Marketing vs. Messaging… Awareness vs. Interest

Posted on May 3, 2019 by R.J. Foster, Whenever someone approaches me about creating content for their business, I always ask, “Are you trying to create awareness or interest?” And more often than not, they respond, “Aren’t they the same thing?” Now I’m no Noah Webster...

SEO ≠ Searchers’ Engagement Optimization

Posted on April 23, 2019 by R.J. Foster, I’ve always been intrigued by the science of search engine optimization (SEO if we’re talkin’ the talk), and fascinated by the idea of building a message around keywords and phrases that bring web searchers and surfers right to...
Get Off The Elevator

Get Off The Elevator

The elevator speech is a great concept; a concise yet compelling description of your business that you’re ready to deliver whenever the opportunity presents itself. For many, though, the elevator speech is little more than a commercial; a rapid-fire list of...

Don’t dumb it down, clear it up!

Posted on July 24, 2018 by R.J. Foster, So often, our efforts to outshine the competition lead to overselling ourselves. We try to position ourselves as experts in our field, and confirm that position by using complex language and industry-specific terms. We try to...

Who do you want to speak to?

Posted on June 19, 2018 by R.J. Foster, I get upset when my teenage daughter demonstrates what I refer to as “advantageous-interpretation-disorder”…a condition that causes questions take on whatever meaning is easiest to answer. I ask, “Do you have any homework?” My...

Who do you want to speak to?

I get upset when my teenage daughter demonstrates what I refer to as “advantageous-interpretation-disorder”…a condition that causes questions take on whatever meaning is easiest to answer. I ask, “Do you have any homework?” My daughter hears, “Do you have any homework...

Don’t dress up a pig

Posted on September 16, 2013 by R.J. Foster, I recently read an article that recommended replacing your elevator pitch with one of six “new” pitches. The piece suggested that by squeezing your message into a cleverly named format, you can more effectively move people...