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Preview: Michael Katz's Podcast on E-Newsletters

The Likeable Expert Podcast

Published: Fri, 23 Mar 2018 16:22:22 +0000

Last Build Date: Fri, 23 Mar 2018 16:24:56 +0000

Copyright: Blue Penguin Development, Inc.

Wrestling With Reality

Fri, 23 Mar 2018 16:22:22 +0000

Are you marketing, or just describing?

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Who's Got The Power

Sat, 10 Mar 2018 13:17:48 +0000

Are you afraid of "limiting" your opportunities?

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My Achy Breaky Back

Fri, 23 Feb 2018 20:57:01 +0000

Do you offer a well thought out, systematized array of services to your clients?

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Are you a Bank or a Gas Station?

Fri, 09 Feb 2018 13:49:36 +0000

What's the glue that keeps clients working with you?

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What's Your Super Power?

Mon, 29 Jan 2018 15:49:17 +0000

Sell what you're really good at.

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What Are You Banking On?

Fri, 12 Jan 2018 16:27:23 +0000

Stop copying the Big Guys!

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You Delight Up My Life

Fri, 01 Dec 2017 15:38:25 +0000

How to delight your clients.

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For What Do You Stand?

Fri, 17 Nov 2017 13:59:26 +0000

Do you have a vision for the work you do?

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Hiding in Plain Sight

Mon, 06 Nov 2017 19:39:01 +0000

Have you stopped noticing the flaws in your business?

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Do Your Rules Still Make Sense?

Fri, 13 Oct 2017 21:27:58 +0000

Are you efficient ... or just closed-minded?

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Remarkable You

Fri, 15 Sep 2017 19:54:22 +0000

Are you doing things worth talking about?

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Happy Birthday To Me

Fri, 25 Aug 2017 17:48:01 +0000

Clients buy who you are, not what you know.

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Going Postal

Fri, 11 Aug 2017 14:41:30 +0000

Create new services from your current activities.

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Blurred Lines

Mon, 24 Jul 2017 20:51:57 +0000

Don't mix "real" content with promotion.

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To Xfinity and Beyond

Wed, 28 Jun 2017 13:12:39 +0000

If you don't make the rules, somebody else will.

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Cover of the Rolling Stone

Fri, 09 Jun 2017 13:49:02 +0000

Why repetition = good marketing.

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What LeBron James Can't Teach You

Tue, 30 May 2017 18:04:05 +0000

Why it's hard to learn from superstars.

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The Heart of the Matter

Mon, 08 May 2017 18:46:20 +0000

How does it *feel* to work with you?

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I Can See Clearly Now

Tue, 11 Apr 2017 15:06:37 +0000

Without demand, nothing happens.

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Be More Likeable, Get More Clients

Fri, 17 Mar 2017 19:23:57 +0000

Likeability ... an underappreciated feature of your marketing.

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The Benefits of Going Off Script

Sun, 05 Mar 2017 23:46:31 +0000

Why you're invisible to your prospects.

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Icemaker, Icemaker, Make Me Some Ice

Tue, 21 Feb 2017 17:45:29 +0000

Are you solving the wrong problem?

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Mon, 06 Feb 2017 13:44:39 +0000

Turn your bio into a marketing document.




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Weather, Or Not?

Fri, 20 Jan 2017 21:00:57 +0000

Is there enough demand for what you sell?

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Expert Is, As Expert Does

Mon, 09 Jan 2017 13:33:55 +0000

In business, experts are the people who look like experts.

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The Year's At Its End; It's Time To Push Send

Thu, 22 Dec 2016 21:51:31 +0000

Content publishing is your best marketing tool.

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Silver Bullet Blues

Mon, 12 Dec 2016 16:26:07 +0000

Three suggestions for more effective writing.

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Are You Solving The Wrong Problem?

Mon, 14 Nov 2016 03:41:34 +0000

Why an elevator statement doesn't get you clients.

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Are You Making It Hard For Me To Hire You?

Tue, 01 Nov 2016 22:14:17 +0000

How your approach to pricing can be a sales barrier.

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Aeration Complication

Fri, 07 Oct 2016 15:23:07 +0000

Why you  may be selling the wrong thing.

