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Jul 31, 2022

Thinking of starting or growing a blog? This episode breaks down the steps - which are not what most marketers will tell you. You'll save a lot of time (and enjoy a more successful blog) when you stop and ask just a few extra questions.

To discover your marketing archetype (which helps you create a blog consistent with...


Jul 21, 2022

Branding consultants and courses often try to learn from big-name consumer products , such as beer and cola drinks.  

Small service-based businesses run into trouble when they try to copy the big guys - like a petite female competing with big, muscular power lifters in a weight training class.

Big brands wear their...


Jul 10, 2022

Ellen Finkelstein uses email marketing to grow her list. She sends out emails every day - 7 days per week - and each email begins with a story from her own everyday life. 

Ellen is what I'd call a role model archetype.

That means her promise is, "I'm just like you. If I can do it, you can do it." She uses stories to...


Jun 13, 2022

Small businesses get the "too expensive!" objection all the time. In this episode we dive into the client stories that might drive these objections. 

Sometimes the clients don't "get" your value - but sometimes your offer conflicts with their story. I share some recommendations to help you deal with these objections...


Jun 5, 2022

Certain story templates are more effective when it comes to attracting more clients and generating more sales.

Is it because they create more intense conflict? 

The surprising answer is, "No."

In his book, Story Paradox, Author Jonathan Gottschall reveals a stunning fact: the higher the level of poetic justice on a TV...