Article in Brief: Stop segmenting your prospects by demographics and psychographics. Instead, focus on the functional, emotional and social jobs people are trying to get done in their lives. And match your offerings to that. Let’s go deeper… [Read more…] about How “Jobs” (Not -Graphics) Are Key to Precision Marketing
Articles on Success, Significance and the Evolving Role of Work
Article in Brief: This article gives you one of the most important questions you can ask to aim your business’s marketing strategy: What job are you hiring marketing to do? Let’s go deeper… [Read more…] about Is Your Marketing Working? It Depends on How You Answer This Much Bigger Question.
Article in Brief: This post summarizes two prominent marketing philosophies found in many businesses. Then asks you to choose the most appropriate one for yourself and your business. [Read more…] about Which Of These Two Marketing Philosophies Do You Practice?
Article in Brief: Whether you are an entrepreneur, company leader or independent creative, your ability to scale depends on you becoming known, liked and trusted. This article presents Mark Schaefer’s practical process for building your personal brand. [Read more…] about Personal Branding: How to Become ‘KNOWN’ in Today’s Noisy World
Article in Brief: Storytelling in business has been a topic du jour in the content marketing world. However, I continually watch organizations tell stories that don’t work. They don’t influence people to act. This article offers three shifts marketers (and leaders) can take to tell stories that have real impact. [Read more…] about Storytelling in Business: 3 Shifts That Will Take Your Story To The Next Level