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Do Your Prospects Trust You? Try This.

Fri, 23 Sep 2016 16:00:35 +0000

How recency and familiarity work together.

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Stand-Up, And Be Remembered

Fri, 09 Sep 2016 17:30:45 +0000

Rehearse the words you use to describe your work. 

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Is Your Writing Evergreen? I hope not.

Fri, 19 Aug 2016 12:56:54 +0000

Use timely references to make your writing come alive!


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Are You Running on Empty?

Sun, 07 Aug 2016 20:54:23 +0000

Today we talk about positioning.  In short, the way you put your content out into the world (and, by extension, your brand) matters as much as the content itself.

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Roomba Has It

Fri, 22 Jul 2016 18:20:46 +0000

Today we talk about emotion - and its power in making your newsletter (and writing in general) more effective as a lead-generating tool.

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The Sound of 1,000 Golfers

Tue, 05 Jul 2016 15:30:42 +0000

Today's podcast looks at the power - the tremendous power - of relationship building and its impact on your marketing.  If you're not doing it, you're working way harder than necessary.

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Rinse And Repeat

Mon, 20 Jun 2016 15:14:45 +0000

Good morning!  Or afternoon.  Or whenever you happen to be waking up (I don't judge).

Today's podcast looks at repetition and why it's such a powerful force in your being remembered.

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Are You White House Bound?

Fri, 03 Jun 2016 20:25:28 +0000

Here in the U.S. the presidential race is in full bloom (assuming the definition of "full bloom" (assuming the definition of "full bloom" is, "What the hell is going on?").

Wherever you may stand on the process or the candidates, today's newsletter shines a light on a professional services marketing lesson lurking within.

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The Iceman Winith

Sun, 22 May 2016 13:10:04 +0000

Spring is here! (Note to Southern Hemisphere-dwelling readers: You can come live with me until November if you like.)

And so today's podcast talks about how a spring tradition offers an important lesson in small business and solo professional marketing.

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Schmuck-Based Marketing

Sun, 01 May 2016 14:07:21 +0000

Today's podcast talks about demand, and the key role it plays in the successful marketing of your business.

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Can You Hear Me Now?

Fri, 15 Apr 2016 19:47:11 +0000

Words! They matter. But, like most things that do, they're not all created equally.

Today's podcast focuses on the importance - to your marketing - of choosing the right ones.

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Familiarity Breeds Profit

Fri, 01 Apr 2016 21:03:24 +0000

You're probably expecting me to pull some elaborate April Fool's Day joke in today's podcast. But I'm not going to do that.

Or am I?



Today's podcast focuses on the benefits - the HUGE benefits - of doing repeat work for repeat clients.

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Write Once; Share Often

Fri, 18 Mar 2016 22:46:22 +0000

The hardest part about publishing a newsletter is writing it.  So make sure you're getting full use of your efforts before you move on to the next one!

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You Talking To Me?

Fri, 04 Mar 2016 22:05:56 +0000

Beware the Ides of ... oh wait a second, that's not today.

Today we talk about the importance of specifying your target audience - a key element in persuasive writing.

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How to Avoid the Delete Key

Fri, 19 Feb 2016 23:14:59 +0000

Do you pay much attention to how you begin your newsletters?  I do.  A lot.

Today I'll explain why it matters.

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Hunger Games

Fri, 05 Feb 2016 20:56:15 +0000

Happy "the first time we met" anniversary, tomorrow (28 years ago), to my wife Linda. I got you today's newsletter as a gift (everybody else, do me a favor and don't mention that you got a copy too).

Today we talk about urgency. Specifically, why prospects who need you right away are trouble.

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It's Marketing, Not Reality

Fri, 22 Jan 2016 19:30:23 +0000

Marketing is about putting your best foot forward.  Sometimes, however,  it's also about not putting your best foot forward.

Today's podcast offers three concrete suggestions for ensuring that clients and others don't dismiss you out of hand.

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Chocolate Covered Marketing

Fri, 08 Jan 2016 22:29:10 +0000

Today we talk about chocolate and the role it plays in your marketing.  Seriously. Well, sort of seriously.

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Dog Day Afternoon

Fri, 18 Dec 2015 16:55:37 +0000

In today's podcast - the final edition of the year - we look forward to 2016 and the importance of paying more attention to the way you run your business.

