Inbound and Content Marketing Made Easy Ebook Feb 20141 PDF

Inbound and Content Marketing Made Easy 2014 by Marcus Sheridan
Page 1
Inbound and Content

Marketing
Made Easy
Marcus Sheridan
Page 2
Copyright 2014 by Marcus Sheridan. All rights reserved
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any
means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section
107 or 108 of the 1967 United States Copyright Act, without either the prior written permission of the author, or
authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222
Rosewood Drive, Danvers, MA 01023, (978) 750-8400, or on the web at www.copyright.com. Requests to the
author for permission should be addressed to [email protected].
Limit of Liability/Disclaimer of Warranty: While the author has used his best efforts in preparing this book, he
makes no representations or warranties with respect to the accuracy or completeness of the contents of this book and
specifically disclaims any implied warranties of merchantability or fitness for a particular purpose. No warranty may
be created or extended by sales representatives or written sales materials. The advice and strategies contained herein
may not be suitable for your situation. You should consult with a professional where appropriate. The author shall
not be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental,
consequential, or other damages.
For general information about our products or services, please visit our website at http://www.thesaleslion.com.
Page 3
Table of Contents
INTRODUCTION: WHAT THIS EBOOK CAN DO FOR YOU...
CHAPTER 1: THE VISION THAT IS INBOUND MARKETING
10
JUST HOW MUCH CAN 800 DAYS OF INBOUND MARKETING CHANGE YOUR LIFE??
10
INTERNET MARKETING, SMALL BUSINESS OWNERS, AND HOW A BIG DUMMY LIKE ME LEARNED
WEB DESIGN
12
3 AMAZING WAYS CONTENT MARKETING CAN CHANGE YOU, YOUR COMPANY, AND YOUR LIFE 15
THE AGE OF DIGITAL BRANDING AND THE POWER OF PERCEPTION
17
ARE SOME INDUSTRIES JUST TOO 'BORING' TO BLOG ABOUT?
20
10 WAYS TO CONVINCE YOUR CEO AND MANAGEMENT TEAM TO EMBRACE SOCIAL MEDIA
21
HOW TO CHANGE THE ENTIRE CONTENT MARKETING AND SOCIAL MEDIA CULTURE
OF A COMPANY IN LESS THAN 48 Hours
25
CHAPTER 2: NO EXCUSES
30
HUSBAND, FATHER, BLOGGER, BUSINESS OWNER: A SALES LION CLOSE-UP

10 LAME EXCUSES NOT TO HAVE A BUSINESS BLOG NOW
HOW TO TURN YOUR COMPANY INTO A CONTENT CREATION MACHINE
THE REAL REASON YOU DON'T HAVE THE TIME FOR BLOGGING AND CONTENT MARKETING
THE UNCOMFORTABLE ROAD TO SUCCESS: A STORY ABOUT YOU AND ME
THE LAW OF COMPOUND INFORMATION IN MARKETING: TIMING IS EVERYTHING
30
32
35
38
39
41
CHAPTER 3: CONTENT MARKETING TO MAKE MILLIONS
45
WHY BLOGGING IS THE GREATEST SALES TOOL IN THE WORLD TODAY

5 SMALL BUSINESS BLOGGING BENEFITS NOBODY IS TALKING ABOUT
THAT AIN'T MY SHTICK...THE POWER OF KNOWING WHO YOU ARE IN BUSINESS
5 REASONS YOU SHOULD ALWAYS TALK ABOUT PRODUCT PRICING AND COSTS ON YOUR
COMPANY WEBSITE
HOW TO COME UP WITH 100 BLOG ARTICLES FOR YOUR BUSINESS IN 10 MINUTES OR LESS
7 CONTENT IDEAS THAT WILL BLOW UP YOUR BRAND AND BUSINESS IN 12 MONTHS OR LESS -GUARANTEED
HOW BRUTALLY HONEST BLOGGING WILL SKYROCKET YOUR BUSINESS TO THE TOP OF YOUR
INDUSTRY
6 WAYS TO BE A BLOGGING REBEL AND TURN YOUR INDUSTRY UPSIDE DOWN
LONG TAIL KEYWORDS: THE GREATEST KEY TO BUSINESS BLOGGING SUCCESS
45
47
49
Page 4
51
53
55
59
62
66
LOW HANGING FRUIT, LONG TAIL KEYWORDS, AND HOW TO DOMINATE THE BIG BOYS
67
THE MOST COMMON BUSINESS BLOGGING AND SEO MISTAKE IN THE WORLD
70
5 SMALL BUSINESS BLOGGING MYTHS MOST EXPERTS DONT UNDERSTAND
75
10,862 COMMENTS LATER, I REALIZE BLOG COMMENTS ARE NOT A BUSINESS MODEL
78
HOW LONG DOES IT TRULY TAKE FOR A BUSINESS BLOG TO GROW AND CONTENT MARKETING TO
WORK?
81
WHY COMMUNITY IS NOT THE HOLY GRAIL OF BLOGGING AND ONLINE SUCCESS
85
THE ULTIMATE 11-STEP PLAN TO LAUNCHING A SUCCESSFUL BUSINESS BLOG IN 6 MONTHS OR LESS
89
WHY THE GREATEST CONTENT MARKETING COMPANIES START AND STOP WITH CEO AND
MANAGEMENT INVOLVEMENT
93
DISARMAMENT: CONTENT MARKETINGS HIDDEN KEY TO PERSUASION, TRUST, AND SALES SUCCESS
98
WHY YOUR BUSINESS BLOG SHOULD TARGET KEYWORDS THAT MAKE MONEY, NOT TRAFFIC 101
8 RENEGADE METHODS OF USING CONTENT MARKETING TO DOMINATE YOUR INDUSTRY
105
WHY YOUR OPINION DOESN'T MATTER WHEN IT COMES TO GREAT MARKETING
116
BLOGGING VS. PODCASTING: WHICH IS BETTER FOR BUILDING BRANDS, FOLLOWERS, AND TRUST?
119
7 REASONS WHY BLOGGING IS FAILING TO GENERATE LEADS FOR SO MANY MARKETING
AGENCIES
123
33 IRREFUTALBE LAWS OF CONTENT MARKETING THAT WILL OUTLIVE THE
INTERNET
130
CHAPTER 4: USING YOUR CONTENT TO SELL
133
I TEACH, THEREFORE I SELL

ASSIGNMENT SELLING: THE ESSENTIAL SALES TECHNIQUE OF THE INFORMATION AGE
WHY YOU SHOULD START WRITING, STOP HIDING, AND QUIT WORRYING ABOUT THE
COMPETITION
CONTENT MARKETING TIPPING POINTS
133
135
CHAPTER 5: FINDING WRITING INSPIRATION
143
AN AUTHORS PERIL: HOW TO KEEP WRITING AND BLOGGING WHEN NO ONE IS READING
7 WAYS TO STOP STARING AT THE SCREEN AND START WRITING YOUR NEXT GREAT BLOG
ARTICLE
THE MISCONCEPTION THAT IS INSPIRED WRITING AND BLOGGING
143
CHAPTER 6: WRITING, COPYWRITING, COMMUNICATING LIKE A CHAMPION
149
HOW TO LEARN TO LOVE WRITING, BLOGGING, AND CONTENT MARKETING
150
137
139
144
147
Page 5
7 WAYS YOU CAN LEARN TO WRITE LIKE YOU TALK

IS THE CURSE OF KNOWLEDGE AND BAD VERNACULAR KILLING YOUR SALES AND MARKETING
SUCCESS?
DUMB IT DOWN, WILL YA?!!!
BASEBALL, PERSISTENCE, AND HOW I BECAME A NATURAL WRITER
152
CHAPTER 7: ALL ABOUT HUBSPOT
164
154
157
159
THE MOST IMPORTANT CUSTOMER REVIEW OF HUBSPOT YOULL EVER READ

164
TOP 5 HUBSPOT PROBLEMS AND SOLUTIONS
168
7 KEYS TO REMEMBER WHEN STARTING WITH HUBSPOT
171
4 REASONS WHY INTERNET COOKIES & LEAD TRACKING WILL ROCK YOUR BUSINESS WORLD
172
HOW TO SIGN UP WITH HUBSPOT THOUGH THE SALES LION
177
CHAPTER 8: WEB DESIGN THAT WINS
179
THE 8 MAJOR MISTAKES OF NEW AND IMPROVED WEBSITE REDESIGNS

5 PROFOUNDLY IMPORTANT PARTS TO EVERY BUSINESS WEBSITE IN 2014 AND
BEYOND
179
CHAPTER 9: A LITTLE ABOUT SOCIAL MEDIA
190
181
WHY FACEBOOK AND TWITTER DON'T MEAN A DANG THING FOR ONLINE SUCCESS IN CERTAIN
INDUSTRIES
190
WHY OUR DEFINITION OF SOCIAL MEDIA ENGAGEMENT AND INTERACTION IS WRONG
196
CHAPTER 10: EBOOKS AND OTHER GOOD STUFF
199
5 REASONS EVERY SMALL BUSINESS IN THE WORLD SHOULD WRITE AN EBOOK

5 REASONS WHY YOUR FOLLOW-UP EMAILS STINK AND WHAT YOU CAN DO ABOUT IT
199
201
CHAPTER 11: FURTHER INSPIRATION
205
GET UNCOMFORTABLE: THE BEST BUSINESS AND LIFE CHOICE YOU'LL EVER MAKE
20 LIFE-CHANGING HABITS THAT WILL MAKE THE NEXT YEAR YOUR BEST YEAR EVER
205
208
AFTERWORD: HIRING THE SALES LION: ARE WE A GOOD FIT?
213
Page 6
CONTENT MARKETING CONSULTING AND SERVICES FROM THE SALES LION

SPEAKING SERVICES, KEYNOTES, ETC.
PRICING FOR CONTENT MARKETING CONSULTING
THE COST OF INBOUND MARKETING/HUBSPOT CONSULTING W THE SALES LION
214
217
220
223
Page 7
Introduction: What this eBook can do

for YOU...
**Read this First!! An Introduction to Inbound Marketing
Made Easy
Have you ever experienced something so great and profound that you just had to share it
with others?
Well if you have, then youll understand well what motivated this work, which in many ways, is
a labor of love.
Quick Background
As you will come to see as you read the words herein, The Sales Lion was started in November
of 2009, mainly as a result of the growth and prosperity my swimming pool company received
after we embraced HubSpot and the principles of inbound marketing. Because the application
of these principles truly snatched our company from sure bankruptcy, Ive now spent the last 5
years trying to help folks just like you catch the vision of what is inbound and content
marketing In a way thats easy to understand and applicable to any business.
Why this eBook is Different

What makes this work unique is the fact that everything youll read here is real. Its all personal
experience. No great ideas without application (something that drives me nuts). So if you read
it here, you can rest assured it has already been tried and tested.
Upon reading this book, youll learn clear and concise strategies by which you can embrace
everything about content and inbound marketing, especially when it comes to blogging for
business.
How to Read this Book

Page 8
Because this book consists of many blog posts Ive written over the past couple of years, not all
may apply to your situation. This is absolutely fine, which is why everything is arranged easily
so you can find the chapters and subjects of most worth to you, as some will help and others will
not. This being said, the more you read these pages and inspiring stories, the more youll catch a
vision of marketing previously unimagined by you and/or your employees.
Im Here to Help
One last thing before you get started. As youve probably noticed from reading The Sales Lion,
Im the type of guy that appreciates community, relationships, and helping others. This is why I
love it when readers contact me with their questions, comments, etc. Feel free to email me any
time at: [email protected]
Good luck to you in this process and may the teachings of this book help you and your family
experience great financial peace and success in the years ahead.
Marcus Sheridan
The Sales Lion
Page 9
Chapter 1: The Vision that is Inbound

Marketing
Just How Much Can 800 Days of Inbound Marketing
Change Your Life??
Jan 2005: Our swimming pool business is in shambles. My two business partners and I have just
found out that weve suffered a major embezzlement of about $200,000. Not only that, but the
IRS is after us and has put liens on our homes. Ive never worked so hard to experience so much
stress and hardship. Frankly, its depressing, and I wish it would just all go away.
Nov 2008: For three years we have fought tooth and nail to bring our business out of this hole.
And just when we see the light, the economy has tanked. Banks are failing everywhere.
Consumer confidence, especially for luxury items like swimming pools, is in shambles. I cant
believe this is happening again. Many swimming pool companies are already closing shop.
Weve worked too hard and come too close to fail now.
March 2009: I just stumbled across a company called HubSpot and learned about inbound
marketing. This makes complete sense to me. Finally, I can take control of our website despite
my tech deficiencies and also do what I do best-teach. But now Im going to do this thing they
call blogging. Dumb name, but hey, the concept makes sense.
If I just answer consumer questions Google will reward me with more visits, which should
ultimately turn to leads and then sales. Despite the recession our country is in, I believe this is
our answer, and Im going to make it work. Even better, for the first time in years, Im excited to
be a business owner again.
Nov. 2009: Wow, Im shocked at these last seven months. This inbound marketing stuff is
amazing. We have somehow survived this year, even though so many of our competitors have
gone out of business with the economy. Everyone keeps telling me there is no one buying, but
Im glad theyre not looking at my website analytics, because they indicate otherwise.
Also, Ive decided to start another blog because I sense an insatiable desire to help other
businesses experience the success Im finding through inbound marketing. The site will be called
The Sales Lion, and something tells me it just may change my life.
Sept. 2010: What a year it has been. The economy is still in peril, but my swimming pool
Page 10
company continues to thrive. All of the blogging weve done over the past 18 months has put us
literally on top of the industry. Leads and sales are strong and weve never spent less in
advertising and marketing. This thing is like a snowball rolling down a mountain, and its just
amazing to sit back and watch it grow. I think were going to actually turn a nice profit this
year...simply unbelievable.
As for The Sales Lion, things have grown slowly. It has been a struggle at times, as I honestly
thought growth would come quicker. Notwithstanding, my resilience is undeterred, as Im
committed to this for the long haul, and I know a tipping point will eventually come.
March 2011: Wow, my pool company is going great and The Sales Lion is doing even better.
About four months ago I seriously committed to building my online network and community (as
before Id just been writing) and the results have been profound. The number of active readers
has taken off. People are talking and now Im getting more and more companies asking me for
help with inbound marketing. Life is going very fast now; its almost hard to keep up, but it
appears that the tipping point has finally arrived.
August 2011: Where should I start? Its only August and my swimming pool company has pools
to install practically until the end of the year, something weve never come close to
experiencing this early before. Weve gotten more leads this year than in the previous two
combined. My business partners and I just sit back and watch the pings on our Blackberries
come in with one lead after another looking for someone to come out and sell them a swimming
pool...very exciting to say it in the least.
In all honesty though, we deserve it. We committed to being the premier teachers in our industry
and thats exactly what we are. When I put my site on HubSpots platform in March of 2009 it
only had 20 total pages. Today it has about 600 or so.
Each and every day we get calls from around the country from folks asking us if wed be willing
to travel out to them and install their swimming pool. Sadly, we have to turn many down, as
were limited to VA and MD, but the lesson remains the same-consumers trust those
persons that are willing to openly and honestly give as much helpful information as
possible.
Financially, the company has never been better. At this point and time, we have almost no debt.
The embezzlement and IRS are a distant memory. And it feels very, very good.
Time to Run Free

But thats not the only thing that is changing. For quite some time I have felt like a stallion,
caged-up by my pool business commitments, yet wanting so badly to run free so as to pursue my
other interests. Up until this point, I have been unable to break free, but the impacts of inbound
Page 11
marketing are now allowing me to do just that.

This week (Aug 8-12) will be my last full time week at River Pools and Spas. Its almost surreal
to say it, but its happening. No more will I drive five to eight hours daily to go on sales
appointments. My only duties will be the companys inbound marketing, which will take 10-15
hours per week, and the rest will be taken care of by commissioned sales persons.
Now that Im able to run wild, I cant even start to express my excitement, as The Sales Lion
has now entered a new phase as well. Businesses are contacting me on a weekly basis seeking for
someone to give them a vision of inbound and content marketing. Whats crazy is that I havent
even pushed my services hard up to this point. But thats how inbound marketing works. You
gain trust through great information, not silly sales pitches, which is why clients and companies
come to you, versus the other way around.
As an example, next month Ill be speaking at a variety of businesses and events around the
country.
All Because of One Decision

My point in saying these things is not to brag, but to simply give readers a clear vision as to how
this has all happened. When it comes down to it folks, the decision to embrace inbound
marketing has changed my life. It has changed the lives of all my employees. It has brought me
to a point of being able to experience financial peace and prosperity while doing what I love
most-teaching other individuals and businesses how to reach their potential, through speaking
and writing. And even better, this is just the tip of the iceberg.
So for those of you that have been dabbling with inbound marketing, I say whats the hold up?
Whats preventing you and your business from reaching the potential that awaits? Enough
already, giddy-up cowboy, its time for the ride of your life.
Update to Post: Even today, in 2014, this article is as relevant as the day I wrote it. The
information and principles taught in this eBook can be life and business changing.
______________________________________________________________________________
Internet Marketing, Small Business Owners, and How a Big

Dummy Like Me Learned Web Design
Ive talked quite a bit in the past regarding the importance of powerful, information-filled
websites to satiate consumer needs for any business in the21st century. So considering we all
agree about such a statement, I want to address a subject that many small business owners (and
professional sales persons) are doing their best to ignore and sidestep:
Page 12
Web Site Design..Done by YOU

Before we talk about the reasons why 21st century business owners must take control of their
websites, I want to give you a brief feel for my previous knowledge of computers and what
helped me come to my current opinions on this critically important subject matter.
Im no computer nerd
I did not grow up in a tech environment. We didnt use computers. And electronics in general
were not a major component of our home. Even in high school, I did not take computer classes.
And believe it or not, I didnt even learn to type until I was in college.
Simply stated, computers have never been my thing. Ive never been savvy with Information
Technology and I thought Id never get my arms around it...that was, until, the following took
place:
Small Businesses and Web Design

About nine years ago I went into business for myself with two other partners. To make a long
story short, it was our goal to become the premier inground swimming pool company in the
United States.
For the first two years of our business, in 2001 and 2002, we didnt even have a website. At this
time, Internet marketing for businesses was just starting to take off and neither I nor my business
partners had a clue as to anything to do with computers other than how to type a Word
document.
Our marketing efforts at this time were very old school: radio, print, cable TV, etc. Needless to
say, it was one sad marketing campaign at River Pools and Spas.
Around 2004, I started dabbling with a company web site. Obviously, I had to outsource
everything and the results of our company webpage during this time were less than stellar.
Essentially, the few pages of the site looked like a glorified business card and we appeared to
receive few leads from this new medium. Notwithstanding, we did notice two major trends:
Normal advertising, especially print and radio, was starting to get outrageously expensive. More
and more people were starting to see the Internet as their go-to source for information, especially
when shopping for a product.
Embracing Information Technology
Page 13
Feeling the need to eventually be the best, I started getting online and trying to learn basic web
design. I also studied general Search Engine Optimization (SEO) concepts. Because everything I
was learning was self-taught, the progress was appalling.
Around 2006, we started working with a really good web designer. Because I was now starting to
see just how information was a critical component of a great website, I was constantly emailing
or calling our web guy for him to make updates, changes, additions, etc.
As this went on for a little over two years, I realized two more important trends: Outsourcing all
of your business web design, including simple changes, can get pretty expensive. Outsourcing
also causes delays and limits in a business owners (or marketers) ability to be creative with
whatever new ideas come to mind.
Time to Learn
With these realizations, I went to my web designer and had him teach me basic web design
principles using Dreamweaver. Frankly, I was sick and tired of being a web dummy and was
committed to make a change. Although much of it was over my head, I could at least now go
into my website and make simple text changes, announcements, etc. on the fly.
With this newfound ability, my creative juices really started flowing and I wanted to learn more.
In fact, my ultimate goal was to have the complete ability to design my own website, inside and
out.
It was also during this time that the Internets value to businesses across the world really started
to catch fire. Ours was no different and with the help of Adwords, we soon were getting more
and more traffic on our website. Although Adwords usage was expensive, it was bringing us
much needed marketing results.
We were also getting a lot of comments regarding the amount of information found on the site
from customers. By the end of 2008, it was easy to see that consumers were serious about their
research, and it was my job as a business owner to give it to them. But I knew I had to do more.
HubSpot and CMS..WOW!

Weighing heavily on my mind the need to reach another level of web design and consumer
education, I was blessed to find the company HubSpot at the beginning of 2009. HubSpot (and
no, Im not an affiliate) is an SEO company that helps businesses understand proper web
marketing. They have a mountain of free information on their website, including their famous
Webgrader page (it will grade your website, very cool), video seminars, forums, articles, etc.
I devoured much of the information on their site and learned about their CMS (CMS stands for
Content Management System, which is a web design tool that allows even the biggest
Tech-Dummies like me to produce awesome websites after just a small amount of time and
Page 14
practice.) I realized that I could actually design my own site front to back (at least the majority)
without knowing ANY CODE/HTML.
Despite the fact that Im light years from being a computer programmer, Ive been able to
accomplish this in the last 11 months of working with a CMS from HubSpot. I have the most
well-known blog in the swimming pool industry(on my website) My website gets views from an
average of 10 countries a day. We spend very little with Google Adwords now because we have
such tremendous organic(free) search success. Our site is chock-full of photos, videos, articles,
lead capture forms, etc. Frankly, customers RAVE about it.
Simply put, HubSpot has transformed my business completely and it has helped me realize that
even a computer dufus like me now has the tools available to be a web designer. HubSpot is one
of many CMS systems that are popping up all over the Internet and if you are a business owner
considering taking this leap of faith in yourself and your own abilities, and I can assure you such
a leap will change your life in an incredibly positive way.
The Future
No longer can small business owners shy away from Information Technology. No longer can
they leave the heartbeat of their business in the hands of some guy or gal behind a desk that
really knows very little about the essence of their business.
In my opinion, it starts with this simple belief:
No one knows more about my business than I do. No one can teach and talk about my service
and products as I can. I know I can design my own website and the days of me having the
self-identity of not being tech-savvy are over. I am now embracing the future.
___________________________________________________________________________
3 Amazing Ways Content Marketing Can Change You,

Your Company, and Your Life
There is a movement afoot in businesses around the globe folks. And frankly, this is a movement
that excites me more than anything Ive seen in a long, long time-and its going to change the
world of business as we know it.
Looking Within for Change

More and more, younger employees of companies all over the world are taking it upon
themselves to introduce the power of content and inbound marketing to their CEOs and
Page 15
managers. Because the idea of social media, blogging, etc. is so much more prevalent with the
younger generation (not always though), these 20 and 30 some things are doing their best to
convince their bosses that there is a better way of marketing than the methods that have been
used over and over again for the past 50years.
It is because of this movement that the #1 question I get from readers, other than how to build a
blogging community, comes from those persons looking for the proper manner in which to
introduce this new way of marketing to their boss.
Such was the case about eight months ago when I talked to a young man named Jason. (For the
sake of privacy, Im going to leave off his last name and company info.) After talking with him
about this issue many months ago, I received the following letter (word for word) from him this
past week. Please read it, as its simple lessons are as profound as anything Ive ever written on
my blog.
Hey Marcus.
Im super busy today, but I was thinking about you. First off..THANK YOU!!! We spoke
in the fall about HubSpot. Your case study was really important to us signing up for
HubSpot. It sold my boss in 15 minutes. We also spoke on the phone for 15 minutes or so
and you convinced me that smart people in a blue collar industry can dominate online with
the help of HubSpot and a lot of hard work.
HubSpot has been amazing for us. We signed up in October2010
We had 300 visitors in November. We had 14,000 in April. Our business has basically
changed overnight. My boss is AMAZED. Weve had to hire new people, buy new truck
and machines, etc. Its been a crazy season. I also got promoted to Vice President.
I just looked at your pool website with my SEOMOZ tools. It was showing like 1100 root
domain links, which is amazing!!!! I want help with HubSpot. I trust you.
I am starting a new website for our sister company, <name hidden> Nursery.
Reach out when you can.. Thanks!
Jason
As you might imagine, emails like this get me fired up. Whats even better, is that Im starting to
get them a lot. The simple fact is inbound marketingdone rightworks. Content can change a
business forever. And those businesses willing to embrace change will likely dominate their
niche because of the antiquated methodologies of their competitors.
But beyond the benefits of content/inbound marketing itself, I was reminded of 3 powerful
lessons with this experience:
1. Content Can Change Companies Forever: Just by getting on HubSpot and embracing
Page 16
inbound marketing, this companys website went from 0 to 60 in a matter of no time (or
overnight as Jason said it). Seriously, going from 300 visits a month to 14k is astonishing, but
such is the power of blogging (content) for small business when done right.
2. Content Only Needs One Believer: Granted, its not always easy to convince ones boss of
the merits of social media and content marketing. But nothing happens without the first initial
effort. Simply because one man in this company had the guts to put it out there and approach
the boss, every other employee in that company will now be able to feed their families easier
and much needed jobs will be given to those persons who have likely been unemployed and
struggling to get by for months. If thats not motivating, I dont know what is.
3. Content Leads to Promotions: How do you go from fresh out of college to Company Vice
President? As Seth Godin would say, you become a heretic. You push the envelope. You
challenge the status quo. This is exactly what Jason did in his industry and now his entire life has
changed.
The Huge Problem of Getting Buy In

For those of you reading this who have a boss with his or her head in the sand, that wont
embrace content marketing and social media, do them a favor and have them read this. Then, if
theyre still not convinced, put them on the phone with me. (No, Im not kidding.) Its time your
business was ushered into the information age-before its too late.
So as we go about our week my fellow readers, what say ye that we follow the example of
Jason? Lets push the status quo. Lets challenge our bosses (or ourselves ) to reach new heights
of excellence within our company. And more than anything, lets all be a part of what might be
the most important business movement in the history of the world.
_________________________________________________________________________
The Age of Digital Branding and the Power of Perception

I pulled into the gravel parking lot of my swimming pool company this morning and an
unexpected thought came to mind- Geez this place is pretty ugly.
I know, sounds rather rough, doesnt it? But its true. Its such a plain metal building. No glitz.
No pomp. And if you were to drive by it, you probably would not even give it a glance. And you
certainly wouldnt know it was the home of the most popular swimming pool website in the
world.....
Page 17
Good-Bye Pretty Buildings, Hello Smart Marketing

As many of you know, a few years ago I completely changed my shift and focus as a business
owner. Instead of solely relying on antiquated marketing principles to generate business, I did a
180and embraced content and inbound marketing. This was easily one of the smartest decisions
Ive ever made, but it also coincided perfectly with another major shift in my thinking as well.
You see, I used to equate the success of my business with the image people saw on the outside.
This image was derived, at least in my mind, from retail stores. There was a time when I
honestly thought that if I had really nice stores, this would naturally lead to more profitability
and sales. This is also what I was taught when I entered the industry in 2001, which explains why
just a few years ago I had one of the nicest retail stores in all of Virginia for swimming pools,
offering a full line of game room equipment, pool tables, tanning beds, hot tubs, and much more.
From the outside, the place made quite the impression, but from the inside, it practically crippled
the company. Not only did it require a huge amount time, employees, and management to
operate such a facility, but it also was, at best, a break-even financially.
Accepting Reality
After having been in this location from 2006-2009, my business partners and I realized a couple
of important realities.
1. Our website, not our stores, created the consumer perception of our companys brand.
2. Old-school retail, in many industries including ours, was a dying business model.
With this realization, we sold the mills and got rid of all retail. We also took all of the energies
we had been spending on the frivolous minutia of running the store to producing a website that
would generate leads and sales through content and lots of it.
And boy did the strategy pay off in spades.
Customers Dont Care About Your Stuff

My pool company has gotten more leads in the past month than at any other time in our history.
These leads have translated into sales LOTS of sales. And do you know how many people have
commented or asked about our buildings/offices/retail stores?
If you answered ZERO, you were right.
Page 18
At the same time though, guess how many of these clients have talked about our companys
website and the feeling, or perception, they got from all of the information they found
therein?
If you answered ALL of them, youre right again.
Switching gears for a second, most of you know that I do a lot of web coaching, speaking,
traveling, and consulting these days for other businesses, some of which are multi-million dollar
companies. I dont mention this to brag, as its nothing special, but I just want to stress this
critical point again:
How many clients have asked me about where I run my business from or what my office looks
like?
Again, you already know the answer. None of them.
They dont care that I work out of my home. They dont care that when Im talking to them on
the phone, Im likely wearing a t-shirt with my bare feet propped up on the desk.
Nope, all they care about is what they see on that dang screen...
Perception Based on the Digital Realm

We live in a time folks where the perception others will have of us has nothing to do with stuff.
Its has nothing really to do with what they see in the real world, but everything they perceive
from the digital realm.
So if you, as a business owner and entrepreneur, truly want to taste success, start thinking day
and night about your digital brand and perception. How do you come across to others online?
Are you viewed as a thought leader? Do you have a community that further validates your
expert claims? Are you producing the content thats required to be a mover and a shaker in
your industry or niche?
These questions and many others just like them need to be clearly understood if you want to be
successful. And its not a one-time thing either. Its a subject of utmost importance until the day
your business and brand no longer exist.
LetItGo
My point? If there is anything distracting you and your business from online greatness, drop it.
Just let it go. Ive been asked many times why I let go of my swimming pool stores. Many
people thought it was a dumb idea and would hurt my image. But what they dont understand is I
know who I am, and I know how my customers make their judgments about me, and it sure as
heck isnt based upon those yellow metal walls. Nope, its all about the little digits on the screen,
Page 19
and when it comes to that screen, Im going to make sure the impression is a lasting one.
____________________________________________________________________________
Are Some Industries Just Too Boring for Blogging and

Content Marketing?
In a recent video interview with my friend Srini from Skool of Life and BlogcastFM, I was
reminded of a question that Ive been asked again and again over the past 2 years but has
honestly never made much sense to me. It goes a little like this:
Marcus, how did you do so well blogging about an industry (swimming pools) that is, lets
face it, kind of boring, and really not at all sexy?
Ahh yes, the sexy myth we hear so much of when it comes to blogging and content marketing.
But I understand the question, as it was a good one by Srini, because so many people are
thinking the same thing when it comes to their niche, industry, or product. In fact, Id venture to
say Ive heard a derivative of the following statement at least 50 times:
Im in a boring field Marcus, this blogging stuff isnt going to work.
Alas, how very misguided you are my friend.
Fact is, every, and I really do mean EVERY, industry can be sexy.
How is it possible? Let me cut to the chase: Not making a huge mistake when buying a product
is sexy. Purchasing an item or service without stress is sexy. Saving $10,000 is sexy. Saving
$1.00 is sexy.
Catch my drift?
People search all day online to save $5 on a book they could have bought from Amazon in 60
seconds.
And when they do it, they go and brag to their friends and family.
Dont ask me why this is the way that it is, because I cant explain the logic, its just the truth.
So dont fall into the trap of thinking your industry, product, or niche is boring; as there are
plenty of people just waiting to be fed great information and be taught from someone who
Page 20
actually cares about their well-being and wallet.

_____________________________________________________________________________
10 Ways to Convince Your CEO and Management Team to

Embrace Content Marketing and Social Media
We have a serious problem my friends raging in businesses, small and large, across the
world-Social Media Buy-In from management.
Never was this so apparent than when I spoke in Toronto this past week at the MeshMarketing
conference and among the many emails I received, these two really struck a chord:
Hi Marcus,
It was great meeting you at Mesh Marketing yesterday. My biggest struggle with
content marketing is getting buy in from my senior management. Ive been pitching this
idea at them religiously for a year now but they keep countering that we dont have the
time, the resources, enough subject material, etc. I am seriously looking forward to
hitting them with all the new stuff Ill be learning from you.
Stay awesome!
Dorothy
Or this one from Alice:
... I work for a very small company led by a CEO that refuses to see the light when it
comes to ANY marketing strategy. I am about to pull my hair out. I came on board about
4 months ago, thinking they were open to new ideas. Nope. Not a one. Doesnt believe in
social media claims Twitter is a lie and that theres no one really listening. Doesnt
let any content hit the website unless its been sanitized to look like a college brochure.
Doesnt force the sales guy (yes, only one) to get on board with me..in short, this is a
place Im looking to get out of as soon as I can.
.... This (marketing)is a brave new world that I came back to and I want to be a part of
it. So if THIS place is destined for the slag-heap, I dont intent to go down with it. The
saddest thing of all? Im a great writer, if I do say so myself. Ive written everything from
plays and short stories to IBM training classes and technical case studies. Ah well. What
was that you said about leading a horse to water? They will probably never get it.
Alice
Page 21
So there you have it. We have a management buy-in problem with respect to social media and
inbound marketing, and its happening everywhere. It might even be happening in your office.
Alas, what is the solution to dealing with antiquated business leaders who simply dont get it?
Great question. Hopefully the following suggestions will be exactly what youre looking for:
10 Ways You Can Convince Your CEO and Management Team to Embrace
Content Marketing and Social Media
1. Show them competitor keyword phrases
Here is the key to motivating CEOs, especially when theyre a hard-headed and prideful
male-Take advantage of their competitive nature. Personally, Ive never known a CEO/owner
of a company that wasnt a little bit competitive. With this being the case, its time to allow the
competition to do the convincing for you.
For example, a great idea is to find a competitor who has done well with ranking for certain
keyword phrases in your niche. Once youve identified 5 such phrases that your competitor ranks
high for, and your company doesnt, simply walk into your boss office and ask him/her if he has
a minute to look at what your prospects are finding when they research online.
Next, ask him to type in each phrase, and allow him to see that the competition is showing up
while he is not. Go through all 5 phrases slowly, and make him search each one closely.
I can assure you by the 5th phrase and search, your boss will likely be ready to punch his desk,
and might just be willing to give you what youre looking for.
2. Show them competitors/peers who have been involved in case studies
Every industry has case studies of people who have crushed it online. Heck, my pool company
has been featured in at least 10 different online publications. If you want to see an example of
many different niches, see HubSpots case studies, where youll find an incredible range of
business types.
Again, management and CEOs are competitive by nature. Allow this to work in your favor by
showing how your company is an online slacker compared to these others that are getting so
much Internet attention.
Page 22
3. Show them general competitive stats

I love this one. HubSpot is especially good at it, as it allows me to compare my website with the
website of many others. In fact, check out this awesome screenshot:
With certain analytic tools like this one from HubSpot, you can easily compare your company
website with that of another.
By seeing the various ways your company stacks up against others, there is a very good chance
youll stir some serious emotions within the management team.
4. Analyze with marketing the amount of money that has been spent on other advertising
and marketing tactics.
This one takes a little work but is incredibly effective. Its actually pretty shocking the fact that
many CEOs have little to no idea just how much they spend on advertising each year. And when
you compare that steep amount with what they could be spending (or not spending) on social
media, it suddenly appears more enticing.
As an example of such stats, in 2007 my swimming pool company spent about $250,000 in
advertising to achieve a gross sales total of about $4,000,000. This year, in 2011, well
spend $18,000 and reach a gross sales of roughly $5,000,000. (Heck, you can just show your
boss that number and then have him call me if youd like)
5. Analyze where sales have come from specifically with all other advertising. Is it
quantifiable?
Page 23
This one is very similar to #4 but the fact is, old-school marketing stinks in terms of its ability to
be measured and quantified. Unlike social media, blogging, and inbound marketing that can track
specific numbers of leads and sales, most outbound marketing methods have a very, very cloudy
Return-On-Investment (ROI).
If a CEO realizes that he can finally start to track real numbers, he may just get excited enough to
give you a green light.
7. Show real-time conversations happening online about your product.
Just as Alices boss in the opening thought Twitter was a lie, its possible to show real-time
mentions of products and services happening all over the world, as well as businesses interacting
with those real-time mentions.
8. Survey existing customers/previous leads
Have you ever surveyed your existing customer base and asked them if they would appreciate an
educational/how-to blog explaining your products and/or services? Or even better, what would
happen if you surveyed your leads that didnt convert into customers and asked them if your lack
of a powerful web presence had any effect on their decision not to choose your company? If but
one person says they chose one of your competitors because of their website/social media
interaction, I can guarantee youll then be in business.
9. HubSpots Webgrader
HubSpots website grader tool was what really started it all for me in March of 2009 when I
scored a whopping 17 out of 100 for my companys website. So mad was I at this low score that
I just had to see it rise.
So do yourself a favor and take a moment to try this tool out and if the score isnt a passing
grade, print that baby out and neatly set it on your boss desk.
10. Utilize the Power of Video
Remember, over 60% of all people are visual learners, and your CEO or management team
might fall into this category. If your competitors are making great videos, make sure your boss
sees them. Also, take advantage of educational videos that teach proper marketing concepts. As
an example, just last week I had a client tell me her boss gave her the green light to use my
services when he was forced to watch my Vision of Inbound Marketing Video. (Sweet!)
So there you have it folks, 10 ways you can attempt to bring your CEO and management team
into the 21st century and embrace the social media marketing principles that you already know to
Page 24
be true.
It is my hope that if youre struggling like Dorothy and Alice youll take a moment to see if
some of these actions work. And if all else fails, just tell them to call The Sales Lion, and hell
get em straight.
___________________________________________________________________________
How to Change the Entire Content Marketing and Social

Media Culture of a Company in Less than 48 Hours
Ive written quite a few posts espousing the value of social media and inbound marketing , but I
honestly feel this one today may be one of my most important, and youll understand why if you
read until the end.
Going About It All Wrong

When it comes to the social media cultures of most companies, almost every business Ive ever
seen is doing it completely and totally wrong. And because businesses are going about this thing
called social media/content creation the wrong way, they fail. Yep, with a big, fat F.
Here are a few reasons why:
1. There isnt complete buy-in from ALL employees (top to bottom).
2. Employees dont share similar understandings nor visions of what great content can do for the
company and individuals as a whole.
3. Employees dont understand how to use their own skills to produce valuable content.
4. Everyone expects the marketing director to be the blog, the voice, the everything.
Change is Needed
I could seriously list possibly 100 more reasons why most companies fail when it comes to social
media, but Ill just stop there. You get the point. Everyone has seen this. Stuff has got to
Page 25
change.
But Im happy to say change is what this article is all about. Personally, Im tired of hearing
gurus tell me how content creation and social media are for experts with certain skills and
they must have xyz talents and blah, blah, blah.
Its total bull. All of it.
Heres what qualifies an employee to help a companys social media efforts:
If any employee of a company has ever answered a customer question, then theyre qualified.
Dont believe me? Just keep reading..
How to Change an Entire Culture in 48 Hours or Less

