Do you have a brand story that stands out and attracts the right clients? A brand story that just nails it for your business? Here’s the test. When you talk about what you do, do people immediately go, “I need THAT!”? If not, I’d love for you to enjoy this free masterclass video to discover the elements of a compelling brand story - and see what your own story might be missing. I have met … [Read more...]
How to Write a Good Sales Page
Writing sales copy is hard. If you’re trying to write sales copy. I prefer to think of my sales page as a story. A story customers want to dig into, one that fulfills them. One they are moved by. (TWEET THIS!) Thats means, you have to think of your sales page as more than just “the facts.” It’s best to think about what your sales page story needs to accomplish. Here are 4 questions your … [Read more...]
How to (and How NOT to) Market to I.T. Professionals
Ah, the poor IT professional. Be it developer, database analyst, director of enterprise architecture, or heck, even the CIO, they are recipients of the driest, most boring marketing and messaging I’ve ever seen. Coming from tech, I actually started my brand consultancy due to a frustration with tech companies not talking to their prospects like they were human beings. We throw jargon at them, … [Read more...]
Let’s Not Lose Touch! Feedburner Going Away
If you subscribe to my blog via Feedburner's RSS feed, PLEASE TAKE ACTION!Google will be discontinuing this feed service THIS MONTH, which means my fresh insights and inspiration won't be landing in your Inbox anymore. (OH NO! 😱)But, never fear! There's a way for us to stay in touch! Please sign up for my regular email list right here.When you do, you'll get my monthly newsletter … [Read more...]
Does Your Story Connect With Your Customers?
While we inherently know this, we need to better understand our customers if we want to inspire and persuade them. This requires us to speak their language. Too often, my clients come to me to revamp their brand story and messaging and my initial diagnosis is usually the same: They are talking in a way that doesn’t resonate or connect with their customers. The messaging is full of jargon. … [Read more...]
Why Does Purpose Matter?
When was the last time you eagerly dived into a task you didn’t connect with, believe in or understand? If I told you to spend hours creating a complex spreadsheet but never told you why, or where your efforts would lead, how inclined would you be to do it? Yet every day, employees are asked to produce deliverables, attend meetings, or spend time away from their families on work that … [Read more...]
How Purpose Leads to Company Success
What is your long game? Why do your employees come to work every day? What are you here to provide to your customers? What impact do you want your business or brand to have on the world? The Dalai Lama talks about starting to work on the change you seek, even if you don’t live to see it come to fruition. To have real impact, we should all operate our companies like this. For too … [Read more...]
3 Ways to Practice Empathy at Work
At a book signing, the panel moderator told me that she recommended my book, The Empathy Edge, to her friend - let’s call her Jennifer. Jennifer was in a really bad work situation with what she deemed an out of touch manager. Her boss treated her badly, didn’t listen to her ideas and generally acted like he was too busy to be there for his team. Jennifer was pretty fed up by this point, and … [Read more...]
Empathy for Others Starts with Empathy for Yourself
Empathy seems like such an outward, selfless act. And in many ways, it is. You must focus on another person, make space for them, and get out of how you see the situation through your own eyes and hold space as well for they see it. This all sounds very noble. Until a very broken person attempts to be empathetic. That’s like trying to help others put on their oxygen masks when you are about to … [Read more...]
3 Ways to Use Empathetic Insights to Repair a Bad Customer Experience
Have you ever gotten an email from customer service or an answer from a sales rep that left you feeling hopelessly misunderstood? This seems to happen to me more as I get older, and while I completely admit that the common denominator is me, nine times out of ten, it is a result of a brand representative not truly listening to me or “getting” the real issue. When an eCommerce site screwed up … [Read more...]
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