Category: Promotion
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Foundational content
There are many, many, good entrepreneurs with good businesses who have a website with only a homepage. If you’re one of them, maybe you haven’t put much effort into marketing promotion. (You might say, “We’ve done zero marketing!”) Or you might have hired some marketing firms in the past—SEM, publicity, social media, etc.—but you haven’t…
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Publish once before making it perfect the second time
In American football, teams score when they reach the end zone and make a touchdown. It’s rare for a team to go straight for the touchdown right away, because the decision is risky; instead, the team approaches the touchdown through running and passing short distances. With each next checkpoint they make, they buy more regulation…
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The power of proof assets
Every so often, you send an important professional document to someone. The most universal experience is applying to a job, which you do by sending HR your resume. Your resume is a proof asset; it describes your experiences, accomplishments, and expertise. If you lead a business, you send many documents like this. For example, you…
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Fans will always be fans, even if they come and go
During the first year of the pandemic, my wife and I spent a lot of time cooped up in our studio apartment in downtown Toronto. While we knew our travel options were very limited, and we didn’t know if a vaccine would be coming out, we found solace in a Korean variety show called Running…
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Figure out what’s working, and do more of it
When you start a new project, it’s useful to figure out what has worked for the team or company already. Most of this is a form of manual labor: setting meetings, asking questions, reading reports, proposing actual deliverables and completing them. It’s also a humbling exercise, to restrain the impulse to come up with answers…
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Simple questions to sense content marketing ROI
If you’re need a sense of how much ROI you’re getting on the writing and editing activities in your company, ask these simple questions: Does the content communicate how we see the world? What impact does it make if other people also buy into our perspective? Does the content add leverage to a launch moment?…
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Marketing readiness
A product’s features may be complete, but that doesn’t mean it’s ready for customers yet. Before they use the product, customers want to know: What does the product do? Who’s it for? What’s a good reason I should care? There are more questions you need to ask yourself: how can you get the customer’s interest?…
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Two ways to increase the value of your work
People get value from your work and experiences when you publish it and they experience it. There are two ways to increase the value of your work: You can improve the experience (e.g., through crafting the story, or telling it in a new and interesting way). You can contextualize it further. Or, you can get…