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Woke up in a cold sweat again…

November 28, 2016

Oh man, I had another nightmare last night! This time I dreamt I had committed a different thoughtcrime in a 1984-like world. I had written in a private forum that I thought the government-provided CMS was inferior to WordPress. As a result, the Ministry of Truth banned me from using WordPress, SquareSpace, or any conventional CMS. I could use the…

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A clever lead generation campaign

November 27, 2016

Check out this clever lead generation campaign I recently saw on Facebook: There’s a lot going on in this campaign. Positioning Notice how it’s positioned as “Life Insurance for Cyclists”. Would this company write a policy for a non-cyclist? Probably. But they’ve narrowed the focus of this ad in order to get a better response…

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Gettin sideways

August 11, 2016

A friend of mine in high school got a traffic ticket. In the part of the ticket where the officer described why the ticket was issued, he wrote: Gettin sideways. I still laugh when I remember this. I guess my friend was doing donuts in a parking lot or something. It might help to know that I…

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How to make me wake up in a cold sweat

August 11, 2016

I woke up in a cold sweat this morning. I had a nightmare that I lived in George Orwell’s highly surveilled “1984” and Drip had cancelled my account for the thoughtcrime of wondering if their recent acquisition by LeadPages would be beneficial to me in the long term. This got me thinking… what would I…

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Developer on Fire

August 11, 2016

Dave Rael, host of the Developer on Fire podcast, asked me if I would talk about positioning with him. I of course said yes because I will talk to anyone about positioning. Want me to talk to your retired nurse’s knitting group about positioning? I’m there. Want me to talk to your group of at-risk youth about…

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Balance

August 11, 2016

I recently test-drove a Lexus CT 200h and I hated it. Well, hate is probably too strong a word for what I felt, but I really was turned off by the car. I wanted to like it! The salesman said it’s built on the Prius platform: same chassis, same drivetrain, different body, different interior, and probably a…

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If the only tool you have is a hammer…

August 11, 2016

If you specialize, won’t you fall into the trap of mis-applying your expertise? In other words, won’t the old saying (If the only tool you have is a hammer, everything starts to look like a nail) start to apply to you? Won’t you be the person who only has a hammer? No. Here’s why: Every…

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Proof train recap

August 11, 2016

Now that the proof train is receding into the distance, I want to recap it for you. Here are the 9 proof elements that you can use to make your marketing claims more effective: Relevant testimonials, case studies, reference accounts, or other social proof. A demonstration of expertise. Real, live, unscripted demonstrations are best, but…

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Proof train car #9: Specialization

August 11, 2016

The caboose on the proof train is in view! Play up your specialization. Make it obvious that you are 100% focused on the market vertical/audience/problem you are trying to get traction with. Being very specific (proof train car #5) is a proof element, and beingvery specialized is a similar form of proof. Specificity has more…

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Proof train car #8: third-party proof

August 11, 2016

We’re getting towards the end of the proof train! As a reminder, I’m giving you examples that relate to this quote: 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…

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