How to Attract, Nurture, and Grow the Business-Building Audience You Want

image of an audience at a concert, with a weird stuffed animal rising above the masses

I got a great question last week after my presentation at our live Authority Intensive event in Denver.

What do I do if I feel like I’ve outgrown my audience?

I think a lot of business owners run into this.

Maybe the owner has personally and professionally grown a lot, but the customer base is still very much made up of newbies. Or maybe the topic isn’t as exciting as it used to be.

But there’s something that fascinates me about content-based businesses (online or off, actually). And the single most commonly used word I’ve heard business owners use to describe it is spooky.

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5 Reliable Ways to Use Content as a Referral Tool

post image with quote The Best Lead Generation Tool is a Happy Customer

I’m guessing you do great work.

You add value everywhere you can, and people want to refer you on their own.

Clients who get what they expected and have a great experience in the process want to tell their friends, neighbors, and colleagues about us.

It’s a behavior that many people are simply wired to do.

But, let’s be honest: we’re all busy.

And sometimes we need a nudge, a reminder, or a tangible way to easily make referrals that are relevant.

While you may have jumped on the content train for lead generation, SEO, and education, you may not have considered all of the ways that content can be used to help generate referrals.

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5 Tips for Turning Drab Information Into a Tantalizing Tutorial

Reading Man Detail, George F. Fishman's 1991 Mosaic Faces Of Flower Avenue (Silver Spring, MD)


Ever read a tutorial that was sooooo boring your mind kept wandering off?

Or perhaps you even fell asleep?

Tutorials can be mind-numbingly dull.

But why?

Why are many how-to articles so monotonous and drab?

With a little effort and a few simple tricks, even the most boring topic can be turned into an inspirational tutorial.

When you share your expertise in an enchanting way, your authority rises quickly. People will love sharing your content. And they’ll be knocking on your door to learn from you.

Sound good?

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Is Native Advertising Ethical? (It Depends On Who You Ask)

image of mountainous wilderness with varying shades of light and shadow

Let’s see.

A dubious six-page insert in the Denver Post appears one Sunday.

You flip through it and see articles like “Reclamation helps balance environment and energy needs” and “Colorado environmental regulations serve as model for rest of the U.S.”

The section is labeled “Advertising Supplement to the Denver Post” and looks, design-wise, somewhat different from the rest of the Post, but clearly intended to look like a Post article.

Yet it isn’t.

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The Simple Truth People Forget When Trying to Grow a Business

first person view image of gun aiming at small target off in distance

You want to grow your business, right?

You want downloads of your app, people buying your products, readers on your blog, and evangelists on social media, don’t you?

Fair enough, that’s what we all want.

But you’re missing something essential.

People won’t ever know you, hear from you, understand you, follow you, or engage with you because of one simple flaw.

Your target isn’t small enough.

Seems counter-intuitive doesn’t it? It isn’t.

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12 Examples of Native Ads (And Why They Work)

Guinness Guide to Cheese advertorial

Despite all the hype, native advertising remains a fuzzy concept for most marketers.

According to our 2014 status report:

  • 49 percent of respondents don’t know what native advertising is
  • 24 percent are hardly familiar with it
  • Another 24 percent are somewhat familiar
  • Only 3 percent are very knowledgeable

So, given the lack of awareness (and people mistaking it for other things, like sponsorship), we thought it would be a good idea to walk you through about a dozen examples of native advertising — and why they work.

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