Posts Tagged ‘Strategic Messaging’

If You Want to Get Attention, Say Something Worth Hearing

Monday, January 28th, 2013

Every day, we’re bombarded with more online information than our brains can possibly absorb. It’s as if a truck backed up to our homes and businesses each morning and dumped a ton of junk mail at our feet.

If you want to get any work done, you simply have to ignore or trash about 95 percent of anything you receive, even if it’s a subscription to a blog or eNewsletter you really mean to read.

So how do you get others to pay attention to your marketing messages?

Not by yelling louder or more often.

Here are my guidelines for being heard by the people you want to reach:

1. Know your ideal client and what problems she’s trying to solve.

If you don’t know whom you’re trying to attract and how you can be of help, it’s time to stop and figure that out. Everything else flows from this fundamental knowledge.

2. Provide quality content that solves a problem, teaches a new skill or inspires.

If you can do all three, even better. People are busy and easily distracted. To get your ideal client to pause and read, you need to give her content that’s immediately useful. It can be as short as a few sentences or as long as a feature article. Just be sure it’s worth her time.

3. Write with clarity and precision.

Nothing undercuts your message more than rambling sentences and poor grammar. If you’re not sure of your writing and editorial skills, find a good copyeditor to review your work before publishing.

4. Be consistent.

Produce and distribute your messaging content, via a blog, eNewsletter or other form of social media, on a predictable schedule, so your readers know when to expect your quality content—and look forward to it.

5. Be truthful and trustworthy.

Building a good reputation for your work is contingent on being a good person to work with. Enough said.

There is, of course, much to master about messaging tactics—how to build a good email distribution list, how to write effective headlines that get noticed, how to integrate keywords into your content to maximize search optimization, and so on. But even if you’re brilliant in all of these skills, if what you have to share isn’t worth reading, you’re wasting your time and everyone else’s.

The best test of your content? If you weren’t the author, would you take the time in the middle of a busy day to read it? I hope your answer is yes, but if not, you know what you have to do.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Photo Credit: maol via Compfight cc

A Powerful Message Worth Remembering: Lincoln’s Second Inaugural Address

Monday, January 21st, 2013

As he takes his public oath of office for his second term at noon, President Barack Obama will use two Bibles—that of Martin Luther King, Jr., whose memory we honor today, and of President Abraham Lincoln, two of the greatest communicators in history.

Lincoln’s second inaugural address, only 701 words, is a model of powerful messaging—clear, poignant, concise, inspiring. Well worth reading this 57th Inauguration Day, 2013.

Saturday, March 4, 1865

Fellow-Countrymen:

At this second appearing to take the oath of the Presidential office there is less occasion for an extended address than there was at the first. Then a statement somewhat in detail of a course to be pursued seemed fitting and proper. Now, at the expiration of four years, during which public declarations have been constantly called forth on every point and phase of the great contest which still absorbs the attention and engrosses the energies of the nation, little that is new could be presented. The progress of our arms, upon which all else chiefly depends, is as well known to the public as to myself, and it is, I trust, reasonably satisfactory and encouraging to all. With high hope for the future, no prediction in regard to it is ventured.

On the occasion corresponding to this four years ago all thoughts were anxiously directed to an impending civil war. All dreaded it, all sought to avert it. While the inaugural address was being delivered from this place, devoted altogether to saving the Union without war, insurgent agents were in the city seeking to destroy it without war—seeking to dissolve the Union and divide effects by negotiation. Both parties deprecated war, but one of them would make war rather than let the nation survive, and the other would accept war rather than let it perish, and the war came.

