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Marketing

Marketing is simple: Make a promise and keep that promise. But that doesn't mean it's easy. Here are some thoughts I have about Marketing.

Stewart Hillhouse

Commodity + Brand = Novelty

How strong is your brand? It's a hard thing to measure. A quick way to find out is by asking your audience: "Will you buy a t-shirt from me?" To see the power of a brand, start by looking at merchandise. Presuming your main business is not selling t-shirts, asking

Stewart Hillhouse

How To Serve Your Audience

โ€œWhatโ€™s in it for me?โ€ Every reader, listener, or viewer of your content is going to ask themselves this question. It might come off as selfish, and thatโ€™s because it is. Nothing is more valuable than our time, so we should be as selfish about it as possible.

Stewart Hillhouse

Making Use of The Network Effect

The term Network Effect was popularized by Robert Metcalfe, one of the co-inventors of Ethernet. The Network Effect describes a situation where the value to an individual user increases as the number of other users sharing compatible products increases. Facebook, Uber, Airbnb are all modern examples of products that wouldn't

Stewart Hillhouse

The 3 Ps of Content: Purpose, Platform, Project

The first step in building an audience requires that you put out content. Content allows you to externalize your thoughts and opinions. This will create opportunities for likeminded people to find your ideas and become attracted to your work. In order to consistently create content, there are three aspects you

Stewart Hillhouse

How To Get Started Sharing Content Online

There are no original presentations, only original presenters.When you first begin to put your message out into the world, it will start off feeling extremely awkward. You'll feel unprepared, unqualified, and likely unoriginal. But it's not about the originality of your ideas when you start. That will come later.

Stewart Hillhouse

The Content Feedback Staircase

Creating content is the cheapest and fastest way to get validation of an idea. But some types of content require much more time and effort to produce. I've found that getting feedback on your content is similar to a staircase. You want to start with a low risk style of

Stewart Hillhouse

Serve Before You Sell

Modern marketing can be summarized in 4 words: serve before you sell. The premise is simple, but the execution can take many forms. Letโ€™s break down the two statements. What Does It Mean To Serve?Service means intentionally offering your time, knowledge, or resources to another. For a business,

Stewart Hillhouse

People Don't Buy Commodities, They Buy Feelings

Itโ€™s a mistake to think that people get value from your product alone. Your product may be what your customer says they want, what you spend all day crafting, and what you eventually deliver to them. But it's not where the true value exists. No one is in love

Stewart Hillhouse

30 Lessons Learned From Publishing 30 Podcast Episodes

The first thing you need to do is record a 30 second Trailer episode. This will help for two reasons: โ€ข It will force you to write the press release before the podcast goes live. Consider this your elevator pitch for why someone should plug you into their ears for the

Stewart Hillhouse

The First 180 Days Building an Audience - 5 Lessons Learned

At the end of 2019, I decided to begin getting serious about building a personal audience. My driving reason: to be able to travel anywhere in the world and be able to get a beer with a local who follows my work. And while that reason might seem strange, it

Stewart Hillhouse

On Twitter, You've Got To Take Any Opportunity You've Got [Twitter Case Study]

When starting anything new, I find examples to be the best way to learn. So here’s a Twitter case study of how I’ve been growing an audience by commenting on the posts of others. The Setup I don’t yet have a large following on

Stewart Hillhouse

Want Your Business To Win? Become a Category Creator

iPhone didn’t beat Blackberry or Motorola. That’s right, I said it. But before you call me a liar, let me explain why I say that. iPhone didn’t beat Blackberry because they weren’t actually competing in the same game. Heck, they weren’