Add a micro-learning product to your mix

man creating an online course

micro-lessons are a great alternative for audiences that are struggling with focus. And offering that tool for a price that works in the current economic climate is also sure to attract some eyeballs.

How’s your focus? If you’re like a lot of people you may be finding it much harder to concentrate than you did before the pandemic.

If you’ve been struggling to focus and be productive, there is good reason for it. The pandemic is stressful. And researchers have observed that the part of our brain involved in decision making, known as the prefrontal cortex, shrinks and becomes more disconnected from other brain areas in response to long-term stress.

If you want to dig a bit deeper into this subject, here’s the article in Nature.

It’s not about the Why. It’s about the How

But I’m not here to talk about the WHY. I want to talk about the HOW. Specifically how you can adapt your business to work in a “high stress – low focus” environment.

When everything first went sideways, I was really quick to adapt my own business from helping folks market their live speaking, training and consulting programs to converting those same programs into virtual experiences.

That meant creating courses using software like WP-Courseware.

Even then I knew from a user experience most people had no interest in sitting in front of a screen for 45 minutes as a disembodied voice took a deep dive into a very specific subject.

So I encouraged my clients to break things down into shorter 3-5 minute units within broader modules.

But this still followed the full-course format we’re all familiar with. You watch, you take notes, you make a plan to implement.

But remember what I said a few paragraphs ago? We are in a time of extreme stress and our brains aren’t firing on all cylinders. So our ability to focus is diminished.

I’m not immune. I signed up for a few courses on Udemy over the last few months and found myself easily distracted by Facebook, LinkedIn and Twitter. Sure the course was playing in the background – but I wasn’t really paying much attention.

So how can you reach the millions of people out there who are just like me? The people who are likely to be your customers? The people who really need your help?

Start thinking small

That’s something I put a lot of thought into. And the answer I came up with was literally right down the stairs from my office.

My wife owns her own fitness company here in Mississauga and she was also able to make a quick pivot to online services back at the beginning of the pandemic. That meant she was running her classes in our living room.

But in addition to running her classes, she created a 30 day challenge where participants were given a single task to complete each day for a month.

The idea hit me like a ton of bricks. What if I could do the same thing for my training? What if in addition to my full length online Do It Yourself Marketing Course, I also had a simplified 30 day challenge with simple action steps?

In essence a series of micro-lessons on marketing that anyone could complete?

Fortunately, the software I use on my site to deliver the full length programs also has a drip feature. So the next step was to map out the 30 days and record the short videos. Surely a daily email with a link to a video of 1-2 minutes is something anyone could follow.

Well when I launched my 30 Day Marketing Challenge I sold a bunch right away. Practical action items for less than a buck a day…what’s not to love?

Obviously, micro-lessons are a great alternative for audiences that are struggling with focus. And offering that tool for a price that works in the current economic climate is also sure to attract some eyeballs.

Last week I helped Ed Rigsbee launch a 30 day challenge based on his Sell Your Speaking to Associations Virtual Intensive. And again – it has sold really well. 30 days of action items is a simple formula that any trainer or consultant can develop and deploy quickly.

Before your get started

Here’s what you need to know to get started:

  • Determine what software you want to use. I use WP-Courseware. It has all the features I need and integrates nicely into any WordPress Site
  • Choose your topic and map out your 30 days. This is obviously easier if you already have some sort of training program. But it can also work if you don’t. If you have a sales training business, map out 30 days of tasks for sales people. If you are a leadership consultant – 30 actions around inspiring staff. You get the idea.
  • Record your first 5 days. What happens if nobody buys your program? This is always a possibility. When I put together my program, I recorded only 5 days worth of content. That way if the program was a bust I hadn’t wasted a lot of time on it.

So there you go, If you want to create a quick product based on your expertise that can resonate with your audience at a time when they need to improve their results – and are having more difficulty focusing for longer programs – micro learning experiences may be the way to go.

If you want help setting one of these up – send me a note. I’d love to talk to you.

8 steps any entrepreneur can take to better marketing

Detailed marketing plans are fantastic – only if you have the patience and knowledge to implement them.

But let’s face it. Most of us don’t have the patience, time or expertise to implement a complicated plan ourselves. Nor do most businesses have the budget – especially these days – to hire a agency to deliver much more than a basic report full of “to-dos” that we know in our hearts will never become “to-dones.”

