I was a guest on the 80's Show Podcast this week to talk about New Coke and the Cola Wars. Find out how Coke fueled the 80’s in both the 19th and 20th centuries.

This is a fun, family friendly podcast created by my two buddies from college, Bill Lassiter and Damian Raffele.

Have some laughs and learn a marketing lesson along the way.

Enjoy…

Episode Description

Click Below to Listen Now

The "It Won't Happen to Me" Trap

We all saw the headlines: Massive ADA digital accessibility settlements, often costing millions. Many small business owners shrug, thinking those lawsuits are only reserved for giants like Domino's, Target, or Fashion Nova.

That is the trap.

The truth is that while major companies make big news, smaller, less-resourced businesses are increasingly the target of "serial plaintiffs." Why? They are easier targets. They are less likely to have in-house legal teams or the budget to fight a drawn-out battle.

The goal here isn't to scare you; it's to give you the strategic insight to protect your assets, just like I advise on securing your email lists and website backend. Ignoring the legal risk of an inaccessible website is the same as leaving the backend of your WordPress site unprotected.

The Cost of Complacency

A single ADA demand letter can drain your focus and budget instantly. Even if a suit is dismissed, the costs pile up:

• Legal Fees: Hiring an attorney to draft a response and negotiate a settlement.

• Settlement Costs: Often settling out of court for a five-figure sum just to make the problem go away.

• Remediation: Then you still have to pay a developer to fix the site after you’ve paid the fine.

This distracts you from what really matters: growing your business.

Compliance is Cheaper Than a Lawsuit

My clients know I am always focused on ROI. When it comes to accessibility, the ROI is simple: risk mitigation. Proactive compliance is vastly cheaper than reactive litigation.

You don’t have to hire a team of dedicated developers to manually rewrite every line of code. Modern AI tools and overlays are designed to provide a highly compliant layer over your existing website at a fraction of the cost of a full manual audit and fix.

Your Action Plan for Risk Mitigation:

1. Stop Ignoring It: Acknowledge that the risk is real and growing.

2. Get a Statement: Ensure you have a visible, professionally drafted Accessibility Statement on your footer. This is a critical first line of defense.

3. Automate Protection: Implement a third-party accessibility solution to show a "good faith" effort toward compliance.

Don’t let a legal threat interrupt your growth trajectory. Protect your website, and you protect your business.

Your Website is Blocking 25% of Potential Customers

You spend good money on SEO, email campaigns, and paid ads to drive traffic. You obsess over conversion rates and cart abandonment. But what if I told you that a significant chunk of the customers you successfully guide to your site are simply unable to buy from you?

It’s true. One in four adults in the U.S. has some type of disability. This isn't just about wheelchairs; it includes visual, auditory, cognitive, and physical limitations that affect how they interact with digital content. When your website isn't built with accessibility in mind, you are effectively locking your doors to 25% of the market.

This isn't a compliance problem; it's a marketing opportunity you are ignoring.

The Money Behind the Movement

Marketing is about finding and serving your audience. The disability community holds trillions in disposable income globally. As the Website Guy, I always advise clients to look for maximum reach and minimum friction. An accessible site achieves both.

When a customer arrives at your site, they need:

1. Clear Navigation: Can they tab through your menu using only a keyboard?

2. Understandable Forms: Do your forms clearly tell a screen reader what information is needed?

3. Visible Contrast: Can someone with color blindness clearly distinguish your CTA button?

If the answer to any of those is "no," that potential customer—who you paid to acquire—is leaving. The cost of an inaccessible site isn't just a lost sale; it's wasted marketing budget.

Turn Friction into Fandom

Customers who feel seen and served become the most loyal. By actively prioritizing accessibility, you demonstrate that your brand cares about everyone. This builds loyalty that goes far beyond a single transaction.

In a competitive market, being the brand that makes the shopping experience easy for everyone is a powerful, authentic differentiator. Don't look at accessibility as a heavy lift or a complicated compliance issue. Look at it as the biggest untapped market waiting for a welcome mat.

Action Item for Your Business: Use an online accessibility scanner today to see how many of your key pages (homepage, product page, checkout) are truly open for business. Once you see the gaps, you can decide on the most efficient way to close them.

