Don’t persuade, permit.
As a business owner, your job isn’t to talk people into buying from you. You’re not trying to persuade. Instead, your job is to permit.
messaging
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5 Reasons Not to Work with Me
1. I provide very little documentation The strategy we’ll create together is ultimately yours, so formal documentation needs to be created on your end (with help and support) so that it doesn’t get rejected by your organization’s immune system. And I’m confident you know exactly what
Don’t build a brand, deserve one.
Today’s newsletter is a shortened and focused version of last week’s rather lengthy article. If you didn’t get a chance to read it, or you just want a version that’s stripped down to the major points, this one’s for you!
“Make Me Laugh”: How to build a brand based on values
Darwin said that he “followed a golden rule, namely, that whenever a published fact, a new observation or thought came across me, which was opposed to my general results, to make a memorandum of it without fail and at once.”
“Tell the truth and make it interesting.”
“Tell the truth and make it interesting.” — David Ogilvy Describing his own writing style as “a silk glove with a brick inside it,” Ogvily believed that the best way to make an impression was with facts and information, well stated.
“There’s no such thing as a marketing emergency”
I thought the best way I could be helpful to you today is to just make your marketing a little easier. A little bit less stressful or overwhelming, so you can focus on other things.
But what should you DO?
What are you actually supposed to do to get the clients you really want?
Flailing for attention
The job of a marketer is not to make marketing assets, or to implement tactics. Or to just get attention. The job is to get customers. Nobody cares about our ads, our social media posts, our videos, or even our newsletters. They care about their own problems, their own lives, their own jobs.
The game of wasting money
Knowing ourselves—what we like, what we’re best at, what we value above everything else—is what makes us different.
The more you address, the fewer you attract
I don’t know about you, but for me, August has always been the month that made me suddenly aware that the year is going to end at some point.
The danger of disimprovement
The fact is, the more we say, the less our audience will hear. Every time we feel like we should add another offer, another product, another message, or another focus to our marketing, we should try to pause.
Genius is the art of taking pains
Knowing what to say in our marketing is one of the most frustrating challenges business owners and marketers like you and I face every day.
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