So what is a small business owner to do? Well you can ignore your marketing and hope. That certainly is a strategy. But it’s not really a good one. 

Another road involves taking small steps that will move you incrementally towards more profitability. In other words “things you can do yourself.”

Whether you do it yourself or hire someone else to do it for you, here are eight to-dos you can check off your list that will help you meet your marketing goals – even during a pandemic. 

  1. Take a look at your site from the viewpoint of your ideal clients. What is it you’re offering them? What problem do they have that you solve? That’s the reason they are on your site in the first place and that’s the only reason they will ever hire you.
  2. Check your website analytics. If you have a website, you probably have Google Analytics installed. If you don’t do it now. But even if you do have Google Analytics installed – when was the last time you actually looked at them? Knowing how many people come to your site on a daily basis and where they are coming from is important. More important is knowing what content your visitors are looking at. So make it your goal to check your analytics at least once a week and start creating more of the type of content your visitors are actually interested in.  
  3. Add your phone number and email to your website. Too many businesses make it difficult for potential clients to do business with them. Your goal is to make your visitor experience as easy as possible. Are you more afraid of spam and sales calls than client calls? You shouldn’t be. And while you’re at it check the copyright on the site and make sure that it is up to date.
  4. Review your LinkedIn profile. This is a simple one. LinkedIn is simple to set up. So most of us do it and then never look at it again. Review your LinkedIn profile and make sure that it reflects the services and experiences you bring to the table today and not the ones that you put in back in 2013.
  5. Set up a Facebook Business page. This one is another no-brainer. I have a personal Facebook page that is for my actual friends and family. I don’t pollute it with anything about my business – other than if I write a book and want to brag. I have a business page for that. And if you don’t then you should. 
  6. Create a Google Business page. Local search is super important for every business. Google gives us all so much for free. And if you don’t take advantage of it, then you are making a huge mistake. Google My Business is a great way to optimize how your business appears on the world’s largest search engine. While you’re thinking about this, why not drop by mine and say something nice. 
  7. If a picture is worth a thousand words, a video must be worth exponentially more. Even if you are not a video editor you can create amazing shareable videos based on your content for EVERY social media platform. Just sign up for a free account and create videos using artificial intelligence and your very own blog posts.  based on the article you wrote.
  8. Record a short video for LinkedIn and tag connections. Even if you don’t have a blog post to turn into a video, I bet you have a thought or two about how you can help your clients. So flip your phone around and take a quick video that talks about a common problem your ideal clients might have and give three ways they can quickly take care of it. Then post that video file directly to your LinkedIn, Twitter and Facebook Business page.  Remember, we’re all busy. So don’t make it longer than 3 minutes.


What do you think? Are these 8 reasonable action steps you can take? Of course they are. If you want access to 30 days of action steps with videos and how-to, join my 30 Day Marketing Challenge. 

Weaponize Your Content for Sales Leverage your genius to build a more profitable training and consulting business

Is your website still pushing services that no longer have a market?

update your website to service clients during the pandemicTalking about the fast pace of change in the modern world had become a cliche. And I’m as guilty as the next marketing guy for overusing it. So much so that I’ve consciously tried to avoid the term for at least a few years. [EDITOR’S NOTE: A quick site search tells me you’re not very good at it]

But gee whiz! The last couple of months have impacted everyone’s business pretty darn quick!

Entire industries that have either vanished or collapsed since Covid-19 took over the world.

In fact I’m already having discussions with friends, colleagues and competitors about what we did in the “before time” and what we’re going to do in the future. The hard truth is that everyone needs to pivot and pivot quickly to the current situation. Those businesses that are just waiting for everything to “get back to normal” won’t survive. How can they? Zero revenue for 6, 12 or 18 months is not sustainable. Not when others are trying to figure out a way to actually service clients now.

Everything has changed

Nobody knows what the new normal is going to be. But whatever it is – it won’t be the same as it was last year. If you want to thrive in the future you need to be able to keep your head above water now. And that means experimenting with your services and adapting your delivery to whatever the market currently needs. AND THEN MAKING IT CLEAR ON YOUR WEBSITE.

