Superlatives Can’t Replace Honest & Effective
Unique! Unparalleled! Exceptional! New! Improved! Unprecedented! Award-winning! Powerful! When marketing (internally to the team or externally to clients and partners), we must not fall into …
marketing
For Big Change, Ignore the Naysayers
If we want to influence a big change, we need not spend much time trying to convince the naysayers, the haters, the opponents. They will change or …
Watch How Easy The Problem Becomes
Oh, did you think that you could solve that problem while buzzing way down there? Raise your buzz. Find any reason to feel good. Then …
How Would People Say They Benefit from Your Work?
We can best describe what we do by imagining how clients or bosses would say that they benefit from our work. Try completing this template …
Crafting Great Marketing Messages
The typical marketing message–website, brochure, ad, pitch, elevator speech–tells us all about the organization and how great it is. Or it lists the features, functions, and benefits …
Is your marketing “meh” or magic?
Marketing “meh” is a website or other medium–written mostly in first- or third-person–that describes our value and why we are special. The goal is to …
Where Have You Been?
Do not try to sell to your entire market all at once. Likewise, don’t try to influence everyone in your community or company all at …
Credibility
Credibility comes from credentials, references/referrals, marketing, and self. Your honest belief about yourself is most important. Your marketing–done well with empathy–and references/referrals are next most …