At the core, marketing is communication and what customers or prospects what to hear and ultimately feel is, “‘these guys get me, this company understands my pain’. I write about marketing as it relates to the human experience and the interaction between messaging and the psyche. Great marketing starts with great product, the two are inseparable. You can’t market a crappy product to success and you can’t create believable messaging for a great product unless you have a well communicated understanding of the pain your customer feels.

Meet the student where they are

There is a saying, "meet the student where they are." In other words fully understand your student's capacity to learn. This can be challenging even when you are working one on one with someone and is extremely difficult when dealing with large…
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Getting to the must have experience

It doesn't matter if you are running a restaurant or selling SaaS, you need to determine what your customer's "must have experience" is. But, it's not always a piece of cake (mmmm cake….see how easy it is to get distracted from focusing on…

Four people I miss

I miss the guy who sold me my car in December 2012. He was nice enough to write me a follow up letter in January. Frankly it kind of felt like a form letter, but it was nice of him, after all he did sign it. I have not heard from him since. I…
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What the world needs is a dead mouse

What is the greatest pain your prospect or customer suffers? Is your product or service clearly dealing with this pain and is that clear in your marketing? What the world needs is a dead mouse, not a better mousetrap. A great value proposition…
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who cares?

Who cares that my gas company has two million customers?                   Next time you create new copy for a marketing message ask yourself, "who cares?" Next time you write an email…
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how to build trust.

  It's not that I am afraid he is going to steal my wallet. But I do not trust him. It's not that I am afraid he is going to talk about me with malice behind my back. But I do not trust him. In fact, it's that I do not have…
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The Peacock in the poison grove

There is an ancient Buddhist text that describes the peacock's ability to survive eating poisonous plants and even poisonous snakes. According to the text, the peacock neutralizes the poison, then uses it as a nutriment to create it's colourful…
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Who wins when I win?

When I sold Aware, my promotional product company, I was just months, if not weeks away from bankruptcy. Sales had evaporated and no matter how much we cut costs we just couldn't keep our head above water. The bank was breathing down my neck…
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when you shouldn't be good

So, a quick story.... I am at an amazing Mexican restaurant (Playa Cabana) in Toronto with my friend, Ben Baldwin and during a rant he says to me, "often, it's more important to be right than good." I'm like huh...it's more important to be…
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Are you hoping your customers will do something they are not motivated to do?

Last month I sat at my desk believing...praying...lighting a candle  in the hopes my customers would buy my product. After all, it is totally AWESOME. It does all kinds of fancy things and solves every problem in the world. Heck, it's FREE.…