My “before time” business model was helping consultants, speakers and trainers market themselves to get in front of the decision-makers who were most likely to hire them.

Obviously live in-person programs have been wiped from the menu. And with them went a lot of the reason people engaged me.

Like yourself, I had two choices. I could keep beating a dead horse and continue selling a service that no longer had a market or I could adapt.

I chose to adapt. And so should you.

In my case I already had an easy pivot in my back pocket. For the last two years I’ve been helping clients adapt their in-person training into online programs. It’s been a small but growing part of my business. At least it was. Remember when I said that businesses depending on live in-person programs had suddenly become dormant?

 The demand for virtual programs is only going to grow

Once I’d decided to focus on this part of my business the next job was to make sure my current, former and future clients knew this was something I did. I couldn’t simply wait for folks to find the page on my website – I needed to make it front and center.

The first thing I did was to change the homepage of my site to focus exclusively on my ability to help folks turn in-person programs into online experiences. Then I created a free online workshop to talk about how developing online programs was so important to content speakers and trainers AND how they can market it. Go ahead and watch the on-demand replay here.

Now ask yourself – is your website still marketing your “before time” business? Are you still pitching in-person programs to a planet filled with empty rooms?

The time to adapt is now

If I start zipping around to different speaking, training and consulting websites – most of them are still exactly as they were last month. They haven’t changed a word. But the market for these services has. And it will take years to get back to what it was – if it ever does.

If you are a service provider you need to articulate your value in the market as it is – not the market as it was before.

If your content was valuable before, it most likely continues to have value. But the way you deliver that value must change. You must not only adapt in the backend, you need to broadcast that you are open for business and ready to help your clients through this difficult period.

You have a choice. You can prepare for the future or dream about the past. Change your website copy to reflect what you can do for clients now. That will be the bridge to what your business will become when the pandemic recedes and the economy recovers.

Is coronavirus going to kill your live training business? Not if you do this.

cancelled training sessions because of coronavirusI’m not a doctor. And I don’t even watch them on TV. But as a small business owner I take the idea of a global pandemic very seriously – whether it involves zombies or coronavirus.

My business is primarily focused on helping speakers, trainers and consultants connect with, and convert, clients. For most of these folks live, in-person events are the bread and butter that pays for the bread and butter. 

So they are obviously very nervous as the fear factor escalates and the prospect of cancelled events not only seems more likely by the day – it’s actually becoming a reality.

Even Google cancelled it’s biggest event of the year because of the coronavirus bug.

Google isn’t the first and it certainly won’t be the last company or association to suspend or cancel events as nations try to get this virus under control.

So where does this leave small trainers, consultants and speakers whose businesses rely on getting people into a room together?

In a previous article I talked about the 4 reasons everyone should have an online course. I think it’s becoming increasingly evident that there is now a 5th reason – “fearbola.”

“Fearbola” was a term dreamed up in and used extensively by the media during the Ebola panic of 2014-2015. It is the fear of a pandemic. And it’s taking root again in 2020.

Defend yourself against fearbola. 

According to TechJury the e-learning market is projected to be worth $325 billion by 2025.

I’m no Nostradamus. But I’d take a bet that that number is on the low end considering the panic projected by businesses and governments when facing a virus that is nowhere near as deadly as actual ebola. 

Creating an online course or online training program inoculates your business from death by fearbola because it allows you to reach out to existing clients and offer them the same training you would otherwise deliver in person – remotely. 

That sets you apart. 

Another reason to develop these programs is because they are easy and inexpensive to set up and configure. 

I use a software from called WP-Courseware and recommend it all the time to clients. 

I love the idea that you can pay a licensing fee once and use it forever. 

It’s also super simple to create and run your courses for clients. If you know how to manage a wordpress website and record something on your phone or computer screen – then you are all set. 

Simply take the program you would otherwise deliver in-person and adapt it as an online presentation. You can keep the same structure, same handouts, same activities. 

And then you wrap everything up with a big ol’ Skype or Zoom call with the whole group.

Think about it. Not only have you cured the fearbola, you have saved yourself the hassle of presenting the same workshop a million different times. The only customization will be the big ol’ wrap up video conference. 

Has that got your mind racing? Are you revving to get started?

Well I’m about to throw a bit of gas on your inspirational fire. 