One-eighth of the whole population were colored slaves, not distributed generally over the Union, but localized in the southern part of it. These slaves constituted a peculiar and powerful interest. All knew that this interest was somehow the cause of the war. To strengthen, perpetuate, and extend this interest was the object for which the insurgents would rend the Union even by war, while the Government claimed no right to do more than to restrict the territorial enlargement of it. Neither party expected for the war the magnitude or the duration which it has already attained. Neither anticipated that the cause of the conflict might cease with or even before the conflict itself should cease. Each looked for an easier triumph, and a result less fundamental and astounding. Both read the same Bible and pray to the same God, and each invokes His aid against the other. It may seem strange that any men should dare to ask a just God’s assistance in wringing their bread from the sweat of other men’s faces, but let us judge not, that we be not judged. The prayers of both could not be answered. That of neither has been answered fully. The Almighty has His own purposes. “Woe unto the world because of offenses; for it must needs be that offenses come, but woe to that man by whom the offense cometh.” If we shall suppose that American slavery is one of those offenses which, in the providence of God, must needs come, but which, having continued through His appointed time, He now wills to remove, and that He gives to both North and South this terrible war as the woe due to those by whom the offense came, shall we discern therein any departure from those divine attributes which the believers in a living God always ascribe to Him? Fondly do we hope, fervently do we pray, that this mighty scourge of war may speedily pass away. Yet, if God wills that it continue until all the wealth piled by the bondsman’s two hundred and fifty years of unrequited toil shall be sunk, and until every drop of blood drawn with the lash shall be paid by another drawn with the sword, as was said three thousand years ago, so still it must be said “the judgments of the Lord are true and righteous altogether.”

With malice toward none, with charity for all, with firmness in the right as God gives us to see the right, let us strive on to finish the work we are in, to bind up the nation’s wounds, to care for him who shall have borne the battle and for his widow and his orphan, to do all which may achieve and cherish a just and lasting peace among ourselves and with all nations.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Want Your Message to Get Attention? Think Like a Telegraph Operator

Monday, December 3rd, 2012

I finally got to see Lincoln this weekend, Steven Spielberg’s stunning portrayal of the President’s battle to pass the 13th Amendment outlawing slavery. Among the film’s most powerful scenes, there are several moments when all action pauses for a telegraph transmission. Tension mounts as the telegraph receives a string of Morse Code beeps and the critical news is translated—the outcome of a key battle, the House vote on the Amendment’s fate.

We take instantaneous messaging for granted today. But during the Civil War, the telegraph had only been in use for some 20 years; Western Union had just laid the first transcontinental telegraph cable in 1861. Operators needed be proficient in Morse Code, the series of dots and dashes, transmitted as short beeps and long beeps, that represent each letter of the alphabet.

Messages were short, focused and aimed at a very specific audience, then communicated in person or hand-carried to the intended recipient. And for those reasons, quite effective.

Except for the medium, not so different from effective messaging today.

Here are a few lessons about messaging we can all learn from the days of the telegraph:

  1. Know your audience. It’s easy to send out any kind of message into cyberspace. But if you’re not clear about whom your trying to reach and what they care about—what information they would stop in their tracks to discover—chances are good no one will pay any attention.
  2. Convey your message in a way your audience understands. In the 19th century, not everyone knew Morse Code; they needed an operator who could translate telegraph transmissions. With the Internet, you can write anything you want and put it online, publish it via emails, your blog and other social media. But if you’re using lingo or a language style that the people you want to reach don’t share, your message will be dismissed as unintelligible beeps.
  3. Keep it focused. Whether by telegraph or Internet, short, simple and clear add up to a memorable message that sticks.
  4. Time your message to arrive when people are looking for the information you want to provide. There are cycles in every business. Everyone’s looking for bargains right now before the holidays. After New Year’s, people look for ways to fulfill their resolutions to lose weight and get fit. In January and February, people in cold climates begin to plan for vacations in warmer ones. These are the obvious cycles. Whatever messaging you do, understand when those you want to help need it most, and set your schedule accordingly.

Bottom line: Our technology certainly has evolved, but the essence of human communication hasn’t.

End of transmission.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

When NOT to Promote Yourself

Monday, November 5th, 2012

There is a time to speak and a time to listen. This past week, when Superstorm Sandy plowed into the East Coast, it was a time to pay attention, seek shelter and offer genuine help. But not a time to promote your brand.

American Apparel and The Gap learned that lesson the hard way. American Apparel was roundly criticized for launching a 36-hour Hurricane Sandy Sale, and Gap got an equally well-deserved trouncing for encouraging those who might be bored during the storm to shop online. Both received an outpouring of angry social media push-back. With so many suffering from the disaster, the pitches were justly recognized as tasteless and completely inappropriate.