Two weeks ago I flew to Michigan to help a company of 60 employees catch the vision of
content/inbound marketing. I knew it was going to be a daunting task, mainly because we had a
lot to cover in a short amount of time, yet we needed results immediately. Like many business in
this economy, Company X (well call them that for privacy reasons) has had a rough go at it
lately. They sell a product, quite high-end I might add, all over the world. But the sales just
havent been sufficient. They need results, BIG results. And they need them soon.
So their head of marketing and I got together and planned a two day event that would literally
(we hoped) ignite a fire and vision within the entire organization and enable them to quickly
dominate their industry through the power of inbound marketing. Heres how the schedule went,
and whatever you do, make sure you read the final results of our efforts, shown at the bottom:
Day 1
8am
The CEO welcomed his entire staff and implored them to give their best over the next 48 hours.
He explained how he had bought in to content marketing and in order for this to work,
everyone else would need to step up as well.
Page 26
8:20am-11:30am
For the next 130 minutes, I gave the group a complete introduction to inbound and content
marketing, in a way that anyone and everyone could fully get it. I also showed its impact on
my swimming pool companys bottom line, how it had saved our business, and exactly the how
each and every one of them could utilize their own skills and talents, within their area of
expertise, to produce content as well.
12:30pm-2:30pm
Time for phase two. This section was all about giving the group, especially the sales department;
the vision of how content is literally the greatest sales tool on earth. As in the previous segment,
there was much Q and A, and the conversation was in constant flow.
3:30pm-5:00pm
Final education session of the day. I discussed personalization with the employees, and talked
about the need for each to share more of themselves on the company website so as to form
stronger relationships with their clients and customers (personal branding). We also dove into
video and the power of You Tube in this class. I showed some of my most successful videos of
all time and once again, the Q and A was excellent.
Day 2
(Note: I just stayed for the first day and the marketing director lead the effort on day 2)
Morning
A full review of the previous day with more questions and answers. Afterwards, the employees
were divided up into teams to see who could come up with the most blog article ideas, using the
same technique we had discussed for content ideas the day before.
Afternoon
Video time. Employee teams now produced their own videos (again, using teachings from
Page 27
previous day). Some were more humor based, others more serious, but everyone joined in, and it
was huge hit.
Evening
Employees reviewed the days activities and watched everyones videos. Laughs were shared,
stronger bonds were formed, and the social media retreat had come to an end.
The Results
The following week, I received this letter from the head of marketing. Please understand that Im
not sharing this note to brag about myself and say, Look at me, Im awesome. Rather, I want
companies to realize just how much their social media culture can change in less than 48 hours.
Heres the letter, word for word:
Hi Marcus,
Well, mission accomplished my new dear friend! I am so proud of you and all that you did to
rock the entire organization into a new reality. They definitely got it after hearing you speak. It
was better than I dared imagine. Thank you so much for helping them all understand
inbound/content marketing in a new and awesome way. And the coolest part is, not only do they
get it.. they are EXCITED!
I have been getting text messages, email notes and IMs ever since the retreat from the most
unlikely people thanking me. Even the biggest skeptics have made a point to reach out and tell
me how much they enjoyed you as a speaker and that they have all these ideas now. It is going to
be so very powerful having this many people unified with the same vision and equipped to make
it happen.
The full report on Day 2..
Before we could even start on the workshops I was really surprised at all of questions from the
audience. I took it as a good sign that people had been ruminating on your content all night and
were chomping at the bit for application. So that was cool.
Page 28
Then the blog title brainstorm contest was the perfect activity to follow-up. All combined, the
teams came up with more than 700 blog titles!! (Im not sure how many duplicates are in there
but who cares.. over 7-stinking-hundred!!) Ha!
As for the rest of the day, people were wayyyy more into the personal branding exercise than I
expected and the videos that people made were hi-larious! Some of them are actually worth
keeping and sharing on our website. Matter of fact, Jason Cs was how to fix <insert equipment
piece here> simply by changing out the batteries and he had his 6-yr-old daughter demonstrate
(much like your video of your son demonstrating how to clean a pool). Now hes going to work
on a related blog post so that we can embed the video.
Im going to follow-up with Josh N. again about the pictures tomorrow. I hope to get you
something right away!
-K
P.S. I forgot to tell you that the real lasting proof of a successful retreat was the fact that I had 8
blog posts in my inbox by lunch today and many more on the way.
Your Challenge
So there you have it folks. Yes, it can be done. But the key here was the fact that the company,
instead of segmenting blogging and social media into a small section of employees, decided to
start everyone off on the same page, sharing the same vision (see Steve Jobs), and making sure
they all understood their importance to such a campaign.
As a poker player would say, theyre All In.
Page 29
Chapter 2: No Excuses
Husband, Father, Blogger, Business Owner: A Sales Lion
Close-Up
Larsen, Dad, and 'Pink'

Monday February 21st 2011
7:30am-As I feel a tiny set of fingers tickling the bottom of my feet this morning, my eyes
begin to open and a smile immediately comes to my face. Larsen, my 4-year-old daughter, has
taken it upon herself to wake up Daddy this morning, just as she always does about this time.
Im feeling really good today though. Yesterday, like most Sundays, I caught a nap, and today I
arise invigorated, just knowing that everything on this day is going to fall into place. For some
reason, I cant help but to smile.
8:15am-I skipped breakfast this morning. Ive got writing on the brain instead. A post is due
and I can see it already written in my head. Im going to write today about an experience I had
on a sales appointment Friday. This article will be fun.
8:40am-Article is done. Wow, that was fast. Yeah, it really is going to be a good day. A few
more minutes to get this puppy up on WordPress and well see if shes got legs. Blog day is
always fun. Never quite sure of the reaction, but I feel good about this one.
9:15am-Publish button has been hit...Need to tackle a few emails for my swimming pool
company before writing my next article this morning.
Page 30
9:40am-Wow Im feeling stoked to write an article that has been building up within me for
quite some time. Despite the fact that I run the most popular swimming pool educational blog in
the world right now, none of the manufacturers/vendors in the industry want to offer content for
guest posts. Ive offered and almost all have said no. I want to give them a free platform to
spread the word yet their minds and marketing methodologies are so antiquated that Ive been
stonewalled. Well enough is enough. Time to call em out. The article will be called, There is
Something Very, Very Wrong with the Swimming Pool Industry. I think its going to cause a
stir, but thats OK, it needs to be said, and it wont be the first time the status quo and I will
buttheads.
10:05am-850 words later and shes done...and I really like this article. It just feels right. Im
going to throw it up on my blog, which is a HubSpot platform, and see if shes got legs....TSL
article is already getting comments. Patricia is the first to jump in. What a great lady she is. I like
her a lot. Joe and Robert quickly throw in their thoughts as well. Looks like this article might do
well. Im excited...and still smiling.
11:15am-Back upstairs to grab a bite. My kids and I chat and play a little. I eat fast, but thats
me. I hate wasting time on food, especially on a day like this when Im so excited as to the
possibilities.
11:45am-Time to head to the office building of my swimming pool company. As Im walking
to my car, I look out and see Larsen on her swing. Alone. I better take a minute and give a few
pushes before I leave. She needs to know I care.
12:30pm-At the office. Ive got some new employees to meet today as pool season is about to
explode yet again. I dont come here much anymore. My business partner Jim handles the
day-to-day for our company. At this point Im either selling or producing content. It allows me to
work at home quite a bit. The office is a cage for me at this point in my life. Soon, I will hire a
full-time sales person and my duties will almost be completely filled, thus allowing me to further
focus on other areas of my life. Although River Pools has been great to me, this stallion is ready
to run..
6:00pm-Still sitting here. Everyone has left the office and its about time I started to head
home as well. Im hungry. For some weird reason I want McDonalds French fries. Hmm, thats
weird, I dont know when was the last time I actually had the urge to eat anything from
McDonalds.
6:30pm-Sitting in McDs eating French fries and their new oatmeal. Dont ask me why. Im
still trying to figure it out myself.
7:30pm-Home with the fam. Time to read some books and wrestle with the kids, depending
on whos climbing up my back. I enjoy this part of the night, and their smiles indicate likewise.
Page 31
8:00pm-Notice an email on my blackberry. Its Jk from Hustlers Notebook. Despite also

leaving a comment on todays post, he has taken a moment to privately tell me he thinks I should
write a book about the ideas Im teaching on TSL. I cant believe how kind and thoughtful the
guy is. Unbelievable.
8:30pm-Kids are now in bed. My wife Nikki and I are on the couch talking while the baby,
Pink as we call her, rests on Mommys lap while eating. This is our special time together each
night. No distractions. Just light conversation and simple observations of our newest child while
whispering on the couch. The lights are now off in the house. Peace resides.
9:30pm-Ive just started my workout downstairs after saying goodnight to my dear wife. Just
like every night at this time, Ill be on the elliptical for the next hour. This is also my time to
watch TV while working out. Thank goodness for TiVo.
10:40pm-Elliptical done, now Im in the sauna.180 degrees in here with Bach playing in the
background. This is my spiritual and meditative time of the day. Its great.
11:15pm-Feeling refreshed again. Ready to catch my second wind. Im debating over whether
to write blog articles for my real estate business, write a guest post for another popular blog, or
answer an interview request from another blogger.
12:00am-Chose the interview first. Id been putting the guy off. It took a little time to answer
his questions but it was fun. Now time for the guest post.
1:00am-Guest post written. Thats a relief. My eyes are now hurting. Real Estate articles will
have to wait till tomorrow.
1:30am-Slowly tip-toe in bed. While I lay here I take a deep breath. One in. One out. Ill be
asleep in 30seconds. It was a good day. And Im still smiling.
_______________________________________________
10 Lame Excuses NOT to have a Business Blog Now
Warning, this is a vent blog directed towards business owners and entrepreneurs, so if youre not
up for a little venting, you may want to continue on with your day....But if youre like me and
frustrated to see the awesome benefits of content marketing and blogging that is available to
every business owner in the world only to have a very, very small percentage take advantage of
the beautiful medium, then keep reading.
Page 32
Ive recently started doing more and more consulting with small businesses. I love helping
people succeed, so such a business is only a natural result of these circumstances. But Im
finding the more I discuss the power of blogging and content marketing with other businesses,
the more Im blown away with lame and down-right silly excuses as to why these men and
women are not jumping on the train of Web 2.0 and giving their customers what they are truly
looking for.
So in this little post, I decided to take a break from trying to convince small business owners
across the globe to begin to embrace information marketing. Instead, Im going to talk about
some of the bogus excuses Im hearing more and more these days from small biz owners and
entrepreneurs everywhere.
My companys website does not currently have a blog because....

Im just not good at writing.
Youre not good at writing, huh? Well tell me, are you good at talking? In other words, are you
able to talk to customers about your services and products? Id be willing to bet you are which is
why Id be willing to bet you could also blog if you only believed in yourself. Remember
though, you do not have to blog alone. Do you have a spouse or a friend that could help and edit?
How about a co-worker?
Frankly, Im just tired of people blaming their writing skills for their lack of content marketing.
Its lame and just like any other skill, we get better at it the more we do it. But it starts with an I
can versus an I cant, that much Im sure of.
I dont have the time.
Out of time are you? You mean to tell me that you dont have 2-3 hours a week to produce 1-2
articles about a subject in your field?? Cmon, thats crapola and we both know it. Have you
watched a TV show this week? If your answer is yes then youre lying and do have the time.
Weve all heard it before-Everyone has enough time to do the things they want to do. We all
prioritize the events and activities of our lives that are most important. Instead of saying I just
dont have the time you may as well just be honest with yourself and say I just dont really
care.
No one in my industry reads blogs.
Page 33
No one? Really? So are you telling me that not a single person in your industry thats looking for
your service or product doesnt have questions before they buy? Are you inferring that every
consumer in your industry is a natural expert and is born knowing everything about your
business? Sure....gotcha.
I dont have anything to blog about.
Well I guess you dont have a product then either, do you? Heck, you dont even have a
business, so why dont you just close the doors and move on to your next successful endeavor
considering you picked the only industry in the world that is void of any and all information?
In other words, start thinking like a consumer; stop thinking like a business owner.
Blogging costs too much money.
Youre right. I mean, considering starting a blog takes about$20 and a few hours of time a week,
yeah, sounds incredibly expensive to me. I guess thats why youre still spending $800 a month
to have a big ad that no one reads in the Yellow Pages, right?
Blogging Doesnt Work.
Yeah, and neither does the sun. Good grief, the idea that blogging doesnt work, in 2010, is a
sign of delirium. My blog at River Pools saved me over $6,000 last month in free searches that I
would have normally paid for had I been completely Pay Per Click/Adwords dependent. I dont
know about you, but to me thats a lot of money.
Blogging isnt for smaller, local businesses.
Again, utter near sightedness and lunacy. Blogging is definitively the best tool (other than
Google local business/search) to optimize ones website for local search phrases. Considering
that every business provides services in at least one town or city, local blog optimization is
crucial.
Weve been doing it this way for years.
Yeah, thats exactly what Henry Ford said....and JC Pennys....and K-Mart....and every
other business that was at one time extremely successful but has now gone the way of the
dinosaur.
Page 34
Newsflash: Just because it worked yesterday doesnt mean its going to work today.
Im just not web-savvy.
Well then get web-savvy-at least enough to be able to whip up a document in Word and paste
it on a blogging platform. These days, not being web savvy is no longer a thing to brag about for
a business owner. In fact, its embarrassing.
I can say this because it wasnt too long ago that I was clueless when it came to the web and
computers. That is until I got mad at myself enough to do something about it. Any person, no
matter what the age or background, can become comfortable and knowledgeable with computers,
websites, and blogging within only a few months timek if theyll only dedicate a few hours a
week to learning and experimenting with technology.
I dont know where to begin.
Im biased, but this blog is a darn good place to start. Then Id go over to HubSpot and check out
their incredible educational tools. Those guys are awesome and they really get the big picture.
Once youre ready to start your blog, write down the 20 top questions you get from consumers.
These questions will be the titles of your first 20 blog articles. Now start writing.
______________________________________________________________________________
How to Turn Your Company Into a Content Creation

Machine
I was planning on writing a different post this evening but I was so moved by a telephone
conversation I had today with a business owner that I just had to address this incredibly
important subject, which is a growing problem for more and more businesses around the globe.
Here is the conversation (For the sake of ease, well call the business owner John):
Me: OK John, so youre getting on board with this whole idea of inbound marketing. Great.
Thats exciting. Tell me, do you already have a blog?
John: No, but that is something were looking in to.
Page 35
Me: Once you start blogging, who do you see as the people that are going to be producing
content?
John: What do you mean by producing content?
Me: I mean any person that produces any text, video, photos, etc. that says anything about your
product or services.
John: Well, I guess that would be my head of marketing...and myself...and maybe another
person. That being said, we are a little worried about blogging because we only have about 5
hours a week to dedicate to this.
Me: Exactly how many employees do you have working for you John?
John: About 400
Me:(doing a double flinch on my end) 400??
John: Yes, 400, spread around the globe.
Me: (short pause as I slap my forehead in disbelief) John, youre going about this all the wrong.
John: What do you mean Marcus?
Me: Well, tell me this, how many people work in your sales department?
John: About 16 or so.
Me: OK, and let me ask you one other question, and this is the important one-How many
people in your company have ever answered any question at all about your product or services?
John: (thinking for a second) Well, I guess all 400 have.
Me: John, dont you see where Im going with this? What would happen if you asked every
employee in your company to write just one blog article a year?
John: Wow, I never looked at it like that..
Page 36
Creating a Culture of Education

Heres the thing folks-John is a very, very smart guy. Just talking with him on the phone I
could tell that Id never want to compete against him in Jeopardy. Notwithstanding, John has yet
to grasp the concept of creating a culture of education within a company.
One of the biggest problems businesses have is that they are way too reliant on a very, very small
percentage of their employees to actually produce content. This, my friends, is bonkers. It makes
no sense.
A guy like John, who is already equipped with 400 employees (a small army), was worried that
he simply didnt have enough time to produce content. Are you kidding me?!! In reality, the
biggest problem John should have is managing the river of content that flows into him (or his
marketing dept.) from the mountain of employees who are all excited to be a part of the
companys content marketing revolution.
Big or Small, the Same Rules Apply

I hope youre catching the vision with me here. Let me give you another example on a smaller
scale. My swimming pool company has about 15 employees. This year, weve given every
person that works in the field a digital camera so that they can take pics of the various stages of
every pool install we do. I also have my service guys equipped with flip cameras so they can
record simple how to videos on basic pool maintenance. Yes, Im still producing content as
Ive always done but now that Ive got so many others on my team the idea of new stuff has
gotten much, much easier.
Also, another huge benefit of involving as many employees as possible is the fact the employees
get excited and take more of an ownership approach to their job because they are making a
difference by teaching others (literally around the world) about what it is they do. Simply put,
most employees throughout the world are just dying to share their talents and knowledge with
others, and there is no better means to support and facilitate this than by allowing them to
produce content-in any form that may provide value to consumers.
So thats my challenge to you folks. If you own a business, the time has come to start leveraging
the power and skills of your employees. Embrace a culture of education from top to bottom. Let
every member of the team carry the ball. By so doing, I can assure you that not only will your
workload go down while employee moral goes up, but your company will also turn into a
content producing machine, putting yourself in position to dominate your niche for many years
to come.
Page 37
____________________________________________________________________________
The Real Reason You Don't Have the Time for Blogging and
Content Marketing
Business Owner: Hey Marcus, how are you?
Me: Great, just sitting here finishing up a blog article I just wrote.
Business Owner: Dang man, I wish I had the time you had to blog. Id love to blog. Ive got
tons of ideas and things to say, but I just dont have the time.
Me: (Debating on whether to be honest or just roll with it...) Yeah, I know what you mean.
This was a brief conversation I had just a few days ago with someone that had called me for
some general advice. I mention it here because Ive had almost this exact same conversation at
least100 times (no exaggeration) this year alone with other business owners. Yep, when it comes
down to it, there is a problem in the world, and I believe the moment has arrived that we all
accept this truism and move on from it:
There Just Isnt Enough Time For Anyone To Blog. No Time For Content Marketing. No
Time For Video Marketing. No Time. No Time. No Time.
Seriously, Im blown away how often I hear this talk about time and how it relates to proper
marketing for a small business. One of these days someone is going to tell me how they dont
have the time and all of the sudden Im going to lose my mind and say something to the effect
of:
Its not that you dont have the time. You dont care. And you dont care because you dont get
it. And you dont get it because you dont see the big picture. You have the time to hire
employees to work for you. You have the time to hire a book keeper. You have the time to blow
money on antiquated advertising mediums that dont work any longer. Yet you dont have the
time for blogging. You dont have the time to embrace change and usher your business into
the educational age. No, when it comes down to it, you dont have time to for
greatness...Youre too stuck on staying average with the rest of the masses.
OK, so there it was. Now I feel better. Glad I got that off my chest.
Look, I know blogging, especially as a business owner, can be tough when youre getting pulled
in 50 different directions. But the concept of proper content creation for a business is so
important in this information and consumer education age that businesses cant ignore it, which
is why you need to accept this reality.
Either you take care of your content marketing, or you hire someone to do it for you.
Page 38
As I mentioned above, treat it like doing the books for your business. At this point, all businesses
realize that they have to take care of their books. There is no way around their accounting. This
means that business owners either do it themselves or they hire someone who can. But by no
means do they not take care of their companys accounting, otherwise theyll be shut down and
go to jail...which makes the pain of actually getting the books done worth the end result.
Although I would like to think that the fear of failure and future pain isnt the root of all content
marketing and blogging for a business, if its the only thing that motivates a business owner to
get started on the right path, then so be it.
But for the love of Pete, please stop telling yourself you dont have the time. Not to sound
conceited here, but if someone were to actually follow me around for a week and see how Im
usually writing my next article when the rest of the world is asleep, or when Im in a sitting in
my car in a parking lot and slapping away at the keys because I have 30 minutes in between
appointments, then all the sudden theyll start to realize what it means to be truly dedicated to
blogging, or as I prefer to put it-creating a culture of education within your business.
Now go make the time. Do the right thing. Plow forward and dont look back. Just have the faith
that the work will pay off..and I can assure you it eventually will.
_____________________________________________________________________________
The Uncomfortable Road to Success: A Story About You

and Me
As I pulled into my driveway around 11:30pm on Thursday night of last week, exhaustion had
officially set in. Having driven about 23 hours over the previous 3 days, I was physically spent.
But just like many other nights before this one, I still had one major item left on my to-do
list-the elliptical.
Although some of my oldest readers have heard me talk about my beloved elliptical before,
many of you may not know that each night, somewhere between 9 and 11:30pm, I get on this
machine for exactly 60 minutes, without fail. But on this particular night, the physical and mental
toll of the previous 3 days were such that I frankly was unsure as to whether or not the workout
would even happen.
Decision Time
So as I always do, I walked into my quiet house and slowly drudged into my bedroom, very
quietly, so as to not wake up my wife and retrieved my workout clothes out of the dresser. But,
Page 39
as I grabbed its handle to get the clothes, fatigue again became my only thought. Literally, my
head seemed to be spinning. And I knew that if I could just lie down in my bed Id be out in 30
seconds.
So I stood there. Not sure how long really. But I debated, and debated, and debated. If anyone
had seen me there, standing in the dark and looking blankly at a dresser-drawer, they may have
thought I was crazy.
Somehow, I eventually summoned the strength and soon walked out of the room with workout
clothes in hand.
As I walked by my kitchen table, just before heading to the basement, I stopped again. This time,
one thought kept coming to my head:
Just go to bed man. Just go to bed.
And so once more, all I could do was stand there. Again and again I rationalized how missing
one workout wouldnt matter. It was quite the civil war, to say it in the least.
But just as I was on the cusp of giving in, I found myself saying the same thing Ive said many,
many times late in the night-Just give it a go Marcus, even if its but for a few minutes. Give
it a go.
And so I did. 5 minutes into my workout I was still feeling dizzy from the day. 20 minutes in I
was very ready to quit. 30 minutes in I was convincing myself to hang in there a little longer.
And 45 minutes in I thought, Youve come this far, just keep going.
Finally, 60 minutes came. I was done. Ahh yes, the satisfaction of knowing Id won a little battle,
again.
It wasnt comfortable. It wasnt easy. But it was worth it...as it always is.
Some of you may be wondering why I relate this story. And although it may be a silly one in
nature, its just one example of many in my life that show a true reflection of what the road to
success is all about.
Page 40
Because when it comes down to it folks, this road that Im speaking of is not comfortable.
Theres some utopic myth out there that all we need to do is choose our passion and then success
will come naturally and easily. To this, I say bull. Success is great, yes, but its not easy. In fact,
the most successful people I know are often times the most uncomfortable.
Our Challenge
I would go so far to say that if were not a little uncomfortable, were simply not pushing
ourselves hard enough.
To close, Id ask you to consider if youre pushing yourself as you should be. Are you
challenging the status quo when necessary, even though its not comfortable? Are you taking
care of your mind, body, and soul..even when it hurts? And are you reaching the God-given
potential youve been blessed with, even though the bumps in the road would dictate otherwise?
If the answer is no, then its time we pushed a little harder folks.
The Law of Compound Information in Marketing: Timing is

Everything
I was speaking to a client a couple of days ago who, up to this point as a business owner, has
basically done squat as a content marketer. In other words, he has no blog, he has done no video,
and just isnt currently thinking like a consumer.
Notwithstanding these shortcomings though, this guy has already placed himself in front of many
in his niche just by merely recognizing he has marketing and branding issues. After talking for
a while regarding his next steps, he asked me the following question:
So lets just say I keep things like they are this year and then when I have a little more time, I get
going with all this inbound marketing stuff??
My response was simple:
You dont understand the Law of Compound Information.
Page 41
Timing is Everything
Most of us have heard about Compound Interest in the past. For anyone looking to garner a
financial nest egg and live a financially sound retirement, this action is usually a must. Here is
what Wikipedia says regarding the subject:
Compound interest arises when interest is added to the principal, so that from that moment on,
the interest that has been added also itself earns interest. This addition of interest to the
principal is called compounding. A bank account, for example, may have its interest
compounded every year: in this case, an account with $1000 initial principal and 20% interest
per year would have a balance of $1200 at the end of the first year, $1440 at the end of the
second year, and so on......
Without having a deep economic discussion here, compound interest equates to your moneys
ability to grow over time. And what will impact this growth curve the most? When it comes
down to it, there are 3 main factors. Wiki states further:
The effect of compounding depends on the frequency with which interest is compounded and the
periodic interest rate which is applied. Therefore, in order to define accurately the amount to be
paid under a legal contract with interest, the frequency of compounding (yearly, half-yearly,
quarterly, monthly, daily, etc.) and the interest rate must be specified.
What does this mean for your business?

Weve all heard that inbound/content marketing is an investment. But just like any investment,
your return on said investment (ROI) will be greatly impacted by the following economic
principles:
Frequency
This is huge. How often are you blogging? How often are you adding video to your site? Are you
constantly looking for ways to add new pages to your site or has it been stuck on the same
number for the last 6 months?
Hopefully you see what Im saying here. Your two biggest customers, Search Engines (like
Google) and consumers (anyone that might buy something from you) need to be fed great
information often so as to give you respect and love. This may sound too simplistic but its
incredibly true.
Page 42
Understand that each and every article you write gives Google more opportunity to look at your
site, notice your value to the consumer, and then show you on the first page for more and more
key phrases in your niche. By simply compounding your articles and the information therein,
your organic search results will only continue to go up.
Furthermore, when consumers constantly see you giving more and more useful information to
anyone who cares to listen, respect is garnered and your brand awareness naturally climbs. Ive
seen this process again and again and frankly its a beautiful thing.
The Value of the Interest (Information) Rate

I equate this one to the value of the information youre actually giving consumers. To give you
an example, lets say your company blog is a glorified calendar and sales pitch. Because all you
ever talk about in your blog posts is how great your companys products and services are, as well
all of your amazing accomplishments; the value to the consumer will be low. In fact, theyll
quickly cover their eyes and ears because youre not actually helping them.
But if your blog is all about the consumer-if it teaches them everything there is to know
about your product/service-then youre going to get major love. People will read you often.
Links will come your way from other websites. And because of this, Google will again look
upon your site with a smile and rank you higher and higher in organic search results.
Time
Whats the first thing anyone talks about when saving to build wealth? Thats right, TIME.
Timing , in many ways, is everything. For example, if you invest $100 a month into some type of
savings plan at the age of 20 and dont touch your money until youre 50, youll have way more
money than the 50 year-old guy that started investing $200 a month when he was 30. The simple
reason for this is timing.
This is why its a terrible idea to just wait to embrace content and inbound marketing. The
company that started writing 2 great blog articles a week 5 years ago is CRUSHING the
company that started writing 4 great articles a week 2 years ago. Although this may not sound
fair to some, its the facts. Just look around the web and youll start to see exactly how the
principal of compound information really works and is critical for any business.
So please consider this reality as you consider content/inbound marketing for your business. The
idea of waiting for a better time makes no sense. Start compounding your information today.
Start getting noticed by Google and consumers today. I can assure you that if you do decide to
Page 43
wait, your business will be sadly left behind by those businesses that were actually willing to see
the big picture and embrace the mind of the 21st century consumer
Page 44
Chapter 3: Content Marketing to Make

Millions
Why Content is the Greatest Sales Tool in the World Today
Blogging and content marketing work, right? Yeah, sure they can. If done properly, they can
create for your business one of the most dominant SEO campaigns on the web, thus driving tons
of traffic to your site that will hopefully end up in leads and ultimately sales.
But lets assume for just a few minutes here that blogging did nothing for SEO. Lets say it never
garnered your companys website any new traffic whatsoever. Would it still be worth it?? In
short, heres the answer: Youre dang right it would be worth it.
I hear companies talking about how blogging and content marketing can impact their bottom
line, but rarely do I speak with someone who understands the true vision and impact that a
continuous flow of content can have on an existing customer base, especially those that are
already in your sales funnel (existing leads).
For example, the other night I went on a sales appointment (for my swimming pool company) to
see a lady that Id met with two years ago but at the time decided not to purchase a
pool. Knowing this would be my second visit with her, I was determined not to let another
opportunity to slip through the cracks.
For about 45 minutes, I discussed with the lady what she was looking for and found out that she
had subscribed to my company blog during the time of our last meeting and thus had been
diligently researching swimming pools for over two years. In fact, because she was so loyal to
our blog she was as knowledgeable about pools as a first time buyer can possibly be. Thinking
everything was looking great, I gave the lady the total price asked for a deposit, and this is the
conversation that then ensued:
Lady: Well, I like your quote and your company but I just cant make a decision tonight.
Me: Why? (When it comes to sales, I prefer direct questions)
Lady: To be honest, I have another appointment with another company next week.
Me: Why?
Page 45
Lady: Because Ive been told youre supposed to get 2 or 3 quotes whenever you make a
purchase like this.
Me: Hmm, thats interesting. Who are you planning on meeting with?
Lady:<company X> (names are hidden to protect the innocent)
Me: Company X? Really? Well let me ask you this. Over the past two years, how many articles
of Company X have you read that taught you something about pools?
Lady: Uhhmm, well, none.
Me: And over the past two years, how many times has Company X bothered sending you any
information that showed they really and truly cared about your swimming pool experience,
regardless of whether you went with their company or not?
Lady: That would be none also.
Me: And over the past two years, who has sent you two emails every week so as to assure youre
continually learning and staying informed as to the happenings of the pool industry?
Lady: You have Marcus.
Me: Maam, where have you essentially learned everything you know about swimming pools?
Lady: (with a shameful smile at this point) Your blog Marcus.
Me: Then why in the world would you be getting another quote when you already know were
the right company for you?
Lady: I guess its silly, isnt it?
Me: Yep, sure is, crazy in fact, so go ahead and cancel that appointment and the deposit tonight
will be$250,000 (actually, it wasnt close to that but I figured 250k would sound much
cooler)....
Lady: (with a big smile) Sounds great.
When all was said and done and the kind lady had written me a check, she said she was thrilled
and relieved to finally be done with the process and have made a decision. But in my mind, there
was one reason why we were able to have the above conversation and subsequent agreement:
Page 46
Great content leads to even greater trust.

So think about this the next time youre debating on whether or not your company should be
blogging. Remember, whether you get huge SEO benefits or not, you should be producing great
content for those persons in your sales funnel that are still in the game but have yet to actually
pull the trigger and make that all-important buying decision. If you do this, I can assure you that
youll discover blogging and content to be the best sales tool in the world in this new information
age we are all a part of.
_________________________________________________________________________________________________________
5 Small Business Blogging Benefits Nobody is Talking About

OK, so weve all heard it by now: If you own a business, and if you want to truly have any web
marketing presence at all, you need to be blogging. With benefits like SEO, subscribers, and
inbound links; content marketing for small businesses can pay some serious dividends.
But today I want to focus on a few blogging benefits that very few, if any, are talking about on
the Internet. Lets take a look:
1. Page Views Equal Sales:

When I first started blogging for my swimming pool company two years ago, I had no idea of the
following benefit. Basically, after studying my analytics for a few months, I realized a very
fascinating statistic:
30 prospect pages views=80% closing ratio in sales appointments
In other words, if I could ensure that every prospect read at least 30 pages of my website before a
sales appointment, 4 out of every 5 appointments would end up as a sale. Think about that for a
second....Considering the average closing rate is around 15% in the swimming pool
industry, the fact that my company closes about 80%of those persons that read more than 30
pages of our site is a profound statistic. But in reality, it makes plenty of sense. Why? Because
great content leads to trust which in turn leads to sales. This is also why our closing rates for
prospects that read less than 30 pages of the website hovers around 40%,roughly half of that of
the content hungry customers.
But what would happen if my website was like most in the swimming pool industry and less than
20 total pages with very few great articles to teach and educate consumers? How would the trust
Page 47
be garnered then? Thats right, our closing rates would be average just like everyone elses.
So consider this stat with your companys blog. How many pages do your customers need to
read before they reach a tipping point and closing rates skyrocket? Just by knowing this little
bit of information your entire marketing and sales approach will be drastically improved.
2. Blog Articles Mean Better Emails

This one goes hand-in-hand with #1 but the majority of small businesses have terrible email
marketing campaigns with their customer-lead base. Sadly, most are boring, monotonous, and
stink when it comes to creativity. This is why I tell business owners and marketers that every
email should contain at least one, if not many, links to previous blog articles your company has
written. As customers are shown intriguing links to articles on your site, theyll be more inclined
to click said links and start the process of education, pages views, and trust building.
3. Forced Cognition
Ask anyone in sales who has a blog if their writing has increased their effectiveness and closing
rates and theyll tell you yes every time. The reason for this is simple. Blogging forces us to
constantly study, analyze, question, ponder, and test our products and services. This constant
activity leads to a depth and breadth of knowledge that empowers sales professionals to be
tremendous communicators.
4. Blogging can have a Tribal Effect on Staff

As human beings, we love to work on a team and strive for a common goal. Such is also true
with content marketing. When a company has two or more people that contribute blog posts, a
team feeling can be created amongst the group as everyone participates in the companys web
marketing and sales success. In turn, this teamwork leads to camaraderie, higher morale, and
better working relationships in general as everyone contributes.
5. Blogging will Lead to Other Income Opportunities

Here is the deal-Blogging, when done properly, will make you and your company very
attractive. Not only will it garner you many more visitors to your website, but it will also
leverage your company as a major player/force in your industry. As this happens, you will start
to receive outside offers from other businesses, vendors, etc. that will want to share in your
success.
Page 48
To give you an example, because my swimming pool blog is so successful, in the past 2 years
Ive been approached with franchise opportunities, speaking/consulting gigs, companies have
offered to buy us out, etc. Similar events are now happening on The Sales Lion as well.
When it comes down to it, people are attracted to winners. If your company has a great,
information-driven blog that influences your niche, you will clearly be seen as such-a
winner. Once this happens, just watch the opportunities role in.
That Ain't My Shtick...The Power of Knowing Who You Are

in Business
A few weeks ago, my business partners and I had the interesting experience of having 3
cameramen follow us around for a day as part of a documentary they were doing that would end
up being used as an education piece in college business schools across the country. The group
had read about us online and knew of our unique story, so they wanted to catch footage of all
aspects of the business-from installing pools to taking lead calls in the office.
During one of these lead calls in my office, as the cameraman stood over me and recorded, I had
a very interesting conversation with a prospect. Basically, the prospect had two major needs: He
wanted a pool large/deep enough for a diving board, but he also wanted a very large play area
with the pool (section of water less than 4 deep). After discussing these needs with him for
about 5 minutes and realizing they were a critical aspect of his buying decision, I told the
prospect the following:
Me: Well sir, to be completely honest, I dont think we have a swimming pool thats going to fit
your needs based on what youve told us.
Prospect: Really, why is that?
Me: Fiberglass pools do not get any larger than 16x40. What this means is that if you have a
diving pool, the first 1/3 of the pool, or about 13is going to be play area. The next 1/3 of the
pool is going to be a hard slope, which serves very little purpose. And the final 1/3 is going to be
a diving well (8 deep). Because youll only have 13as a play area, I dont think that will be
enough to make you happy.
Prospect: No, 13is not enough, whats our solution?
Me: Well, I think youre going to need a concrete pool in this case. They dont have size/shape
Page 49
limitations, and it sounds like what youre really going to need is an L-shaped pool-two unique
bodies of water, one being shallow and one being deep.
Prospect: But you all dont sell concrete pools, do you?
Me: No, we dont. But if youre really serious about your two major needs of play area and
diving area, thats the only solution I can offer you. Honestly, I just dont think were the
company for you.
Prospect: Well thanks for your honesty, I do appreciate it.
After I got off of the call, one of the cameramen looked at me mystified, and this was the
conversation that followed:
Cameraman: Are you telling me you turned down that guys business? I would never do that!
Me: Our product doesnt fit his needs, and Im not going to lie to the guy. He wants a large play
area and a large diving area in his pool. We simply cant offer that, and Im not going to pretend
we can.
Cameraman: Yeah, but selling is selling and you should still try to convince him that he should
go with your company.
Me: First of all, I am not dying for his business. We do inbound marketing, and because were so
dang good at it I get tons of leads every day. Im looking for great leads, not ones I have to
convince about our product. If I had met with this fellow at his home, two other concrete pool
guys would have come out and convinced him of what I just told him-our product isnt the
right fit, period.
Cameraman: Well Ive never turned down a job.
Me: Thats because of two reasons: Your marketing has never been that good and you really
dont know who you are. My product fits 80% of the marketplace. I dont worry about the other
20%. The fact is, I sell more because Im worried about less.
Cameraman: I think thats crazy.
Me: (laughing) Yeah, I may have thought the same until I really learned who I was and stopped
trying to please everyone else. The moment I did that, everything changed. You should try it
sometime.
Page 50
Im not sure if that phone call is going to be on the documentary, but if I was calling the shots, it
would be the first thing college students saw, as its that important. After being an entrepreneur
for over 10 years now, Ive come to this conclusion: Most people in business have no idea who
they really are.
For example, as Ive mentioned here before, when I started my pool company I offered vinyl
liner inground pools, fiberglass pools, above ground pools, retail, and many other items. Today,
10 years later, I do ONE thing-fiberglass pools. And because of that, our company is
nationally branded as the fiberglass pool company. Im not saying this to brag, thats just how it
is.
Blogging Identities and Shticks

I see many bloggers suffering from this same problem when it comes to branding and identity.
They try to make money in a handful of ways but they never become truly known in the
blogosphere for anything, and thats why they eventually give up.
For example, folks in the blogosphere know me as a guy with an incredible community that
passionately talks about inbound marketing and HubSpot. I dont spend a bunch of time trying to
act like I know all things web, social media, affiliate marketing, etc. Although I may be
interested in those things, they arent my shtick. But when it comes to inbound marketing and
blogging-oh yeah, thats me.
For example, last week I had two large companies contact me about what I would charge to
come out and speak to their organizations. Both requests were practically identical-they
wanted me to get their employees fired up about inbound marketing. These types of contacts are
starting to become very common, but theyre just a natural result of consistent branding, hard
work, and a sense of self.
So thats the challenge folks. Who are you? Whats your shtick? And do other people see you or
your business the same way you do? If you know these things, your ability to experience huge
success on and offline will be increased dramatically.
____________________________________________________________________________
5 Reasons You Should ALWAYS Talk about Product

Pricing and Costs on Your Company Website
I dont get it. Seriously, what is the deal with small business websites and their fear of talking
about the one thing that makes every transaction a reality? Yes, you guessed it, that one thing
Page 51
is MONEY.
Yep, the last I looked, if consumers and customers dont have money, they have a tough time
buying things (well, not including the housing market from 2001-2008). So, being that money is
so vital to the purchase of a product or service, why is everyone afraid of it?
Im guessing the answer is that they are afraid theyll end upturning-off a consumer, or possibly
scare them away. Personally, I think such a fear is crazy, bonkers, (fill in your own adjective
here). In fact, the first question a serious consumer will ask when they are considering the
purchase of a product is:
How much does it cost?