With WP-Courseware you can create unlimited courses. So there is nothing stopping you from creating a generic version of your training program that doesn’t require a final call or online live discussion. And you can even set it up so that students automatically become affiliates so they have a bit of skin in the game to help you promote it.

So if you are terrified that Covid-19 (coronavirus) is going to infect your business this year, there has never been a better time to move things online. And if you need any help – just let me know. 

Use online training programs to better leverage your genius

build online training programsA while back I wrote an article about why it’s so important to have online training programs as one of the legs supporting your business. It listed 4 reasons that were compelling then – and only make more sense now. After all technology has only improved in the last year and online programs are becoming more and more common. 

Remember a few years back when having a book was a key differentiator for thought leaders?

Well today everyone and their dog has a book. And thanks to the good folks at Amazon those books simultaneously appear in every marketplace on the planet as soon as they are published. 

So what’s a guy (or gal) to do if they want to stand out from the crowd?

Currently thought leaders offering online courses are still few and far between. But that’s going change. Soon. 

Here are a few stats to consider from TechJury:

  • The worldwide e-learning market is projected to be worth $325 Billion in 2025.
  • In 2017, approximately 77% of US corporations used online learning, but 98% planned to incorporate it in their program by 2020. 
  • In 2017, 67% of US companies offered learning opportunities via smartphones.
  • E-learning increases retention rates by 25% to 60%.

Consider the potential for your business if you create online training programs to compliment your other IP.

I was recently chatting to a leadership trainer about how an online course could work as a way to lock in more business from existing clients if she simply forked her half-day workshop into 5 30 minute modules and offered it as an onboarding tool.

One of the big problems with live in-person workshops is that employees are very mobile. And very often the people in the room when you deliver your program may not be there for long. So employee “churn” reduces the long term impact of your training.  

But if you were to create a simple onboarding tool – not only would you be able to increase your fee through a licensing arrangement – you would almost create an element of “vendor lock,” as you become the natural choice for all future workshops because everyone is already familiar with your program!!

When online courses first came about they were clunky, hard to manage and a pain in the butt to set up. But it’s not like that anymore. Tools like WP-CourseWare from allow you to pay a small one-time fee and start building right away using your own WordPress site. It even comes with its own shopping cart. 

My online training programs are not onboarding courses. They are marketing programs for consultants, trainers and professional speakers. So everyone who takes one is generally an entrepreneur or working with an entrepreneur in a marketing capacity. 

With my courses I’ve opted to configure them using WP-Courseware and Woocommerce. I did this because it allowed me to leverage some really cool free Woocommerce tools to create affiliate programs and automatically enroll anyone who signs up. This gives every one of my students a little “skin in the game.” And if they like the course, provides them with an incentive to share it out. 

It also allowed me to use a cart abandonment tool that sends out messages to people who drop out of the cart before completing the purchase. It’s all about the infrastructure and the process that runs under the hood. 

If you don’t have a course and you’d like to set one up fast I just released a program called “The Simple, Non-Techie, Guide to Building an Online Course.”  It’s a 40 minute crash course that will help you get up and running fast. If you have any questions about online courses – send me an email or book a call.

public workshop and seminar promotion businsess

Promote a public workshop or seminar more effectively

public workshop and seminar promotion businsessHave you ever organized a public seminar or event?

It’s not easy. Let’s assume you have a great full-day seminar that’s ready to go.

You’ll still need equipment, a venue and some savvy marketing strategies to fill your room and make you a bit of money.

Equipment is easy to rent if you don’t have it. And finding a hotel with a conference room – that will keep the coffee flowing and provide some snacks – shouldn’t be too much trouble.

You should also look at your local BIA or chamber of commerce. A lot of the time they have a boardroom or meeting room that you can get for cheap…or even for free. It certainly costs you nothing to send an email or pick up the phone.

Another venue that folks often don’t think about is the local library. I know in my area, I can book a good sized room in a library for about $30 an hour. And it comes with all the equipment I need to run a seminar or public workshop. If you are doing a half day event you can get away with 4 hours rent – which is less than you’ll likely spend on Facebook Ads.  

 The truth is that getting your event set up and organized is THE EASY PART. It’s getting bums in the seats that is likely going to be your biggest challenge. And that’s where marketing comes in. 

