10 Things Your Website Needs More Of.

1. Calls to Action Tell your visitor what action to take and give them a button to start — on every page. Maybe it’s more than one. And maybe less generic. Call = “Let’s Talk.” Subscribe = “Get the Goodies” Meet = “Let’s Hook Up.” 2. Clarity Above the Fold Before a visitor scrolls down, they should know exactly Read More

Your Competition Is Nothing.

You spend a lot of time trying to persuade prospects to choose you over your competitors. And you should. But there’s one competitor you probably overlook. Inertia. The easiest thing for a prospect to do is…nothing. They can live with a problem awhile longer. They can put together a workaround. They can deal with the status quo. And there are Read More

Watch Your Language.

The biggest obstacle to owning a true brand — a position that sets you apart in the market — is the language you use. Try this:  Look at five or six websites for companies in your industry, or look at their ads or collateral. Make a list of all the words and phrases they have in Read More

6 Ways a Weak Brand Costs You Money.

Your brand is the unique position your company holds in the minds of consumers. It’s not what you say it is. It’s what they believe it is. And most companies don’t really have one. Here’s how that’s hurting you. No Reason to Buy A brand makes you the provider of choice. All other things being equal, buyers prefer you. When you don’t have a strong Read More

Media vs. Message? No Contest.

Many marketers devote much more time to their media choices than they do to their message. This is like the military focusing on the latest weapons, but ignoring strategy and execution. It’s also why so much marketing gets ignored — and why real marketing ROI is becoming a rarity. A strong marketing message can amplify a small Read More

Considering a Rebrand? Don’t.

You see it almost daily. Some post on social media announcing that another company is “rebranding.” Except that they aren’t. Your brand is the unique position you occupy in the minds of everyone. It’s not your logo, your tagline or even your company name. Those represent your brand — that unique position — but they’re not your brand. When companies talk Read More

Are You Using the Wrong Marketing Tools?

Imagine a huge table. On the table is every tool you can think of. Now imagine you have to build a house. Try to do two things. First, take away the one tool you could do without. Second, pick up the one tool that can handle the entire project. You can’t do either. Every tool has a purpose, and Read More

Highlights from May’s Brews & Brands

While our May Brews & Brands session was remote instead of in-person, that didn’t slow the flow of practical insights shared by our participants. Here are just a few of the highlights. Rethinking everything was a major theme, from finding ways to partner with your competitors to looking beyond your traditional audience for prospects. A question Read More

5 Questions to Jumpstart Your Creative Process.

Your message has to stand out if your business is going to. But getting there can be hard. Here are 5 questions that can jumpstart the process and help you arrive at stronger marketing. 1. What is life is like without you? What challenges does your prospect have? How do you eliminate or resolve those challenges? Show prospects what Read More

The 7 Cs of Compelling Copy.

To make your marketing message stick with your audience, check these seven “C’s” off your list. Clear  If you’re not clear, nothing else matters. Say what you sell. Say how it helps. Say why it’s the best choice. Lose anything that gets in the way of clarity. Creative  If your message sounds like everyone else’s, no one will remember Read More