Today we’re talking about tripwires. What are they? Why do we use them? How do we use them well? I'll explain it all on this episode.

Today we’re talking about launch content. What is it? What isn’t it? How do we do it well? I'll explain it all on this episode.

Everybody talks about "cold traffic" and "warm traffic", but what do they even MEAN? What's the difference? Where do these people come from? What about ads and social media? And what do we do with this information? In today's episode, I'll explain it all.

Today we’re tackling the third in our “three ways to make it easier for your prospects to take action” series – we’re talking about objection reversal. If you haven’t heard them already, also check out the previous two episodes, on scarcity and urgency. Ok? Ok. Let's take it from the top.

In a recent episode we discussed AIDA, the four stages a prospect goes through from “who are you?” to “here’s my Visa”. We said that the action phase is trickiest because, well, getting people off their asses can be tricky. We mentioned three traditional approaches to spurring action, and those were scarcity, urgency, and objection reversal. In our last episode, we tackled scarcity, and there were kittens. Today, urgency. No kittens, but I do have blueberries.  Let’s take it from the top.

In our most recent episode we discussed AIDA, the four stages a prospect goes through from “who are you?” to “here’s my Visa”. In it, I said that the last phase - action - is usually the one business owners find the most challenging because people are inert, and getting them off their asses can be tricky. We said that there were three traditional approaches to spurring action, and those were scarcity, urgency, and objection reversal. Over the next few episodes we’re going to cover each of...

You might have heard of AIDA, but like all marketing acronyms, we can be pretty hazy on the details, and how it all applies to, well, us. In today’s episode, I’ll explain this important framework for your customer or client’s journey. What are the stages? What do they look like? How does it apply to your business? All this, and more, will be revealed. Give me 10 minutes, and I’ll explain… AIDA. Just click play, and I'll meet you there.

Every time you turn around, somebody’s offering “early bird pricing”. It’s ubiquitous. But is it necessary? Is it good? Are there downsides? (No, sometimes, and yes, respectively.) What actually IS early bird pricing, and is it a good idea for your next promotion? In today’s episode, I’ll explain the upsides and the downsides, and I’ll give an easy to use protocol to decide if early bird pricing is right for you, your business, your launch, or your event. Give me 10 minutes, and I’ll explain…...

Everybody talks about “welcome sequences” (and "nurturing sequences"... and "autoresponders"... and, and, and...) but the details are sometimes a mystery. In today’s episode, I’ll explain what welcome sequences are, where they came from, and how to make one effectively. How long should they be? Can you sell? Should you sell? What the hell do we even put in these things? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… welcome sequences. Just click play,...

Everybody talks about “copy” and everybody talks about "content", but what do those terms actually mean? In today’s episode, I’ll explain what copy is, what content is, and where the difference matters. Where does copy go? Where does content go? Can something be copy and content at the same time? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… copy vs. content. Just click play, and I’ll meet you there.

Everybody talks about “newsjacking”, but what does that actually MEAN? In today’s episode, I’ll explain what newsjacking is, three ways to do it, and and four tips for getting it right.  How soon do you have to run your pieces? What qualifies as news? Does size matter? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… newsjacking. Just click play, and I’ll meet you there.

Everybody talks about “calls to action”, but what does that actually MEAN? In today’s episode, I’ll explain what a call to action is, what it includes, and debunk three big myths making things harder for everybody. Do you always need a call to action? How many are you allowed to have? And what does Braveheart have to do with this? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… calls to action. Just click play, and I’ll meet you there.

Everybody talks about “conversion”, but what does it actually MEAN? In today’s episode, I’ll explain conversion, conversion rates, and whether or not you, in your business, even need to care.  How do we measure conversion? DO we even measure conversion? Should we be measuring anything else? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… conversion. Just click play, and I’ll meet you there.

Everybody talks about your “marketing strategy”, but what does it actually MEAN? In today’s episode, I’ll tell you what a marketing strategy is, how it relates to your business goals, and most importantly, how we come up with them.  Are marketing strategies different from other strategies? How do we get to the Royal York Hotel? And what should you do if you’re REALLY confused. All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… your marketing strategy. Just...

Everybody talks about your “offer”, but what does it actually MEAN? In today’s episode, I explain the difference between a product or service and an offer, and the three potential components of an offer - deliverable, price, and timing.  What do you look at if your offer’s not converting? How do you increase perceived value when you’re offering intangibles? And what can you get for 20 bushels of grain and three goats? All this, and more, will be revealed. Give me less than 10 minutes, and...

Everybody talks about your “target customer”, but what does it actually MEAN? In today’s episode, I’ll tell you what you need to know about ideal clients, most likely buyers, and who to focus on so you don’t exhaust yourself searching for both. Why would you try to search for anyone OTHER than ideal clients and the most likely buyers? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… your target customer. Just click play, and I’ll meet you there.

Everybody talks about your “USP”, but what does it actually MEAN? In today’s episode, I’ll tell you what you need to know about why we even have this term, whether or not you need to have one, and a brief foray into toothpaste that fits into your purse. What is a USP, and do you, personally, need one? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… your USP. Just click play, and I’ll meet you there.

Everybody talks about your “brand”, but what does it actually MEAN? In today’s episode, I’ll tell you what you need to know about brand elements, brand attributes, and perhaps most importantly, Old MacNamara’s cow. What does Old MacNamara’s cow have to do with anything? All this, and more, will be revealed. Give me less than 10 minutes, and I’ll explain… your brand. Just click play, and I’ll meet you there.