Why buy a cow when you can get the milk for free?

That’s the old saying isn’t it? “Why buy a cow when you can get the milk for free?” Or applied to marketing your services, why would clients hire you when they can get information from you for free (perhaps via your content marketing or detailed proposals)? Have you heard those horror stories about prospective clients … Read more…

Mutt Lange is my spirit animal

I believe I may have a few things in common with the multi-Grammy winning producer Mutt Lange. And of course, we have a few differences too. He, for example, has written songs and produced albums for AC/DC, Def Leppard, Foreigner, Michael Bolton, The Cars, Bryan Adams, Huey Lewis and the News, Billy Ocean, Maroon 5, Lady … Read more…

Another mega-successful startup takes my advice

Another day, another mega-successful startup takes my content marketing advice. Yeah, I’m kidding. Baremetrics has probably never heard of me, but they’ve adopted what I consider a best practice for content marketing. That is the education resource center. Theirs looks like this: There are three important things going on here. 1) Value anchoring By using … Read more…

Lead Magnet Options

Following on to the Minimum Viable Funnel article, I’d like to drill into each component of the funnel. Today, let’s look at lead magnets. As a refresher, remember that my Minimum Viable Funnel looks like this: Promotional activity (like teaching) –> Lead magnet –> 3 months of “lead nurture” emails that are constantly reminding subscribers … Read more…

CTA-able Content Marketing

The question “how do I use content marketing to benefit my professional services business” comes up a lot. If you Google that exact query string, you’ll get a lot of useless advice. Advice on the benefits of content marketing. Reasons why you should do it, even if you’re a small services business. Listicles with 59 … Read more…

Content Marketing: The Success Is In the Plan

This article won’t be very actionable. You’ll be tempted to skip it, which would be a huge mistake. You’ll be tempted to skip it because planning a successful content marketing campaign is hard stuff. It seems much easier and more productive to get busy writing some blog articles. But without a good plan, any effort … Read more…