A brand is a “marketing promise.” You are giving potential customers a promise that your organization or product will benefit them in a specific way. So, when you create a brand along with a tagline, you know you’re on the right track when there’s a positive promise implied. For example, notice the promises expressed in
Tell Your Marketing Story in a Sentence
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
Market to the Low-Hanging Fruit
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
Self-Promotion Versus Your Self-Esteem
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.
What You Need to Know About SEO
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
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