Over the years I’ve been involved with organizing a few marketing campaigns for one and two day seminars.

Here is a quick cheat sheet for professional speakers and consultants who want to try this out, but don’t know where to start.

The first question to ask yourself is how big is your list? Do you have 500 people? 1000? 10,000?

If you’re like most speakers your list is probably made up of connections from all over the world. And even if it’s 100% local, you shouldn’t count on a lot of those people attending. Cost, scheduling and a host of other factors will keep most folks from signing up right away.

So what you should do is think about moving beyond your list, and using some social media and interactive marketing to reach out to a wider audience.

Set Up a Few Free Webinars

Start with a series of free one hour webinars. Send out emails to your list encouraging folks to participate in discussions that are timely, and not coincidentally, happen to relate to what you will be be addressing in your live seminar. I like to use a tool called 

The great thing about this service is you don’t even have to be there in person! You can pre-record these webinars so you don’t have to turn down real speaking engagements. Click here to learn more about automating your webinars.

With EasyWebinar you can have live links appear as the webinar runs – as you are asking people to sign up for your seminar. At the end you also take a minute to really push the value of the seminar. 

Also, encourage folks to tell friends and colleagues. If your webinars are any good, you should see people signing up all the time. 

After each webinar, send out a follow-up email offering the replay link to those who signed up  – but didn’t make it to the event along with a write-up about the live event. 

Daniel Waas has a great article on setting up your post webinar sequence. 

Topical Videos

This is something professional speakers don’t do enough. Create a series of short videos to go out to your list once a month. Relate the topics of your videos back to your upcoming seminar or event. They don’t have to be long. In fact they should be really short – no longer than 3-5 minutes.

Again at the end of each video, have the date and venue of the upcoming seminar. 

Here’s a pro-tip: Don’t simply upload your videos to YouTube and share the link in social media platforms. LinkedIn, Facebook and Twitter will “like” your videos and give them an additional boost if you upload the files directly to each platform separately. 

Dedicated Seminar Website

Creating a simple WordPress site for your event is a great way to market it – without destroying the brand of your main site. If you’re a professional speaker who works large conferences with audiences made up of middle to senior level management, the last thing you want to do is dilute your main website’s message with single event taking place at the local Holiday Inn.

The website should have all the videos and information about the event, along with ways to register either through a simple plugin or It should also be fully integrated into Facebook, Linkedin and Twitter for folks to “share” it.

A blog that’s updated weekly about the topic and the event is also a great idea. Remember, this is a marketing site – not your main showcase – so there is no shame in promoting at every turn. And remember those short videos? They can all be posted to this site.

Social Media for Seminars

One of the great tools that I’ve come across in the last 2 years is Revive Old Posts. It’s a WordPress plugin that automatically re-cycles your pages or posts into social media channels on a frequency that you determine. I have an online marketing course for speakers set up on a subdomain of my main site. I have 6 landing pages on that site that are constantly going out to the world through Facebook, Twitter and LinkedIn pushing the course itself as well as the webinars I use to support and market it. 

Email Marketing for Speakers

This used to be the most important way to reach contacts. But with so much crap showing up in all our inboxes everyday, marketing emails are just as likely to be deleted as read.

But some of them will be read.

Start your campaign months in advance with clear pricing and an early bird discount. Encourage folks to spread the word and join you on Twitter and the Facebook Fan Page. Send it out monthly, then bi-monthly, weekly, and then a few days before the event for last minute attendees.

These are just a few tips. If you are interested in doing your own seminar and want to set some of this up, just let us know.

sales funnel for professional speakers

What does your speaking sales funnel look like?

sales funnel for professional speakers

Speaking is a fantastic career. But like many careers it’s not one job. It takes a lot to make it a real business. 

Many speakers dream of swooping in to do a 45 minute keynote – to a standing ovation of course – and then collecting a big fat check before heading off to the next gig in some glamorous locale. 

If that was the real life of most speakers don’t you think someone would have made a movie about it?

Again, like a lot of careers there is drudgery. Before you land on the stage – you need to find the gigs. Then you need to submit your topics to organizers. And then – when you land the gig – you have to research the audience and make arrangements to travel.