My son shared an essay by George Orwell that he was assigned in his AP English class. We're both fans of Orwell, so he asked me to read it. His writings, like 1984, may be more relevant today than when he first published them. The essay Politics and the English Language urges people to use clear and precise language. Those that do not are either incompetent or have an agenda other than to convey meaning.

Here's an excerpt:
"The writer either has a meaning and cannot express it, or he inadvertently says something else, or he is almost indifferent as to whether his words mean anything or not. This mixture of vagueness and sheer incompetence is the most marked characteristic of modern English prose, and especially of any kind of political writing. As soon as certain topics are raised, the concrete melts into the abstract and no one seems able to think of turns of speech that are not hackneyed: prose consists less and less of words chosen for the sake of their meaning, and more and more of phrases tacked together like the sections of a prefabricated hen-house."

Regardless of your political persuasion, I think we agree that we hear a lot of nonsense spoken from politicians on all sides. So what does this have to do with web design? Reading this article, I was reminded of how I try to take a simple approach to designing websites. My clients urge me to add design elements, colors, animations, fonts and videos. Those are legitimate requests, as long as they help to clearly convey the purpose of the website. 

The key question is "what do you want people to do" when they visit your site. The purpose of your website is not for people to watch a video. It's to sell them something, or get them to contact you, or some other action you must define. If watching a video gets people to that point, then it can be added. If not, leave it off. The same goes for all the other bells and whistles. Note that I am referring to the design of websites for business.

So when it comes to web design, cut out the doublespeak and make your site doubleplusgood!

I was surprised when my typically frugal wife put a $45 water bottle on her wish list. Not only is that far more than we usually pay for a water bottle, but she is notorious for losing them. I was familiar with the Stanley Cup, but this one has nothing to do with hockey. It's the Stanley Quencher, a 40oz behemoth that smartly fits in your car's cup holder.

Apparently, this tumbler has become a viral sensation in the past few years. Finding them sold out in stores, I went to the Stanley website and purchased one in pink and even got it monogrammed. To her credit, she has not lost it once!

So how did a 100-plus-year-old thermos company become a modern hit? Check out the article below.

_____________________________________

You’ve probably seen them. Sleek, colorful, and loved by celebrities and your local neighbors alike, the Stanley Quencher — a 40 oz tumbler — has gained a cult-like following.

Its limited edition releases sell out in minutes and some Target stores had to place a two-per-person limit on Quencher purchases.

But when this iconic cup was introduced in 2016, the hype was minimal. By 2019, the Quencher was at risk of being discontinued, with execs admitting that “the tumbler wasn’t prioritized.” So, how exactly did the product transform into a must-have lifestyle accessory, skyrocketing Stanley from $70 million in annual sales in 2019 to a mind-blowing $750 million in 2023?

While it may have seemed like the brand became an overnight sensation, Stanley’s success was fueled by years of intentional pivoting, social listening, and impactful partnerships. Let’s take a look at how Stanley’s marketing strategies took it from a humble niche brand to a viral household name.
Read the full article >>

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Notice this article links to a blog post. That's a great way to get traffic to your website. Learn more about blog marketing.

I just completed my Google User Experience (UX) Certification. The course takes approximately 6 months at 10 hours a week to complete. There are 7 courses required to get the certification:

• Create High-Fidelity Designs and Prototypes in Figma

• Design a User Experience for Social Good & Prepare for Jobs

• Start the UX Design Process: Empathize, Define, and Ideate

• Build Dynamic User Interfaces (UI) for Websites

• Conduct UX Research and Test Early Concepts

• Build Wireframes and Low-Fidelity Prototypes

• Foundations of User Experience (UX) Design

My goal was to become more adept at building great websites, but Google offers a wide variety of certifications. Check out their webpage to see if they have a course that works for you.

In today's digital age, amidst the influx of social media and instant messaging platforms, it is important not to overlook the potential of email marketing. Despite its traditional nature, email remains one of the most effective and reliable methods for engaging with your audience and driving business growth.

Its exceptional return on investment and unmatched reach make email marketing an essential component of any comprehensive marketing strategy.

