From the category archives:

marketing

Capturing Attention: Why Marketing Efforts Fail, Part 2

May 7, 2010

This post is a follow up to “Capturing Attention: Why Marketing Efforts Fail, Part 1.”
There are two main reasons that marketing and promotion efforts fail to capture attention:
1.) The message is unclear
2.) The message is inconsistent
In my last post, I talked about where we go wrong when we put out unclear messages, and some steps [...]

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Capturing Attention: Why Marketing Efforts Fail, Part 1

May 6, 2010

This post is a follow up to “Capturing Attention: How Your Prospect’s Mind Works.”
There are two main reasons that marketing and promotion efforts fail to capture attention:
1.) The message is unclear
2.) The message is inconsistent
Let’s take a look at where we’re going wrong when we put out unclear messages, and some steps we can take [...]

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Capturing Attention: How Your Prospect’s Mind Works

May 6, 2010

You must get your prospect’s attention before you can sell her anything, or let her know how wonderful you are. Simple enough. Sure, that makes sense, Marcia. Just like I had to get your attention — maybe with the headline, maybe with the illustration — before I could impart the wisdom of this article to [...]

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How to Get Referrals: The Two Things You Must Have First

May 5, 2010

I love referrals. Hearing my phone ring, with a pre-qualified new client on the other end of the line, asking if they can work with me, is the sweetest sound on earth. I didn’t have to convince them I was a valuable resource. I didn’t have to “sell” them anything. I didn’t have to explain [...]

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Emotional Buzz: How to Get People to Talk About You

May 4, 2010

If you want your business to grow, you need people to talk about you. So you need to give them something to talk about.
We don’t talk about companies that we “like.” We don’t talk about companies that deliver good, quality service, day in and day out, for a reasonable price. We expect that. Do you [...]

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Why Won’t They Respond? Base Your Business Positioning on Your True Offer

April 30, 2010

How can you let potential clients know you can help them if they don’t know what you do, don’t care about you, and are only interested in themselves? (And let’s face it, that’s most, if not all, of your potential clients out there.)
You’ve tried telling them about your great products and services, and they still [...]

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Don’t Forget to Profile Your Ideal Customer

April 17, 2010

Every time I go through this process with a client, I’m amazed at how well it works. It’s easy to overlook this simple idea, or to brush it off as nothing new. “Yeah, yeah, we’ve heard of that, now let’s get into the meaty strategic stuff. Let’s not waste our time on that airy fairy [...]

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The 5 Mistakes You Make Most Often When Describing What You Do

February 9, 2010

Your work is great. You know it, and others know it, too, but as a values-based creative entrepreneur, you don’t go around being all loud and pushy about it. So how do you reinforce it with your ideal client and let her know what you do, in a way that’s not salesy or awkward? So [...]

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Positioning: Give Them a Reason to Buy

January 24, 2010

If your message isn’t getting through to your clients and prospects, and you don’t seem to be able to guide people towards working with you, it could be your positioning. Or maybe your lack of positioning.
Maybe you’re aware of that. But what does it really mean, anyway?
A positioning statement stands for one message that’s unique [...]

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