Marketing Advice

 

The Value of Micro-Commitments

You want people to buy your product or service. But there’s a problem. Asking for large commitments upfront (like people’s personal information or a meeting) can scare people off. So what can you do to build an audience of valuable prospects? Think SMALL. I’m talking...

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Capturing Emails

You’re doing everything right. You have the three pillars of marketing in place. Your website is mobile-first and responsive. You’re creating valuable insight-driven content, and you’re building an audience on LinkedIn. But the most undervalued asset in any business...

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Building Your Email List

Nothing is more valuable to your business than growing great qualified prospects. The value you get from building an audience of people you get to talk to over and over again is the most undervalued asset in every company. But what I see all the time is that most...

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Nobody Knows How Many People Read Your Emails

I hear the same thing whenever I’m talking with a prospect about their email marketing. “We have a great open rate, but it doesn’t seem like our emails are driving much engagement.” The truth is that nobody knows how many people read your emails. Open rates are...

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Email is Dead. Long Live Email.

I hear from prospects again and again that they don’t want to do email marketing. “Email is dead,” they say. They just want to do social media. And my response to that is, “Then you don’t really want to sell.” The way you solve the problem with the fact that we all...

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Finding the Right Keywords for Your Audience

We all want to rank first on Google. The problem is that most small business websites haven’t been designed with a keyword plan in mind. It used to be that you could just stuff your site full of keywords. But the goal of Google today is to give their users the best...

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Creating Insight-Driven Content

We’ve talked a lot about networking on LinkedIn and how to build engagement. Every step of the way, I’ve emphasized that providing key insight-driven content is key to creating and building engagement. Content strategy is a vital part of your marketing strategy. You...

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Increasing Your LinkedIn Engagement

Let’s talk about growing engagement on LinkedIn. You’ve optimized your profile to target the professional audience you’re seeking and started building out a network of connections through the use of connection campaigns. Now that you’ve made the introduction, it’s...

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Be a Challenger Sales Manager

Challenger reps already spend a third of their time creating their own marketing materials. What they need is a sales manager who can provide significant thought to the reframing article/idea and marketing materials. Innovation is one of the most important skills for...

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Another Nail in the Coffin of Old School SEO

For the last several years, Google has been in the midst of a huge sea change in search engine optimization (SEO) that completely changes how you should tackle content on your website. As I’ve written about before, old school SEO is dead. Google’s Bert is a new search...

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Anatomy of a Challenger Sale

I approach every sales pitch as an opportunity. I don’t just want them to buy our product or service. I want to make that prospective client better off simply because they took the time to meet with us. To do that, we use the Challenger Approach to connect with our...

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Pillars of the Challenger Rep

You’re delivering this steady flow of insight-driven content, building the audience that you’re interested in attracting, and creating a reputation around your company as the go-to source for what you do. You’ve implemented the three key building blocks of marketing....

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Personalize Your LinkedIn Profile URL

LinkedIn is the ultimate networking event. It’s the perfect place to make connections and build the right audience to grow your business. I recommend sharing your LinkedIn profile left and right – always be networking. However, the default link, or URL, for your...

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The Most Undervalued Asset in Every Business

I don’t know how many times I’ve visited a prospective client and been asked what we can do to help them build leads and then successfully market to those leads. Advertising and lead generation are expensive – and just because you’ve built a list of leads doesn’t mean...

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Understanding the Challenger Approach

I have always approached sales with the idea that I want to help prospective clients find the best solution to solve their problems – even if that solution is not ours. We had been using principles out of the Challenger Sale to help our prospects long before the study...

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The #2 marketing mistake that I see over and over again

Why your marketing doesn’t work Consistency. Actually, the lack of consistency. Right after the “#1 mistake in marketing,” it’s the lack of consistency that causes your marketing to fail. There are no miracles in marketing. Trying a new approach for a month or two is...

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There are no shortcuts in marketing

People don’t like to hear me say it, but the truth is: There are no shortcuts or overnight fixes for good marketing. A strategic marketing plan that works is a long-term play that requires day-in-day-out execution. You need to commit to your plan for at least a year,...

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From baseball fan to MLB contract

Is getting the word out important? Ask Nathan Patterson, who has just gone from baseball fan to Major League Baseball player, thanks to social media. The 23 year old stepped into a pitching booth and threw a 96 mph fastball. The Kansas City Star quotes Patterson:...

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What you need to amplify your word of mouth

I love when I’m working with a business and ask them where their last referral came from and they tell me, “it was a referral from...” That’s because word of mouth is gold when it comes to growing your business. Word of mouth shows that you take care of your clients...

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