You have to get your brand name right. It’s your first message design assignment and can cost you business if you get it wrong. The tagline and everything else related to the story behind your brand comes later. You get the name right — something memorable, something that rolls off the tongue — and effective marketing becomes much easier. [Read more…]
As a creative person in business it’s easy to lose yourself in the work —especially if you enjoy doing it. For me that’s writing.
I can slip into a sense of timelessness while working on something that I’m passionate about. But what about the rest of it: the money management, the team management, and particularly the marketing.
Unfortunately (or fortunately, depending on how you look at it), our products, and that includes books and services, won’t sell themselves. And in order for you to sell them effectively, you have to [Read more…]