Tag Archives: content creation

How Do You Establish Yourself as a Thought Leader Through Content Marketing?

Other than blogging, I can’t think of any other ways to establish myself as an [industry]thought leader through content marketing. If you could give me some ideas on ways that I can really brand myself through my content that would be great. I think my biggest issue is not knowing where to begin. I know how to blog already but would like some other ideas that could really get my name out there to my particular market.

I’d love to help!

Thought Leader Through Content

They say content is king, but that is such a vague statement, what does it really mean? How are you, as a business owner, going to use content to establish yourself as someone others should take seriously?

To keep this as simple as possible, great business-focused content addresses a pain point in your customer’s lives.

Types of Content

thought leadership through content marketing

Still following the simple rule, there are three basic types of content you can produce online: visual, audio, and audio/visual. Visual content includes blogs, white papers, infographics, pictures, and brochures. Audio includes podcasts, live audio streaming, and radio spots repurposed online. Audio/visual includes live videos, advertisements, longer documentary segments, how to videos and other vlog formats.

Which one of these content types will establish you as an industry leader? Eventually, all of them. If you are just starting out, then there are two questions to ask about the type of content you should use: what are you comfortable with? and what does your audience use?

The comfort question is easiest, but understanding your audience can be more difficult. It can help if you ask your customers where they find business related questions. If you currently do not have a large client list, ask yourself three questions:

  • When does my customer research their business? Some people may do podcasts in the car during a commute, other people watch videos in the evenings or on weekends, others read blogs during their workday. Do you know what your target market does?
  • Where does my target customer access information? For example, a small healthcare provider may be researching issues on the fly all day via their phone. For this type of researcher, short and focused written content may be all they have time to read before they have to move on to the next patient. On the other hand, a contractor may be busy with tools all day and take specific times during the week to do research and online networking. For these, video might be a good format as they have to set aside time to interact with content anyways.
  • How can I get that information in front of the target customers? While you need to have your own channel for information (website, social pages, etc), you also need to get your brand on industry leader’s channels as well.

Places to Post Your Content

There is a tremendous amount of platforms available for getting your content out there. The following is a very partial list of places you can work your content magic:

  • On-Site Blogging – Yes, you need a website to post your own slides, videos, blogs, articles, and more on. This gives you control over your lead funnels and eases the creation of evergreen content. See my slideshare, Why Aren’t Ya Blogging?, for more information on creating a blog.
  • Guest Blogging – A guest blog is where you find someone in your industry and pitch them a story that you can write (or have a ghostwriter like myself write for you). Jill Stanton of Screw the Nine to Five has a great blog on guest-posting and if you want a place to practice your pitches, head on over to MyBloggingCommunity.com, a free Facebook group and throw us a pitch. We’ll give you some pointers on how to improve it.
  • Answering Questions on Quora  – I have not used this one, yet. But, Torchlite (Yes, I did just link to a competitor) has a great blog on how to use Quora to establish thought leadership.
  • Guest Interviewing on Relevant Webinars – This follows much of the same principles behind guest blogging, but with a focus on audio content.
  • Podcasting – Rather than writing out your story or your how-to, you can tell it to your audience via a voice recorder and upload it to a variety of sites including ITunes, Spreaker, SoundCloud, or a platform of your choice.
  • Facebook Live – This one just started taking off, but it is currently all the rage in Facebook’s ever changing algorithm ( as of March 2017). If you want to get good engagement on Facebook and increase your organic reach, plan to spend some time in front of a video camera broadcasting live to Facebook. Informal totally goes here, so don’t worry too much about what it looks like as what you want to say to your target client.
  • YouTube Videos – You can create these as live shots, even go live, but YouTube is a great resource for creating a unique video that showcases who you are, and what your business is about.
  • Twitter Authority – Twitter favors fast-paced engagement with your audience. With integrated photo and video sharing, it is also a great place to engage with more artistic forms of communication.
  • LinkedIn Authority – For many B2B marketers, LinkedIn is a great tool for publishing your content. You can create the posts on LinkedIn’s platform and link out to your site or just share your posts with others.
  • Facebook Groups – Be very careful about how to share your content in Facebook Groups (My mentor Wendy Maynard has a great resource for finding groups that have share rules)

These are just some of the resources that a savvy business leader like yourself can use to establish industry leadership with your content.