Notwithstanding this all-important inquiry, hundreds of thousands of companies dont even
begin to mention pricing on their websites....Hmmmmm, Houston, we have a problem.
Over the years Ive learned that being open and honest regarding pricing is fundamental to
success in sales and marketing. In fact, here are 5 reasons why you should always discuss
product costs on your website:
1. People want to know: Wow, now thats deep. But seriously, just like I mentioned above,
serious consumers know the Internet will give them the answers there are looking for if they
search long enough. And if they cant find them on your site, guess what happens? Yep, they go
check out your competitors site and look for the answers there. Remember, any question a
consumer asks about your product should be answered on your company blog/website.
2. Search Engines will give you LOVE: Thats right-big time love. Do yourself a favor and
go to Google and type in the phrase Fiberglass Pool Cost or How much does a fiberglass pool
cost. If you simply type these phrases in, or any similar phrase for that matter, my pool
companys website will come up 1 or 2 on search results every time.
This page has been #1on Google for about 2 years now and its all because I spoke extensively
on my website about fiberglass pool pricing before any other company in the world did.
Crazy...but true. As mentioned in the video below, this phrase has garnered me thousands and
thousands of dollars in sales.
3. Consumers will appreciate your honesty: Despite this nutty myth that consumers dont like
to talk about pricing, you will find that most potential clients greatly appreciate the fact that they
Page 52
were finally able to get great answers from you and your company. This gratitude leads to
respect which in-turn leads to trust...and ultimately leads to sales.
4. You will not waste time with unqualified customers: Because financing has become so
difficult these days, the idea of If they have a heartbeat we can get emcredit is deader than a
doornail. I dont know about you, but as a sales and marketing professional, Im not interested in
spending tons of time trying to sell a product to someone who cant even afford to buy said
product. Remember, our time is very valuable, and the quicker we can focus our relationships
and efforts on qualified candidates, the more successful well be...and the less rejection well
receive.
5. No Surprises: Have you ever talked with a client and after having given them your
price/quote/proposal they give you that, Oh my goodness, Im going to pass out look? If this
has ever happened, you and your website did a pretty poor job preparing them for what was
expected. This is also why I always send out at least one well-written pricing/cost article to
any lead that comes into my data base.
So please take this information to heart. If its not there already, get busy talking about pricing
on your website. Give the consumers what theyre looking for. Answer their questions. By so
doing I can assure you that you and your brand will take another step toward niche domination
and your bottom-line will benefit greatly.
___________________________________________________________________________
How to Come Up with 100 Blog Articles for Your Business

in 10 Minutes or Less
Content Creation-Studies have shown its the most difficult part of starting, and maintaining,
a successful blog for any business. Having written about 250 blog posts and articles over the past
year, Im stoked to share a system with you that has made the process of article creation simple,
fun, and extremely effective.
Although I could go into great detail as to the essential keys to unlimited blog ideas and articles
for your business, Im just going to give here 2 easy-to-follow and succinct strategies.
1. Write down on a sheet of paper EVERY question a prospect/customer has

ever asked you.
I know, you may think this sounds odd, but its an incredible strategy for helping marketers to
start to think like consumers and develop a long-tail keyword strategy at the same time. When
Page 53
you do this exercise, dont take the time to edit-just write, and write as fast as you can. If you
can have someone or a group of people brainstorm consumer questions with you, then even
better.
Once youve written down as many questions as possible (25 minimum or youre just either
being lazy or your brain is not working), you now have the actual blog titles for all of your
articles. For example, if you come up with 30 consumer questions, and you post 2 blogs every
week, that means you have roughly 3months worth of excellent blog articles.
Sound pretty simple? Well it is, its just that many people make out the process of content
creation much more difficult than it needs to be.
2. Focus on Negative Phrases consumers will ask when considering the

product
Not sure what negative phrases are? If not, its time to learn, because they are an essential key to
long-tail domination and will work wonders for your blogs organic search results.
Lets assume you sell concrete swimming pools. A few examples of negative articles would
be: Top 5 Consumer Complaints Regarding Concrete Swimming Pools; Top 5 Problems and
Solutions of Concrete Swimming Pools; What are the Pros and Cons of Concrete Swimming
Pools? Are Concrete Swimming Pools Bad? Read 5 Very Interesting Customer Reviews
Regarding Concrete Swimming Pools
Hopefully youre seeing my point here and how the pattern works. When I explain this pattern to
business owners, rarely do they understand it at first. In their minds, why would it do any good to
even mention the negatives of a product? Although I do see why this would initially be a
concern, you must remember these two keys: Consumers are going to search for these phrases
whether you like it or not. Thats what they do. By addressing a products supposed drawbacks,
problems, etc., you can actually beat your competitors to the punch and explain fully the good,
bad, and ugly of a product-thus lending you massive credibility and thwarting the efforts of
those that might talk down your product.
Hopefully you understand these two simple steps and will now apply them to your companys
content marketing campaign.
I can assure you as you follow these steps, you will be amazed at just how many new ideas and
articles come rushing to your mind. Not only will this prevent writers block and frustration, but
it will also lay the pattern to huge traffic results and respect from consumers and search engines
alike.
Page 54
_________________________________________________
7 Content Marketing Ideas that Will Blow Up Your Brand
and Business in 12 Months or Less -- Guaranteed
OK, weve heard all the phrases-Content is king, Content Rules, Content is
Everything..Yes, yes, yes, its true, no doubt. But the real question is no longer about just
producing content-its about writing stuff that truly teaches, inspires, and answers consumer
questions. And not only that, its about producing content that stands out-thats
opinionated-and makes the world (your industry) take notice.
So the obvious question is how? How can your business come up with article ideas that will
skyrocket your brand, garner web traffic, and also rock and roll when it comes to SEO (search
engine optimization)?
Thats what this article is all about. Having coached in the last year businesses from all walks
around the globe on this very subject, Im stoked to discuss today simple yet extremely unique
strategies that will not only give you stacks upon stacks of consumer and SEO friendly content,
but will also leave you thinking in no time (once you look at your websites analytics)-Wow,
how did this all happen??
7 Content Ideas that Will Forever Change Your Business

1. Pricing Articles
Im always amazed at how often Ill go to a companys website and they are afraid to discuss
pricing. Im telling you, this is just about the dumbest thing ever. For whatever reason, many
companies want to have customers meet with a sales person before that evil thing we call
pricing is ever brought up.
But think about it for a second-When youre interested in a product, whats the first thing you
look for when youre on someones site? Yep, thats right, you want to know how much the dang
thing costs. And if you cant find any pricing info? Thats right, you move on to the next site.
So if youre a business owner and youre not talking about product pricing on your website, then
get with the program, because youre not only losing business but it also appears as if youre
embarrassed about your own pricing. (Keep in mind here that you dont have to always give
Page 55
specific pricing per se. Ranges are fine, especially if your product or service varies in its cost.)
Just to give you an example of what Im talking about, type in fiberglass pool pricing in your
little Google box. In the first couple of places youll see this article that I wrote about 1 year ago.
And how many views has it gotten during this 12 month period? Well, to be exact, a decent
31,279 reads. Not too bad, eh?
2. Cost Articles
I know what youre thinking-Marcus, you just talked about this. Yes, I did, but in the eyes
of Google and their algorithm, I clearly did not. You see, when it comes to product pricing, there
is a large group of people that will type/search (lets assume your company sells widgets)
Widget Pricing or Prices on Widgets and then there is another group that will type in
Widget Costs or Costs of Widgets.
Are you seeing what Im saying here? When it comes to awesome content that gets major love
from the search engines you need to write articles that address exact phrases and words, not just
general ideas. This is very, very critical to understand if you want to be successful.
Just to shed further light on this, the most successful page on my pool website is far and away the
fiberglass pool cost page, which, in the last year alone has been read exactly 54,305 times. (And
no, Im not kidding).
So to reiterate what Im saying, the 2 most popular pages on my entire website both talk about
the exact same subject, but address two very, very different words-cost and price.
3. Vs. Articles
Whenever I meet with a new client, one of the first things I talk with them about is their
competing products and manufacturers. For example, lets assume that your company sells John
Deere lawnmowers. This being said, you are competing with handfuls of other lawn mower
manufacturers, which also means your potential customer base has to choose between said
manufacturers.
Lets assume someone came to your store and got a quote on John Deer X model. Then, after
going down the street or looking on the Internet, they get a quote on a Husqvarna Y model.
Being confused as to which is better, they go to Google for advice and type in John Deer X vs.
Husqvarna Y: Which is Better? If youve written an article on such a topic, and its good, there
Page 56
is a very good chance you could show up on the first page of Google for said results.
A perfect example of one Ive written is Fiberglass vs Concrete Pools: Which isBetter?. This
article alone has garnered 56 inbound links and has been read 8,652 times in the last 15 months.
4. Problems Articles
Whenever a person is looking to spend money on a product, one of the first things they do is seek
out the negatives or drawbacks to said product. For example, in the inground swimming pool
industry, there are 3 types of pools-concrete, vinyl, and fiberglass. And considering that many
builders like to blab all day long about the problems of the other products (types of pools),
consumers are constantly typing in Google problem oriented phrases.
To give a powerful example of this, my business partner Jason Hughes once wrote a landmark
article called Top 5 Fiberglass Pool Problems and Solutions. Because no one in our industry had
ever had the guts/marketing sense to write about such a topic, it immediately shot to the first
page of Google. And how has it done since? Well, in just over one year it has garnered 137
comments, 168 inbound links, and 25,589 views as of todays date.
Seriously folks, this is an amazing content strategy and you need to do it today.
5. Review Articles
I love review articles. So do consumers. But for whatever reason, companies are afraid to write
them. My question is this-We market and sell our products and services all day long, during
which time we are comparing said products/services with other companies, so why are we so
afraid to take these same thoughts and put them to pen?? Frankly, it makes no sense to me at all.
If you really want to see further what Im talking about here, just type in Google any phrase that
has to do with fiberglass pool reviews and youll see one of my articles show up on the first
page-every time.
6. Awards
Ahh yes, award articles. Man these work great! Here are a few Ive written over the past couple
of years with their corresponding stats:
4 Fiberglass Pool Manufacturers to Watch Out For in 2011: This article has garnered 118
Page 57
inbound links and 1544 views

Large Fiberglass Pool Design Awards For 2010 :1749 views to date
Small Inground Fiberglass Pool Design Awards For 2010: 54 inbound links and 6,886 views to
date
You may be asking yourself the question, What gives me the right to give out awards to
vendors/manufacturers in my industry? The answer is simple-You have an opinion. And
youre an expert in your field. So share it.
As you can see, the traffic and SEO juice is exceptional.
7. Gimmicks
Every industry has its gimmicks. I see it every day in the Internet marketing world, the
swimming pool industry, and the many other fields in which Ive assisted clients. It doesnt
matter the niche, theyre all the same, and there are going to be gimmicks, frauds, hacks,
whatever.
But the main question is this: What are you going to do about it? Are you going to just let it be
or are you going to nail your 95 Thesis to the church door and call them out? Yes, the latter will
garner positive and negative attention from those in your field, but in terms of marketing and
branding, theres no question the results will be well worth it.
Heres an example of a gimmick article Ive written before:
The Most Egregious Fiberglass Pool Warranty Ive Ever Seen
So there you have it folks, 7 content ideas that should get your creative juices flowing and if
followed through with, will have a huge impact on your companys brand, web traffic, and
bottom line. Yes, I know much of what you read above is a new way of thinking, but trust me, it
will work, and if you have further questions as to how, email me at [email protected]
and well make it happen together.
_____________________________________________________________________________
Page 58
How Brutally Honest Blogging(Teaching) will Skyrocket

Your Business to the Top of Your Industry
As Ive been stressing quite a bit lately, the giving of great content, especially by means of that
wonderful tool we call blogging, is the future key to the marketing success of any business or
niche. By moving from the industrial age to the information age, the minds and shopping
patterns of todays consumers are quite different than they were just a few short years ago. This
is why content marketing-i.e. blogging, is taking the world by storm.
But whats most interesting as I analyze businesses around the globe is that although most now
understand that they must teach and give great content to their consumer base, they really dont
know how to achieve such a task effectively. Yes, many companies are able to accurately portray
what makes their products wonderful and how consumers will benefit from said products, but the
truth is this method is only half of the equation. And whats the equation?
He who gives consumers the Good, the Bad, and the Ugly of a product will always be the
content king.
And for the sake of this article, I really want you to focus on the bad and ugly, as we all
pretty much understand how to talk and teach consumers about the good regarding our products
and services. Allow me to explain.
As an entrepreneur, my main business is in the swimming pool industry. Specifically, my
company specializes in installing fiberglass swimming pools. Each year, thousands and
thousands of consumers all over the United States and Canada go through the process of buying
an inground swimming pool. And for many of these people, the process is not an easy
one. Essentially, pool shoppers have to answer the following main questions: What type of pool
should I choose? (Concrete, Vinyl Liner, or Fiberglass) If Im going with fiberglass, which
manufacturer will best suite my needs? Which builder will I feel most comfortable with? Etc.,
etc., etc.
Such questions are applicable to any industry. When a consumer is in the buying process, they
will naturally ask many questions. These questions will lead to research, which is where the
whole paradigm of blogging and content marketing, showing the good, the bad, and the ugly,
comes into play. Turning back to swimming pools, let me explain how this is key.
Up Front Information
Often times I have customers that are debating between a fiberglass and concrete pool. These
same shoppers will typically get a quote from a fiberglass pool builder (like my company) and
Page 59
then theyll also go to a concrete pool builder. During this process, you can imagine a lot of
misinformation and product-bashing gets thrown around.
As we know all too well with sales, some supposed sales professionals will do or say anything
to sway a consumer to their way of thinking. In my case, concrete pool companies will often
point out to shoppers the possible problems, issues, and draw backs to owning a fiberglass
swimming pool. Some of their points are legitimate, and others are total bologna, but
notwithstanding it causes a consumer to be left trying to choose between the words of one sales
person versus another.
This is where proper blogging and content marketing comes into serious play.
Recognizing that consumers are going to hear all types of problems and myths regarding
fiberglass pools, my business partners and I set out over a year ago to beat our competitors to the
punch. In other words, unlike most pool companies that sit there and praise their type of
swimming pool hook or crook, weve elected to go the informative, non-biased route and teach
our customers all of the good, the bad, and the ugly that come with fiberglass swimming pools.
Literally, as far as Im aware, this is a paradigm that is not currently shared by a single company
in the swimming pool industry. (That is until everyone reads this blog tomorrow.)
But the flaw is not specific to the swimming pool industry; its prevalent in just about every
industry you can possibly imagine. Everyone is one-sided. Everyone is biased. And consumers,
frankly speaking, see right through the crapola.
Be Different
This is why the company in any industry that is not afraid to stand up and blog about the good,
the bad, and the ugly of their products will eventually gain the respect, admiration, and loyalty of
the consumer base.
For example, out of all the blogs my company has ever produced, (over 125 the past 12 months)
do you know what the two most popular articles are?
#1: Fiberglass Pool Prices: How Much is My Pool Really Going to Cost
#2: Top 5 Fiberglass Pool Problems and Solutions
Both have had thousands of views and with a little bit of analysis, its no wonder why these two
articles have done so very well for us. I attribute their success to 3 main reasons:
1. Most pool companies are scared to talk in-depth about pricing on their website. This strategy
Page 60
is the antithesis of true content marketing and is, for lack of a better term, dumb. This is
especially true for the problems article. Obviously, because businesses are so scared to even
mention the possibility their product might have some inherent flaws, they elect to only paint
pretty pictures, all-the-while doubting the consumers ability to see right through their biased
tendencies.
2. The first question a serious fiberglass pool shopper is going to ask is: How much does a
fiberglass pool cost?
3. The reason why the problems article is so prolific is because after a shopper talks to a
concrete pool sales person and hears about all the supposed issues with fiberglass pools, the first
thing they are going to do is attempt to verify the fact with Google.
This is why if you go on Google right now and type in fiberglass pool cost or fiberglass pool
problems, my companys site is going to show up number one. You see, when it comes down to
it, Google aint stupid. Their search engines, although sometimes slow, will eventually find the
best and most relevant search content. Such is their job and they are doing it better and better
with each passing day.
A Broken Paradigm
Recently I got into a debate with someone in my industry regarding my belief in giving
consumers the good and bad points to any product. Because this person is such an advocate for
fiberglass swimming pools, he thought it was a bad idea to even mention any of their flaws.
Sadly, his paradigm is shared by roughly 99% of small businesses out there. But this is why he is
wrong:
Consumers are getting better and better at searching online. So whether we (as biz owners and
marketers) want to accept it or not, they are going to find and learn about all the good and bad of
any product.
Because consumers will eventually find and learn about all sides, addressing a products issues
upfront versus acting like such problems dont exist is incredibly proactive and effective. Doing
it any other way just doesnt make any sense.
This is why he who paints the entire picture, instead of just part of it, will gain dominance in his
niche and/or industry. Just go to my blog on fiberglass pool problems and see how many
comments are under the article. Literally, there isnt a single blog article in the entire pool
industry that comes close to so many comments.
The Challenge
Page 61
So to those persons that think that such a strategy of utter honesty is a bad method for content
marketing and blogging, I seriously beg to differ and would ask you to reconsider your
antiquated methodology of thought.
To close, I just want to challenge all business owners to start seeing the world through their
customers eyes. Start writing for them. Their thoughts, concerns, questions, etc should be the
core of any business website and blog platform. Blog with brutal honesty. Be real. Be different.
Have some guts and give consumers answers to all the questions they want to hear. I can promise
you the results will be unbelievable.
6 Ways to Be a Blogging Rebel and Turn Your Industry

Upside Down
There is one rule Im 100% certain of when it comes to blogging, be it business or personal:
We all want to be noticed, seen, and respected.
Some folks act like they dont care about these three words but I honestly feel its a bunch of
bull. Why?
Because if we didnt really want to be seen we wouldnt have an online blog in the first place for
the entire world to see.
I freely admit that like everyone reading this, I want to be viewed as a thought-leader in my
field. (Why are we embarrassed to admit this btw??) Whether its swimming pools, inbound
marketing, blogging, etc-I want readers.
I want growth.
I want to spark discussion.
I want to force myself and everyone around me to take a stand.
(***Notice here I didnt say I want everyone to like me, but thats another point for another day.)
But again, Im by no means alone, were all in this boat together.
Despite our overall uniform desires of recognition (of some kind), well over 90% of us fail in
this endeavor. When it comes down to the brass tacks, our blogs lack the it: factor.
Notwithstanding all our hard work and efforts, we miss the mark. Were left out of the crme
Page 62
that rises to the top.

As I look around the world of business blogging today, and the saturation that is occurring at a
faster and faster rate within each industry, I wanted to offer my thoughts on how any of you
reading this can stand out from the crowd. How can you, despite the competition, stake your
blogs claim as one of the best in your business?
Lets talk about it..
1. Compare Like Mad
Some of you have read before how Ive discussed the power of vs. and comparison when it
comes to blogging. Without a doubt, this is still the most underutilized and untapped content tool
in the world of blogging today.
For example, when I started in the fiberglass pool industry, consumers kept asking me which
manufacturers were the best, and which ones I suggested they stay away from. (Similar to
someone saying, Which is better, Ford or Chevy?)
Upon hearing these same questions over and over again, I knew it was my duty as a content
marketer (and thought-leader) to put my opinions to pen. So I started writing. Just a few of the
articles were:
Viking Fiberglass Pools vs. Trilogy Pools Reviews/Ratings: Which is Better? (Results: 125
inbound links and 13,195 page views)
San Juan vs. Viking Pools Ratings/Reviews: Which is Better? (Results: 22 inbound links and
6050 page views)
Fiberglass Pools vs. Vinyl Liner Pools vs. Concrete Pools: An Honest Comparison (Results:
201 inbound links and 21,577 page views)
With each one of these articles (plus the many, many more Ive written), they all rank #1 on
Google for their respective key word phrases, and the reason for this SEO domination is very
simple: I was the only one writing them in the industry, and Google appreciates rebels that
arent afraid to write about what others arent willing to.
2. Dont Be Bullied by Dinosaurs
Page 63
I was about 30 years old when I started voicing my opinions online with respect to swimming
pools. Most of the leaders in my field were in the +45 crowd. This being said, I was attacked,
verbally, a lot. I was also sent letters from lawyers, a lot.
Before long, I realized an important truth: Many industry leaders and their lawyers are like the
big bully on the playground-If you stand up to them and even punch them in the face,
theyll likely run away and their true colors will come out.
Once I stopped caring about false threats and started realizing I was always within my rights (due
to the fact I was stating the truth), everything changed, and the amount of attention we received
as thought-leaders skyrocketed.
3. Question the Way It Has Always Been Done
Dont like the way things are done in your industry?
If so, then stop complaining and do something about it. Use the power of words or video to
change the status quo. Stand tall and tell everyone why you believe what you believe.
As an example of this, the warranties in the fiberglass swimming pool industry are ridiculous.
Full of tricky semantics, some are very, very misleading to consumers.
Seeing this problem, I posted an article entitled: The Most Egregious Fiberglass Pool
Warranty Ive Ever Seen, and to say this article got much attention and page views would be a
mild understatement.
Remember, this applies to every single niche, field, industry, etc., so dont feel youre the
exception to the rule.
4. Be The Drudge Report of Your Industry
Whether youre a republican or democrat, you have to respect what The Drudge Report has
done in terms of building its brand by breaking news and events.
So often on the web, timing is everything, which is why your blog should report on the latest
Page 64
events, as they happen, in your industry. If a major manufacturer makes an acquisition, talk
about it. If someone files bankruptcy, talk about it. If there is a significant innovation, talk about
it.
But remember, the timing to this is critical, so as you see things start to unfold, get to your
computer.
5. State the Best and Worst
Everyone loves Best of and Worst of Lists. Surprisingly, most industries dont have them.
Most folks refuse to write about them. Why? Because theyll get attacked, judged, criticized, etc.
Just ask Jade Craven who writes ProBloggers Bloggers to Watch List every year. Heck, Jade
doesnt even call them the best bloggers, she just calls them worth watching, yet the article
is still anticipated by thousands every year, discussed all around the Internet, and at the same
time criticized by many.
Again, this goes back to having an opinion about your industry and putting it out there. Write
your opinions down. Tell us why youve reached those opinions. And then stand by your claims.
6. Question Authority if You Feel Theyre Wrong
Whats the deal with people being afraid to question authority in their fields? I see this
everywhere and wonder sometimes if 99% of us have become the sheep that aimlessly follow the
shepherd without any rhyme or reason.
Here is a good rule of thumb my friends: If someone in your industry, especially a leader, says
something you dont agree with, then write about it.
Got me?
But there is a second part to this: Dont be a jerk. Dont call someone names. Dont question
motives. Just state your opposite opinion with class.
Page 65
Long Tail Keywords: The Greatest Key to SEO and

Business Blogging Success
Most small business blogs stink. Im sorry if that offends you. Fact is, its true. There are many
reasons for it, but none more important than what I want to briefly talk about and then show you
(via video) today.
A few months ago, I wrote a blog about long-tail keywords and what they are. Although I dont
want to go into too much depth here regarding this low hanging fruit of the World Wide Web,
suffices to say that long tail keywords consist of longer phrases (usually at least 3 words or
more) that Internet searches are entering in order to find more specific data regarding a particular
niche. Here is an example: Short Tail: Chicken; Medium Tail: Rotisserie Chicken; Long Tail:
How to Prepare Rotisserie Chicken
Because Internet users are becoming more and more adroit at searching and finding information
online, the floodgates are wide open for any businesses that is able to aggressively go after these
longer phrases and beat others to the punch.
This process of developing a killer small business blog and dominating your niche via the
long-tail is not as hard as it might sound, and in my opinion really only requires 3 essential
qualities:
1. Think Like a Homeowner.
2. Write Homeowner Friendly Blog Titles and Articles
3. Consistency in Post Frequency
Business owners and employees have a big problem when it comes to content marketing: they
often think like business owners and employees. You may snicker at this but its absolutely true.
The curse of knowledge can kill anyones ability to speak at the level of their audience.
In order to overcome this problem, the most important exercise a business owner or content
marketer can do for his or her blog is to sit down and write the 20 most prominent questions
consumers ask regarding his or her product. These questions formulate perfect titles for blog
articles and combined with solid content and regularity (post at least twice a week), a blogs
traffic will quickly skyrocket because of its consumer-centric appeal. If you havent ever done
this exercise, stop putting it off. It works.
Remember: Any question, and I really mean ANY, that a consumer asks regarding a
Page 66
product or service is worth writing about. And its the businesses that are most aware of
these questions that end up producing the best content for search engines and eventually
garnering the most viewers.
I can say this because my swimming pool blog is easily the most popular in its industry. Also,
our traffic is in the 99th percentile for swimming pool companies. So by simply going after
longer phrases with our blog articles (thinking like consumers), weve been able to bypass other
companies that are multi-million dollar operations. In fact, our traffic is so prolific throughout
the United States and Canada that Im now partnering up with consumer-lead services because
we get a mountain of leads outside of our consumer area and I just hate throwing them all away.
____________________________________________________________________________
Low Hanging Fruit, Long Tail Keywords, and How to

Dominate the Big Boys
Almost one year ago to the day, I, like most small businesses trying to break into the world of
Search Engine Optimization, felt like a man at the bottom of Mount Everest, looking up into the
clouds and wondering how I could possibly get to the top. And when I say top, I mean website
traffic, and lots of it.
I wanted to be the site other companies in my industry looked up to when they set their traffic
goals. I wanted to be the industry standard, the example, the hub of consumer
information...But the task was going to be difficult, and even worse, I was attempting to climb
a mountain for the first time.
As all my readers are well aware, I own (along w/ two partners) a fiberglass swimming pool
installation company. In terms of web traffic within this industry, fiberglass pool manufacturers
dominate. Why? Mainly because their Google page rank is so high with two simple phrases:
fiberglass pools and fiberglass pool. Those two words garner over 20,000 searches a month
on Google and therefore catapult the manufacturers to the top, with most builders like me
lagging way behind.
Why Small Biz Web Traffic Stinks

In fact, the majority of pool builders get very, very little web traffic. And when I say very little, I
mean between 10-20 unique visitors a day..if that. The reasons for this are many but the main
cause of the problem reverts back to poor SEO practices-As Ive mentioned ad nauseam on
this blog, most builders have awful websites. They dont offer the consumer remarkable content.
They dont teach. They dont inform. Essentially, the sites are glorified business cards.
But this problem within the swimming pool industry is no different than 90% of other small
Page 67
businesses around the world. Carpenters, plumbers, builders, electricians, home improvement
companies-they are all the same. When it comes to web traffic and web lead generation, they
stink. In fact, many of these companies depend on their suppliers and manufacturers to give them
all their leads. And if they aint getting leads from their manufacturers, they immediately turn to
Google Adwords and start throwing money their way. Needless to say, its a nasty cycle.
Less Dependency
Luckily, when I started this process about a year ago, I understood this cycle for what it was, and
I didnt want any part of it. In fact, if there is one thing I learned a long time ago in business its
the more a small business is dependent on others for lead creation and generation, the more
theyre in trouble. I didnt want to ever sit at my desk and wait for my pool manufacturer to send
me a lead. In fact, I wanted to beat them to the leads. Frankly, I wanted to beat all the
manufacturers to the leads. This is what my SEO quest has been all about.
As Ive mentioned before, this quest started with blogging. My initial blogging goals were
simple: I wanted to get on the first page with the words fiberglass pools and fiberglass pool.
After the first few articles though, I realized my positioning with those two words werent really
moving. In fact, the blog seemed to be a failure. I was bummed.
Common Sense Blogging

My experience was nothing unique though. Many bloggers, especially small biz bloggers, deal
with a sense of hopelessness at the beginning of blogging escapades. We live in a society of
results. And we want fast results at that. Unfortunately, blogs dont typically work that way. But
with lots of persistence mixed in with common sense, blogs can take any business SEO results
to new heights.
And what do I mean by common sense? I mean that you need to start blogging to answer
questions of consumers. Stop thinking like a business owner or marketer and start thinking just as
a consumer would. This is why you should make a list today of the top 20 questions a consumer
asks when they are considering the purchase of your product. These questions will form the
foundation of your Long-Tail Keyword strategy, or as I like to put it, your business
Low-Hanging Fruit.
Low Hanging (SEO) Fruit

The website Wisegeek gives a nice explanation of low-hanging fruit:
We have Mother Nature to thank for the expression low-hanging fruit. A fruit-bearing
Page 68
tree often contains some branches low enough for animals and humans to reach without
much effort. The fruit contained on these lower branches may be not be as ripe or
attractive as the fruit on higher limbs, but it is usually more abundant and easier to
harvest. From this we get the popular expression low hanging fruit, which generally
means selecting the easiest targets with the least amount of effort.
This concept of low-hanging fruit is the whole reason my companys blog eventually exploded.
Instead of worrying about more difficult keywords such as fiberglass pools, I started focusing
on questions/topics regarding fiberglass pools that consumers would be asking themselves and
therefore turning to Google for answers. In the world of SEO, these phrases are whats known as
Long Tail Keywords. There are also short and mid-tail keywords. An example of this would
be: Pools-Short Tail Fiberglass Pools-Mid Tail What are some sizes of fiberglass
pools? Long Tail
Do you see the difference? Obviously, long-tail keywords are much more targeted and specific,
which is what makes them so wonderful. Just look at it this way, which customer/lead would
you rather have, the person that found your website (Lets assume you sell and install cabinets)
by typing in Cabinets or the person that typed in the phrase How much do mahogany cabinets
cost installed? Im sure youd choose the second, as such a phrase would indicate the high
level of seriousness of the shopper.
The beauty of blogging is that you could easily write an article entitled, How Much do
Mahogany Cabinets Cost Installed? and I can practically guarantee it would quickly move to the
front page of Google for that keyword phrase, simply because the competition for such a word is
so low.
It Only Takes One Great Article

Let me give you an example from my business. My partner Jason once wrote an article entitled,
Top 5 Fiberglass Pool Problems and Solutions. Immediately, this article captured the first spot
on Google for many long-tail keyword phrases such as: Fiberglass Pool Problems,
Problems with Fiberglass Pools, and many others (Type a few in your search engine and see
what Im talking about).
And although such phrases might not register that high for monthly searches on Google, the blog
article has now been read over 5,000 times this past year. Think about that for a second...The
average pool builder gets about 5,000 visits a year on their website and this ONE article garnered
our website over 5,000 views alone! Now thats what I call some low-hanging fruit.
The Fiberglass Pool Problems article is just one example of many long-tail keyword phrases
weve written about since we started thinking like a consumer. This is also why, even though we
STILL are not on the first page of Google for Fiberglass Pools, our site traffic has now moved
well past every fiberglass pool manufacturer in our industry. While theyve been fighting over
Page 69
the attractive fruit that is higher in the tree, weve snatched as much of the low-hanging fruit off
of every branch we could find, and we now stand at the top of the traffic mountain that, just
under one year ago, seemed insurmountable.
Your Turn
Hopefully you can see just how simple a strategy this is. It doesnt require you to be an SEO
genius. And it doesnt require a bunch of money. In fact, it only requires 3 things: A business
blog
Write at least 2 articles a week
Start thinking and acting like a customer
Thats it. Thats all it takes. And I can promise you that if you do these things your sites traffic,
along with your companys leads and sales, will reach heights you never imagined possible.
____________________________________________________________________________
The Most Common Business Blogging and SEO Mistake in

the World
Over the past week, because of my guest post on Social Media Examiner and due to the
increased traffic here on The Sales Lion, Ive had the opportunity to look at 28 business blogs
that are doing their best to embrace this thing we call Content Marketing.
Yet out of these 28, Id say 26 are making the same mistake again and again and again. In fact,
because I keep writing the same diagnosis to business owners I figured I should start using my
brain and simply write a post on the subject.
It All Comes Down to Goals

But let me just cut to the chase by making this critical statement, one I earnestly hope you will
take to heart for your business blog from today forward:
If you dont have a keyword phrase goal for every blog post you ever write, youre missing
the boat.
Page 70
In other words, if I looked at your companys last 10 blog posts, from the title of the post alone
could I clearly tell what your target keyword goal was for that post??
Yep, thats the magical question, the one that 26 out of 28 blogs this past week clearly cannot
answer.
People constantly send me emails wondering why they are getting little traffic with their blog
posts. Usually, within seconds of looking at their writings, the problems jump off the page.
The Problem with Terrible Post Titles

Although there are some core SEO problems that most folks suffer from, terrible post titles takes
the cake again and again and again.
There is a little debate as to whether or not blog titles should be more witty (written to attract
readers) or more SEO oriented (written to attract the search engines).
I submit that its usually possible to achieve both, but for over 99% of all blogs in this world that
have very few subscribers, SEO in the title should be the first priority. The reason for this is
simple-SEO is the gift that keeps on giving. When you rank on the first page of Google for a
particular keyword phrase, the new business and customers that can come from that one post can
literally last for years to come. (Ive experienced this many, many times.)
This is why most folks need to quit with the witty titles that make no SEO sense and start
enriching said titles with a keyword phrase, preferably one of the long-tail.
For example, here is a really dumb blog title:
The Big Secret Your Pool Guy is Not Telling You
(As you might imagine, no one is typing in Google the keyword phrase big secrets from pool
guys.)
Now take the same blog post, and change the title to:
The Most Egregious Fiberglass Pool Warranty Ive Ever Seen
Page 71
The second title is not only keyword rich (fiberglass pool warranty), but its very attractive to
readers as well. (It also ranks on the first page of Google for the phrase, as its an article on my
swimming pool site.)
Real Life Examples: Can You Guess the Keyword Goals?

