When we think about marketing our professional services, we usually think about all the things we need to DO to get clients. But that is usually very limited because marketing has numerous components and also processes. Plus, marketing has outer…

I had a dream last night where I was working out the core marketing message or “ultimate outcome” of a product of some kind. As I woke up, I pulled out my iPad and wrote down the five “ultimate outcomes”…

When I was intensively studying marketing in the “early days” of Action Plan Marketing, I read Scientific Advertising by Claude Hopkins. Perhaps the best marketing book ever written, published in 1923. Hopkins was the father of modern advertising and his…

Nothing will kill your forward movement in life and in business more than a feeling of worthlessness. You know the feeling… You just don’t feel that what you are offering is worthy, good enough, or valuable. And when that happens…