Lead Generation Tool A freebie to help educate your audience is a great way to build some trust with your audience. For example, we put together a resource called “Digital

Hero Video  Video has become a staple of any business that has an online presence. A hero video is the one video you want people to watch about your brand

Website In our society today, a website is a required part of any company’s marketing success. There was a time when a website was optional and even today some point

Imagery/Photography The world’s largest companies have detailed photography standards for marketing. They will have entire guides dedicated to how their products should look, who should be included in photos, and

Tim Cook doesn’t giveth, he just taketh away. This time it’s inbox tracking.  Most marketers are well aware of Apple’s recent war on digital marketing. The changes to tracking with

Graphic Elements (Collateral)  When making sure you have all the builders in place, it is not necessarily exciting to think about all the many graphic elements that one might need

Messaging Elevator Pitch The classic imaginative scenario, you wind up on an elevator with a potential customer or investor and you get 60 seconds (or less) and what do you

Branding (Logo, Fonts, Colors) Branding is a fundamental part of any business and every company should have a good logo as part of the brand. Branding is a term that

Branding and Builders When we work on marketing projects, we like to think of two categories: Builders and Drivers (a concept we are borrowing from Paul Roetzer and PR 20/20).

Who Are Your Customers?  You need to know who your customers are in order to grow a business. We start every project with an exercise to help us create “avatars”

Messaging and Terminology The way we talk about things can be important to convey what they mean to us. Calling someone who works in your organization a team member rather

Stark Raving Fans “Stark Raving Fans” is a term that I came across in Seth Godin’s work. Stark Raving Fans means you go beyond just customer service to seeing every

Do You Deliver Well? If you spend $10,000 on advertising and your customer service or product is horrible, what will the result be? You’ll have wasted that $10k and then

Price/Position/Product/Place Now that we have covered who you are, we can start to get a better understanding of where you sit in the marketplace. The classic reason for doing this

Who are you? Mission/Vision Purpose One of my favorite jokes from the TV show Scrubs involves a character described as “Johnny the tackling Alzheimer’s patient.” (https://www.youtube.com/watch?v=3kx7tgkJbjo) Johnny yells, “Who am

Marketing begins with the old saying, “know thyself.”  In Chapter 1, we talked about “what is marketing?” In this chapter, we will turn the focus to where the process should

Awareness and Direct Response Marketing Two final categories we need to consider when we think about marketing is awareness and direct response marketing. While these two ideas can work together

Permission-Based Marketing and Interruption Based Marketing As so brilliantly pointed out by Seth Godin in his book, Permission Marketing, we need to understand the difference between permission and interruption based

Providing Value Many of the best versions of marketing provide value. Value in this instance has a really broad definition. Value could be: something that is funny, something that makes you

Builders and Drivers When we consider working with a client and when someone considers their marketing resources, using two categories, builders and drivers, is helpful. Builders are pieces of marketing