Let me show you some real life examples of what Im talking about here. Although I dont
always write titles for SEO here on The Sales Lion, many do have a keyword goal. With my
swimming pool company, EVERY article has a keyword goal.(Remember** Because I have so
many subscribers here on TSL and its more of a social niche, I can have more of a mix. With
swimming pools not being a social niche, its all about the SEO). Im going to show you a blog
post, and see if you can guess what the targeted keyword phrases were with each (before I tell
you the answer below each image).
Keyword Goals: HubSpot Reviews (#3 on Google Currently), HubSpot Customer Reviews
(#5 Google Currently)
Page 72
Keyword Goals: Blog Headers (#3 on Google Currently) Best Blog Headers (#3 Google)
Blog Headers Designs (#2 Google)
Keyword Goals: Small Business Video Marketing Tips (Currently #1 on Google)
Page 73
Keyword Goals: Fiberglass Swimming Pool Problems (#1 Google), Fiberglass Pool
Problems (#1 Google)
Keyword Goals: Inbound Pool Cost (#3 Google), Above Ground Pool Cost (#3 Google),
How much do Inground Pools Cost? (#1 Google), How much do above ground pools cost?
(#1 Google)
State Your Keyword Goals and Watch the Results Follow

Hopefully, as you looked at each one of these blog titles, the keyword goal(s) of each became
immediately obvious. This is exactly how it should be for your company blog. Remember, the
key is that you always have a clear goal. Once you establish this one little habit, youll notice
Page 74
your organic search visit traffic will start to go up and youll rank for more and more keywords
with each post.
5 Small Business Blogging Myths Most Experts Dont

Understand
Weve all heard them-the dos and donts of blogging. The secrets that will take your
personal or company blog to new heights of greatness or, if done poorly, valleys of traffic
despair. And although much of what is taught as general rule in the public forum is good, small
businesses must come to understand certain myths that surround this sometimes rewarding and
other times frustrating animal we call content marketing and blogging.
So lets just get right to it. I wanted to take the time today to discuss what 2 years of blogging for
various businesses has taught me and hopefully it will inspire some of you to possibly take your
blog and company website to new heights in 2011. Here goes:
Top 5 Small Business Blogging Myths

1. Guest Posting is the Key to Success and a Larger Audience
Ahh yes, the lovely concept of guest posting. Let me just say here Im a huge fan of guest
posting. In certain applications, its awesome. But frankly, there are simply some industries
where its not worth a rip.
As an example, in two weeks Ill be guest posting on the extremely popular blog Men with
Pens. Because the blog has a huge following of people that are passionate about writing and
blogging, its the perfect fit, and will surely garner my site hundreds of visitors and many
subscribers that otherwise would not have ever taken a trip over here to The Sales Lion.
But lets switch gears for a second. Another blog I write teaches people the ins and outs of
inground swimming pools. When I started blogging in the swimming pool industry 2 years ago,
guess how many companies actually understood what true blogging/content marketing was? If
you guess ZERO, youre about right. Yeah, sure there were some decent websites out there, but
none were based on Web 2.0 principles. In other words, I couldnt have done a guest post if I
wanted to, and if I had, it wouldnt have been read by anyone nor garnered me any additional
traffic.
Page 75
So it really comes down to your niche. Chances are though, if its a blue collar niche youre in
there are likely very few successful content marketers (which is good).
2. SEO is Difficult to Achieve
Again, this depends on the niche. Most people want to simply blanket search engine optimization
as a difficult strategy only accomplished through the strategic use of keywords and a mountain of
anchor text links coming back to ones site.
The reality is that most industries are still up for the taking when it comes to garnering web
traffic through the search engines. Why? Because there just arent many smart content marketers
out there that are speaking consumer: speak versus nerd speak.
Going back to my swimming pool blog, over the past 2 years I havent spent one second on guest
posting, link building, or anything of that nature. What I have done though is write articles that
answer specific consumer questions, exactly as the consumer would understand and read them.
The strategy has paid some major dividends and is why its the #1 swimming pool blog in the
world today.
3. Commenting on Other Blogs Is/Is Not Important
Notice how I said here Is/Is not important. Thats because depending on who you talk to,
commenting on other blogs is either a great traffic building strategy or a waste of time. Well
ladies and gentlemen, again this one comes down to your niche and industry (notice a common
theme?). For example, the self-improvement/blogging/SEO industry is full of people that read
various blogs. And because they are such avid blog readers, the more a writer can be seen in the
public as participating in the conversation the more chance they have of gaining fans and
followers. In fact, the biggest mistake I made on this blog in its first 6 months was the fact that I
did not understand this critical concept and rarely commented on other blogs.
But the reality is that I only did this based on what Id learned in the swimming pool industry.
When I started The Sales Lion I figured Id garner enough traffic by giving readers great content
that was keyword (SEO) related. But within a few months I realized that some industries are
really dang competitive, whereas others are not. Although I could gain a huge following on my
pool blog by simply producing great content, I had to learn Twitter, networking, commenting, etc
in order to make The Sales Lion a success.
4. RSS is Used by Everyone
Page 76
Im shocked at how many bloggers in the web/blogging/SEO industry do not have Subscribe
by Email buttons on their site. The reason for this is simple-Bloggers are suffering from the
curse of knowledge and assuming that everyone knows what an RSS feeder is, which is nuts.
To give a better example of this, on my swimming pool blog 90% of the subscribers are through
email, and only 10% are with RSS. Compare that to The Sales Lion where the exact opposite is
true-80% RSS and about 20% email.
My point here is that consumers make an industry and niche what it is. With many older,
non-technical folks in their 50s, the swimming pool industry will be mainly email subscription
based for at least another 5-10 years until RSS crosses over to more non-technical households.
5. Blogging is a Waste of Time for Location-Based Businesses
This one really gets me going. You see, there are some people that feel content
marketing/blogging is a waste for a small business that has a finite area of coverage. To be
completely frank, whoever makes such a statement is a total idiot and has no idea what theyre
talking about.
My swimming pool company only builds pools in Virginia and Maryland, yet we write a blog
that teaches the entire world about our product and industry. Because of this, many people have
asked me in the past why I focus on getting all that traffic even though a large portion of the
visitors are not in my area. There are many answers for this question, but the main 2 are this:
Blogs arent just about producing search engine traffic. They teach, build trust, and ultimately
earn sales with existing customers and persons in your sales funnel. Out of 500 visitors that come
to my site, if only 30 are in my area but came to the site because of a search engine query
stemming from my blog, it was more than worth it, as those 30 visitors never would have found
me otherwise.
Although I could go on and on about this subject Im sure youve picked up on the theme of this
article. Every industry, and therefore every blog, is different. And because they are different,
there isnt a one size fits all approach to generating traffic and sales. The key is constant
action, experimentation, and the ability to adjust as the times dictate.
Page 77
10,862 Comments Later, I Realize Blog Comments are NOT

a Business Model
I had a very interesting conversation with my friend and John Falchetto last week that centered
around blog comments. In our discussion, John posed to me a very simple question:
Marcus, of all the comments on your blog, how many of the people turned out to be actual
customers?
Hmmm, I thought I really dont think anyone that has commented on TSL has ever turned
into a paying customer. Some customers have turned into commenters after being a client, but
not the other way around.
Exactly, said John, Me neither.
Think about that for a second: Over 10,000 comments and not a single customer.
A Clear Understanding of Goals

You see, what started this conversation with John was my inquiry into his blogging schedule,
and the fact that he is now writing a post just about every day, more than double his previous
posting schedule. In a nutshell, here are the results:
1. Less comments per post (about half of what he used to get, sometimes less)
2. More traffic
3. More paying clients
In fact, John came right out and said what Ive been feeling for the past few months:
I really dont care about the number of comments on my posts anymore. Im trying to reach my
goals. Thats my focus. And comments dont fall under my goals. If they come, then great, if not,
thats OK.
Page 78
Powerful stuff, wouldnt you agree?
Living and Dying By the Comments of Others

When I first started writing here on TSL in November of 2009, I lived and died by comments. I
almost passed out with the first one I ever got. Then, the first time I got 10 on a post I almost
cried. Next, when I reached 50 comments for the first time I thought my life was complete.
When I passed 100 comments on a post the first time I felt a sense of joy that was unbelievable.
And finally, when I passed 400 comments on a post, I thought I had died and gone to bloggers
heaven. (I know, sounds pretty shallow, but thats where I was at the time, and I think many
other people, if theyre being honest with themselves, would relate.)
But then something happened. Time went by. The weeks rolled on. The comments just kept on
mounting with each and every post.
And oddly, as the comments grew, my sense of joy that came with each declined.
Blogging Maturity
Now dont get me wrong here friends. This isnt one of those, Please stop commenting on my
blog posts. To this day, I invite comments on every post. I appreciate every one I get from
readers. I take them seriously and know the relationships formed through them can clearly
lead to tremendous opportunities. I also find them inspiring, enjoyable, and well worth the
hours and hours I have spent in responding to each.
But Ive also reached a point in my blogging maturity (I guess thats what well call it) where I
dont feel validated anymore purely based on comment numbers. In fact, this is now how I judge
the success of a blog post:
1. How many personal emails do I get after someone has read the article?
2. What were others moved to do (actions taken) from reading the article?
3. How many speaking/consulting inquiries do I get from an article?
Do you see the difference?
Page 79
Take last Thursdays post for example. It wasnt about blogging, or even so much about
business, but more about personal development, a topic I love but dont discuss a ton here on
TSL.
Looking at that article, youll see that it only got around 60 or so comments, a low number based
on TSL averages. But at the same time, within 30 minutes after that post had went out to email
subscribers, Id received 5 personal emails from readers saying how much they appreciated the
post. And of these 5 people, all rarely if ever comment on the blog here.
In other words, that post induced enough emotion for the lurkers (those that dont typically
comment on a blog but actually make up about 95% or more of the audience) to take action and
send an email. For me, that defines success in a major way, because I want my writings to induce
not just thought, but action.
Is Your Need for Comments Hindering Your Business Growth?

I wonder how many folks out there are actually hurting their bottom line because they are too
focused on blog comments and not focused enough on effective business principles. Or look at it
in this way: Are you writing for the 1% that leave comments or the 99% that are silent in the
background?
For example, it would have been easy for John Falchetto, if he were so wrapped up in number of
comments per post, to shy away from increasing frequency, as he knew comment averages
would obviously go down.
But because he now has a clearer vision of what we wants, and the best way to get there, he was
able to not allow such a questionable metric to affect him.
Ive heard many A-list bloggers state a similar point: Posting every day, although it may not
lead to more comments, leads to more subscribers, profits, etc.
Am I saying with this that you should post every day?
No, of course not. Personally, I cant imagine myself posting every day, it honestly, at least at
this point, doesnt interest me at all.
Page 80
Looking Elsewhere for Validation

But what I am saying is that our need for comment validation and our search for big
numbers should never get in the way of our ability to meet the other goals weve set as
bloggers.
For some of you, those goals may be many, with financial gain being a center component.
For others, commenting and discussion may be your only goals. Thats great too.
But know thy self. Know thy goals.
And then do whatever it takes to make those goals and dreams a reality.
How Long Does It Truly Take For A Business Blog To Grow

and Content Marketing to work?
Over the past year Ive talked to hundreds of business owners and bloggers about success in this
field, and inevitably everyone asks the exact same derivative of this question within the first
10minutes of conversation:
OK, assuming we do all of this stuff, how long with it take for our blog to grow, produce
results, and make sales?
Ahhh yes, a dang good question indeed.
Despite what any SEO hack might tell you, the only answer to this question is, It all
depends.
And possibly more than anything, it depends on a very important indicator that I like to call
CSI, or otherwise stated, and industrys Content Saturation Index.
To make CSI easy to understand, it works like this-The more content an industry/niche has
Page 81
written about it, the harder it is for a blog to make headway and find success in that field.
And when an industry has very little online content available to the masses, it can often be
gobbled up within almost no time at all.
Let me give you an example of both extremes.
River Pools and Spas: Skyrocketing to Success Through Content

In March of 2009, I started blogging for my swimming pool company. At the time, less than 20%
of our website traffic was organic (free through search). The rest came from PPC (Pay Per
Click) and direct. Within 6 months, and after blogging 2-3 times a week, there was a
significant shift in our numbers and the organic traffic started to grow dramatically. It was also
during this time we started to experience more leads and sales because of this new found traffic.
Within 18 months, the blog had elevated the website to an elite status in the swimming pool
industry. By now, the long-tail keyword campaigns were paying huge dividends. Within hours of
writing an article with specific keyword goals, we were showing up on the first page of Google.
This success also enabled us to cut all of our old-school advertising and go100% all-in with
blogging/content marketing.
But keep in mind, all of this would not have been possible had the CSI of the swimming pool
industry not been so low. In other words, because so many pool guys had zero interest in
producing great content on their websites to teach the masses, it left a field wide open for
someone like me to come in and have a complete harvest. (Note** I still had to be strategic and
smart in terms of topics, SEO, etc.)
Page 82
And believe it or not, to this day there are many, many industries (especially blue-collar fields)
that greatly lack content on the web, and are just waiting for someone (like YOU) to come along
and take the bull by the horns and quickly rise to the top.
The Sales Lion: A Slow Rise to Success

On the reverse side of the coin, lets take a look at The Sales Lion.
In a field focused on blogging, marketing, and business tips, you can imagine just how much
content is currently out there. The amount of folks writing about this stuff is growing by the day,
which is one reason why so many bloggers and businesses struggle to stand out in the fields of
marketing, self-improvement, sales, etc.
I started The Sales Lion in November of 2009. At the time, I naturally figured Id just walk right
in, just as Id done in the swimming pool industry, and dominate.
Boy was I wrong.
For the first year, this blog grew very little. In fact, it really wasnt until I woke up and started
working much harder on my networking that things finally picked up around the beginning of
2011. Luckily for me, I wasnt dependent on The Sales Lion to pay my bills during this time
period, otherwise I would have gone broke.
But by midway 2011, two very important things started happening:
1. Companies started contacting me for inbound/content marketing help.
2. Conferences started contacting me to speak at their events.
Finally, after almost 20 months of diligently blogging 2-3 times per week, the Law of
Momentum had started to work its magic. The relationships built were paying off. Organic
search was actually growing. And a business was starting to form and take shape.
Page 83
But explaining why things took so much longer to happen for The Sales Lion is again because of
the content saturation index being so very, very high in this industry.
And whenever this occurs, solid content is usually not enough to get a blog going. In fact, as Ive
stated on other occasions, beyond networking Id strongly suggest bloggers embrace these two
core skill-sets:
1. Learning how to write articles for SEO, especially when it comes to proper blog titles.
2. Learn to be a blogging rebel in your industry. Talk about stuff no one else is willing to talk
about.
No matter what an industrys CSI is, if these two needs are not met as well, a blog will likely
experience little success.
Yes, But How Long Will it Take??

Before I close this little post, I know some of you still are wondering what the average amount of
time is needed for a business blog to show an increase in web traffic, leads, and sales. And
although there are countless factors that go into this question, I would say the average for most
companies, who intelligently blog at least 2-3 times per week, is 6-12 months.
Again, thats an average, but it seems to be the most common number after tracking the success
of my clients and other companies over the past 2 years.
Despite this average though, short term results are absolutely possible as well. For example, you
could write a blog post today (your first one even) that ranks well for a particular keyword
phrase tomorrow, which then leads to a web visitor that same day, who then fills out a form on
your website, who then becomes a customer a few days later.
Not only have I seen this scenario many times with both my companies, but every business Ive
worked with that has truly embraced a culture of consistent content marketing has experienced
Page 84
the same as well.
The Bottom Line

All this being said, really the most important aspect to the question of How long will it take?
comes down to actually getting started and doing something. Unless you start producing
content and pushing it out there to the masses, youll never know about time, be it short or long
term.
But this much is for certain-You need to start. And if you do, and do it well, the rest will fall
into place.
Why Community is NOT the Holy Grail of Blogging and

Online Success
Many of you read an article I wrote entitled 10,862 Comments Later, I Realize Blog Comments
Are NOT a Business Model. At the time, the article certainly got a lot of comments and
interaction.
Some understood it.
Others completely missed the mark.
But todays post is a harder and deeper look at a subject that affects each and every one of
us-the misunderstood concept that is Online Community.
Yep, Lets Talk Money

As you can tell from the title of this post, today were going to talk about money.
The reason for this is simple: Businesses dont exist without money.
I think this statement is one of the most forgotten truths when discussing the subject of online
business success.
Page 85
Again, nothing happens in business without money.

If your business makes enough of it, you smile and turn a profit.
If your business doesnt have enough to pay your bills, and the creditors are after you, and you
cant make payroll..well then life stinks.
I should know- been there, done that.
Bloggers Denial
Let me give you an example and then to my point.
A few months ago , while I was attending BlogWorld and grabbing a bite to eat, I happened to
see a lady sitting alone at a small table and being that I was looking to meet someone new, plus
the fact that all the tables were taken, I asked her if I could join her and she happily obliged.
We proceeded to have a very pleasant conversation about her blog, her large community, the
high level of engagement, etc.
Upon hearing all this, I told her that I thought community was great, but blog comments, in and
of themselves, were not a business model nor a strong success indicator.
The lady disagreed with me but as we continued our discussion, it came out that her blog was
clearly not making enough money .
In other words, she couldnt pay her bills and was very, very concerned.
Although her blog appeared successful, there was a reality check happening beyond what was
showing in the community.
In many ways, this very kind lady was wrapped up in a belief that is killing the success of many,
many bloggers and businesses today-that community means profits.
Page 86
Nope.
Not even close.
Make the Choice

Now for those of you who legitimately dont care for one second if your blog ever makes a dime,
please understand this doesnt apply to you.
But for the large majority that are doing their best through blogging, content marketing, and
inbound marketing to make a living, Id ask you to consider this question:
Would you rather have a thriving online community or a thriving bank account?
And no, youre not allowed to say both.
Yes, of course the ideal answer is both, but in this case, lets just pretend youve got to make a
choice.
Whats the answer going to be?
I submit that too many bloggers are worried more about offending their community than
actually leveraging said community to turn a profit.
Again, we can love our communities to death and have the greatest intentions in the world, but if
we cant pay the bills, its all for naught.
Focusing on What Matters

Someone recently told me they didnt like my opt-in box on the homepage of my site because it
was too pushy, and that others in the community probably didnt like it either. But considering
the incredible amount of eBook downloads that form generates every day, plus the fact so many
of those same readers turn into actual consulting and HubSpot customers of mine, I really dont
care if a few people are offended with the box.
Page 87
Again, its about priorities, and paying customers are #1. Because you cant always please
every reader you have with every decision you make, sometimes youve simply got to choose the
one that leads to the greater good.
You see, I dont think many folks online would ever make such statements, as community is
viewed by most as the Holy Grail of the blogosphere.
And although community is very, very important, it is not the Holy Grail.
What is? Happy Customers +Profits = Business success
Now that is the Holy Grail.
And if it happens by way of an amazing blogging community, then great..wonderful. In fact,
when a blog/business finds a way to better monetize their community and give great value in the
process, then believe it or not the community itself grows stronger. (As noted by the 100+ emails
I got last week alone from people that read my newsletter yet dont actively comment on my
blog.)
But if a blogger or business owner loses track of this extreme priority, then we have a serious
problem.
This Aint the Field of Dreams

Blogging for business is not like the movie Field of Dreams. Sure, If you build it, they will
come is a start, but there needs to be a few more words attached to the end of this statement to
make it applicable to our industry: And once they come, know how to make enough of them
happy and paying customers.
So before your business starts focusing too much on the number of Facebook likes, tweets, silly
Alexa rankings, massive amounts of blog comments, or even frivolous Klout scores...please
remember the one thing that we all must have first and foremost on our minds-Financial
Peace.
_____________________________________________________________________________
Page 88
The Ultimate 11-Step Plan to Launching a Successful

Business Blog in 6 Months or Less
As I sit in a plane and return home from what was another amazing Content Marketing
Workshop experience I had with a Salt Lake City company yesterday, I wanted to discuss a subject
that seems to vex so many businesses when it comes to establishing a blog and content marketing
plan that not only work, but work fast in terms of building a company's brand, increasing leads,
and elevating sales.
The following system is one that I've been using over the last year with tremendous results and has
been further refined with each client, including 3 that I've launched over the last 30 days. Although
the system is best set up for companies with 5 or more employees (I've done this with companies
from 5-200 employees thus far), the principles herein absolutely apply to solopreneurs and small
partnerships as well. Here goes...
The 11 Step Plan to Creating a Prolific Blog and Culture of Content Marketing
1. Management Buy-In
I know, this can be a toughy. So much so, it's the #1 complaint I've been getting from marketing
renegades and it's also something I've written quite a bit about in the past.
But when it comes down to it, unless management is REALLY onboard with creating consistently
great content and "gets it," you're blog and social media efforts will likely fail. I say this out of
much experience because with my individual clients, there is an extremely high correlation
between management buy in/involvement and the rate of content marketing success.
2. The "Why" Workshop
You've seen me write about this in the past but more than ever I feel incredibly strong about what
I call the "Why" Workshop. Centered upon Simon Sinek's principle of using the Golden
Circle to establish a deep-rooted culture within organizations, a "Why" Workshop for Content
Marketing addresses 3 major questions when it comes to Content Marketing/Social Media:
1. What is it?
2. How's it done in a way that gets results?
3. Why are we really doing this? (From an individual and company perspective)
I'm going to be writing more and more about how Chief Marketing Officers can do these in-house
workshops themselves, but I can tell you that if done properly the results are profound and lasting,
and about 1000x more effective than a CMO or management member sending out an email to all
employees saying: "Blogging and social media will help our company, which is why we are asking
everyone to write blog articles going forward."
Page 89
If you're looking to doom your company's content marketing before it ever even gets going, just
send out one of these letters and wait for the flurry of articles to hit your inbox the next day. ;-)
Oh, and one other thing about the "Why" Workshop-- When management tells everyone to stop
what they're doing and then takes the time to bring as many employees together as possible in a
setting to learn the what, how, and why of content marketing--employees sense what is getting
ready to occur is more than "just another program."
3. Everyone participates in content brainstorm
I love this activity and it's one that I've seen work incredibly well many, many times. Without
going into too much detail, this is what I suggest:
1. Divide employees into groups. Depending on the number of participants, groups of 5-10
employees tend to work best.
2. Assign 1 or 2 members of each group to be scribes/recorders.
3. Tell groups their task is to come up with as many consumer/client questions as possible in
10 minutes. Whoever has the most questions written down at the end, wins.
(Note*** When I say "consumer question," I mean any question a consumer would type
into a search engine assuming they had a problem/need and were looking for an answer.)
Although this activity may sound a little silly to those that have never watched it in action, I can
assure you it's amazing. By the end, employees are starting to catch the vision of how consumers
think, how easy it is to come up with content ideas, and the power of synergy when all employees
are "content producers" of one shape or form.
And to give you a feel for what to expect, most small groups will typically render a minimum of
20 questions for every 5 minutes of brainstorming. Going forward, these questions will now be
the titles of all your future blog posts.
4. Individuals Brainstorm
After the initial "Why" Workshop, when content ideas are freshon everyone's mind, I suggest that
each employee in the group is given the task of coming up with 20 additional consumer/client
questions on their own. This can be done during the workshop itself or as an assignment for that
day, but to give you an idea of how effective it is, my client from earlier this week had about a
dozen or so employees do further brainstorming the day of our workshop and they were able to
come up with about 300 unique questions-- well over a year's worth of blog posts and easily
enough content to skyrocket their brand and business once it's written and posted.
5. CCO selection, Management Editor assigned, No Bottlenecks Allowed
This is one step that can't be missed. Depending on the size of your organization, someone is going
to need to fill the role as CCO, or Chief Content Officer. The scope of this position (and name for
that matter) is incredibly flexible based on need, but the key point to remember is that someone
Page 90
needs to be in place to plan, assign, edit, and upload all content to the company blog. If these
duties are too far spread out, then failure is almost always inevitable. Ultimately, one person
MUST be responsible.
Along these same lines, there is usually one person within management that does a review of every
article before they are posted onto the blog. Again, this might be the CCO or it may be someone
else, but the essential element here is that the person is NOT a bottleneck and is able to read and
approve/edit the articles very quickly.
6. Editorial Calendar Written, Names and Dates Assigned
Once the consumer questions/content ideas are listed, the next step is to assign a name and date to
each one of the articles. Be careful not to get too caught up in this step (over-analyzing who would
be the best writer for what), which I've seen happen a few times. Generally speaking, if an
employee came up with an article idea, there is a good chance they're the perfect candidate to write
the content for said post.
7. Better Analytics
As I've talked about many times, HubSpot takes analytics and ROI to a whole new level.
As I've talked about in this article, tracking the ROI (Return on Investment) of our content
marketing and blogging efforts is of HUGE importance. Furthermore, Google Analytics is not
enough, as it doesn't track names of people (folks that have filled out lead forms on your site), how
they arrived on the site, what pages they went to, etc. And if youre truly going to be great with any
Page 91
type of blog, better analytics are a part of the deal, whether people want to accept this or not. It is
for this reason that I require all my clients to use HubSpot as its the best overall software Ive
personally seen on the market for inbound and content marketing.
8.The Initial Content Burst
After you have brainstormed all your consumer questions and assigned your dates and authors, its
a great idea, when possible, to launch a strong foundation of content at the beginning of your blog.
In some cases, because of the lack of manpower, you may only be able to post one single article at
first, which is fine. But if you have multiple contributors, Id recommend 5-15 initial posts out of
the gate. Notwithstanding, do not delay the launch of your companys blog just to stockpile large
amounts of content for the launch. Get it out there!
9. Email and Assignment Selling Implementation
Im not going to dive into Assignment Selling here because Ive done it in other articles, but its
critical that as soon as a blog launches the employees, especially those in sales, start integrating the
blog content, be it articles or videos, into the sales process. This is also why I feel every email a
sales person sends out to a prospect or client should include at least some content within it so as to
help that individual move along in the sales process.
10. Bi-monthly Newsletter
If a company is going to form a great blogging/content marketing culture, there needs to be
something that keeps everyone aware and informed of the happenings, victories, etc. When done
right, a companys content marketing newsletter should include:
Articles written and authors of each

Articles that ranked for keywords
Positive comments from readers about content
Leads generated from content
Sales generated from content
Success stories of sales department using the blog articles/content to get better results
11. Management Praise

Did you notice what this 11-point plan started and stopped with? Yep, thats right, management.
As you already likely know, their importance in all of this working cannot be overstated. And
when employees are putting their thoughts out there and helping with the company blog, a few
words of direct praise from management can go a long way in making the blog and content
marketing campaign a huge success.
Page 92
Why the Greatest Content Marketing Companies Start and

Stop with CEO and Management Involvement
Whether or not you feel trickle-down economics work well in national government, there is no
question of their incredible importance when it comes to content marketing success for businesses
large and small. In fact, Ill just toss this one out there for a second:
If your company CEO and/or management team do not fully embrace content marketing, your
efforts to find massive success online and have a cultural transformation will very likely fail.
Yeah, sure there are outliers in every realm. And yes, there will be renegades that do amazing
things despite the lack of buy-in from leadership.
But the more I seek to help companies go big or go home with building their digital brand and
business through content marketing, the more I realize nothing great happens without full buy-in
from the top dogs.
Why?
Because success in this business doesnt happen overnight.
Content marketing isnt a chia-petwater today, a vine jungle tomorrow.
Rather, it follows the principle of the Law of the Harvest.
The field must be prepared.

The seed must be planted.
The beginnings of life must be continually watered and nourished.
The crop must be protected.
And the harvest eventually comes.
For some businesses, like my pool company, this success can happen quickly.
For others, like those in deeply competitive industries, success may be slower to appear.
But done right, it comeswithout fail.
Doing It Right
I think about my clients a lot.
Page 93
Some are doing very well. Im not just talking about small gains either. Im talking about millions
of dollars in sales and impact.
Ive got other clients that struggle. For whatever reason, roadblock after roadblock seem to appear
with their content marketing efforts.
There is never enough time.

The employees are too busy.
The website isnt right.
On and on and on.
But the funny thing about this is the fact that companies who have top buy-in never seem to be
stifled with these same obstacles.
And when I say buy-in Im not just talking about a CEO who is generally aware of whats going
on.
Rather, Im referring to someone who is actively engaged in the process and walks the walk with
everyone else.
Real Examples of Trickle Down Content Marketing Success
Last year, Yale Appliances website and business exploded. A +50 million dollar company, their
CEO, Steve Sheinkopf, acts as their head content producer. He spends hours each week producing
content, studying analytics, and focusing on ways to improve their content marketing efforts.
Although he could easily afford to have someone else do what he does, he realizes the greatest ROI
he can have right now with his business is found by leading a company, and an industry, with a
new way of thinking and doing business.
Page 94
Despite being the CEO of the company, Steve Sheinkopf has lead his company's
tremendous web and business growth by taking such an active role in their content
marketing efforts.
Josh Block of Block Imaging is like any business owner in that he has multiple issues that come
his way each and every day from all branches of his company. Notwithstanding, he makes the time
to write blogs and produce content. He awards employees that are active with the content
marketing efforts. He attends marketing conferences just to get an edge. Simply put, he gets it and
because he buys in, Block Imaging has experienced massive success through content marketing.
And just last week I did a content marketing workshops for a IT company near Washington
DCSegue Technologies. And how important is content marketing to their Executive Vice
President Ron Novak? Here are just a few things Novak has done to ensure these marketing
efforts are a huge success for his company:
Page 95
Page 96
Ever considered doing an in-house infographic to give employees the vision of content marketing? Here is how
Segue Technologies handled it.
1. He brought in over 40 of his employees to participate in a half-day content marketing

workshop so they could understand the How, What, and Why of the new marketing
approach.
2. He had his team produce an in-house infographic(above) showing the company culture and
approach to content marketing, just so the vision would be very clear to all employees.
3. He made it known to employees that content marketing wasnt simply a fad or option.
Rather, it was a part of the company culture and makeup, and they were all-in.
4. He allowed his team to set up an on-site video booth where they could produce not just
textual content, but video content as well.
With over 100 blog articles already being lined up and delved out to produce, my gut tells me
Segue is about to do some pretty amazing things in their industry.
But again, it trickles down from the top. Thats where it starts. Thats where the magic lies.
Get Your Hands Dirty
Id love to go on about more clients Im seeing do amazing things with content marketing, but you
get my point.
Am I saying here that the CEO of Apple (or any massive company for that matter) should be
blogging? No, Im not. But at a minimum, the guy needs to understand how consumers think,
shop, and research these daysand the role that social media and content marketing play in that
process.
And when he knows this, he needs to do something about it, and get his hands dirty in the process.
Speaking of getting your hands dirty, 4 years ago, when my swimming pool company was about to
go out of business, I barely even knew what the word blog meant.
I certainly didnt have a clue as to how marketing worked online.
My business partner Jason, equaling my ignorance, had never picked up a camera to record videos
in his life.
Today, about 800,000 words later, some people think Im pretty good at blogging and content
marketing.
Page 97
And Jason, beyond the 1,000,000+ views weve had on our YouTube videos, is now creating
pieces that make me smack my forehead, something that further distances us from our competitors:
http://youtu.be/ohnHLGSzl14
My point with this article is a simple one. Content marketing is not a passive approach to
business. Its all-in and all hands on deck.
And it starts with the top.
______________________________________________________________________
Disarmament: Content Marketings Hidden Key to

Persuasion, Trust, and Sales Success
As more and more businesses embrace content marketing, the majority are failing to understand
one of the most important principles of communication and persuasion that has been around since
the beginning of time.
But before I talk about this essential key of great communicationbe it in a blog, video, sales
presentation, etc.I want to talk about the Catch 22 so many businesses now find themselves in.
In order to be great at content marketing, assuming youre a business, you have to be willing to
address two areas that every consumer wants to know:
1. Your own products and services
2. Your competitions products and services
Unfortunately, when most companies address #1, they end up either sounding like a used car
salesman or at best a very biased pitch machine.
Regarding #2, talking about the competition, most companies are either afraid to do it at all (not
aggressive enough) or end up attacking the competition and come across as very unprofessional
(too aggressive).
Like everything else in life, if youre going to persuade consumers and customers to buy your
products and services through content marketing, you absolutely must find a balance. This
balance, when done right, comes down to the Law of Disarmament.
The Law of Disarmament
Page 98
The Law of Disarmament, a phrase that I came up with to describe much of the content marketing
tips Ive been teaching these past couple of years, is incredibly simple and works like this:
If youre answering a question about your products and services, always start with the
negative.
If youre answering a question about your competition, always start with the positive.
Let me give you a few examples of what Im trying to explain here so that the phrases negative
and positive are not misconstrued.
As most of you reading this know, I own a swimming pool company that sells inground fiberglass
pools. Because of this, our potential customers are always asking us questions like:
What is the difference between concrete and fiberglass pools?

Which is better, vinyl liner or fiberglass pools?
How does your brand of pools compare to your competitors brand?
We literally get hundreds of these types of questions a year, and because we follow the golden rule
of content marketing (They Ask, You Answer), weve addressed every single one on our blog.
An article that has been read over 100k times on our swimming pool site, this article by my
business partner Jason Hughes is a textbook example of how to write copy that is
professional, unbiased, and leads to sales success.
Page 99
For example, lets say we are explaining the difference between vinyl and fiberglass pools. By
starting with the negative, the article would go something like this:
1. Every pool shopper has different needs (empathy)
2. In some cases, vinyl pools may be a better fit than fiberglass, and here is why (negative)
3. In some cases, fiberglass pools may be the better fit than vinyl, and here is why
(positive)
Keep in mind, the amount of negative or positive points you make is up to you, but the right order
is critical here. By doing it in this manner, as soon as youve mentioned that your product might
not be a good fit for the customer; they immediately trust you more and are more willing to let
their guard down. This, in essence, is how the Law of Disarmament works.
A master of openly discussing products and the competition, Yale Appliance gets well over
100k visitors to their site and blog a month by using the Law of Disarmament.
The process of disarmament is the same in any form of communication, be it text or face to face
conversation.
Page 100
For example, Ive had the following conversation many, many times:
Question: Marcus, do you think HubSpot would be a good fit for my business?
My Answer: Well that depends. I can tell you that HubSpot is not a good fit for everyone. In
fact, let me tell you who its not for and then Ill tell you who it is for
Do you see how the order of operations is the same? Start with the negative, finish with the
positive.
Oh, and by the way, whenever you tell someone, in a very open and upfront manner, that your
product (or service) may not be a good fit for them they are naturally more inclined to want to
make it a fit. (I call this the Law of Inclusion. In other words, we all want to be included.)
One final example about how to handle discussing your competitors: As I mentioned above, the
order changes when we talk about the competition. Generally speaking, you want to start with the
positive and move to the negative. Keep in mind when I say negative Im not at all referring to
bashing your competition, but rather showing their factual drawbacks. Here is an example:
Consumer Question: Marcus, I hear concrete pools are better than fiberglass, is that true?
Answer: In some cases, depending on what the customer is looking for, yes, that might be true.
Concrete pools have certain benefits that some pool shoppers find very appealing, such as (benefits
listed here).At the same time, concrete pools have certain drawbacks and thus arent a good fit
for everyone. (drawbacks listed here)
Hopefully youre seeing how this properly unfolds in all applications. If you do this right, youll be
viewed as a trusted source and advisor to your customers and readers. If you do it wrong, as many
companies currently are, youll appear to them to be no better than a used car salesman with
extremely biased motives.
This is exactly why understanding the Law of Disarmament is critical to a culture of content
marketing success for any organization moving forward in the information age.
___________________________________________________________________________
Why Your Business Blog Should Target Keywords that

Make Money, Not Traffic
Have you ever taken a moment to look at the keywords people are typing in to land on your
website? If soand this is where the rubber meets the roadwhat percentages of those
Page 101
keywords being typed in are the kind of word(s) that would denote the individual is looking
for a product or service your business offers?
If you havent done this, please stop reading and go to your Google Analytics for a second. Once
there, look at the top 50 that are driving traffic to your site and ask yourself how many of these
keywords would be typed in by your ideal prospect.
Here is the thingWe all love traffic. Me. You. Everybody. Its the ultimate Golden Calf of the
internet, an idol we often worship despite the fact that we generally know better.
"Money Keywords"
This is exactly why many have come to understand web traffic does not pay the bills. And if
youre a business, once the initial euphoria of blogging and traffic growth has subsided, you're
often left wondering how much of all that traffic equates to actual sales.
Truth be told, this is a very difficult question to answer. When it comes to keywords and content,
there are those that help prospects into the sales funnel, and then others that push them down (or
out) of the funnel.
This being said, often times businesses produce content that has very little impact on either of
these two goals. To give you a real example of what Im talking about, lets look at the main
keyword traffic for The Sales Lion this past month. If you look at the following photo, the red
arrows indicate what I refer to as money keywordskeywords that fit my ideal paying client.
Youll also notice black arrows in the photo, which show the correlation between the less ideal
keywords and the average time on site of each visitor, something I refer to as "false traffic."
Page 102
By taking a hard look at your website and blog traffic, you can get a much better feel for
what words are and are not helping your business grow.
As you can see from the black arrows, those persons typing in phrases that dont fit my business
model at TSL (inbound and content marketing consulting/speaking) generally dont hang around
the site very long-- hence the "false" description. But for the money keywords, the average time on
site for the visitor can be quite substantial. (Note** Although it varies by industry and business,
any keyword that leads to an average visit time of 2 minutes or more is a very good sign. )
You may be asking yourself why Im ranking for so many keywords that dont quite fit my ideal
client, and here are a few answers to that question:
1. Like any business, this blog has changed and developed over time. In fact, when TSL started,
it wasnt a business at all.
2. Google has a funny way of optimizing content. For example, I once wrote an article on
why McDonalds kept kicking Burger Kings butt year after year after year. The article did well
from an SEO standpoint (McDs vs BK) and has generated thousands of visitors, but the keywords
it's optimized for have nothing to do with the services I offer at TSL, thus bringing in zero direct
revenue to the company. I'm not saying this is necessarily bad, it just is what it is.
3. I like talking about diverse subjects here at TSL. Because I write about diverse things, I end
up attracting many visitors that couldnt care less about blogging, content marketing, etc., which is
fine. That being said, if I were in a financial crunch with my business and had a need for immediate
Page 103
leads and sales, I would spend all my focus on targeting those money keywords that might bring
in immediate leads and sales.
Targeted Keyword Strategies
Speaking of a clearer focus, lets take a look at my swimming pool blog for a second. Here are its
top 20 keywords for 2012. The difference from this list, as you can see, is that almost every single
one of these phrases would be typed in by an ideal client:
Because of a targeted blogging and content marketing strategy from early on, almost all
organic search visitors to my swimming pool site would make for an ideal client.
The key behind a targeted keyword strategy is that it doesn't happen by accident, as the content
needs to be strategic. And if you're looking to be more strategic and targeted, here's what I would
suggest:
1. It always comes back to consumer questions: You've heard me beat this horse again and
again, but if we're solely focused on producing content that answers the questions we get every day
from prospects and customers, we're going to be outrageously successful. To make this even more
plain, ask yourself what are the questions you receive in the first 10 minutes of a meeting with a
prospect. Because prospects tend to ask the questions on the forefront of their mind at the
beginning (showing their biggest concerns, issues, problems) this group of questions is loaded
with "money keywords" you should be producing content around.
Page 104
2. Focus on the Big Five: I call it the "Big Five" because it represents the five subject areas that
people search for aggressively online, no matter what the product or service is. Those five subjects
are:
Cost/Price
Problems/Issues
Vs./Compare
Best of
Reviews
Just by focusing your company content around these keywords, you should come up with dozens if
not hundreds of targeted content pieces that aggressively go after your best type of client and
customer.
3. Use Tools: Although listening to customers will always be your best solution to consistent
content that gets results, sometimes keyword tools to help generate blog article ideas are a
tremendous help. I've studied the area of keyword tools quite a bit and am a very strong proponent
of Long Tail Pro-- a tool that I use weekly with my clients in helping them identify great keyword
opportunities with their content.
I'm not saying with this post that every blog article you write from this day forward should be
solely targeted on the "ideal customer." Frankly, it's your job to assess that question.
Notwithstanding, if you're a business, and you want to build your brand while increasing traffic,
leads, and sales-- then a clear keyword strategy is ideal. And the more focused and strategic it is, the
more "real" your traffic will be.
8 Renegade Methods of Using Content Marketing to

Dominate Your Industry
This article will not be logical. It will not fit in that little box thats so requisite to get anything
approved in most organizations. Nor will it be for conservative-minded marketers and business
owners that would rather imagine 1000 ways it might go wrong instead of dreaming of the
unlimited reasons it might go right.
In other words, what Im about to tell you takes guts, imagination, and the magic of thinking big.
So if you fall in the latter, please continue to read on.
Oh, and its long too, as well it needs to be, so youve now been warned.
12 Months to Do Magical Things
Page 105
Whether youve been embracing content marketing for some time now or are just starting to jump
on the train that has already left the station, over the next year you have the ability to do
unbelievable things in the digital world to help your business. In 2012, I worked literally with
dozens of companies on their content marketing efforts. Some took the advice they received, made
it their own, and then shot off like a rocket within their industry. Others threw up barricades,
looked for excuses, and stumbled badly out of the gate.
Based on these experiences, as well as the constant set of content marketing experiments Im
running at The Sales Lion Center for Advanced Content Marketing Studies (wink), Ive
come up with 8 innovative and outside-the-box steps your business can take to build your brand
and achieve outrageously successful results.
1. Show it like it has never been shown before:
A while back I was working with a manufacturing company and one day, when I was touring their
manufacturing facility, I decided to start recording a video of what I was seeing. Within seconds of
realizing what I was doing, the management team became extremely nervous, and told me that I
would not be able to record inside their facility because they didnt want their competitors to see
their processes, equipment, and methodologies.
In other words, instead of worrying about the consumer, they were worried about the
competitionwhich truly is the death of great marketing in the digital age.
Luckily for this business though, after spending some time helping them understand their secret
sauce was no secret, they embraced a transparent marketing approach that helped brand them as
one of the top in their field within a years time. And speaking of "secret sauce," have you ever
wondered why McDonalds food looks so much better on camera than in person? Instead of
ignoring the question, McD's shows how this is made possible in this incredibly transparent video.
[youtube]http://youtu.be/oSd0keSj2W8[/youtube]
Lesson: If you do it, show it. Video is a magical medium. Just pull out your phone and record
the dang thing. Make it accessible to the masses. Invite the world in to see how you do what you
do. And if you need the ultimate example, just see what McDonalds is doing to take transparency
and trust to the next level, which is just another reason why every fast food company will always
be second place in that industry.
2. Reward Your Competitors
Ive spoken about this subject more and more over the last 6 monthsmuch to the chagrin of
many traditionalist marketers that cant seem to grasp the principle of transparency and influence
in the digital realm. But considering Ive personally applied what Im getting ready to tell you,
hopefully that will help influence your decision and thought process here.
Page 106
One of my first content marketing experiments on giving credit to those in my industry,

even the competition. This article opened my eyes to the power of such a transparent
approach.
I first started experimenting with this in 2010 with my swimming pool company when I gave out
awards to manufacturers in the industry, many of which were competitors of mine. Not only was
that article a major anomaly to the industry at that time, but it also generated tremendous
discussion, confusion, and curiosityfrom industry peers as well as potential customers. Today,
that article has hundreds of inbound links, ranks for a multiplicity of major keywords, and has
generated dozens upon dozens of leads that have turned into customers.
In 2011 and 2012, I further experimented with this by writing best of posts with respect to my
local competitors in the Virginia and Maryland areas. These posts struck a chord with real people
and search engines alike, and again, like the previous competitor articles, generated trust, traffic,
and sales.
Page 107
When consumers type in "Best Pool builders Richmond Virginia"--they land on this
article. Not only that, this article ranks for a variety of my competitor's keyword phrases as
well in search engine results.
Ive also had many clients experience tremendous success by prolifically reviewing and
comparing products, brands and services. One such client, Yale Appliance, has garnered national
attention in the kitchen appliance industry by creating a mountain of vs related posts, therefore
addressing core subjects and issues their customers want to know.
Page 108
With huge emphasis on "Vs." style posts, the Yale Appliance website exploded in traffic
and sales in 2012.
Lesson: Stop pretending your competitors dont exist. Your customers already know they exist, so
find a way to deal with it, to your advantage.
3. Review Your Competitors
In every industry there is good and bad. There are good products and bad products. There are good
services and bad services. There are legit and non-legit companies. The list goes on and on.
But if you want to be known as a trusted voice and source of consumer information, this is the type
of content that needs to be on your website, blog, and other marketing platforms.
I first started experimenting with digital reviews in 2008 with my swimming pool eBook, How to
buy a fiberglass pool the right way from the right company at the right price. After that, I took it a
step further by giving my honest opinion of manufacturers on my company blog, seeing huge
success with each article written.
Page 109
Articles like this one comparing two different lines in the swimming pool industry get read
thousands of times a year.
Within a years time of doing these things, my personal and professional brand in the fiberglass
pool industry became such that I was receiving multiple emails every single day from consumers
around the world asking me what pool they should buy, who they should buy it from, and how they
should go about doing it. Because of this, the information on our blog had an incredible influence,
for good and bad, on manufacturers within the swimming pool industry.
As my friend Jay Baer would say, the River Pools and Spas brand had become a Youtility
within the industrythe go-to place (utility) for honest and useful consumer information.
The same occurred after months writing with The Sales Lion. As a HubSpot partner, I created
content that was open in discussing the softwares problems, benefits, competitors, etc. By so
doing, Ive become known by many as a trustworthy voice on all things HubSpot, and have a very
large foundation of HubSpot clients to show for it.
Page 110
Even though I'm a HubSpot partner, by giving an honest take on their strengths and
weaknesses, I'm able to generate traffic and trust. Just Google the phrase "HubSpot
problems" to see what I mean.
Lesson: Consumers are reviewing you. Theyre also reviewing your competitors. Its your choice
where that conversation takes place.
4. Use platforms and methods that have not previously been used in your industry
As someone that consults with businesses about digital marketing on a consistent basis, one of the
first questions clients like to ask is the following:
Who else in our industry is having success doing it this way?
Although this isnt necessarily a bad question, it can be a sign of negative things to come.
Why? Because it really doesnt matter what other companies have done in terms of digital
marketing and what platforms theyve been on.
So what if no one has a blog in your industry?