Sears was chastised, too, for pushing generators and cleaning products via its Twitter feed in the storm’s aftermath. Even if people were looking for these items, the promotion appeared self-serving. Which, of course, it was.

Other businesses demonstrated thoughtful restraint or offered genuine assistance. Chevrolet donated 50 trucks and vans to search and rescue efforts. The Citi Foundation, which gives $500,000 annually to the American Red Cross, donated $1,000,000 for Sandy disaster relief. Sure, these moves helped burnish brand image. But they were tangible gifts of much-needed resources.

So, what’s the best, most humane approach to marketing your brand under such circumstances? Two rules make sense:

  1. Put yourself in the shoes of the people affected by the disaster. What information would be truly helpful to them that’s relevant to your work? Can you be of genuine assistance in some way, or will your offer appear to be simply self-serving or making light of the true suffering involved?
  2. If your business is located within the disaster zone, sincere words of support and comfort are appropriate (emphasis on sincere), as well as any updates about what’s happened to your business, when you expect to be available again for your customers and how to contact you.

For thoughtful commentary on the subject, see:

Nick Cicero: Is There a Right Way to Respond On Social Media After a Hurricane? on Social Fresh

Michael Sebastian: After Sandy, Lessons Emerge for Corporate Communicators on PR Daily.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

Seven Ways to Repeat Your Message and Get Noticed

Monday, October 1st, 2012

There’s a golden rule in public speaking:

Tell your audience what you’re going to tell them.

Tell them.

Then tell them what you told them.

When it comes to delivering a memorable message, repetition is key. With so much information battering us for attention every second—from emails, texts, tweets, social network posts; on our smart phones, radio, TV; not to mention from live beings in our midst—it’s amazing that we can remember anything at all.

The Rule of Seven
So how many times do you need to repeat your marketing message for your ideal customer to pay attention, remember and follow your call-to-action?

The annoying answer is—it depends. If you’re an expert in a small but clearly defined niche, you may have a dedicated following who just need to hear your advice once to take action.

But if you’re competing in a crowded marketplace, you need to repeat and repeat and repeat. Some marketing pros cite the Rule of Seven—a minimum of seven times to repeat your message in order to be noticed. It’s probably no coincidence that seven is the average number of bits of information that we can hold in our short-term, conscious memory.

Vary the Medium to Develop Your Message
This doesn’t mean you need to repeat the exact same message in the exact same format, over and over. In fact, it helps if you promote your message with some variety, so your ideal client doesn’t yawn and move on because she’s heard it already. There’s a balance to be struck between reinforcing your message and annoying the people you’re trying to convince with too much of the same thing.

So here are seven ways to get your message across in different styles and formats:

  1. Blog about it. Tell a story about how your helped solve a problem for a client. Be sure she’s someone your target audience can identify with. Tweet about your blog post, using keywords that your target audience is likely to use for search.
  2. Create a video of your client explaining how you helped her solve that problem. Embed it on your website homepage, post it on your social networking sites and tweet to your followers.
  3. Create a short guide to solving that problem, optimize it with keywords and post it on your website as a download in exchange for email addresses. Promote it through your social networks.
  4. Promote a free webinar about how to solve that problem in greater detail, using  your email list of qualified potential clients and social networks.
  5. Do the webinar. Offer participants a discount for your product or service.
  6. Guest post on a blog with a significant audience of potential clients about how to solve that problem. Link to your website and your problem-solving download.
  7. Get yourself an interview on your local business radio show and tell your story. Promote your next webinar.

And so on. You can, of course, also tell your story through traditional advertising, such as newspaper ads, if your budget allows. The point is to think creatively, across media that your ideal client favors, and plan your promotional push within a short enough period that will help you to reinforce your message multiple times.

As you develop your campaign, be sure to measure results. Which tactic garnered the most inquiries? Which gave you the best return on your investment of time and resources? Experiment, test and refine. With each new round of repetition, you’ll have a better shot that your ideal client will actually be listening.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

 

Why TV Ads May Not Win Elections, After All

Monday, September 24th, 2012

If you’re able to stomach the hype, dueling punditry and horserace journalism of this year’s bitter presidential campaign, you probably know by now that the Romney campaign has raised millions more than Obama’s, largely through secret private donations to Super PACs. Both campaigns are flooding TV markets in battleground states with commercials; by Election Day on November 6, the contenders will have spent an estimated $1.1 billion on TV ads.

