Your Most Valuable Piece of Content Isn't What You Think

If this wacky Pandemic has revealed one thing about entrepreneurs, it’s this:

Most people don’t feel comfortable talking about themselves online. 

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Even those with exceptional talents and experience. 

They shrink back from sharing their stories. 

They say too much…or the wrong things..so prospects click somewhere else.

They “kind of” think they have a story that’s worthy of sharing.

Still, deep down inside they’ve convinced themselves otherwise. 

These are the common themes I’ve been seeing and hearing online and with clients since last March when the health crisis hit. 

It’s especially rampant on Clubhouse.

People are messaging me about their deep fears around what to say when introducing themselves and how to say it. 

Then I get the follow-up DM:

  • I need...
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How to Supercharge Engagement on Instagram

User-Generated Content, or UGC, is a fun and interactive way to gain visibility and engagement online.  

Savvy marketers include UGC as part of their online strategy.

It's super-effective on Instagram when you...

  • Need fresh content 
  • Want more engagement and comments on posts 
  • Target younger audiences

User-generated content is also fun.

UGC invites subscribers and followers to send in pictures (or enter a contest) based on a theme or "news of the day."

It's a strategy that's long been used in television news. These days, foodies, clothing brands, sports and other visual brands are tapping UGC, too.  

Here's an easy example: There's a snowstorm and a TV news anchor encourages viewers to send in their cutest snow picture of their pets.

The station selects "winners" and showcases them with the owner's name or social media handle. The "winners" — the public — create an organic buzz by raving on social media (word-of-mouth marketing) how Fluffy...

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The Difference Between Captivating and Crappy Marketing

The other day I got an email from author and entrepreneur Mike Michalowicz with the shortest marketing lesson ever: Be different. 

Easy, right?

 Not quite.

Michalowicz  shared a video explaining an offer he got in the mail from a company specializing in replacement windows and doors. It wasn’t typical junk mail. It was a handwritten letter on heavy stock paper.

It was different.

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According to Michalowicz, once you stand out by doing something different, you need to take it two steps further. Your content or marketing must be attractive with a strong call-to-action. 

The mailer looked enticing...at first.

But as Michalowicz  took a deeper dive, things didn’t add up.

First, the sender identified himself as Larry, yet the letter was written in bubbly cursive handwriting.  Michalowicz says the writing was more feminine than what he's...

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