(Semi) weekly insights from us about…

expertise-driven marketing principles, strategies, and examples.

  • Insights extracted from our research and work within the niche-expertise-driven consulting market.
  • Breakdowns and analysis of noteworthy lead generation approaches we find interesting, effective, and worthy of study.
  • Thoughts on the intersection of positioning, marketing strategy, and copywriting for experts with services that require nuance to explain.
Our most recent emails
email marketing content marketing trend 2

Email marketing vs. Content marketing

The last week or so I noticed something… “People” (a.k.a. me) tend to get lax with marketing lingo. In particular, I have the habit of using “email marketing” and “content marketing” interchangeably. Question: Is this a problem?  Does this mean I …

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lean manufacturing consultant larry

Larry the lean manufacturing consultant

Larry is a lean manufacturing consultant. And his firm helps overwhelmed production facilities get their throughput “un-stuck” through careful application of lean principles. This year, Larry decides his firm is going to make a big push in Q1 to book …

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you aware worth it opportunity cost

Is “You Aware” worth it?

Last week, following our exploration of Buyer Awareness (and how it creates the context for how we should communicate with our prospects), list member Bob Lalasz tossed back an excellent clarifying question: “The Lead Cookie graphic shows that most of …

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anything not everything focus image

I can do anything, but not everything

This is one of the most frustratingly accurate images I’ve ever come across. And it comes compliments of one of the most frustratingly accurate books I’ve ever come across: Essentialism, by Greg McKeown. (Minor Note: He uses the term “Energy.” …

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What is thought leadership?

Last week I had a few interactions that made me realize this “thought leader” idea we’ve so assumedly tossed out there in our positioning statement may not click into place as cleanly as I’d like. On first pass, it seems …

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email teardown chris winfield hook

Email Teardown: Chris Winfield uses context to captivate my attention

Today we’re following up yesterday’s “context first” principle with a teardown of an email that illustrates this idea beautifully. And while I’m at it, let’s go ahead and give this exercise a name: Email Teardown Thursday: Chris Winfield uses context …

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context first wordsmith image

Principle: Context first

Just to recap, this week we’re talking about context. On Monday I introduced the idea that email isn’t just for marketing, but can help you achieve objectives in all 5 Parts of Every Business. Yesterday, we ventured down the “buyer …

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buyer awareness lead cookie breakdown

Buyer awareness (and why most people give up on “content”)

I’m not generally a fan of marketing terminology. In fact, saying the word “conversion” still makes me feel a bit like the kid in middle school with the spiked hair and frosted tips… Something that you do that’s kinda cool …

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Email isn’t just for “Marketing”

“Marketing is the art and science of finding prospects – people who are actively interested in what you have to offer.” ~ Josh Kaufman, The Personal MBA That book changed my life. Not because it introduced any sort of ground-breaking …

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sales pipeline hangups dodo birds

Question: Where do your sales prospects get hung up?

Question of the week: Where do new prospects get “hung up” in your sales pipeline? I do have a hidden agenda with this that will be revealed momentarily… but it’s also a great exercise in prioritization. If you’re anything like …

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write like a real person ramit intro

Principle: Write like a real person

Speaking of first principles, let’s dig into one. Principle: Write like a real person. One unfortunate side effect of looking to examples of “good” email campaigns, or searching for copywriting tips as you’re putting together something to send off to …

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email first principles feature image

Email from first principles

There’s something that Elon Musk likes to say that has fascinated me ever since I first heard it: “I tend to approach things from a physics framework. And physics teaches you to reason from first principles rather than by analogy. …

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email marketer image 1

You’re already an email marketer

Email marketing isn’t really something you can decide NOT to do. I threw this line out there yesterday. Now it’s time to explain. Let’s take a step back and walk through an example. — You have a long-standing client. One …

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google analytics conversion report

The case for email

I sold you on subscribing to this list… With the promise of delivering email marketing strategy and tactics that are specifically “tuned” to businesses like yours. Things like… Frameworks you can use to turn “drive-by” website visitors into long-term lead-producing …

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