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Can You Love Google Too Much?

We recently spoke with a company that had a dilemma. They were paying for SEO services, and it was working…kind of.   They were showing up organically on the first page of Google for most of the search terms that mattered to them. But while those great search results were driving traffic to their website, they weren’t Read More

Make Your Message Stick.

If you can make a message stick with your prospects, you don’t have to spend so much money repeating it. But how do you make it stick? Here are three simple ways. Humanize It. Think about Apple’s “I’m a Mac. I’m a PC.” — or Allstate’s “Mayhem.” They took the product or its intangible nemesis and let them talk. Not Read More

Stop Scolding Customers.

Because of COVID, a mother wasn’t allowed to sit in the waiting room during her daughter’s last orthodontic appointment. As a result, she received this email:  A few observations. First, you never get very far scolding your customers. That stern, finger-wagging approach sends a clear message about how they view their patients. Second, they don’t even acknowledge Read More

More sales? Bring the pain.

In sales or marketing, here’s a fact you live with every day: if your prospect isn’t feeling any pain, they’re unlikely to buy. Think about it. Few people switch banks unless they’re so angry about something they can’t take it anymore. Many people rarely see a doctor unless something hurts. And on and on. That means you have Read More

3 Secrets to Great Virtual Sales Meetings

Everybody’s ready to get back to doing business face-to-face. But you can still be effective selling in a virtual setting. Here are three ways to set your online sales interactions apart. Get Physical First Send something physical aead of your meeting. If you’re going to be talking with five people, send it to all five. It could be something Read More

3 Things a Personal Trainer Can Teach You About Marketing

Every good personal trainer does at least three things that can make you a better marketer. Know Your Client A great trainer spends a lot of time getting to know each client. Not just height, weight, age and body fat, but strengths, weaknesses, goals, limitations, abilities, preferences, worries and wishes.   A great trainer knows that Read More

Read Your Website Three Times

Especially now, your website is your prospect’s first impression of you. Your content will either make or break that first impression.   So try this. Read all the way through your website three times. Each time, focus on one specific thing, and edit ruthlessly for that quality. 1. What Do You Do? Is exactly what you do clear Read More

Six Ways to Fail at Direct Mail

Especially in a pandemic, direct mail is an incredibly effective marketing tool. But there are a lot of ways it can go south on you. Here are six steps to make sure your next direct mail campaign fails miserably. 1. Make Sure Your Website Sucks. Most people who respond to direct mail go to your website first. Make Read More

Stop Using These Numbers Now.

In marketing, proof of performance matters. Your prospects need to know you can actually do what you say you’ll do. There are three numbers that companies think are helpful in this effort. They’re wrong. Years in Business Once you pass the minimum threshold for people to think you’re stable, the number of years you’ve been in business Read More

10 Things Your Website Needs Less Of.

1. History No one cares. Seriously. It’s the least-read page on nearly every website in the universe. It means a lot to you. To your prospects, not so much. 2. Jargon It may feel like you’re demonstrating expertise when your site is full of industry terminology and technical terms. You’re not. You want to inspire and invite, not intimidate. Lose the jargon Read More