Articles on Marketing, Technology, and Ideation

Make marketing less confusing to you by telling a story. Your story is the main character. Read on to see the role you and your products play.

Schumpeter’s gale is blowing pretty hard and knocking many business models flat. Tech innovators can handle that but what about our customers?

How do you react when our culture starts to all of a sudden use Internet technology in a brand, new way?

If you put effort into your work, there’s something in it to salvage. But how to do so?

How many times – and over what time period – does someone have to meet you before they’re comfortable with you?

People are fond of saying that financial crises present opportunities. Here’s a small one I’m seeing.

When a recession is coupled with widespread changes in norms and behavior, marketing strategies will change too.

Business pundits say a crisis a great business opportunity. Maybe. But careful using it as marketing opportunity.

Testimonials now take much more work and authenticity than in the past. Which is good news for you.

How do we do a better job (than our septuagenarian politicians) at audio-visual marketing?

In retrospect, this week was all about Coronavirus and its impact on our businesses. Digital sales and marketing just got way more important.

COVID-19 or not, we’re all going remote and Internet-based. This post is about the invaluable art of listening to and seeing others on video conference calls.

Producing valuable marketing materials costs us money, effort, or both. But what does that effort look like?

Make your footer a large, thorough map of your entire business and marketing operations

In the wake of coronavirus, I want to talk about two types of viruses that I think are at odds with one another. One attacks the immune system, the other attaches itself to human enthusiasm.

Beware of marketing by committee. Instead, use an expert to edit marketing decisions, ideas, writing, and other creative work.

I’m issuing a correction on how to create copy and UX for your homepage

Garbage in, garbage out, they say. And so on. I want to share with you the daily publishing influences that shaped and inspired this list.

How do you create an original, valuable product? By asking the right questions about who it’s for and the problem it solves.

Now you no longer have to read Peter Drucker, Simon Sinek, David C Baker, Seth Godin, William Strunk Jr, Donald Miller, and Derek Sivers in order to write a compelling About page. Just read this post 🙂

As our world gets more complex more rapidly, is it time to deepen our “demographic” positioning with psychographics?

It’s worth it to try to understand the size of your market. One approach is the addressable market theory, aka TOM, SAM, SOM. A nice compliment is psychographics

Your content marketing strategy should strike a balance between letting new people discover you and letting those already familiar with you deepen their relationship

If someone asks you for a free trial, sample, pitch, or consulting, you can ask them another question, “Why us?”

Everyone needs to write their own dictionary of the ideas that are most important to their business – and their marketing

In the future, most of us will perform at least some of our sales and marketing online and less and less in person. Can we exploit that fact?

A content marketing strategy and a business strategy might look different. But in one respect they should be identical: lifespan.

Without curiosity, your marketing lacks fresh ideas. So it’s a shame that McKinsey put the kibosh on the world’s most impactful curiosity test.

If you can’t stand the idea of marketing, try teaching instead

Can you challenge your customer’s thinking on what they need to buy – while still building warm, empathetic rapport?

You hold tremendous quantities of familiar, business-related information in your mind. Is there value to looking at it in a new way?

Most B2B marketing advice fails to recognize the economic value of (a) positioning, (b) the cultivation of expertise, and (c) content marketing. All three are continuous processes fueled by new information and ideas.

A deck confers several advantages that a document/report or website do not. It’s become the ideal format for your sales and marketing collateral – and the perfect compliment to your website.

If marketing is about creating trust AND changing your tiny corner of the Universe, then we should cultivate expertise. I wouldn’t want a non expert trying to change my corner of the Universe.

How do you create brand messaging – and simultaneously set product strategy?

What does your business do? You get that question, right? What if you could answer it in an easy-to-consume (but detailed!) way by responding with just a link. 

I hope your marketing makes a difference for you this year – but also over the next 5 years.

Creating a pricing page is an ideation tool for refining the design of your products and services

A reader asks about ideation and I end up talking about doing research – and Graham Wallas

It’s one thing to craft a positioning statement. But they usually read like cardboard tastes. So how do you express positioning in a way that’s effective and readable?

How do you decide how to position your business in the market?

The “profile positioning” hack is the most superficial of a half a dozen other ways to express your positioning

Positioning doesn’t mean you have to be a purple cow, or go viral. Or occupy a market niche over the long-term. It means you let someone else define you

Why did I shut off analytics on my website and email newsletter? To focus on marketing metrics that matter

Use productized services to increase the value of your solutions – and the revenue they generate

Here’s some specific, step-by-step advice on how to create a free product, which is a content marketing asset

If you’re still thinking about productizing services, focus on low-touch. And consider offering a hybrid of productized and custom services

Productize your services to make it easier to sell and deliver your expertise – and easier for your clients to buy it

We encounter the word ‘strategy’ too many times a day. How do you evaluate one?

Building the “content marketing bridge” for your customers to find you: not comfortable, not easy, but safe (in the long term… if you do it right)

A reader writes that his purpose is not to sell a skillset, but to create a bridge between where his clients are and where his clients’ customers are

There’s so much bad advice on how to design a content marketing strategy. Here’s some fact-based advice: a case study of the popular chatbot product Drift

It’s easier to sell something specific than to sell the value of your business in general. Here’s a hack: write someone a letter about it

Being as clear as possible in your marketing gives you the chance to think clearly about the value your business creates

There’s a write way and a wrong way to structure the layout and messaging for your business’s homepage

The creative brief was invented by ad agencies but it can be used for any kind of project work. The key rule: it’s not a specs doc, it’s an ideation tool

When you put your name and your marketing behind your new type of solution.. product, content, service… do you feel like an imposter? Maybe you should

In theory this newsletter’s per diem is one little-but-worthy idea. Hard to pick just one idea when you’re on a “Godin-bender”, because he says things like: “if you think people are paying you for your secrets, you’re crazy”.

Notice the details, figure out how they are connected to the problem you solve, and create originals solutions

The US and the global economy are dominated by a handful of companies with ever increasing advantages. If you are somewhere between 1 and 100 FTE’s, this is a problem

In which “lead pool” does your ideal customer exist? The one you imagine by mashing together known lead pools until inspiration hits

A trigger bundles together your problem and a solution to it, and it does so *just* for you. Learn the difference between a compact trigger and a deep trigger – and why it matters for your business

A marketing campaign runs on good ideas. An idea board is a pretty useful place to incubate emotions, research, and other marketing idea building blocks

When you get stuck replying to an email, use the mirroring technique. And when you get stuck writing anything, just reply