The Blog

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What Do You Believe? Package THAT.

Everyone wants their ideas to spread. This is what marketing is all about. What is often neglected, however, is that you have to have an idea first. Everyone’s trying to sell “design” or “copywriting” or “coaching” or “services”—God forbid—but these things are merely categories, not concepts. What do you believe? Package THAT.       […]

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351

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Own Your Edge

Checking into a hotel can be a nightmare. Long lines. Tourists in hiking shoes. That bald guy pounding a beer. (At least, this was the scholarly scene I witnessed yesterday.) (Just kidding, I rooted him on.)But hotels are reticent to replace humans with technology, because they fear they’ll be sacrificing “the personal touch.” Do you know […]

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What if My Customers Aren’t All the Same? How Do I Appeal to Multiple Targets? It’s called Positioning (And for Once I’m Not Talking About the Kama Sutra)

SELLING YOUR STUFF TO OTHER HUMANS IS HARD. (Caps required.) It’s hard for a number of reasons, but one of the biggest reasons is because nobody really knows what to say. We’re all filled with a million different ugly little self-doubts floating around our nervous little brains. What should the headline say? Do I emphasize […]

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“But How The $&%* Do I EXPLAIN What I’m Selling?”

You know how when you go to talk about something you’re selling (a class, a product, an idea…) and you’re all, “BUT HOW DO I EXPLAIN THAT?” (Cue brainstorm hangover.) Things are always so much easier to understand in your head, aren’t they? After all, YOU know what you’re selling. YOU know how great it […]

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