The practical
Marketing blog.
(Plus Enough Snark to fill a boardroom.)

How to Create a Wildly Successful Marketing Plan for Your Service Business

How to Create a Wildly Successful Marketing Plan for Your Service Business

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.

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The Quick and Dirty Guide to Figuring Out Your Key Client

The Quick and Dirty Guide to Figuring Out Your Key Client

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?

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7 Golden Rules to Turn Clients Into Raving Fans

7 Golden Rules to Turn Clients Into Raving Fans

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!”

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How to Cure Your Case of Binder Strategy

How to Cure Your Case of Binder Strategy

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...

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When to Hire a Copywriter

When to Hire a Copywriter

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...

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