1. Expanding Your Audience:
   Email marketing offers an invaluable opportunity to connect with a wider audience. As per recent statistics, the global number of email users is projected to reach 4.6 billion by 2025. By building an email list of subscribers who have voluntarily opted to receive communications from you, you gain direct access to potential customers, fostering brand awareness and engagement.

2. Maximizing Return on Investment (ROI):
   Email marketing consistently proves its worth by generating an impressive return on investment. Studies conducted by the Data & Marketing Association (DMA) reveal that, on average, every dollar spent on email marketing results in a $42 return. This remarkable ROI makes email marketing an extremely cost-effective strategy for businesses of all sizes.

3. Cultivating Strong Customer Relationships:
   Email marketing empowers you to establish and nurture meaningful relationships with your audience. By delivering personalized, relevant content directly to their inboxes, you can connect with your subscribers on a deeper level. Employ segmentation and automation tools to send targeted emails based on subscriber preferences and behaviors, ensuring that your messages resonate with each recipient.

4. Driving Website Traffic and Conversions:
   Email marketing serves as a powerful catalyst for driving traffic to your website. By incorporating compelling calls to action (CTAs) and linking to relevant content, you can direct subscribers to your online platforms, boosting engagement and potential conversions. Optimize your emails for mobile devices, as an increasing number of users access their emails through smartphones and tablets.

5. Measuring and Optimizing Results:
   One of the greatest advantages of email marketing is its measurability. With the aid of email marketing platforms, you can track and analyze key metrics such as open rates, click-through rates, conversion rates, and more. This data enables you to refine your strategies, optimize your campaigns, and continually improve your results, fostering ongoing growth and success.

6. Delivering Personalized Experiences:
   Personalization lies at the heart of effective email marketing. Tailor your content to cater to the specific needs and interests of your subscribers. By addressing them by name, segmenting your audience based on demographics or behavior, and providing relevant content that adds value to their lives, you create a personalized experience. Such personalized emails not only boost engagement but also cultivate a sense of connection and loyalty to your brand.

7. Nurturing Leads and Driving Sales:
   Email marketing plays a vital role in lead nurturing. By delivering a series of targeted emails to prospects at different stages of the sales funnel, you can guide them through the buyer's journey and drive conversions. Employ compelling content, exclusive offers, and personalized recommendations to encourage subscribers to take desired actions, such as making a purchase, signing up for a service, or attending an event.

Embracing the potential of email marketing allows businesses to expand their reach, drive conversions, and foster enduring customer relationships. With its remarkable return on investment, widespread accessibility, and personalized nature, email marketing continues to be a potent tool in the digital era. By mastering the art of email marketing, you can unlock the full potential of this versatile medium and pave the way for sustainable business growth.

Want to learn how to leverage email marketing for your business? Let’s talk.

This is a great article from CNN Business about how the overuse of coupons ultimately led to the demise of Bed Bath and Beyond:

"For decades, blue and white paper coupons defined Bed Bath & Beyond’s brand, popping up everywhere from the movie “Old School” to notorious mobster Whitey Bulger’s junk drawer.

But the iconic 20%-off coupons, which became known as Big Blue, ultimately contributed to the cornerstone retailer’s fall into bankruptcy. On Wednesday, Bed Bath & Beyond will stop honoring Big Blue coupons for good.

Once a hugely popular marketing tool, the coupons backfired as the retailing business changed." 

Read the Full Article >>

Coupons can be a great part of your marketing mix, but you have to use them the right way. For example, they should be for a limited time, targeted at new customers and preferably a buy one get one so that you don't lower the perceived value of your products.

I go into greater detail about how to use coupons in my book 7 Keys to Marketing Genius which you can download for free.

Have a question about how to use coupons? Let me know.

I have been using some of the OpenAI tools to create content for my website. I asked two different AI programs, ChatGPT and Bard, to create a blog post for me using this prompt:

“write a blog post about using ai to write copy for your business. include these keywords: copy, copywriting, email, newsletters, website, website content, marketing”

Read the full unedited responses below.

From Bard:
How to Use AI to Write Copy for Your Business

In today's digital age, it's more important than ever for businesses to have a strong online presence. One of the best ways to achieve this is by creating high-quality content that engages and informs your target audience. However, creating high-quality content can be time-consuming and expensive. That's where AI copywriting comes in.

