More Than A Few Words

Long before I worked on my first website, I was writing content for brochures and direct mail campaigns. Many of the lessons  I learned about good copywriting then are absolutely transferable to the digital age. If you want to create great content that's engaging and interesting your copy must be is focused on your reader. One of the simplest tests is what I call the pencil test. Get two pencils, one a blue and one red. Print out that page of web copy and start circling every word that is first person, I, we, our,  in red. Circle every phrase that is second person, you, your, your business, companies like you, in blue.  Then compare the circles.  If the red circles outnumber the blue circles you have some rewriting to do 

I'm glad you're listening to this episode, but are you actively listening? That's the topic I dove into with Patrick Donadio, author of the book "Communicating with Impact," which outlines a process designed to improve communication, increase profits, and boost performance in less time. Our conversation kicks off stressing the pivotal role of setting intentions in communication, underscoring that a clear purpose steers the entire interaction. As we explore the significance of listening, particularly in sales scenarios, Patrick shares his  perspective that successful selling hinges more on adept listening than on excessive talking. We dissect common stumbling blocks, including the challenge posed by the gap between the speed of thinking and speaking. Patrick introduces practical techniques such as paraphrasing, note-taking, and the intriguing concept of the "internal summary" to heighten active listening skills.

You know, so many business owners say, “I know some of my marketing is working, but I’m not sure which 50%.” Well, if you want to up your success rate, you need a plan. Laura Wagenknecht the owner of Mosaic Business Consulting,   is the perfect guide for this. She emphasizes the importance of unveiling your marketing gradually, focusing on niche markets, and tailoring your approach to different audiences. In our conversation, Laura dives into the intricacies of strategic marketing, especially for service-based businesses. She encourages clients to identify their niche market and gradually expand, using a layered approach. We discuss the significance of understanding your ideal client, exploring qualities, and building relationships.

You have a whole year ahead of you. You will accomplish amazing things. So, what I want you to do right now is close your eyes and imagine that it's not January but December. Imagine all the things you've accomplished this year. Go ahead, write them all down. Put that piece of paper in an envelope and seal it.  Don't open it until the last day of the year Dream Big Dream big both personally and professionally. Maybe you want to lose weight, expand your team, launch new products, or close more sales. Be specific; do you want 5, 50, or 500 new projects. Write your goals down. There is lots of research which indicates even the simple act of writing your goals will help you stay on track to accomplish them. As you visualize the success, make a list the new skills you learned and the changes you made in order to accomplish your goals. Think about the risks you took and how those risks panned out. If you are running a company with employees, think about how proud you are of their growth and accomplishments, too. I

Today we're diving into the world of pay-per-click advertising. You know, it'd be fantastic if customers just stumbled upon our businesses, but we all know that's not how it works. Sometimes we need to invest in advertising, especially in this age of the internet where pay-per-click is an affordable option. But there are right ways and wrong ways to do it, and that's what we're chatting about today. To help me navigate this terrain, I invited Nick Gosling to join me. He's a fractional COO and business consultant, specializing in optimizing business-to-consumer companies for that sweet bottom line impact.  Nick breaks down the PPC landscape, emphasizing the importance of knowing your audience and adopting a test-and-learn approach. He highlights how the regulatory environment has changed, with laws like GDPR and the Privacy Rights Act directly impacting behavioral advertising. As we explore the future, Nick advises small business owners to focus on leveraging first-party data and organic methods, especially wi

Jake Stahl, a pioneer in conversational dynamics, joined me for a conversation about how business owners can better communicate the value they offer. The key is to understand your customer's needs and desires and create a compelling value statement that addresses those needs. Stahl suggests using the "3 Whys" technique to uncover the true dream outcome driving your customers. He suggested four simple questions you can use to build your value statement:  Dream outcome: What do your customers ultimately want? Perception: How do they perceive their ability to achieve it? Time delay: How long will it take with your solution? Effort required: How much effort must they put in? When you answer those four questions prospects can visualize the benefit of working with you. 

