One of the most important things I help my consulting clients with is understanding their numbers. We look at what the inputs were—things like number of activities, expenses, time spent, etc.—these are the things that go into their marketing. They’re the leading indicators. We then evaluate each month what the outputs–were. Number of followers, number …
What does a marketing strategist do?
Marketing strategists have an interesting job. We need to bridge the gaps between the business and the market—helping both sides get precisely what they want. Or, at least as close to it as possible. Meanwhile, we aren’t usually the ones doing the execution. We’re guiding it. Overseeing it. Remaining impartial to anything but the results. …
The real benefits of a well-defined process
Whether you know it or not, you have a process. Maybe your process is to wing it with each new client. Or, maybe you follow a rough process from memory with each new client. Or, if you’re really in the upper echelons of marketers, you have one written down and clearly-defined. There are plenty of …
5 ways to level up your strategic messaging skills
Clearly communicating the value of your products and services is essential to getting people to buy from you. This is what strategic messaging is all about. That’s why I invited Billy Broas to present on just this topic next week for members of my email list, the Mindshare Community, and any other marketing professionals who …
What does a marketing consultant even do?
One of the questions I get from clients and students alike is, “what do you even do if you don’t do execution work?” This is an important question. You will inevitably be asked some version of it. And when you do, you’ll want to have a response internalized. This is also important if you’re still …
Should you offer advisory clients unlimited access to you?
All of my recurring advisory services—whether consulting, private coaching, group coaching, or even memberships to Mindshare Pro—come with “unlimited” access to me for questions. Unlimited access might seen like a scary proposition. But does it really need to concern you? Personally, I don’t think so. Clients are also generally respectful of your time. But it still …
Nine tips for greater energy, output, and income
There’s a good chance you’ll run out of energy today before you run out of time to get everything done. And because of that, we need to manage our energy as or more closely than our time. The better you do that, the more successful you’ll be. So how do you manage your energy so …
Be sub-specific
In a sea of content, sometimes the best way to stand out is with sub-specific content. To give you some examples, here are some ways that I do that: Instead of writing for consultants, I write for marketing consultants. Instead of writing about marketing, I write about daily emails, or recurring systems, or leading indicators. Instead …
Loyalty, acquisition, programs, and campaigns
I stumbled upon an interesting Twitter thread yesterday that brought up a couple concepts worth sharing. I highly recommend you read the entire thread, but I’ll share my main takeaways below as well. 1 – A marketer said to me “you realize we’re trying to improve customer loyalty because it costs too much to acquire …
Your work gets easier as your prices go up
The longer you consult for a niche, the more streamlined your work will become. You processes will naturally become more refined and results will generally happen more easily. You’ll develop systems, tools, templates, and strategies that you can re-purpose and use in unique ways with each client. But your prices will go up. That’s because …