In the land of brand storytelling, the endings are happy ones. Even better: When your audience knows the ending before they start. That’s why I like to speak in the language of outcomes. Your buyers want to know what is going to happen when they do business with you. It’s a powerful and important way of telling your brand story. […]
If You Love Your Marketing, Set It Free
It’s hard to let go of our babies. Kids, dogs, pets…. our brands. What happens if we turn our backs for a minute? Will they fall? Will they make a bad decision? What if I’m not there for a split second to make sure everything goes as it should? We can’t always be there to defend our brands […]
What To Look For In Google Analytics
Are you looking at your analytics regularly? And I mean weekly if not daily? More importantly, When you look at them, do you know what to look for and what kind of action to take? Do you know what to ignore and how to keep the data stream manageable so you don’t spiral into analysis […]
The Art of Productive Daydreaming
It might not be terribly smart of me to confess it’s August and I’ve had a hard time getting my head into work. (Some of you are my clients, after all, and perhaps that’s not very comforting to hear.) I spent much of Wednesday in airports and airplanes; something I’ve always enjoyed because I get a […]
Stop Ignoring Most Of Your Target Market
You have a larger audience than you think and you might be ignoring a big percentage of it. They are out there, in many stages of readiness to purchase. Some have done business with you, will return and tell others how great you are. Others are ready to buy from you or are thinking about […]
What To Do When Good SEO is Beating Good Business
If you were to do a search for a video production company in the Bay Area on a search engine, your results would show video production companies that are good at SEO, not necessarily good at video production. It’s frustrating. Good SEO often beats good business. Instead, it would make sense to turn to your network for a […]
Who Carries Your Basket of Eggs?
Much like you, I imagine, I’m always trying to raise things to the next level. Professionally, personally – whatever it is, it could be better than it is now. I want to be a faster runner so I download apps and training plans, buy a heart rate monitor, and if I could, I’d hire a coach, and […]
Eat Your Peas: And When To Ignore Common Advice
What happens when you close your blog to comments, or shut down your Twitter account? Perhaps some looks like this one. But sometimes we have to eat our peas. And sometimes we get to ignore what everyone tells us to do. I played soccer from fourth to sixth grade and I hated it. I was terrified […]
About That Day I Wanted to Be a Graphic Designer
I’ve been thinking about the small decisions we make and the trajectory of time – how a small decision can take you down a very different path. I don’t know if it’s because Mercury was recently in retrograde and everyone in my circle ignored the common advice not to do anything drastic, or if it’s just a […]
Competition for Attention: Try Seducing Instead of Shouting
Last summer, I ran a trail race called the Cutthroat Classic. It involved 11 miles and 2,500 feet of elevation gain and believe it or not, I was having the time of my life. Was moved to tears when I got to the high point because it was all downhill after that. But two miles […]
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