ASH AMBIRGE

Author, CEO & Founder

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Sometimes “It Is What It Is” = Best Business Policy of All

In: Client Nightmares

Yesterday I stumbled across a website called—are you ready for this?

Yoga For Bad People.

Now, when you just read that, you either had one of two reactions:

1) Fucking love it.
2) Not for me.

And that is what the branding is meant to do—attract the people who will love them, while actively repelling the people who won't.

Too often, we go to great lengths to attract, but not repel.

We don’t like to tell anyone they don’t belong. (A knee jerk reaction from our playground days.) So we hedge our bets. Keep it universal. Stick with “yoga studio.” Hope that we’ll get noticed without having to do anything to get noticed.

But the color pink doesn’t try to make itself more green, hoping to appeal to everybody who loves both. Pink is pink, and you either like it or you don’t. There are no apologies, and no justifications.

Sometimes, “it is what it is” is the best business policy of all.

May 5

2015

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May 5, 2015

You know what’s really messed up? Internet connections. Here we are building these creepy little awesome robots that get injected INSIDE YOUR BODY to cure cancer….making camouflage suits inspired by the octopus that automatically read their environment and adapt to mimic their surroundings, and coming out with wireless electricity, for the love of Edison…but you […]

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May 22

2014

10 Phrases You Need to Eighty-Six From Client Emails…FOREVER.

May 22, 2014

Everybody worries about being nice these days. We tiptoe around our own words, soften everything we say, and generally ask permission to have our own opinion. But unfortunately, nice isn’t a selling point. People do business with competent people, with smart people, with successfully branded people, with interesting people, with creative people, and with people […]

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Aug 8

2017

My Two-Word Trick for Getting Over the Hump When You Have ZERO Motivation to Work On That Awful Client Project and You Sorta Kinda Hate Life and Humans In General and SOMEBODY SAVE MEEEEEEEE

Aug 8, 2017

When you’re having trouble finding the motivation, reframe it. Back in the day when I was young and silly and wasn’t selective about the types of clients I was writing for (AND WE ALL KNOW HOW FAR THAT RABBIT HOLE GOES), I’d often find myself doing work I didn’t particularly want to be doing. Can […]

In: Client Nightmares

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Dec 3

2014

How to Say No To Your Clients Without Being a Bitch

Dec 3, 2014

I want to talk about managing clients today, because everybody seems to have a love/hate relationship with theirs, and my theory is that the hate part comes from one of two sources: Tightwads. (Don’t work with them.) Not knowing how to tell them to BACK OFF, HOMIE. Begin a slow clap if you’ve experienced this popular scenario: Client pays […]

In: Client Nightmares

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Aug 31

2017

The Three-Deadline Rule for Requesting Client Feedback

Aug 31, 2017

I’ve worked with a loooootttttttttt of kick ass writing clients over the years, and you know what’s always the hardest part? Never the writing. Always the logistics. If you do any kind of creative work, at some point you will need to request client feedback before you can move onto the next stage. Maybe you […]

In: Client Nightmares

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Jul 12

2017

The Other 50%: What Your Clients Really Want

Jul 12, 2017

She looked at me with worried eyes. “Do you really think my business is going to be great?” she asked, clenching her hands together. That’s when I knew what she needed. Not more advice. Not more brand strategy. Not more discussion on what she’s selling, and how she should position it. “J,” I said, turning […]

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Nov 7

2013

How to Raise Your Rates (Without Pissing Anyone Off)

Nov 7, 2013

Money: Love making it. Hate asking for it. (Unless the Tooth Fairy’s involved, in which case it’s all PAY UP, ASSHOLE.) Money talk makes us sweaty and uncomfortable and fidgety—mostly because we’re all trying to pretend money “ain’t a thing” when, in reality, it is a thing, and it’s called shoes. But just because you’d rather talk […]

In: Client Nightmares

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