So what if no one uses video effectively?
So what if no one has found a way to utilize Facebook and get returns?
So what if no one has a podcast in your realm?
Page 111
Despite the fact that they're in an industry where practically no one is blogging, Ongoing
Operations (client) has managed to quickly rise to prominence because of their astounding
content marketing efforts.
Lesson: What other businesses have and have not achieved from a marketing standpoint
doesnt mean squat to you. Their methods and their vision arent yours. Forgetem and start your
own trend, regardless of the actions of others.
5. Be Everywhere
Although Pat Flynn can certainly speak to this better than I can, this is a trend that really started to
pick up greatly in 2012 for individual brands and companies alike. Essentially, the principle of be
everywhere comes down to our ability to communicate with our audiences in as many
forms/platforms as possible, as consistently as possible.
Granted, Ill always be a firm believer that spreading ourselves too thin is not a good thing, but if
there are ways to find greater reach without sacrificing quality, then we should do it. To give you
an example as to what Im talking about, no brand and businesses exploded more
than CMI (Content Marketing Institute) did last year. Lets take a moment to analyze their
strategic growth and be everywhere methodology:
They took the CMI blog to new heights by posting beefy, quality content on a daily basis-leveraging the knowledge of industry experts and other businesses around the globe to
form a very sound, guest post driven blog.
They came out with the premier traditional magazine in the content marketing
industryCCO (Chief Content Officer) Magazine
Page 112
They grew Content Marketing World into a massive conference for marketing
professionals on a global level.
They started offering smaller Content Marketing World conferences and workshops
around the world.
CMI is rapidly becoming a global brand, all because they understand the principle of "Be
Everywhere" so very well.
These are just a few examples of what Joe Pulizzi and the CMI gang did this past year, but without
question, they were literally everywhere preaching the word of content marketing, establishing
themselves as the clear leader in a growing industry.
Lesson: Whether youre a mom and pop business or a massive corporation, finding more ways to
communicate, teach, and reach others in your industry could provide major brand and business
benefits in 2013.
6. Challenge the Status-Quo at Every Corner
Let me just be very frank for a second and say that most industries lack guts. I openly say this
because every field has major problems, issues, and inefficiencies that no one wants to talk
about. (Note: When was the last time you saw anyone that worked for the IRS talk about their
terrible waste issues? Answer: Never)
To give you an example of what Im talking about, for years fiberglass swimming pools were
installed on top of sand. My swimming pool company, having been taught this method, installed
our first 300 pools on top of sand.
Page 113
Because we saw a problem with the status-quo in the swimming pool industry, we decided
to do something about it.
But, over time, we started to see issues popping upissues we knew could have been prevented
had there been a better base for these pools.
So despite the fact that we were in a major minority and got attacked for it, we wrote extensively
about the need to install fiberglass pools on top of gravel when theyre in the ground. And because
of this educational push, today, 4 years later, the majority of fiberglass pools built in the US are
built on gravel.
The same applies to The Sales Lion. All over the web, I see lots of things being taught about
inbound marketing, content marketing , and social media. I feel much of the information being
taught out there is exceptional. But there are also times I feel bad advice is being given, at which
point Ill write articles that openly disagree with the opinions and sentiments of others
(respectfully).
Although this may open me up for attacks, it also shows that Im my own man with my own
opinions and experiencessomething that businesses are often looking for when they seek to hire
any type of consultant.
Lesson: Great companies and brands dont just accept everything as it is. Neither should
you. Develop a sound opinion and share it to the world.
7. Become the Wikipedia of Your Industry
Page 114
This is another area where I philosophically disagree with a few others in the social media realm.
Based on every content marketing campaign Ive seen achieve huge success for businesses, there
is one over-riding principle that makes all the difference: They Ask, You Answer
Because they're willing to address the questions they get from customers day in and day
out, Block Imaging (client) experienced huge benefits from their content marketing efforts
in 2012.
In other words, if a prospect or customer has ever asked you a question, the answer to that question
should be found on your company website. By doing this, a company will be viewed as the
ultimate teacher and voice of their industry, and gain the respect of the 2 parties that dictate
everything when it comes to successsearch engines and real people.
Lesson: Make the choice to control the conversation. It can either happen at your house (your
website and other platforms) or someone elses place. Why not choose yours?
8. Dance with the Influencers
In every industry and in every realm, there are influencers. Some might be bloggers, some might
be media outfits, others might be buying groupsthe list goes on and on. But if youre looking to
have incredible brand recognition in your industry, its important to establish relationships with
Page 115
these groups. Sometimes you may want to write about them, mention them, or simply drive
business their way. But make no doubt, attaining success is much easier when its a team effort.
Joe Pulizzi is just one of many people who helped make 2012 my most successful
professional year ever.
On a personal level, I know I never would have attained nearly the success Ive been able to
manage in this industry if it wasnt for the likes of great people like Michael Stelzner, Jay
Baer, Joe Pulizzi, Mitch Joel, Gini Dietrich, and others. If it werent for these folks, much of the
stuff Ive said or written would have fallen by the wayside and been read by few people.
Lesson: Like it or not, influencers exist in every field. If you sincerely embrace and help them,
they just may help you as well.
___________________________________________________________________________
Why Your Opinion Doesn't Matter When it Comes to Great

Marketing
That's right, it doesn't, and neither does mine.
Page 116
Just look at the election for a second. Opinions and projections were incredibly diverse on both
sides. Thoughts about which party and candidate had the most "momentum" kept coming up again
and again.
Yet when all was said and done, none of those opinions mattered until the final votes were
counted. Then, all of the sudden, some folks appeared smart, while others didn't.
Such is life and such is marketing.
The final numbers are really the only thing that matters.
But It's "Cool"
3 years ago, when I decided to embrace online marketing with my swimming pool company I was
taking a hard look at my website and doing whatever I could to make it better. During this process,
I learned that having a black background with white text (which I had) on a website was not good
if you wanted your visitors reading a lot of text, as this combination is hard on the eyes.
When I read this information, although it did make sense (After all, when was the last time you
read a book that had black pages and white text?) I had one big problem-- I liked the way my
website looked.
I thought the black background looked "cool."
I thought it looked professional.
And I didn't see what the big deal would be.
But then I read the numbers and studied further and realized a very important point-- my opinion
about the color of the background didn't matter. If I kept things the way they were, readers
(potential customers) wouldn't stay on the site as long to read because their eyes, without them
even realizing it, would get tired and lose interest.
Eventually, I changed the background and font colors of my website, but looking back, my
reasoning (personal opinions) for keeping the site the way it was for as long as I did was a seriously
Page 117
dumb one--and one that we see over and over again with business owners and marketers all over
the world.
Opinions Equal the Death of Great Marketing
When it comes down to it, personal opinions kill successful marketing plans each and every single
day. Take for example the business owner or marketer that
says they "don't read blogs" and therefore doesn't want a company blog.
thinks "Facebook is for gossip and political rants" and therefore dismisses its utility.
believes SEO doesnt exist and then misses countless opportunities for free web visitors.
is contrary to doing anything that doesnt fall under "social media"even though a proper
Pay Per Click campaign would work in his/her market.
only wants to sound intelligent with their web copy instead of writing in a way that is
personable, understandable, and gets results.
doesnt listen to podcasts and therefore thinks having a podcast would be a complete waste
of time.
refuses to change the copy in an ad even though a split-test has shown the copy is less
effective
The examples go on and on and on.

And as one last example, Ill use one from The Sales Lion.
For many, many months Ive read articles and stats about the power of pop-ups for list building.
Notwithstanding, each time I thought about having a pop-up on The Sales Lion, I rejected the idea.
Why?
Because I didnt like them.
That was until I saw sites like Social Media Examiner, Content Marketing Institute, Amy
Porterfield, and others using themall with great success.
Page 118
With great sites like this one from Amy Porterfield using Pop-Ups, I knew it was time to
accept the positive results over my own opinions.
Finally, after swallowing my pride and opinions, I added a pop-up here on The Sales Lion. Its not
too annoying to regular readers because it only appears once every 30 days if someone has seen it
already, but the results speak for themselves, with an additional 10-20 sign ups each day coming
from the pop-up form alone, which means my newsletter list and the number of folks reading the
eBook are growing at a really nice rate these days. (Note** The pop-up I use here is
by Pippity (none aff.), and Ive been very happy with it.)
The bottom line is this my friendsWeve all got to get used to the idea that our opinions dont
really matter when it comes to smart marketing. The way we think, act, and talk isnt the way
others think, act, and talk.
And the moment we can separate the way we feel versus the actions and decisions that get real
results, were going to be way, way more successful.
Blogging vs. Podcasting: Which is Better for Building

Brands, Followers, and Trust?
I fly a lot these days. And for those of you that fly much, you also know that flying with a friend is
way better than flying solo. Luckily for me, Im often accompanied by Mitch Joel. We fly
Page 119
together a bunch. When Mitch isnt available, Pat Flynn may step in, or possibly Srinivas
Rao, Jay Baer, or my friend Michael Stelzner.
OK, maybe these guys dont actually fly with me, but after listening to their enlightening
conversations and words for a few hours, it certainly feels as though weve just engaged in an
incredible dialogue.
You see, all 5 of these gents, as many of you already know, are prolific podcasters, and despite the
fact that I dont physically talk to these men much, I sure feel as though we converse all the time.
And thats the magic to podcasting. Its also exactly why I started the Mad Marketing Podcast w/
The Sales Lion a few months back. I wanted to provide others with an intimate picture of the
inner-workings of my mind, just as Joel, Flynn, Rao, Baer and Stelzner have done with their
podcasts so very well.
Thats also why it brings a massive smile to my face when I get emails like this one that hit my
inbox today:
Hi Marcus,
I took you and Michael Stelzner with me on my afternoon hike the other day, and have to tell you
how much I enjoyed listening to both of you. Your honest, transparent, personable style really
resonated with me. I had to stop at the top of Upper Granite Loop and send a quick email to a
couple of my clients to ask them to come up with a list of their top 10-20 most asked questions by
their customers. Since them, I have sent them the link to that podcast and asked to set up a meeting
with them to discuss it further
Thank you again, for you content and for sharing your passion and wisdom.
Your new fan,
Susan
Pretty cool, huh?
You see, Ive been creating textual content for 3 years now on The Sales Lion. Currently, this blog
has about 19,000 comments. But never have I received emails like the ones I get from listeners of
my podcast.
Blogging vs. Podcasting: Which is Better?
All this being said, trying to compare blogging and podcasting and answering the Which is
better? question is no easy tasknor is it possible considering like so much in this industry, the
answer is it depends.
Page 120
The thing about podcasting is that for those who are podcast listeners, its incredibly effective in
terms of building a brand and trust from listeners. With blogging, were lucky to get someones
attention for more than a couple of minutes. But with podcasting, theyll hang around and listen to
our thoughts for 30, 45, even 60 minutes sometimes.
Plus, a connection with the podcaster is deeply personalas voice flection, sarcasm, humor, and
enthusiasm can all be portrayed and understood so much easier than when theyre done in textual
form.
The Elephant in the Room
Despite this, podcasting has one major elephant in the room that no one can ignorenot enough
people listen to podcasts. Heck, some folks reading this article have never even heard the word
until now. Furthermore, podcasting doesnt have the potential shelf-life and reach benefit of SEO
like textual content can offer.
If I were to break out efficacy of business communication platforms for the average business
(again, this can vary drastically), Id rank the top 3 as follows:
1. Textual Content (blogging makes up a large portion of this)
2. Video Content (YouTube, Vimeo, etc.)
3. Audio Content (podcasting is obviously the core here)
But if a business really understands how consumers think, act, shop, and feeltheyll also know
that its important to communicate in ways that consumers get it.
For some, that will be text.
For others, that will be video. (percentages are growing more and more in this arena every day)
And for another small sector, it will be audiothe podcast listeners.
Page 121
Just as children have unique learning styles, so do consumers, and the most effective
businesses no how to tap into each.
The question then becomes one of focus. Where should companies spend their time and resources
in their content creation?
One Thing First
Personally, I always go back to this rule:
Get good at one thing first. Once youve gotten really good at that, move on to the next.
Remember, being GREAT at one marketing element is way more effective than being terribly
average in 3 or 4 areas.
On a personal level, I spent about 6 months with textual content/blogging before I dove into video.
I didnt get around to podcasting until 3 years later.
Today, I absolutely love all 3 for their unique capabilities.
Page 122
Im not saying this should be your timeframe, but I am saying that in an ideal world, its great for
you and your business to be able to spread your message to match as many consumer
communication styles and preferences as possible.
Frankly, we could carry on this conversation comparing blogging and podcasting for quite a while.
But hopefully you see my point. Both have value. Both communicate in a different way, often
reaching a different audience and set of people.
Ultimately, the key is a willingness to experiment with both, stay diligent, and then watch the
results. Pat Flynn often credits podcasting with his brand explosion. For my swimming pool
company, video played a HUGE role, along with the blogging. For TSL, it has been a mixed batch,
each holding their own.
So although the answer to the blogging v podcasting question is, It depends, one thing is for
certainboth can do wonders to build your companys brand, followers, and consumer trustand
thats all that truly matters.
_____________________________________________________________________________
7 Reasons Why Blogging is Failing to Generate Leads For So

Many Marketing Agencies
As many of you know, a few weeks ago I asked my newsletter readers to send me their blog URL
if they hadnt been seeing much success to generate traffic, leads, and sales. Of the 200 or so
readers that responded, about 30 of them were marketing agencies of various sizes, a number that
frankly left me quite a bit to think about. (Note** When I say agency, Im referring to
companies from 1-1000, so bear with me on the semantics if you will.)
Upon much thought and analysis of all these blogs, one thing became astoundingly clear:
Blogging and inbound marketing isnt working for a huge percentage of marketing agencies,
social media consultants, and many other businesses in this online realm.
So the question begswhy?
Page 123
Why are companies that teach marketing failing to find success in what theyre preaching from the
rooftops that everyone else do?
Here are my thoughts as to why this phenomenon is occurring, and also why I think it will only get
worse and worse with time.
7 Reasons why Blogging and Inbound Marketing are Failing for So Many Marketing
Agencies
1. Unbelievably High CSI: Some of you have heard me talk about CSI before. In marketing
terms, this stands for Content Saturation Index, and it is at the core as to why so many of
these agency blogs are failing. Think about it for a second: How many blogs are there about
marketing and social media? The number is in the thousands, which means in order for someone
to rise above the noise, they have to do some pretty amazing things. Furthermore, with the CSI
being so high, Search Engine Optimization is extremely difficult in this industry. With everyone
targeting prevalent keyword phrases, garnering organic traffic and rankings isnt easy to come by,
and can be incredibly frustrating as well.
As Ive stated before, the #1 reason I was able to dominate the swimming pool industry so quickly
wasnt because I was awesome, but rather because of an extremely low CSIthus leaving almost
any keyword phrase I really wanted up for the taking.
2. Terrible Blog Titles: This is the one trend that surprises me the most. Despite the fact that witty
and catchy blog titles are generally a waste of time unless you have a huge subscriber base of
readers, a huge portion of marketing blogs still overlook solid SEO practices with their titles and
end up coming up with catchy references for what is an incredibly meager group of subscribers.
And yes, even though I said the CSI of this industry was high , it doesnt mean by any stretch
search rankings are impossible to achieve with the proper techniques, something Ill now discuss
further in #3.
Page 124
In this article, you see I had a very clear keyword goal (HS v WP) but still managed to
have a catchy title. Today, this article ranks very well for this important keyword phrase.
3. Poor to Non-Existent Targeting of Specific Industries: This one is important, and if you
dont pay any attention to the rest of this post, I hope you pay close attention to this one, because it
applies to all businesses, not just marketers. Let me give you an example of 3 blog posts that go
from good, to better, to best:
a. Does inbound marketing work? (good)
b. How long does it take inbound marketing to work? (better)
c. How long does it take inbound marketing to work in the technology industry? (best)
Just a little over a year ago I would have considered choice b here to be a great blog post title.
But with so much content saturation over this time period, were now entering a phase where niche
and industry targeting is very necessary for marketers.
But if you think about this, it makes a ton of sense. If youre in the tech field and you want to know
how long it will take inbound marketing to work in your industry, there is a very good chance
youre going to go to Google and type in How long does it take inbound marketing to work in the
tech industry?
Page 125
The competition (CSI) for such phrases is much lower and therefore the ability to do well in terms
of traffic, leads, and sales increases exponentially.
My friend Matt Stock nails a perfectly targeted title with blog post for his company,
Inbound Storm.
4. Blah,blah,blah: Although Im a firm believer that some content is better than no content, the
reality is the marketing industry is full of blogs that simply are boring with few opinions, no
personal voice, and often times little thought provocation. As to why this is, Im not totally
sure, but I know it doesnt work very well to be lukewarm in an industry as dense with content as
the marketing realm.
In fact, I strongly feel the main reason The Sales Lion has risen above the chatter in the marketing
arena is because I have strong opinions backed up by personal experience, which brings me to my
next point.
5. A Major Lack of Case Studies and Personal Experiences: Id be lying if I said I wasnt
amazed at how few of the blogs I looked at recently discussed stories of clients they had helped and
the results of said labors.
Like I said a while back, consumers and businesses are not terribly interested in theory these
days. They want to know the victories and success stories your agency has had. They want to
Page 126
know why youre good at what you do. And they want to know if your help will make them more
money than youll cost.
If you cant show this in your content, then there is a good chance youre phone isnt going to ring.
HubSpot always does a masterful job in looking at the marketing success stories of other
companies and how they were able to achieve their results.
6. Poor Utilization of Writing Talent: Im always astounded when I see an agency with 10+
employees yet only one person is blogging. The way I see it, if someone is teaching others to
blog and produce content they should be doing it as well. Plus, when companies learn to
leverage the writing and brain power of their existing employees, the amount of content that can be
produced is astounding. Just look at HubSpot, Kuno Creative, or PR 20/20 if you want to see
companies doing this the right way.
Page 127
Easily one of the best marketing agency blogs, PR 20/20 utilizes well a multiple blogger
platform.
7. Awful Networking: To be frank, some industries dont require great networking with others in
your field to be successful. For example, I networked with a grand total of ZERO people with my
swimming pool blog, but that was again made possible due to the fact that the CSI was so very low.
On the other hand, after a year of writing on The Sales Lion with little traction, I realized that
strategy wasnt very effective and if I didnt start networking much better, Id never rise above the
chatter.
To see examples of exactly how you can get this done, read this article.
Going Forward
As I said at the start of this article, I dont see this problem with agency/social media/marketing
blogs going away. As more and more blogs pop up daily, more and more people will find lead
generation incredibly tough to come by in this extremely saturated industryarguably the most
saturated subject in the online world today.
Page 128
This being said, I have found that one of the best ways marketing agencies can deal with this
problem is to actually get out and speak to real people. In other words, if youre trying to
generate clients for yourself and/or your agency, you need to start teaching as many groups of
people as possible. Whether its at a conference, at a Chamber of Commerce meeting, or at a
simple lunch appointmentthe value of face to face lead generation is making a huge
comeback in this industry. Yeah, I know it may sound surprising and even ironic to many, but
starting a blog and calling yourself a marketing expert is as quick a way to credit card debt and
business failure as any in todays society.
Along with this blog, speaking has been a major lead generation tool for me over the past
year. In fact, there are many marketing consultants that draw almost 100% of their leads
from speaking to groups of people.
But as I stated above, if you truly want to have a GREAT blog with great results, average is going
to get you nowhere quickly.
So have opinions. Target. Write intelligent and strategic titles. Utilize your employees. Learn to
network.
And most of all, just be exceptional at what you do.
Easy? Nope. But without question, the opportunities are still there.
_____________________________________________________________________________
Page 129
33 Irrefutable Laws of Content Marketing that Will

Outlive the Internet
Youve heard me say this before, but content marketing isnt new. These days, we just call it
something different than we called it before, which is fine.
Heck, about 2000 years ago a group of like-minded people all worked together to write a book that
was full of stories, answered lots of questions, and was loaded with calls-to-action.
Today we call that book The Bible.
Yep, the principles that made the Bible successful are no different than the principles that separate
good from bad content marketing today.
It is for this reason I decided to write the following 33 Laws, as I truly feel that if all companies
understood what content marketing was as a principletheir ability to have success and then
implement it would increase exponentially. That being said, here goes:
The 33 Irrefutable Laws of Content Marketing that Will Outlive the Internet
1. They Ask, You Answer (If your company has ever been asked a question from a prospect or
customer, its your moral obligation to answer it.)
2. The goal is to be helpfulnot appear intelligent.
3. Great listeners never run out of content.
4. When you ask people to do something, theyre more inclined to do it. (i.e. Calls to Action)
5. If youre biased in the way you communicate, you wont earn trust.
6. People will remember stories over facts any day of the week.
7. All this marketing stuff we talk about is essentially the act of listening, communicating, and
teaching. The rest is just fancy words.
8. The best teachers will always gain the most trust and respect from the audience.
9. Enthusiasm and passion always beats dry and boring.
10. Insourcing content almost always beats outsourcing in terms of results.
11. The world is looking for leaders, in every industry.
Page 130
12. Leaders sell more stuff.

13. Some just OK content that is published will always crush awesome content that never
gets published.
14. Get Better is more important than perfection.
15. Great content marketing companies dont allow their competition to dictate what they do and
do not write about. Their sole guiding light is the ideal customerand no one else.
16. You have to produce average content to learn how to produce great content.
17. Everyone has a story to tellmost just dont realize nor appreciate their story.
18. Amazing stories pertaining to our industry are all around usif we can just see them unfold.
19. Content Marketing as a culture will always beat content marketing as a program.
20. Industry thought leaders put their opinions out there and are strong enough to take it from both
sides.
21. The best content marketers embrace who they are NOT just as much as they embrace who
they ARE.
22. The more red tape, lawyers, and bottlenecks a company has, the more they stink at content
marketing.
23. Consumers see the world in terms of their problemsnot your companys stuff or
products or features.
24. Great companies dont care that others have addressed subjects. They want the world to
know *their* doctrine on the subject matter.
25. Useful will always beat Amazing
26. Not all questions have a direct answer, which is why great content marketers understand how
to explain the magic wordsIt depends.
27. If top to bottom buy-in for content marketing doesnt exist within an organization, the chance
that a company will fail with content marketing is very, very high.
28. The greatest content marketers have a keen ability to think *exactly* as a consumer.
29. Content marketing success is a journey, not a destination.
Page 131
30. Honest, transparent content will always be the minoritymaking it one of the most powerful
trust-building methods in the world.
31. If you try to sound smart, youll look stupid.
32. People learn different. Some want to read text. Others want to watch video. And others want to
hear words. Great content marketing companies dont fight this, they embrace it.
33. Platforms come and go. Principles never die.
Page 132
Chapter 4: Using Your Content to

SELL
I Teach, Therefore I Sell
First of all, Id like to thank Rene Descartes for his inspiration behind the title of this blog post. I
do believe that if Descartes was around today hed be thrilled with the direction of sales and
marketing around the world. But to the point of this post.......
In this rapidly evolving Web/Sales/ Marketing 2.0 era, the days of slick tricks and manipulative
techniques are going the way of the dinosaur. Consumers, more than ever, are getting smarter.
They are more informed and prepared than ever. And theyre just waiting to be fed.
And what do I mean by fed?
Well as weve talked about time and time again on this blog, he who produces the most
remarkable and valuable content in his field is king. Thats how it works-pure and simple.
Look at Steve Jobs...Seth Godin ....Wayne Dyer.
All of these men do what they do in extraordinary ways. Steve Jobs has dedicated his life to
finding enriching technology that will bless the lives of others.
Seth Godin is the king of marketing today. The guy produces bestselling books faster than I can
write a blog post. Every day he sits down at his computer and gives the world valuable and
relevant information. And he gives it to us for free. No cost at all. Unbelievably awesome.
Wayne Dyer has over 30 best-selling books in the field of Self-improvement, Awareness, and
Intention. The man has been doing this for years and years. Giving, producing, teaching, writing,
speaking, helping, and persisting.
And what do all these men have in common? Although one could argue they share many, many
Page 133
traits, Id like to mention just one:

They are passionate teachers. Their lives are built around giving other people information and
tools to enhance the life experience. And not only do they love to teach, but theyve been doing it
consistently every day for years and years.
And what has been the result of their labors?
Well other then the fact that each has positively affected millions and millions of people in their
field, all are incredibly rich. And Im not saying a little rich. These guys are multi,
multi-millionaires. And for lack of a better term, these guys, among many appropriate titles, are
great salesmen.
Selling and Prosperity are Beautiful

Now you might not feel that salesmen is the proper description for these men. My answer to
this is simple: Selling is a beautiful thing, especially when its a result of great teaching. Selling
is not a bad word. Rather, its poetry in motion. These men attract prosperity into their lives
through their labors.
And the wonderful thing is they deserve it. In fact, they deserve every stinking penny they make.
Heck, each one has made me way more money than Ill ever give to them. This is why I dont
hesitate to give them my money. They are great teachers that offer great value which to me is
worth whatever the asking price.
A Gift Economy
Today we live in a gift economy. The more we give, the more well get back in return. Its
beautiful synergy. Thrilling in the very least.
Zig Ziglar used to say, If you help enough people get what they want, they will in-turn help you
get everything you want.
Wow this statement is awesome. Ive seen it work in the incredible lives of the men mentioned
above but Ive also seen the principle hold true for entrepreneurs, sales professionals, and small
businesses across the world. No matter what the profession, this principle of teaching to sell will
always hold true.
Why?
Page 134
My friends will at times ask me why I blog so much. As I really dont do much hard selling
here at The Sales Lion or my other blogs, some are confused as to what my ultimate goals are.
Fact is, I absolutely know, without any doubt, this blog is leading me down a new path of
greatness. Just as my other blog catapulted my company to the top of its field, this blog is and
will be the portal by which I can bless the lives of others. It is the means by which I can help
small businesses to overcome the traps that so many succumb to. It is the way by which I can
help professional sales people and marketers elevate their skills and reach results they never
dreamed possible. And finally, this blog is my greatest learning tool. It pushes me. If forces me
to think. It makes me better.
Abundance
But as I continue to walk this road of giving and teaching, the inevitable results will be
abundance for myself and others. This is what life is all about. Its a universal law and is why
Im terribly grateful for the fact that Im alive during the information age. Never before can so
many people give value to others simply by the stroke of a key. Its unbelievable when you
actually consider the beauty of it all.
So my challenge to you is to give. Give your knowledge freely. Know youll get it back 100-fold.
Think abundantly. Be the best teacher you can be. Teach, teach, teach. And as you become a
great teacher in your field, know that youll taste success. Know that you will sell freely and
easier than ever before because youve established incredible relationships with incredible
people. This is the world we now live in. Smile and embrace it.
_______________________________________________
Assignment Selling: The Essential Sales Technique of the
Information Age
Have you ever heard the phrase Assignment Selling? Chances are, you havent, but let me
assure you it may be the most important part of your business marketing and sales success in the
future....that youre not currently doing. Allow me to explain.
Weve been talking a ton lately about content, education, and thinking like a consumer by
answering their questions.
No doubt, the phrase Content is King is the latest rage, as well it should be. But what happens
when content and information never get read? What happens when a consumer just breezes
through it without truly making the effort to absorb its teachings?
Page 135
The answer, as we all know, is: nothing. Nothing happens. Nobody learns. No progress is made.
When it comes down to it, Content is King needs to be paired with the phrase As Long as
Someone is Actually Listening.
To explain what Im trying to say here lets look at my other field-the swimming pool
industry, as an example.
Often times prospects will excitedly call my store or send us an email requesting to have
someone out to their house so as to give them information and a quote on a pool. And in most
cases for just about every swimming pool company across the world, the process of setting up
this appointment, other than a few find-out questions, is rather pitiful.
I say pitiful because I used to be pitiful in my approaches with customers as well. Theyd call,
wed talk, and bam-appointment made. But before long I realized I was making one grave
mistake-the homeowner didnt have enough responsibility on their end. In other words, they
were looking for someone to teach them in their home what they could already learn from the
countless pages of content on my website.
Teaching vs. Selling

Because of this lack of responsibility, I found myself spending too much time teaching prospects
on sales calls and not enough time selling. And regardless of what anyone in the world might
say, selling, and not teaching, is what ultimately pays the bills.
Upon realizing the error of my ways, I became much bolder with clients. In fact, I started giving
them homework before Id come out to their house.
Yes, thats right, I did just say homework.
For example, before I go on a sales appointment with an inground pool prospect Ill send them
the following information. Our company reference list of over 600 customers, a 50 page eBook
all about swimming pools and options 3-5 Significant Articles from our company blog
As you can see, this is a lot of information-as well it should be. If someone is serious about a
pool and knows they are getting ready to spend 30-70k, then they likely dont want to make a
mistake on their purchase-hence the call for great content and information.
When I set a sales appointment, I tell the prospect I expect them to read the information sent and
check on the references as well.
Page 136
And what if they say they dont have time to read the info or seem uninterested?
Then I dont go out to the home. Pure and simple.
When it comes down to it, if a consumer isnt willing to do their due diligence when researching
an expensive product or service, this means only one thing:
All they care about is price.
And as I like to say-When it comes to running a successful business, Price Aint Nice.
Since I made the switch to assignment selling a few years back, I now find sales appointments
are much, much better. Prospects are clearly informed. Trust, because of the content, has already
been established long before I arrive. And what about closing rates?
As you might imagine, theyve shot up drastically as well.
Start Giving Homework Today

So my question to you is what learning assignments do you give to prospects before your first
sales meeting? Are you just asking a few simple questions or are you making sure the prospect
demonstrates effort on their part as well?
If youre not yet implementing this strategy into your sales system, please start today. Come up
with some type of homework for your clients and watch the dominoes fall as they may. I can
promise you that if you take this leap of faith you will be greatly benefited and youll spend
much more time selling vs. teaching, youll be happier, and your wallet will reap the benefits.
___________________________________________________________________________
Why You Should Start Writing, Stop Hiding, and Quit

Worrying About the Competition
This post has been building within me for months but finally boiled over the other day when Jens
from Sly Marketing asked me the following question with regard to blogging and inbound
marketing on my last article about content creation:
I have recently talked to a few guys at a print design company, a fairly successful company with
about 30 employees. They asked me about marketing, and I told them about inbound marketing
and blogging. They were skeptical, because they didnt want to share anything with their
Page 137
competitors. What if they just copied everything they did?

