Features and Benefits

Features v. Benefits

The distinction between Features and Benefits gives you the key to converting more sales. Features describe what your service or product actually is.   They describe the buttons, widgets, locations and other details that give people an idea of what to expect from working with you or buying your product. Benefits, on the other hand, tell people why they should care. …

Photographer on log in nature

What Sets You Apart is Your Genius

What is your Unique Selling Proposition?  What are your Gifts? USP stands for Unique Selling Proposition, and it’s basically defined as whatever you do that is different—and probably better—than what everyone else in your field is doing. These are things you do easily and with delight.  They’re also things that you’re very good at.  They are your gifts.  And the …

blank slate for drawing

Design – The Most Important 2 Seconds of Your Brand

Why Design Matters Most visitors don’t look at ads or images on your website or business cards, but design matters because it sends an immediate message of what you’re all about.  Visitors will still notice how your design makes them feel. 2 Seconds You have two seconds to capture someone’s attention online.  If your site looks unattractive, amateurish, or is …

Social Media Permission Slip

Here’s the deal: social media isn’t a magic pill any more than anything else is.  In fact, I’ve found that it’s one of the biggest way that people practice avoidance. And it’s not entirely their fault.  Social media is sold to us as The Next Big Thing. Scare tactics Social media marketing has more fear-based marketing around it than SEO …

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Who are Your Right People?

Your Right People are the people who will love you, follow you, friend you, talk with you, get on your list and buy from you.  They love your product or service and they show up to all of your events and buy all your swag, even the weird hippopotamus bumper stickers you had printed that you weren’t sure anyone would …

sun sets on a bunny

De-Bunking Marketing Myths

Let’s look at a few common misconceptions around marketing. Myth #1 – Marketing is complicated. Truth:  Marketing is simply talking with confidence and ownership about what you are passionate about. That’s it. It isn’t convincing people to work with you, following someone else’s weird strategy that doesn’t make sense to you, or being/saying/doing anything that isn’t authentic to you. It …

Lighthouse by Todd Smith Photography

“Marketing” Does Not Mean “Chasing”

My favorite concept about marketing is based on a quote by Anne Lamott: “Lighthouses don’t go running all over the island trying to save people; they just stand there shining.” That’s how your marketing should be.  Don’t chase your right people.  Trust that they’re out there actively looking for you. I deal with so many brilliant and savvy entrepreneurs who are scared …