Marketing Strategy

Canned Content Is For The Birds

Nearly identical birds

With canned content and an industry website, your business is nearly indistinguishable from your competitor’s

There are times when it’s really hard to bite your tongue. I had one of those moments during a recent conversation with a new client. While discussing their current marketing tactics and how we could improve their effectiveness, the client mentioned that they use email marketing to stay in touch with a large list of past clients and contacts. When I probed, she explained, “We subscribe to this great service which provides us industry-related content that we share to our email lists automatically. It’s really easy!”

My response? First, a deep breath; then count one, two, three.  (more…)

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Launch Wisdom: Productize Your Services

Helm station

Like a ship’s captain, you must plot your route, meticulously considering the changing currents, shoals and tides.

There are many approaches to entrepreneurship — purchasing a franchise, acquiring an established company, freelancing as an independent contractor or starting a brand new venture of your own. Each model has its own unique set of benefits and challenges. It’s a big step to migrate from being part of a crew to captaining the ship.

It can be lonely at the helm

I’ve helped a number of clients navigate the transition from a corporate career to entrepreneurship. In fact, I did the same myself back in 2010.

Buoyed by creative energy and enthusiasm, it’s common to plunge in without cognizance of the enormity of going it alone — at least initially, when everything from business development and managing the books to providing the actual service of your business falls directly in your lap. Even for those who instigate the change thoughtfully and deliberately, the scale and scope of launching a business are surprisingly complex. (more…)

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The Power Of An Emotional Response

Cheerios emotional connection

Emotion is a powerful motivator.

Consider the iconic Superbowl ad where the Budweiser Clysdale races through city streets to reunite with the trainer who raised him. The ad touches the hearts of even the most stoic among us.

Or the Cheerio’s box packaging themed “Made For Little Hands.” For any parent, it recalls days of tiny sticky fingers and the overwhelming intensity of parental love. Again, our response is visceral and emotional.

The Budweiser ad never mentions any product attributes, while Cheerios cites the nutritional benefits of the product only as a post-script with the tagline “Learn more about the goodness inside.”

Can you imagine if your client interactions were even half that intense?  (more…)

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Sponsored Social Media: The Importance of Transparency

pinky-swear - be transparent

Pinky-swear … Be transparent when using ambassadors or other influencers

Gone are the days when a monthly magazine ad was enough to keep your business growing. An ever-increasing array of creative marketing strategies is needed to breaking through today’s social media clutter. Quality content that captivates, informs or amuses is step one. Consistent, intentional posting and authentic engagement — step two.

Depending on your industry and target client, you might also consider additional steps  (more…)

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