AI copywriting is the use of artificial intelligence to generate text that is both persuasive and engaging. AI copywriting tools can be used to create a variety of content, including email, newsletters, website copy, and marketing materials.

There are many benefits to using AI copywriting for your business. First, it can save you time and money. AI copywriting tools can generate content quickly and easily, so you can focus on other aspects of your business. Second, AI copywriting can help you create more effective content. AI copywriting tools are trained on large amounts of data, so they can generate content that is tailored to your target audience. Third, AI copywriting can help you improve your marketing results. AI copywriting tools can generate content that is more likely to be read, shared, and converted.

If you're looking for a way to improve your business's online presence, AI copywriting is a great option. AI copywriting tools can help you create high-quality content that engages and informs your target audience, saving you time and money in the process.

Here are some tips for using AI copywriting for your business:

• Set clear goals. What do you want to achieve with your AI copywriting? Are you trying to generate leads, increase sales, or build brand awareness? Once you know your goals, you can choose the right AI copywriting tool for the job.

• Provide clear instructions. The better you can explain what you want your AI copywriting tool to do, the better the results will be. Be sure to provide specific details about your target audience, your product or service, and your desired outcome.

• Use the right tools. There are many different AI copywriting tools available, so it's important to choose one that is right for your needs. Some factors to consider include the cost of the tool, the features it offers, and the quality of the content it generates.

• Review and edit the content. Even the best AI copywriting tools can make mistakes. Be sure to review and edit the content before you publish it. This will help ensure that it is free of errors and meets your expectations.

By following these tips, you can use AI copywriting to create high-quality content that will help you achieve your business goals.

From ChatGPT

(No Title Given)

In today's digital age, businesses need to stay ahead of the curve to stand out from the competition. One way to do this is through effective copywriting, which involves crafting compelling and persuasive content to capture the attention of your target audience. But with so many tasks to manage in a business, writing copy can be time-consuming and challenging, which is where AI comes in.

AI has revolutionized the way businesses operate and has made it possible to automate tasks that were previously time-consuming and laborious. One such task is copywriting. With AI, businesses can now generate copy for their emails, newsletters, website, and marketing campaigns quickly and efficiently.

Emails and newsletters are a vital part of any business's marketing strategy. They provide a direct line of communication with your customers and allow you to share important updates, offers, and promotions. With AI-powered tools, businesses can create personalized emails and newsletters that are tailored to their audience's preferences and interests.

When it comes to website content, AI can help businesses generate content that is optimized for search engines and tailored to their target audience. By analyzing user behavior and preferences, AI tools can identify the most effective keywords and phrases to include in website content, making it more likely that potential customers will find your website when searching for products or services related to your business.

Marketing campaigns are another area where AI can be particularly useful. AI-powered copywriting tools can help businesses generate compelling and persuasive copy that resonates with their target audience. By analyzing customer data and behavior, these tools can identify the most effective messaging and calls to action to include in marketing materials.

In addition to saving time and streamlining processes, using AI to write copy for your business can also lead to improved results. By leveraging AI's ability to analyze data and identify trends, businesses can create copy that is more targeted and effective, leading to higher engagement and conversion rates.

In conclusion, AI is transforming the way businesses approach copywriting. By using AI-powered tools to generate copy for their emails, newsletters, website, and marketing campaigns, businesses can save time, streamline processes, and create content that is more targeted and effective. If you're looking to improve your copywriting strategy, consider incorporating AI into your process.

You can see from this example how using these tools can save a lot of time, or even help you get the ball rolling when you are stuck on what to write. I usually edit or move around phrases, but you can see how these tools can help you create more content for your emails, website, and other marketing campaigns.

Studies show that email marketing works. If you are not already using email marketing, I encourage you to give it a try. You may be surprised at how effective it can be for your business.

• A study by Experian found that email marketing has an ROI of $44 for every $1 spent.

• A study by Mailchimp found that 70% of consumers prefer to receive promotional emails from brands they already do business with.

• A study by MarketingSherpa found that 91% of consumers open emails from brands they are already subscribed to.

