5 Marketing Secrets of the Master Sommeliers

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As it happens, my dad is the chairman of the Sommelier Society of America.

A sommelier is a wine educator — it’s that person in a good restaurant who knows anything and everything about wine. The sommelier can guide you on the best choices based on what you’ll be eating tonight.

A sommelier is also, almost by definition, a wine marketer.

It’s the sommelier’s job to create a fantastic experience for the customer, so that the customer buys more wine.

In that sense, they’re true content marketers, using their depth of knowledge to make customers happy and to do more business.

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The Difference Between a Mediocre and a Great Website

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The year is 1962. The public approval rating for US president John F. Kennedy is dipping. And dipping fast. It’s fallen from the once incredible 83% to a merely average 62%.

That’s the time when his old friend — and Republican Party member Clare Boothe Luce — gives him a piece of advice.

Her advice is simple: stop doing so many things. Stop catering to everyone. Concentrate.

A great man is one sentence.
~ Clare Boothe Luce

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The Simple Reason You’re Not a Writer (Yet)

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I’ve been writing my whole life.

For years, I penned stories in notebooks, even wrote and published articles in magazines. Still, I never considered myself a writer.

I used words like “wannabe” and “aspiring.” I told myself I’d write a book and be a real writer … some day.

But then, I had a breakthrough.

It was a simple shift of mind that changed everything, and it’s what you need to do — if people are going to take your work seriously.

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The 10-Step Content Marketing Checklist

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Everyone knows that content marketing is the “new” marketing approach that all the cool kids are supposed to be doing.

Coca-Cola is doing it, IKEA is doing it, Copyblogger has been doing and talking about it for six years now, so it’s a no-brainer, right?

Except, uhhhh, what is it exactly, again?

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3 Steps to Writing Copy that Speaks to Real Desire

image of heart in a wrench

When you’re doing your best work with your clients, it can be magical, sacred. There’s almost something holy about what you do, like you aren’t there at all.

And that’s what your clients love most too — those moments of transcendence in the work and the relationship.

The best businesses always originate from an attitude of service, and Copyblogger has talked many times about putting your customer’s needs before your own.

But if you try to talk about this sacredness in your copywriting, it doesn’t make an impact.

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The Direct Path to Finding Prospects and Customers Online

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There’s a type of marketing that produces more sales than display advertising, PR, or community-based social media.

It’s called direct marketing, and surprisingly, it’s not widely understood.

But we believe that when in doubt, go direct.

A lot of online-based businesses, especially those built around a blog, don’t realize that the kind of marketing they’re doing is a form of direct response marketing — in other words, taking a marketing message directly to your customers, instead of running ads that potential customers might see.

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