Feb 25, 2019
Our premium-priced product or service literally pays for our marketing. So, the products & services we sell have to be coherent with the marketing message we put forth in the marketplace.
You can't act like the high-priced provider & charge like the cheap one. Because when you end up in that middle ground that’s...
Feb 22, 2019
There are two ways to think about pricing (as it relates to marketing), and we're going to talk about both of them because they're related.
First, is that marketing changes your pricing. And second, is that pricing changes your marketing
It turns out that most people (most of the time), make decisions about choosing...
Feb 18, 2019
Your Brand is the way your prospects and clients think of the promises you make; your brand is a shortcut.
It is a shortcut for all of the things prospects and clients have in their head about what to expect from you
The brand is something you earn. The brand is the sum total of all your marketing.
But you can’t do...
Feb 16, 2019
This is a book about making marketing more human. It is a book about and for marketers, but it focuses most of its content on the things that matter most to our clients, customers, patients.
The book spends a good deal of time highlighting how lazy we (as business owners and marketers) have become (rightly...
Feb 15, 2019
An effective marketing plan for 2019 requires an entirely different approach than you’re probably used to taking.
An effective marketing plan is based on empathy, humility and your ability to become magnetic to your perfect prospects. Empathy because we understand our marketing is for them.
We understand that we...