3 Tips For Marketing A Vacant Rental Property

If you own a rental property that you need to get filled fast, you’re going to want to have a few tricks up your sleeves when it comes to marketing your property and finding a qualified tenant. But for property owners who also have full-time jobs, families, and other responsibilities, you likely can’t or don’t want to be spending hours a day scouting for good tenants. Luckily, you can use good marketing strategies to help you in doing this.

To show you just how this can be done, here are three tips for marketing a vacant rental property. 

Ask For Referrals

If you’ve had good renters in the past that always paid their rent on time and didn’t cause damage to your property, or if you know of people that you trust to send a good tenant your way, you might want to ask these groups of people for any referrals they might have.

People always seem to know others who are looking for a good place to live with a good landlord. So if you can find a trusted source to send someone to live in your rental property, even if this means giving other current tenants a break on rent for a month or other perks, this could be well worth your while. 

Set Up Strategic Signs

Another strategy you might want to try is putting up signs in areas where you know there might be tenants interested in moving into a rental property like the one you have available. 

Depending on the property, the neighborhood, and other factors, you might want to put a sign out front of the rental property, near the closest school, in a heavily trafficked shopping area, or at a community center close by. While this might seem old school, it still can be a great way to give people in your area information about a property that they might want to move into. 

Post A Video Tour

One of the best and easiest ways that you can market a vacant property that you want to get rented is to post the information online.

Along with a quality description of the property and what you’re looking for in a tenant, you should also consider including a video tour of the property. By having a video tour available, people will be able to get a better idea of what the property looks like before even having to set up a tour. This way, you can weed out a lot of potential tenants who may not actually be interested in the property after seeing it for themselves. 

If you’re trying to get one of your vacant rental properties filled, consider using the tips mentioned above to help you market your property effectively.

Elements Of A Well-Built Business Website 

If you want to draw the attention of web users to your business, then you have to work to develop a well-rounded digital approach.  No one online marketing tool will help better than a well designed business website. 

Your business website serves as a foundation for the whole of your digital presence.  People will go to your website for information, for connection, and for purchases.  It’s up to your business to present a finished product that is proficient at serving your consumer base online.  

Here is a brief overview of some of the most important elements of a well-built business website.  Consider how these tips can help your business better serve your digital community.  

Develop a clear path for movement

When web users land on the homepage of your business website, making their next move should be second nature.  If you design your site to be easily explored, people will explore.  

Adding simple navigation options is the best way to give users a clear path to exploration.  Check out the navigation bar design for this salesforce consulting service online.  

There’s no confusion on where to click to check things out.  Stationary navigation bars are so common in design that web users will click on your tabs out of sheer muscle memory and habit.  

Offer quality content to explore 

A business website that offers something interesting for users to dig into upon arrival offers added engagement.  If your business sells a product, you need a product page that lays out all the options for consumers.  

You could also consider adding a blog section to your pages tab.  Fill your blog with useful information that’s relevant to your business model, and give users a reason to really spend some time on your pages.  

Make communication simple 

A great business website gives users plenty of chances to ask their questions or solve their issues with just a simple click of a button.  Your contacts page should be a standard part of your design, but make certain there are several different routes for people to travel when they wish to contact your operation.  

Phone numbers, email addresses, a simple contact form, and even an email signup form make it easy for users to leave their mark before they go.  Develop communication effort on your website, and you’ll develop a stronger customer relations strategy.  

Focus on good SEO 

You should make certain that search engine optimization is a regular part of your designing vocabulary.  None of your efforts to connect with users will matter if you can’t get them to your pages in the first place.  SEO will help you craft a design that is more visible when users search relevant topics online.  

Top-notch Digital Marketing Services by Law Firms

The first step a law firm takes into digital marketing may prove to be an overwhelming endeavor. To cultivate a successful strategy, it is vital to walk clients through every marketing process and its benefits. This is a good way for the client to gain basic marketing knowledge and concepts. Next, a law firm digital expert should provide clients with efficient methods to help their businesses grow and set business goals and objectives effectively and efficiently. Depending on the law firm you choose, there are diverse digital marketing strategies and services offered to clients for the growth and development of their business.

What are the digital marketing services offered to law firms?

