3 Approaches to Marketing

3 Approaches to Marketing

Good morning. Got your taxes done? Don’t worry, the IRS will wait 😉. Read this first, then finish your taxes.

Over the years, I’ve noticed a pattern of how a lot of businesses evolve their marketing message. It goes something like this:

1. I like it - if the marketing message sounds good to me, others will like it too.

2. Others like it - The message changes because we hear or read about a technique that worked for someone else. A “best practice.” Many marketing programs get sold this way - it worked for 100s of others, so it will work for you.

3. My clients like it - And then there are the folks who do their research, talk to their clients and prospects, and build their messaging on what they learn.

You can save yourself a lot of time and money by jumping right to #3.

And guess what, A.I. can’t do #3. Not yet, anyway.

Have a great day, and enjoy this week’s picks.

Bill

913.962.9261

LinkedIn’s new verification feels 1984-ish

LinkedIn is partnering with a company called CLEAR to provide a way for you to verify your identity and company. Once you verify your identity, your profile will display a new “Verifications” section on your profile. More details here.

One of the requirements is that the name of your profile will have to match the id you provide. This could be problematic for some people - like me 😀 as I don’t go by “William” outside of official paperwork.

And it is already causing problems for people like Alan Weiss, a well-known consultant, speaker, and author. Apparently, LinkedIn doesn’t think Alan is real. Read his account of it here.

Don’t let video ruin your website page experience

Everyone loves video today. But video files are large, which means they can be slow to load on your website. Google’s Core Web Vitals say slow pages = bad user experience. Bad user experience could hurt you in the search rankings.

Here is how you can have your video and search rankings too.

What’s to E-E-A-T

E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. Those are the factors Google uses to help them determine quality content.

Learn more about E-E-A-T and how to use it to improve your local search rankings here.

Is it time to give up on your goal?

This article will help you decide and give you some tips for quitting if that’s what you decide.

Get the tips

And this…

This missing dog crossed 150 miles of sea ice before being found.

Get the full story here

Featured Picks

📚️ Tom Peters’ Compact Guide to Excellence

I really like how Tom Peters has put a lot of thought and effort into the design of his books. And naturally, this book is brimming with insights and inspiration that can only come from Tom.

Get it on Amazon…

🛠️ Krisp.ai

Krisp is a noise-canceling app powered by AI. It blocks out your barking dog (and a bunch of other things). It also has a meeting assistant to take notes.

Try a free account here

📷️ Amazing Underwater Photography

Check out this fluorescent lizard fish and other amazing underwater photography here.

Like this newsletter?

Let me know. Just hit reply (I read every reply), I’d love to know what you think.

Thanks for reading.

Bill

913.962.9261

P.S. Whenever you are ready, here are 3 ways I can help you grow your business.

1) Get more referrals 

Want help creating your system for orchestrating referrals? Reply to this email with "More referrals" to schedule a time to chat.

2) Get Help Quick

Day Rate Consults are the easiest way to get marketing tasks off of your to-do list. See what you can get done

3) Get more leads from your website 

If your website isn't delivering enough leads, reply to this email with "website leads" and I'll send you the details about my Website Leads Audit.