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
Meetings have been known to temporarily destroy your soul, even brainstorming meetings. Here’s a solution
Marketing has become too cross-disciplinary for one role. If you are a leader in your business, you’re the CMO
One Little Idea: periods are harsh. And other reasons we don’t use them in copywriting
A lot actually. AI is already speaking for us; here’s why, how, and what to do about it
The most compelling arguement for developing the skill that is ideation lies in the 1000 Little vs 1 Big paradigm
Pricing is more complex than we think. So what happens when you apply ideation to it
^ is the worst slogan possible. The worst headline possible. The worst thing to say and the worst thing to think. But why?
A miniature guide to writing a slogan – along with an illustration of why it matters for small creative tech firms
It’s one thing to “think up something’ and another ideate it, whereby some degree of mind control is exerted
In marketing technology solutions, at least, valuable ideas come from individual labor, more so than a group
Yes. Wait no. Well, you decide.
Ideation isn’t coming up with ideas. Because sention beings do that by default. It’s a method for generating economically valuable ideas at scale.
Richard Rumfelt could have made a case study of modern-day LinkedIn, whose “idea-combination” has made them unique
In B2B consulting, there’s no difference between your problem-solving and our selling ability; they are of a piece
This is relevant to Ideation. Critical thinking is not how to think but what to think, or more to the point – how to choose what to think about.
Why do you want more visitors/likes/shares/transactions. Do you need 8,000 before you die or you go to hell?
Benjamin Franklin invented the concept of the mastermind group with such artistry and panache that we must look back to see what we can learn
Hell no. The idea is ridiculous. Here’s why
Whether your software requires training or not, design training into your solution. Make it part of the product.
Areal-life example of thinking different: using Google Slides as a website CMS… h/t Dan Oshinksy
If you ever took statistics, there’s one number you should remember. 30. Why is that? (I actually don’t know… do you?)
There is no formula to writing brand YOUR messaging. There are only other people’s formulas – here’s what you can learn from them
Quick – say what you do in 30 seconds or less. And don’t be awkward. Hard huh? Use positioning
SEO is a market intelligence process that helps you get into the minds of the people who can help. Here’s how to turn that in to words
Keep on eye on how AI is speaking for you, writing for you, thinking for you. Three examples to watch out for
Turn the page upside down. Header on the bottom. Learn how this approach can improve conversions with hurting your brand integrity
A structured approach to introducing yourself like a marketer would introduce a product
Most “artists statements” are absolute garbage. They are no more artful than a dumpster fire. If you’re an artist, please read this article before you cause more cringe
Ok.. ever wondered what the connection between pricing and Ray Dalio’s principles?
When is first sight? It’s your HOMEPAGE, of course. Here’s how to use to make a good first impression
“everything around you, that you call life, was made up by people that were no smarter than you”
Five things I have been paying attention to this week, starting with the letter C
In email marketing getting the recipient to take action is the whole point. So here’s your opportunity to practice email marketing at work. Use these 6 steps to practice asking for something
Your homepage has #1 purpose to rule them all: convert visitors to leads. Does yours?
When you get stuck in your marketing, here’s a tip – think about your positioning
In the 2020’s, all successful expertise consultants will ply their trade from an interactive broadcast studio; this is the essential communications conditions for a consultive selling mindset to flourish. Is your studio ready?
Being charming in business, specifically in marketing, confers an advantage. So what is charm and how can you cultivate it?
The secret ingredient to all forms of marketing and business development: confidence
SEO is insulted as transactional. But you can learn more about your market through SEO research than through any other medium
Are you on this list of 9 possible types of complex service businesses? If you are, you need to read this article
Page One Score for big creative & digital agencies. If you could create the results someone gets when they type your name into Google, what would the results be – what’s your score?
Have you heard, “Word-of-mouth and referrals are the best possible leads”. Yes. But these aren’t the same thing. At all. Right?
What’s the difference, between the difference, between a UX consultancy, a digital ad agency, and a tech consulting firm? In my opinion, less than we think. All digital services firms should offer a hybrid mix of creative, technological, and marketing expertise.
Harry Browne’s definition of profit is selling happiness. in his book Secret of Selling Anything, he explores how the art of persuasion need not be a “dark art”
Cannabis SEO consultants are in high demand all of a sudden. Why? Because you can’t advertise the stuff, so organic is the path
Digital agencies have an obligation to society to stop creating bullshit content. Stop it, Ok. Here’s how..
How much does inbound marketing cost? It costs a LOT more than you think. But also contains more benefits that you can image
Inspired by an off the cuff quote from Bob Dylan, this article explores interior intellectual process that drives Ideation
Impossible but interesting question and mental exercise. This article reviews three advertisements singled out by David Ogilvy, including a “B2B ad” written by Raymond Rubicam
Even wholesalers embrace embrace value-based sales and marketing, so why can’t a B2B services provider?
I did my time in the corporate ghetto that is the Big Nonprofit world. And lived to tell you 20 things about it
One of the exercises advocated by management consultant David C Baker is “Drop and Give Me 20”. Here’s your 20 on technology strategy consultancies
The ultimate guide to creating a B2B prospect list using LinkedIn Sales Nav and other tools
As you write web copy, imagine talking, then listening. Put that on repeat. Here’s how…
Soft sell vs Hard sell. Also known as brand messaging vs conversion copywriting. Also known as direct vs brand marketing.
A brand used to be hot piece of metal you jab into a living cow’s hide. But what about the words that surrounded it?
Copywriters: you are UX designers. UX designers: you are copywriters. This article explains why
Don’t ever sell or buy complex consulting services on commision. Why? It’s impossible to calculate your cut
David Ogilvy’s secret was a book about direct response marketing called “Tested Advertising Methods”, by John Caples. Make Ogilvy’s secrets your own
If you want to read (or write) a book about business development for complex services firm, first make sure you read this outline
Google grants just wants your AdWords to convert better. Nothing wrong with that, right?
Marketing is selling. We divide the work of the so-called marketer and the salesperson into two for logistical reasons, not functional reasons.
The lost connection between selling and digital marketing – a personal anecdote
Should content stay the same forever? Or should it be change. And adapt. The latter – here’s why
I interned at a publishing company in New Orleans and that made me ask myself: what’s the value of writing about your work– does it make you think differently about it?
A collection of thoughts on project planning and especially the importance of budgeting the right amount of planning time into projects. #CatastropheAversion
In the book, A Technique for Producing Ideas, author James Webb Young lays out an ideation method that is “as definite a process as the production of Fords.”
La definición autorizada de la estrategia digital. Si su estrategia de crecimiento no tiene cada una de estas seis cualidades clave, es probable que falle
The authoritative definition of digital strategy. If your growth strategy doesn’t have each of these six key qualities, it is likely to fail