The most common digital marketing strategy that a law firm can provide for its clients is Search Engine Optimization (SEO). The firm’s SEO specialists first assess content on your website before optimizing each element so that you are more visible across online platforms during searches. Once you create an online campaign, then you will see positive changes.

The law firm’s web design team helps you set up a thriving website that focuses on optimizing the content and enhancing the user experience of anyone visiting your site. In addition, it is advisable to onboard a chiropractor who specializes in digital marketing to enhance the conversion rate of visitors to leads. Once this is done, you will experience a drastic increase in traffic and increase in business.

Consulting a law firm for effective social media marketing is one way to guarantee that you thrive in social media by using industry-specific content that is more relatable to your target audience. Using strategic content is a step towards achieving your law firm’s strength on all social media platforms. Having social media experts ensures that the results are positive regardless of your platform of choice.

As a law firm, it is vital to enhance your website’s conversion rate of visiting users into clients. A digital marketing team effectively ensures that this is achieved by making every visit a user makes to your site count. Through effective strategies on turning prospects, you can assess vital elements on your landing page and implement necessary changes to turn visiting users into customers.

Why law firms benefit from digital marketing agencies

The most important benefit your law firm is likely to benefit from a digital marketing expert team is the availability of personalized strategies that turn prospects to clients. It also gives you access to professionals ready to work with you in creating an effective marketing plan that complements your unique business needs and industry standards. It also helps you focus more on providing clients with better services and serious consideration of clients’ needs.

Having a professional team on your side gives you daily feedback on all campaigns and recommendations on the campaigns that need to be improved. This is a good way of ensuring success and business growth across multiple online platforms.

Tips For Refining Your Business Website Design

If your business website isn’t really producing the response you had hoped to see when you first launched, boosting traffic may be as simple as tweaking a few aspects of your design.  The more you know about effective digital design, the more productive your content will be.  

Take a few moments out of your day to revisit some of the most basic digital design aspects.  Here is a brief look at some design tips that will help you refine your business website, and draw more traffic to your digital home base today. 

Keep your navigation simple

Design your website to be inviting and easy for arriving web users to explore.  A simple navigation bar along the top of your site’s design is the best way to encourage exploration.  

Clearly lay out the various information offered on your site.  This home loan company in Australia provides an excellent example of a stationary navigation setup in motion.  

Add elements of communication

Communication is a top priority when you’re working to create a business website that turns interest into conversions.  People need the ability to gather more specific information, and a company that quickly responds to its customer base is a company that finds success.  

Design your website to make it easy for users to communicate with your operation, and make certain to provide swift responses to inquiries.  Add an email signup form to your contact page, alongside several phone contacts, and maybe even a chat bot.  

Learn to incorporate SEO 

Search engine optimization should be a regular part of your vocabulary if you’re working to design a business website that actually connects with your consumer base online.  

SEO is just a base term that includes a long list of design tactics for boosting the usability, rankability, and visibility of your content.  You’ll have to dig into all there is to learn to really grab hold of what SEO really aims to achieve.  

Show users who you are as a business

Your website should represent the mission, goals, and good qualities of your business.  Your “About” page is where this information is best served.  

Give web users a brief bio about the achievements of some of your most pivotal employees.  You may also benefit from adding a few customer testimonials.  People like to hear that others have had a positive experience.  

Design to keep users engaged

Whatever you do, make sure your design makes people want to do something.  Engagement will buy you precious moments to strike up a lasting connection with visiting web users.  Add videos, high quality images, and a few compelling call to action entries to give users a whole experience while visiting your pages.

10 Critical Items for Your Next Marketing Plan Audit

When’s the last time you had your marketing plan audited by an outside expert?

You do have a marketing plan, right?

Why would you need an audit?

  • Sometimes an organization’s ideas can get a bit stale, over time
  • A company can develop an echo chamber in their own culture, and convince themselves of things that may or may not be true
  • Not everybody has heard of all the latest greatest best practices

And when you’re out of touch, that’s a recipe for

  • Losing business to the competition
  • Losing the interest of your customers
  • People starting to think you’re no longer relevant

Unfortunately, if you aren’t current, people may question everything else about your business.

“If they’re not doing THIS great idea, what other good things are they not doing?”

The marketing plan audit we did for The Perfect Workout led to them discovering a new source of leads and sales, and a 400% ROI.

