Blog

Here's an archive of blog posts I've shared since 1999, including articles, interviews, books, and news. Topics include marketing, digital marketing, copywriting, communications, and business.

How To Zoomify Your Business For Profit 1

How To Zoomify Your Business For Profit

Back in the early 2000s, I wanted to deliver webinars. I was teaching marketing management and web design part-time at a local college. They used Citrix, and I fell in love with the idea of being able to share my desktop with students so they can learn remotely. Citrix was only available to institutions or enterprise-level […]

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The Biggest Marketing Error Professionals Make 2

The Biggest Marketing Error Professionals Make

One of my previous clients was a medical specialist. He was well known in his field. A well respected, recognized expert. His medical specialty had two primary groups of patients. With our two-tier Canadian healthcare system, many of his patients had services paid for by the government, and he also provided additional and ancillary services […]

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marketing, affiliates, digital marketing

SEO Comes Down to These Two Things

Today, I saw a quote from marketoonist Tom Fishburne that said: “The best marketing doesn't feel like marketing.” There's so much wisdom packed in that tiny statement. Marketing that feels like marketing means something's wrong. Marketing must focus on the client, not the product or service. It shouldn't feel like marketing to both the marketer and the marketed. Marketing is […]

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surgery, hospital, doctor

The 4 Benefits Of Being A Recognized Authority

Other than a few exceptions, a specialist will almost always be in greater demand than a generalist. They're able to command higher fees, too. You can specialize in what you do or with whom you do it for. After specializing for a certain period of time, and/or after deepening your skills and knowledge in your specialty, you are an expert. Perhaps a […]

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How To Give Your Expertise Meaning 3

How To Give Your Expertise Meaning

Why are people willing to pay so much money for celebrity memorabilia? Some of these relics sell for thousands if not millions of dollars. From Charles Mason's lock of hair to Justin Timberlake's half-eaten toast. From Marlon Brando's 1973 Oscar rejection letter for his role in The Godfather to the original 1983 Apple Macintosh computer prototype from Steve Wozniak. Some […]

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What's The Single, Greatest Marketing Skill? 4

What's The Single, Greatest Marketing Skill?

When I was young, I used to rollerskate a lot. Not inline skates or rollerblades, but the four-wheel kind you see at roller derbies. And I was actually quite good at it, too. You wouldn't be able to tell today, but I was born with a birth defect. As a hefty baby (born at almost 12 […]

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When Less Traffic Can Be A Good Thing 5

When Less Traffic Can Be A Good Thing

A friend of mine in the world of SEO complained this morning about his growing disenchantment with Google's hijacking of people's traffic. He's referring to Google displaying their content at the top of search results, which stops people from clicking through to their sites. These are called featured snippets. Things like recipes, answers to questions, bulleted lists, etc. The issue is, people […]

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number, digit, three

3 Major Benefits Of This Design

I love web design. I love the beauty of coordinated colors, arranged images, and symmetrical structures. It's more than a love of beauty but also in trying to communicate the correct meta-message for my specific market. Professional. Organized. Focused. In other words, I want to convey that my advice and expertise are professional, organized, and focused, too. […]

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waterfall, rainbow, spray

The 10 Commandments of Power Positioning

I wrote this booklet back in 1992. It was a way to promote myself in my early career as a marketing consultant but without having to “sell” or cold call anyone — two things I absolutely despised and still do. Since my clients, mostly doctors and other professionals, are limited in how they can market […]

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flame, fire, match

I've Rekindled With An Old Flame

I've been on Twitter since early 2008. I used to be quite active but stopped for three main reasons: It's noisy, it's cluttered, and it's limited. At one point, I followed over 60k. My feed was overwhelming. I was used to writing 1,000-3,000 word articles. Forcing myself to write in short spurts of only 120 […]

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Strategic marketing consultant Michel Fortin