Being that I write ads and sales pages I always find myself
in a situation where I need to qualify my client’s position.

This happens a lot in the ‘relationship’ niche.

It can be very hard to position somebody as someone with
the answers when they don’t have a body of work or
proof (like degrees, awards, expert testimonials, etc)

You likely have had to (or will be) trying to convince people
to buy your thingy or service based upon your know-how.

A lot of niches can do this with screen shots and testimonials,
but a lot of others do not have these tools.

My favorite example of someone completely forcing his will
upon people to believe him is…  Read the rest of this entry

The Great Marketing Separator — Nonconformity

Today I am going to focus on those of you who have small businesses. When I was running my local service business I was afflicted with the disease of sameness…

I never focused on what made my company different, but yet I would always say ‘no other company is like mine’. The problem is we think one way and the marketplace thinks another.

This post is not about getting your message out there, this is about the truckloads of cash you may be screwing yourself out of…. because  Read the rest of this entry