So, in the spirit of making sure that your marketing plan is up-to-date, here are 10 things you need to have SOMEBODY from the outside take a look at:

  1. Are you 100% sure that your pixels and tracking are installed correctly and that your data is accurate?
  2. According to your website analytics, what marketing source is driving the most conversions? What landing pages drive the most conversions? Is your organic traffic increasing over time?
  3. Are you aware of all the third party performance benchmark reports (on things like advertising, email and landing pages) out there, and is your performance at least average, if not better?
  4. Are you on the most important social platforms for your target customers? Are you advertising there? In your social advertising, are you creating new ad ideas each month? Have you tested new targeting this quarter?
  5. Are your email open rates hitting industry standard levels? Are you split-testing new subject lines? Have you checked on deliverability and blacklist issues to be sure you’re OK?
  6. Do you have someone who loves writing creative copy and is constantly testing new ideas on your audience through ads, emails, and landing pages?
  7. How many people do you need to reach to achieve your lead gen or sales goals, and are you actually reaching that many people?
  8. Are you using all the advanced Google ad technologies that make sense, like responsive ads, site links and other extensions, and call tracking?
  9. Does your website look and function equally well on every mobile device as it does on desktop, and do your analytics support that answer?
  10. Do you have a content plan that fits your platforms and goals? Is your brand flexible enough to allow the creation of diverse and compelling content? Is your content plan informed by SEO research? If you have a content calendar, is it flexible enough to change based on what your analytics insights tell you? Have you found a way to create at least some kind of new video with some frequency for use in social media and ads?

These are a few of the questions that a good marketing plan audit will answer.

And from there, you can revise and improve your marketing plan, and get better results for your business!

10 Reasons You’re Not Getting More Business

Do you want more new business?

Let’s face it- if you’re not getting new business, you’re at risk. The existing customers could dry up. A recession could hit. Who knows what could happen!

So, if your new business growth is not where you’d like it to be, what’s wrong?

Here are 10 things that could be blocking your organization’s customer growth.

BUSINESS BLOCKER #1: You’re not getting enough attention

If not enough people are giving you money, or buying from you, or inquiring, or coming into your store… do they even know you exist? Do they remember you exist?

You need to get people’s attention, then interest, then desire, and only then will they take action.

How many people’s attention does your business have right now?

  • How many ad impressions do you get a month? How many people do you reach?
  • How many emails from you do people open?
  • How many outbound sales calls does your org make?
  • How many leads do you get?

Even more importantly- how much is enough?

A simple rule is that you need to reach 1,000x as many people as you want customers, and you need to get their attention 5x before you can expect anything from them.

BUSINESS BLOCKER #2: You’re not getting enough traffic

Most businesses rely on website, store or phone activity to get new business.

  • How much website traffic are you getting per day?
  • How many people call a day?
  • How many people are visiting your store daily?

You need 100x as much traffic as however many customers you want.

BUSINESS BLOCKER #3: Your website doesn’t convert people to leads or sales

A lot of people have nice looking but ineffective websites. They don’t even know what their website conversion rate is. That’s like driving without knowing how fast you’re going.

And even worse, if you don’t generate enough traffic, you can’t find out if your website is the problem.

BUSINESS BLOCKER #4: Nobody wants what you offer

For newer businesses, if they’ve never sold at volume, they have an unproven product or service.

The first question to answer is- does anybody want this? Will they pay for it?

Then you can answer WHO will pay for it.

And in order to find out if they want it you have to get in front of them or get people to it.

BUSINESS BLOCKER #5: You’re not aggressive enough about promotion

If you build it, and that’s all, they won’t come.

Marketing and sales are about driving attention, interest and desire.

Some people aren’t aggressive enough- they choose only passive strategies like SEO or content creation.

If you’re not doing something outbound like advertising, networking, or outbound SDR, you’re going nowhere fast.

BUSINESS BLOCKER #6: You’re afraid to spend money

You have to spend money to make money. Why do you think all these new businesses want funding? Making money is expensive.

Attention, traffic and leads cost money. You have to spend it.

That can be hardest at the beginning, but even when times are tight, you have to keep investing. Businesses that pull back on promotion when things are down just end up going down even faster.

