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Communication Coach: Signal your business power with marketing clarity
Photo: iStock.com/baona In the film, “The Shawshank Redemption,” Red says to Andy Dufresne, “Let me tell you something my friend. Hope is a dangerous thing. Hope can drive a man insane.” Hope is its...
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Why marketing needs a bigger purpose
What’s your aim? Purposeful marketing geared toward customers’ experiences is often more meaningful than products. (Photo: iStock.com/AngiePhotos) In late 1996, Apple acquired NeXT, the company Steve...
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How to make intentional marketing that wins customers
It is important to make your vision intentional in order to have successful marketing. Photo: iStock.com/akinbostanci Marketing’s role is to bring people closer to your company. If you are lucky it...
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How Google is elevating conversational search
Photo: Ivanko_Brnjakovic/iStock Editorial / Getty Images Plus/Getty Images Google and BERT (short for Bidirectional Encoder Representation from Transformers) are taking out the trash. Together, they...
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Communication Coach: Craft your core marketing message like a pro
Headshot: Jeff Korhan People that discover your marketing expect it to communicate two things: What your company offers If it’s right for them Imagine you are a screenwriter that gets his or her lucky...
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Why your marketing needs buyer personas
Photo: Weekend Images Inc./E+/Getty Images When I talk to people about buyer personas, they dismiss them as being equivalent to ideal customer profiles. This is a problem because there is an important...
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Communication Coach: Lead change to steady customer confidence
(Photo: Warchi/iStock / Getty Images Plus/Getty Images) You’ve been here before. Customers are wondering about their relationship with your company. Everything is back on the table. You have to...
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Communication Coach: Train your mind to create the future
Photo: celiaosk/iStock/Getty Images Plus Some of the greatest businesses were started during cataclysmic times like this. You could say that the universe is reshuffling the deck. This creates gaps that...
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Communication Coach: A 3-point plan for building winning marketing content
Illustration: Mykyta Dolmatov/iStock / Getty Images Plus/Getty Images Whenever there is a crisis, people seek stability. This is an opportunity for helping your audience. Marketing 101 says you should...
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Communication Coach: How to create an engaging client newsletter
Photo: Redlio Designs / iStock / Getty Images A few years ago my company, Landscape Digital Institute, and Landscape Management surveyed the industry on its use of digital marketing. Hundreds of...
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Communication Coach: Take the meaningful marketing risk
Image: DigtialStorm / iStock According to a recent Ad Age magazine article, people are now more interested in gardening, exercise and home entertainment because these activities give our lives purpose...
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Marketing Mojo: Be a friend to win with SEO
Photo: Hakinmahn/iStock / Getty Images Plus/Getty Images Any way you look at it, we live in an SEO-dependent world because internet is the go-to destination for timely information that keeps our lives...
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Communication Coach: One of the most overlooked marketing opportunities
Photo: HAKINMHAN / iStock / Getty Images Plus/Getty Images Most business owners are familiar with the basics of their Google My Business (GMB) profile, but they are overlooking one of its dark secrets....
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Communication Coach: The best sales training book
Image: Jirsak/iStock / Getty Images Plus/Getty Images A few weeks ago, I noticed a Facebook request for a recommended sales book to help an entry-level landscape designer find her way with clients. My...
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Communication Coach: Target buying intent
Illustration: mitay20 / iStock / Getty Images Plus As the landscaping season winds to a close in many regions, contractors are looking to pack the schedule to maximize profits for the year. Time...
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Communication Coach: How Zappos got the customer experience right
Photo: Orbon Alija / E+ Zappos reimagined the customer experience by building a culture of people who are passionately committed to delivering wow through service. The recent and unexpected passing of...
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Communication Coach: Get reacquainted with customers to drive 2021 growth
Photo: marchmeena29 / iStock / Getty Images / Getty Images Plus The one certainty heading into 2021 is that your customer base has changed. Some customers may have already dropped off and those that...
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Communication Coach: Trust your instincts to grow client relationships
Photo: welcomia / iStock / Getty Images Plus/Getty Images One of my longtime landscaping clients kicked off our relationship by informing me that wherever he lives his landscaping always sets the...
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Communication Coach: How to protect your company with response plans
(Photo:Michail_Petrov-96 /Stock / Getty Images Plus) Business growth is a good thing, but only if you are prepared. If you were to land the contract or client of your dreams, could you handle it? In...
View ArticleMarketing Minute: How to turn email into a conversation with your clients
In his debut video, Jeff Korhan, green industry consultant, shares how you can use digital technology such as email to build a relationship with your clients. The post Marketing Minute: How to turn...
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