There’s a big difference between describing what your business does… and what your business does for your customer. Anyone can sell steak… but the sizzle is what customers are buying. On a recent episode of the sitcom Modern Family, Manny, the young stepson of Jay, was trying to raise money for his school. His door-to-door... More »Steak or Sizzle – What Are You Selling?
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It’s here, again! The season is back. No, I’m not talking about the holiday season. I’m talking about the Annual Performance Review Season, right? Yes, ’tis the season everyone in the working world dreads, isn’t it? More procrastination is engaged in during this time of the working year around the annual performance review than any... More »‘Tis the Season, But This One Doesn’t Offer Gifts
When I consult with businesses and nonprofits, I often have to introduce them to the concept of content marketing: Creating and sharing content and using it to attract customers based on merit, expertise or interest, with more focus on communicating rather than selling. Content marketing isn’t new; as far back as 1895, John Deere’s The... More »Why Content Marketing Is Essential For Your Business
Quick question for you… What are you doing today that is going to have an impact in your business or what you do 60 days from now? Okay, let’s make this very obvious… Let’s take out a calendar and find the exact day and date that is 60 days from today. Now write down what... More »60 Days From Now
Did you know that you don’t have to waste all the food left in your plate after a meal? That’s right. By following this simple rule, you could be decreasing your part of the 3,610,500 tonnes of food waste produced in the United Kingdom every year. Even before you start reading the infographic we have... More »The Cost of Food Wastage (Infographic)
Is your small business social media plan up to the Festivus feats of strength? Your small business potential should be inspired by Frank Constanza’s story from the 1997 Seinfeld episode. As Frank said, “Many Christmases ago, I went to buy a doll for my son. I reached for the last one they had, but so... More »11 Small Business Social Media Ideas Inspired By Festivus
Why the Fuss Over Words & Grammar? Content. It can make you or break you. It can open a door and slam one in your face. It can lead to revolution or peace making. Dramatic? Maybe so. But on the receiving end of some bad words, messages and grammar assaults lately, I remain committed to... More »Why the Fuss Over Words & Grammar?
You know what happens when someone tries to make a joke and it falls flat … an awkward silence as everyone tries to figure out if they ought to be laughing? I’ve been hanging around some comedy clubs lately and this happens a lot. Sometimes the punch line is weak. Sometimes there’s nothing wrong with... More »Promoting a Service? Don’t Lose the Set-up When You Deliver the Punch Line
We’ve all done it: you fill our virtual shopping cart to the brim with goodies, only to come face to face with the payment details page and…poof! You’re gone. To put it in perspective, major analyst studies conducted over the past 7 years have recorded an accumulative average shopping cart abandonment rate of over 67%... More »4 Ways to Improve Shopping Cart Conversions with Social Infrastructure
Google Analytics offers great opportunities for you to track your business’s online conversions. Two heavy hitters are Pay Per Click (PPC)—paid advertisements like AdWords—and Organic, optimized through search engine optimization (SEO). However, one of these tactics appears to be falling by the wayside while one seems to thrive. At first glance, one might think that... More »Why Depending Solely On PPC Is A Very Big Marketing Fail
Recently, we’ve been talking lots about the value that journalists can bring to a marketing department with regards to getting results from your content marketing. They have a certain skill-set which lends itself perfectly to creating content that educates, entertains, nurtures and is highly shared on social media. But, as a marketers, we’re generally not... More »Eight Reasons to Hire a Journalist in Your Marketing Department
In my last blog post, I talked about the criteria of effective B2B offers and also shared the concept of a soft vs. hard B2B offer. Keeping this information in mind, let’s talk about the differences between good and poor marketing offers? Let’s start with the poor offers: Straight sale with no special inducement. Contact... More »Criteria of an Effective B2B Offer – Part 2
We’re not sure how many of you follow the latest trends in sales methodology and practices, but the latest model being adopted is called, “The Challenger Sale”. For years sales AND learning professionals have tried to become more consultative in their approach to serving and acquiring customers. Candidly, for many this hasn’t worked. The main... More »It’s Time To: Challenge and Lead, Rather Than Simply Consult
Is every potential client a good fit for you? Before you answer, think carefully: every single one? Fairly often, I get quizzical looks when I tell people that I work almost exclusively with small non-profit organizations and very small mission-driven businesses. This is especially true at traditional networking events, where the goal of the meeting... More »The Best Clients I’ll Ever Defend
The magic of Kelly Kingman’s visual content creation work takes place over a couple of days. But there’s nothing ephemeral about the impact it has on its audience. Kelly is a graphic recorder. She captures the main ideas from expert presentations delivered at live events, and turns them into memorable and eye-catching visual summaries on... More »The Magic of Graphic Recording: Turning Live Talks into Visual Content