Each January I deliver marketing seminars at MIT, my alma mater. The attendees are undergrads, grads, business school students, alumni, teachers and other members of the MIT community.
This year, together with my podcast partner Kenny Goodman, we crafted a very special all-new seminar to address the burning marketing questions that we hear over and over again from new company founders.
These aren’t scholarly questions that get theoretically analyzed in MIT textbooks. These are practical nuts and bolts questions about how to get real marketing to really work – questions that can only be answered from experience. I’ve mentored over 50 MIT startups, and Kenny, who has built and sold 3 startups, has experience in spades.
So we put together a straight-to-the-point strategic + tactical 90-minute seminar:
I don’t make New Year’s resolutions. No, I’m not a humbug — I just don’t think that successful goals are built upon an arbitrary calendar date.
But I do set goals. Lots of ‘em. 5-year goals, yearly goals, monthly goals… which then break down into weekly and daily tasks. This goal process is based on a truly spectacular book that I gush about regularly: “The One Thing” by Gary Keller.
And so I thought I had this whole goal thing figured out… until I read an article this month by James Clear over at Entrepreneur magazine that made me realize that my focus on goals has been misplaced:
Say what??? How could there be a “this” that is more important than goals? But there is. There really is. The magic “this” is…Read More
It’s a safe bet that you’ve requested a whole bunch of lead magnets recently, even if you didn’t know it.
What’s a “lead magnet,” you say?
A lead magnet is a valuable piece of content that a business offers in exchange for your email address.
It’s that simple.
A lead magnet could be a special report (like my current lead magnet), a white paper, a tool kit, a cheat sheet, a presentation, a video, a podcast, a coupon, or anything else that your ideal prospects would perceive as valuable.
And that’s the key, because the purpose of a lead magnet is to allow you to collect email addresses from your ideal prospects when they’re not yet ready to take a bigger step with you.Read More
Do you want your business website to show up in Google search results? Then you’ve probably struggled with how to best achieve that – with SEO, PPC, or a mix of both?
And you’ve likely spent time reading various opinions online, only to come away even more confused.
In this post I’ll help you determine the right answer for your business objectives. And I’ve included a handy downloadable flowchart at the end of the post to make it even easier.
You understand the value of specialization. You get why heart surgeons earn 10x more than family doctors.
Yet, as a professional or business owner, you are afraid to specialize.
You are afraid to GO NICHE!
You fear that by focusing on a narrow market you will miss a mountain of potential business.
But the exact opposite is true.
When you specialize, your business becomes vastly easier. By focusing all of your energy into one clear high-value area, you can find and attract your ideal clients quickly and effortlessly.
If you run a successful small business, then you already know you can’t do everything yourself.
Why do you hire outside experts for accounting, insurance and legal issues? Because it’s more profitable (and more fun) for you to stay focused on your core business.
And so the day comes to hire online marketing help, too.
You can hire a professional to manage all that for you (like this guy). Or you can hire and manage a group of freelancers yourself.Read More
I recently wrote the upbeat “3 Big Reasons to Love Google AdWords“. Well, this post is his depressed little brother.
If you run your own Google AdWords campaign, it’s likely that you’ll sometimes find yourself in the haters’ camp.
Let’s see why.Read More