The failure rates for early stage companies are staggering.  Depending on the source the numbers range from 40% to 90% in the early years. And while the economy can play a role, one of the biggest reasons small business owners fail in the early years is they try to hedge their bets. There’s  always that safety valve in the back of their head. “I can get a job, or I can do something else.” That back up plan approach doesn’t work.  If you want to be successful, you have to treat your business like you’re sailing to some exotic island where you’re going to spend the rest of your life. When you get there, you have to burn the boat. If not, you will sit there with one foot on the shore and one foot in the boat and never fully explore the island.  You will never get to see all of the possibilities. If you’re always hedging your bets, you’ll never make the investment in your time and in the resources to really be successful. So you need to burn the boats. And I’m going to make it easy for you. I put together Burn th

I am pumped to have Tom Ruwitch on the show. Now, Tom is not your average business growth guru; he's a storytelling aficionado and a pioneer in content marketing. He is on a mission to rescue us from the clutches of mundane, prospect-repelling content that makes marketing feel like a never-ending drag. So, I kicked off the conversation with a simple question:  Why do storytellers sell more? Tom broke it down, explaining that it's not just about regaling your own legendary origin story. It's about understanding the journey your prospects want to take. When you tell stories that resonate with your audience, they lean in, feeling heard, understood, and connected. Tom shares that storytellers don't just sell more; they also have more fun. It's about transforming content creation from a slog to an enjoyable, entertaining experience that not only fires up the creator but also engages and inspires prospects. We also chatted about a common resistance to storytelling, especially among the serious business types like e

I had a great conversation  with Jennie Wright, an email list building and lead generation strategist about how to leverage peer platforms to grow your email list. Jennie explains the easiest way to build your email list is by leveraging other people’s platforms. This can be done by appearing on other people’s podcasts, participating in giveaways and bundles, and speaking on panels and summits. She recommends that you do a little bit of due diligence before agreeing to be on someone’s podcast or panel. Make sure that the show or event is a good fit for your target audience. If you don’t have a large social following or email list, don’t worry. There are still ways to get involved in peer platforms. Jennie suggests networking with other people in your industry and participating in Facebook groups for speakers. When you’re leveraging peer platforms, it’s important to have an irresistible offer that people will want to sign up for. This could be a freebie, a discount, or a piece of valuable content. Finally, Jen

Today's chat is about LinkedIn and the art of personal branding. I've been cultivating my personal brand for years, both online and offline, and one of my go-to tools is LinkedIn. Joining me for this insightful conversation is Matt Parkin, a LinkedIn Top Marketing Voice and a personal branding coach. Matt's expertise has been sought after by industry associations, companies, schools, and conferences. We're diving into the essentials of using LinkedIn to bolster your personal brand, and who better to guide us than someone at the top of the LinkedIn game. In our conversation, Matt emphasizes the importance of setting clear goals on LinkedIn, whether it's finding a job, seeking mentorship, raising funds for your business, or connecting with clients. He shares practical tips on translating your expertise into engaging content, leveraging vulnerability, and fostering meaningful conversations in the comments section. Matt's insights on navigating the LinkedIn algorithm, the power of newsletters, and the do's and do

Today we’re diving into business plans with Lura Wagenknecht. You’ve probably heard me harp on about the importance of business plans, and I know some of you might think it’s just a document collecting dust on a shelf. Well, let me tell you, every bit of that plan is gold, and Laura shared some great tips on how to make the most of it. Laura, the owner of Mosaic Business Consulting, is a seasoned business consultant and executive coach with over 30 years of experience. We’re both passionate about the power of business plans, and in this conversation, we’re unraveling how every element of that plan can fuel your marketing strategy. Laura sheds light on the practical uses of the business plan elements, from vision and mission to bios and service descriptions. It’s not just a static document; it’s a dynamic tool that can fuel your website content, social media posts, and overall marketing strategy. Laura emphasizes the beauty of breaking down the daunting task of creating a business plan into manageable chunks,

If you are like most business owners you make the mistake of looking at your competitors for guidance on pricing. Unfortunately, they probably don’t know any more about pricing than you do. Why don’t business owners charge more for their products and services?  Robin Waite thinks it is usually it is fear that holds them back. Learn how you can get over your fear and raise your price. About Robin Waite Robin Waite is the founder of Fearless Business, a Business Accelerator for Coaches, Consultants and Freelancers. Having spent 12 year's running a digital marketing business, Robin pivoted in 2016 to focus on the part of his business he liked the best; training business owners how to be better in business. In 2016 Robin founded Fearless Business, a unique Business Growth Accelerator for Coaches, Consultants and Freelancers so help free them from the sales cycle of doom!

I got up this morning and there was snow outside.  And, quite honestly I was annoyed because it still fall.  The change in weather  completely messed with my plans. But, when I got over being annoyed I reached for a sweater, found my my hat and went out to face the day.  In a way, that's the life of an entrepreneur. You have your plans, you have your ideas and then something happens. So you have to dig around in your closet and find a tool or technique a new hat. Put it on and get ready to face the day. That's what you need to do today, find your hat and get ready to face the day. 

