social proof

Ever see an advertisement for a fitness program? There’s typically a “before” photo and an “after” photo of a customer who followed the workout. On the left is a “before” photo of a shirtless, slouching man. He’s pale. Average-looking. He’s not smiling. Then, in the photo on the right, theContinue Reading

On writing a spec

Good specs force the difficult conversations to happen before they are expensive. If you hand a good spec to a builder or a programmer, the chances that you get back the system you’re hoping for are dramatically increased. For a building, the spec is architectural plans. But give an architectContinue Reading

There’s a huge misconception that email marketing is an old marketing method from a bygone era. However, though it predates Facebook, Instagram, and Snapchat, email still remains a crucial part of a successful marketing strategy. From its inception, email has continued to evolve. It transformed from being a means ofContinue Reading

In my Fast Track Marketing System I divide marketing into seven very specific modules: 1. The Game of Marketing 2. The Mindset of Marketing 3. Marketing Messages (Your Value Proposition) 4. Marketing and Selling Conversations 5. Written Marketing Materials 6. Marketing Strategies 7. Marketing Action Plans All of these have their particular challenges. But in my experience inContinue Reading