You want Gen X customers or clients? Take the time to understand them. To reach them, adopt two strategies: authenticity and acknowledgment. If you betray a Gen X — or fail to value Gen X patronage — a Gen Xer will turn his or her back on you, badmouth you…

Relief. Relief is the experience when something unpleasant or distressing ends. An underrated emotion, we sandwich relief between pain and joy, never resting on that moment. We skip it, preferring to whine about the forgone pain or move on to the next tribulation. But I ask: what’s better than relief…

Approaches to Conquer Modern Marketing in a Tech-Savvy World Have problems with your website? Is coding a challenge? Confused about how to post effectively to social media? Yeah, me too. As a premature participant in the Big Quit, in 2019, I embraced the risk and launched my photography business. What…

If I see another boxy advert, without movement or life, I will scream. Sure, if you have a super-conservative brand (think bank, investment firm, attorney, auditor…), and you want to SCREAM “tradition, we never change, steady as a rock, fun-police,” then it’s your role to be dull blue-suit no personality. …

You had so much energy and joie de vivre when you launched your business. This morning, you surf the classifieds to find a j.o.b.. The wind is gone; your sails are flaccid. You had a good idea. You gave it the college try. Wait. As a business coach and content…

You are a content creator or marketing expert. Perhaps you’re an entrepreneur. And high-ticket marketing efforts carve out a pound of flesh from your budget. Often, your ads and posts, commercials and pitches, miss the mark. You post, you pay for ad space, you cut checks for your 1099 marketing…

How Emotional Appeals are a Key Marketing Strategy We’ve all seen the American Society for the Prevention of Cruelty to Animals (ASPCA) End Animal Cruelty commercial, starring Sarah McLachlan and her song Angel. The commercial, an example of an emotional appeal to trigger the cognitive bias of an identifiable victim…

You can manage your social media marketing! For so many of my clients, primarily Gen X entrepreneurs, posting on social media is a source of panic. They are aware they should be, have to, need to, to keep up with their competitors. …

Who Are You? Your Personal, Powerful Needs Formula I know I’ve been away for a while. Sometimes physician needs to heal thyself and these past six months tried to kill me. But I’m here. I’m writing. And I survived by applying the information I’m sharing with you. In the first…