Although to someone like you or I that actually sees the big picture of content and inbound
marketing, there is a surprising number of business owners in this world that are afraid theyll be
giving too much of themselves to their competitors if they embrace such a marketing paradigm.
To these business owners, I offer you this suggestion:
Pull Your Head Out of Your Butt

Sorry for the strong imagery, but its the truth. The idea that other companies and businesses will
copy you and get an advantage because of the fact that you teach, inform, and inspire is quite
possibly the dumbest thing in the history of the world. In fact, here are 5 keys to remember if
youre hedging over the idea as to whether blogging and inbound marketing are right for your
business:
5 Reasons You Should Stop Worrying About the Other Guy and Worry More
About Yourself:
1. Youre Nothing Special (Part I): Ouch. Thats right. Your company is nothing special until
you actually do something special. And whats special today? Special today is giving more than
anyone else. Special is embracing video, blogging, and social media in an effort to be the most
informative company you can be. Special is willing to put yourself out there in the realm of
public voice and thought and participate in the conversation. Unless youre doing this today,
youre nothing special.
2. Youre Nothing Special (Part II): So here we are again, but this time were talking about the
way your company does what it does. Let me give you an example: I was once talking to a
manufacturing company about Web 2.0 principles. I told the owner the first thing Id suggest is
that he take video of every little thing his company does in the factory, how they do it, and what
makes them so dang good. And do you know how he responded? If you guessed, I dont want
my competitors to see how we do things, then you were right. After wanting to splash a bucket
of cold water on the guys head, I simply told him the following:
Youre not freaking Coca-Cola. You make stuff a lot like everyone else. So stop thinking
your stuff is such a secret when its not.
So many businesses are so worried about hiding important information from their competition
that all theyre really doing is hiding their value and story from the all-important consumer.
Its crazy. If companies and manufacturers would start realizing this and stop paying so much
Page 138
attention to what their competition supposedly knows, then maybe wed hear a lot less
complaining about how bad the economy is and more talk of profits in the marketplace.
3. You Can Lead a Horse to Water but You Cant Make Him Drink: Because of the way we
embraced blogging, video, and inbound marketing in the swimming pool industry a few years
ago, my company and I became the voice of the fiberglass pool industry.
And once we did this, guess what I then started doing? If you guessed that I shared every
business secret I knew here on TSL, then youre right. Many people thought I was crazy.
Why would Marcus show everyone how hes had so much success? is a question that has been
posed quite a few times over the past year. And the answer to the question is simple-Most
business owners are lazy marketers. Theyre the horse that doesnt drink. I can spell success
out for them all day long but the majority (again Paretos Law always proves true) simply dont
do what it takes to be successful. Amazing...sad..yet very true.
4. Theres Room for Everyone On Top: This may come across as a bit utopic but its true.
Having an abundance mentality, I firmly believe theres room on top for everyone. Thus, if I can
help more companies to succeed, the laws of karma will in-turn bless me and my business as
well.
Why is it that way? I have no idea; I just know that it is. Sure, it takes guts to show the world the
right way to run a business, build a product, or offer a service-but its this same mentality that
blesses everyone while thrusting your company to the top of its field.
5. The Train is Already Leaving the Station: If businesses want to live in fear of great
marketing, then they must understand this-The train called inbound marketing (blogging,
video, etc) has left the building. Either get on or be left behind. Or, to put it in my most eloquent
manner-Its time to pooh or get off the pot folks.
Success is not going to wait for coward business owners. Success will enter the lives of those
persons that have a teachers mentality. So, to all you business owners out there right now that
are looking down this path of marketing and debating its merits, look no further. The time is
now. Get on the train, theres still just enough time.
____________________________________________________________________________
Content Marketing Tipping Points

Something magical happened to me in January of 2011. As I was reviewing all my stats and
analytics from 2010, I stumbled across a very unique number that has changed my business and
lead to our most profitable year ever.
Page 139
But before I explain what I found, a little background information is in order. For the past 10
years, before I started teaching others about marketing, I was a pool guy. Yep, thats right, I
own a swimming pool company that installs inground swimming pools throughout Virginia and
Maryland. During this time period, weve seen some major ups and downs, with none worse than
the economic collapse of late 2008.
But with this crash we also experienced one of our greatest discoveries-content marketing. In
fact, once we embraced content, and decided to become the leaders of the swimming pool
industry (in terms of consumer education), our blog, website, and business exploded. Today, the
site is the #1 trafficked inground swimming pool website in the world.
One Little Number Can Change Everything

Getting back to my original paragraph though, as I looked at the 2010 analytics, and compared
all the leads versus the leads that had turned into actual customers, I noticed a trend that Id
never picked up on before.
To make a long story short, if a lead read at least 30 pages of our company website, the
closing rates, if I went out on a sales appointment, would shoot up to nearly 80%.
Considering the average closing rate for a sales appointment is 10-15% in the swimming pool
industry, this number was astonishing.
Literally, with almost every customer I looked at, the number of page views was 30 or above.
Heck, some were 75, 100, and even 250 pages viewed!
Once I realized there was a direct correlation between number of page views and closing rates,
our entire marketing strategy changed as a company. We now dedicated all of our efforts to not
only producing great content, but making sure our prospects saw and read this content-which
would therefore help them reach this magical tipping point and almost guarantee the
likelihood of the sale.
A Principle for any Industry

Also, once I began to investigate further and watch this content tipping point number in action,
I realized the principle would apply to other businesses just as well as it did mine.
Page 140
This being said, I started teaching on my marketing blog and in seminars the principle of content
tipping points, and with each event came incredible feedback. As business owners heard the
principle, they would go back to their web analytics and start to see that they, too, had a tipping
point for their product or service. Once they understood what this number was, they would then
engineer a marketing and sales process that would be centered around said number.
Learning *Your* Content Tipping Points

Although I could literally talk about the principle of content tipping points all day, if youd like
to know what yours is for your business, there are basically 3 things youll need to do:
1. Produce Content!
When we started blogging as a pool company, our website consisted of a total of 20 pages.
Today, it has about 750. Had we not produced all of this content, we never would have known
just how prolific some leads would be in terms of research (page views).We also would not have
had the chance to realize that 30 pages was the core number for all of our content marketing
efforts.
So if youre not blogging, producing video, and creating other informational works on your
company website, its time to get to it!
2. Beefy Analytics
Some of you might be wondering how I knew the page view numbers of our leads, which is a
very good question. You see, something like Google Analytics tracks visitor behavior, not
lead behavior. In order to do that, youre going to need more. In my case, I use HubSpot
analytics. Whenever a visitor comes to my website and fills out a form, they then become a
lead and I can now start tracking their behavior.
If your companys web analytics do not track lead behavior, Id strongly recommend you
consider a platform that will give you much than youre currently getting from the basic Google
Analytics.
3. Web Forms
In conjunction with #2, if you dont have places on your website where visitors can fill out forms
(contact, free reports, blog subscription, etc.) then you wont be able to get the information
Page 141
needed to track their behavior, no matter what type of analytic platform you might be using. So
be sure to give your readers ample opportunity and offers to be able to gather their information in
exchange for your excellent content and services.
In closing, if youre looking to take your content marketing to another level, Id strongly urge
you to do your best to find out what your content tipping points are and then create a sales and
marketing campaign built around this incredibly important number. By so doing, your sales cycle
will likely shorten while your margins increase, and this year may just be one of the best years
ever for your business.
Page 142
Chapter 5: Finding Writing

Inspiration
An Authors Peril: How to Keep Writing and Blogging
When No One is Reading
I published my first paperback book when I was in college. It was of the self-help type, and after
18 months of hard work to write it and find a publisher, I could only dream big as to the success
my first literary work would eventually have. But as the saying often goes, its a good thing I
didnt hold my breath.
Despite my high hopes, the book never took off, barely reaching 1000 sales. Sure, I was happy
Id have a little treasure for my posterity to look back on, but at the same time I felt it had
generally failed in terms of influencing other people for good.
I published my next book about 3 years later. This time, I knew the book would take-off. It was
the only of its kind and there was literally no doubt in my mind that it would end up being a best
seller in its niche.
Soon thereafter, disappointment set in again. Yes, it did sell decently. Heck, it even eclipsed
5000 copies, a number that over 95% of all published books never reach. Notwithstanding, those
numbers seemed so small for a book that I completely felt to my core would affect the lives of
hundreds of thousands of people for good.
I was perplexed. Again, my desire to help others on a very large scale had fallen shot. As before,
a part of me was proud yet the other half felt genuine disappointment and a little sadness with the
results.
A Story of a Fish
All of us have heard the story of Moby Dick. Yes, thats right, the tale of a whale and an
interesting guy that called himself Ishmael. But what so many fail to realize about this novel is
the fact that its author, Herman Melville, only experienced moderate success during his lifetime.
In fact, Moby Dick was initially panned by most critics and did not explode in popularity and
appreciation until the 1920s, roughly 30+ years after its authors death.
Why did Melvilles epic novel take so long to catch fire? Thats a great question, but in reality
Page 143
its just one of thousands of literary works that did not get noticed upon initial release.
Im not inferring here with this example that were all going to die before someone actually
notices our literary genius. No, not at all. What I am trying to say though is that sometimes we
simply cannot control outside forces. Timing and fate are very funny things. Just recently, as a
matter of fact, I was reminded of this truism:
Theres a Melville Moment in all of us

About 10 months ago I was getting my kids to bed when the phone rang. Not recognizing the
number, I curiously answered the call and was surprised to find on the other end the editor of a
prominent magazine. To my amazement and splendor, the gentleman said he had found my book
to be the premier work in its class, and wanted to buy its rights so as to produce a shortened,
article version for the magazine. As you might imagine, I quickly responded in the affirmative,
grinning from ear to ear the rest of the evening.
A few months later the magazine was published with my article, and with its circulation of 1
million readers in 40+ languages, you can imagine the joy I felt. Finally, the teachings in the
book were helping the masses of people I had envisioned 7 years before but at this point had all
but given up on.
Keep Plowing Forward

I mention this little story because as writers, teachers, and communicators we all have our ups
and downs. Our passions and dreams can be floating on clouds one minute and then buried in the
deepest abyss the next. But the next time you think to yourself no one is reading or appreciating
your work, remember that although you and I cannot always control time, we can control the art
we produce. So keep writing. Dont give up on yourself, your blog, your business, or your
dreams. Yes, there will be tough moments, but as the famous saying goes:
I never said it would be easy, I only said it would be worth it...
So whats your story? Do you ever feel like you should just stop writing, blogging, or owning
your business? How have you overcome these tough times and managed to find your Melville
Moments?
____________________________________________________________________________
7 Ways to Stop Staring at the Screen and Start Writing

Your Next Great Blog Article
Page 144
Its time to write. Your next scheduled article to post is already a day late on the calendar.
Youre nervous, frustrated, and feeling the pressure. All you see is a white screen in front of you.
Call it writers block. Call it burn-out. Whatever you call it, youve got it. And youre frustrated.
Such a scene is all too common with many bloggers and content marketers out there. Simply put,
for a writer, there is almost nothing worse than the inability to produce. And when we cant
seem to produce, the tension and frustrations can throw our whole world for a loop.
For the last few years of my life Ive been blogging. Beyond the scope of running my swimming
pool company and writing about 200 articles during this time, Ive also written over 300 articles
on The Sales Lion.
A kind gentleman who follows both of these blogs asked me a simple question recently :
Marcus, how the heck do you do it?
Good question. In fact, its a question Ive been thinking about myself lately because the truth is
its not hard for me to constantly produce new and original articles. Heck, if my mind had its
choice, Id write an article here on The Sales Lion every day but I realize that 3 articles a week is
the perfect balance for most readers, so Ill just continue to build ideas upon ideas of possible
articles and add them to my little list of Future Posts.
But lets talk about this for a second. How can a blogger constantly come up with fresh and
informative content without hitting the wall and losing his or her mind in frustration? Here
goes...
7 Butt-Kicking Ways to Stop Staring at the Screen and Start Writing Your
Next GREAT Blog Article
1. See a Lesson in Everything: I follow many blogs on the Internet. And one habit I see many
fall into is they just start saying the same thing over and over again in each article without
integrating personal experiences into their writings. This, my friends, is a HUGE mistake.
You may have noticed that almost every post here on The Sales Lion relates a recent experience
Ive had in my life. Literally, I go about my day looking for lifes lessons. To me, and I really
mean this, every act that Im a part of throughout a day has a morsel of truth that comes along
with it.
More than anything, this is why so many bloggers struggle. When I hear a blogger tell me they
simply dont have rich learning experiences I tell them theyre wrong and their problem isnt a
lack of great experiences and events in their life, its a lack of recognizing and gleaning from
said experiences. If you simply learn this one skill I can promise youll never look at a blank
Page 145
screen on your computer again.

2. Become a Master at Thinking Like a Consumer: For many businesses, this is huge. Thats
why Ive talked so much about this skill in past articles. Business owners and marketers
constantly assume that consumers know more than they really know, which therefore limits
ones ability to teach, teach, and teach some more. The key here is to ask yourself every possible
question (none are too basic) a consumer might have regarding your product or service and then
start writing about it. I know this sounds like common sense but like the phrase says, Common
sense is sadly uncommon.
3. Dont be So Dang Rigid: Im all for having a blog schedule and for planning ahead, but Im
also a huge advocate of allowing yourself to feel inspired and follow those promptings when
they come. For example, there have been times when Ive started an article that I had planned
only to find that my passion and thoughts at that moment were elsewhere, on another topic.
Usually, this is because I just had another one of those powerful life lessons mentioned in #1
above and because its so fresh in my mind, thats what I need to be writing about in that
moment. So be flexible. Allow inspiration. Listen always to your inner voice.
4. Get to Know Your Body and Brain: I know, this one sounds kinda weird but stick with me
for a second. We all suffer from fatigue, whether it is mental, physical, or spiritual. For me,
because I write so much and my brain is constantly on overdrive, there are moments when I can
see that if I try to write that second, the effort will be too great because my mind/body is off or
simply tired. Its in these moments that Ive learned to immediately stop what Im doing and go
for a walk, wrestle with my kids, hop on the elliptical, call a friend out of the blue, etc. By
simply taking a break, your mind and body will get a needed re-charge and youll be off to the
content races once again.
5. Forget Perfection and Just Write: Too many people want to be perfect when they write. I
got past that a longtime ago and accepted the reality that I aint no Victor Hugo. I know that Ive
got important things to share with the world and a few writing or communication imperfections
are simply not going to impede my progress. So dont be so hard on yourself. Write...then
edit..then smile..then push publish.
6. Choose Passion Every Time: Remember, if youre blogging just to make money than your
business model is doomed to fail...miserably. Money is not a great motivator. Yes, it can get
us excited but after a while, it becomes a curse. Do I make money because of The Sales Lion?
Yeah, sure I do, but this blog isnt about the money. I have to write this stuff. Its literally
begging me to exit my finger tips. This is passion, and I sure hope you feel the same about what
you write.
7. Write with a Smile: Dont even ask me to explain this one, because I cant. But trust me, it
Page 146
works. The next time youre in a little funk and the cursor doesnt seem to be moving, smile.
And Im not talking about a partial grin here folks, Im talking about a big, fat smile. I promise
that when you do this some crazy thing starts to happen in your brain and everything will just get
easier. (I told you I couldnt explain it.)
I hope these 7 tips will help you in your efforts to be consistently great at blogging. They may
take a little time to learn, but take it from me that I know they work and I use each habit every
single day.
_____________________________________________________________________________
The Misconception that is Inspired Writing and Blogging

Around 9:30pm last Monday night my wife and I were having a discussion. It went something
like this:
Nikki: Whats on your work schedule tonight?
Me: Well, I need to post something on The Sales Lion tomorrow but I honestly am not sure what
Im going to write about.
Nikki: Oh, Im sure youll think of something, you always do.
Me: Yeah, I hope so....(after a thoughtful pause) Maybe Ill write about success habits for the
new year.
Nikki: There, just like I said, you always do.
This Aint So Bad

Shortly after our conversation, I was sitting in my downstairs office, smacking the keys of my
laptop, and pensively thinking about the habits that had made such a difference in my life this
year. And as quickly as my fingers could type, before I knew it there was laid out in front of me
a list of 20. With almost no previous thought of what I was going to be writing that night, the
words were now taking care of themselves.
About 45 minutes in, the first draft was done. Never once had I stared at the clock. To me, it felt
more like 10 minutes.
But there they were, 1700 words, and after reading the draft, a surprising thought came to mind.
Wow, this aint too bad.
Page 147
Frankly speaking, I knew it was good. No, not a good as in Look at my writing, it rocks but
rather a These words have just been waiting to find their page type of good.
Those of you that have been writing and blogging for some time know exactly what Im talking
about. Sometimes your stuff is just OK and you know it. On other occasions its pretty good.
But then there are the moments when everything seems to come together and you look back and
say, Wow, I just wrote that??
This, my friends, is inspired writing.
The Results
The next day, once the post was published, I found my intuition had not led me astray. Quickly,
personal emails started coming in. Twitter started to bustle. And Facebook really began to work
its magic.
In fact, in less than a 24-hour period, the post received over 1000 visits from Facebook alone.
For some of the bigger bloggers out there, this number may seem like chicken-feed, but for me it
was a big deal. After all, I usually get just under 1000 visits from Facebook over the course of an
entire month.
Within 72 hours, the post had become my #1 trafficked article ever on The Sales Lion, and had
also been tweeted and liked more than any other previous post. Furthermore, it was a
lightning-rod for private emails of people telling me how it how touched them in some way, with
the word inspired coming up again and again.
Just Start Writing

I dont say these things with any intent to brag here my friends, I only mention them to make this
critical point:
If I hadnt started writing, the inspiration never would have occurred, and none of the
good stuff would have ever happened.
Page 148
Seriously, think about that for a second.

How many times have you said to yourself: Oh, I really dont have anything good to talk about
today and so therefore Im not going to blog?
Weve all been there-every single one of us.
Last Monday night, as I was discussing this subject with my wife Nikki, it would have been very,
very easy to simply pass on the article and look for lightning in a bottle some other day. The
inspiration, at least at first, didnt appear to be present.
But again, thats not how inspiration normally works. In fact, the idea (shared by many) that we
should only write and blog when we feel inspired or have something amazing to say is a
complete falsehood, and its certainly not the M.O. of the majority of the greatest writers and
bloggers in the world today.
The Key
So heres my writing advice to you:
1. Set a writing/blogging schedule.
2. When the time comes, open up your laptop.
3. Once open, start hitting keys.
As for the inspiration, well I guess well just have to wait and see if it decides to join the party.
Chapter 6: Writing, Copywriting, and

Communicating Like a Champion
Page 149
How to Learn to Love Writing, Blogging, and Content

Marketing
If someone were to ask you how much you enjoyed the process of writing, what would you say?
Do you like it? Do you love it? Or is it a chore that you know needs to occur so as to produce
content and continue to reach the personal or business blogging goals youve set for yourself or
your business?
A Writers Journey
As I was driving home today from a 3-day business meeting that completely consumed all my
time and labors, I felt something within me calling out. Yes, my writing instincts had been
pushed aside for the first time in many months . Needless to say, they were ready to be released.
While driving in my car and analyzing these feelings a little smile came to myself as I realized
just how much of a mighty change has been wrought within me over the past 2 years.
You see, I used to abhor writing. I can remember those 500 word book reports we had to do back
in middle and high school that were such a tremendous challenge. Later on in life, while in
college, my English instructor flat-out told me I wasnt very good at writing. Was he mistaken?
Likely not, but clearly the self-label had begun to take effect.
The Shift Begins

By the time I was 22, my feelings started to change. Just having returned from living in the
country of Chile for 2 adventurous years, a desire within took root. I wanted to share my
thoughts and experiences. I wanted to teach others what life had taught me. To do this, I knew I
must confront my fears-it was time to embrace writing.
It was during my 20s that I wrote 2 books. The first was total drudgery. Less than a page a day
with over a solid year of writing. It was tough. It was laborious at times. Despite the difficulty
though, I began to see light at the end of the tunnel.
My second book came easier. I started to learn to write like I talked. No longer would I have to
scrutinize every single sentence as I did before. Although I still had a long way to go, the process
of putting my thoughts to pen became easier and easier with each new word.
Page 150
Finally, at about the age of 31 I embraced a culture of content marketing within my swimming
pool company. For a solid year I wrote at least 2 posts a week. Again, things got easier and
easier, and I became faster and faster. The blog literally changed the entire industry and lead me
to becoming a major thought leader within my niche.
My Greatest Writing Challenge

Then came The Sales Lion in November of 2009. This new project ushered in even greater
writing challenges. I was now in a field full of excellent bloggers. But I had a burning desire to
build my personal brand and I knew each article that was published could literally take me to
new heights.
At first articles took at least 90 minutes to write. Countless late nights were involved. The
challenge was great, but so was my will to succeed.
Today, an article such as the one youre now reading, will typically take me 25-35 minutes to
write. In most cases, as soon as I have a title worked out in my mind, I feel as if the article is
already written. Its truly an amazing thing. No stress. No worries. Just enjoyment and
inspiration.
There is a Writer in Each of Us

I mention this not to make myself sound like a smart guy, but rather to give real insight into
the life of a non-writer. I cannot count the number of times Ive heard someone tell me that
theyd love to blog or embrace content marketing, but simply dont think its possible because
they arent good at, and therefore do not love, the act of writing.
To those persons, please understand that Ive been there. Heck, were all there, on the same path.
Personally, I know I have a long ways to go until I write magical prose with utter ease, but I can
assure you that the thousands of hours Ive now spent blogging have been worth every minute.
To close, I repeat my original question: How can you learn to love writing?
Answer: Find your passion. See yourself as a teacher. And start putting your thoughts
down on that computer screen of yours.
The journey for each and every one of us along this road is a unique one. For some it may come
Page 151
easy. For others it will be difficult. But for everyone it will be worth it.
__________________________________________________
7 Ways You Can Learn to Write Like You Talk
Ive noticed an interesting trend lately as Ive been reading the mountains of blogs and blog
comments on the web. For whatever reason, I hadnt picked up on this before but now that I see
it, Im beginning to realize its a big problem for many. Simply put, heres my concern:
Most People Dont Write Like They Talk

I really began to pick up on this phenomenon when I started looking at bloggers, the way they
wrote their comments, and then reading their actual blog articles. Whats crazy is that I have
found many bloggers write better in their comments on other blogs then they do in their own
posts. This is very interesting indeed and so the question is Why? What makes their comments
a better read? That, my friends, is what I want to address here, and the answer is clear: They
write comments as if theyre actually talking.
I know, sounds like too simplistic of an answer, but its true. One of the greatest keys to writing
in this age of Web 2.0 and building online relationships is by being real. Who are you? Whats
your style? Whats your voice?
If people (your readers and audience) cant answer these questions, then youre in trouble. They
must know you through your writings. If not, youve failed, and your brand will suffer.
So how does it happen? How can you write like you talk? Here are my thoughts..
7 Ways You Can Learn to Write Like You Talk

1. Chill Out
Thats right. Just chill. For example, when you talk to a friend, spouse, or relative do you worry
about every single word? Are you worried your next sentence will be a belly-flop? Hopefully,
you dont, because if you did your conversations would be as painful as P90X. So relax a little,
will ya!?
2. Keep the Vernacular
Page 152
When I say vernacular, I mean that although we all want to sound and appear smart, reaching
for words can actually hurt our flow of thought and ultimately hinder words from leaving the tips
of our fingers. (BTW, when I say keep the vernacular, you may want to filter a few words
unsuitable for virgin ears)
3. Colloquialisms and Funky Words are Fine
Whats a funky word? Hmmm, let me see if I can draw from a few of my regulars on The Sales
Lion.
Dufus
Ding-Dong
Barf
Shnikees
Wacko
Un-stinking-believable
Dude
Dang
Catch my drift? The words above are just a few unique terms that have been found in my past
articles. But considering I write exactly as I talk, the articles just wouldnt seem real to me
unless they were included, plus you guys wouldnt know just how goofy of a guy I am.
Another example of this is my buddy Leon in Australia. Many of you have seen him comment on
here with his hilarious colloquialisms from down unda that always make readers smile, and
without such phrases, Leon wouldnt be nearly as appealing. So although filtering and
professionalism do have their place, be careful to maintain your genuine voice, got me mate??
4. Smile While You Write
Seriously, this tool is awesome, and a great way to gauge if youre taking yourself and your
writings too seriously. Smiling means youre happy. Smiling affects your entire physiological
state. Smiling carries over into your writing and will make your words and message more vibrant
to readers. My point? SMILE!
5. Tell a Story at Every Opportunity
Im mystified how often people write without stories. It simply makes no sense to me
Page 153
whatsoever. When we talk to our friends, we always use stories. Theyre intricate. Theyre
effective. Audiences not only perk up when a personal experience or story is told, but they are
also able to turn your words into a picture much easier.
Just look back on my blog. Out of hundreds of articles on here, Id bet less than 10 are without
some personal experience or observation on my part. If youre not following this pattern, do
yourself a favor and start writing about your life today as it will make the process of content
production much, much easier.
6. Grammar Aint all its Cracked Up to Be
Look, Ill be the first to admit that proper grammar and writing style do have their place and are
certainly important (especially in certain types of business), but many writers get too dang
caught up in the rules. For example, I have this lovely habit of starting sentences with the word,
and. General grammar rules dont smile upon this, but I frankly dont care. I write like I speak,
so I guess the rules will just have to live with it.
7. Stop Trying to Impress Everyone
Seriously, have you ever written something and worried about whether or not your style would
impress others? If you have, ya messed up. Want to impress readers in this new age? Try
honesty, sincerity, and transparency. If you simply focus on those 3 writing characteristics,
youll eventually find great success in your niche.
_____________________________________________________________________________
Is the Curse of Knowledge and Bad Vernacular Killing Your

Sales and Marketing Success?
I had an amusing experience the other day that was quite symbolic of the problem so many
businesses, marketers, and salespersons are having all over the world this very minute regarding
their communication.
To make a long story short, I contacted a business regarding the innovative topic of Geothermal
Heating for swimming pools. I wanted to do a blog post for my pool business on this novel
subject matter and asked the company if they would be interested. They said they would and this
is what was sent back to me, word for word:
Page 154
DX Geothermal, sometimes referred to as water less geothermal is the most efficient heating
system available. The DX system uses copper tubing buried in the ground to which the systems
refrigerant circulates thru. Because of this, the constant, renewable temperature of the earth
being directly transferred to the systems refrigerant gives us constant and greater efficiencies
that are not obtainable with traditional air sourced or water sourced heat pumps. Gas fired
systems are only 80 to 90% efficient, air sourced heat pumps are about 200 % efficient
provided the outdoor air temperature is high enough to draw heat from and water sourced
geothermal systems approach 300% but the added cost of operating a ground water pump and
the maintenance of the groundwater side detracts from this. DX heating efficiencies range
between 400 to 600% and remain constant regardless of outdoor temperature and weather
conditions. Another advantage is, unlike water sourced systems that require deep wells or
large areas of closed loop tubing buried in the ground. We can install systems with in as little
as a 12 by 12 ft. space for drilling. These systems are virtually maintenance free as there is no
outdoor coil that requires annual cleaning and no water circuit on the ground end to be
maintained. With a properly sized system, we can maintain the desired pool temperature year
round without the use of any other source of heat. The system life is 20 to 30 years as well.
Huh?? Say What??
Ok, if you were able to make it through that without your head spinning in 400 different
directions, then youre clearly much smarter than me. Now granted, maybe the nice gentleman
that sent this didnt fully understand what I was asking for, but if Im being realistic this guy is
just suffering from the same communication disorder that so many business people and
salespersons around the world make every day when discussing their products. This disease has
become known as:
The Curse of Knowledge

I read a great excerpt on this lately from Yihong Ding over at Semantic Focus discussing this
very interesting topic. The article states:
There are many examples of the Curse of Knowledge in the book Made to Stick: Why Some
Ideas Survive and Others Die, written by Chip and Dan Heath. One famous example is the
experiment of tappers and listeners. A tapper heard a well-known song, such as Happy
Birthday to You or The Star-Spangled Banner, and then he tapped out the rhythm to a
listener by knocking on a table. After hearing the rhythm being tapped, a listener was then
asked to tell the name of the song. According to the book, after repeating this experiment
many times the tappers believed that the listeners should have correctly guessed at least 50%
of their tapped songs. In reality, however, the listeners only guessed 2.5% songs correctly.
This is a fantastic demonstration of the Curse of Knowledge. The tappers knew the song when
Page 155
they were tapping (so they were like experts), while the listeners knew nothing prior to hearing
the tapping (so they were like laymen). The tappers had failed to deliver what they believed to
be easy to the listeners. It was the Curse of Knowledge that produced the significant gap
between 50% and 2.5%. When we think that we have succeeded in explaining our knowledge,
we in fact did not.
Every field, no matter what its category, has its own vernacular and knowledge. And the
people in that field, all too often, lose touch with reality in terms of their ability to discuss their
products, services, job descriptions, etc. with other people. They just naturally assume everyone
else knows what the heck they are talking about, which couldnt be further from the truth.
Computer Nerds Just Dont Get It

This is especially true in technical fields like the Internet. My goodness, some computer nerds
suffer from the curse of knowledge so much that theyve almost reached the point of speaking a
completely different language. It can be crazy in some cases.
To give you an example, I did a local search of a company that offers computer services in my
area. Under the services section of their company website, they offer the following (again,
word for word):Securing Infrastructure Research, Design, and Implement Technology to increase
efficiency and security Provide repair services for current Technology on a monthly maintenance
fee or incident basis Ability to offer remote support services to ensure your Infrastructure stays
optimized Pre-wire new or existing business construction for current and future Technology
growth Proactive System Management Standardization and Optimization of business
Infrastructure Server build, support, and implementation Networking Implementation
Now I know many of you reading this will think that such phrases make plenty of sense. But for
90% of the prospects and business owners (at least in my rural area of Virginia) that browse over
this website, they really wont have a clue as to what its saying. In fact, I visited three more
local websites in my area to find they all suffered from the exact same problem.
So my question for you here is, are you suffering from The Curse of Knowledge? Are you
speaking and communicating to others (such as your customers) in such a way that they clearly
understand you?
Or are you making the terrible assumption that they share your knowledge, your vernacular, and
your way of thinking?
Page 156
Overcome and Succeed

If you can overcome this problem, I can guarantee that it will put you at the top of your field in
terms of communicative abilities. So take pride in your abilities to be understood. Take pride in
your simplistic, succinct, and informative writing and speech. Take pride in knowing that
because you choose to explain things in a manner for all to understand that you are able to have
great influence and success.
_____________________________________________________________________________
Dumb It Down, Will Ya?!!!

I had an SEO expert call me last week and this was his opening line: Mr. Sheridan, do you
realize your site is not optimized for many important keywords in your niche?
As soon as I heard this question, I debated having a lot of fun with the guy and continuing the
conversation, or just simply letting him be and allow my pity to quickly end the conversation.
I chose the latter but as I hung up the phone, a simple thought came to mind: This guy is too
dumb to dumb it down..and hell never make money because of it.
Yeah, kinda strong, but its true. The Curse of Knowledge is Getting Worse
My friend the SEO expert wasnt different than most folks though. In fact, his actions
represent the majority-in all industries, niches, and segments.
In the early days of my blog, when I had like 5 readers, I talked extensively about the Curse of
Knowledge, and how most business owners and employees use a vernacular well above their
clients, thus destroying common sense communication and sales in general. And as I continue
down this road of teaching and speaking about sales and marketing, Im seeing the curse of
knowledge more and more and more.
Just last week, as I was speaking to a variety of SEOs and marketers at the Marketing Sherpa
Optimization Summit , I asked the group a very simple question: Everyone (in the world)
knows what optimization is at this point, dont they?
As I expected, the majority of people in the room shook their head in the affirmative-another
sign that most simply dont understand their clients and prospects.
Page 157
My follow up went something like this:

Actually, NO. Most people have no clue what the word optimization is. In fact, 95% of all
business owners still dont know what a keyword is. Furthermore, most of the people in the
SEO and marketing industry use a slew of common words and phrases that very few small
businesses actually get.
Stupid Acronyms!
And speaking of common words and phrases that most people dont get, Ive got to take a second
to mention a second curse-The Curse of Acronyms.
Ive got to tell you, in general, I hate acronyms. They stink. (except TSL of course, which is the
coolest!!)They assume people have a clue when they dont. And often times they kill good
conversation and ultimately cost people (thatd be you and me) lots of money. Here are a few
examples of the most commonly used: ROI (Return on Investment), ROS (Return on Sales), B2B
(Business to Business), B2C (Business to Consumer), CMO (Chief Marketing Officer) ,CRM
(Customer Relationship Management), CPC (Cost Per Click), CTR (Click Through Rate), SMBs
(Small Medium Businesses).
Although I could go on and on with a list of acronyms, Ill stop there and just say this:
If youre utilizing acronyms all of the time in your sales, marketing, and content-youre
losing lots of money. Yeah, sure there are many people that know what they mean, but there are
many more that dont know what the heck youre talking about theyre just too embarrassed to
admit it.
This rule obviously also applies to any other industry or trade specific words that are applied to
your niche.
Our Goal is NOT to be a Genius

At the risk of sounding a bit prideful (please dont take it that way), the #1 compliment I
receive regarding my speaking and writing is this:
Marcus, you said it in such a simple way..now I get it!
Page 158
Do I ever get accused of being a genius? Nope, but thats not the goal. The goal is that everybody
gets what the heck it is Im saying.
When we speak or when we write, we have a choice to make folks-We can try to impress
ourselves or we can solely work to enlighten the audience. But be rest assured, the more big
words, acronyms, and scientific stuff you say-the less youll actually communicate a lick of
value to your audience (at least in most cases).
Because I have the ability to simplify subjects, and because I try to never speak above my
audience (whether it be a single client or a room of 500 people), Im beginning to experience
tremendous success in my life. As an example, Ive been traveling around the country in the last
few weeks to help existing HubSpot clients find success with their inbound marketing.
But do I bring any more knowledge to the table that HubSpot doesnt already do with their
hundreds of awesome employees, thousands of articles, and slew of helpful videos?? Nope, not
at all, but the one thing I can do pretty darn well is explain how the system works to average the
Joe and Jill that have a desire but simply dont get it.
So thats the challenge folks-start dumbing it down and stop assuming your clients know more
than they do. If you do this, I can assure you the results will be astounding...
______________________________________________________________________________
Baseball, Persistence, and How I Became a Natural Writer

Lets Play Ball
I need to tell a story. My son Joseph (aka JT) is in coaches pitch baseball this year. Basically,
coaches pitch works like this: Kids, ages 6-9, are pitched a baseball from a machine. This
machine tosses the ball at about 40 mph and consistently throws strikes down the plate. So as to
keep the inning moving quickly, each child on the team gets a total of 6 swings to hit the ball. If
they havent hit the ball within 6 swings, theyve struck out. Once every player has had 3 at bats,
(3 total innings), the game is over.
As you might imagine, kids this age trying to hit a little ball going 40 mph and only having 6
swings to do so often times doesnt work out too well. Heck, its not unusual to see coaches
tossing the ball ( very slowly mind you) under-handed to the kids because they simply cant
seem to hit the machine.
Page 159
But as luck would have it this year, my son was drafted (that always makes me laugh) by a lady
named Tina Moss. Along with her husband Bill, Tina takes coaching these youth very, very
seriously. This was evident in the first practice of the season, where she laid out 2 simple, yet
profound rules to kids and parents:
1. The team would practice twice a week, no matter what, and attendance was expected.
2. Everyone would learn to hit off the machine, and there would be no underhanded pitches
during the game. (In other words, they were going to work very hard.)
Personally, when I heard Coach Tina say this, a big smile came to my face. Yep, she was going
to push these kids, and she wasnt going to allow an apparent lack of talent or ability get in
the way.
Of course, once I watched the results of the first practice, I was a little concerned for Tinas
wishes, as there was one big problem-a lot of our players (keep in mind these are very young
boys and girls, many of which have never played ball) simply had no clue. Unfortunately, talent
was not going to carry this group. Wondering how Tina would react, I just sat back and allowed
time to tell.
Over the next 5 weeks, my sons team practiced a total of 10 times. Rain or Shine, somehow the
coaches managed to work with the players. Even more amazing, they would have special
practices for the kids that couldnt hit well. Unlike the kids in Malcolm Gladwells Outliers,
none would fall victim to a lack of attention from coaches. Simply put, Tinas will to help them
succeed would overcome any deficiencies their apparent lack of talent might induce.
Game Day
Finally, just last week, after hours and hours of practice, my son played his first game. Watching
our kids warm up, I was amazed at their smiles and confidence. It was obvious they were ready
to play some ball.
The game started with the other team batting. Within no time, I realized their kids werent well
prepared. In fact, I talked to one of the parents and was told they had only had 2 practices over
the previous weeks. Thats right, they had 2, and we had 10.
Page 160
After a quick first half of the inning which saw their kids miss ball after ball from the machine, it
was our turn to hit.
Me and my boy, future Hall of Famer

With coach Tina standing on 3rd clapping and cheering her future stars on, the hours of hard
work were ready to shine...and boy did they ever.
To make a long story short, these were the actual results of our players:
24 at bats, 24 hits
Page 161
And the other team? 3 hits...total.

Thats right, in a 3 inning game, all 8 players on our team hit the ball every time. But not only
that, every hit was made by the 3rd pitch. Not a single child needed 6, much less 4, pitches. 3
was it. As a father and huge sports fan, I was literally blown away by what I witnessed. Kids,
who just weeks before didnt know where to stand at the plate or even how to hold the bat were
now ripping balls into the outfield.
Lets Quit with the Lame Talent Excuses

So whats my point with all of this? Well, to be completely frank, my days are filled with
businesses owners explaining to me why they dont have talent with the web, technology, and
content marketing. If I had a dollar for every time Ive heard someone tell me, Im just not a
good writer, Id be a rich man. The reality is that we all stink at writing in the beginning. In
fact, and I will bet my life on this, none of us came out the womb knowing how to slap words
and sentences together. Somewhere along the line, each and every one of us, little by little, had
to learn it.
When I was a kid in 4th grade, I was labeled a below average reader. They put me in a group of
other below average kids at a separate table from the rest of the class and I was happily made
fun of for being in the remedial group.
Fact is, I couldnt read (and certainly not write) worth a lick for a long time. When my brother
was 9 he could devour a comic book in 5 minutes. As for me at the same age, I just remember
looking at the pictures, because the reading part of it was too tough.
Later on in life I got poor grades in English. Then in college my professor told me I couldnt
write very well. Personally, I wanted to punch the guy.
So did I roll over and play dumb? Heck No. I got mad and wasnt afraid to stink at writing. I
had stuff to say, and I knew eventually I was going to figure out how to say it on paper without
sounding like an idiot.
The Making of a Writer

So two years ago I started blogging. Looking back at those articles, I can only shake my head at
how poorly written so many were. Here, have a laugh week and check out this one, my second
post on TSL. But since that time Ive written over400 articles on my different blogs, which
Page 162
accounts to be somewhere around 400,000 words worth of info along with 500+ hours of sweat
equity. To give you a better feel for this, most of Seth Godins books are between 30,000-50,000
words, which is like saying Ive written over 10 books during the past 2 years.
The humorous part to all of this is the fact that these days people tell me all the time Im a
natural writer. But much like the kids that struggled to even swing a bat their first day of
practice, the road to writing has not been an easy one for me. Has it been arduous? Heck yes.
Have there been ups and downs? Yes again. But has it been worth it? Well, just like the kids on
my sons ball team would tell you, yes, it surely has.
Page 163
Chapter 7: All About HubSpot

Note***In 2011 I became a HubSpot Partner, which means companies can sign up to HubSpot under
me. If youre interested in possibly learning more or signing up for HubSpot, please contact me directly
at [email protected] . You can be assured Ill give you my honest feedback on whether or not it
makes sense for your organization.
The Most Important Customer Review of HubSpot Youll

Ever Read
We live in interesting times. For small businesses throughout the world, its a time when many
are realizing the need to make a change. The old stuff no longer works. Whether its radio, TV,
print, direct mail, etc.-the times have changed. These forms of outbound marketing are, more
or less, dead in most industries. Inbound marketing (attracting people to your site) is the new
wave, the future of the way all small businesses will think and act. But for a HUGE majority of
these businesses that are the heart of the worlds economy, theres a major problemOnline Marketing and Web Design are Hard, if not Impossible, if Youre Not a Tech Nerd
The direction of your company may very well lie with HubSpot....
I used to share this same problem. For 7 years I was the average pool guy running an average
swimming pool construction business, attempting to fight the tide of web consumers that I was
out of touch with. Even worse, I was a complete and total web dufus. Although I wanted badly to
be in control of my own website and its content, my hands were completely tied. I was stuck.
And I knew Id soon go broke if I didnt make a change and get with the 21st century.
Luckily for me though, I stumbled upon a website that grades other websites on a scale of
1-100. Eager to see where my companys website would score, I entered our information, and
out came the grand score of 17 out of 100. In that moment, HubSpots WebGrader tool gave me
a smack in the face like nothing else had done up to that point. It was the moment of truth.
It was also in that moment that I made a commitment to get out of my comfort zone and learn
what it was to have a great website for my business that would surpass the needs and
expectations of todays consumer. Within a half-hour of learning more about HubSpot, I knew
Id stumbled upon what I was missing-the bridge that would take a web dummy to web, or
should I say Inbound marketing, expert.
Page 164
Rocketing to the Top

Over the past 20 months Ive been engulfed in following the teachings of HubSpots system and
doing everything I could to take my business to the next level. And without question, boy has it
worked. To make a long story short, our site is now one of the top swimming pool websites in
the country. Its blog is nationally recognized. Organic (free) search has shot through the roof and
our brand is so well known that the sales process is quicker and easier than it has ever been. All
this while trying to be a pool guy in a very down economy.
So much has HubSpot changed my business and life that I now give web and marketing classes
to other businesses. Im the type of guy that believes in the law of abundance. I believe that good
things need to be shared so that we can all stand at the top and share in success. This is also why
Im writing this article on my own volition as a HubSpot customer. By no means has HS (well
call them that for short) asked me to do this.
But as Ive read various reviews of their product online, Ive taken offense by certain people and
companies that have talked down their product and system without really having a leg of
experience to stand on and therefore make judgments. Thats what makes this review different.
Im just like you. Were in this together.
So the following is a list of common questions and concerns Ive seen mentioned regarding the
HS system. Ill do my best to be succinct and frank with each answer, as I feel thats always the
most effective means of communication.
Does It Work?
Does a bear poop in the woods? Oh, sorry, just had to slip that one in there. Yes it works-for
those that make it work. In other words, there is this myth out there in the world that some
webmaster guy or group can magically make your company appear on the first page of Google
for just about any phrase youd like. This is a total lie and all those guys should be imprisoned, at
least in my humble opinion. The fact is establishing a strong web presence does take work and
effort.
But the beauty behind HS is that they provide you with all the tools and resources necessary to
do so. And when I say all, I really mean ALL-hence their all-in-one system. Whether its
blogging, web design for dummies, video marketing, social media, analytics, etc, HS gives you
the tools necessary to do very well with each-and measure your effectiveness with each while
youre at it. For anyone that says, HubSpot doesnt work or didnt work for my business I give
you this rebuttal: HubSpot wasnt the problem, you were simply too lazy to make it work for
you. They gave you everything you possibly needed, but as a wise man once said:
Page 165
You can take a horse to water, but you cant make him drink.
What Benefits/Tools will I Get by Using HubSpot?

