I build automated sales funnels that transform businesses

Content Goals. A two-by-two grid. Across the bottom: Awareness to Purchase. Up the side: Emotional to Rational.

• Rational, awareness: Educate
• Rational, purchase: Convince
• Emotional, awareness: Entertain
• Emotional, purchase: Inspire

Elevator Pitch (Done Right). A fill-in-the-blank template, with an example.

• For (target customer): mobile urban citizens
• who (customer need): do not own a car
• Service name: Car2Go
• is a (market category): car rental service
• in (location): North America
• that (one key benefit): offers per minute rentals.
• Unlike (competition): Hertz or Avis,
• the service (unique differentiator): offers versatile cars customers can use and leave anywhere.

Content Strategy sits where three circles overlap:

• User needs (what's desirable to the user)
• Business needs (what's important to you)
• Capabilities (what's possible)

Not everyone is your customer. A cartoon: three executives at a boardroom table, a slide on the wall showing a man and a woman, and one executive asking, "Who else can we target?"

Good marketing makes the company look smart. Great marketing makes the customer feel smart.

Find your niche (or go home).

• What is it that you enjoy or are passionate about? (This will come in handy when you'll need the extra boost)
• From the list above, can you determine a pain in the marketplace that you can solve for?
• Is this market evergreen or growing?
• Are these people actively looking for a solution?
• Are they willing to pay for the solution?
• What is the level of competition in this niche?

Marketing is a commitment, not a campaign.

Reasons for high bounce rate on your landing pages:

1. Slow page load times
2. Making visitors dig for what they came for
3. Sending the wrong people to your landing page
4. Not having a clear next step / CTA
5. Asking for way too much information
6. Pretending mobile devices don't exist
7. Providing low quality content
8. Bombarding visitors with intrusive "stuff"

SaaS Sales Models. A two-by-two grid. Up the side: Price. Across the bottom: Complexity.

• High price, low complexity: Transactional
• High price, high complexity: Enterprise
• Low price, low complexity: Self-Service
• Low price, high complexity: Where startups go to die!

From that corner, the arrows read: increase velocity, increase value, increase profit.

"So this SEO copywriter walks into a bar, grill, pub, public house, Irish bar, bartender, drinks, beer, wine, liquor"

SEO, split into on-page and off-page.

On-page:

• Title tags
• Keywords
• Silos
• Robots.txt
• Canonical URLs
• Site map
• 301/404 errors
• Site performance
• Content (relevant and updated)

Off-page:

• Search engine submission
• Directory submission
• Social bookmarking
• Article submission sites
• Blog/forum commenting
• Guest posting
• Social media/video marketing
• PR

Product vs positioning, drawn as two shirts.

• Product: 85% silk, short sleeves, UV protection
• Positioning: looks hot, protects your skin