That in itself is a sobering thought (how much of the national debt could have been retired with that money?). But according to James Suroweicki’s financial column in this week’s New Yorker magazine, all that money for all those ads may be an even bigger waste of resources when you consider how campaigns are actually won.

Step One: Target Your Message to Voters You’re Most Likely to Win Over
Citing Sasha Issenberg’s new book, The Victory Lab, Suroweicki explains how sophisticated political campaigns have adopted corporate marketing strategies of micro-targeting their messages to each segment of voters. Focusing on voters who are still undecided or who favor their candidate but need that extra push, campaigns tailor messaging according to detailed demographics, including shopping tastes, voting history and media preferences.

If that approach sounds familiar, it should. Political campaigns are only following best practices for strategic messaging—know your ideal client, understand her issues and explain how you can help solve her problems or help meet her challenges.

Of course, delivering the right message to the right audience segment isn’t enough. You have to follow through on your promises, which, in politics, is not always a guarantee.

Step Two: Persuade Your Won-over Voters in Person to Get Out and Vote
But of greatest importance during the run-up to the election is this: Even if you persuade the right market segment of voters with your expensive, targeted TV commercials and direct mail to vote for your candidate, it doesn’t mean squat unless the people you convince actually get out and vote.

And here, Suroweicki points out, political science researchers have demonstrated that good old fashioned human contact works best. Forget those robo-phone calls with recorded political VIPs urging you to go to the polls (not to mention the pure annoyance factor). Personal calls by real campaign workers and door-to-door stumping, when strategically targeted, are the most effective ways to get your won-over voters to vote.

Which brings us to a common-sense conclusion—market research is essential, targeted messaging is good strategy, but nothing beats the personal touch of one person speaking honestly to another about why your candidate or product or service is worth her time, effort and resources.

And above all, of course, your marketing efforts should promote something or someone of true substance that lives up to your message. Imagine if that were always the case in politics.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

The Single Most Important Sentence on Your Homepage

Monday, September 17th, 2012

What’s the goal of your website? This may sound obvious. Of course you want to attract potential clients. But what do you want them to do once they get to your site?

If your have something to sell, the answer is clear. You want them to purchase your product. But what if you’re a service professional?

It’s not enough to describe what you do. You need a call-to-action. This is the equivalent of a Buy Now button on an e-commerce site.

Your Call-to-Action Depends on What Your Visitor Needs Right Now
If you want visitors to call you to find out more information about your services, your call-to-action can be as simple as an invitation to set up an appointment for a complimentary half-hour consult. I’ve had clients who are attorneys use this approach successfully, because people shop around for expensive legal advice.

You have to know your audience and how they make decisions. If they need to feel you out in person as one of several options, a free consult—with limits, so you don’t set yourself up for someone who wants to just pick your brain for free—can be a great way to build your practice.

Build a Relationship with Thoughtful Lead-Generation Content
If you have information products to sell, such as an online course, to leverage your consulting services, you’ll want to develop some free, useful content that your visitor can download, in exchange for an email address. This is called lead-generation content, and the goal of your website in this case is to build a qualified email list for developing your relationship with potential clients through additional info product offers.

Once again, you need to have a clear idea of your goals and offer information that has real value. Most people are wary of giving up their email addresses. We’re all inundated with email, a lot of it junk.

No-one Will Give You Their Email Address for More Junk Mail
What advice can you give in the form of a useful download—be it a fact-filled PDF, an eBook or a white paper—that will make your visitor want to opt into your list? And what do you want to do with that list? How are you going to follow up and build your relationship, leading to a sale of a more substantive info product or your consulting services? You need to know the answers before you craft your lead-generation content and call-to-action.

It’s worth noting that eNewsletters have become so ubiquitous that asking people to sign up for your weekly newsletter, especially if you’re using canned information from an industry subscription service rather than original content, is probably not going to get you much interest. It’s also not going to help you establish your own expertise if you’re just recycling someone else’s content as your own.