There are many reasons why email marketing is so effective. First, it is a very personal form of communication. People are more likely to open and read emails from businesses that they know and trust. Second, email is a very targeted form of marketing. You can segment your email list by interests, demographics, and other factors to ensure that your messages are relevant to your recipients. Third, email is a very measurable form of marketing. You can track open rates, click-through rates, and other metrics to see how well your campaigns are performing.

If you are looking for a way to reach and engage with your target audience, email marketing is a great option. Here are some tips for creating effective email marketing campaigns:

• Start with a strong email list. Your email list is the foundation of your email marketing campaigns. Make sure to collect high-quality email addresses from people who are interested in what you have to offer.

• Segment your email list. Once you have a large email list, you can segment it by interests, demographics, and other factors to ensure that your messages are relevant to your recipients.

• Personalize your emails. People are more likely to open and read emails that are personalized to them. Use their names, interests, and other information to make your emails more personal.

• Send relevant content. The content of your emails should be relevant to your recipients' interests. This will increase the chances that they will open and read your emails.

• Use a clear call to action. Tell your recipients what you want them to do, whether it is to visit your website, make a purchase, or sign up for your newsletter.

• Track your results. It is important to track the results of your email marketing campaigns so that you can see what is working and what is not. This will help you improve your campaigns over time.

By following these tips, you can create effective email marketing campaigns that will help you reach and engage with your target audience.

This article was written by Google’s Bard AI program.

In today's digital age, a website is essential for any business that wants to reach a wider audience and grow its customer base. Your website can be a powerful tool for marketing your business, but it's important to use it effectively.

Here are some tips for using your website to market your business:

1. Create a website that is easy to use and navigate. Your website should be easy for visitors to find and use. The layout should be simple and intuitive, and the navigation should be clear and easy to follow.

2. Make sure your website is mobile-friendly. More and more people are using their smartphones and tablets to access the internet. Make sure your website is designed to be mobile-friendly so that visitors can easily access it from their mobile devices.

3. Optimize your website for search engines. Search engine optimization (SEO) is the process of improving your website's ranking in search engine results pages (SERPs). By optimizing your website for search engines, you can make it more likely that people will find your website when they are searching for information about your products or services.

4. Use social media to promote your website. Social media is a great way to connect with potential customers and promote your website. Share links to your website on your social media channels, and encourage your followers to share your content with their friends.

5. Create content that is relevant and interesting to your target audience. One of the best ways to attract visitors to your website is to create content that is relevant and interesting to your target audience. Write blog posts, create videos, or infographics that provide valuable information to your target audience.

6. Offer discounts and promotions. Discounts and promotions are a great way to attract new customers to your website. Offer a discount on your products or services, or run a contest or giveaway.

7. Make it easy for visitors to contact you. Make sure your contact information is prominently displayed on your website. Include your phone number, email address, and physical address.

8. Track your results. It's important to track the results of your website marketing efforts so that you can see what's working and what's not. Use Google Analytics to track the number of visitors to your website, the pages they visit, and the amount of time they spend on your website.

Using your website to market your business can be a great way to reach a wider audience and grow your customer base. By following these tips, you can use your website to create a successful marketing campaign that will help you to reach your goals.

This article was written by Google’s Bard AI program.

Email marketing is one of the most effective ways to reach your customers and grow your business. By sending regular emails to your subscribers, you can keep them engaged with your brand, promote your products and services, and build relationships with potential customers.

Here are some tips for using email marketing for your business:

1. Create an email list. The first step to using email marketing is to create an email list. This is a list of people who have subscribed to your email list and have given you permission to send them emails. You can build your email list by adding a sign-up form to your website, offering a discount or free gift to new subscribers, or running a contest or giveaway.

2. Create a strong email marketing campaign. Once you have an email list, you need to create a strong email marketing campaign. This means writing engaging emails that will keep your subscribers interested, and sending them on a regular basis. You should also make sure that your emails are well-designed and easy to read.

3. Measure your results. It's important to measure the results of your email marketing campaigns so that you can see what's working and what's not. You can track things like the number of people who open your emails, the number of people who click on your links, and the number of people who make a purchase.

4. Automate your email marketing. Once you have a successful email marketing campaign, you can automate it so that it runs itself. This means setting up your email marketing software to automatically send emails to your subscribers on a regular basis. This will save you time and effort, and it will help you to continue to grow your email list.

