We spend an inordinate amount of our time sitting behind a desk trying to figure out ways to market our products and services. We read marketing advice, purchase advertising, and converse with other industry experts on better marketing techniques.

With all that effort, the actual time we spent marketing is a fraction of that time. If writers are told that the best advice for writing is to just write, then it would make sense that the best marketing advice is to experiment and do more marketing.

WaitingLine_03Spend less time talking and reading about it, and just do it. Yes, you’re going to make some mistakes, but heck, doing something is better than nothing. That’s assuming you learn how to test cheaply and effectively. If you’re going to make a mistake, just don’t make it a big one.

In my years of producing content I’ve found one spectacular resource that’s worked great for marketing, business development, and content creation.

The secret is…

People standing in line.

People waiting in line at a theater, at a bar, at a restaurant, or practically anywhere else are a seldom tapped marketing resource.

They’re a captive audience. They’re trapped and bored. They are usually staring at their phone and/or desperate for some type of human interaction. Unlike email marketing, web ads, and general content marketing, you’re not fighting for their attention.

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Brands hound influencers to take a look at their product, meet with an executive to learn more about the company, and then hopefully write about the company.

Focus on influencersWhat’s odd is this “pay attention to me first”-style engagement is considered “normal” corporate communications. Yet, this is not how we behave in normal human-to-human relations. Flip this broken relationship between influencers and brands and demonstrate true interest in the influencer first.

We’ve found the best way to express your interest is to produce content featuring the influencer. Interview them, profile them, and then publish their wisdom for everyone to see. This takes a lot of work, and the influencer will be very impressed you took the effort to make them look good. It’s an excellent technique to establish or strengthen a relationship and as such they’ll be far more receptive to a pitch about your business.

 

Creative Commons photo attributions to Dickson Phua and Thomas Hawk.

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Best Content Marketing Advice You Need to Ignore

February 3, 2015
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There’s so much content marketing advice out there and definitely not enough time to do it all. Here’s a list of the advice you’ve heard before that you should ignore and why you should.

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Visibility Tactic #6: Deepen Relationships through Serialized Programming

February 2, 2015
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You’ve made a commitment to your business, so why not make a commitment to serialized programming like a blog or podcast?

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Visibility Tactic #5: Create the Definitive Industry Content Piece

January 29, 2015
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Place your stake as to being in industry leader by owning a specific industry topic.

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Visibility Tactic #4: Architect Virality into Your Content

January 26, 2015
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Hoping your content will go viral is not a strategy. Instead insert viral “hooks” to insure a certain level of pass along of your content.

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Visibility Tactic #3: Connect Industry Thought Leaders Through Your Content

January 21, 2015
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Influencers don’t achieve that status because they announce, “I’m an influencer.” They become influencers because others recognize them as such.

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Visibility Tactic #2: Align Your Brand with More Well-Known Brands

January 20, 2015
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Elevate the perception of your brand by building associations between your brand and much larger brands.

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80 Annoying Communications That Must End – the Ebook

January 14, 2015
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A five year collection of our most popular communication annoyances. Download, read, and please be irritated.

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Visibility Tactic #1: How to Increase Your Discoverability and Thought Leadership

January 12, 2015
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Why your content strategy must have both proactive and reactive elements.

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