So—once again, what’s the goal of your website? And what do you want your visitors to do once they get there?

For a more detailed discussion of how to craft an effective call-to-action, here are some useful articles:

Content Marketing Institute: Are Your Call to Actions Missing These Proven Formulas?

HubSpot: 10 Best Practices to Optimize the Language of Your Calls-to-Action

Smashing Magazine: Call to Action Buttons: Examples and Best Practices

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

The Easiest, Free Way to Brand Your Business Online

Monday, September 10th, 2012

Business cards and letterhead used to be the main tools for professional communication and still play an important role in establishing your brand identity. You wouldn’t think of sending a letter or invoice to a client on plain white paper, right?

So why send an email to your client from your gmail address?

Tie Your Business Email to Your Brand
If you have a professional website, be sure your email is tied to your web address. Your web developer can quickly set this up for you if you’re not comfortable doing it yourself through your site hosting service.

There is just no easier way to remind clients of your brand than sending them an email from yourname@yourbrand.com. You can reinforce the connection through an automated signature at the bottom of your email that includes at least your name, phone and a live link to your website. Best of all—it’s free.

That said, I’m not a big fan of  branded email letterhead templates that you can buy online. For my money, they look cheesy, like hyped-up direct mail. Most business email correspondence is short, sometimes just a one-word answer that can be viewed in an email preview display. You don’t want to clutter up the heading with branding images, your photo or distracting messages.

Retain Branding in a Shortened Email Address
If your website has a long url and you’re concerned that it’s too much to type for an email address—or, as happened to a client recently, your email address doesn’t fit into the design of your business card—you can create a shortened version of your web address for your email.

Just be sure that the shortened domain name is available, because you’ll need to own it in order to set up the email address. Most importantly, be sure you retain the essence of your brand in the mini version.

For example, I use evelyn@herwitzassociates.com for my professional email. But if I wanted something shorter, I would go with @herwitzassoc.com, which combines my brand with a recognized abbreviation of the word “associates,” so it would still make a clear connection to my website. I would also have my web developer point herwitzassoc.com to my actual website for seamless search.

Remind Your Reader of Your Brand with Every Email
The beauty of email is its straightforward simplicity. Email provides an immediate way to communicate with anyone around the world.

What you say and how you say it are, of course, the most important ways that you establish yourself as a professional. But don’t miss this free opportunity to remind your business email correspondents, every time you write, who you are, the name of your brand and where to learn more about you online.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

How to Be Yourself and Stop Hiding Behind Your Website Content

Monday, September 3rd, 2012

I read a lot of websites. Market research for clients, competitor analysis, my own information search—it all adds up to a lot of words on screen. And quite frankly, much of it is, well, garbage, to be polite.

It’s not that the content isn’t informative. It’s not that it doesn’t answer my questions. It’s just hard to read. And I’m not talking about lack of good grammar, though there’s plenty of reason to gripe about that.

Don’t Sound Like a Robot
What bothers me most about many web sites, especially sites for professional services, is that they seem to be written by automatons. The language is stiff, formal, like content you’d find in a term paper. In an effort to sound professional, the writer comes off sounding aloof—not someone I’d want to spend time with.

It’s a pitfall in all forms of business writing—using complicated sentences and big words to sound intelligent. But really, what we all want is to deal with a warm-blooded person on the other end of the website, someone we can identify with, someone we’d enjoy meeting over a cup of coffee for a good conversation and help solving a problem.

Keep It Conversational
I know how hard it is just to be yourself online. It’s natural to feel vulnerable when you put yourself out there. We all need boundaries to protect our privacy, especially on the Internet.

At the same time, to connect with your ideal client, you really need to push past any urge to spiff up your web content with lots of long phrases, fancy terms and—please, no—business jargon. No one really talks like that unless she’s trying too hard to impress. And it shows.

