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In the book “The Hitchhiker’s Guide to the Galaxy,” after Earth is blown up, Arthur (the main character) is presented with a small computer (not unlike an iPhone I’d imagine) with these words on the front — “Don’t panic.” Arthur finds this oddly comforting, even though Earth is gone and he is on a spaceship [...]
In the marketing world, radio has earned the reputation of being the odd step-cousin. You know the one. No one knows quite what to do with him. Especially at family gatherings when everyone tries hard to avoid sitting with him. (After all, who knows WHAT he’ll start talking about.) Much of that reputation comes from [...]
It used to be if you were a small business, you were at a distinct disadvantage with your marketing compared to the bigger companies. No more. Small business owners will actually have an edge over bigger companies thanks to the emerging marketing model.
This is the third article of a three-part series. I’m illustrating the marketing challenges of PrescottWeddings.com, a small business. Go here if you want to read “Part 1: Using print to drive traffic online” or “Part 2: Thinking small.” If you don’t remember anything else about marketing, remember this: Frequency is king.
This is the second article of a three-part series. I’m illustrating the marketing challenges of a small business, PrescottWeddings.com. Here’s where you can find “Part 1: Using print to drive traffic online.” Our goal was to both build the PWC brand and drive traffic to the Web site. Advertising regularly was essential. Yet it was [...]
This is the first article of a three-part series. I decided to try something a little different and illustrate the marketing challenges of a small business. I’m using one of my clients, PrescottWeddings.com. PWC is an online resource guide for couples planning their weddings. Along with a ton of information for brides and grooms, the [...]
When most people think of marketing, they think of advertising. That’s not exactly true. While advertising is a part of marketing, that’s all it is. A part. Marketing is much bigger than that. A better way to think about marketing is anything you do that touches either your customers or potential customers. Yes, I do [...]
In my last column I talked about how the field of marketing is changing. Now more than ever, you need to develop a relationship with your customers. So where should you start? With your Web site. What? You say you don’t have a Web site? Well, if you’re serious about selling your books, products or [...]
I want to share my secret for attracting tons of traffic, leads and customers to my site. Ready? It’s writing and submitting articles online. I can hear all the protesting already. But it’s easy for you, you’re a writer, that’s what you do, etc. Now there is some truth to that — I am writer [...]
I thought I would clear up some misconceptions about marketing in this two-part series: What Marketing Can Do For You and What Marketing Can’t Do For You. This issue is about what marketing can’t do. While there’s no question a solid marketing program can increase your business, it can’t fix everything. Below are 5 things [...]
I thought I would clear up some misconceptions about marketing in this two-part series: What Marketing Can Do For You and What Marketing Can’t Do For You. We’ll start with the positive. Over the years, I’ve had dealings with some business owners who have a rather skewed perception of marketing. They think you throw a [...]
Whatever kind of writing you do, knowing how to successfully network and meet people is critical to your success. You can leverage networking opportunities to increase readership of your books (people love to know authors and to tell people they personally know the author of the book they’re reading) get clients for a coaching or [...]
Here are seven tips to help get your copywriting business off the ground. 1. Put together a portfolio. Most people won’t hire you without seeing samples of your work. That said, I’ve found the longer I’ve been in business the less people look at my samples. When I first started and had hardly any samples, [...]
You are a professional writer — therefore you need a professional identity or image. And if you also offer marketing consultation, that image becomes even more important (after all, you’re in the business of helping other businesses with their identity, you better have a decent one yourself). People want to work with successful people. The [...]
Knowing how to write, and write well, is a skill that will come in handy in all sorts of situations. And if you combine good writing skills with the persuasive selling tactics found in, say, copywriting, you’ll be that much more ahead of your competition. Of all the different types of writing I’ve done in [...]
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