statement is meant for you, not your customer. You’ve done your homework: you know your customer insight and source of volume. The positioning statement helps you understand what you’re about so you don’t stray from your marketing strategy.

But positioning is not intended to be copy. A strong positioning statement arms an able copywriter to get your point across without having to spell out the whole thing. Using social proof, the copywriter can help the reader visualize why this product is right for her.

Painting with Paper

We named Beth’s company Painting with Paper. We felt it illustrated the concept and, she found, her clients tend to be intrigued by her process and the mixed media she uses as materials. Here is Beth’s copy (enlarge the thumbnails for a better view).

Click to enlarge ‘Clay’Do you have a favorite picture?

Imagine it as a unique piece of art, hand crafted to detail the light, the vibrancy, the movement. I hand cut and place highly colored papers down on canvas to transform any picture into an energetic collage of color, balance, and whimsy.

Click to enlarge ‘Mitchell’s Boo-Boo’I make a slide from your photograph and project the image onto a canvas, to trace the general image. I look for interesting aspects to highlight, and subdue the less important ones. Then, I find the richest (from my palette of more than 700) highly colored papers to hand cut each detail – every shape, shadow, shade – to make the image jump off the canvas. I’ll pour over hybrid materials and textured papers to enhance each piece to give a more three-dimensional look.Click to enlarge ‘Samantha Brown Eyes’

Glitter highlighted Lindsay Faye’s “Happy New Year” crown. A little corduroy for Mitchell’s hat, some pressed flowers for the “Flower Girl,” and a fibrous textured paper overlay for “Man’s Best Friend.”

To create a sense of movement, I intentionally don’t match up the outlines with the paper. Some areas are purposely left undone, to create a sense of closure, where your eye and mind work together to complete the picture. Your mind balances it for you.

Let me know when you find that perfect photo. I’d love to interpret it for you or for someone you love.

In closing

I love my wife’s artwork and wanted to feature it here. And, with all my writing about positioning, I wanted to make sure readers understand: even the best positioning statement should not substitute for good copy. You’re responsible for thinking through the questions. Find a great copywriter to sell it to your masses.

I’ll leave you with two of my favorite pieces of Beth’s work. Enjoy, and drop us a line. Beth would love to hear from you.

Click to enlarge ‘Onondaga’

Click to enlarge 'Botswana Photo Shoot'

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Joe Hage family photos Jan-May, 2008

Lucas (4) at left, Zachary (6) at right

Brothers in arms

Click to enlarge the thumbnail images.

Kissing the babyTime for a crewDon’t jump!
It’s a surprise!Just doin’ my job!Ice cream breakFunnymanBubblebath15th in the StatePippy LongbooglinSplashdown!Goooal!