pricing is so effing dangerous
Lowering your price seems like an easy solution. Then someone else goes lower. The problem with a race to the bottom is, you might win. Even worse, you might come in second. Then you’re not even the cheapest. All this stress, because you didn’t apply (or buy a little) marketing imagination. So you’d be valuable […]
how to fix your writing in 1 second
Oh, cut Delete your first paragraph. Think I’m kidding? Do it. Then let me know if I was right (I was, I am). Don’t trust me? Find any blog post on LinkedIn, pretend the 2nd paragraph is the first, and see the difference. You’re dropped right into the action.
your halo
Oh, now you shine A while back I talked about boxes, and picking one. People HATE putting forward a 1-dimensional version of themselves. Plus, a lot of small companies have a problem— they legitimately are 2 things. That’s at least 2 dimensions! Here’s how you tackle that— instead of a niche, you need a Halo niche. That’s when you invent (or […]
Stop saying this
Here’s how to differentiate wrong. Because, like a lot of things in life, the first step to doing this right is to know what you’re doing wrong. 1. You say what others say. I mean, obviously you’re the only one telling the truth here. But everyone says they have the best quality, fastest service, or a hundred […]
what question scares you?
Your everyday stress comes from things you could control, but haven’t. Ugh. Let’s fix that: list the questions you hope no prospect will ask, and the objections you hope no prospect will say. Then write out a first-draft answer for them. Just a crappy first draft, no pressure. Things I don’t like them asking me: 1. 2. Things I don’t like them […]
You’re one of these 4
Oh, they’re all 4 good Customers put you into 1 of these 4: Essential (to live, or to feel happier) A treat (when you feel you deserve it) Optional (can always take it or leave it) Sure, definitely, but not right now There’s nothing wrong with any category. But thinking you’re in one category, when you’re in […]
Show me your box
Here’s why marketing is such an awesome and terrible profession. Everyone wants you to be in a box. You resist being put in a box. You don’t want to be 1-dimensional. (who does?) Everyone else wants you to be 1-dimensional so they can understand you (or your Busines, or your product), using the least amount of labor. And they have […]
Why LinkedIn is so damn positive
Oh, just smile through it In B2C you can be vulnerable. You can absolutely talk about your problems with weight gain: “I used to be big. When you’re big, people stop seeing you. They disrespect you. They act like words don’t hurt. They act like being hurtful doesn’t matter. They think you’ll never change. They’re […]
Switch Boards
Oh, like a switchboard Note: This idea helped me a lot. I hope it helps you, too. It’s from an old, tiny book called The Art of Profitability that lists about two dozen concepts like this. It’s an easy read. In small-business marketing, a switchboard is a business who needs to find the same customers […]