One of the best ways for service professionals to stay in front of prospects and demonstrate their expertise is through a newsletter or video series. I get a newsletter from a carpet cleaner that I often read because it has great tips on how to clean up spills (e.g. wine) and remove stains. That is valuable for someone with two kids and two dogs :) While many service professionals recognize this approach could be effective, many are afraid of getting writer’s block. This is u

When you think of BMW, what do you think of as their slogan? While we have only owned one BMW about 10 years ago (and my wife mostly drove it), I immediately think of “The Ultimate Driving Machine.” They used that slogan for 34 years. In 2013, they changed it. Do you know what it is? Me either... until I looked it up. It is “Designed for Driving Pleasure.” So, why did they change it? Their stated reason was that they wanted to reinforce that BMWs are performance vehicles that

In the internet age, it is easy to get caught up in wanting to the do the latest and greatest thing for marketing. Compared with Instagram, Pinterest, and Facebook, an email newsletter can seem so old fashioned. However, it remains a powerful way to reach potential customers and referral partners. Even with the increasing use of social media, email remains the dominant online application. There are 4 times as many emails sent each day as posts, tweets, pins, etc. combined. Ne