Posts by Steve
I work with smart, clear, thoughtful clients everyday. They are fabulous at sharing what they think, know and see with their customers in one-to-one conversations. But when it comes to sharing their thoughts in writing they freeze up. Theyâ€™re genuinely worried about whether or not they have something worthwhile to contribute. Their concerns often sound like â€śI donâ€™t have anything original to sayâ€ť or â€śI wouldnâ€™t know where to begin.â€ť
Before you read any further I have a confession to make. I donâ€™t have original ideas. [More...]
We here at Fathom have been noticing a trend lately. Some of our clients are getting invited to the buying cycle party later and later than they used to be. By the time a prospect contacts them the conversation immediately jumps to a price negotiation. Thereâ€™s little opportunity to talk about fit, value or even what the prospect is trying to accomplish. It got us wondering what the heck is going on here and what could be done about it.
Content as Brand Agent
And then it hit us. Knowledgeable customers are [More...]
I recently taught a class at The Grove, a coworking and collaboration space in New Haven, Connecticut. The class was How to Develop a Content Strategy for Your Website, an approach that can lead to great success in generating new business and establish thought leadership. It is also a topic that can seem overwhelming to many people because it’s still relatively unknown or, if known, unpracticed.
â€śWhy wonâ€™t she just do what I tell her to?â€ť I moaned to my wife after finding my 5-year-old covered in tattoo marker.Â She looked like Mel Gibson from Braveheart for the better part of a week.Â The fact is I canâ€™t tell my daughter to do anything. I constantly have to persuade her to do what I want and there always needs to be something in it for her.
Working with your customers and potential customers is a lot like the relationships you have with your kids. You canâ€™t make them do anything. You need to persuade them why they [More...]
First, a quick confession. I was that kid in science class that always had his hand up asking questions three minutes before the period was over.Â You can imagine how popular I was on Friday afternoons at 3pm. Today, as an online marketer, I actually get paid to ask questions. In our website work at Fathom, my colleagues and I throw a lot of ideas at the wall and see what sticks. Some of our ideas are spot on while others fall flat.
The hard part is knowing which ideas are which. â€śIn this game,â€ť [More...]