Here’s a mindset for you. What if your emails (or social media posts) were designed not just to educate, but to build a relationship with people in your audience? How would it change your writing style? How would it change your tone? How would it change the content of your emails? My guess is you’d introduce more of yourself into your content. You’d tell more stories. You might even feel like you could relax a little. You’d probably try to speak the language of your ideal audience. You’d...
over 1 year ago • 1 min read
An interesting question came up today on a Mindshare group coaching call. The topic was essentially why someone’s long-form educational content via email wasn’t converting any leads—even though the list was big enough to think it would. If you tend to teach hard with your content, this might be for you. You might be writing for the wrong audience If you’re consulting, the people hiring you are in a leadership role—i.e. CEOs or other executives. Those people don’t want to get deep down in the...
over 1 year ago • 2 min read
If you’ve been on the internet longer than a minute, you know that social media platforms rise and fall in their popularity. Algorithms change, attention shifts—heck even the owners can change hands! And while social media is a great way to build your top of funnel and build awareness for you and your business, it’s not the best place to sell. That’s where your website—and as importantly—your email comes into play. Email is your ticket through the algorithm gatekeepers. Assuming you build and...
over 1 year ago • 1 min read
One of the most common ways to sell marketing services is by levels of access or number of deliverables you provide. Do you want one blog post per month or five? Do you want to weekly or bi-weekly calls? Do you want strategy work included or not? The reality is, buyers often don’t know what they really need to get the results they want. Do they really need the deluxe SEO plan or will the fundamentals do the job? To be clear, there’s nothing wrong will selling tiers of service. People are...
over 1 year ago • 1 min read
I’m a big fan of audio. Audiobooks, podcasts, course content, YouTube videos—you name it. It’s by far the best way for me to learn and consume information. That doesn’t mean I don’t read. My eyes work just fine and I enjoy reading. I just have less time to sit down and read long-form content. I’d rather be working. Chances are, your clients are just as busy, which is partly why I recommend short frequent posts vs. regular long ones as a primary marketing approach. With audio, you can take it...
over 1 year ago • 1 min read
You’re a marketing professional. Which means people are deciding whether to hire you—at least in part—based on your marketing. It’s similar in other industries, too. You wouldn’t go out of your way to work with an unfit trainer. Or a doctor who doesn’t exhibit healthy practices. You wouldn’t rush to hire a writer who doesn’t write for their own business. Or a web designer with no website. Or a graphic designer with ugly branding. But the opposite is true: you would seek a trainer who is fit...
almost 2 years ago • 1 min read
Quick note: if you have been thinking of joining Mindshare, I have a little offer for you at the bottom of this email. A lot of people think consultants have no skin in the game. They wave their hands, give advice, and leave the client alone to implement. In some cases, that’s perfectly valid and accurate! But when it comes to consulting on marketing, the most effective ones combine advice with other proprietary assets. These assets give you leverage. They’re your relationships, expertise,...
almost 2 years ago • 3 min read