customer segmentation

Call Scripts for People Who Hate “Selling”

Call scripts get a bad rap, because they can be terrible, especially if you use them wrong. But call scripts can be really useful to: Give you a game plan for a call, instead of struggling over what to say. … Read More

LinkedIn Automation request

LinkedIn Automation Gone Wrong Stories?

LinkedIn is a great place to curate a your professional network, keep track of people changing jobs, launching new venture, and sharing interesting content, but LinkedIn automation has filled our inboxes with spam. Some recent connection requests in my “inbox” … Read More

Pipeline Planning

Marketing Planning for 2020 (and the 2020s)

All set with your marketing planning for next year? (And since we’re rolling into a new decade, for the 20s, as well?) No? Here are some links to get you started: Understand that you run a media company, whether you … Read More

Closed for business

Reasons you don’t have a Lead Magnet on your site

After I published a 3,000 word article on using a Lead Magnet to generate leads for your professional services business, responses ranged from “hey, this is exactly what I needed”, to “this would never work for me.” Within the “never … Read More

Should You Narrow Your Niche? Here’s the One Question to Ask

Should you narrow your niche? And what’s all this talk about niching, anyway? And if you’ve got a niche, how do you know if you should make it wider or narrower? Let’s dig in. What’s a Niche? Think of your … Read More

How not to connect on LinkedIn

Here’s a recent screenshot of my LinkedIn connection request screen: They’re both using the same spam template. Without accepting either request, I asked who was running their LinkedIn campaigns. (No response yet.) I get a lot of connection requests like … Read More

The Reconnection Challenge

I’ve been thinking (and writing, and coding, and acting) a lot about the importance of connections. Not just social media connections, but actual social connections, which take time to nurture. Social media should (and can) facilitate real connection, but often … Read More

Creating the Right Lead Magnets for each Stage in the Buyer’s Journey

Your buyers’ journey will determine how you should offer Lead Magnets (pieces of content offered in exchange for email and/or other contact information) to lay out stepping stones to make the journey easier. Put the wrong stone in the wrong … Read More

Nail Your Marketing Message

Who do you help? What’s different about your approach? How can you get this message to resonate with your audience? Try this simple “Mad Libs” style marketing message generator. Just plug in values in the blanks. Play around. See if … Read More

How to Use Lead Magnets that Convert on Your Consulting Web Site

Ahmed Munawar, host of the Forecast podcast for consultants, invited me on to discuss how to use Lead Magnets to convert visitors into clients.     How to Create a Lead Magnet that Converts with Reuben Swartz