Have you found any content marketing platforms that work better than others? Ones that don’t work?

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Filed under Content Writing Tips, The Art of Marketing

7 Tips on How to Regularly Finish Your Business Blog

During my workshop, “Why Aren’t Ya Blogging?” one of the more common issues that small business owners face in crafting a quality business blog is the fact that they are so dang hard to finish. We business owners are a flighty lot: we have to balance sales calls, serving our customers, crafting content on our site, strategic planning, accounting, technology sourcing, artistic creation and strategic direction. Among other things. That is why I am sharing these tips on how to finish your business blog, learned from finishing my over 700 published blogs.Finish Your Business Blog

Writing A Blog is Hard

I get it, but there are some great resources for figuring out how to effectively plan and write a blog so that it is finished and published.

  1. Use a Numbered List – Someone asked my about why I always talk about “7 reasons,” “4 tips,” and similar numbers of lists. There are two reasons: one is that your readers like knowing what they are getting beforehand. The second reason is that you only have to write a little bit on each point. Only have time for a short post? Give people 3 simple tips? Want to write a long-form article that people will bookmark and read later? Write a list of the 15 best apps for running a blog.
  2. Outline and Draft – If you have the number of points you want to make, outline the intro, points, and conclusion and then draft it.
  3. Don’t Push It – If you find yourself staring at a blogand quickly clicking away to Facebook or some other equally amazing procrastination tool, don’t keep pushing. Get up, go for a walk, shoot some hoops, or play some hockey. When you have had a moment to breathe, sit back down and use the next few tips and the checklist linked to below to hammer out your blog!
  4. Use Music or White Noise to Filter Out Distractions – I use the Spotify Web App, and when I really need to focus, I listen to one of the many Latino and Latina stations…. If you cannot listen to any forms of music, get a fan or a white noise app.
  5. Understand Your Learning Styles – People think and learn differently. If you have never taken some time to understand your learning styles, you might want to research that a little more if you struggle with writing a blog. Maybe you are a kinesthetic learner and you need to write your blogs from your phone while jogging down a road at sunset.
  6. You Talkin’ To Me? – Understand the buyer’s persona or avatar you are writing to and you will be able to plan your blog better. Know your audience is always a key part of any writing journey, and a blog is no different from every other form of content.
  7. Single Task – Once you know what you are writing about and have an outline in place, take some time where you will not read any other article or go to any other sites. If you need to, close all tabs and programs except for the one you have open.

Finally, I have prepared a checklist to help you finish your business blog every time!

Get “My Blogging Checklist”Now!



Filed under Content Writing Tips

7 Tips for Planning Content Creation

If marketing is an art like conducting, content creation and promotion is the ability to count. In something this basic to your online business, content creation is a tremendous part of your marketing process.  These content creation tips will ensure that you are ready and able to go when life throws you a marketing cue.

The Art of Content Creation - Business Tips

Marketing focuses on your target market, understands them and their needs and delivers products and services to them in the best possible way. In the information and social environment we now live, content is the key delivery platform for getting your product or service in front of your target market.

That said, creating content that is meaningful, engaging, and speaks to your potential and current customers is difficult.

No worries, here are some tips on finding ways to reach your audience with the right content.

1. Repurpose Content. 

Simpy put, repurposed content takes one piece of content and publishes it on another platform or a different location. A blog on principles in business can be a good video, a video on opening a drone can be a great blog.

For example, I am not the best visual artist in the world, or even in my house. I would say my 4 year old just surpassed me in many visual arts. That said, visual art is an important and integral part of content marketing. We need images in blogs so that they share on Facebook, linked images get more engagement on Twitter, etc. As I was writing the beginning line to this blog, I thought, “That would make a good meme.”

Five minutes later on Canva and Voila! I have a meme and a photo for this blog: that is repurposed content.

2. Understand Your Why

I am reading EntreLeadership: 20 Years of Practical Business Wisdom from the Trenches by Dave Ramsey, and he talks about how customers buy from brands because of the brands why: what makes you want to be in business. For me, my business is about helping small businesses who are struggling with getting their identity in front of their customers.

This is my passion and a very big why.

I also have embraced the creative lifestyle required to become an excellent marketer.

