A collection of marketing content and resources to accelerate your strategies, storytelling and tactics.
15-minute interviews with marketers and entrepreneurs about successes, failures, and lessons they have learned.
My book, Marketing Spark, that features worksheets and tools for entrepreneurs to embrace story-driven marketing.
Opinion and insight about marketing trends, strategies and tactical approaches and tools to do marketing better.
A free five-part video course on how to deliver a kick-ass answer to “What do you do?”. Impress people, don’t bore them.
A collection of presentations on Slideshare about brand storytelling, positioning, buyer personas, and content marketing.
Content published on LinkedIn on a variety of marketing topics. Each post is 150 to 200 words so they’re quick reads.
How I Work (my five-step approach)
Focus on the customer, product and marketplace
A key part of marketing success is having a strong grasp on a customer’s needs, goals and interests, and how they make buying decisions. You also want insight into what rivals are doing.
Establish your priorities
Driving marketing goals hinges on effectively doing things that deliver a return on investment and effort. This provides a well-defined roadmap for short and long-term needs.
Create an engaging story
Standing out from the crowd is driven by clearly articulated what you do, the value delivered by your products, and who’s being served. A compelling story and messaging establish the foundation for marketing success.
To connect with your audiences, you need content (aka stories) – Websites, videos, infographics, etc. – created by myself, or by a network of trusted suppliers (aka The Federation).
Develop a marketing plan
Who are the audiences for your stories and how do you connect them? As important, you need to align resources (people, time and money) with your tactical objectives, and be track your progress.