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The One-Inch Rule of Effective Marketing

The One-Inch Rule of Effective Marketing

Have you ever opted in for a document on a website, and the next thing you know, you're getting an email or a phone call from someone asking to set up a meeting with you? Annoying, isn't it? Just because you had a passing interest in something offered and opted in to...

Narrow Your Niche to Broaden Your Reach

Narrow Your Niche to Broaden Your Reach

It seems counter-intuitive, doesn't it? How could narrowing your niche actually broaden your reach? If I had a dollar for every time I've heard a marketer say "But if I get too narrow, I might miss someone who will buy my stuff," (or words along those lines), or "But...

Your Email List is Like Your Laundry

Your Email List is Like Your Laundry

If you are a person who throws all the clothes into the washer without sorting out colors, temperature requirements, and dirt levels, you might not get this post. If, on the other hand, you wash your whites only with other whites, and your fancy delicates with cool...

Sell Without Selling – Earn the Sale

Sell Without Selling – Earn the Sale

Sales pitches. Some days it seems like everything is a sales pitch. Buy this. How about that? Discount now! Going, going, gone. Some days it seems like the sales pitches themselves need to be going, going, gone, doesn't it? That's exactly what will happen. Most people...

The Importance of Your Email Address

The Importance of Your Email Address

Multiple times each day, I receive an email solicitation of some sort, trying to tempt me to try a new service, set up a meeting, or take some sort of action. Sometimes, they sound intriguing. (Mostly, though, they're people trying to sell me lists of people using...

The Wrong Kinds of Content for Marketing

The Wrong Kinds of Content for Marketing

Marketing begins and ends with content. We've talked about this exhaustively, as you know. But... could you create content that ISN'T good content for marketing? Are there types of content that simply aren't going to nurture people, provide value to them, and help...

The Value-to-Pitch Email Formula

The Value-to-Pitch Email Formula

So many emails are simply pitches, don't you think? Buy this, buy that... BUY MY STUFF. Here's a coupon, a discount, a special offer... blah, blah, blah. Let's face it: if you're not in the mood to BUY RIGHT NOW, you pass right over those emails, don't you? So do I. A...

Increasing the ROI of Your Content

Increasing the ROI of Your Content

Creating content can seem, for many, like playing darts in the dark - without even knowing for sure where the board is. You write something, publish it, and hope that someone clicks the "request a consultation" button or the "set a meeting" button - or at least the...

What is Valuable to the People on Your List?

What is Valuable to the People on Your List?

If you are not providing value to the people on your list - your leads - they will turn to someone who DOES provide value to them. They'll forget you. They'll tune you out. They'll stop opening your emails entirely. They might still LOOK like they're a valid lead in...

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