(Plus Enough Snark to fill a boardroom.)
Service business owners ask me how to write a marketing plan all the time. If you’re not paying a consultant to do it for you, it’s difficult to know where to start. (And no, that’s not a pitch. Because I’m about to teach you how to do it.)
The truth is, most people can create a wildly successful marketing plan. It ain’t rocket science. Even if you’re not creative at all. Even if you’ve never been to business school.read more
Avatar, ideal client, target market, persona…you’ve probably heard these terms and more for your key client. Marketing blogs the world over implore you to imagine this person down to the colour of their socks.
That can seem an impossible task. Sure, you know who your current clients are. Should you model your key client on that? Or a vision you have of what they should be?read more
Every year on New Year’s Day, we swear to our friends and ourselves we’re going to lose weight, stop smoking, spend less time on our phones, reconnect with our spouses, and make our first million. And how many of these goals actually happen? The number approaches zero.read more
I know you. You pride yourself on doing things the right way, the ethical way, the efficient way. You know exactly what your competitors do wrong and avoid their pitfalls. You focus on providing real value to your clients - whether or not that means a bigger...read more
In all my years in this business, I’ve never had a client say: “Man, we love marketing!” But I have had them say: “Man, we love working with you!” And that’s what I want. Who cares if they love marketing? That’s my job.
That love, when a client goes from a just-a-client to a raving fan, is my favourite part of my business. And it can be yours, too. Here are a seven golden rules for making “this is fine” into “I AM TELLING ALL MY FRIENDS!!!!11!”read more
Do you have a marketing strategy? Most people don't. Small business owners generally skip that step, leaving the strategic work to big-name corporations. Then one day they look around and go "Is this all there is?" When that happens, it's easy to get sucked into...read more
Strategy confuses people, because it's not something you can touch. For a lot of businesses, "strategy" sits in a binder somewhere until the calendar notification comes up to do a new one. The binder makes it tangible, a real thing you can point to. Maybe occasionally...read more
I once got a message on LinkedIn from a man who wanted website content. After hearing my hourly rate, he told me he had found a source charging $5 for 800 words. “Would your content be different? If so, how?” he asked me. “Yes,” I replied. “Mine would actually be...read more