And of course before any of that happens you need to have a working website and generate eye catching and engaging content on a regular basis. 

But let’s say you do everything right, you’re still not going to land every gig. So you need to have a business model that backs up your passion and keeps the money tap flowing.

For a lot of speakers that means training and consulting. I know – this sounds like another job on top of the one you already have. But what if you leveraged one to lead into the other by creating a funnel-based business model?

Keynotes vs. Breakouts

I’ve often talked to speakers – who when I look at their keynotes – they sound an awful lot like a breakout session or vice versa. The two are not interchangeable. But they can be complimentary. 

A keynote is the grand idea. It sets a tone for the day or the whole conference. It inspires, educates and makes the audience excited about everything else that lays ahead. A great keynote can be the beginning of a truly transformational experience. And a lame keynote can leave everyone bored and playing with their phones. 

I’m a big proponent of offering complimentary breakout sessions to go along with your keynotes so you can engage potential clients who enjoyed your keynote and want more. 

A breakout is more instructional and educational. People go to events to learn. And breakout sessions are where this happens. 

Think of your presentations like a funnel

I like to encourage my clients to create complimentary programs. Programs that can be similar enough to belong on the same program and different enough to also work independent of each other. 

The reason I do this is because I want to create funnel opportunities. 

If you have a keynote that is focused, entertaining and inspiring on a grand idea then have a breakout that takes that singular idea and pushes it to a deeper level with some concrete learnings and takeaways.

It’s something you can offer organizers for an additional fee (they will likely still save money by not having to worry about the travel, lodging and administration of another speaker). And because you are already there you can think about it as an audition for the next level of engagement. 

Back to the funnel idea for a minute

Let’s say you have 1000 people in a room for a keynote on topic “A” and you knock it out of the park. Folks are entertained, enthused and interested in learning more. A breakout session may attract a good chunk of those people to learn more about how topic “A” can help them in real, practical terms. 

But that’s not why you’re doing it. What you’re really doing is auditioning for MORE additional paid work.  Just as you have a breakout that supports your keynote – you also should have a half day or full day workshop that goes deeper than the breakout. 

If you can convince a few of the people in your breakout – who are already thrilled with your keynote – to bring you into their organization to do some workshops, your calendar starts to fill up pretty quick and your business becomes a bit more sustainable. 

From the workshop you can follow up with coaching programs, online onboarding programs and more! 

So don’t think of your keynote as the be all and end all of your business. Think of it as the widest possible end of your sales funnel. It’s an opportunity to drive more (and often more profitable) business in the future. 

This is just one of the strategies I talk about in my online program DIY Marketing for Speakers, Trainers and Consultants. If you want to grow your speaker business, you can check it out here.

Maximize the impact of your website

Are you planning a new website or maybe a renovation of your existing one?

Awesome. The best metaphor I’ve come up with is to treat your website like a home.

The first question to ask, is it a fixer-upper or do you need something new? If your current site is a WordPress site then it’s more than likely you can call in the digital equivalent to Mike Holmes to get it updated rather than calling the demolition experts and start from scratch.

But if you are going for the complete new site then you really need to think about the process as if you are building a custom home. Specifically you need to think  about:

  • Architecture
  • Design
  • Plumbing

Your site is the home for your business

If you own a car or a home, you may have tooled around with some very basic maintenance tasks – like changing an oil filter or replacing that little chain connecting the toilet handle to the stopper thing at the bottom the tank.

If you’re patient, enjoy what you’re doing, and have the time to learn to do it right – you can figure out a lot of the basic tasks.

But there is a reason those who work in trades are paid well. They have a deeper understanding of how things work and why they need to be done in certain ways.

Beneath the hood of your car, and behind the walls of your house there are hundreds of connections that have to work if the wheels are going to turn and and the water is going to flow.

Mechanics and plumbers understand these connections.

So how does this relate to your website?

Well if you have a great looking site, it doesn’t mean anything if the functionality to help you convert isn’t there. And if your site isn’t properly connected to social media sites like Facebook, Linkedin, Twitter etc. then your content won’t be flowing efficiently out into the world. In essence if you don’t take into account the architecture, design and plumbing – your site won’t be optimized for success.

So here are the questions everyone needs to ask when looking for a marketing agency to revamp a website:

How is the site going to be built?

