As I consult with businesses, non-profits, and authors, one of the first ways I help improve their marketing is by asking them to write out value statements. A “value statement” is simply an individual sentence that describes a specific result that the customer can receive. The point of creating these statements is to use promotional
Archives for July 2013
Have you ever visited an orchard to pick apples, oranges, or peaches? When standing underneath the tree, you quickly realize that you can only reach the low-hanging fruit. Getting the fruit up high takes a lot more work. So, you spend your time picking as many of the lower items as you can reach. In
If marketing your book, business, or non-profit with confidence feels like a struggle, you could be dealing with low self-esteem issues. For example: You’re hesitant to highlight the value of what you offer, because you think no one will care. You freeze up verbally, because you’re nervous that you won’t say the perfect pitch line.
If you tell someone that you want more people to visit your website, you will usually hear something like, “You should improve your SEO practices.” In plain English, “SEO” is a term used by website programmers that means for “Search Engine Optimization.” This concept refers to employing various methods to help make your website appear
Did you know that the marketing language publishers create for your book’s back cover copy is rarely written by the marketing department? Instead, an editor with little marketing experience or a freelance writer outside the company is tasked with creating this important copy. This practice may explain why so many books display such ineffective, boring