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Why The Things You Write Have No Impact

Fri, 04 Dec 2015 19:32:00 +0000

Today we talk about the importance of adding zest and personality to everything you write.  And why doing so is your best option for capturing the attention of readers.

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Simple Simon Says, Do This

Fri, 20 Nov 2015 22:11:17 +0000

Keeping things simple is an important element of effective communications (still with me?)

Today's podcast suggests taking it up one step further.


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Leader Of The Pack

Fri, 30 Oct 2015 16:30:33 +0000

Halloween greetings. This year, as usual, I will be terrifying neighborhood children by dressing up as a creepy, middle-aged bald guy.

Today we talk about risk and the role it plays in helping you break free from the pack.

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Rules of Engagement

Fri, 16 Oct 2015 18:19:27 +0000

Today we talk about taking control ... of the way you do business. You have the freedom to write the rules. But it only works if you take the time to do it. We'll talk about how. 

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What I Learned At the Supermarket

Wed, 07 Oct 2015 01:05:42 +0000

Today we talk about competitive advantage ... yours, that is. If you compete with larger companies, you may be sitting on some big opportunities (probably not literally).  

Listen for more details.

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Be Of Good Cheer

Fri, 18 Sep 2015 14:07:01 +0000

Content. Thy holy grail of professional services marketing.  The elusive treasure of pecuiary ascendancy.  The ... oh whatever.  You get the picture.

If you want to be seen as a Likeable Expert, you need to create and share content, over and over again.

But if everything impportant has already been said, what do you wirte about?  Listen on, as I share some ideas...

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Fly The Friendly Skies

Fri, 04 Sep 2015 14:45:50 +0000

Today we talk about turbulence ... in your business, that is.

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Is Your Bang Too Big?

Mon, 24 Aug 2015 18:03:25 +0000

Today we talk about the benefits of launching a new product or program, slowly and quietly.

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Tell More To Sell More

Fri, 07 Aug 2015 18:17:15 +0000

August is here and so are you, so let's get going.

Today we talk abut my family's recent stay at an Airbnb home and how this relates to the way to market yourself and your business.

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3 Ice Cream Lessons

Fri, 17 Jul 2015 16:33:19 +0000

In a couple of weeks I'm having a party (oh alright, stop whining, you can come).

A few days ago, I sent out an invitation and realied three important things - all of which relate to you and your own business.


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3 Pretty Good Marketing Ideas

Fri, 26 Jun 2015 16:59:40 +0000

Today's podcast looks at what it takes to stand out from the crowd. And, why this has little to do with being objectively better than your competition. 

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Why Your Business Needs to Repeat. To Repeat.

Thu, 11 Jun 2015 22:16:18 +0000

Today we talk about the benefits of offering services that repeat, over time, with the same client. 

Today we talk about the benefits of offering services that repeat, over time, with the same client. (Sorry, I can't help myself. Myself.) 

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Look Who's Talking (About You)

Fri, 29 May 2015 20:01:04 +0000

My daughter's home from college, my brother had a birthday, I shaved my head this morning. Yes, it's nonstop over here. 

But I've always got time for you. Which is why today's podcast talks about Word of Mouth and how you can make the words and mouths work in your favor. 


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How Much Is Too Much

Fri, 15 May 2015 14:47:29 +0000

It's been a long-held belief by those of us in email newsletter land, that the more information you request at sign up, the lower the number of people who actually subscribe. Today, I loosen my grip on that "fact."  Listen on for more...


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Waiter or Doctor... Which One Are You?

Fri, 01 May 2015 23:21:08 +0000

"Expert Positioning" is an important element in being hired by clients (especially the good ones). But getting there involves more than just credentials, experience and presentation.

In today's podcast I explain how the questions you ask of prospects affect how they view you.

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Good Enough For Good Enough

Wed, 22 Apr 2015 16:21:30 +0000

Lots of solos wonder and worry whether they are "expert enough." 

In today's podcast I explain why you are and why it isn't where clients come from anyway. 


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Care To Make It Interesting?

Fri, 27 Mar 2015 14:55:52 +0000

I spent several years when I first began as a solo, wondering when I would finally "make it."  One day I realized I was asking the wrong question.

