How-to guides, worksheets, and strategies and tactics to help you map out your marketing. Plus the odd philosophical musing on the digital world.

If you don’t make it easy for your prospects to understand how your solution can solve their problem, you won’t even make the long list. In fact, Hinge Marketing found in a recent study of professional services firms that  “87% of buyers will actually rule out a service provider before even talking with them.” How…MORE >

More isn’t always better. One case in point: the effort you put into creating content for your content marketing programs. I’m not suggesting that you slack off and publish second-rate content. I’m suggesting that a little strategic thought can reduce the effort required to produce really great content. Kind of like taking the time to…MORE >

Today, I’m sharing the article from our February email newsletter. If you’d like to subscribe to our monthly newsletter, please use the simple form at the bottom of this page. Your email address is all we ask for and return you’ll receive untold riches. (In the form of really great digital marketing insights each month.)…MORE >

No, that’s not a typo; it’s a change in emphasis. There’s no way not to put your business first in the B2B equation – your business is selling to the prospect’s business. So, while we can’t switch order of the Bs –who’d notice anyway – we can draw attention to the fact that b2B marketing should…MORE >

For many years, my wife worked in magazine production. 18 years later, it’s still impossible to read a magazine with (or near) her without her offering a running commentary on paper quality, color registration, and many other details I simply don’t understand. So I get that as a web professional, I may notice details on…MORE >

This past fall, I was invited to speak at WordCamp NYC, a gathering of WordPress tech geeks and business owners / marketers who use WordPress as part of their business marketing. In my presentation, The Power of Planning: How Site Maps, Wireframes, and Functional Specs Will Make Your WordPress Projects More Effective and More Efficient,…MORE >

One of the things I’m most fond of saying (besides, “Why, yes. I’d love another drink.”) is this: Your prospects don’t care about you. Your prospects don’t even care about what you do. Your prospects care about what you can do for them. There are a lot of ways that ignoring this truth can hurt…MORE >

Over the past 9 or 10 months, I’ve adapted for different audiences a presentation about the value of good planning for website development projects. As it has evolved, I realize that what had started out as a comprehensive “How to” guide for planning successful website projects has added a significant “Why” component, as well. And…MORE >

Big data is not the answer, no matter whether you’re a big business or small. Big ideas from big business is what can create an impact on your bottom line. Unfortunately, one doesn’t always lead directly to the other. Data on its own isn’t necessarily worth a whole lot. All the proof you need is…MORE >