Writing for Business Owners
Two Decades of Insights (And Still Going)
I’ve written more than a hundred articles about business, marketing, branding, and design for publications like Inc. Magazine and others, as well as for my own various blogs and websites.
Articles
Using Content Marketing in a B2B Setting
Content marketing is a way of marketing that focuses on creating and sharing valuable content with your audience. The goal is to educate and engage your audience, so they'll want to buy your products or services. It can be used in a number of ways, but for B2B...
Don’t Let Your Marketing Get Lost in the Numbers
Measuring marketing isn’t easy, and there are plenty of challenges you’ll face when attempting to measure the effectiveness of marketing strategies and tactics. Some of the biggest challenges include:The difficulty of isolating the impact of marketing efforts:...
What’s the Difference Between Sales and Marketing?
There are a few reasons people can get confused about the difference between sales and marketing. One is that the words "sales" and "marketing" are often used interchangeably, and many people may not fully understand the distinct roles and responsibilities of each....
When Does Skim Pricing Make Sense?
Skim pricing is a pricing strategy in which a company sets a high initial price for a product or service, and then gradually lowers the price over time. This strategy is often used when introducing a new product or when there is a high level of demand for a product or...
Marketing Truths No One Will Admit
In a recent thread on /r/marketing, the question was asked, "What is something no one in marketing will admit, but is definitely true?" While some of the answers in the thread were obviously snarky or pessimistic, there were also several answers that held a lot of...
The Product Design Pyramid
If you make it to the top, you'll have one of the best and most delightful products in your market The product design and user experience design industries are full of vague phrases like "delightful experiences" without a lot of specifics about how to get there. Many...
Smart People Always Want to Mess This Up
Several weeks ago, my company released a new product: a tool that helps small service businesses with client follow-up. We did it very quietly, late one night after most of the department had gone home. A few of the product leaders made the decision, flipped the...
You Know Your Core Values—Now What?
So you’ve identified your core values and everyone’s excited about them. Now what?The powerful experience of identifying a company’s core values is too often followed by the unforgivable act of forgetting about them. People frankly just don’t know what to do with core...
Every Document is an Experience
One simple but helpful step is to stop thinking about your company’s operational documents as merely transactional tools.Every document your company produces is an opportunity to emphasize and clarify what your company is all about. Spec sheets, release notes,...
Don’t Talk About Your Positioning—Prove It
Customer experiences are almost always indirect. You don’t feel good because a company told you to feel good. You feel good because that company set up a scene that had the right feel-good elements.Every bank wants to think they’re “a different kind of bank,” yet...