Email marketing is a great way to reach your customers and grow your business. By following these tips, you can use email marketing to create a successful campaign that will help you to reach your goals.

Here are some additional benefits of using email marketing:

• It's a cost-effective way to reach your customers. Email marketing is one of the most cost-effective ways to reach your customers. You can send emails to your entire email list for a fraction of the cost of sending out direct mail or running ads.

• It's a measurable way to track your results. As mentioned above, you can track the results of your email marketing campaigns so that you can see what's working and what's not. This information will help you to improve your campaigns and get better results.

• It's a great way to build relationships with your customers. Email marketing is a great way to build relationships with your customers. By sending them regular emails, you can keep them engaged with your brand and let them know about your latest products and services.

If you're not using email marketing for your business, you're missing out on a great opportunity to reach your customers and grow your business. By following these tips, you can use email marketing to create a successful campaign that will help you to reach your goals.

This article was written with help from Google’s Bard AI program.

Artificial intelligence (AI) is rapidly changing the way we live and work, and small businesses are no exception. AI can be used to automate tasks, improve efficiency, and make better decisions. Here are five ways that small businesses can use AI:

Automate tasks

One of the most common ways that AI is used in small businesses is to automate tasks. This can be done with tasks such as data entry, customer service, and marketing. For example, an AI-powered chatbot can be used to answer customer questions and provide support, freeing up employees to focus on other tasks.

Improve efficiency

AI can also be used to improve efficiency in small businesses. For example, AI-powered software can be used to track inventory, manage finances, and schedule appointments. This can save businesses time and money.

Make better decisions

AI can also be used to make better decisions in small businesses. For example, AI-powered analytics can be used to identify trends, predict customer behavior, and make recommendations. This can help businesses to make more informed decisions about their products, services, and marketing.

Personalize customer experiences

AI can also be used to personalize customer experiences in small businesses. For example, AI-powered recommendations can be used to show customers products that they are likely to be interested in. This can help businesses to increase sales and customer satisfaction.

Target marketing

AI can also be used to target marketing in small businesses. For example, AI-powered advertising can be used to show ads to customers who are likely to be interested in a product or service. This can help businesses to reach their target audience more effectively and increase sales.

Overall, AI can be a powerful tool for small businesses. It can automate tasks, improve efficiency, make better decisions, personalize customer experiences, and target marketing. If you are looking for ways to improve your small business, AI is definitely worth considering.

Here are some additional tips for using AI in your small business:

• Start small

Don't try to do everything with AI all at once. Instead, start with a few small projects and then gradually expand as you get more comfortable with the technology.

• Partner with an AI company

If you don't have the resources or expertise to develop AI in-house, partner with an AI company. This can give you access to the latest AI technology and expertise.

• Be patient

AI is a new technology and it takes time to learn how to use it effectively. Don't expect overnight results. Be patient and experiment until you find what works best for your business.

• Be open to change

AI is a disruptive technology and it will change the way you do business. Be open to change and embrace the new opportunities that AI can create.

I was a guest on the Know Your Pros channel with the guys from Opaleye. I was able to share my approach to helping my clients build websites that get them a return on their investment.

Opaleye is a great tool for brick-and-mortar businesses to generate, manage and market reviews. They are using their channel to feature small business owners.

They are looking for other businesses to feature, so be sure to check out their website, and let them know if you are interested.

I did a guest interview with Kathleen Ries-Jubenville on her YouTube show called The Fearless Climbers Business Show.  Kathleen is a Business Coach who helps aspiring coaches and consultants get set up quickly and create a steady stream of income online. In this interview with Kathleen, we discuss the mistakes business owners often make with their websites and the key elements to add to make sure your website helps you make more sales.

Bonus: Kathleen guides me through a series of questions to create a powerful marketing message. You can use this in your business too.  Check out her free workbook. 

Watch the full interview >>

Why You Need a Marketing Plan, Even if You're a Small Business

Guest Post By Damian Raffele

You may think you don't need a marketing plan if you're a small business owner. After all, big businesses have marketing departments full of people to develop and execute their marketing plans. But the truth is that even small businesses need a marketing plan. Why? Because hope is not a strategy. A well-developed plan can help you sustain growth and achieve your desired results. 