Can it “grow” with your business? If you are on a custom design – you won’t have the ability to add in new plugins or extend the functionality as easy as your competitor using WordPress. Are you going to become a victim of “vendor lock”? Is the only person who understands the architecture and coding the person who build it or can you find someone else quickly if they get flakey or get hit by a bus? I can’t say it enough – just use Worpress.

Is it designed for conversion?

A great looking website is fantastic. But don’t mistake looking nice with working well. Make sure that when your site is built, it’s with your customer in mind. Every element is for them  – not you. Give the customers what they need and they will come back. Make sure that you have calls to action EVERYWHERE. Remember , anything that doesn’t push somebody to engage more fully is an obstacle to your success. Eliminate those obstacles in the design.

Are your pipes properly connected?

One of the great things about marketing automation is how well we can integrate content with social media. Creating content that only lives on your website is a wasted opportunity.  It’s never been easier to automatically share your content with LinkedIn, Twitter and FB. I’ve written about automatically recycling your old posts and evergreen webinars. These are the pipes that channel your genius to potential clients on a consistent basis.

Your website is the the “home” of your business. Take care of it. Don’t fall behind in maintenance and be ready to have those dream renos ready to go when you need to expand.



5 Ways to Structure Content to Work Harder for Your Business

The biggest problem for content creators, who also happen to be experts, is they aren’t writers.

Simple website platforms like WordPress have opened up the world of publishing to anyone with an internet connection. One result of this revolution is everyone who can, now thinks they should. And that, my dear friends, is a terrible assumption.

A few years back I wrote a little piece called Just Because You can, Doesn’t Mean You Should. That particular little charmer was about not giving in to the pressure to use all existing technologies just because they happen to be available.

Blogging is exactly the same. Even if you’re a great writer, trying to capture your thoughts can be a tough slog through a muddy valley.

Writing is a lot harder than it looks

Creating an engaging narrative is not something that comes naturally to most folks. And even those who’ve spent the better part of their lives pumping out a prodigious amount of great work will tell you that it isn’t always easy.

So when I read a post from an expert I can generally tell within a few seconds if I’m going to get to the end.

It’s not meant to be a slag.  Just a reflection of different skillsets.  The biggest giveaway is formality. Nobody should write a blog to impress their 11th Grade English teacher – unless that happens to be your assignment. If so – go at it.

Save your formal writing for essays and business proposals. Blogs are not deserts. They shouldn’t be dry. If your expertise is in business development add some colour. A story. Anything to make what you’re trying to get across come to life.
Robots do read your blog. They just don't buy your stuff. #marketing Click To Tweet

Here are 5 simple steps to organize your blog content for success:

Add and image or video

One of the key indicators for Google is how long people stick around your site. So including compelling images and videos is a great way to improve that metric. Just look at the top of this article. There’s free video that was made using the app. But more important than impressing Google – most people react better to videos. So your blog content actually becomes more engaging.

Break it up into sections

There is nothing worse than dense text. I once had a client who would literally right 2000 word tomes each week. The content was good. But the medium and presentation was all wrong. Make sure that you break you content into digestible nuggets of genius. Use headings and bullets and numbered lists so folks don’t get lost.

Link out to authoritative sources

When I’m researching a new topic I love lists that come with links to referral sources. So does Google – which is how I find them. When you link to outside sources – not only do search engines recognize it, so do your readers. And that gives what you say added credibility

Write for the reader – not a search engine

Robots do read your blog. They just don’t buy your stuff. Search engines are very smart robots. They index and sort everything on the web. But if you write for them – stuffing keywords and and awkward phases filled with even more keywords into your content – you’ll turn off the real people who are going to be your clients.

Go for more information and less selling

We’re all in sales – I get it. But that doesn’t mean that everything you create should be about you and how awesome your product or service is. Concentrate on what your reader needs and wants from your content more than what you want them to do. Use your content to become more like a trusted resource and thought leader that a shifty sales person.


Add a call to action somewhere

You aren’t going to be a shifty sales guy. But you need to pay your bills. Remember to have some sort of CTA on your page. If you look up towards the middle of this blog you’ll see a sign-up for a free online workshop. Go ahead and sign up. It will be well worth your time:-)