What is your why? What are you doing for your customers that makes you get out of bed in the morning?

Understand that and you will have an easy time planning content.

3. Use a Calendar

I could write in detail on this, but why not just tell you to do it and send you to an excellent post by Sarah Arrow.

4. Write Often

I stopped writing at The Writer’s Cue for several months; I was busy with other clients and I did not know where I wanted to go with it. I was writing for solopreneurs and home-based business people, but was landing clients who were more on the small business side of things.

Now that I understand a little more about my client and my art, I am kicking off my marketing campaign with a one-month blogging challenge: a blog a day. After I successfully achieve that goal, I will back it down to probably 2 blogs a week.

Does it take that much writing to get the hang of content? Yes, yes it does.

5. Learn Grammar and Vocabulary Rules

Listen, you can have an informal voice and even drop swear words here and there. But, if your writing cannot be understood, you will not be able to interact with your customers.

The sentence, you which our reading, might could be ignorant to there understanding when your reaching out too ur customers

If that sentence looks normal, you need to take some writing tutoring before you try to manage your own content plan. Also, why are you reading a post on content creation tips? Go find a good book, read that. Then find another. Read it, too.

6. Use the Right Software

Ever heard of Grammarly? It is a great tool for managing grammar and vocabulary. Workflowy is a great tool for taking notes. Research some other software options for calendars, grammar, note taking, reading text back to you, and more.

7. Do, Be, Do, Be, Do

A comical quote from the 60’s is a good way to end this list and remind you that practice makes perfect. But, you need to do your writing, take time to watch how people interact with it, find out what pain points it answers, which ones it doesn’t and then do another practice round.

DO be DO be DO

What are some important content creation tips you use in your business writing?

This post contains affiliate links, which means that if you click on some of the product/service links, I will earn a referral fee. 

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Who Is Your Ideal Customer?

Whether you call them ideal customer or buyer personas, as a writer, you have companies that you really resonate with. For me, the companies I resonate the most with are those who are looking to grow significantly and need someone who is willing to wear many hats to help them grow.

My ideal customer demographics include some or all of the following points:

  • SMBs – Some people work well with the marketing and issues that large businesses face, I don’t. I love to help small businesses think through their content creation, customer service, and sales as an integrated process. My ideal business is owned by one person or a small group of people, and this business has limited numbers of employees where I can hop on in whatever capacity they need.
  • Specialists – My ideal client is doing something else with their time. Operating online stores, teaching students, selling and managing complex technical packages, all of these activities take my ideal client’s focus off of their marketing. And that is just the way I like it. I want to be able to come alongside clients and give them a service that they do not have time to do while I get to learn about their business, their industry, and their clients. It’s a win for them, and it’s a win for me because I love learning.
  • Sales Professionals – I have sold books door-to-door in Flint, MI. I have sold Yellowbook as book #5 in Jackson Hole, WY. I have sold advertising packages throughout southern Idaho. I also sold pizzas door-to-door and via phone (Delivery drivers are sales people, don’t ya’ know?). I get sales professionals and I build rapport with them quickly. When I am looking for an into a business, it helps to talk t0 the employees who are responsible for closing sales, because content marketing makes their job easier.
  • Personal Connections – My leads have increased exponentially by working in a coworking spot – because I meet and regularly interact with people who are my ideal clients (salespeople, specialists, and small business owners/employees). I make personal connections and increase my customers.
  • English Speakers – Mi Español es no muy malo, tambien. But, I am experienced with writing in English, to English speakers.

These are some of the characteristics that help me decide who I am targeting in my content creation and marketing, and how I work at converting them.

What are the characteristics of the people you do your business for? Do you work with one gender, language group, or nationality? Do you write more than one language fluently? Do you love to talk about fashion but dislike technical writing? All of these questions will help you find a customer who needs your writing.


Filed under Inbound Sales

5 Tips for Writing A Blog A Day

I am on my second month of the 30 Day Blogging Challenge. I have not met 30 posts in 30 days for this post yet.

While it is difficult to regularly post content (one of my clients thought one post a week was too much), it takes dedicated practice to become great at anything.

Today, I am becoming a great blogger. You can, too.

It takes practice.

It takes a learning mindset.

It takes research and a willingness to change your plans.

It takes planning and goal setting.

It takes the right tools to leverage your time.