Control: This is an absolute no-brainer. HS has one of the simplest content management systems
Ive ever seen. For those of you unfamiliar with this phrase, its basically a system that allows
Non Techies to design their own websites with almost no previous programming or code
knowledge. Such a tool allows business owners and their employees to overcome the terrible
bottleneck of having a webmaster and ultimately take back the keys to their web marketing
vehicle. This sense of empowerment is amazing, but its only a fraction of the HS benefit.
Analytics: HS has intensive analytics tools built in that allow you to track everything you can
possibly know about your web and social media traffic. With mountains of charts, stat sheets,
etc; you will be able to have a firm grasp on the best and worst pages of your website. Youll
know what is generating leads and whats not. And youll also have a clear idea of words that
you rank for in the search engines and ones that you can improve on.
SEO: Search Engine Optimization, or your ability to show up on the first page of Googles (and
others) search results, is a key to web marketing that cannot be ignored. Because the search
engines can be hard to understand and rather fickle, HS has various tools that allow you to know
the SEO strengths and weaknesses of each page on your site, therefore allowing you to make
adjustments and better optimize each page, which will in-turn mean more traffic, leads, and
ultimately sales.
Competitors: Do you know how good your competitors websites are? If you dont, then youre
missing out. HS not only tells you all the words/phrases your competitors rank for in search
engine results, but they will also tell you about the links your competitors have coming into their
sites, the grade of their site, and if theyre moving forwards or backwards in terms of their web
effectiveness. Simply put, this tool is incredible and a must for any business.
Awesome Lead Analysis/Tools: HS is all about getting you more leads and converting those
leads into sales. This is why theyve set up tremendous systems for creating lead capture forms,
automated email follow-ups, and lead grading. When it comes down to it, the more you know
about your leads, and the more you can nurture the leads in your sales funnel, the more sales
youll make. Its that simple and it works.
Super Simple Blogging Platform: Every, and I mean EVERY, company must have a blog if
they expect search engines and consumers alike to take them seriously. HS makes it easy for
Page 166
your business to integrate a blog directly into its website, which in-turn enables you to build
more subscribers and leverage blogging as an SEO tool. Along with the blogging platform, HS
has many built-in analytics tools to help you know which blog articles are working and which
ones need improvements. This tool alone made HS worth its weight in gold as it saved/made my
company thousands of $$$ in increased leads and sales through great consumer education
combined with a concise SEO strategy.
How Much Does It Cost and Is HubSpot Worth It?

Im always baffled when a potential HS customer calls me as a reference and they think HS is
expensive. Currently, HS has a few different tiers that companies can choose, but at the time of
this writing, their Basic package goes for about $4000 per year and the Professional package
is about $12,000. My swimming pool company and The Sales Lion both use their Professional
package. Whats really perplexing to me though is the fact that businesses will blow thousands a
month on the Yellow Pages, or radio, or direct mail, etc.-all of which have very short-term
results and practically no residual-yet these same companies hesitate to spend a few thousand
dollars a year on a system that will bring them leads, at an increasing rate, FOREVER.
What am I missing here? For me, spending 12k a year on what amounts to 90% of my
companys advertising is utterly laughable. When it comes down to it, if companies really
understand how much $$$ HS will save them (assuming they do their part) then theyd be
offering to pay more for the system just to get up and going tomorrow. I really mean this with all
sincerity-Its worth every penny.
Who Doesnt the HubSpot System Work For?

Lazy people. Sorry, but its the truth. If youre lazy, go spend all your money and buy a $2000
monthly ad in the Yellow Pages.
Will HubSpots System Be Surpassed by other Better Systems?

A legit question, but let me just say this. Since Ive been using the HS system, theyve changed
and added tools on a weekly basis. Some have been minor, some have been major, but the key to
understand is that by no means are they a static company just resting on past success. I once
visited their place at Cambridge and upon meeting their staff and CEO I realized they were a
bunch of awesomely passionate marketing and computer nerds trying their guts out to
improve their system for businesses like mine and yours each and every day. The constant
developments in their system are a reflection of this and I can only imagine how many great
Page 167
tools the company will come up with in the future.
What Makes HubSpot Different?

When it comes down to it, I think the great difference of HS is the fact they are changing the
culture of Internet/inbound marketing as we know it. They believe in teaching the masses (see
their blog and self-help articles, theyre amazing) as much as possible so that any man or woman,
no matter their background, can be their own webmaster and SEO. They give, give, give with the
hopes that businesses will understand this great paradigm shift and therefore embrace the HS
way. In fact, when I think of HS, this phrase always comes to mind, as its a perfect reflection of
their business model:
Give a man a fish and feed him for a day...Teach a man to fish and feed him for a lifetime.
So thats my suggestion to you. Its time to learn how to fish. Its time to change your life. If
youve been considering HS and havent pulled the trigger, then Im here to tell you that youve
wasted enough time, so lets get with it. Why delay success?? And remember this critical key:
If you just follow the HS inbound marketing system and use all their tools, youll
automatically be ahead of over 90% of the businesses in your industry who are still living in
the stone-ages.
Think about that for a second. It aint an exaggeration. Again, once you truly understand this
youll stop waffling over whether or not HS is worth it and youll start realizing that this decision
will impact your business likely more than any other decision youve made since opening its
doors.
Top 5 HubSpot Customer Problems and Solutions

As anyone who reads my blog on a regular basis knows, my experience with HubSpot started as
a Non-Techie business owner who was struggling to grasp web marketing in a rapidly
changing, technology-based economy. Luckily though, before my business fell too far in the
tank, I was able to learn and embrace the concepts of inbound marketing while leveraging all of
HubSpots tools to create what is today the most popular swimming pool blog in the world.
Notwithstanding our successes as a company, the process of learning to utilize HubSpot (HS)
was not an easy one at times, and many mistakes were therefore made along the way. That is
why I eagerly wanted to write this article, as most new HubSpot customers need just a little
Page 168
guidance and direction when it comes to getting the most bang for your buck while using all of
HSs incredible inbound marketing tools. So without further ado...
Top 5 HubSpot Problems and Solutions

1. Poor Blogging Strategy Due to Bad Titles and Topics: I could go on and on about this one.
But to make a long story short, the key to great small business blogging has to do with thinking
like a consumer, not as a business owner.
What I mean by this statement is the fact that business owners and content marketers often fall
short of their blogging potential simply because they dont write about topics in such a way that
consumers, or search engines for that matter, care.
This is why I always tell clients to do the following: Ask yourself, What are the top 25
questions consumers have regarding my product? Write each one of these questions down,
exactly as a consumer would word them. These questions are the titles of your first 25 blog
articles, which equates to over 3 months worth (2 articles every week) of powerful content
marketing. Now get to work, and dont deviate from the plan.
You may think this exercise seems silly or too basic, but it works. Ive seen it happen over and
over again. In fact, it will form the foundation of a powerful long tail keyword strategy for your
companys blog and therefore benefit you for years to come.
2. Not Using/Understanding the CMS: As most people are well aware, HS has a super-simple
content management system (CMS) that allows anyone, without a lick of code knowledge, to be
a successful web designer. I can say this from experience because even though Im still not
code-savvy or a programmer today, Ive designed multiple websites with the HS CMS.
Unfortunately, when some people get started with HS, they simply dont take the time to play
with the system. And when I say play, thats exactly what I mean-tinker, experiment, test.
Clients should act like they have a new iPhone and get to know all its fun little features. Because
HS cares so much about their clients having success with the system, theyve created an
extensive training library and boot camp to enable you to quickly become skilled with the
system. With such tools, theres simply no excuse for someone not to become well-versed
quickly with the HS CMS.
3. Dont Take Advantage of Analytics: This one is very similar to the CMS topic above, but
because HS has so many analytics to look at, new clients that dont have much of a tech
background can get overwhelmed and therefore dismiss all the wonderful analytics all together.
Page 169
Needless to say, this is a huge mistake. Just as with the CMS, HS has set up training videos and
articles to help their clients take advantage of each and every tool thats available to them. When
it comes down to it, reading analytics and understanding traffic patterns of your website needs to
be a daily ritual and will play a major role in any companys inbound marketing success.
4. No Lead Capture: Whats the use of having a site that gets a lot of traffic if it doesnt also
generate sales? I dont know about you, but Id choose leads and sales over traffic any day of the
week. The fact is though; increased traffic should equate to more leads, which will ultimately
lead to more sales. This is exactly what happened with my swimming pool company and is what
has happened with any HS client weve ever had at Biz Buffs. Unfortunately though, I see HS
customers all the time that only have one or two lead capture items on their entire site. Such
actions make me slap my forehead, as I know this person is likely thinking HS and inbound
marketing doesnt work when in reality they are doing it completely the wrong way.
Because HS understands the importance of lead capture, theyve created multiple tools that will
allow you as a client to create and insert forms, buttons, and landing pages throughout the site. In
fact, as a general rule of thumb, you should have at least some type of offer/lead capture on every
page of your website. When done the right way, this will inevitably increase leads and drive
sales.
5. Not Enough Time: Ahhh yes, the Im too busy to do inbound marketing statement. Yep,
Ive heard it before and every time I hear it I can only shake my head in disbelief. The reality is
that if businesses and business owners really understood the importance and power of proper
inbound marketing theyd never put it on the back-burner. Theyd never dismiss it as something
to be done next week.
In fact, inbound marketing is so important Ill often suggest to clients (who are too busy or dont
have staff available to help) that they hire someone solely for the purpose of content and video
production, social media interactions, etc. Although some business owners initially balk at the
idea, once they see how much money they save on advertising because of such a strong web
presence theyre always grateful they had the faith that inbound marketing would work if they
just gave it their proper attention.
So those are your top 5 HubSpot problems and solutions. I can promise you that if you but only
follow these 5 steps your HS experience will be life-changing for your business and inbound
marketing will become the core to every success within your company. Ive seen such results
happen over and over again for other businesses and I hope that you will soon embrace this great
change for your business as well.
Page 170
7 Keys to Remember When Starting with HubSpot

1. Dont Wait to Start Using the CMS (assuming you currently have control problems)
For some dumb reason, when I signed up with HubSpot I only used their Content Management
System for our company blog, and not for the rest of the website. So although I was getting
tremendous value from their analytics and the SEO the blogging was bringing my way, I was
still hand-cuffed in terms of designing our website. In hindsight, I was simply afraid that if I
converted my site to the HubSpot CMS, Id be married to the company forever. Also, I think I
still lacked the belief that I could actually be my own web designer.
Luckily though, with the help of a few great HubSpot employees, I finally saw the light and
went all in with a complete website conversion. Whats crazy is that I waited 6 entire months
from the time I started with HubSpot before I made this move. But as soon as the conversion was
made, and I realized just how easy it was to manipulate and design my sites pages, my creative
energies and juices ran wild. I literally felt like a new business owner and frankly I feel like a big
dummy for not making the change from the get-go. But as they say, its better late than never.
Note***: Because of its design limitations, the HubSpot CMS may not be a great fit for every
company, especially existing sites with special code, graphics, design, etc.
2. Attend Bootcamp and Watch the Training Videos!!
Im not sure what it is about men and directions, but were all apparently born with this thing
that prevents us from making life much easier and actually reading the directions versus doing
things the hard way. Such was the case when I started blogging and using the CMS. Although I
was doing quite a few things OK, I was missing out on many skills and features because I hadnt
taken the time to learn about all the awesome analytic tools that were available to me.
This is why I strongly urge everyone starting with HubSpot to not just lean on your initial
consultant to learn the system, but rather utilize their incredible training articles and videos so as
to establish your base and then use the consultant to clarify any confusing points. Remember, the
goal here is self-reliance.
3. Embrace Blogging (i.e. Better Teaching)
Ive talked about this a ton but its still a huge mistake I see with HubSpot clients I now consult
with. Nothing has changed my company, as well as my life, like blogging has. The organic (free)
traffic that we receive to our site on a daily basis is mindboggling compared to what it was 2
years ago. Looking back, I only wish I had been a little more consistent with my blogging early
on, as well as a little more clean with the look of each blog.
Page 171
For example, my first blog articles were very plain-no photos, bullets, embedded videos, etc.
But once I started blogging at least twice a week, as well as worked on the general look of
each article, the traffic and subscribers increased drastically in volume.
4. Utilize Forms/Landing Pages
As you likely already know, HubSpot makes it really, really easy to create lead-capture forms for
your website. For some dumb reason, I waited months to utilize these great forms.
Notwithstanding, today my site has some type of lead capture on almost every page and the
amount of leads we have in our system today versus what we had a year ago is staggering.
5. Lead Nurturing is Awesome
Going hand-in-hand with great lead capture forms, HubSpots automated lead nurturing system
makes the life of a business owner and marketer much, much easier. For example, my swimming
pool company sends out a free DVD to customers who fill out a form on our webpage, and
without me doing anything, the lead will receive a nice follow-up letter 5 days later asking them
what they thought of the DVD.
This tool has been a tremendous asset in preventing any customers that for whatever reason did
not receive a DVD to be able to notify us instead of thinking weve forgotten about them. It also
has lessened the amount of time-consuming email follow-ups we have to do with our lead base.
6. Throw Yourself into Analytics/Sources/Keywords and the Rest of Your Dashboard
HubSpot has some of the greatest analytic tools in the world on their dashboard. These
analytics let you know amazing things about your customers, but the key is that you actually take
the time to become familiar with the dashboard, especially these analytic features. Im always
amazed at how many HubSpot users I talk to that arent even using half of the awesome tools
available to them with the system. Heres a general rule of thumb: You should get to know the
HS dashboard like the back of your hand.(And no, Im not kidding.)
7. Be Patient!!
Rome wasnt built in a day, and nor will your ability to understand HubSpot. Dont put too much
pressure on yourself, and certainly dont get overwhelmed. If youre patient but hard working
and determined, little by little each day will get easier and easier.
Page 172
4 Reasons Why Internet Cookies (Lead Tracking) Will Rock

Your Business World
Cookies....Mmmmmm....Just the thought of them gets my salivary glands working. And no,
Im not talking about the ones Grandma used to make. Im talking about the Internet kind. And
trust me when I say that these cookies, if you try em, will be the best youve ever had.
What the Heck is an Internet Cookie?

But before we go into the reasons why Internet cookies are the greatest thing since sliced bread,
let see how our friends over there at Wisegeek define these sweet marketing tools:
A computer cookie is a small text file which contains a unique ID tag, placed on your
computer by a website. The website saves a complimentary file with a matching ID tag. In this
file various information can be stored, from pages visited on the site, to information
voluntarily given to the site. When you revisit the site days or weeks later, the site can
recognize you by matching the cookie on your computer with the counterpart in its database.
So for those of you that are new to this term, did you get all that?? Well, if you didnt, just look
at it this way. Every computer, just as a vehicle has a license plate, has its own address. This
address is referred to as an IP address, or Internet Protocol address, and is a numerical label
assigned to just about every computer on the web. The beauty behind cookies is that it knows
when your car (computer) and license plate (IP address) have entered the building (website).
In fact, because your address is recorded and always being monitored, cookies enable a website
to follow you wherever you go while youre on their site. As you can imagine, knowing where
your customers have been on your website, the pages theyve viewed, how long they spent on
each one, and how many times theyve come back, is an extremely powerful sales and marketing
tool.
It Starts with Lead Capture

But before we cover just what cookies can do for you, understand that the only way cookies even
work in the first place is if a visitor to your site fills out a form. This part is key. When a
customer fills out a form, cookies are then attached to the IP address and at that point the benefits
begin.
Page 173
And one other point-Many people turn the cookies to their computer off, therefore disabling
others to track their actions when visiting that site. Notwithstanding, many others allow cookies
and its benefits to you as a business owner and marketer are incredible. So lets check out what
this awesome tool can do for you and your business.
4 Reasons Why Cookies Are Stinking Awesome

They can tell you how the visitor found you: Lead tracking is an essential component of any
marketing plan, and its imperative that were able to track how our customers are finding our
site. Did they arrive via Pay Per Click? Was it an organic search? Maybe a referral from another
website? Either way, as we see how customers are finding our site we are then able to focus
more attention on that area and have more direction with our web marketing focus.
They can tell you how many, and what pages, a lead has viewed: In this information age, an
informed consumer will make or break a sale for a business every time. For example, my
companys website has about 250 pages. And after looking at lead activity for about a year now,
Ive come up with the following ratings system:
1-5 Pages Viewed: Likely not very serious and maybe misinformed. Good chance this person is
not yet in the buying phase.
6-10 Pages Viewed: Luke-warm shopper. Still has not spent nearly enough time to become
informed and educated, but showing signs of hope. Will need quite a bit of teaching if/when we
meet for a sales appointment.
11-20 Pages Viewed: Relatively serious shopper. This person has taken a decent amount of time
to become informed regarding our company and products, and therefore has a solid foundation.
Still could use quite a bit of knowledge and teaching though.
21-50 Pages Viewed: Serious Shopper. Very informed. Looking to make a decision, likely soon.
50+ Pages Viewed: Red Hot Lead. This person knows just about everything there is to know
about me, my company, and my product. Not only is this person going to buy, but it appears
theyre already sold on us.
Now you may be thinking its not a good idea to judge a lead before you actually meet them, but
Im here to tell you that if you follow customer patterns long enough, including the type and
number of pages viewed, you will be able to thin slice quickly just how serious they are about
Page 174
buying, their hot buttons, and their overall product/company knowledge in general. Although I
always keep an open mind when meeting with a prospect the first time, the numbers almost
never lie.
3. Number of Site Visits: Who do you think is more ready to buy-Someone who has only
visited your companys website once or someone who has visited your site 4 times in the last 48
hours? Im sure wed both agree that youd choose the latter, which only makes sense because
that person is obviously thinking quite a bit about your product and appears to clearly be in a
buying mode.
4. Visit Notification: Holy Cow, this is one of the coolest tools ever. Imagine that you recently
gave a client, well call him Jeff Jones, a quote and upon following up with Jeff, you leave him a
message only to receive no response. Undeterred, you trying calling him a second time but again
receive no call back. By this point, you dejectedly give up hope that Jeff is interested and decide
to file his information and quote away. But two days later, out of the blue, you get a notification
on your blackberry that says, Jeff Jones is visiting your website. With a new-found hope, you
call Jeff and this is how the conversation goes:
You: Hello Jeff, its Marcus Sheridan (Cool name!), how are you?
Jeff: Marcus, hello, Im so glad you called me. Youre not going to believe this but I just got off
your site!
You: (w/ a big smile in your voice) No way! Well I guess it was meant to be then, huh Jeff?
Jeff: Wow, I guess so. But Im glad you called....
Ive literally had a conversation similar to this one countless times with clients of mine. Ill give
up on them and then, out of the blue, I see theyre visiting my website. And as soon as their
name comes across my blackberry, you better believe I call them that second. Can you imagine
the power of such a tool?!!
The following is an actual lead from my website. Take a look at this persons stats and then well
talk about what it all means:
Activity Summary Most recent visit 1 hour ago,11 visits since March 22, Average of 25 page
views per visit, 275 total page views, 81 unique pages viewed, 1 form submitted, Found site via
Google Search for: Virginia Fiberglass Pools, Better than 99% of Leads
Page 175
Now tell me, just by looking at these stats, what type of customer do you think this person is?
Yep, you guessed right, this customer is AWESOME. Which is why she was one of the easiest
sales Ive ever made. The person was so well informed, and had gone over so much of our
website, that by the time I met with her she was basically completing my sentences. She literally
knew everything about me, my company, and my products. No doubt, she was a dream customer,
but I knew this even before our first visit.
HubSpot and Cookies

Although I could literally talk about the power of cookies for your business all night long, Ill
close with one last point. As many of you already know, the analytics I use with my website, as
well as all the forms I utilize with their corresponding cookies, are just another benefit of using
HubSpot. This simple HS feature has made me thousands and thousands of dollars over the past
year that I would clearly not have made had I not been using all the powerful tools that come
with the HubSpot content management system.
The reason why I toot HubSpots horn so much is not because Im a paid employee of theirs, but
rather because my time with them has altered my life in profoundly positive ways and
completely revolutionized the marketing 2.0 strategies we utilize as a business.
Dont Delay Another Day

But whether you plan on using HubSpot or not for your website, make sure as soon as youre
done reading this article that you find a way, if youre not already doing so, to implement
cookies into your business marketing plan. Sadly, the few words Ive written about the power of
cookies here on this post in no way do the topic justice, but hopefully its a start for anyone
previously unaware of this powerful tool. You now have the knowledge, so dont hesitate to
make it work for you!
___________________________________________________________________________
.
Page 176
How to Sign Up with HubSpot and Working with The Sales

Lion
So youre interested in possibly signing up for HubSpot, are you? Thats great, but its important
to understand the following:
HubSpot is just a tool, and only as good as the person using it.
HubSpot and inbound marketing will not work overnight. (Usually great results are seen
between the 3-12 month time period)
HubSpot and inbound marketing require time. (I tell everyone, the first 2 months require about
10 hours of dedication a week, and then goes down with time.)
HubSpot and inbound marketing are a culture. To have success, you must stay at it and be
consistent.
HubSpot is amazing, but its NOT a magic pill.
Signing Up with HubSpot Through The Sales Lion

As most folks know, because I had so much success with my swimming pool company and
HubSpot, I now teach other businesses how to replicate that success. Coming from the side of
the average Joe business owner, I am able to speak the language of my clients and show
them exactly what they have to do to start the inbound marketing race running.
As a HubSpot partner, many clients sign up underneath me. Typically, well do a boarding or
training to get the client up and running, and once they feel self-empowered and able to fly, I
push them out the nest. This means my clients arent paying a large retainer to me every
month because their training is such that it enables them to powerfully take control of their
own inbound marketing destiny with the right plan, vision, and support.
The cost of signing up with HubSpot underneath me as opposed with going to HubSpot directly
means that you will spend the exact same amount of money for the package. But, because I do
make a commission off of anyone that signs up with HubSpot underneath me, I also offer a
FREE 1 hour, 1 on 1coaching session to anyone that signs up. Furthermore, as mentioned earlier,
Page 177
I do offer training courses, consultations, etc that empower folks to take charge of their HubSpot
and Inbound Marketing, which is nothing like anything offered in the entire industry.
If youre interested in HubSpot and would like to sign up and also receive your FREE
consulting, please email me at [email protected] and Ill contact you immediately.
Page 178
Chapter 8: Web Design that Wins

The 8 Major Mistakes of New and Improved Website
Redesigns
Since returning from my conference in Vegas last week I have been very pleased to receive
multiple emails from business owners who are stoked to embrace proper web marketing and
finally bring their business up to speed with the information age. At the same time though, a
large portion of these businesses owners are getting ready to make a monumental mistake. Why?
They dont realize this essential truth:
A New Website Doesnt Mean Squat

Thats right, it doesnt mean squat, at least in most of the cases. You see, the majority of new
and improved websites I see for small businesses are no more than a better looking version of
their previous train wreck.
It Aint About Looks

A web redesign has very little to do with looks or appearance. In fact, the most successful
web marketing small businesses understand that what defines a truly great website comes down
to 2 essentials: Freedom and Content
What do I mean by freedom? Freedom means that you as a business owner can make immediate
changes to any part of your website. Want to announce a sale? You can do it immediately. Want
to post a new video? You can do that too. Want to quickly send out a mass email to customers on
your list? No problem.
And what do I mean by content? To make a long story short, content means that you see your
sight as an information vessel for consumers and you do everything possible to teach them the
good, bad, and ugly of any possible decision they will make regarding your products or services.
It means you blog regularly. It means you utilize video. It means you see everything you do as a
Page 179
teaching opportunity.
So my question to those of you who are in the process right now of getting up your new website
is can you say these two simple things? Will your new website facilitate your freedom of design,
creativity, and thought leadership or will it again be stifled, just as it has always been, by a
webmaster that holds all the keys?
For those of you that have said yes to these two imperatives, I submit a further look at the
necessities of your new site, otherwise you are just spinning your wheels and wasting your
dollars:
The 8 Essentials of a New Website Design

1. An information and consumer driven blog: At the very minimum, write at least one new
article a week.
2. Video utilization and You Tube: Visually show all the steps and elements of your product or
service.
3.Social proofs from existing customers, usually coming in the form of written and video
testimonials.
4.Owner and staff bio pages: Tell us about yourself, your family, your goals, your
mission...tell us about YOU.
5. Lead capture forms on every page: Thats right, every page. Whether is a blog subscription
form, a free eBook to download, or a contact form-you must give your clients an
opportunity to take the relationship to the next level on each and every page of your site.
6. Social Media Integration: Sorry, but it doesnt matter if you dont like or appreciate such
social mediums as Twitter, Facebook, and LinkedIn. The only thing that really matters these
days is what your customers like, and as anyone who has been alive will admit, consumers love
social media. Its a part of our society now, and theres no turning back. So accept it, embrace it,
and start using it today.
7. Some type of content management system: This is a little behind the scenes (the website
viewer doesnt notice) but it sure as heck is a must for just about any business today and beyond.
Whether its a more advanced/complicated CMS like Drupal, Joomla, or WordPress-or even a
more simplistic system like HubSpot-you need to be able to make immediate changes and
additions to your website, whether you are a computer guy or not. In todays world, being a
computer guy is grossly overrated thanks to the power of content management systems.
Page 180
8. A vision: Do you know where your website is going? Seriously, whats the goal of the thing?
If you dont know this and if your site doesnt reflect this vision, then youre off track. Know
your websites destination, and then make this destination a reality.
I really do hope those of you that are in discussions with a web designer right now will consider
this list. Dont allow yourself do this half way and certainly dont let a webmaster rationalize
mediocrity. Do it right the first time. Make no exceptions. Dont tell yourself that youll add this
or that element later. No, put yourself in the position to do it right immediately (meaning you
have the ability to build all of the above) and I can assure you that such a move will not only
save you major time and money right now, but it will also lead to major web marketing success
as you continue to add content and value to your new web vehicle.
________________________________________________________________________
5 Profoundly Important Parts to Every

Business Website in 2014 and Beyond
I dont know what it is lately, but I swear it seems like 4 out of 5 companies I talk to are in the midst
of redesigning their company website.
But I get it, times are changing fast, and consumer expectations are changing even faster. What
was acceptable just a few years ago is now viewed as not enough.
Because the way consumers vet, judge, and decide on companies and products in the information
age, the importance of having a GREAT website has never been so high.
And mark my words, this trend isnt slowing down.
The bar will only continue to be raised.
Search engines and consumers alike will only get smarter.
Thats the world in which were all a part of.
That being said, because so many companies are currently in the midst of a digital overhaul, I felt
it necessary to discuss 5 website features I feel are a must for success in 2014 and beyond. Here
goes:
1. A Home Page with Immediate Answers:

Page 181
If youre looking for a model homepage that is the essence of intuitive, clear, and user friendly, the
Copyblogger homepage is the perfect model.
As many of you know, I speak a lot. And over the past few years, Ive asked thousands and
thousands of people a simple question: What makes you fall in love with a companys website?
Far and away, the #1 answer (and its not even close) looks like this:
I want to find what Im looking for, and I want to find it quickly.
Such a profound statement really, and so telling as to where were all headed on the web.
Page 182
When it comes to a great website, consumers MUST be able to navigate IMMEDIATELY to what
they are looking for. More than ever, their impatience is at an all-time low, which means the first
10 seconds of their experience on a homepage is utterly criticaleither we give them what theyre
looking for or theyre gone.
This means messaging should be clear, simple, and concise. Furthermore, excellent and intuitive
navigation is a must. Ask yourself this very simple, 2-part question:
Within 10 seconds of being on my website, could a first time visitor:
1. Understand that we (as a company) are able to solve *their* problem?
2. Know where to go to get the answer to said problem?
I call this the 10 Second Rule of Homepage Design and few companies do it very well.
2. An Education Center
Page 183
Just having a blog wont be enough in 2014 and beyond if your goal is greatness. Health Catalyst
(client) realizes this, and has created what they call their knowledge center, which is literally full
of all their education materials in a multiplicity of forms.
For a long time, Ive been discussing the concept that a blog should be thought of as a place
where a business embraces the philosophy of They Ask, You Answerand takes each question
they get from prospects and customers and answers them in an honest and transparent manner.
As I look ahead to 2014 and beyond, I think the next iteration of a blog is the actually
transformation of the name (something Ive never liked anyway) to a more complete and robust
educational experiencehence the Education Center.
Page 184
In an ideal world, an education center is not only wrought with answers following the They Ask,
You Answer philosophy, but it also is laden with multiple means by which a site visitor can take
in the informationbe it articles, videos, webinars, live chat, podcasts, utilitarian apps, etc.
Yes, this is a section of the site that doesnt occur over night, but it certainly is feasible with
enough focus, dedication, and commitment to truly being, as I always say, the best teacher in the
world at what you do.
3. About Pages 2.0
Im a big fan of the folks at Wild Boy Design. Their website, and their About page, exudes their
exceptional personality and marketing zeal and tells a story in the process.
Most companies have an about page of some type on their website, but the truth is, most about
pages do little to let others (consumers) have a real peak into the soul, and people, of the
business. (props to Wild Boy Design above)
Weve all heard the phrase: People buy from those they know, like, and trust.
Page 185
Although this statement may not be true 100% of the time, it sure as heck carries the day in a very
large majority of business transactions all over the world, again and again.
This being said, most businesses make a huge mistake when it comes to creating these personal
relationships of trust well before the first contactbe it face to face, on the phone, etc.
For example, most companies have a sales force (be it 1 person or 1,000). To put it in blunt terms,
the basic goal of each one of these sales professionals is to meet with clients and ask them for their
money in exchange for a product or service.
This being the case, why would so many organizations essentially hide their sales staff from the
world (digitally speaking) and wait for the opportunity to build necessary trust needed for said
transaction? Wouldnt it make way more sense to do everything in their power to enhance the
know, like, trust factor long before first contact?
This is exactly why about pages (on a website) should truly allow others to get a feel for any
employee who regularly works with clients and prospects. Just having a picture of the team in
2014 isnt enough. Individual pages with more complete and personal information are critical.
Furthermore, a site visitors visual senses should be spoken to as well, with photos and videos of
the employee as well.
4. The Visual Learner
Page 186
Companies like Element Three understand the power of visual on their website. As you can see
from their homepage, they have a great mix of video, photo, and text.
Its no secretvideo is a big deal. (see YouTube)
Page 187
Photos are kind of big too. (see Pinterest, Instagram, Etc.)

The digital age has also ushered in with it the visual agea time where more and more people,
especially the younger generation, are choosing visual over textual when it comes to their
preferred form of learning and communication.
Studies have shown that over 60% of all people are visual learners, and this isnt a number going
down whatsoever. In fact, its only going to continue to move in an upward trend.
This is exactly why great websites not only appease the visual learner, but exceed their
expectations. Its also why a companys ability to excel at visual teaching will be a
monumentally important part of content marketing success going forward.
5. The Pricing Section(s)
Page 188
Whether you put your actual prices or not on your website is up to you, but no matter what, the
subject must be addressed. In this photo, we see a snippet of the great pricing page from
WPEngine.
For 4 solid years Ive been preaching from the roof-tops the importance of addressing the subject
of pricing on your company website. At the time, when I started this movement, many in the
marketing world gave me a hard time, making statements like, The example of River Pools is not
comparable to other industries.
Boy were they wrong.
Fast forward to today and with dozens and dozens of very successful clients under my belt,
EVERY SINGLE ONE has embraced this philosophy withoften timesmassive results.
Here is the thing: Ask a room of 100 people how they feel when they go to a website and struggle
to find cost and price information.
100 out of 100 will use words like:
Frustrated
Mad
Upset
This is exactly why it inexcusable in my opinion to simply ignore a question that every single
prospect and client wants to know about.
Does this mean you post all your prices, wages, and margins on your website?
Of course not. Heck, you dont even have to list a single number if you dont want to.
But you DO have to address the subject. You DO have to explain to the world why the answer is it
depends. And ideally, you should do this openly and honestly on a visible and prominent section
of your website.
Remember, its your choice as to whether or not you address consumer questions, but know
thisif you dont, someone will.
And that someone will earn the trust.
Page 189
Chapter 9: A Little About Social

Media
Why Facebook and Twitter Don't Mean a Dang Thing for
Online Success in Certain Industries
Ive come to the conclusion that the most overvalued number in all of social media and
marketing is that of total tweets and Facebook likes when it comes to blog posts.
Now, now, before the hair on your neck stands up and you start screaming, please understand
there are always exceptions to generalized statements, as is the case here. Notwithstanding, Im
tired of seeing so many business owners worried that their content isnt getting liked and
tweeted when all they really should be caring about is that their stuff is getting read and
accomplishes the bottom line goal of making money.
Thats right, I say making money because all the content and blog posts in the world dont
mean squat unless they are leading to more trust, leads, and ultimately paying customers. But I
digress..
First Impressions in Social Media Dont Mean Much

What do you say we have a little activity, shall we? Im going to show you screen shots of blogs
on my swimming pool website, including the social media stats of each (indicated with the red
arrows), and then I want you to guess how many times that article has been read. Sound
good? Here goes..
#1. Fiberglass Pool Prices Article
Page 190
#2. Fiberglass Problems Article
#3. Above Ground and Inground Cost Article
Page 191
#4. Fiberglass vs. Vinyl vs. Concrete Article
#5. Small Inground Pool Designs Article
Page 192
#6. Pool Patio Materials Article
#7. Viking vs. Trilogy Article
Page 193
#8. Swimming Pool Plumbing Article
Your Impressions?
Now that youve had a chance to see how each of these articles did in terms of tweets, shares,
G+, and Linked In, what would you guess were the total number of page views (reads) for these
articles? To review, here are the social media stats for thegroup:19 Likes 1 Tweet 2 Google + 0
Linked in Shares
Pretty Impressive, right?
In fact, many experts in the world of social media marketing would submit that these pieces of
content were a complete failure. But alas, those folks would also not know the following stats,
exactly as they show today in my site analytics:
Page 194
Article #1: 50,432 page views with 471 inbound links

Grand total for the 8 articles: 210, 762 page views with 2,471 inbound links
What does all of this really mean?