BUSINESS BLOCKER #7: You don’t have a creative solution

Content marketing is important for a lot of reasons, but it requires creating that content.

Ads and emails are powerful ways to get attention and traffic, but they require creative copywriting.

Ads, websites and landing pages are compelling ways to get new business, but you need to have an eye for graphic art, and an understanding of how creative affects customer psychology.

Creative skills and resources are critical. And they are often missing from many marketing plans and departments.

As a result, organizations show up in the marketplace looking and sounding mediocre, and fail to impress.

BUSINESS BLOCKER #8: You don’t have a scientific mindset

Business used to be a guessing game. But now we have data, especially online.

We get insights and reports that tell us what works and what doesn’t so that we waste less money and get a bigger response from customers.

If you’re not trying a lot of creative, copy, and new ideas, and learning from what the data says about the customer response, you’re stuck in the old paradigm, you won’t be able to be competitive, and eventually you’ll be replaced by newer companies and people.

BUSINESS BLOCKER #9: You don’t put enough time in

Sometimes we don’t have enough resources to do what needs to be done with sales and marketing.

Sometimes things are going well, so we coast.

The most talented people have drive. The best companies have lots of people who have drive. They are internally motivated to keep doing more and getting better everyday.

BUSINESS BLOCKER #10: You’re not continuously learning

The only constant is change.

Even when digital marketing and sales were young 10 years ago, there was a ton to learn in this space. But it doesn’t stop. Things continue to advance and get more complicated.

What worked 10 years ago may not work now- for example, SEO is much, much harder for new companies as a viable traffic source.

And what wasn’t a good idea 10 years ago might be now- for example, so many companies have gone online with lead gen, that fewer people are cold calling, and sometimes it works better than it did in 2000 or 2010.

You and your marketing and sales people must keep learning- must keep getting training, must keep reading, getting mentored, and going to conferences…

But only if you want to get and stay on top.

top view image of office desk with notebook and the word blog

10 Blogging Tips: How to Write a Blog

If you want learn to write a great blog post, you’ve come to the right place.

You may have realized that the less you put into your writing, the less people read it. There are literally millions of blog posts out there, so you have a lot of competition, and you have to be good to rise above it.

You may have written OK blog posts in the past, but if you follow the 10 tips in this article, you’ll be able to write excellent blog posts.

And then you’ll get more social shares, links to your website, website traffic- and your business will grow.

Blogging can be a very powerful way to get attention, website traffic and, ultimately, sales.

  • Blogging is popular. In 2017, 66% of marketers reported using blogs in their social media content (source). One of the reasons blogs are so popular is because they’re so effective at getting you the online marketing results you need.
  • Blogging drives more traffic. Websites with a blog have tend to have 434% more indexed pages (source). When you have more pages, you get more traffic and Google may view your site as a bigger authority.
  • Blogging gets customers to contact you. B2B marketers that use blogs get 67% more leads (customer contacts through their website) than those that do not (source).
  • Blogging helps ensure the business goes to your company- not the competition. 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep (source), so even if sales is your goal, you need to hook customers before they decide which company’s sales reps to talk to, and blog posts do a great job of that.

So, you know you need to blog…

But how do you do it effectively? Here are the 10 blogging tips we’ll cover:

  1. Minimize Interruptions
  2. Start With a Good Blog Post Idea
  3. Research Your Topic
  4. Create a Blog Post Title Concept
  5. Outline Your Major Points
  6. Write Some Stuff
  7. Make The Post Look Good
  8. Write Your Intro and Conclusion
  9. Leverage Copywriting
  10. Edit

Let’s get into it!

Minimize Interruptions So You Can Get Your Writing Done

Writing requires focus.

Photo credit: Writix

Because when you’re interrupted, you lose your place and the context of what you were doing- so it’s important to have stretches of time where you can focus 100% on the writing.

One solution is the Pomodoro technique, which basically has you write for 25 minutes at a time. And then take a break. There are free Pomodoro timers online that you can Google.

It’s also a good idea to schedule time to write. I block out a couple hours every morning that could be used for writing. Write at the time of day that’s best for you.

