In the early days of content marketing, everything was about being “useful.” Creating useful content. Being informative. Becoming the go-to resource. But today, we’re up to our ears in usefulness. A quick Google search can turn up answers to any problem we can imagine. We don’t actually need more information. …
Please Stop Wasting Time on Bad Client Avatars
I once led a messaging workshop for a client. They were refocusing on a new audience, and it was crucial we got the details right. So like a good marketer, I led them through the process of creating a client avatar. (Not the blue people.) For the newbies out there: …
You Have Permission to Follow What Lights You Up
I remember when I first started interacting with really successful business owners. I was new, and they were inspiring. They had all worked their way up from zero, building thriving client bases and writing for some seriously impressive brands. I wanted to be like them. To have that lifestyle. To …
Are Fear Tactics Ever Okay?
Here’s a little fact that some of you will bristle at. You ready? Negative emotions sell better than positive ones. Hmm. How does that make you feel? I hear from some folks that you’re hesitant to use fear or negativity in your marketing. It doesn’t feel like an ethical marketing practice. …