Give Me The Cake, Not The Ingredients

I’m going to unashamedly borrow from my friend Chris Westfall with that blog title, because his newsletter today just hit the nail on the head. Most times we (as customer) don’t want the details. Don’t tell me about the recipe. Don’t list off the ingredients. Just give me the cake. This was a timely thought, since […]

Here’s What ALL Your Customers Are Buying

“Plop, plop; fizz, fizz…oh, what a relief it is!” It was one of the most memorable commercial jingles of my growing-up years….annoyingly so. But this commercial teaches us a wonderful lesson about business and marketing – people buy pain relief. If you’re selling something, you’re making a huge (but very common) mistake by focusing on […]

Grab the Unfair Advantage of a Marketing Baton

Imagine a highly trained runner in a 4×100 relay race. He (and his 3 colleagues) have practiced hard; they’re talented, fast, and they know the competition. They’re poised to break the tape at the finish line first, except for one little thing that’s missing. They have no baton. You know, that thing you hand off […]

OJD (Obscure Jargon Disorder) – Please Don’t Spread It!

The few moments that you have to get a message across are precious – and yet, the opportunity is often wasted because of a prevalent marketing sickness called OJD – Obscure Jargon Disorder. This is when the words you use bring obscurity, instead of clarity. You open your mouth (or someone clicks on your website), and a fogbank […]

Going for a Walk in the Jargon

I have, in front of me, a marketing piece from a real estate agent. And, like about 90% of all marketing pieces (including websites) that I see, it doesn’t speak directly to me in my language. It is full of industry insider language. Jargoneering. Maybe your marketing materials are similarly afflicted. It happens so easily, […]

A 4-Dimensional Approach to Pinpointing Your “Sweet Spot”

As a business, you have the complete freedom to market whatever-you-do to whomever-you-want. Unfortunately, selling whatever to whomever is typically not a sound business strategy, which is why I advocate for clearly defining your professional “sweet spot.” How does that work out on a practical level? Let me walk you through a simple 4-dimensional process I […]

Stop Offering Solutions!

  The whole “solutions” bandwagon really took off during the tech explosion of the 90’s and 00’s. I guess it was hard to explain what such-and-software would actually do, so companies starting labeling what they did as “solutions.” Like all bad diseases, “solution-ism” began to morph and spread. Soon everyone was a “solutions provider.” It’s […]

Letting Customers Edit Your Direction

I was talking with one of my clarity therapy coaching clients recently, and came out with a question that changed the whole course of the conversation: “Among your offerings, what are you doing most right now? Give me percentages.” The answer surprised me. It gave a flash of insight into the real on-the-ground demand. And, […]