Why do some people sit for hours at slot machines, their sweaty little fingers dropping quarter after quarter, eyes glazed over as pineapples, gold coins and 7s spin in circles? It’s the allure of the random payout. Gambling would be much less fun (though much more lucrative) if you knew exactly when you would hit.Continue reading “3 Ways to Make Your Content Addictive”
Category Archives: Strategy
The Inbound Marketing Land of Unicorns and Unbruised Egos
Oh, happy day! No more cold calling or evil outbound interruption marketing. No more rejection or wasteful direct mail. All pre-revolution relics, that’s what they are! In fact, the magical wonders of inbound marketing are so amazing that we can, nay we must, forget everything we’ve ever learned about marketing prior to 2008. It’s allContinue reading “The Inbound Marketing Land of Unicorns and Unbruised Egos”
Give It Away Now – Why Freemium Is The Future for All of Us
Freemium is a “business model that works by offering a game, product or service free of charge (such as software, web services or other) while charging a premium for advanced features, functionality, or related products and services.” (Wikipedia) David Rogers’ article How to Make Piles of Money from Charging Nothing sums the concept up nicely: “The freemium businessContinue reading “Give It Away Now – Why Freemium Is The Future for All of Us”
On Being Cheaper
Cheaper is easy in the short term. Easy to advertise, differentiate, compete. “We’re Cheaper!” says the ad, website or proposal. Cheaper works really well for retail. Walmart was built on it. But retail chains and websites have an advantage that professional services don’t: They can sell in volume. Sell 2,137,211 doggie chew toys through your blog atContinue reading “On Being Cheaper”
Media Mogul
Go back 20 years or so. You read an article about how one day you’ll be able to produce your own TV show, magazine column and radio talk show. You can do it cheaply and with no network suits restricting what you can or can’t talk about. In fact, you’ll own the network. You canContinue reading “Media Mogul”
The Sound of Silence
When you first start creating your content, understand that you will be the only one enjoying it…for now. So until you build your online audience, reach out and put your ideas right in front of a targeted list of prospects. Write letters, make calls, give talks. The media you use doesn’t matter. The ideas youContinue reading “The Sound of Silence”
Easier
Branding advertising campaigns for professional services (Insert firm name here, tagline, “Industry-leading something or other,” phone number and website) exist not because they are part of a larger, well thought out strategy. They exist because they’re easy. It takes thought and time and commitment and effort and tough decisions to develop an effective business developmentContinue reading “Easier”
Repeat
You’ve built a database of 400 companies/decision makers who would make ideal clients. You make contact. (letter, phone call, whatever) What now? Most of your real ROI isn’t going to happen right after your first contact…it will come weeks or months later, when the timing is right for each particular prospect in your market. ButContinue reading “Repeat”
The Bourne Salesperson
Between knife fights and car chases, Jason Bourne stops everything, goes online and does his homework. He researches his leads, learns about his targets and formulates a plan based on this new knowledge. Not nearly as sexy as jumping off a roof into the East River. But without the research, he wouldn’t have found theContinue reading “The Bourne Salesperson”
Gynormous!
Which is better? 1. 500 attendees at your next webinar 2. 1 attendee at your next webinar I’ll guess that your first instinct would be to pick 500. But I’d argue that “how many” distracts us from the much more important question of “who.” The more people you are trying to speak to, the moreContinue reading “Gynormous!”
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