• Clients & Customers,  Marketing

    How picking the best strawberries could boost your business :-)

    Have you ever been shopping for fresh berries at the grocery store? The other day, while picking out some strawberries in the huge fruit section at Costco, I noticed the fascinating decision-making process of fellow berry enthusiasts. As I stood there, engrossed in the fruity frenzy, I couldn’t help but notice the thoughtful deliberation each person displayed. No one simply grabbed the first container they saw. It was like witnessing a secret ritual of strawberry selection. My Curiosity was piqued, and I began to think, “What criteria do these people use to determine which container is the perfect one that will go home with them?” After all, there’s more to it than just…

  • Marketing

    We all scream, “Ice Cream! Ben & Jerry’s Case Study – Lessons in Soulful Marketing

    I’m at it again, doing some fun research on “Soulful” businesses and how they use Soulful Marketing principles. This company is my personal favorite, not just cuz I love ice cream, it’s cuz of their mission, values and original focus on sustainability and social impact. Ben & Jerry’s understand their customer and how they care about issues and want to know what the company is doing to make a positive impact. This is a business that created a strong brand that totally appeals to customers who share their values. This is how you create longevity and long-term success in your business and more… Oh, and my favorite flavor is the…

  • Marketing,  Outcome

    Epic Marketing Fails – omg

    Last week, I did a case study on REI and how they’ve used Soulful Marketing Principles to build momentum and create incredible long-term success over 85 years… So this week, I thought it’d be interesting to share some epic marketing fails in business. I’ve already shared about an epic fail for me at the start of my entrepreneurial career a few weeks ago in this eNewsletter— if you missed it…5 Epic Marketing Fails & Lessons Learned: 1. Remember Gap’s Epic Logo Fail? They changed their logo and changed it back after 6 days. No other company has ever done that before in such a short time— on October 6, 2010, new logo, and…

  • Clients & Customers,  Implementation,  Marketing

    Case Study – REI – How they use Soulful Marketing Principles

    I’m excited to dive into a more extensive case study with you. We’re going to explore some core principles of Soulful Marketing, and how it has created immense success into some well known niche brands. My hope is that it will spark some creative ideas on how you can weave these principles into your own business. Let’s take a look at one of my favorite stores/brands – REI. Alice and I have been to most of them in Northern CA and Oregon! We plan on camping later this year and had to stock up on some stuff. That’s why I decided they’d be a terrific case study. Before I share…

  • copywriting,  Entrepreneurs,  Marketing,  Product Launches

    What do ChatGPT, virtual events, and blank screens all have in common? Hmmmm

    A couple of weeks ago, I attended a live virtual 3-day event – Product Launch Formula (PLF Live). I attended this event in person many times until the pandemic hit, and as you know – there weren’t any more in-person live events. And the people behind this event decided to keep it as a virtual event. I get it because they never were able to get more than around 900 people in-person. Virtually at this event, they had almost 2k people attend from all over the world. What do you think about virtual events? Have you attended a 3-day online one before? I honestly don’t like them. The thought of…

  • what-kind-of-soulful-entrepreneur-are-you
    Entrepreneurs,  Marketing

    What type of entrepreneur are you?

    Just got off a call with a person I met online at a Trends Newsletter networking event. (If you don’t know what Trends is – I’d highly recommend you check them out. Especially if you want to connect with like-minded entrepreneurs.) The funny thing is I’m not usually on these networking calls. And the only reason why I was on it was because I didn’t read the whole email. I thought it was their newsletter expert speaking – my total bad for quickly skimming that email. Please tell me I’m not the only person who’s jumped on a Zoom call thinking there was a speaker and I could be invisible — turned out…

  • Marketing Lessons I Learned from Nike
    Attitude,  Challenges,  Clients & Customers,  Communication,  Entrepreneurs,  Marketing,  Prospects,  Questions

    Is your business like Nike? Lessons from an athletic shoe company

    Last week, I shared about how your business changes over the years and how that change will impact your dream clients/customers. My core message was to ensure you connect with your power dream clients/customers and interview or give them a survey so you can take into account their needs before you implement your changes. This week, I promised to share some interesting insights from Nike (and the athletic shoe industry) – focusing on sales from a unique perspective. And how these insights can help your business. My spouse, during her college years, supported herself by working part-time at Athlete’s Foot. She was one of their top salespeople. She knows running and athletic…

