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PROOF

July 18, 2016

I want to share a bit of marketing inspiration from one of the greats: Never make your claim bigger than your proof. And always join your claim and your proof at the hip in your headlines, so that you never trumpet one without the other. — Gary Bencivenga I would go beyond headlines to say…

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Even I won't stoop that low…

July 18, 2016

You’ll often hear me say that having an amazing website design doesn’t really matter. Of course, I need to bracket a broad claim like that with some caveats… I was doing some research for a coaching client recently and came across the site below: This is clearly below the “floor” I would put on acceptable…

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Angioplasty and you

July 18, 2016

About a year ago my previous car–a 2012 VW TDI–had it’s check engine light go on, and I had it towed into the repair shop. The ride into the repair shop with Jim–the tow truck driver–held an interesting lesson. Jim told me that he volunteers with the Bodega fire department, and about once a month…

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News robots

July 18, 2016

Recently I came across a Gizmodo article I think you’ll find interesting.Michael Nunez, reporting for Gizmodo: But if you really want to know what Facebook thinks of journalists and their craft, all you need to do is look at what happened when the company quietly assembled some to work on its secretive “trending news” project.…

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Why you need to repeat yourself via email

July 18, 2016

When you start using email marketing in an effective way, it makes you feel like a spammer, at least at first. I know a few people who haven’t copped to this, but most business owners who are new to email marketing find that it feels “spammy” at first to use email marketing effectively. Even if the emails…

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You missed the *real* message, Philip!

July 18, 2016

List member Fuad totally skooled me on something I completely missed in one of my recent examples RE: positioning. Last week I sent an email with the following picture and I told you it was an example of lacking the courage to have a sharp focus: Fuad told me what’s actually going on with that…

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Scheduling your heartburn

July 18, 2016

When I was younger, I could easily digest a wooden chair leg if you gave me enough hot sauce to go with it. Nowdays… I have to carefully schedule eating even medium spicy Indian food so I have enough time to digest it before I hit the sack. If I don’t, it’s HEARTBURN CITY and…

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Curve ball

July 18, 2016

I love it when the host of a podcast I’m guesting on throws me a curve ball. In fact, I kind of wish it would happen more. (Probably some famous last words there.) Anyway, I was recently a guest on The Startup Success Podcast with Bob Walsh and Patrick Foley. They threw me a curve…

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What's your "single"?

July 18, 2016

A couple of days ago I wrote: Is it easy to forgo mentioning other compelling attributes of your product or service in order to focus on just one? You bet it isn’t. 🙂 It’s brutally hard. This is somewhat like being a musician who has recorded an amazing album with 12 great songs on it and then having to…

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Don't underestimate how lazy your clients are

June 28, 2016

I just spent $50 to buy a bombilla (a straw used to drink tea made with loose leaf Yerba Mate). Here it is: If you know anything about bombillas, you know this is the equivalent of spending $20 for a cup of coffee. It’s a premium price. In a lot of ways, I’m rather thrifty (I’m mostly…

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