Are You Selling the Wrong Thing?

“NO PHOTOS.” That’s what the sign said in front of this man’s booth at the Chelsea Market. He was selling shirts with fun quirky patterns on them. You know, the kind of locally-made-limited-run thing you’d expect to see for sale at an art market. When I see a sign like this my reaction is always… What are you scared of? Are you scared that someone’s going to steal your idea? That someone is going to copy you? If all it would take for you to lose customers is someone showing...

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A Marketing Primer for Financial Planners

You’re a financial planner. How do you get clients? How do you get people to see the value in what you do and choose you over other options, including the option of doing nothing at all? More specifically, how do you get the right clients? You know, the ones that don’t make you want to gouge your eyeballs out with a spoon when you’re on a call with them. I got to see Seth Godin speak at the Smart Hustle Small Business Conference in New York City last week and someone in the audience, a...

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“If They Only Knew What We Know” is the Wrong Way to Think About Marketing

“If only they knew what we know.” That’s a really enticing concept. The idea that if people simply knew what we did then they’d do what we do. “If I could just show them, if I could prove to them, if I had the chance to explain…” The idea that if people would read our brochure or watch our webinar then they’d get it. They’d understand why they should buy locally made furniture instead of shopping at IKEA or why low investment fees are so important. Then they’d buy our...

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Week in Marketing #2: IKEA, Apple Music, Kelly’s Bake Shoppe & more

In which I chat you through some of the top notch, cringy, or just interesting marketing bits I’ve stumbled across in the last week. So this feels slightly less, fumbling… than last weeks initial attempt. Thank goodness. Onwards and (hopefully) upwards. This week I talk about… (0:20) IKEA ads on Instagram, including a great example of how to sell a typically boring product, a serving tray. Makers, this is for you! (2:13) Apple Music ad on Instagram for their new Carpool...

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Hiding Your Competition Isn’t Going to Keep Me From Finding Them

THIS. This seems obvious, but it’s funny how quick we are to forget it as marketers. We won’t tell the person asking about our email software that we don’t have the features they need, but the other guys do. We won’t tell visitors to our store that the couch in the fabric they really want is sold down the street. We won’t tell the couple sitting across our desk that they’d be better off with insurance coverage from the other guys… We sell them on the...

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Currently #5: Perennial Seller, a Crowdsourced Music Video, and the Evolution of Retail

You didn’t ask, I answered. I’M READING… Perennial Seller by Ryan Holiday Just finished up this dandy and it was a good overall look at what it takes to make and market work that stands the test of time as a creative. He places the responsibility for marketing your work square on you, the creative, which I’m all about. Sure you can get help/coaching but ultimately you can’t outsource your marketing. You can’t just hand it off all, “Here, you deal with...

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