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    The Ideal Service Description Page

    I’m following up the Minimum Viable Funnel article by drilling deeper into each component of the funnel.Today, let’s look at the service description page/1-page site.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…

    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…

    A Minimum Viable Funnel (MVF)

    Building a funnel for acquiring leads and nurturing them via email doesn’t have to be a long, difficult project. Here’s what I consider to be the minimum viable funnel (MVF) you might use to generate and nurture leads for a specific service, your entire company, or a new market position…

    What Is An Educational Resource Center?

    I’m a huge fan of education-based content marketing for helping you sell your professional services. Unfortunately, the most visible examples of successful content marketing are larger B2C and SaaS companies. This is unfortunate because those companies profit from an approach that just doesn’t translate well to the small B2B professional services…

    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…

    More content, less writer's block

    Do you hate writing?Well, I have bad news and I have good news. The bad news first.Done right, content marketing begins to attract clients to you, lowering your cost of new client acquisition.But, content marketing requires that you create… content. Most folks automatically think writing when they think about creating…

    Demonstrating expertise

    OK, enough high level stuff. Let’s get into the nitty gritty.The #3 job of your content marketing is to help prospects understand if you’re the right fit by showing what it’s like to work with you.The #2 job of your content marketing is to increase familiarity by appearing regularly in front of your prospects.For…

    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…