41: When Is the Right Time for Your Good Brand Story?
Today I spent time with a nine-step diagram in the shape of a wheel, which outlined The Hero’s Journey. I love the hero’s journey. The fact that humans have a deeply-wired, evolutionarily-honed capacity for hearing and telling stories fills me with awe and gratitude. I love that many, many resonant stories follow the arc of […]
40: 1000 Ways to Get More Podcast Reviews
Let’s say you have a podcast or a radio show or online course, and you really really really want to get more reviews. There are a 1000 ways to do that: Ask people directly whether it’s friends and family, clients, subscribers, guests, colleagues, etc. Run a contest – the first ten people to leave a review […]
38: Experiences that STAND OUT for Your Clients
My sister works at one of those self-aware restaurants – the kind with a high opinion of itself. The management instructs their staff that everything at the restaurant is an experience: a brunch experience, a cocktail experience, a dining experience. I rolled my eyes. Insisting on calling everything an experience is a little egregious, don’t […]
35: Are You Throwing Money At Your Problems?
Eva, are you throwing money at your problems? That’s what I ask myself when I’m being seduced by a great sales page. You know the kind: emotional, a great price, promising to solve my problem. You think to yourself, this sounds like exactly what I need. Could it be that this will fix my issue? Am […]
33: If You Don’t Play It Safe, People Might Hate You (What??)
If you wonder why there is so much sameness in marketing and business online, it’s probably because of this: “Emphasis is placed on doing safer projects that mimic proven money-makers just to keep something – anything! – moving through the pipeline.” That’s Ed Catmull, my best friend 😉and one of the founders of Pixar animation. He’s […]
31: WILL YOU PLEASE EXPLAIN the Difference Between Strategy and Tactics??
You guys, I’m embarrassed to admit this but I get marketing “strategy” and “tactics” confused ALL THE TIME. I’ve been doing this for years, yet I still struggle to keep the two straight. So I wrote out some examples. And in doing so I realized the reason strategy and tactics are so confusing: they have […]
28: Do You Want the Outcome Or Do You Want to Work?
Sometimes I catch myself fantasizing about being an Instagram influencer. My feed will feature beautiful pictures of my pristine white desk and what I’m working on; me out at the cafe or Hera Hub at work; pictures of plants and flowers and how they relate to my work; products I love; you get the idea. […]
27: When You’re Not the Right Fit
I’m reading Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration, a book that sounds like it’s about creativity but so far (I’m 24% through) is about leadership. I love it. It’s written by one of the founders of Pixar, which has made some of my absolutely favorite movies. Ed Catmull […]
24: The Power of Using ONE Social Media Network AKA LinkedIn
A prospective client called and said, “I haven’t needed to market over the past 15 years. I’ve gotten plenty of work through word-of-mouth referrals. But everything has changed and I need to be on social media.” She explained her goals: Use LinkedIn more effectively (she has thousands of connections from her years in business!) Start […]
23: Recovering from Validation Tunnel Vision
How do you know if what you’re doing is working? How do you know if what you’re doing is right? It comes down to the signs you’re looking for, doesn’t it? They could be marketing metrics like leads or engagement, or approval from other people, or the opportunity you wanted. I get fixated on specific […]