Now you may be thinking, OK Marcus, you got a few page views and links, what does that
really mean?
To which Id respond, Dang good question!
But seriously, upon looking deep into my website analytics (using my HubSpot tracking tools) I
can account for at least $2,000,000 in sales from these 8 articles alone. There is a good chance
the number is higher, but its at least that much.
This number brings me back to my original question: Were these articles a success?
By this point, we all know the answer is a resounding YES.
But there are many lessons to be learned from numbers such as these, and here are a few:
Page 195
1.Many, many industries and niches should not be using tweets, likes, shares, etc as
true success measurement tools. (This is especially true for thousands upon thousands of
blue-collar industries where consumers focus on reading and researching, not sharing.)
2.Just because something doesnt get shared on Social Media doesnt mean its not a cash
cow( drawing huge amount of visitors [usually through SEO], leads, and ultimately
customers.)
3.Every business, industry, and niche needs to find what social media platform their
customer are mainly using..and then go after said platform like there is no tomorrow.
For some folks, this may mean your company focuses all of its attention, at least first, on creating
great content through text and video on a blog. For others, it may mean you have the best Twitter
account in your industry and drive much of your business through said account. As Ive stated
again and again, it goes back to the concept of knowing your shtick and shying away from being
a social media jack of all trades, master of none.
4. To reiterate one more time, I think Twitter and Facebook can be great tools. They can also be
decent success indicators. But every industry, and every consumer, is different..and we must
never forget that.
Why Our Definition of Social Media Engagement and

Interaction is Wrong
This past week, as I often do while traveling, I was listening to Mitch Joel's great podcast and
his recent episode with Bob Hoffman of the Ad Contrarian. Always one to masterfully combine
pessimism and years of rich experience when discussing marketing, Hoffmans pessimistic
outlook on such phrases as social media engagement and interaction not only gave me a
good snicker, but also prompted this post.
Page 196
Apparently, we like the word Engagement

If you look across the web and social media marketing realm, how often do you see the words
engagement and interaction being thrown around? Frankly, the two have been so used and
abused that I dont know if anyone really gets their relevance any longer.
That being said, let me ask you an important question , and please give it a second of thought
before you simply read on:
How do you define "engagement" and "interaction" within your company's marketing
campaign?
Is it based on comments to your content?
Social media shares?
Someone calling your store or office?
Making a purchase?
These examples and more could fit your company's definition of engagement I'm sure, but I'd
submit another point.
Reading Is Interacting
Often times when I speak at conferences I'll show audience members the incredible number of
pages single individuals will read on my swimming pool website when in the process of
researching a pool. Believe it or not, many of the customers that buy a swimming pool read at least
100 pages of the website before we ever even have the first sales appointment. (Note** I know this
because I use HubSpot)
Some have even read over 500 pages.
Think about that for a second... 500 pages??!! Can you imagine reading 500 pages of any
website???
Believe it or not, it's becoming more and more common with our swimming pool customers. But
not only that, its quite common with my marketing clients as well.
For example, most companies and brands that contact The Sales Lion for help have read
my eBook before we even have our first conversationwhich means theyve already read over
250 pages of my content.
Page 197
And would you say these folks are "engaged?" Would you submit they are " interacting", even
though it's not necessarily a "true conversation" such as are found within a Facebook page, tweet,
or blog comment?.
Content Interaction vs. Social Interaction
I don't know about you, but I choose content interaction over "social interaction" any day of the
week. This may sound sacrilegious to some in this industry, but because great content (when read
and absorbed) is literally the best sales tool in the world, why would anyone see it any other way?
Furthermore, how come so many, like the Ad Contrarian, do not see great web content in this same
light? Why arent page views considered to be a social media interaction? And why arent
companies targeting pages views (content marketing) as more important than total likes, friends,
followers, shares, pins, or whatever else you can add to the list??
The Education Economy
To me, this entire conversation goes back to what I consider the education economy. In this day
and age of information-driven consumersbrands, if they want to be great, must be master
listeners, teachers, and content creators, which therefore leads to consumer engagement,
interaction, and true advancement. Yes, this engagement may not be the kind that shows up in
an Edgerank or Klout Score, but is sure as heck leads to trust, branding, and sales.
And when all is said and done, do the rest of the metrics really matter?
Page 198
Chapter 10: eBooks and Other Good

Stuff
5 Reasons Every Small Business in the World Should Write
an EBook
Thats right, you should have an eBook. And no, youre not the exception. What, did you say
you were an auto mechanic? Yes, your company needs an eBook. Im sorry, did you say you
were a roofer? Yep, you too, you need an eBook. So youre a professional lion trainer....Wow,
you really need an eBook.
A lot of people out there in the world of business think eBooks are some weird thing found on
the Internet that only teaches other weird people how to make more money online.
Although this statement may partially be true, its far from the reality. Its time to shed a little
light on this thing called small business and eBooks.
My Story
A few years ago I wrote an eBook for the swimming pool industry. The eBook was entitled
How to Buy a Fiberglass Pool the Right Way, at the Right Price, from the Right Company.
When I wrote the book, I really only had two main reasons: There was a huge need and I saw an
opportunity to make a decent supplemental income off of said need.
But little did I know that such an eBook would initiate a major change in my life and in my
business. And as time went on, I came to understand more and more the incredible benefits that
any business can attain simply by taking the time to achieve such a work. So lets talk about
these benefits and then maybe some of you average Joe business owners out there (like me) will
make writing an eBook a goal.
5 Small Business Benefits to Writing an eBook

1. Your Company Doctrine
Thats right, your company needs its own doctrine. What do you believe? What methods do you
adhere to with your product or services? For example, in my swimming pool eBook, I stated that
Page 199
it was a moral imperative that a fiberglass pool was back-filled with stone/gravel instead of sand.
At the time, this was not a construction technique that was heavily practiced around the country.
But because of the influence of the eBook, as well as our company blog, it is now the majority.
In fact, Ive had pool builders from various parts of North America call me over these past few
years and tell me how a customer had bought my book and required the builder to use gravel
instead of sand. Pretty powerful, dont you think?
So dont be afraid to come up with your companys doctrine. What is the gospel according to
YOU? By so doing, your eBook will set standards for greatness and also act as a compass for
you and other businesses in your niche.
2. Forced Cognition
Ive talked about this concept before but Ill never grow tired of it. Heres how it works: The
more you think and write about something the better youll get at explaining it to others. For
example, I write about sales and marketing all the time. Do you think its hard for me to talk to a
client or give a seminar on this stuff? Heck no, its a piece of cake, but thats only because of
constant thought regarding the subject matter.
3. Become the Authority
Would you like to be an authority in your field? If not, then I dare say something is wrong and
you need to choose a subject/profession you care more about. Since writing my eBook and
writing so much about fiberglass swimming pools, Ive essentially become the consumer voice
of the industry. This year alone I was asked to fly around the country to consult with
homeowners that had read my eBook and wanted to pay me to oversee their pool installation.
I was also called by lawyers on various occasions to give expert testimony on the subject. I
could go on and on about this one but just ask yourself this: How many of your competitors have
written an eBook that teaches consumers about your product? In almost every industry, the
answer is less than 1%. Think that might make an impression?
4. Knowledge Equals Trust and Sales
Before I go out to a customers house to sell them a swimming pool, guess what theyre required
to do? Yep, thats right, they have to read my eBook. By so doing, they will become more
informed on fiberglass swimming pools and options than 99% of pool shoppers in the world.
Page 200
But not only will the potential customer now be very informed, but theyll also know my stance
on everything. Theyll have invested their time to read my teachings, and because of it, theyll
feel informed and prepared. Once theyve reached this point and read the book, what do you
think happens to closing rates? Thats right, they go way, way up.
I call this process of required reading Assignment Selling, and it has literally changed my life as
a sales and marketing professional.
5. You Now Have a Ton of Killer Content
Guess how many swimming pool articles my eBook made? If you guessed a lot, youre right.
There is nothing easier than taking a large eBook and turning it into 25 blog posts, or taking 25
blog posts and turning them into an eBook.
But the key here is content. No matter what your business is, you must accept the reality of
content production. Youve got to embrace and become passionate about giving great
information to your consumer base. Once you get this, your life as a business owner will get
much, much easier.
So there you have it folks, 5 reasons to get on your horse and start that eBook thats just waiting
to leave your brain and find its place on paper. Oh, and one final thing-No, the eBook does not
have to be that long. Anything more than 10 pages is pretty dang awesome in my book, so dont
let length hold you back. Get er done!!
5 Reasons Why Most Follow-Up Emails Stink and What You

Can Do About It
Do your emails to prospects and customers stink? Seriously, what type of response are you
getting as you follow up with leads and touch base with your established customers? If youre
like most small businesses, chances are youre frustrated with the poor percentage of responses
youre getting back.
One minute you think youve got a hot lead. The next minute youre back to the drawing board.
Trust me, Ive been there. Heck, I think anyone who attempts to sell or market anything
whatsoever has experienced frustrations over a lack of what well dub Email Response Love.
Page 201
Follow-Up Frustration
This was certainly the case at a recent conference I taught at for builders in the fiberglass
swimming pool industry. You see, the way it works in the fiberglass industry is there are
manufacturers and builders. The manufacturers are typically larger businesses and therefore have
stronger marketing departments. This allows them to generate consumer leads on their websites
and in-turn send the lead to whichever pool builder is in that consumers area.
Often times, these leads do not consist of a phone number and the only information a builder has
to work off of is a name and email address. And the following up with these leads is often the
center of great frustration for pool builders trying to generate sales appointments with consumers
who are slow to respond.
This scenario is essentially no different than most small and large businesses throughout the
world. More and more, consumers are slow to give out their personal information. And often
times, a simple email is the only channel by which a business can work its marketing magic and
initiate a relationship with the prospect or potential customer.
They Stink
The problem with follow up emails is essentially the same across the board. Theyre boring and
they stink. Heres an example:
Dear Prospect,
We would like to thank you for your interest in a Widget 2000. In order to help you learn
more regarding our Widget 2000, please respond to this email or call me directly on the
number below.
Sincerely,
Sales guy
888-555-666
Widget Industries
Ok, now you might be thinking that most follow up emails arent that bad, but let me tell you
that they aint much better. Ive seen countless examples of company email follow ups and at
least 90% are seriously lacking in originality, content, and character. But when it comes down to
Page 202
it, youve got to ask yourself the following question:

How much value do my emails really have?
Although this may be a tough question to answer for some, I have listed five essential
components of follow up emails. Since I implemented all of these tools in my email arsenal, the
response Ive been getting from customers is phenomenal and the rate of response has shot up
drastically. Here goes:
5 Essential Tools to Awesome Email Follow Ups

1. You Tube Video
Lets just start with the best first, shall we? As everybody who reads this blog is well aware, Ive
been preaching from the rooftops for some time now that if youre a small business owner and
you dont own a flip camera, then you need to have your brain examined. The reason why flip
cameras can literally transform a business is because they are the simplest tool available on the
market today to produce You Tube videos.
The power of You Tube for small businesses is utterly unbelievable, which is why business
owners and their marketing departments should be looking to produce these short videos every
possible chance they get. My company has about 100 You Tube videos that weve produced and
these actions have branded us on a national level. In late 2009, I started including the You Tube
videos in all my email follow ups as well, and the results have been extremely positive.
An example of this would be:
View this awesome Fiberglass Pool Installation Video:
http://www.youtube.com/watch?v=osQqatNgKzw
Whats even better is the super nerds over at Google have now made it possible to send You
Tube videos via Gmail and the receiver can actually see the video on the Gmail window, which
is awesome. In other words, all one has to do when sending an email is insert the URL link to
that particular YouTube video and the video will appear at the bottom of the screen for the
viewer to see, without even leaving the page. (Currently, this is mainly a Gmail feature.)
Just imagine what your business could do by integrating video into your emails. Instead of
introducing yourself or your products by words alone, you can add the power of visual. Dang I
love technology.. And again, if you havent already done so, stop being a slacker and pony-up
$150 for a simple flip camera!
Page 203
2. Attach an eBook
eBooks are awesome for a variety of reasons, one of which is the fact that customers will
actually read them. Not only does this eBook sell at a national level (making me a nice
supplemental income), but I also send it out for FREE with every email that goes out to a new
lead. For example, lead emails will say something to this effect:
Ive attached here a copy of my popular swimming pool eBook. I can promise you that
this 55 page guide will completely enlighten you as to the mistakes people make when
purchasing a swimming pool. It will also heavily discuss pool options, pricing, sizes,
manufacturers, etc. Please take the time to read its pages, as I can assure you it will be
well worth your time.
As you can imagine, when a consumer, who is contemplating spending 30k+ on a swimming
pool sees this, they are very likely to read the book and receive a lasting impression from the
supplier of that valuable information.
3. References
Our company sends (via attachment) a complete customer reference list to every new lead that
comes to our system. In other words, before I even meet a prospect the first time they have
already received 600+ names, addresses, and phone numbers of happy customers that have done
business with my company. And can you imagine the reaction I get from potential clients upon
receiving such a list? Nothing short of surprise and amazement are the results of such a mountain
of information.
4. Links to Your Blog
Blog, blog, blog. Along with video, blogging is the greatest marketing tool a business has in this
Web/Marketing 2.0 era. This is why its imperative your company maintains an active blog and
also why every email you send to every customer should have a link to a recent and/or applicable
blog that your company has written. In the case of my business, we always place strong and eye
catching article titles at the end of our emails, just before the signature, and it appears in this
manner:
And make sure you review these compelling articles from our blog:
7 Deadly Sins of a Fiberglass Pool Installation
Fiberglass Pool Manufacturers: Who Will Survive?
5. Questions
Page 204
Too often, follow up emails are only about the company, and not enough about the customer.
Emails should not only demonstrate to your customers that youre a though-leader in your
industry, but they should also show that you genuinely are interested in hearing the customers
concerns, thoughts, questions, etc. This is why every email to a customer/prospect should ask at
least one, if not more, questions. Im not going to give examples of questions here because that
should go without saying, but again, the key is that you actually show the customer you care by
submitting the question(s) in the first place.
So those are my top 5 additions to follow up emails that just about every small business in the
world should be utilizing today. As you contemplate the implementation of these tools and
techniques into your business, ask yourself the following question:
How many of my competitors are taking such strong action in their emails?
Id imagine that likely none of your competitors are utilizing all of these tremendous tools, which
is further reason for you to make such a change today. Do not wait. I can assure you that if you
only follow these five steps youll see a monumental improvement in your email marketing
strategy.
Chapter 11:
Further Inspiration
Get Uncomfortable: The Best Business and Life Choice

You'll Ever Make
As I sat yesterday afternoon with my business partner Jason Hughes in a sauna at the Excalibur
Hotels health club in Vegas, I was brought back to a conversation he and I had exactly a year
before in the exact same place, sitting on the exact same bench. Heres how it went:
Jason: You did great in your seminar today bud.
Me: Thanks man. But let me ask you something: Why arent you speaking here too?
Jason: (with a pensive look and half smile) You know, Ive never really thought about
that....Im going to apply.
Me: (with a really big smile) Awesome. Youre going to be great. I cant wait.
Page 205
You see, last year was my 3 rd time speaking at the National Pool/Spa show in Vegas. And every
year, Jason had attended my sessions and always been such a tremendous support. But being a
shy guy, hed never considered the fact that he could give an incredibly valuable seminar to
attendees as well-that is, until I asked.
So, throwing caution and comfort aside, Jason trusted his gut. He applied to speak shortly after
our conversation in the sauna. Weeks later, he was given the green light. And exactly one year
later, he gave one of the best classes the swimming pool industry has ever seen on how to build a
fiberglass swimming pool.
Am I proud of the guy? Yeah, you bet I am.
The Problem with Comfort Zones

I relay this story because it coincides perfectly with a statement given by Peter Shankman in his
incredible keynote at Blog World LA :
Nothing good ever comes from staying in your comfort zone.
Ahh yes, how true it is.
Ill repeat:
Nothing good ever comes from staying in your comfort zone.
As he will naturally admit, my dear friend Jason is an introvert. He is not one that has ever felt
the need nor desire to be in the middle of the spotlight. Notwithstanding, the guy has amazing
talents and abilities, and yesterday he was able to share them with many, many business owners
that needed his help.
Thus, because he was willing to put himself in an uncomfortable situation, Jason touched lives,
families, and businesses.
Such is the way life works.
My Uncomfortable Road to Success and Happiness

Page 206
At 20 years of age and a sophomore in college, I decided to drop everything and live in Chile for
two years. Uncomfortable? Oh yes. Rewarding? I cant even begin to explain the foundation that
time period laid for the rest of my life.
At 23 year of age I was attending college again, but now married, and expecting my first child.
To top it off, I was writing a book (a memoir of my time in Chile) and working 25 hours a week.
Uncomfortable? Yes. Rewarding? My wife and I look back at our time in Morgantown with a
fondness that simply cant be put into words.
At 25 I went into business with my two partners and opened a swimming pool company in
Virginia. For years we struggled through hardships, embezzlements, and frustration. Clearly,
this was the most uncomfortable and stressful time of my life. Was it worth it? My goodness yes.
The trials forced us to think in ways we never would have imagined. Without question, those
years were the refiners fire of my life.
At the age of 31 I embraced HubSpot, inbound marketing, and the Internet. Uncomfortable?
Considering Id always been a tech-dummy, you better believe it was.
Rewarding? Everything The Sales Lion is, and all of the success this blog has had, is a direct
result of that momentous decision. Plus, considering the fact that Inbound Marketing saved my
pool company and gave me the opportunity to further pursue my passion of speaking and helping
other businesses, Id say, Yes, it was dang worth it!
Today, I find myself speaking around the country to different businesses, groups, and
conferences. Without question, speaking to large audiences of people that expect to be fed great
information and value can be a little uncomfortable. But the reward? My career has exploded.
The message I bring literally is changing lives and saving businesses. That, my friends, makes
any discomfort dissipate into the joy of knowing Im doing what I was put here on Earth to do.
Is It Time to Leave Your Comfort Zone?

In the blog post I wrote, Hey Blogger, Eventually You Actually Have to Do Something, I
mentioned the fact that once a trees stops growing it dies. The same can be said for us a bloggers,
business owners, and human beings. We must continue to grow. We must stretch ourselves just
enough to experience the joys that come with such challenges.
So thats my charge to you on this day my friends. Get uncomfortable. Start that blog. Push
Page 207
record on that video camera. Send that application youve had sitting on your desk. Make that
phone call that has been on your mind. The list could go on and on, but you know what that it
is for you. And as you do these things, I promise the rewards of tomorrow will far outweigh
the discomfort of today.
20 Life-Changing Habits That Will Make the Next Year

Your Best Year Ever
The New Year is a fresh start for all of us.
This past year for me was a special and memorable one, and Ive decided to make a list of the
habits, behaviors, and actions that made such a year possible, as the momentum seems to keep
growing by the day.
Instead of listing all the things you should be doing to make this year great, I want to talk about
the things you may want to consider stopping as this new year rolls forward. Ive been working
on every single one of these habits for well over a year now, and Id strongly urge you to
consider each, as their impact on my life has been unbelievable.
But if you feel like some of these suggestions dont apply to your situation, then happily chuck
them aside and move on to the next one.
Here goes...20 Life-Changing Habits That Will Make the Next Year Your Best
Year Ever
1. Stop Thinking you can do this alone.
Thats right, you cant. We all have weakness, and we all need others to reach our full potential.
Behind every great man and woman there are multiple pillars of support in the shadows.
Since the very beginning of time, man was not meant to be alone, and this principle has not
changed whatsoever these many, many years.
2. Stop telling people, including yourself, that youre tired.
Seriously, how many times have you made this statement in your life? For some folks, its their
natural response to being asked, How are you?
Page 208
But the hard truth is no one cares that you or I are tired. By verbalizing the feeling it not only
becomes a self-fulfilling prophesy, but it also brings others down in the process.
3. Stop Worry About Stupid Numbers that Dont Matter, Like Klout.
I personally talked with Joe Fernandez, founder of Klout recently. Here was our conversation:
Me: Joe, your system interests me, its visionary, and I can see why many people put so much
stock in Klout scores. Notwithstanding, if Im going to be busting my tail anyway, I dont think
it really matters if I know my Klout score or not, which is why I see no need to check it. Whats
your take?
Joe: Actually, thats very true.
The time has come for all of us to stop worrying about so many metrics that dont really mean a
darn thing. In business, we should be worrying about customers and profits. In life, we should
be worried about peace, happiness, and fulfillment. The rest, too often, is simply empty noise.
(Oh, and if you dont know what Klout is, dont bother looking it up, as it doesnt matter)
4. Stop Watching the News
I dont care if youre Republican, Democrat, whatever-the news stinks. I stopped watching it a
little over a year ago and I became a happier person. The moment I realized 99.9% of what I was
watching was outside my circle of influence, I happily let it sail off into the sunset without me.
(Note*** Just because you dont watch the news, doesnt mean youre not informed or dont
care about the world. Youll be amazed at how the news will still find you if you adhere to what
Im suggesting here.)
5. Stop Allowing Yourself To Get Pinged to Death.
I laugh when people tell me they can handle writing a blog post while having their phone go off
with every text message, email, etc. Fact is, we all grossly over-estimate our ability to
multitask. In fact, because we can only have one thought in our head at a time, the idea of
multi-tasking, for the most part, is a complete myth.
Page 209
A few months ago I turned my phone on silent. No longer do I hear any pings. I check it every
30-60 minutes as needed, but it no longer runs my life.
Do yourself a favor and take charge of the technology, noise, and distractions in your life. I can
assure you, it will make all the difference in the world.
6. Stop Wasting Your Vehicle Time.
Most people will not agree with this statement, but the majority of radio we listen to in the car is
a complete waste of brain cells. Yes, music can be nice and soothing, but so can an inspirational
or educational podcast, so can a book on CD, and so can silent meditation.
This past year I listened to well over 50 books, plus hundreds of talks and seminars, while
looking through the windshield of my vehicle-and what a difference it made in my day to day
thoughts and emotions.
7. Stop Waiting to Ask Others for Forgiveness
If there is anyone in life that youve had a falling out with, the time to carry that weight around
with you must come to an end. Call the person. Whether you were wrong or not, ask for
forgiveness. Just let it go. Let me assure you it will be one of the most empowering and
enlightening experiences of your life.
8. Stop Saying Yes to Every Opportunity
The more successful you become, the more youll need to say no to others. I never understood
this principle until the magic of momentum came into my life so strongly in 2011, but today I
find myself saying no much more than I say yes.
9. Stop Trying to Be Everything to Everybody.
Remember our little conversation about knowing your shtick? In business and in life, the
quickest way to unhappiness and frustration is by trying to be everything to everybody.
Accept the fact that youre just not a good fit with certain people.
Page 210
Accept the reality that your business wasnt meant to do certain things.
Just be good at being you. Embrace who and what that is, and run with it without looking back.
10. Stop Waiting for Your Big Break; It Doesnt Exist.
I used to say to myself, I think this might be my big break whenever something great would
happen. But shortly thereafter, things would get back to normal and Id realize the big-break
was just another small step in the path towards reaching my goals.
Today, I dont think about big breaks any longer. I solely try to string as many consistent
positive moments together, day after day, with the hopes that eventually it will snowball into the
success vision that I currently have in my head.
11. Stop Reading This Blog If You Havent Ever Applied Anything Ive Said.
No, Im not kidding. If youve been reading my blog for months or years and still have yet to
apply what youve read, I beg you to unsubscribe this second and go do something that
really matters.
12. Stop Trying to Be on Every Social Media Platform.
You cant be Mr. Twitter, Mr. Facebook, Mr. LinkedIn, Mr. Google+, Mr. Blog, and Mr. Soup
of the Day social media platform. It simply doesnt work like that. Again, know your shtick.
Dont be a jack of all trades and master of none. Find greatness in at least one area first and then
move on.
13. Stop Denying Your Spiritual Side
I dont care if youre Christian, Jewish, Buddhist, whatever-the spiritual stuff matters. Finding
happiness in life is about achieving balance on an emotional, physical, mental, and spiritual
level. More and more, people are thinking they dont need to lean on their spiritual roots to reach
their potential, but the reality is we all need to look up a little more often and return to source.
14. Stop Doing What Youve Been Prompted a Hundred Times to Stop Doing.
Page 211
Im not going to tell you what this one is because its your prompting, not mine. I just know
you keep getting it. So do I. Now lets stop making excuses and tackle the dang thing, shall we??
15. Stop Telling Yourself Why It Wont Work.
Was I ready to start The Sales Lion when I did? Heck no. There were a million reasons why the
timing was bad, why the resources just werent yet there, and why my lack of knowledge would
hinder success.
But I did it anyway, and it was the greatest business decision of my life.
Stop counting the reasons why that prompting youve been getting wont work. Now start
counting the reasons why it will be a success.
And when youre done, go launch that baby.
16. Stop Agreeing With Other People So Much.
The time has come to question the status-quo. Its also time to stop nodding your head yes
when your favorite friend, writer, or political leader says whats good and whats not good.
Listen to your gut. Give heed to your intuition. You were given that gift for a reason-to use it.
17. Stop Saying Youll Start Eating Healthy and Losing Weight.
Fact: No one ever lost any weight by talking about dieting.
So instead of talking about it, start eating less, working out more, and taking back control of your
physical self.
18. Stop Texting and Driving.
Ill be honest in saying I used to have this problem, but I got tired of seeing and hearing about
Page 212
people dying due to distracted driving. Today, I drive with my phone on silent and despite the
fact that I dont answer my messages in real-time, life still finds a way manage OK.
19. Stop Consuming So Much Information without Doing Anything.
Seriously, do you really think that next eBook for $27.99 is going to tell you way more than you
already know? It amazes me how many people would rather consume all day than actually
apply the teachings theyve been reading and hearing again and again and again.
The fact is most of us dont need any more information, we just need to actually do something.
20. Stop Waiting to Tell Those You Most Care About How Much You Love Them.
Im serious about this one. Many of you know what Im talking about because youve recently
experienced the death of a loved one.
One of the greatest moments of my life was when I wrote my grandfather a very long letter,
expressing my deepest personal feelings and sentiments, shortly before he died a few years ago. I
cannot imagine the regret I would have had I not listened to the prompting I received and written
him that letter.
Afterword: Hiring The Sales Lion to

Build Your Brand, Business, and
Bottom Line
Page 213
Content Marketing Consulting Services

(Keynotes, Workshops, Short/Long Term Consulting)
As the first person who really started the movement of making content marketing a culture within
organizations, Marcus Sheridan and his team at The Sales Lion work with businesses of all sizes in
the following capacities:
In-House Content Marketing Workshops:
Speaking at an in-house content marketing summit, Marcus Sheridan can invigorate a culture of content marketing
within your company.
If an entire organization is going to embrace content marketing and each employee is going to
catch the vision of seeing themselves as a teacher/content producer, an in-house summit is a must
to achieve maximum results. As the first person in the marketing industry to teach that "Yes, your
employees can all produce content!" for the company's marketing success, Marcus Sheridan will
come to your organization and spend a day teaching the following principles:
What is content marketing and how does it affect a company's ability to generate more
business?
How do Google and the other search engines treat content and how does the average
consumer shop/research online?
How can great content affect the company as a whole but also every employee
individually?
How each employee can teach the world what it is they do, and the results that come with
a teacher's mentality.
Page 214
With multiple case studies as to how this one event has literally changed entire company cultures
and marketing success around the globe, this is one service you should strongly consider--Just
read this amazing testimonial from the largest retailer of kitchen appliances in the entire
northeast:
I've been blogging since 2007 with pretty decent results. Or so I thought. Our average post
would garner anywhere from 200 to 500 views. I happened upon Marcus profile during a
Hubspot seminar and figured I would call him. I really didn't believe he would have that
much teach me. After the first hour of our first session I realized that I had been
blogging, but not business blogging. There is a huge difference. Marcus teaches how to be
found organically, how to properly engage your prospects and how to write a call to action
to turn these prospects into customers.
The results speak for themselves. In December of 2011, we had 18,000 visitors to our
website through organic (which is free by the way) search. In September of 2012,
with 48,000 visitors from organic search just using Marcus business blogging techniques
with an average post of 1000 views(and climbing).
We also had Marcus speak to the staff to infuse the idea of content marketing to the
staff. Now everyone is a blogger. We blog 5 to 6 days a week and own the top three slots
on Google for approximately 141 keywords. Our business in a highly competitive market
is up about 15%. We have also reduced marketing costs by approximately $500,000.
If you follow his plan, the culture of your company will change. You will evolve from
shouting at people through advertising to advising them through strategic business
blogging. You will be amazed.
Sincerely,
Steve Sheinkopf
CEO
Yale Appliance And Lighting
CCO Training
Are you looking to hire a CCO (Chief Content Officer)? Would you like to train them to be the best
in their industry? The Sales Lion team can help.
Page 215
This was a screenshot sent to Marcus Sheridan of Block Imaging's web traffic after he
assisted the company with an in-house content marketing workshop.
With the rise of Content Marketing and the incredible need for businesses large and small to
embrace a clear and effective content marketing strategy, Marcus Sheridan has taken the principles
he orginally applied to River Pools and now translated them into a system by which CCOs can
achieve optimal results for their business.
General Content Marketing Consulting

Is your company's blog producing little fruit? Is your website low on conversions? Are you finding
SEO to be difficult?
If so, then The Sales Lion team can help, as Marcus Sheridan now teaches other businesses exactly
how he created the most trafficked swimming pool website in the world as well as huge success
with The Sales Lion blog. Furthermore, Sheridan has now worked with multiple other industries
and sectors and seen tremendous results wherever he has assisted.
Interested? Contact Marcus by emailing [email protected].
Page 216
Speaking Services that Get Results: No Theory, No Fluff,

Just Real-Life Application for Attendees
"Marcus rocked Content Marketing World. By far, he was the most talked about speaker at the
event, leaving a lasting impression of great content + amazing style. Looking forward to making
Marcus even a bigger part of our event next year."
Joe Pulizzi of Junta42 and CMI
Many people think upon reading this blog that writing about sales, marketing, and personal development
is my focus, but in reality my great joy in life(other than family) is the gift God has given me as a verbal
communicator. At the risk of sounding rather cheesy, the one place I feel at absolutely peace and ease is
when I'm able to speak to an audience and in some way help other people and businesses reach their
potential. In a nutshell, this is my speaking style:
High Energy
Almost NO PowerPoint (who wants to be read to?)
Heavy Audience Participation
Loud Laughter ;-)
Page 217
As for topics I speak about, here are a few that might be of interest to your company:
How to build your brand and become the voice of your industry through content
marketing
What is inbound marketing and how can it revolutionize the way you've done
business?
The power of transparent marketing and the myth of "secret sauce".
Becoming a thought-leader in an age of followers
How to integrate content marketing into your entire sales process
Yes You Can!! The ability for business owners to be internet savvy in 2012 and
beyond
Page 218
ANLA Conference, Louisville, 2012

http://www.youtube.com/watch?v=VY5pkn6K7vc
Here's another testimonial from the very well-known MarketingSherpa:
Marcus Sheridan recently spoke at our Optimization Summit in Atlanta and he absolutely knocked it out
of the park. His down-to-earth style resulted in a presentation that was both educational and
entertaining. His passion for content marketing is infectious our attendees raved about his session,
rating him as one of the highest presenters at our event. If you haven't had an opportunity to see
Marcus in person, do it - he's outstanding.
Paul Clowe
Senior Director of Finance & Operations, Primary Research
MECLABS / MarketingSherpa
Page 219
Keynote speech at Content Marketing World 2012
The following are my areas of specialty with speaking:
Industry Trade Shows and Conferences

Marketing Conventions
In-House Social Media/Content Marketing Summits
Schools/Universities
Speaking at HubSpot's User Group Conference (Note** This talk

was given a perfect score by attendees in 2012, something that
had not previously been done at the event)
[youtube]http://youtu.be/9bXer2u9F2w[/youtube]
Interested in learning more about potential speaking services for your next conference or company event?
Contact me today at [email protected] .
A Look at Content Marketing Consulting Prices and Costs

Page 220
Content marketing has certainly exploded over the past few years and because so many businesses are
just now "getting it" when it comes to the power of great teaching (online) to garner consumer trust, traffic,
and sales-- many folks are wondering how much a content marketing consultant costs, as well as
what duties one might expect from said consultant.
Like any subject that is not a commodity, explaining general pricing guidelines for content marketing is no
easy task, but based on my rates and the rates of many of my colleagues, I'll do my best here to help you get
at least a general feel for what to expect.
Potential Duties of a Content Marketing Consultant

Let's start with the consultant's duties for a second. This is an incredibly vast area, but here are some
potential offerings you might expect to see:
1. Content Marketing Workshops: For those consultants that are looking to establish a true "culture"
within the organization of content marketers (employees that help teach the world about their industry
through blogging, video, white papers, etc.) an initial workshop with the team is almost always necessary,
especially if all employees are going to see the proper vision and understand "The Why" to content
marketing, social media, etc. Generally speaking, these workshops go anywhere from a few
hours to possibly a few days, and can start as low as a few thousand dollars and get easily
in the 20-40k range if it's an extended event. At The Sales Lion, our average workshop is in
the 8-15k range.
Having done dozens of these events over the past few years, I find that most businesses are best served
with a 3-5 hour workshop with the main portion of the team (those that might be participating) and then
another few hours with management to discuss the workshop's results as well as other details for
successful implementation.
2. Social Media and Content Marketing Training of Key Staff (including Chief Content Officer):
For a content marketing campaign to be very successful, it's generally necessary that someone on staff is
the main champion, leader, and organizer of the marketing efforts within this realm. Often times, this
person doesn't just "get" content marketing without some type of training that shows the ins and outs of
such things as proper blogging strategies, video marketing, website conversion strategies, SEO elements,
and many more duties.
3. Oversight of Content, Especially Blog: It's always a great idea to have a second set of eyes outside
of one's industry to look at things like blog articles (and titles), videos, website pages, etc. to make sure
each component of the content marketing efforts reach their potential. I know for me, after I've been able
to train a company's employees in these areas for a few months, they can often handle things quite well
themselves.
4. Pay Per Click Advertising: Believe it or not, Pay Per Click (PPC) still has major value for many
companies and should not be disregarded by any company until experimented with and carefully
considered. When done right, a great PPC campaign works in fluid conjunction with content marketing.
Page 221
5. Email Marketing Campaigns: Just as with PPC, email marketing is a MAJOR component of a great
content marketing campaign, especially if it's used to deliver blog articles, videos, etc. to potential and
existing customers in such a way that it helps them progress further down the sales funnel.
6. General Web Design: Although most content marketers aren't "web designers," they should at least
understand how a website's pages have a drastic effect on consumer action and conversions. This also
includes the development of landing pages and call-to-actions throughout the website and other digital
copy.
7. Social Media Integration: As Jay Baer loves to say, "Content is the fire and social media is the
gasoline." In some industries, where social is extremely prevalent (like retailers, restaurants, etc.), it's
important to align content and social together in a way that gets maximum results. In other industries,
platforms like Twitter and Facebook may not be nearly as important, but this does not mean they shouldn't
be considered in the content marketing process.
8. Understanding Web Analytics: A great content marketing campaign is one that is tracked,
followed, experimented with, and scrutinized when it comes to site analytics. This is necessary to show
return on investment (ROI) and is also why web analytics beyond what Google offers is often times
required. For example, all of my clients are taught how to use HubSpot to measure their inbound and
content marketing efforts and the true ROI of their work.
Actual web stats for the massive appliance retailer--Yale Appliance--located in Boston, Mass. After meeting with
Marcus in 2012 and revamping their content marketing strategy, the website traffic, especially organic, exploded.
Page 222
Cost of Retainers for Consultants

As you can see from the list above (which could be much longer in fact), the duties of a content marketing
consultant can get pretty expansive, as well as the time it takes each week to properly perform these duties.
For most small to medium sized business, consultants on retainer generally run anywhere between
2-20k per month.
For larger organizations and enterprise businesses, the number is more like 5-50k per month.
When all is said and done, as an organization that is considering bringing in outside help to market your
business to greater heights you need to be able to answer (to the best of your ability) these two incredibly
important questions:
1. Because we are not currently maximizing the internet and digital realm with content
marketing, how much is this potentially costing our business?
2. If we embraced content marketing and truly did it well, what are the realistic results in
terms of branding and bottom-line we might expect?
I can tell you that if you think hard about those two questions, your process of hiring a content marketing
consultant will be much, much easier.
Further questions? Need a quote for content marketing services? Contact The Sales Lion team here.
By Marcus Sheridan, President, The Sales Lion
The Cost of Inbound Marketing and HubSpot Consulting

through The Sales Lion
With so many small to medium-sized businesses jumping on the inbound marketing and HubSpot train
over the last 5 years, there has been a rapidly growing demand in the industry for consultants and
specialists that not only understand how to use the tool that is HubSpot(HS), but also truly know inbound
marketing(IM) application principles for any business.
Along these same lines, many companies have attempted applying IM to their business, in conjunction
with HubSpot, but have found a tough go at it, experiencing much less success that theyd hoped
for and been left wondering if they should even continue using HubSpot at all.
When I first became a HS partner and value added reseller, I figured the majority of my business would
come from new sign-ups/clients. Little did I know that Id actually become inundated in work from
existing HubSpot users that knew they werent using the tool to its fullest potential and came to me to get
Page 223
better results while also seeking a clearer inbound marketing strategy. Ive actually shared many such case
studies here on The Sales Lion, with the stories of Block Imaging and Yale Appliance being two of the
most profound.
That being said, if you find yourself looking to hire a HubSpot and/or Inbound Marketing consultant, you
likely want to know what type of price range to expect for such a service. As you might imagine, there are
some major factors that will dictate this cost, some of which Ill now briefly explain:
1. Insourcing vs. Outsourcing Your Content

So much of IM comes down to a companys ability to do such things as produce content, enhance the
website, leverage social media, etc. In certain cases, when an organization has a deeper vision of IM and
each employee sees themselves as part of the marketing department and a teacheramazing things can
happen. But to get to this point can be difficult, and some organizations simply dont want to fool with it.
This being said, the more a company can handle in-house (insourcing) the less theyll spend on an inbound
marketing consultant or agency.
Note*** At The Sales Lion, in most cases, we train our clients to move from an outsourcing to insourcing
method over time. Typically, this process equates to a 6-12 month consulting contract.
2. Retainer vs. Quick-Fix

Many HubSpot partners and Inbound Marketing specialists work on a retainer model where they perform
certain duties every month and get paid accordingly. Although this system works great for some
businesses, others might not have the financial capabilities to spend that much, and therefore are left to
attempt their own IM and HS strategies solo, with just a small amount of training.
Note*** At The Sales Lion, we have packages for both systems based on the needs of the client. Most
retainer clients are in the 3.5-12k monthly cost range, whereas the training only clients generally
spend a one-time fee of 3-4k, depending on their needs.
Page 224
With so much explosive growth these last few years, the need for HubSpot specialists has also grown exponentially.
3. Number of Inbound Marketing Needs

As previously mentioned, doing all facets of IM effectively can take a significant amount of work, and
therefore manpower as well, especially if the company doing it is a large organization. In fact, here are just
a few of the main components of inbound marketing:
Consistent Blogging
Video-Based Content
Social Media (Facebook Page, Twitter, LinkedIn, Pinterest, etc.)
Web Design (proper placement of calls-to-action, landing pages, layout of content, etc.)
CRM Integration
Other Content (eBooks, whitepapers, webinars, conferences, etc.)
Note*** At The Sales Lion, our specialty is business blogging strategies with a heavy Search Engine
Optimization(SEO) and lead to sale emphasis. This being said, we are usually involved in all facets of
website design, other Content, CRM integration, and video as well.
4. Extent of Consulting (Workshops, virtual trainings, etc.)

Again, this comes down to the needs, size, and scope of a clients situation. Some businesses are just
looking for a small amount of phone-based consulting to get them on track. Others are aiming to create an
organizational culture through the use of workshops and ongoing training. Therefore, depending on what
is needed of the consultant, the price ranges can vary drastically in this area.
As you can see, with all these factors, its very difficult to say exactly what the cost of an inbound
marketing/HubSpot consultant will be if your company elects to go that route.
Having been in this industry for a few years now with my own company and over 30 HS clients, and based
on the hundreds of HubSpot VARs and IM specialists Ive spoken with, most retainer-based models
for consulting start no less than 1k a month and will get as high has 20k or so a month,
depending on the needs of the organization.
More questions? Looking to get further numbers? Email Marcus at [email protected]
Page 225

Inbound and Content Marketing Made Easy Ebook Feb 20141 PDF

Uploaded by

Copyright:

Available Formats

Inbound and Content Marketing Made Easy Ebook Feb 20141 PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Inbound and Content Marketing Made Easy Ebook Feb 20141 PDF

Uploaded by

Copyright:

Available Formats

Inbound and Content Marketing Made Easy 2014 by Marcus Sheridan