I was so excited to have another chance to talk to Andrea Liebross, a business and life coach who specializes in empowering female entrepreneurs.  This time our conversation revolved around how women owners can think big, manage like a CEO, and achieve success in both their professional and personal lives. Andrea shares insights from her new book, "She Thinks Big: The Entrepreneurial Woman's Guide to Moving Past the Messy Middle and Into the Extraordinary." She outlines four key steps for becoming a big thinker, someone who makes decisions based on their future self and goals. The first step is to consider all your thought options, which means choosing thoughts that lead to positive feelings and desired actions. Next, Andrea emphasizes the importance of targeting the real problem, often rooted in a desire to avoid negative emotions. She encourages embracing uncertainty and ambiguity, recognizing that the future is uncertain and that we can't control every aspect of our journey. Lastly, seeking support is vita

In this podcast interview, I had the pleasure of speaking with Jan Cavelle, a seasoned entrepreneur from the UK with a wealth of experience in running micro and small businesses. She is the author of two books, "Scale for Success" and "Start for Success," aimed at helping aspiring and growing entrepreneurs. She has also contributed an article as a guest author to my new collection of essays. We discussed the common issue of small businesses wasting time and money on marketing. Jan emphasized the importance of skepticism when dealing with marketing offers and recognizing that there are countless get-rich-quick schemes that prey on business owners' fears. She suggested thoroughly researching any potential marketing supplier and not being swayed by fear-based sales tactics. One key takeaway was to measure results accurately to determine the effectiveness of different marketing strategies. Jane's insights are incredibly valuable for small business owners looking to manage their marketing efforts efficiently and a

I know. you think we're living in a visual video world.  Maybe you believe  and you don't need to write anything anymore.  But that just isn't true. No matter what happens in the world of content it starts with words. So I really enjoyed chatting with Erin Lebacqz about the challenges people face when starting to write and tips on effective writing techniques for both informational and emotional impacts. Erin provides valuable advice on initiating writing, combatting "Blank Screen Paralysis," and how to engage readers effectively. She underscores the importance of addressing both the informational and emotional aspects of communication. For conveying information clearly, she suggests using direct and concise language, reducing bureaucratic or formal tone, and using verbs effectively to provide a call to action. This approach ensures that readers can easily understand and engage with the content. She also touches on the use of AI in content creation and the need to balance AI-generated content with a human tou

​When you create your brand you are investing in something that should last for the long haul. The colors, the fonts and your overall style guide should remain fairly consistent over the life of your brand.  However, sometimes your business changes and when it does you might want to consider rebranding. Maybe you want a more mature look, something more representative of. and established company. Or, in my case as I let go of my agency I'm looking to change my branding to create an image that is more about me so I'm going through a rebrand process right now. I'm doing the things you need to do if you're serious about rebranding.  I'm thinking about what I want my brand to represent, what I want people to think and when they see the More than a Few Words logo. The process is about the fonts. the colors and the style.  And, it's not easy, but if it's done right it will be a brand that will last.

In this interview, I was excited to invite Patty Farmer, to join me once again for a quick conversation.  This time we dove into how to integrate marketing and sales activities to benefit your business. It all starts by setting specific and measurable goals for both marketing and sales efforts, establishing benchmarks to track success. Patty explains the importance of reverse engineering goals, starting with the ultimate sales goal and working backward to determine the steps and content needed to engage potential customers. Collecting data and understanding customer behaviors is crucial to tailor marketing and sales strategies effectively. Patty also advises business owners to build a tribe of like-minded businesses serving the same target audience, fostering collaboration and simplicity in reaching potential clients. Finally, in addition to your marketing channel, Patty encourages businesses to build connections with others who cater to the same target audience, working together to achieve mutual success.  I

​The goal of every page on your website is to get visitors to do something. Maybe that's fill out a contact form, pick up the phone to call you, download an e-book, register for an event or sign up for your newsletter. No matter what it is you want customers to do the best way to get them to do that is to have a clear call to action on the page. CTA's come in all shapes and sizes as they're scattered through your website. However, the one on your homepage, that primary CTA needs to be the most important thing you want  visitors to, so be bold with your call to action. Don't be afraid to create something that catches their eye. It's okay to use all caps on a CTA. . I know it feels as if you are shouting at them. But you just spent time, money or other resources to drive traffic to your website. It's okay to shout just a little bit. Use powerful words. Don't just say submit. Give people a reason to take the next step. Don't miss this, learn more  or enroll today. Get started create compelling calls to action an

Why did I invite Lisa McDonald, a certified career coach  to join me for a conversation?  You are not looking for a job, but you are probably looking for employees, And Lisa is probably working with those potential employees, telling them not to apply for a job with your company.  In this lively conversation, we talk about the mistakes employers make starting with job descriptions that don't really reflect the company to interviews that go completely off the rails.  This is one conversation you need to listen to, before you try to hire your next employee.