“Practice makes perfect” is a common proverb that any musician has hated at one point in their life or another. While it may frustrate you, the truth of the matter is, writing takes practice.

You need to practice your speed, your accuracy, and your thought processes. You need to practice creating content that other people interact with, and hone that down for specific interactions. Do you want comments on your site? Links from other sites? Social shares?

You have to practice writing content, and you have to practice targeting that content for specific actions. I have published 33 posts on this site alone, and I am just starting to learn what type of content gets shares and comments. I have not learned what gets email list subscribers, quite yet.

Learning Mindset

Writing content that engages people requires that you evaluate and change your activities based upon multiple issues. A learning mindset always seeks to find out who are the leaders in your industry and what are they doing to succeed. This mindset uses practice to change the way you think, write, and market your business.

A learning mindset requires three things: increasing the people you know, the content you read, and the analytics you collect. For blogging, this means that you need to be reading people in your industry, meeting them, listening to their podcasts. You need to regularly read longer books on your industry, as well as blog posts like this one.

For some more great reads on writing, read Sarah Arrow, Niel Patel, or this post from my hosting platform, DreamHost.

Willingness to Change

I had all of my September posts planned out on Trello before the month started, but the beginning of the month was so busy that I missed out on over a week worth of posts. My biggest change that I have to face on a daily basis is the reality that things are never going to go as well as I hoped.

What is your biggest issue that you constantly find yourself relearning?

Planning and Goal Setting

This is an important part of blogging. If you have a plan, you know what to write when you hit writers’ block.

A content plan is also the first step towards outsourcing your writing, when you need to do so. A plan is necessary to manage your SEO goals, to streamline your website for SEM marketing, and to create sales funnels that convert.

The Right Tools

I am currently using Buffer, Adobe Creative Cloud, Trello, Workflowy, Microsoft Office, and Keyword Keg for my marketing systems. I use these tools to build a plan, to monitor content, to format my content for readers.

What are some of the tools you use to manage your content?



Filed under Content Writing Tips

5 Tools I Am Using Right Now To Help Generate and Promote Content

Content writing is geared towards getting people to read your website. You provide value to readers, give them something to talk about, and generate buzz.

What tools do you use to research content and get it in front of other people?

There are many great tools that you can use for writing content and marketing it. Today, though, I just want to present you (represent for some of them) the tools that I am using this week for myself and for my clients to create, research, and promote content.

5 Tools for Writing and Marketing Content

  1. Trello – Yes, I have spoken about Trello before, but it is now being used for more in my business. A client I recently landed uses Trello for their planning and strategy. We integrated well together.
  2. BuzzSumo – I have just started using BuzzSumo to research content, industry thought leaders, and successful marketing channels. The free version is rather limited and the starter pack is not cheap, but it is incredibly useful for a proactive content planner.
  3. Buffer – Yep, I still love Buffer. It gives me tools for planning and scheduling social media posts, tracking their efficiency, and rethinking my strategies.
  4. Google Webmaster Tools – Where do people find your site from on Google? What keywords are you starting to rank for naturally? What clicks do searches get to your website? These are all questions you can answer with Google Webmaster Tools.
  5. SumoMe Plugin – Sharing, tracking, list building and more. What’s not to love about SumoMe?

While I have to wrap up this post to head out and teach a young man English reading and writing, what are the tools you use to research and generate content?

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How Do I Make My Content Engaging?

I was meeting with a potential client this morning. They asked a great question about how I would create content that their ideal customer reads; there is so much content on the internet that people just delete emails and stop reading blogs.

I had a few seconds to communicate what makes content stand out. So I told them that my content will provide engaging headlines, scannable content, stories, and quality information.

Engaging Headlines

Everyone hates clickbait.

Everyone reads clickbait.

The goal of engaging copy is creating a clickable headline without making the readers feel like they have been baited into a poor quality presentation. An engaging headline needs to do one of the following things:

  • Create curiosity (Like the question I just asked: How? Why? And then? are all legitimate, curiosity invoking questions)
  • Show how the content will help your target customer (3 Great Tips That Will Help You Create More Engaging Content might have been another good title for this post)
  • Provide a measurable result (One of the posts I suggested was “How A Certain Customer Saved Money By Going From Manual Surveying to Using Drones”)

While these all seem like clickbait tactics, the difference between bait and a full meal is simple: bait promises one thing and delivers another. A full meal is just that: a full meal. When we are creating content, we need to make certain that the content answers the question, provides the information, or shows the results that are promised in the headline.

