Articles

home office, laptop, notebook

How I Became Focused By Focusing (On A Niche)

October 9, 2020

Earlier today, I was interviewed for a virtual event on copywriting in the health space. One of the questions was about my ADHD, how it influenced me, and what others can learn, especially if they’re new and just starting out.

The interviewer’s reasoning was that many people in the copywriting business have a hard time getting traction. They not only have a hard time finding clients, they also struggle, make excuses, procrastinate, and so on.

As he said: “You have ADHD. How did you overcome it when so many aspiring copywriters without ADHD are struggling?”

My answer delved into my start as a young marketer, where I told him that I decided to focus on two things: copywriting and doctors (specifically, plastic surgeons).…

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google, search engine, browser

What Google Wants With Your Money Or Your Life

October 9, 2020

As a professional, your content is your beacon. It’s your magnet. It’s what gets people to notice you; it gets them to learn more about you; and it gets them interested in you, in what you have to say, and in what you do.

But your content alone is not enough.

Google, in an attempt to curb spammers and dubious content, updated its database in August of 2018 with an algorithm that both awarded good content providers and penalized poor ones.

Called “EAT,” which is an acronym for Expertise, Authoritativeness, and Trustworthiness, the update focused on the three pillars upon which Google evaluates a piece of content, and the content's validity and veracity.…

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My Top 10 Favorite Email Newsletters

October 6, 2020

I'm a news junkie, particularly business and marketing news.

After my email about email (specifically, about why I prefer email as my source of information), a subscriber asked me about what newsletters do I read.

I mentioned that I'm subscribed to about 80-100 email newsletters, many of which are in my industry (marketing and digital marketing). I'm sure you're subscribed to newsletters in your profession or industry, too. But here are my top 10, and some you might be interested in.

1. Understandably

Bill Murphy Jr., the former editor at Inc.com, writes a daily email that offers some great advice and insights into the world of business. Each email comes with a list of “worthy reads;” links to other articles he thinks are interesting.…

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network, social, social network

How I Started Marketing Myself

October 6, 2020

One of the things I do on social media, which is something I also recommend other professionals to do, is to be active. You don't need to be there 24/7, and you certainly don't need to be on every network, either.

Just be active on the ones that matter.

Be where your audience, your ideal client, is hanging out. LinkedIn and LinkedIn Groups are my favourites, followed by Facebook Groups. (Other than paid ads, Facebook itself is not targeted enough for my taste.)

Groups are terrific because they're usually centered around a topic, theme, or industry. By responding to a person's question that happens to fall in your audience or realm of expertise, your answer will get noticed, perhaps liked, replied to, or even shared.…

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frozen bubble, soap bubble, frozen

Don’t Be Transparent, Be Authentic Instead

October 4, 2020

Some people tend to tweet, blog, post, and status-update their little hearts out. Be it on Twitter, Facebook, LinkedIn, Instagram, their own blog, or whatever. They say it's all about being “transparent,” and transparency is good.

But I think we need to be careful.

Transparency may seem trendy. It may seem noble or humble. But it's not necessarily wise. While we may be opening ourselves up for the world to see, we may be opening ourselves up a world of trouble, too.

In the mid-2000s and with the rise of social media, everybody and their dog seemed to be blurting out everything about everything.…

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Beacons, Barriers, And Blindspots, Oh My! -

Beacons, Barriers, And Blindspots, Oh My!

October 2, 2020

When it comes to improving the productivity and performance of a client's lead generation efforts, there are three general areas that I tend to focus on.

I call them the “three Bs” of lead generation. They are:

  1. beacons,
  2. barriers, and
  3. blindspots.

First, this assumes that the marketing and messaging are correct and aligned. It doesn't make sense to drive leads when the market or message is wrong. It's like trying to fix a car when you're still going down the wrong road or towards the wrong destination.

Ensuring that you have the right audience, appeal, offer, etc. is a priority. Offering the right solution to the right market with the right message that's solving the right problem will increase your chances of success before you start.…

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contact us, contact, email

The Reason I Prefer Email As My Information Source

October 1, 2020

When it comes to getting the information (such as news or articles to read) I need, I prefer emails. Not blogs, feeds, social media, or apps. I like email because it helps me manage my time better.

For one, I get thousands of emails each week. I can sort my inbox, save emails, or snooze them to read or action later. I use Spark as my email app. It can also schedule emails, set reminders, follow threads, and offer quick “one-word” replies. Something I really like with Spark.

Gmail, which I've used for a long time, does most of the same things.…

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How I Structure My Work, Which You Can Model -

How I Structure My Work, Which You Can Model

September 30, 2020

Great question from a subscriber today about how I price and structure my work. While I have my pricing laid out on my consulting page, here's the way I structure my work — and how you might want to do something similar, too.

First, like any sound professional, you should never prescribe before you diagnose. Unless your client clearly knows what they need (which is very rare), it's always better to learn about what to fix and why, before you attempt to fix whatever seems to be broken.

By “what,” I mean identifying the real problem.

The reason this is critical is that a problem may be symptomatic of a different or an even greater issue.…

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A Simple 3-Step Approach To Review And Reputation Management -

A Simple 3-Step Approach To Review And Reputation Management

September 30, 2020

A growing service among marketing consultants and agencies is something called “Reputation Management.” Some of them are even entirely devoted to this singular, specialized service.

The reason for its popularity is, in addition to improving their local SEO, many businesses are looking to improve their ratings, reviews, and overall reputation.

According to a recent study, 88% of consumers trust reviews when making a purchasing decision. Also, by increasing your ratings and the replies to reviews, you can increase your clickthrough rate by 57% and your conversion rate by as much as 25%.

Reviews are not only a trust indicator but also a ranking factor.…

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There's No Such Thing As A Unique Selling Proposition? -

There’s No Such Thing As A Unique Selling Proposition?

September 27, 2020

The other day, I received an email from someone I follow. She’s well-known in her niche and teaches marketing for a very specific type of professional. I don’t want to mention the industry, because if I do you will probably know who she is.

She said that you do not need a USP, a unique selling proposition. She alluded to the idea that it’s a term that's hyped up, overused, and not applicable to professional services firms (e.g., lawyers, accountants, financial advisors, etc).

In fact, she says it’s nearly impossible to have a truly unique selling proposition, and that a tiny percentage of firms (less than 1%) can claim a real USP.…

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