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.
How To Serve Your Audience
“What’s in it for me?” Every reader, listener, or viewer of your content is going to ask themselves this question. It might come off as selfish, and that’s because it is. Nothing is more valuable than our time, so we should be as selfish about it as possible.
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
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
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.
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
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. Let’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,
People Don't Buy Commodities, They Buy Feelings
It’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
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: • 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
Why It Pays To Have A Cool CEO Edition
Happy Thursday, Many advertising campaigns (especially the big ones) have been completely spoiled thanks to Covid. Ads that show large groups - not relevantAds that show travel destinations - waste of moneyAds that pretend like nothing is happening - bad tasteOne ad I saw this week really demonstrated how constrained
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
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
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’