BE the Rabbit Hole

You know when you’ve been online for a while – scrolling, reading, tapping – and then realize the time? We may feel good (because we learned something), bad (because something pushed a hot button), or indifferent (what level on HayDay?). Regardless, we still think of … Keep reading…

How to Deliver Valuable Content

If you’ve struggled with success when it comes to blogging, newsletters or even social media, it may be because you’re missing the essential ingredient – value. There are many things you can do right or wrong but, if you aren’t giving value, the rest won’t … Keep reading…

Loyalty isn’t Instant

Jessie Toope

I’ve been keeping an eye on our blog because I know I’m approaching 250 articles and I want to celebrate that milestone. I’ve been feeling pretty good about that. Four years of consistent blogging is an accomplishment, don’t you think? Now, here’s some perspective. I … Keep reading…

Perceptions of Value

Someone recently asked me if a newsletter is still a good marketing tool for small business. After all, we’re inundated with newsletters and stuff that people call newsletters. The person who asked me this has been actively unsubscribing from newsletters to reduce her inbox noise. … Keep reading…

Content Strategies: Curating vs. Creating

library

I read a great article recently called Content Curation vs. Content Creation: Finding the Right Combination which discusses the goals of these two different strategies. I’ll summarize a little here. Curating content is all about becoming a trustworthy, reliable resource of high-quality, cutting-edge information that … Keep reading…

Don’t Dilute Your Message

Let’s say you own a business that sells services to the general public. And, because you are so good at what you do, you also sell different services to other businesses in your industry. This is a common scenario for successful small businesses. You want to start an enewsletter – let’s … Keep reading…

It Doesn’t Have to be About You

Let’s face it: some businesses are in a better position to provide valuable information through newsletters (blogs, social media) than others. Take our own newsletter as an example. We could easily publish a newsletter about publishing newsletters. (Stay with me here.) It would have lots of tips … Keep reading…

Your Goals Shape Your Content

You may have several goals you want to achieve by way of your newsletter (substitute website, blog and/or social media as it applies to you). Probably you want to increase sales. Here are some other possible related goals: ‘Touching’ your customers, prospects and colleagues on a … Keep reading…

Content that Builds Trust

Different types of marketing content will achieve different things. You can educate and inform, build trust, establish your expertise, expand your community, and generate sales. Building trust is one strategy that is appropriate for just about any type of organization or independent professional. It can … Keep reading…

How Much is Too Much?

Equally important, how much is too little? Too much and too little can both be bad when it comes to email marketing. People ask me how often they should send out their newsletter and I always answer the same thing – as often as you can bring value … Keep reading…