I write a lot about branding on this blog, but I don’t blame you at all if you’re getting sick and tired of hearing this word all the time. Let’s try something different today instead. Let’s drop all pretense of there being any system or formula that you need to know or follow in order to succeed in business. Let’s deconstruct “branding”. Read more...
Your unique value proposition is a statement of how your business solves the customer’s problem in a unique way – what differentiates your business from thousands of others in the world who are attempting to do the same. Finding it may be one of the most challenging aspects of branding and marketing. In this post, I offer tips on how to do that. Read more...
My marketing was the most effective when I wasn't aware what I was doing is in fact marketing. I was completely oblivious to the concept, yet I did things right. Where did I learn that? I have no idea. My theory is that the best kind of marketing is indistinguishable from a regular conversation people have in real life. The same skills we use to get around in relationships are essential to any marketing endeavor. Read more...
In-person networking is a powerful way of making connections with potential clients. If you’re preparing for an upcoming event where you will meet new people, this post will help you pick your priorities, so you can turn your new connections into followers and clients. Read more...
I'm not a super popular blogger, but I get plenty of email pitches from people who want me to link to their stuff. (I can only imagine what it’s like for people whose readership is much bigger.) Today I've decided to get on my soapbox and tell all those marketers how I feel about their outreach campaign. Read more...
Typically when we think about business and marketing, we think about adding and optimizing stuff, not eliminating. However, the process of removing things from our plate is just as important. Not all marketing tactics are suited for all people, and no matter what the “experts” say, not all of them will work for every business. Read more...
Many times in the past I've helped entrepreneurs by building their website, but after the official launch, nothing has changed for them. They didn't fill their website with engaging content to begin with, and they never updated their blog. Their brand new shiny site didn’t attract any attention, because people had no reason to go there. A website that fails to interest your potential clients and provide them with the kind of information they need is no better than not having a website at all. Read more...
You probably already know that having a blog is great, and that it can do wonderful things for your creative work and business, but you may not be sure if you're doing it “right”, or maybe you still haven't even started publishing your posts. If so, this post is for you. Read more...
Marketing coaches are constantly urging small business owners to “show your personality”, because that’s how you can gain people's trust. This advice is a bit vague, and perhaps you've been wondering how to practically implement it? I’ve compiled a list of different ways you can do it. Read more...
The online marketing community is obsessed with A/B testing and maximizing conversion rates. It may seem a no brainer that if more people do X than Y, then X is clearly better than Y for any business – but what if that’s not true?
What if “better for your business” is not something you can answer with a spreadsheet? What if “better for your business” means you need to include the “soft” stuff that’s impossible to measure with numbers and percentages? Read more...