What stories can you tell? People love stories because they can relate to them. A concise, results-focused story will enable you to emotionally connect with your prospect, and define your value proposition at the same time.
The concept of content marketing is nothing new, but the forms of delivery have changed. While marketers tout the use of digital distribution because it is cost-effective, marketers can also benefit from personalized, in-person delivery.
Not long ago I was having a conversation with Jan and Steve, a married couple who were starting a subscription-based consulting service. This service (and for the sake of confidentiality I am not going to elaborate) was addressing a highly compelling need in the marketplace. Their professional backgrounds compliment each other and together they have […]
Back in the days before broadband internet (when we were all on dial-up), I was the creative director for Goettler Associates, a capital campaign consulting firm that continues to thrive today. Before I had started my job there, the firm knew the importance of content marketing, by publishing The Goettler Series, a line of printed […]
One of the biggest challenges we all face in marketing and sales is capturing market share. In this case, especially in highly competitive industries, we often see the existing market as set and limited. Thus, we often struggle to go after a bigger slice of an existing pie.
Becoming part of the landscape is more than about just being visible. It is about being visible in the right context.