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"Begin nurturing and converting leads into valued customers, using values-based marketing strategies, to see greater return on investment and to grow greater relationships with your customers."

- The Elements of an Effective Cause Marketing Campaign, Harvard Business Review

"Validate them. 'I see you. I hear you. And what you say matters to me.' "  - Oprah Winfrey.

You are in the business of changing lives.

In today’s world, the degree to which you attract, retain and convert the atte…

One of the current activities of a mindset mastermind group I’m in is a February clean-out. Members are giving away and decluttering all month long.

I get to sit that one out, because I downsized 5 years ago to just what would fit in my car. Later I even sold the car to a Buddhist monastery in Northern California. (true story). 

Going through closets can take a long time. The conventional wisdom is to dump it all out on your bed and go through it one by one. This is bad advice. 

What I sugge…

I know you are all familiar with the idea of a customer journey; similar to any relationship, you have to attract and engage with people to get to know them. This is also often called a marketing funnel. 

If you do video, all videos are not created equal. What works in the “getting to know you” phase - the middle of the funnel does not usually work in the “I want to know you”  phase - top of the funnel - TOFU.

Let's talk about the TOFU part, because kind of like the first two weeks of going ve…

OK this is big so lets dive in. If you are a coach, consultant or building a thought leader personal brand, this is for you.

TIP 1: STOP FOCUSING ON “DEFINING YOUR NICHE”.

You have heard that “the riches are in the niches”. So frustrating, right? Especially because many of the coaches that say that are not very niched!

Anyway, this is what happens:

We get caught up in our niching. We download an Avatar worksheet. Maybe we print it out.

When we are uncertain, we stop sharing how we are diffe…

Just a few years ago, it was possible to work your whole life and not really think much about your "personal brand". Professional imagery consisted of a posed head shot and a business card. 

Today, with the advent of social media, we have the opportunity, and in some cases, the mandate, really, to craft a strategy for our personal brand. 

This makes many people uncomfortable. I have seen negative reactions that personal branding is "icky" or "gross" or egotistical. 

Yes, it can be all o…

Walk a Mile In Their Shoes

As marketers and content creators, it's good practice to step away from the desk once in awhile and take a mental walk in the "real world" of the people we are here to serve. How is it going for them out there? 

It is no surprise that since March in the US, time spent on social media has increased. This chart from a June post on Statista shows just how much. 

It will take years for in-person meetings and business travel to return to pre-Covid levels, if it ever …

So today we're talking about video as the ultimate shortcut.

And what do I mean by that?

Well, there's several ways that could be the case, but here's an example.

I have a colleague and she's a super talented headshot photographer working with people for their personal branding.

She provides a really premium experience, which includes hair and makeup.Her manner of doing things and the way that her studio is set up - all is primed for the ultimate client experience in getting their head…

Have you ever woken up with a YES hangover - you said yes to an activity, an event, a relationship, a job or business that sounded SO great at the time...

To realize that you are just not feeling it, out of energy, with no end in sight, wondering what happened?

Russell Brunson tells a story about waking up one day, knowing the company he was building (before he co-founded Clickfunnels), was taking off like wildfire, yet he didn’t want to get out of bed. Why? Because he had built a company with…