But the critical thing is:

  • Don’t let people interrupt you. Close the door, tell them stay away. If necessary, explain to them why blogging and this uninterrupted time is so important to your company’s success.
  • Don’t let pets interrupt you.
  • Don’t let kids interrupt you. Don’t neglect your kids, but either give them an activity or do it while they nap, etc.
  • Don’t let your phone interrupt you. Put it on airplane mode. Do Not Disturb doesn’t always work.
  • Don’t let your email interrupt. Close it. It should be sufficient to check email several times a day.
  • Don’t let fake emergencies interrupt you. If you are not an ER doc or fireperson, or EMT, then you’re not in the emergency business. Sometimes we can get hooked on the adrenaline experience- it feels so good to solve an urgent problem- but this keeps us from getting into the kind of mental/emotional state that allows you to build your business.
  • Don’t let social media interrupt. If you’re addicted to it, control yourself! :-)

Your habits, routine, or the way you’ve taught people to treat you can get in the way, and may require a change.

Control your schedule, your time and your focus, and you’ll get more done.

Leverage Copywriting in your blog writing

Copywriting, in marketing, means writing copy (words) that get people to do stuff.

We’re going to include copywriting in our processes of getting an idea, creating the title concept and writing the post. So I’ll talk about it more in some of the other tips, but first we need to talk about the basics.

The most important principle of copywriting is that your audience/customer has problems and needs solutions.

If you don’t understand those two things about your customer, you’ll never get great results with writing, marketing or selling.

Problems include:

  • Pain
  • External Obstacles like a car not working, a lack of revenue or needing new technology
  • Internal Obstacles like stress, fear, mental ruts and misconceptions

Solutions include:

  • Pleasure and positive feelings
  • Goals, dreams and desires, whether internal or external
  • Benefits, which includes anything good that people will get out of your writing, products or services

The reason human beings do anything is to get away from pains and problems and to move toward pleasure, goals and dreams.

If you know those two things, you can get people to do stuff.

You need to know what those things are for your customers so that you can influence them.

Start With A Good Blog Post Idea

Where do ideas come from? Nobody knows.

So if you don’t have one, you may need some stimulation before inspiration strikes.

And that includes:

  • Coffee.
  • Thinking about your customers, their problems and what they want.
  • Searching Google and social media for other people’s blog posts.
  • Looking at the Google Keyword Planner (we’ll cover that in the next step) for what people are searching for related to your general topic.
  • Walking or driving.
  • Talking to other people about your topic.

Once you have an idea, you’re good- we’ll refine it next.

Research Your Topic to Ensure You Get Traffic

This stage is critical because if you don’t look at what people really want, they may not want what you create.

You need to make sure that your topic or angle on your topic is in-demand.

The way to do that is:

  • Go to Ads.Google.com and use the Keyword Planner to find monthly search volume for your topic.
  • Type phrases into the YouTube search box and see which searches come up first.
  • Use Buzzsumo to research which articles on that topic have gotten the most social shares, and also to analyze the niche itself.
  • Look at your website analytics on past posts and see which ones have done the best.

All this data will tell you the top keyword for your blog post.

And that keyword is where we’ll start with the blog post title.

Create a Title Concept That People Will Care About

The blog post title is the first thing people see, and it makes them either decide to click or not. It influences whether they share your post.

The title can also help structure your writing.

If we have a blog post keyword like “how to write a blog” or “blogging tips” then we can start with that, but we need to add some copywriting.

A blog post title is going to be a lot more compelling if it includes a pain/problem/obstacle or benefit/goal/solution.

People need to know why they should read it. What’s in it for them?

The other aspect of title creation is deciding what kind of post it is:

  • List post (5 things, 10 things, etc. e.g. Five Types of Lists Posts)
  • Why post: has “why” in the title- e.g. Why You Should Blog More. We could write a “why” list post like 10 Reasons You Should Blog More.
  • What post: has “what” in the title, e.g. What You Should Blog About.
  • How-to post: how to solve a problem or reach a goal, e.g. How to Write a How-to Post.

Deciding one of these four options will make writing the outline easier, and writing the outline makes writing the post easier.

I personally prefer list posts, because all the data I’ve analyzed says that they’re the most popular and most shared.

Although there are exceptions, in general, the most popular list-posts are 10 things and 5 things is not far behind. But 5 things can be easier to write if you know enough to go into depth. Just keep in mind that you need to write 1000-3000 words overall.

