The problem with canned “industry-focused content” is that it is industry-focused -- not centered on your target client. Not capitalizing on your unique value proposition, your unusual (but proven) approach or your personal expertise resulting from decades-long involvement in your field.
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With canned content, 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…
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