76: Why Recognition and Opinion are Good but Judgment is Bad
Do you ever see someone’s marketing materials and think to yourself, ew. I would never position myself like that. I’d never publish photos of myself like that. I would never use that phrase. Ew ew ew. Same here. And it might come from: Recognition: this is not for me. It might resonate like crazy with someone […]
74: This is When and How “Cold Calling” Works
My coach Kim Chernecki is adamant about staying out of the cold call zone. When I think about cold calling I picture inMail messages from people I’ve never met on LinkedIn. I think about emails that address me by name, but come from someone I’ve never heard of (and with whom I have no one in common, […]
73: Human Connection: Only for the Wealthy?
Well, this is chilling: Human Contact Is Now a Luxury Good The analysis from the New York Times makes the (compelling) case that as screens are becoming indispensable for the poor and middle-class, the wealthy are opting out. “All of this has led to a curious new reality: Human contact is becoming a luxury good.” […]
71: 10 Steps to Kill It in Your Instagram Posts
Ah, Instagram. It’s the hottest social media marketing platform right now (and my least favorite, oh well) and eeeeeveryyyyone wants to know, BUT HOW DO I USE IT EFFECTIVELY???? I have step-by-step instructions for how to use Instagram for your brand and business. But first, a few caveats: Instagram’s algorithm and rules will always change. […]
70: How to Get Your Services to Sell Themselves
You’ve heard that it takes seven times of seeing a brand before a customer will purchase. It’s the Marketing Rule of 7. Each of those seven times is a micro-conversion, a tiny step towards knowing, liking, and trusting you. But sometimes, customers skip the micro-conversions. Sometimes they are ready to buy immediately! What can we […]
69: This is What Happens Before a Conversion
How do you tell what content is working? The obvious answer is actions. Did people click? Comment? Did they download? Yes, those are positive signs. But as you know, a true conversion (whatever that means to your business) usually takes place after a series of micro-conversions. She saw your content on social media. She heard you on a […]
68: Here’s What’s Going On if You’re Bored to Death by Your Marketing
What do you do if you’re sick and tired of what you do? You’ve been writing and speaking and talking about [media and PR strategy, salary negotiation, whatever] for a zillion years. If you have to write one more blog post or record one more video and say the same damn thing one more time, […]
66: Does it Have to be Just a Numbers Game?
“It’s a numbers game.” That’s what they say about lead generation and conversions, whether you’re talking your email list, Facebook ads, events, or online course. People say it resignedly, factually, excitedly. And it’s true: if conversion rates are ~1%, you need 100 leads to get one conversion. You reverse-engineer from the number of conversions you […]
65: Want to Make an Impression? Wield Human Connection
“Thank you for calling 1-800-CONTACTS. My name is Brian, how may I help you today?” I froze for a second. I’d just dialed the number, and hadn’t been through any automated system. I hadn’t gone though a robotic menu to direct me. I’d called, and an actual human being picked up the phone! Calling customer […]
64: 3 Overused Marketing Phrases that Makes Me Want to Scratch Out My Eyeballs
Tips and tricks. Facebook Ads that don’t suck. LinkedIn lead generation that actually works. Let’s all agree to stop using these phrases, okay? They are a few of my least favorite things. These copywriting and title phrases were great once… until they were used to death. Now, use them and you sound lazy and unoriginal. […]