Outline Your Major Points First, to Avoid Writer’s Block

Writer’s block is one of the biggest problems you can have with writing a blog post.

There are many reasons for writer’s block, but many of them go away when you know your topic and have an outline.

Your outline becomes your to-do list for writing the article.

It’s easier to write when you already have an outline. And it’s easier to outline before you get into the details of actual writing.

Just start writing some general points you want to make.

If you’re doing a list post, do you have 5 or 10 points? You may need to combine or separate ideas to get to 5 or 10.

Write Some Stuff

Now go back to any point in your outline and start writing.

  • What’s this point about?
  • Why is it important?
  • What’s your opinion about it?
  • Do you have any stats or references on it?
  • How is this going to help them?

If you have trouble writing it, try voice dictation- Google Docs has a free, built-in voice-to-text feature.

It’s not perfect, but it might be worth it to you to edit the mistakes if this is the only way for you to get your ideas out.

Make The Post Look Good So People Actually Read It

When people first see your post, it better look good. Does it look credible and appealing?

Does it look readable? You can edit for readability, but making it look readable is a visual kind of edit.

You can’t have too many large paragraphs or they’ll scare people away. It just looks like too much work.

It’s ok to have a single sentence in a paragraph.

It’s possible much of what you learned about writing in school will not help you get the average person to read more. Because so many people don’t like reading. And because many English teachers believe in rigid rules that don’t always create the most readable text. Free yourself from your English teacher. It’s our language. We can do what we want with it. Learn the rules well enough that you know when to break them.

All of this visual stuff is about making it easier for the reader:

  • Start with an image that represents your topic or your opinion on it. Blog articles with images get 94% more views (source).
  • Vary your paragraph sizes
  • Keep whitespace- don’t fill everything up with text.
  • Add bolded subheads so people can orient themselves, skim and choose what to read. 43% of people admit to skimming blog posts (source).
  • Use bullets or numbered lists whenever possible to break up the monotony and make them easier to list. Whenever you find yourself writing a sentence with at least 3 things in it, you might consider bulleting.
  • Add an image for each major section of your blog post- if it’s a list post, a 5 things post has 5 images for those 5 things.
  • Find images that are high quality and/or funny. Attention-grabbing images help keep people on your site. Just having one blah stock photo as the only image in your blog post is not going to impress anybody.

If you do these things, your blog post will look interesting and professional.

Write an Effective Intro and a Motivating Conclusion

A good intro bridges the reader from the blog post title to the rest of the content.

An intro should answer the questions:

  • Why should I read this (what’s the benefit or what problem will it solve)
  • Am I in the right place? do I want to be here?
  • What is this article gonna talk about
  • Should I trust this article- stats well known third parties-

Good conclusions are more important than you may think- they can:

  • Create a feeling of closure and satisfaction
  • They can get people to take action- whether it’s to use the info you presented or to subscribe or contract you or something meaningful to your business.
  • People remember the beginnings and endings of things more than the middle
  • Leave people with a good feeling

The intro and conclusion are like a greeting and a goodbye when you visit a good friend. If you neglect them, your post will have less impact.

Edit Your Blog Post

Editing is about fixing errors but also flow and appearance.

Keep in mind the visual tips above, and read your post out loud to see if there are any hidden mistakes or awkward phrasing.

Your written word will probably never sound exactly like you speak, but the closer you can get it, the better.

Keep previewing the blog post and trying to look at it from your audience’s perspective.

  • What’s missing?
  • What’s weird?
  • Where in the article does your mind drift and you yourself don’t want to read it? Why is that? Fix it.
  • Do you need to make some parts more positive?
  • Is there enough tie in to the pain points and benefits of what you’re talking about?

WordPress may tell me I have about 10 revisions already by the time I finish the first draft, and my final drafts may have 30 revisions total.

You don’t have to be as OCD as I can be about editing for flow and appearance, but if you do want to, we’re taking about dozens of revisions.

You know you need to be done when:

  • You keep changing one word back and forth and can’t decide.
  • Your dog really needs bacon right now.
  • Your eyes are bleeding.

DaVinci said that “art is never finished, only abandoned.”

You’ll reach a point where it’s good enough, and that’s the time to publish and move on.

After all, you want to write at least a blog post a week and you have other things to do, right?


All you need to do now is… write!

