ASH AMBIRGE

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She Wrote the Book On It

In: Online Marketing

At my retreat in the Cotswolds, this past summer, I gave everyone salmon-colored Kate Spade notebooks that read on the cover:

She wrote the book on it.

It’s a theme I teach and live and breathe and bleed. Everyone’s always asking, “How do you market yourself? How do you get people to notice you?”

(For the record, this question is a little bit like asking, “How do I have sex?” In other words, not exactly a straightforward process—unless you have found yourself in a very, very unfortunate situation.)

While there’s not one answer, there is one question you can ask yourself, over and over and over again:

What am I writing the book on?

Those handmade soaps—they’re just soap, but they’re writing the book on hilarious soap packaging.

Those hair ties for guys—they’re just hair ties, but they’re writing the book on making it cultishly cool for dudes. (And the co-founder in that video also happens to be the person I wrote about here in Chile in 2012. HOW'S THAT FOR FULL CIRCLE? I'll be writing more about their story soon.)

That bookkeeping service—they’re just bookkeepers, but they’re writing the book on making this EASY + HIP for business owners. (Their on boarding process is even fun.)

All of these things exist because they insist on something.

The best marketing isn’t a marketing activity at all–it starts with the statement you're making by getting into business in the first place.

What do you insist on?

When you're passionate about something as a rule, you don’t have to pay over and over and over again to muster it.

Jan 30

2012

Don’t Stand Out – Stand the Fuck Up.

Jan 30, 2012

So. If you recall, in the last post, I made up a ridiculous scenario where you were headed to your fake neighbor’s house for dinner, whose guts you may or may not have secretly hated. She was serving you quiche, at which point you made a face that slightly resembled this—> ?!?!?!?!!!!!. As a result, […]

In: Online Marketing

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Jan 22

2013

Why Your Clients Should Never Have to “Think About It”

Jan 22, 2013

READ THIS FIRST. People are moving so fast now that they don’t have time to think. They’re scanning, swiping, clicking, liking, tweeting and moving on at full velocity. They’re making decisions based on feelings, not facts. They are often choosing not because of what they think, but because of how something makes them feel. What […]

In: Online Marketing

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Apr 11

2014

Your Customers Already Told You What To Say.

Apr 11, 2014

“If you were a pizza delivery man, how would you benefit from scissors?” “Why is a tennis ball fuzzy?” “What is your least favorite thing about humanity?” “How does the internet work?” Can you believe this? There are innocent people getting clobbered with these kinds of interview questions in dimly lit corporate offices AS WE […]

In: Online Marketing

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Dec 11

2011

Why You SHOULD Sweat the Small Stuff. (Free Puma Included.)

Dec 11, 2011

Yesterday, I was certain I was going to die.  Not just on one occasion, but two. The first instance was when I agreed to ride an ancient, rusty, rickety, RIDICULOUS ski lift up the side of a volcano. Vollll. Caaaaa. Noooo. Obviously that’s what you do when you’re in Patagonia with a group of friends–ride […]

In: Online Marketing

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Apr 20

2017

Own Your Edge

Apr 20, 2017

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 […]

In: Online Marketing

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Oct 11

2011

How Dating Chilean Men Can Help You Succeed In Business. Kind of. And Why Bloody Noses Are Not Okay, Which Is Not Related to The Story At All, But You Should Read About It, Anyway.

Oct 11, 2011

So the other day there was a guy. Isn’t there always a guy? Anyway, the other day there was a guy, and I may or may not have been kissing said guy. Said guy is so attractive, that I’m almost nervous to be kissing him, because, as we all know, when you’re kissing really attractive […]

In: Online Marketing

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Feb 12

2013

7 Companies Doing Personality RIGHT.

Feb 12, 2013

Remember that one time every single day when I talked about how giving your business a personality will help you earn trust, differentiate yourself, and sell more to the right people? (As long as you don’t own a funeral home. That could be a tricky one.) Well guess what? It’s your lucky day because…I’m going […]

In: Online Marketing

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May 15

2012

Houston, We Have a Problem: Nobody Cares About You.

May 15, 2012

So here’s some Tuesday tough love (which is not even a category, but I’m making it one today): You know why you’re not making the money you want to be making? Getting the clients you want to be getting? And/or living the life you want to be living? Do you know why? The reason is […]

In: Online Marketing

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