Hi, Reader! Complicated doesn't work. Complexity kills momentum. Too often, we think the more detailed our messaging is, the smarter we'll look.We think the more complicated our marketing strategy is, the more effective it will be.In reality, complexity just complicates things. 🤔If your messaging is too detailed and your strategy is too complex, no one can remember either.Your team doesn't execute what they don't remember.Your marketing starts strong and then falls off a cliff because...
about 1 month ago • 1 min read
Hi, Reader! I spent a few days away with friends last week, skiing in northern Michigan. It was a much-needed break from the chaos of January. We all arrived on Wednesday afternoon. Four couples who have all known each other half our lives or more. We always go out to eat the first night, because no one wants to cook after being in the car all day. Sitting at the table that first night, over a local IPA and great pizza, I got to talking with a friend who works in sales for an industrial...
about 2 months ago • 2 min read
Hi, Reader! 👋 I don't know about you, but I tend to overthink the content that I put out into the world. I want the things I post to be extremely valuable, which often leads me to include too much detail. It also sometimes results in posting nothing. Most of us don't have bangers to post every single day, right? Maybe There is a Simpler Way? Sarah Jorgenson-Hallberg of Java Moose on Instagram One account I follow on Instagram constantly reminds me of how simple social media could (should?)...
4 months ago • 3 min read
Hi, Reader! 👋 Most small business owners don't realize that confusion is killing their business. Quietly, and sometimes slowly. Ideal customers find your website, land on your homepage, and aren't really sure if what you offer solves their problem. Even people referred by customers who love you, check your website and social media, aren't quite sure what you do, or if you're right for them, and move on. Here's the kicker... You read through your homepage and think, "Sounds good to me!" BUT,...
4 months ago • 1 min read
Hi, Reader! 👋 If your website headline says any version of the following, you’re confusing your customers. “(City)’s Trusted (service provided)” “Your Trusted (city)(service provided)” “Number One (service provided) in (city)” Click through a dozen home services websites and you’ll run into variations of this several times. Attorneys...same thing. Probably a lot of Accountants, too. It's wild how many self-proclaimed "trusted" businesses there are just in your city. You might think it’s clear...
4 months ago • 1 min read
Hi, Reader! 👋 I looked at 20 HVAC company websites yesterday, and almost all of them got this wrong. Most of them had headlines that started with “Your Number 1 HVAC…”“Your Trusted…”“Indy’s most trusted…”“40 years of…” Notice a trend? Every. Single. Website. was all about themselves. No mention of customers. A really good website answers the following four questions above the fold. Who are you? What do you do? How does it make my life better? How do I buy it? These questions give your visitor...
5 months ago • 1 min read
Hi, Reader! 👋 The other day I followed an old client from several years ago on Instagram. They're a home restoration company. I helped them clarify their message with StoryBrand, wrote a new website, and build their website. By all accounts, they're doing really well. I can see they're dabbling in social media with some Instagram stories lately. First of all, major props to them for diving in. Social media can be intimidating for those who aren't regular users. However, they're making a huge...
5 months ago • 2 min read
Hi, Reader! 👋 "WE'RE LAWYERS, NOT G*D D*MN MIDDLE SCHOOL TEACHERS!" This was yelled at me by an attorney in my first marketing gig. I was coaching them on writing blog content for their new website I had just built. ...it wasn't going well... I had spent a year as a personal injury investigator in the law firm. I talked to hundreds of clients and potential clients. I was well aware that the average education level wasn't high. Even if it was, people don't want to read doctoral dissertations...
6 months ago • 1 min read
Hi, Reader! 👋 "If you don't implement AI in your business YESTERDAY, your business will fail, your spouse will leave you, and you will die a slow and painful death." ... Ok, obviously that isn't true, but it's what every AI guru on the internet wants you to believe. I've been thinking about AI a lot through the lens of trust and relationships. Here is the question I've landed on to determine if I should implement AI in any area of my own business going forward. Maybe this will be helpful for...
6 months ago • 1 min read