Today's podcast explains why uncertaintly is a necessary - and yes, enjoyable - part of the solo professional mix.

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In The Mood

Sun, 15 Mar 2015 23:39:23 +0000

It's Friday the 13th.  And while a black cat crossing your path may signify bad luck, a blue penguin carries no such baggage.  So listen on safely...

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Acing The Negative Stress Test

Fri, 27 Feb 2015 19:05:29 +0000

Long-lasting, instant results are terrific. The problem, and particularly where growing a business is concerned, is that you tend to get one or the other. 

In today's podcast I explain why relationship building is worth the wait. 

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Are You Afraid of the Wrong Thing?

Tue, 10 Feb 2015 19:25:19 +0000

Do you lie awake at night wishing you were more charming? 

Would you like to take an all expense-paid vacation to the South Pacific? 

Are you reluctant to publish content out of concern for what others might think? 

I totally can't help you with the first two, but the third ... listen on for more! 

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What Kind of Work Do You Do?

Sat, 24 Jan 2015 16:49:14 +0000

In today's podcast we talk about the importance of figuring out a simple, consistent way of explaining what you do - and then memorizing it so you can use it at a moments notice.

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What's Your Secret Weapon

Sat, 10 Jan 2015 23:01:42 +0000

It's 2015, a year whose digits add up to the number 8. That's just one more than the number of days in a week. Coincidence? 

Anyway, today we talk about networking and relationship-building, and how approaching this in a slightly different way can have tremendous value for your business. 


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Who's Your Perfect Client?

Fri, 19 Dec 2014 18:21:45 +0000

Today's podcast is the last of the year. Read it and then feel free to shut down until January 1. 

In the meantime, today we talk about the value in specifying whom - exactly - you'd like to work with. 

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Timing Is Everything

Sat, 06 Dec 2014 14:42:21 +0000

One of the toughest parts of selling is knowing who's ready to buy. What if, however, your sales approach didn't depend on that knowledge? 

Intrigued? I can't say that I blame you. Listen for more.

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Tall Tales of Marketing

Tue, 18 Nov 2014 00:20:35 +0000

There are a lot of t hings you can do to imporove your marketing.  Today we talk about just one.

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Bagel and Goliath

Mon, 03 Nov 2014 16:27:16 +0000

It's Halloween, but you know what's even scarier? This is the 350th edition of this podcast and you haven't listened to them all. 

Today we talk about squaring off against large competitors. It can be scary ... for them I mean. Read on as I offer some suggestions for outmaneuvering the big guys (get your slingshot ready). 

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Why Your Writing Gets No Traction

Fri, 17 Oct 2014 19:46:59 +0000

Today we talk about writing. And, in particular, how small changes can have a big impact on whether or not you are heard! 

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I'm All About That Pace

Tue, 07 Oct 2014 18:50:15 +0000

I know you're working hard to make your business grow. But I also see you hesitating, waiting until everything is just right to launch that new web site, roll out that new program or make a change you've been considering. 

Today's podcast focuses on the importance of moving steadily and quickly on the road to solo professional success. 

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Every Little Thing You Do Is Magic

Tue, 07 Oct 2014 18:20:14 +0000

Today we talk about the importance of consistently describing who you are and what you do - a rarely urgent and therefore often overlooked aspect of your marketing. 

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Two Holes in Your Marketing

Mon, 08 Sep 2014 21:10:33 +0000

Today's podcast, based on a recent experience I had while traveling, offers two suggestions for plugging two (or more) holes in your marketing. 

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Small Is The New Big

Tue, 12 Aug 2014 22:16:01 +0000

Today's podcast discusses the power of being who you are when marketing. Specifically, the benefits of highlighting the fact that you are a solo professional and not a larger firm. 


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There's No "Q" in Penguin

Tue, 29 Jul 2014 16:59:46 +0000

Today's podcast talks about selling things to people that they already want to buy. In my experience, that makes finding clients a whole lot easier. 

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Niche Craft

Mon, 14 Jul 2014 22:39:59 +0000

Often, in life, there is one factor that accounts for much of the difference between success and failure. When it comes to getting the clients and work you want, that one factor is a narrow niche. 

