Jan 9, 2025

When you're a small, service-based business, you are selling yourself and your ideas. I call this marketing when the brand is YOU. 

Most service businesses brand with what we call the story archetypes. You can read more about story archetypes here at this link.

I've interviewed several Role Model archetypes. On this...

Jan 2, 2025

When you run a service business, you need clients...the right kind of clients. Clients you can work with. Clients who will be successful when they follow your instructions.

Your instructions might take the form of coaching. Or you might need to get clients to cooperate by filling out forms or simply delivering papers to...

Dec 19, 2024

Your story has a hero and a guide. Sometimes your story has cheerleaders and a villain.

But your story doesn’t have a wizard or fairy godmother or magician. And you probably know the reason: Your story doesn’t promise magic.

But sometimes clients expect magic and you have to correct them, This episode looks at 3...

Nov 28, 2024

What's the most difficult page to write on your website? Your About Page.

People don't like to write this page because they don't like to write about themselves. It feels like boasting.  It violates the rule: "The nail that stands out gets pounded down."

Your About Pag has to answer three questions:

1 - Why are you in...

Nov 21, 2024

Your most important story isn't about you. It's about how you work with clients to help them reach their goals. 

This is your success story. 

Your success story has 4 parts:  hero, crisis, solution, and outcome. We'll walk through examples of how these parts come together for a lead-generating success story.

You don't...