Scannable Content

Everyone scans. You might be doing it right now.

That’s OK.

Scanning saves time and helps you know whether you want to take the time to really read the content. Scannable content needs to have:

  • Headings – Bold headers break up the flow of your writing, show your thought processes, and give someone an excuse to scroll to the bottom (No, seriously, I always scroll to the last heading on long content).
  • Bullet Points – Bullet points rule.
  • White Space – If I want to bury myself in a book, I will get a book. When we are looking at content online, we need to be able to see around the content. If I feel buried, I x out of the window.


I introduced this post with a story, and if you are reading this far, it might be because you found the story engaging. Most of my high-performing posts include stories. According to Dan and Chip Heath, in Made to Stick, stories are an important part of creating engaging and memorable content (That’s a great book, you should read it).

For my client this morning, stories are a great part of their content because they are offering a product that has the potential to profoundly improve their clients’ profits and quality; most people don’t think about that improvement without an engaging story to show how.

Quality Content

Content quality is a difficult thing to measure.

Sometimes quality means having no grammatical or spelling errors. Sometimes it doesn’t. Sometimes quality content needs to have engaging photos and video. Sometimes you are a colorblind writer with an old smartphone as your only video recording device (That is why I stick to memes and personal photos in this blog, or none at all).

Quality content delights the user. It is memorable, and it follows the rules that the reader associates with that type of writing. As a content writer, I make certain to use editing software, I reread my content, and I quickly fix any typos that someone points out to me. Jack Kerouac, on the other hand, did not have to write with polished grammar.

So, if you have read to the end of this little post, I thank you.

IF you want to create quality inbound marketing content, make certain it is clickable, it is scannable, it has stories, and it follows the quality your audience expects.

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A Simple Guide For Citing Sources

In SEO terms it’s called “anchor text,” but for many people it is a simple question “How do I link to an outside source?”

As shown on this excellent blog by the Hoth, the way you use links matters to search engines. If you only link to the keyword you are trying to rank for, your post or page may be penalized for “keyword stuffing” (more on that here) by Google and other search engines.

While those posts help you understand a little about links, I want to offer the following observations about citing for business and personal blogs and websites.

  1. Academic – The APA citation style is the most commonly used academic system. Owl at Purdue has the best resources for understanding APA, MLA, and other academic writing. Seriously. If you want to learn more about academic citation, go spend a few hours over there.
  2. Average Web Content – I know this isn’t very technical or jargony-sounding, but average web content covers pretty much everything you will write online. For general content, you can cite your source in one of three ways: you can use a parenthetical aside (e.g. here is a random post on floating caskets), you can use an in-text link to a relevant article, like I have done multiple times in this post, and you can use the name of your source, set apart by commas, like telling you I found a great SEO article by Addicott Web.
  3. Technical Whitepapers – Writing more technical whitepapers is a great way to repurpose content for business professionals. For whitepapers, links inside the text of the page can be distracting and frustrating since they will often be turned into PDFs and printed off. For flyers, whitepapers, or other products that can be used both online and offline, I always cite the naked URL so that customers can copy/paste or type in the address manually if needed. When you include the full URL link, always remember to remove the UTM parameters (Check out Niel Patel’s blog for more on those).

That’s it! There are three main types of writing an online content creator needs to consider citing sources in, and of those three, the average web content has incredible flexibility depending on your preference and your target market.

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7 Great Apps for Managing Marketing

If you look at any Google search for business marketing apps, you will see a long list of the newest and greatest, as well as different tools that have nothing to do with fulfilling your needs as a small business owner.

business apps   Google Search

Many of these apps are designed for large departments and enterprise level businesses who need to manage their marketing content on multiple social media channels, who need to manage servers and other hardware, and who have a regular budget for marketing technology.

The following 5 apps are useful for creating content, marketing content, and managing your business marketing online. The great news is they all come with free versions!