A Solid Strategy Is the Foundation of a Successful Marketing Plan

A marketing plan should be strategic; it should flow from and align with your overall business strategy. A good marketing plan is a roadmap. It looks at the big picture and defines how you will get there. Without a clear business strategy, your marketing efforts will be scattershot and won't get the results you aim to achieve. So if you want to create a successful marketing plan, build it on a solid foundation.

Customer Centricity Is Key to Growth

Most importantly, focus on your customers. What do they want? What do they need? How can you solve their problems? You won't go wrong when you keep the customer at the center of everything you do. Being customer focused is a tenant of growth marketing and should be at the core of your marketing plan and everything your business does.

It's SMART to Be Goal Oriented

When crafting your goals, you must ensure they align with your strategy. Focus on what you want to achieve, and what success looks like for your business. If you don't have clearly defined goals and objectives, how will you be able to gauge the success of your marketing efforts?

Marketing Tactics Are Last, but Not Least

All too often, tactics are confused with strategy. Don't be that person! Tactics are a natural product of strategy, goals, and objectives. Tactics are the actions you take to achieve your goals and objectives. For example, suppose your goal is to increase your email list by 20% over the next year. In that case, a specific tactic may be to create a free ebook you give users when they sign up for your email list.

A well-developed marketing plan is vital for any business, small or large, that wants to create sustainable growth and achieve its goals. Without a plan, companies often find themselves flailing around, trying one tactic after another with no real direction or purpose. By taking the time to craft a detailed marketing plan, you can save yourself a lot of time and money in the long run. So what are you waiting for?

Need Help Creating Your Marketing Plan? 

Check out Michael Daehn’s 8 Hour Marketing Plan course. He has condensed over 30 years of marketing experience into 8 - 1 hour sessions to help you create a strategic marketing plan that works. In these sessions, he'll help you understand your market, craft a unique selling proposition, develop an effective marketing mix, and track your results. By the end of the course, you'll have a complete marketing plan that you can put into action immediately. So whether you're a small business owner or a marketing professional, sign up today and learn how to create a marketing plan that works.

Author Bio:

Damian Raffele has over 20 years of marketing experience. Through his unique customer-centric marketing and sales strategies, he has driven innovation and growth for businesses ranging from start-ups to Fortune 500 and Global 500 companies such as Nestlé, Nationwide, and VCA Animal Hospitals.

The older I get, the harder it is to read small print. The same is true for people that view your website. Make sure you are using a font size that is comfortable to read.

I recommend that my clients use at least an 18-point font for their Normal/Paragraph text. Even if you have good eyesight, it is easier to read a larger font.

As I review people's websites, I often see fonts that are small and hard to read. That's why I address this issue as one of the 17 Ways to Ruin Your Website.

What size fonts do you use on your website?

Is junk getting in the way of your communications?

I recently discovered the term Chartjunk. According to Wikipedia:

“Chartjunk refers to all visual elements in charts and graphs that are not necessary to comprehend the information represented on the graph, or that distract the viewer from this information.”

Synonyms include:

• embellishment

• excessive annotation

• decoration

• extraneous elements

• unnecessary ornamentation

This struck a nerve with me because a lot of what I do for my clients when I redesign their websites is get rid of elements that do not contribute to the overall conversion of their site visitors.

When people build a website they know they need some copy, images, and maybe a video. The problem is that they don’t necessarily use them all intentionally.

Building a website is like writing an essay. Every word, sentence and paragraph in your essay should be supporting your thesis.

When it comes to websites, your primary call to action (CTA) is your thesis. Therefore, every word, image and/or video should be driving people to your primary CTA. If you are not sure what your primary CTA is, here’ a hint, it is how you make money. Selling a product, booking an appointment or getting people to start a trial are common CTA’s.

Chartjunk refers to how designers add a lot of extra elements, like colors, gradients or 3D elements to jazz up their presentation. The problem is that these techniques actually obscure your message.

The same is true for your website. Simple websites work better. Make sure to get rid of any Webjunk on your site.

And if you need help taking out the trash, let me know.