Posts in Marketing
Fast or Slow, High or Low: An Exercise in Positioning Your Brand

Positioning is everything.

Raise your hand if you’ve heard the marketing gurus talk about “positioning” your brand and rushed to Google that mo’ fo’? Then surreptitiously fallen into a trance reading one boring, jargon-filled marketing article after another?

When I was first starting out my brand positioning was mostly unconscious. I thought it was essentially the same as picking a niche (something else I resisted FOREVAH). I ended up just kinda landing where I landed…unsure if that’s where I wanted (or needed) to be. My positioning was done by default and intuition instead of consciously with intention.

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Tips for Creating Your Most Powerful CTA

Next to your headline, I'm gonna argue that your CTA (aka Call to Action) is the most critical part of your page.


1.  EVERY page needs a CTA at the bottom.  You need to explicitly direct your reader where to go next.  Otherwise, we have what's referred to as a dead end page.  And you NEVER EVER want to have a dead end page.  You never want to leave the reader wondering what they're supposed to do next or where they're supposed to go or how they can work with your or how they can get in touch with you.  Because if it's too much work to figure it out (read: any work at all) they won't do it.  They'll leave and find someone who makes it easy to connect and work with them.


2.  Sales page will require more than one CTA.


3.  No one will click through if they are unsure what will happen next.  Therefore it's your job to make it crystal clear what action they're taking by clicking that link or button.  Pro tip: on sales pages, I LOVE to include an FAQ that literally asks "What happens next?" just for this reason.


The CTA has 2 parts.


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What Story Should Your Brand Be Telling?

Great marketing & great copywriting is about telling great stories.  Stories that draw people in, make 'em feel something and...inspire them to act.  That, in a nutshell, is everything we're trying to achieve.

But you can't bust out the good ole' "once upon a time" refrain.  And you might be looking at your brand archetypes still clueless as to which story you should be telling.

What's the most compelling narrative for your brand?  And how can archetypes help you figure it out?

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