Buffer – Small business owners do not have time to be on Facebook all the time. I am building a content and inbound marketing business using social media as a primary marketing channel, and I don’t have time to be on social media all the time. Buffer is a way to get your business in front of your potential customers when they are online, without being there yourself. It is, basically, a post-scheduling app. Use this app to manage multiple accounts in their pro version, and use their photo sharing and editing software (Pablo) to get more bang for your proverbial buck.

Pop-Up Ally – I am just moving my pop-up management from SumoMe to Pop-Up-Ally on WordPress. This pop-up manager is designed to give you complete control over how prospects on your website are turned into leads. You can easily set the pop-up to only come up as they are leaving your site, when they have scrolled to the end of your post, or some other event-based pop-up. There is a free plug-in on WordPress if you do not want to upgrade immediately.

Hootsuite – Hootsuite is the app for managing social media profiles, and the first 3 are free. While Hootsuite has some automation features similar to Buffer, it is geared towards active participation in multiple social media platforms, while Buffer is geared towards setting up automatic updates of your social media profiles.

Canva – Canva is a great resource for finding and sharing photos to social media platforms, within posts, and on other online resources. Since memes drive the internet, any business marketing online needs a great photo editing platform that is integrated online.

Awesome Screenshot – Awesome screenshot is for creating photos that are instructional in nature. You can take any screenshot on your computer and edit it with highlights, pop-out comments, and in-photo texts.

Screen Cast Omatic – This is an essential tool for creating instructional videos, recording webcasts on your desktop and more.

17Hats – Although there are many CRMs out there, 17Hats is designed specifically for small business owners who need to manage more than marketing in their business software. CRM stands for Customer Relationship Management software and it is one type of the many business management systems available to streamline business processes, track communication and finances, and generally make life less hectic for busy business owners.

These are 7 apps that I have used for managing various aspects of marketing online, and I hope that you will be able to use them to benefit your business marketing ventures in the near future!

Please leave a comment below about any apps you use for marketing or sales.




Filed under Inbound Marketing

Closing Deals By Providing Value

In inbound marketing, your goal is by providing value to your leads throughout the sales process, you lead them to the close and  to become brand advocates. Through your content, you provide them enough information to qualify themselves, understand your services, and make a need-based decision. For legacy salespeople (which I have been in multiple businesses and industries), the goal of any presentation is to “Always Be Closing.” This means that you are always trying to provide incentives, motivation, and tricks to get people to sign the contract.

close through providing value

I heard one sales trainer once say that you should drop your pen so that when the lead picks it up you can just hand them the document and say  “Sign here.” The trainer was joking, I hope.

Inbound Marketing’s Alternative

In inbound marketing, the goal is to provide enough information and value to your prospective clients that they will be able to make an accurate decision and move forward with your service/product without high-pressure or hype. I recently put this into practice in offering a first session free for specific tutoring situations as a valuable service that also gives me and my students a chance to discover if we are a good fit. When it comes to teaching, a good fit is the highest value add you can offer.

A Sample Proposal

Sounds like your boys could really use some help building success in their schooling! As a fanatic reader (I just read an 800 page novel for fun in 3 days), a professional writer, and tutor, I understand the need to connect with children to help them learn to love our written language. Because of that necessary connection, I offer my first reading/writing session free to determine if my style of teaching and relating works with my students’ style of learning.

As you see in this proposal, I am proposing to offer an hour of my time teaching students in order to establish a fit.

No Gimmicks, No Hype

In giving value-laden information, you need to take care to avoid hype and gimmicks in order to get the sale. When I go and meet with a client, I will not always ask for the next session (because sometimes I know the tutoring won’t work). But, a client may not want to go forward with me, and that is OK. Whether you are creating content for someone, providing a service like teaching, or making a virtual or physical product, it is important to provide enough value that they can see the benefit of your service and qualify their own sale.

When I go to a free session, I provide the same service as I do at a paid session. Because, once I sit down with a student, my goal is to see them succeed, not to get a long-term working relationship. In tutoring, long-term relationships are the goal, as they are in writing and many other service industries.

We must remember what makes us excited and passionate about our work. Whether it comes to my writing or my tutoring, my passion is to see others succeed through the work I do.

This is the value of inbound marketing: you can always succeed if you help others meet their goals, and with enough value, your clients will close themselves. Rather than using pressure to succeed, keep providing value to your leads and give them the opportunity to join you in the journey.

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