Get to it!

Jim Carrey from Dumb & Dumber poking head out of limo window

The Biggest Mistake Marketing Strategists Make

The biggest failure of consultants that only do marketing strategy:

If they’ve never done implementation they haven’t seen what works and what doesn’t.
Get someone who’s done it!

If they used to implement and now do strategy, there’s a good chance their ideas are at least several years out of date.
Get someone who does it now!

Marketing strategists don’t have access to companies doing working strategies right now. They attract companies that are doing it wrong, and they only see outlier case studies of strategy that the media and bloggers write about.
Get someone with their own data on their own clients!

Those outlier case studies often have to be “news” to get published. Most people don’t hear about last year’s strategies that are still working for a lot of companies- for example, google ads, webinars and email marketing are still highly profitable. These aren’t exciting enough to write about, so marketing strategists get a skewed idea of which strategies are most likely to work.
Don’t just listen to the news- listen for best practices!

Those outlier case studies are exceptions. Just because it worked for them doesn’t mean it will work for your company. Those strategies were a fit for that company but may not fit yours. Without a way to appraise your company and categorize it, they will apply a one-size-fits-all approach. They may call it customized because they recommend customized messaging, but the prioritization of strategies and budget allocations may be very similar, and may not work for you.
Get someone who customizes!

You need the strategies and tactics that work for most companies not just what worked for random outliers. You need it customized to your company.

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UNMUTE Your Business

A life, business and marketing lesson I learned from my first voice lesson with an OPERA SINGING teacher. Yes, really! Oh, and James Brown. Make it funky!

What happened? Singing!

  • I went and got my first singing lesson
  • The first, most basic thing he taught me was to hold your head up and keep your mouth open really wide.
  • It was really uncomfortable! 
  • It was just me and the voice teacher in the room- but people who don’t even exist are making fun of me… There’s no one there making fun of me but in my head people are criticizing me.
  • He’s trying to teach me to create this ideal singing sound in my vocal cords… to get those cords to vibrate freely. There’s a certain tone a really good singer has. It’s very open it’s joyous.
  • When people sing with that natural, free, open tone, a joy comes through that listeners resonate with. It emotionally impacts them, the way that one tuning fork will cause another one to vibrate to the same frequency.
  • He says “stop that.” Stop what? “You’re bringing your head down and constricting your vocal cords.” I’m closing off my voice making it harder for myself to sing! 
  • I’m muting myself. Why am I muting myself? Why am I automatically subconsciously choosing to turn off my own voice?! Isn’t that the ultimate self-criticism? It’s creative suicide. It’s personality suicide. why am I making it harder to express myself and why is it so hard for me to open up and not want to make fun of that?

What did I learn? Express yourself!

  • I’m a marketer with an ad agency. I write books. I’m a keynote speaker. I do some comedy with that. There’s a lot of creativity in my life. I’ve done music. I’ve done a little bit of visual art.
  • But I shut off a lot of that creativity. I’ve been in business focused on profits, results, analytics and all that left-brain, practical stuff.
  • The way that I showed up trying to sing said something about where I was at expressing myself in other areas. The way that I tried to sing says something about how I’ve been showing up in business.
  • I muted my singing voice and I’ve been muting myself in business. I haven’t been writing books. I haven’t been putting blog posts out. I have been doing videos or podcasting.
  • I’ve been conflicted about how I should show up and how much of myself should I let out.
  • What I learned in marketing is that to affect people psychologically, to get those business results we all want, you need creativity. You need creative people. You need to express yourself.
  • If I want to achieve full impact in business, I have to express myself and ship it without worrying about how it’s going to be received.
  • I’ve also learned that as an author and speaker trying to brand and promote myself that, when I hide my light under a bushel, when I don’t put myself out there, when I’m afraid to be myself, I’m less powerful. I’m blah, I’m like everybody else. I don’t stand out.
  • Plus being more creative and expressing yourself is essential to achieving your full potential.
  • I was just watching a James Brown documentary and he talked about you know be yourself put yourself out there being you, being weird, being unique, loud and proud. 
  • There’s only one you. One of the most valuable things you have is who you are… that’s your gut instinct, what your heart says. Even when it’s different, express it. Speak your peace.
  • The right people will hear your honest, confidence expression and respond to you positively. Who cares about the other people?
  • If I want to really sing and really express who I am, stand out and find the people who wrote resonate like a tuning fork with my particular expression then I have to sing out.
  • Ignore the critics. There are a lot of people out there when we’re growing up or even now as adults who seem to want us to conform. To be normal. To be like them. To be mediocre. To stay quiet. They may not intend to suppress personal expression. It may be a kneejerk subconscious reactions sometimes to be critical or sarcastic or judgmental. If it’s subconscious, who cares? They may not really mean it. If they do mean it, why would you care what a mean person thinks? Don’t take critics personally.  And don’t let fake or past critics live in your head. They aren’t real.
  • I learned I need to hold my head up and express myself. I can’t mute myself or turn myself off.
  • Keep your head up and keep your mouth open expressing who you are.

