In a recent episode of Curve Ahead, we had the privilege of speaking with Rick Jaffe, president of EPS Communications, a marketing agency with an impressive 34-year history. This conversation provides valuable insights into how marketing has evolved and what remains constant in an ever-changing digital landscape.
The Journey from Teacher to Marketing Pioneer
Rick’s story begins unexpectedly – as a teacher and coach whose communication skills caught the attention of a parent who introduced him to direct response marketing. This pivotal moment led him to Saga Holidays, where he learned the fundamentals of list building and emotional marketing that would shape his career.
“One of the largest facets was how, in fact, do you create marketing collateral materials back in those days and invoke an emotion to get them to call an 800 number and book travel?” Rick explains.
His experience with Saga Holidays during the 90s provided a foundation in marketing fundamentals when communication channels were limited to billboards, newspapers, radio, and television. This knowledge proved invaluable as technology rapidly evolved.
Embracing Technological Evolution
What stands out in Rick’s journey is his consistent willingness to adapt to technological changes. From desktop publishing on early Macs to digital photography and modern design software, EPS Communications has continually evolved with technology.
“Within the second year of the company, I took a million dollar loan out to outfit the amount of people I had and to have the technology needed. Today, if I started with the same amount of people, I could do it for under $25,000,” Rick shares.
This dramatic reduction in barriers to entry has fundamentally transformed the marketing landscape, creating both opportunities and challenges for established agencies.
The Human Element in Marketing Success
Despite these technological advancements, Rick emphasizes that success in marketing still comes down to human connection:
“At the end of the day, it’s still about the messaging. How do you motivate? As a teacher and a coach, that’s what I was taught, and that’s how I go about my day.”
This sentiment echoes throughout our podcast conversations with various business leaders – regardless of your industry, understanding people and maintaining authentic relationships remains crucial for long-term success.
Adapting Through Market Changes
Rick shared how EPS Communications navigated through market disruptions, including the pandemic. While some sectors like travel and higher education struggled, health and wellness offerings continued to thrive. His approach to retaining clients during difficult times included reducing fees to maintain relationships – an investment that paid dividends when markets recovered.
This adaptability extends to marketing strategies as well. When a major diabetes company was struggling with client retention, Rick didn’t just focus on acquisition. Instead, he proposed creating educational content that would make customers more successful:
“We ended up creating this publication that became the largest circulated magazine on diabetes in America… because you listened. It’s because you saw that particular need.”
Looking Forward: Short-Form Video and AI
When asked about current marketing trends, both Rick and I agreed on the growing importance of short-form video, particularly on professional platforms like LinkedIn:
“People’s attention spans are 30 seconds to a minute and a half at most lately,” Rick notes. “I believe short-form video is the way to go. It’s going to be the next thing.”
Our discussion also addressed AI’s role in marketing. We both view AI as a powerful tool that requires human guidance for optimal results. Rick articulates this balance perfectly: “It still is somebody who’s thinking, who understands what the need is in order to feed the information, and it’s a tool.”
What This Means For Your Marketing Strategy
The evolution Rick describes parallels what we see in podcast production. Just as EPS Communications adapted from print catalogs to digital marketing, podcasting has evolved from a niche medium to a sophisticated marketing channel.
For businesses considering podcast marketing:
- Technology makes production accessible: Just as design software democratized marketing production, modern podcast equipment and editing tools make professional-quality audio more achievable than ever.
- The human element remains crucial: Despite technological advancements, authentic storytelling and genuine connection with your audience still differentiate successful podcasts.
- Content strategy matters more than tools: As Rick demonstrated with his diabetes magazine solution, understanding your audience’s needs trumps technological capabilities.
- Adaptation is non-negotiable: Markets, platforms, and audience preferences will continue evolving – successful podcast strategies must evolve too.
Building Your Marketing Foundation Through Podcasting
Rick’s agency began by helping companies create catalogs that would emotionally connect with potential customers. Today, podcasting offers a similar opportunity – creating content that builds relationships with prospects before they’re ready to buy.
Like Rick’s approach to adapting marketing methods while maintaining core principles, your podcast strategy should embrace new technologies and formats while staying focused on your audience’s fundamental needs.
Whether you’re just starting with podcasting or looking to optimize your existing show, the lessons from Rick’s 34-year journey remain relevant: listen carefully to your audience, provide genuine value, and continually adapt your approach as technologies and markets evolve.
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