If Referrals Don’t Scale, Neither Did Christianity
There’s a line you hear on social media and in every marketing meeting eventually: referrals don’t scale. It’s said with confidence. Usually by someone selling something: paid ads, a funnel,…
The Transition from Expert to Advisor: How Smart Professionals Enter Exit Planning the Wrong Way
One of the most common and least discussed problems in professional services is this: What happens after you decide what you want to do? You’ve got credentials. You’ve got experience.…
The Paradox of Being Human on Social Media
I want to talk about something that feels obvious, and yet almost nobody is doing well. Being human on social media. That sentence alone should feel strange. Social media was…
Navigating Marketing in the Age of AI: Understanding Your Two Customers
I’ve been reading Mark Schaefer’s new book, How AI Changes Your Customers: A Marketer’s Guide to Humanity’s Next Chapter. It’s a powerhouse read because, whether we like it or not,…
Accelerating Client Engagement Through Owned Media and Referrals
In a recent newsletter, I promised to unpack how owned media, the PESO model, and word-of-mouth referrals fit together in today’s AI-driven landscape. Here’s the short answer: referrals are still…
Integrating Owned Media and Referral Strategy: When “Can I Borrow Your Car?” Meets the PESO Model
Over the weekend, I was listening to Mark Schaefer’s Marketing Companion podcast. His guest, Gini Dietrich (author of Spin Sucks), was unpacking the PESO model: Paid, Earned, Shared, Owned media.…
Do you own your marketing?
Do you own your marketing? If it’s easy, then everyone can do it! “If no one knows who you are—or they don’t trust you—your marketing efforts won’t matter” - Marcus…