How is that a change for me? I’ve done it before but I got stuck!

  • I’ve been really stuck. I’ve been overthinking it. I’ve been trying to figure out systems. I’ve been learning a lot of stuff and working with clients and keynoting but
  • I haven’t been creating a lot of business content. I haven’t been finishing blog posts. I haven’t been finishing the editing of videos. I haven’t been diligent in finishing my book ideas.
  • This isn’t who I am. I wrote 5 books in four years. I’ve a written hundreds of blog posts. I’ve created tons of videos. I’ve written thousands of stand-up comedy jokes and routines since 2006.
  • Somewhere in the last few years, I became afraid to be myself- afraid that, if I express myself, I will lose business.
  • Looking back, it was just time to reach a new level of expression.
  • I had compartmentalized business. I thought business was different from creativity or that personal development should be separate from from business. I’m finding I can’t live that way. I can’t keep business creativity and personal development separate, because they’re not. I also think that it might be helpful to other people if I combined them too and showed how my creativity and my personal development helps my business and my marketing.

What I’m committed to doing:

  • What’s brought me out of that- I’ve been on this path… I read The Artist’s Way (highly recommended- one of my top 100 non-fiction books of all time) and I started doing “Morning Pages” which is writing 3 pages every morning in my composition book. Sometimes it’s less, sometimes it’s more, sometimes creative, sometimes it’s journaling, sometimes I’m learning things… and it’s it’s helping me evolve. I’m building a creative studio. I’m taking these voice lessons. I’m making music.
  • All that stuff doesn’t seem directly related to marketing or business but it is really related…
    • It’s about who I am- knowing and expressing that instead of being a frustrated, unconscious drone.
    • It’s about Expression, about creativity and inspiration and feeling motivated.
    • How I show up as a marketer with ideas and energy for clients and my team.
    • The skills I bring for that work to get the business results they need.
    • The presence, power and confidence I can bring to a keynote speech.
  • I’m a learner. I need to be stimulated. I need to go out find new things.
  • I’m going to continue to take the singing lessons and see how that affects my expression.
  • I’m writing music and discovering what I have to say the world and how that affects what I want to write in a nonfiction book.
  • I’m committed to doing these videos and expressing what’s going on in my real life and how that relates to business…
  • I’m showing up as a real person to express, to not be afraid to show you who I really am, to not be afraid of judgement or of losing business as a result of that.
  • I’m holding my head up, opening my voice and singing my heart out.

My Challenge for You Is…

Take a look at how this relates to you:

  • Is there some other thing in your life like this- a limitation holding you back?
  • A stuckness that might be hurting your business as well? 
  • Is there is there something in your golf game that you have trouble with it that relates to your business or your marketing?
  • Is there something about how you go to the gym and work out- where you overdo it or under do it or your challenges there that relate to the way you do business?
  • Is there a problem you have with your your spouse or your significant other- with the way that you approach that relationship that shows up the same way in your business?
  • Take a look. It may be there for you. It may not be.
  • You may find inside there you may find there’s a block. Something you’re doing that you’ve always done that way, and if you can break through that you’ll get to the next level. You’ll get what you really want, whether it’s profits or more freedom or a more enjoyable experience of your work…
  • Don’t be afraid to to look at yourself and face these challenges.
  • If you’re like me you have always been growing. You’re always daring. You want more… and that has to come from inside- not just out there in business.
  • Find that inner limitation that’s limiting your business so you can take it to the next level

I hope that was helpful to you!

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