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Meet Greg Snyder

Today we’d like to introduce you to Greg Snyder.

Hi Greg, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
I’m Greg Snyder, President, CEO, coffee brewer, and sometimes janitor at Incognito Marketing and I’ll help you grow your business. I’ve created outstanding advertising and marketing tools for companies like yours since 1974.

I have a triple degree in Marketing, Journalism, and Advertising Design, but the important thing is that I know how to help you enhance your position in the marketplace. You’ll benefit from my years of experience with companies of all shapes and sizes, from Fortune 100 to small local shops.

I’ve been privy to their backroom discussions about marketing, finance, production, delivery, technology, human resources, and every other subject imaginable. I’ve witnessed good decisions and not-so-good ones . . . the result is the equivalent of a Ph.D. in business management, marketing, finance, and human psychology.

I started in 1974, before computers, e-mail, and the internet. We used drawing boards, x-acto knives, and glue. All design was drawn by hand and the text was written on a typewriter. It was a craft. The process had many steps and took a lot longer than today.

Making the transition to computer design, photography, etc. was daunting until I realized these were only new tools and that the basics of advertising and marketing remained the same.

Those basics are:
1. You have to know your audience – what they want, need, fear, hope for . . . and the problems they face.

2. You have to know the product or service you are selling – how it delivers the wants, needs, . . . and solves those problems.

3. You have to find a way to get the attention of the audience with intriguing headlines and images.

4. Then you have to clearly explain the features and benefits of the product or service.

5. Then you have to expand on the benefits to show and sell them on how they will be better off if they buy from you.

6. Then you have to urge them to take action – call, email, text, visit your website, etc.

So, technology simply provides more delivery systems for your strategic marketing message. It is the same as it always was, just far more choices.

Although Incognito Marketing helps clients of all kinds, twenty years ago, I developed special expertise in marketing for manufacturing and engineering companies because I believe they are important to the future of our country.

I was inspired by my Grandfather and my Dad. My Grandfather could make anything from next to nothing. Born in 1884, he left his Kansas farm home at the age of 16 and became a cowboy, driving ranchers’ cattle across the plains to railheads at Abilene and Dodge City.

He also worked on the Atchison, Topeka, and Santa Fe Railroad, and drove a beer wagon in Tulsa, Oklahoma, (during the 1921 race riot, but that’s another story for another time). When I was born, he’d been a farmer in the Ozark Mountains in Northeast Oklahoma for many years.

If he needed a new beam for the barn, he’d go out in the woods, fell a tree, hitch up the mules and drag it home. Then he’d square it up with a hand adze, rig up a pulley system and hoist it into place in the barn. It was simple and direct. When there was a problem.

He’d engineer a solution and solve it. It had to be efficient because his resources, strength, and energy were limited. He had no power tools, except for the old tractor that he rigged up to power a sawmill by jacking it up, removing the wheel, and attaching a drive wheel drum with a leather belt. The belt turned another drive wheel drum on the table saw. Big Blade! Seemed like magic to me.

Like my grandfather, my dad worked with his mind and his hands. He was a petroleum engineer, solving complex problems for a living in the oil field. Together, they taught me how to make things work, with ingenuity and quality craftsmanship.

The bottom line is that I’ve always been attracted to engineering and manufacturing companies. I love working with them to attract new businesses to help them succeed.

The best part of my job is discovering how these people solve problems for their clients and then spreading the word through strategic marketing campaigns, websites, social media, etc.

Incognito Marketing is committed to supporting American Manufacturing. We believe that Manufacturing is vital to economic strength. We need to create and protect primary jobs with good wages by building shippable goods for domestic and foreign consumption.

The economic impact of manufacturing jobs is far higher than service jobs, creating a ripple effect in our communities. We work with economic development groups to create new businesses and expand existing markets through exporting. Doing what we can to rebuild American Manufacturing and the Heartland.

On a personal level, I’m a guy who likes to backpack, rock climb, travel (especially road trips), eat breaded fried foods with gravy and lots of Tabasco, listen to all kinds of music from country to opera, reads voraciously, likes to spin a good yarn, tell a joke, laugh a lot and enjoys exploring ideas.

I also paint, shoot photography, write and renovate old houses. Not too bad for a kid that grew up in Texas, New Mexico, and Oklahoma. I’ve worked West Texas oil fields, done landscaping, driven a school bus, taught rock climbing and survival, even managed a pizza place during college . . . all to get to this place where I haven’t had a real job in just about forever, (and love it that way!)

So. . . what’s the bottom line? If you’re serious about growing your business with the value of my creativity and experience, give me a call. It will be profitable and fun! I look forward to hearing from you by phone, E-mail, rock through my window, or whatever method suits you best. Let’s talk about how we can all make some money and have fun doing it.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Being a business owner for a long time has given me a lot of freedom, and it brings responsibilities that are sometimes difficult. Selling our services so we have the cash flow to pay overhead and payroll, conforming to tax, accounting, and legal requirements, finding, hiring, and managing employees, etc. – these things usually run like clockwork, but not always.

I’ve been through and survived five major economic downturns. During these times it was difficult to sell enough work to pay the bills and had to work harder and get more creative.

Making the transition from old methods to computers was difficult – and it is still a challenge to stay on top of the ever-changing digital world. Software for building websites, social media, digital advertising, Search Engine Optimization, (SEO), digital photography and manipulation, computer illustration, etc.,

The trick is to not only learn the new software and changes but to keep the advertising/marketing message friendly and human, so it doesn’t feel like it was created by a computer.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
What sets me apart from others is that I get to know the audience and craft a marketing strategy and message that gets their attention in this world where they are bombarded with advertising. I do this with combinations of words and images that are different, sometimes audacious, yet speak to their psychological needs, hopes and preferences.

This has to be accomplished in 3-5 seconds because people don’t have the time to figure out complicated messages. I’m proud of this ability and use it daily, especially on social media posts and on the home page of a website.

Any big plans?
I am constantly working to attract new clients and serve existing clients. Keeping up to date on marketing methods, digital tools, photo and illustration techniques, etc. No major changes are on the horizon, the magic is in showing up every day and doing what you do better every day.

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