Reach
Superb marketing is reliant on "reach." Reach has two elements: The amount of names you can readily access (lists) which are relevant to your value. The ease with which you can get on those radar screens (they read what you
Give Me an Example
I stage mock media interviews with people to improve their presence and ability to stay in the moment. Here's a question that is unusually difficult for many: "What two or three companies would you name that are doing a good
Gloomy Gus
My late handyman—he was older than I—frequented the same coffee shop that I take the dogs to in the morning. The owner runs a nice place, but he's always complaining. My handyman gave him the sobriquet, "Gloomy Gus." If it's raining
Are You the Favorite in Your Own Mind?!
Too many people walk into a prospect meeting ready to compromise and even concede. YOU are your own advocate. Walk in with the belief and confidence that the buyer needs your value and operate from that baseline. A good defense is NOT
Speaking of Business
I'd suggest you consider a speech—whether paid or pro bono—a marketing opportunity. You have the forum to meet others before and after, perhaps interview key people in preparation, provide handouts and contacts, and most of all, show how expert you are on
Life
If you're a "life coach" and your business is struggling, what does that say?! (Perhaps you don't think enough of your value to promote yourself properly.)
You’re Agile. I’m Resilient
Don't try to be merely different, show that you're better. If someone were to say, "We're all about agile, agile is the hot topic today." You say, "Well, I'm about resilience. Here's the difference: An agile fielder might avoid a ball that's
Brand Power
There are some people reviewing the new iPhone—and deciding on its purchase, personally—based on the differences and improvements over the prior product. That's not terribly relevant. Apple stock has soared, and iPhone 7 sales are exceeding iPhone 6 sales. Some people are advising
Ego vs. Efficacy
Just because someone asks you to be on their podcast, YouTube channel, teleconference, internet radio show, cable show, or any related medium doesn't mean it's a good idea. Ask yourself: What's the real (not claimed) demographic and numbers? Are these people my
Shortest Distance
I hear far too much "background" from consultants on their clients' internal politics, gossip, history, and irrelevant issues. The shortest distance between two points is still a straight line. Find out the desired future state, identify the current state, and