The three sources of leads, or why it pays to be nice

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There are three basic ways for a freelancer to get business: inbound queries, referrals, and community participation. They have one thing in common: being nice pays off. Inbound is effective, but expensive Inbound marketers would have you believe that if you create awesome, SEO-enabled content, leads will roll in. They are right, but it is … Continued

The end of the No Name Restaurant

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There was once a seafood restaurant in Boston that had no name. It never marketed itself; the food did the talking. It lasted 102 years. Now it’s bankrupt and gone. When I first came to Boston in 1979, I lived in graduate student housing in Cambridge, a four-bedroom apartment with three other guys. The day … Continued

What’s your 3-second brand?

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A new year is coming up. Perhaps you want to try to get very well known for something this year — write a book, give speeches, become a thought leader. When people think about you, what will they think? What’s your personal brand? You may want to think very long and hard about that, and … Continued

I do my first editorial/writing meeting with Zoom video (and you should, too)

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I’ve pitched and landed some new clients lately. When we do our first “kick the tires” meeting, I always send them an invite from my Zoom videoconferencing account — partly because it works, and partly because of the impression it makes. Here’s why you should, too. My clientele are entrepreneurs, business executives, and publishers. I … Continued

It’s time to ban all political ad targeting . . . everywhere

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Google will stop targeting political ads based on behavior. That’s a start. I call on every platform to end all targeted political ads (except by geography) — and for Congress to make this the law. Here’s what happened with political ads so far in 2019: Twitter banned all political ads. Google just announced that for … Continued

The rebranding: FACEBOOK or Zuckerbook?

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The parent company of Facebook is now FACEBOOK. As rebranding goes, that sucks. I have some better suggestions. “Today, we’re updating our company branding to be clearer about the products that come from Facebook. We’re introducing a new company logo and further distinguishing the Facebook company from the Facebook app, which will keep its own … Continued

When I will publish your email address

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In a recent post, commenters criticized me for publishing the email address and phone of a person who tried to bully me by email. “You should be ashamed of yourself,” one wrote. In general, it’s poor form to publish someone’s contact information. Automated processes can harvest those and spam people with emails and calls. Angry … Continued

How not to improve your company’s Net Promoter Score

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HBR published an article called “How to Improve Your Company’s Net Promoter Score.” What a misguided goal! About the quest to improve NPS A little background here. Bain fellow Fred Reichheld invented Net Promoter Score (NPS) decades ago. In NPS, you ask your customers, “How likely is it that you would recommend this product or … Continued