Why your content has to be bigger than your product or service

Why your content has to be bigger than your product or service

An important visitor is ringing your doorbell and she doesn’t have much time, several seconds actually. Neither do you. But time is not your only problem. Your bigger problem? You can’t shake your visitor’s hand or look her in the eye. Because she’s just landed on your website. How are you going to reach through […]

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What’s in a tagline?

What’s in a tagline?

The purpose of a tagline is to convey a point of view, a philosophy that underlies your business. A tagline is not a statement of your value proposition but it should embody it. Consider this one:  “Sourcing the wisdom of your body.” This tag belongs to the healthcare practice of Dr. Katie Briggs, called Resonation […]

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Why you should stop targeting your market…really

Why you should stop targeting your market…really

You’ve heard it before. It’s the typical way that marketers and content developers advise their clients. Target your market. I don’t talk about target markets. Target markets aren’t important; people are. A person isn’t a target and a person isn’t a market. Intrigued? Keep reading. 

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Don’t hide the jewels!

Don’t hide the jewels!

Recently I met with a new client who wanted to hire me to re-do their home page content. I could see it needed help. From the logo and home page copy it wasn’t clear what the product was until I clicked on the product page: a nutritional evaluation service. I went through the rest of […]

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How to succeed in business without really trying

How to succeed in business without really trying

To succeed in business you have to do more than try. Like Yoda says, So. You have a purpose, a mission, a reason for existing. A service or product you believe in. You first job, to be truly of service, is to create an effective way for your audience to find you—and when they do, […]

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