The Daily Marketing Memo For Professionals
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Back in 2002, I wrote a book called Power Positioning. It was an expanded version based on my booklet, The 10 Commandments of Power Positioning, which I wrote back in 1992.
In it, I defined Power Positioning as a skillful blend of “the art of positioning” and “the science of direct response” because it has two goals:
- Attracting an abundant quantity of high-quality prospects, and
- Effectively converting those prospects into profitable relationships.
It stems from my artistic and analytical sides; those dueling parts of my brain that love the creative aspect of marketing as well as the logical one.
According to Trout and Ries who wrote the book on the subject, positioning (specifically, brand positioning) is to occupy a position in the market's mind above the competition.…Read More →
By communicating (and even branding) something you offer that's usually assumed in your industry or taken for granted by your target market, you will position yourself above the competition in their minds.
I call this “turning the assumed into the assured.”
In other words, you're turning a typically assumed product or service (or feature, process, add-on, whatever) into an assured one in the minds of people.
In this day and age where people have less time to shop around and compare things, they would rather skip the process or at least reduce the time and effort.
So if they had a referral, for example, they would choose it first or at least reduce their shopping time by looking at fewer alternatives because the referral implies that someone else has done the research for them.…Read More →
I play in a local murder mystery show. Last week, I caught up with my cohorts from the theater company for the first time in months.
Since early March when the pandemic forced all public venues to be closed, our weekly shows in Ottawa's Little Italy, which have been frequently sold out for years, came to a screeching halt.
That's when Peter Dillon, the owner, made the bold move to pivot to an online version of his popular show. This is not only a great example of a business that pivoted with the help of online video conferencing, but also one that seized a new opportunity that never existed before.…Read More →
Another SEO consultant reached out to me on LinkedIn. She asked me:
… Read More →
“My client is struggling during the pandemic. She is trying to decide if and determine how having the website developer she already engaged launch and build her WordPress WooCommerce site using the drag ‘n drop capabilities of Beaver Builder will impact her from an SEO standpoint.
“My experience as an SEO expert has been to-date that drag ‘n drop sites don't perform as well due to ‘bloated' or less-easily-indexed-by-Google code, but I get this would be kind of a hybrid site — one built in a strong CMS like WordPress, but employing Beaver Builder capabilities.
This morning, on one of my favorite podcasts about positioning for tech professionals, the host was interviewing a successful consultant and asked him how he managed to attract so much traffic with so little investment.
He said, “I don't care about SEO, I care about my audience.”
In fact, he gave only one “non-SEO” SEO tip. He said, “I simply look for questions people in my audience are asking, and I answer them. That's it.”
His answer was perfect.
The key to attracting higher levels of targeted traffic is to focus on your users, not Google. Even Google themselves have said so.…