  • change is inevitable
    Challenges,  Clients & Customers,  Dog Marketing,  Entrepreneurs,  Marketing,  Product Creation,  Product Launches,  Questions

    Change is Inevitable

    When I worked in Corporate America in the late 1990s and early 2000s, I had an amazing executive coach who I worked with for ten years. One of the things we focused on was how to deal with change, cuz at that point, I was dealing with at least two layoffs in three years. I often joked that I’d become a professional interviewer. The one quote that always stuck in my head about that time frame was, “Change is inevitable.” This is true, not just for your personal life. This is also true for your business. I guarantee over the course of your business. It will morph and change as you…

  • Soulful Marketing Concepts
    Challenges,  Clients & Customers,  Entrepreneurs,  Marketing,  Questions

    Marketing lessons from a popular weigh loss app

    I love looking at popular brands and then breaking down their online dream client experience to see how it works. Yeah, I’m kind of geeky like that. The fascination is not just about the how. It’s also about the who, the what, and the why too. My recent experience is with a brand you may know of – Noom. In this blog post, I want to share with you some of my discoveries about their dream client experience and how it can help you in your business. I’ve had many friends and colleagues who have raved about Noom for losing weight. I remember checking it out a while back and getting…

  • Clients & Customers,  Communication,  copywriting,  Marketing,  Website

    Your Words Matter – How to easily attract your dream clients

    That’s why it’s more important than ever that what you write, and share emits your personality, vision, and values and ultimately connects with your dream clients. It’s about creating a powerful connection with your dream clients based on you being you - your most authentic and transparent self. Love this quote by Oscar Wilde that definitely rings true - “Be yourself; everyone else is already taken.”

  • Challenges,  Clients & Customers,  Communication,  Entrepreneurs,  Marketing

    The psychology behind getting you to buy stuff…

    I’m constantly curious about what tactics companies use to get me to buy their stuff. And believe me; there are some that do some very interesting manipulative maneuvers… So what exactly is the “Psychology behind getting you to buy stuff?” As you may know – people buy on emotion, then they rationalize their purchase afterward. Or they feel remorse and may end up returning it. Either way, there is a process that’s baked in psychology that fuels the sale. It’s about companies using hype language, browbeating you with fear, deadlines, discount popups, and flashing buy now buttons on their sites, or you will lose out on the deal of a lifetime.…

  • Entrepreneurs,  Marketing,  Technology,  Website

    Best conversion tips for your website

    A few weeks ago, I had a colleague reach out to me and wanted my thoughts on a new website that she had just launched for her mom’s business. I always find it curious and fascinating to look at new websites. Especially when it’s someone I know, and I have a bit of a backstory. I’m always happy to look at people’s websites because I can give some actionable feedback after looking at the home page for only 1 – 2 minutes. (As an aside, if you ever want me to look at your site, schedule a complimentary call with me, and I will give you some actionable feedback on it.) Creating a website…

  • Challenges,  Clients & Customers,  Entrepreneurs,  Marketing,  Outcome,  Product Launches

    The launch that simply wasn’t

    Have you ever launched a course, product, or service and felt like you worked your tail off, and then the big day came……and it was crickets? A few trickles of sales came in, yet overall, it was a bit of a disappointment. Well, this happens way more than you think. The reality is there are SO MANY VARIABLES you have to get right to create a significant amount of sales for a launch. Most experts don’t tell you that you’re more than likely to bomb on your first and even second launch. This is why, as a soulful marketer, I always want to be honest and give the truth about what…

  • Clients & Customers,  Communication,  Entrepreneurs,  Implementation,  Marketing,  Motivation,  Outcome,  Product Launches,  Prospects

    The Final Fridge Adventure (Part 2)

    Last week I shared with you part 1 of my spouse and I’s fridge adventure. I shared with you some insights into the first two appliance stores we perused. And I gave you some takeaways of what to do and not do when it comes to your business and attracting clients. You can access it here. In this blog post, I want to tell you about the third place we visited to peruse refrigerators. It was a very different experience. This store was more of an upscale local appliance store. We bought our washer and dryer there, so we knew they were reasonably top-notch. And we like supporting our local businesses. As soon…