How to decide when and when not to use social media


Recently, my friend and photographer, Jeremy Cowart, posted a picture on Instagram and said... One more image from yesterday's shoot with @tribekelley. Sometimes you just can't out-light window light. A photo posted by Jeremy Cowart (@jeremycowart) on Dec 12, 2014 at 9:23am PST The picture is beautiful, but what he said caught my attention: Sometimes you just can't out-light window light. I've been to Jeremy's photography studio. He has dozens of lights to choose from to … [Read more...]

How to Build a Strong, Data-Based Customer Profile that Drives Results


Understanding your customer is critical to creating strategies that achieve the results you desire. Before you plan anything, you should have a clear and educated understanding of your primary and secondary “target markets.” These definitions should include demographic and psychographic details that give you very specific insights into who your customers are, what’s important to them and what their interests are. Utilizing this intelligence, you can begin the next steps towards creating a … [Read more...]

25 Questions to Help You Create a Strong Marketing Strategy


When building a strong marketing strategy, research plays a critical role in understanding who your customers are and how to compel them to buy your product or service. I get a lot of questions from my readers asking where they should do start their market research. If you don’t know where to start, it’s a good indicator that you haven’t fully identified your target customer. It could also be an indicator that you're struggling to get a clear picture of the product or service you’re trying to … [Read more...]

Why Marketers Aren’t Afraid to Fail


There are a lot of opinions about what we should and shouldn't do in MARKETING. Until there’s data, it’s all OPINION. As marketers, we take opinions, turn them into theories and test them until we get the DATA. That's why we're not afraid of FAILING. There’s always benefit in the data, regardless of the outcome. #fullcyclemarketing … [Read more...]

Introducing Full Cycle Marketing


When it comes to marketing, it’s critical to remain flexible and adjust based on the known and unknown variables that can impact the successes of your plan. As marketers, we all know this, but the reality is when things happen, change can oftentimes be difficult to navigate. These changes are all part of “optimizing” your plan. Optimized is defined: “to write or rewrite so as to maximize efficiency…”  Most of you that are reading this post signed up for my email newsletter because you were … [Read more...]

3 Reasons why you need to test your website right now, and how

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Attention all business owners and marketers. If you think your website is good, even great, you may want to get a second, unbiased opinion. Today, thanks to the tip from my friend, Josh Shipp, I submitted the ROOTS Academy website for an unbiased review from the website Once submitted, they'll email you with a 5 minute review (mine was 6+) of your site by a real live person. Did I mention that it's free? Here's what I was sent within an hour: If you didn't … [Read more...]

11+ Reasons It’s Not Too Late to Start Using #Twitter


Today, the ability to connect with people is easier than ever. Thanks to social media, all we have to do is Google a name and everything publically available will reveal itself—good and bad. Each search results offers a different way to explore and connect. If you grew up in the 90's or before, networking only happened if you "showed up." That meant that the only way you could get to know people was to show up and talk to them...face to face. I remember the first music industry party that … [Read more...]