Expert Marketing Consultant
This week, I read an article by another coach and copywriter about her recent ADHD diagnosis at age 45. It resonated deeply with me, so I decided that maybe I should write one of my own so that I can give my perspective. I was reluctant to write this article and discuss this openly, although I have …
Recently, a marketer’s tweet made a bold statement. He said he’s becoming more and more skeptical of the advice to sell benefits over features. Granted, he makes a couple of great points as to why this is: benefits lengthen copy unnecessarily, make it harder for the information to parse, and is more abstract. One copywriter agreed, “Don’t be …
In this episode of #AskMichel, I talk about a recent discovery call for my consulting services, which turned into a bit of a coaching session about how to start an online business (or add to an existing one). This client wanted to sell brand new products to an existing clientele but without knowing if that …
Ask Michel Episode 8 – Get Paid for Market Research Read More »
I consume copious amounts of caffeine. I drink Death Wish Coffee, which is 3x the amount of caffeine of regular coffee. My body is pretty desensitized to it. It actually calms me down and helps me focus. Perhaps it’s my ADHD, where my brain craves stimulation. But late last year, I started getting heartburn all the time. My …
In this new episode of #AskMichel, I discuss what I think about building backlinks. Yes, backlinks are important for SEO. They are an important ranking factor and a must-have your arsenal of digital marketing efforts. But as a professional who wants to drive targeted, qualified, easier-to-sell traffic to your website, begging people to link back to you seems …
Ask Michel Episode 7 – Build Credibility Through Backlinks Read More »
In this episode of #AskMichel, I talk about the power of implication over specification. When you make a claim, it’s suspect at best and boastful at worst. But when you imply that which you’re claiming, or imply something that can be interpreted as such through its #metamessage, then you have a far better chance to …
Ask Michel Episode 5 – Google’s “EAT” and How to Use it in Positioning Read More »
In this episode of #AskMichel, I discuss a bit more about meta-messages and the power that they have to help or hurt you. I talk about something I call a UPA, or an “unconscious paralleled assumption,” which is the fact that people unconsciously assume there’s a parallel between a part and its whole. It’s the …
Ask Michel Episode 4 – Meta-Messages, UPAs, UX, Oh My! Read More »
In this episode of #AskMichel, I discuss a bit more about meta-messages and the power that they have to help or hurt you. I talk about something I call a UPA, or an “unconscious paralleled assumption,” which is the fact that people unconsciously assume there’s a parallel between a part and its whole. It’s the …
Ask Michel Episode 3 – What’s Your Meta-Message Saying? Read More »
In this episode of #AskMichel, I talk about the stage of awareness that your market happens to be, and how to shift your marketing, copywriting, and digital marketing campaigns to match it. In it, I talk about my OATH formula. The goal is to first identify what stage your market happens to be, next is …
Ask Michel Episode 2 – What Stage of Awareness is Your Market At? Read More »
In this first episode of #AskMichel, I tackle the question that many professionals (e.g., doctors, lawyers, etc) have with their marketing, which is: “How does one claim superiority over their peers without breaking any licensing rules or regulations?” Most professionals cannot claim superiority and are often stuck when they talk about a process, procedure, or …
Ask Michel Episode 1 – How to Claim Superiority? Read More »