Q: What exaclty is considered email SPAM when sending email?  A: Excellent question. In short form, any unsolicited commerical email is considered SPAM. So, if you are sending any email for your business without permission and adding people to your email list for promotional purposes, you are basically breaking the law. What many people don’t realize is that email is regulated by the Federal law.  It’s highly advised that you read through the official CAN-SPAM Act on the Federal Trade Commission website. Disclaimer: I am not a lawyer but here are some ways you can ensure you’re NOT breaking the law when it comes to email marketing. In order to be CAN-SPAM compliant here are some things you can do. Invest in a platform that provides professional email service. You can explore companies like AWeber, MailChimp or Constant Contact […]

According to the Merriam-Webster dictionary, by definition, legacy can mean one of two things.  1)  a gift by will especially of money or other personal property (bequest) 2)  something transmitted by or received from an ancestor or predecessor or from the past (the legacy of the ancient philosophers) Beyond definitions, perception and profession often dictate how we view and approach legacy. For example: Some will hear the word “Legacy” and immediately think of wealth, money and material assets. This is true for people who have accumulated impressive amounts of wealth and need to manage their legacy via investments, living trusts, bequests, creating foundations and/or donating to nonprofit organizations. Others will hear the word “Legacy” and think about lasting impact in the form of instilling values, writing books, sharing philosophies, or creating bodies of work that support people, planet and place […]

Q: Why do core values matter in business and marketing?  A:  Simply put, values equal value. When you identify your core values (what matters most to you) you can use them as a guiding principle in all of your decisions (personal and professional). I’m often astounded by how few people have taken the time to identify core values and/or go pack and reassess them. People and businesses are constantly evolving and as such, we should make sure our value are in alignment. Values can drive team culture and enhance productivity.  This article via Tech Crunch highlights Cheryl Sandberg’s (of Facebook fame) thoughts on how Netflix has created an impact with their company culture document.  I agree with Cheryl, this is brilliant and I love seeing how they’ve clearly incorporated values that they live by and honor (who […]

Q: How important is storytelling in copy for advertising and marketing? A: Storytelling is crucial. Purchasing decisions are made based on emotions (this could be need, want or connection — doesn’t matter – it’s the emotion behind the purchase that drives everything). People do business with people they know, like and trust. They buy products that make them feel good about the purchase. Storytelling helps build connection. Here’s more food for thought on storytelling via the Inc Magazine article This is Your Brain on Good Storytelling  by Jessica Stillman. What really POPS for me from this article is the mention of empathy — I teach that this is VITAL piece of gaining trust and creating your marketing messages and it’s a two way street. No more poking at pain points and agitating. It’s important to engage people in a […]

Q: Advertising is expensive and I want more people to know about my business. How can I get business publicity (especially FREE publicity)?  This question, along with many more, was posed during my workshop, The Power of Publicity, at Southern Oregon University’s Small Business Development Center. Savvy business owners understand the power of business publicity. A: Advertising and publicity are both necessary in your business marketing mix.  The key is to create a plan and strategy to ensure all of your efforts are working together. Here’s a clip from my TV interview on ABC Newswatch 12 KDRV about the workshop that offers some golden nuggets you can apply in your business right away.  Click the video to watch and see more quick tips below. During the workshop at SOU-SBDC I promised to share how to: • Discern the difference […]

Q: “How can I use your approach to create marketing message in my start-up business?”  Rita says, thanks for sharing the great news about your copywriting formula at The California Women’s Conference. The new steps you created sound clear and are easy to follow. Let´s try it with my marketing message: 1) My customer has trouble taking decisions, in general. He lacks a decider-mentality (individual and team) and is not stable taking decisions 2) I offer trainings and workshops about decision making. We check the blockages, test your D.M. ability and you learn everything about new tools to implement for various decision-types. Alternatively, I offer to consult actively in your decision making process for your new challenge… I’m in the challenging start-up phase right now and I am no marketing expert. What do you think about this approach? Thanks […]

Q: Do I need an email address that matches my website address? A: The short answer is “YES!”.  Business owners and entrepreneurs often ask me “are branded email address important?”.  They absolutely are. Here’s why.  An unbranded email address markets your email provider. And, you want your email address to represent your business and brand. Here’s what unbranded email addresses look like. The @ section of email features the brand of your provider. @yahoo.com @live.com @msn.com @gmail.com @hotmail.com @aol.com @mac.com Why does this matter?  Because when you’ve invested in a website address and you have a specific domain name that people search for, you want your email address to match it. It gives your business another impression with your prime prospects and shows that you’re serious about your business. You have the opportunity to create an email presence […]

Q: I read your blog post about how to get clients by being clear about value proposition.  How can a new business share value proposition within the solution when they are just starting out and there are no case studies or results to share? A: Excellent question. Any new start up will have done (or should have done) market analysis to make sure their business model / idea is viable. During that process you’ll uncover the market need and you’ll know what your prime prospects want and you’ll have a general idea for market demand. From that information you can craft a solution by focusing on PASSION POINTS and painting a picture of possibility. How will your product or service help? What difference will it make? You’ll also want to gather case studies and testimonials as you get […]

Q: How long does it take to brand a business and how long does it usually take to get branding work done with a client from start to finish?  A: Your brand is the promise you make to the world. It’s the overall essence of your business. So, everything you do must reflect this. From image (logo),  to identity packages (i.e. letterhead, envelopes, business cards and all printed collateral material), to web design, to content, to customer service,  to customer experience, overall strategy, and, most important, your marketing message. Branding is an ongoing process and there are many phases of the brand process.  I am guessing you might be asking about the time it takes to create brand identity (this includes logo, identity package, website etc).  Often people think that a logo is the company brand and […]

Q: “What is your #1 secret to planning and what strategy would I use? I am a certified professional reflexologist and I want to know how to attract more on line sales and build my list my size” asks Caroline Lawrence. A: There are no secrets when it comes to planning but there are proven methods that get results.  I start with my BIG vision and then reverse engineer my most powerful solutions into profitable revenue streams. Each revenue streams should have its own plan and strategy. Often you’ll need to use both online and offline marketing techniques to reach your goals. My clients find my custom Content Strategy Plan helpful in gaining laser clarity about what will work best for their business. In regards to your business, I’d map out all of your products and services. From there […]