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What Problem Do You Solve?

Fri, 20 Jun 2014 17:42:57 +0000

Word of mouth is an important (maybe the most important) part of how solo professionals find great clients. Using it to your advantage, however, requires an understanding of how it works. 

Today's podcsst offers two specific suggestions for improving your words and mouths. 


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Are You Hiding In Your House?

Wed, 28 May 2014 20:10:58 +0000

For many solos, the scariest part of being in business for themselves is the risk of failing. 

Today's podcast encourages you to focus less on the risk and more on the potential gain. 

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Ask And You Shall Receive

Mon, 12 May 2014 22:12:40 +0000

For many solo professionals, selling is a troublesome topic. We know, of course, that it's necessary. Nonetheless, it often feels, if I may, icky. 

Today's podcast talks about the value of questioning, both in improving your sales results and in removing the ickiness. 

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To Click or Not To Click

Fri, 25 Apr 2014 19:56:09 +0000

Today's podcast, you'll be disappointed to learn, isn't funny. But it is, for a change, useful. 

A few months ago I made a big change to the format of my newsletter. Today, and now that I have enough experience and data with the switch, I explain why and share the results. 

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Dancing the Marketing 4-Step

Mon, 14 Apr 2014 16:40:41 +0000

The problem with marketing in the 21st century is that there are too many options. 

In light of that, today's podcast offers a suggestion. Four of them, actually.

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Less is Less

Sat, 29 Mar 2014 00:00:08 +0000

There's a lot of talk these days about the need for "super-short" content. I don't buy it. Today's podcast explains why. 

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Staying Alive, Staying Alive

Sat, 15 Mar 2014 17:39:55 +0000

Taking charge and sharing a point of view can be intimidating. But it's what distinguishes experts from the crowd. 

Today's podcast offers some suggestions on why and how you need to step up as the expert you already are. 

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Are You Wasting Your Competitive Advantage?

Fri, 28 Feb 2014 18:22:38 +0000

You can learn a lot by following the lead of big companies. You can make some big mistakes too. 

Today's podcast offers a case study of sorts to demonstrate what not to do when communicating with clients and others. 

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Hooked on Profits

Tue, 11 Feb 2014 01:29:39 +0000

If you're like most solo professionals, you know a lot more than you give yourself credit for (shame on you). 

Today's podcast offers some suggestions on how you can sell those insights, and in a way that will thrill both you and your clients. 

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It's Good to be King

Fri, 24 Jan 2014 05:00:00 +0000

Broad-based fame and popularity are compelling goals. Neither, however, is likely or particularly useful as a marketing tool for you as a solo professional. 

Today's podcast describes a better, easier way. 

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Solo Professionals, Start Your Engines

Fri, 10 Jan 2014 05:00:00 +0000

It's a new year and, according to everything I've read in the last 10 days, that means we solo professional humans are supposed to get moving. I agree, but it can be overwhelming too. 

Today's podcast explains why those who have done nothing to market their respective businesses have the most to gain. 

Intrigued? Who can blame you. Listen on... 

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Let It Snow

Fri, 20 Dec 2013 05:00:00 +0000

No doubt about it, working solo can be scary. But it's never dull. 

Today's podcast offers some perspective on why scary is better than dull, any day of the week. 

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Why Your Selling Isn't Working

Fri, 06 Dec 2013 05:00:00 +0000

I used to think that effective selling had something to do with talking quickly and convincingly, until the other person somehow signed my agreement and mailed me a check. 

In today's podcast, I discuss a much nicer - and more effective - approach to getting the better clients you're hoping for. 

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How to be More POPE-ular

Fri, 01 Nov 2013 04:00:00 +0000

When it comes to "reaching out" to clients and colleagues, it's easy to consider only the tactics that touch all of them, equally. 

In today's podcast, we take a page from the pope (yes, that pope), who demonstrates a better way. 

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Media Schmedia

Fri, 11 Oct 2013 04:00:00 +0000

Many solos (and larger businesses) believe that if you can get "the big media hit," your troubles will be over. I don't agree. 

Today's podcast explains why the media home run itself is less valuable than you might think. And, why you're better off focusing on how else you can spread the word. 

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