Marketing Blog
How to Stand Out in a Crowded Market on Your Terms
When trying to stand out in a crowded market, most business owners default to doing more. Post more. Launch another platform. Try a rebrand.
The problem? None of it works if nobody can explain what makes you different in the first place. Keep reading for the two-question test that helps you find your real edge. And a simple formula for saying it in one sentence.
Who to Hire First for Marketing and Sales (and What to Call the Job)
Most solo experts hire the wrong person for their first marketing and sales position. The right person isn’t a strategist. They’re not a generalist. In this article, I’ll share the actual role to hire. Why it matters. And what to call it.
The Three Levers You Can Pull to Grow Your Business (And How to Know Which One to Pull First)
Not sure where to focus your marketing? Every business has just three ways to grow revenue. Keep reading to figure out which one will make the biggest difference for you right now.
How Long Should You Stick With a Marketing Activity Before Moving On?
Most marketing doesn't fail because it doesn't work. It fails because in a world that wants overnight success, it doesn't get enough time to work. If you've ever abandoned a tactic and wondered if you made the right call, keep reading …
Why Marketing Often Feels Like a Lot of Work for Nothing
When it comes to marketing your business, you're posting, emailing, networking, maybe running ads. You're doing the things. But the results aren't showing up. Before you try another tactic, there's one question worth asking first.
Your Elevator Pitch Isn't About You. Here's What It's Actually For.
Every Friday morning, our local chamber hosts a coffee chat. Thirty, forty, sometimes fifty people in a circle, each getting thirty seconds to say who they are and what they do. I've heard a lot of introductions at this point.
And the same patterns keep showing up. If your pitch isn't landing the way you want, it's probably not what you're saying. It's what you think the pitch is supposed to do.
Why People Don't Remember You After Networking Events (And How to Fix It)
At a recent networking breakfast, a realtor stood up and introduced herself. Said she helped people buy and sell homes. Completely professional. Totally forgettable. If you want to be remembered (and referred) being accurate isn't enough. You have to be specific. Keep reading to learn how.
What the Allbirds Story Teaches Small Business Owners About Copying Someone Else's Marketing Strategy
Allbirds generated $297M in revenue at its peak and is now selling for $39M. The highlight reel and the balance sheet were telling completely different stories.
If you've ever been tempted to copy what looks like a winning marketing strategy, keep reading.
The Hidden Cost of Waiting: How Holding Out for the Dream Opportunity Stalls Your Business Growth
Ever find yourself holding out or slowing down on taking action because of a dream opportunity you hope to get? Keep reading to discover what a community theatre audition taught me about the hidden cost of those decisions.
How to Make It Easy for Customers to Buy From You (And Why It Matters More Than You Think)
You've done the work to get someone interested in your business and the services you offer. Don't lose them because the next step is harder than it needs to be. Here's what getting locked out of an app reminded me about the customer experience most business owners never see.
Where Do You Draw Your Line? Four Questions to Ask Before Using Any Marketing Tactic
Understanding how psychological principles work gives you awareness when developing marketing tactics. But awareness without a decision-making tool leaves you second-guessing every tactic. And can lead to adopting tactics you don’t feel great about using. Keep reading to discover four questions that change how you evaluate marketing options.
The First Number Wins: The Psychology Behind How Clients Perceive Your Prices
Your prospect’s brain starts making value judgments long before they consciously “decide.” Anchoring and loss aversion are already at work. The real question is whether your pricing anchors are helping people choose clearly … or quietly misleading them.
How Reciprocity and Authority Work Together to Build Trust or Erode It
As an owner of a service-based business, your generosity and your expertise work together to build trust. But both can drift from helpful to pressuring without you realizing it. Here's how to tell the difference.
Real Deadline or Manufactured Panic? How To Draw the Line When Using Scarcity as a Marketing Tactic
Every "limited time" offer and "only a few spots left" claim falls somewhere on the spectrum between helpful and harmful. The question is whether the urgency you're creating when communicating scarcity around a product or offer is supporting a thoughtful decision or preventing one.
Is Your Social Proof Building Trust or Borrowing It?
Social proof is the most natural marketing tool you have. But there's a meaningful difference between helping someone feel confident and engineering a perception that doesn't match reality. Keep reading to discover the difference and decide where you’ll draw the line.