So here are a few ways to keep your web content down-to-earth and personal:

  1. Choose strong nouns and active verbs. They always beat overwrought vocabulary and circuitous sentence structure, no matter what the genre. It’s fine to use unusual, interesting words—as long as your target audience speaks that way, too.
  2. Use the second person, you, to speak directly to your audience, as you would in a conversation. Don’t feel you need to use third person he/she/they to be polite or more appropriate. That will only distance you from your reader.
  3. Capture your natural voice in your writing. How would you explain this topic to a good friend? That’s the tone you want to emulate online. The best way to test your content for conversational tone is to read it out loud when you’re through writing. If you hesitate because the sentences are confusing, get stuck on pronouncing big words or get bored listening to yourself, it’s time to revise.
  4. Anticipate your reader’s questions and answer them in a logical sequence. This achieves two goals: Your copy will be easy to read, and your reader will feel understood and keep reading.
  5. Avoid foul language. This is an exception to the point about capturing your natural voice—if you tend to curse a lot, that’s your business, but it doesn’t belong on your professional website. Even today when just about anything goes, many readers will be turned off by words that get bleeped on most TV shows. Occasionally, cursing in context can be very effective, but it should be used with full intention, not carelessly.

For more suggestions on how to write web copy that works, check out this post: Five Reasons Why Your Website Content Isn’t Working—and How to Fix It.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.

 

 

The Solid Gold, No-fail Key to Marketing Success

Monday, August 20th, 2012

About 15 years ago, when I had just started as marketing director for a small New England college, I bumped into one of the faculty as we collected our mail. When I introduced myself, he balked. “So, you’re going to give us the Madison Avenue treatment,” he said, making no effort to hide his disdain.

We later became friends, but his remarks unnerved me. I was new to my job and had just been given the role of marketing head a short week after arriving to direct the college’s communications efforts. I really didn’t know what I was doing, and his comments made me feel like I was leading some tainted effort to snare potential students with sleazy sales pitches.

Marketing Must Be Authentic to Persuade
Of course, that’s a common misperception of marketing, with a basis in truth. Traditional advertising manipulates our emotions to get us to buy. But we’re long past the days when the Don Drapers of the world could push out one-way messaging without consumer push-back (unless, of course, the product was a total dud).

Marketing (which includes advertising), especially on today’s consumer-driven Internet frontier, has to be authentic to persuade. Messaging is no longer one-way. Consumers have many options to research products and services online; reviews, forums, Twitter, Facebook, YouTube, blogs and more provide ample ways to confirm or deny marketing claims. Bad reviews spread with the speed of data transmission.

While the fear of someone sinking your business with a critique that goes viral may be enough motivation to be authentic, here’s a much better reason: Integrity is the key to effective marketing.

Be True to Yourself and Honest with Your Clients
Whether you’re creating content for your website, a blog post or a tweet, be true to yourself and you’ll never have to worry about making promises that you can’t fulfill even if you mean well, getting business under false pretenses, or overextending yourself and undercutting expectations.

I share this because marketing can seem such an overwhelming and unpleasant prospect, a necessary evil when you’re a small business owner who already has far too much to accomplish each day. It’s often the lowest priority on your to-do list, the tightest budget item. You know you have to do it to get business, but, like my former college colleague, you avoid it or hold your nose.

Discover Your Strengths to Reach Those You Help Most
So, consider this: Marketing is certainly challenging. It involves a lot of time and attention to detail and strategy and follow-through. But marketing is also one of the best ways I know to discover your strengths, the true value of your work and how you’re helping others. Developing a solid strategy forces you to think rigorously about your ideal client, the problems and mistakes she struggles with, and how you help her to find solutions. Telling your true story becomes a source of pride in all of your hard work and accomplishments, as well as a means to get the word out and find more great clients to help. Honest client feedback enables you to do even better.

While I was marketing director at that college, I made a solid commitment never to create any false advertising. Sometimes I had to rein in enthusiastic colleagues who wanted to oversell their programs. Sometimes I had to say no. I worked hard to find and tell honest stories, and the college attracted more qualified students.

The same will hold true for your business. Be authentic, serve with excellence, market with integrity, and your work with thrive.

Marketing consultant Evelyn Herwitz loves to help you tell a great story about your great work. She specializes in search-optimized web content that positions you as an approachable expert in your field and helps you grow your business. Contact Evelyn for a free half-hour consult for new clients.