Marketing Without the Marketing
201 episodes - English - Latest episode: 3 months ago - ★★★★★ - 19 ratingsMarketing does not have to be pushy, aggressive, and sales-y. Respectful, ethical marketing strategies are more in line with the expectations of consumers anyway.
Hosted by Michael Boezi of Control Mouse Media, LLC https://controlmousemedia.com
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Episodes
Contracts Are Not a Trap (Episode 110)
October 16, 2017 10:03 - 16 minutes - 25.4 MBSigning a contract is often a big commitment for a client, and I want them to feel like the investment is low-risk. Here's my counterintuitive approach to writing a contract that is clear and simple, fair to both sides, and starts from a point of mutual trust. The post Contracts Are Not a Trap appeared first on Control Mouse Media, LLC.
Hourly Rate vs. Project Rate: Which Is Most Fair for Both Sides? (Episode 109)
October 02, 2017 10:56 - 18 minutes - 27.9 MBEveryone advises to bill by the project (not by the hour) when you run a consulting business. In the 4 years that I've been doing it, I've found that the opposite is true. But it requires a few important principles to make sure that the exchange of value works - for both sides. The post Hourly Rate vs. Project Rate: Which Is Most Fair for Both Sides? appeared first on Control Mouse Media, LLC.
When to Ask for the Sale: Not Early and Often (Episode 108)
September 25, 2017 10:51 - 16 minutes - 25.1 MBConventional wisdom is to ask for the sale early and often. With today's consumers, it turns out that the opposite is true. Exhibiting a little patience and providing a lot of upfront value gets you away from the icky parts of self-promotion - and it's more effective too. The post When to Ask for the Sale: Not Early and Often appeared first on Control Mouse Media, LLC.
Non-Disclosure Agreements: Mistrust Is Not a Good Starting Point (Episode 107)
September 18, 2017 11:03 - 14 minutes - 23.2 MBIt may seem counterintuitive, but the NDA request is always a red flag to me. Mistrust is not a good starting point for any relationship - plus it betrays a lack of self-confidence in your ability to execute. Is this really the message you wish to convey? Let's take a deeper look at Non-Disclosure Agreements: Pros and Cons. The post Non-Disclosure Agreements: Mistrust Is Not a Good Starting Point appeared first on Control Mouse Media, LLC.
Execution Is Everything In Business
September 12, 2017 10:56 - 15 minutes - 23.7 MBWe tend to overvalue our own ideas - I do it too. But it's always the execution that counts. This week's episode is about how to pick the right idea to bank on, how to develop it with continuous customer input, and how to assess whether or not the idea is actually succeeding. The post Execution Is Everything In Business appeared first on Control Mouse Media, LLC.
Creating Content as a Business Asset
September 05, 2017 11:43 - 10 minutes - 16.7 MBIn short, running a good content strategy is a huge time investment. It takes a lot of effort, and let's face it - it takes a long time to start seeing results. The only way to make it worth it is to treat everything you produce as if it's a renewable asset. The post Creating Content as a Business Asset appeared first on Control Mouse Media, LLC.
Tweeting Is Believing, Tweeting Out Is Not (Episode 106)
August 28, 2017 11:43 - 11 minutes - 18.2 MBTwitter is the best social platform for connecting with people you DON'T know already, making it a critical tool for finding new potential customers. So, why is it still not taken seriously? Episode 106 is about making a shift in mindset so that you can up your game and get more out of Twitter. The post Tweeting Is Believing, Tweeting Out Is Not appeared first on Control Mouse Media, LLC.
Social Media Is a Waste of Time Without a Content Strategy (Episode 105)
August 21, 2017 11:07 - 14 minutes - 23.4 MBIf your plan is just to start "getting the word out there" by posting to Facebook or Twitter - stop now. The outcomes will never be worth the time you put into it. You need a complete content strategy in order to make social media worthwhile. Here's a simple way to adjust your approach - and the three advantages to doing so. The post Social Media Cannot Exist in a Vacuum appeared first on Control Mouse Media, LLC.
Marketing and the Experimental Mindset (Episode 104)
August 14, 2017 11:29 - 18 minutes - 28 MBOne of my favorite quotes is, "If you're not measuring, you're not marketing." This has never been more true than it is today. What worked yesterday is not guaranteed to work tomorrow. Learn, measure, and iterate so that you can continue to optimize your marketing efforts. The post Marketing and the Experimental Mindset appeared first on Control Mouse Media, LLC.
Soft-Touch Marketing Is More Effective (Episode 103)
August 07, 2017 12:07 - 14 minutes - 22.4 MBMarketing often feels "icky" to small business owners, solo entrepreneurs, authors, and other creatives. When you ARE your brand, you don't want to be a self-promoter. Soft-touch marketing is the answer - not only does it feel better, but in light of today's consumer behavior, it's also more effective too. The post Soft-Touch Marketing Is More Respectful - and More Effective appeared first on Control Mouse Media, LLC.
Stop Looking for Shortcuts (Episode 102)
July 31, 2017 13:56 - 18 minutes - 28.4 MBForging real connections with real customers take real effort. Every business owner knows this. So why do we behave differently when we get online? Why do we take social connections less seriously, and look for the SEO tricks and other quick fixes? The post Stop Looking for Shortcuts appeared first on Control Mouse Media, LLC.
Marketing Is an Investment, Not a Cost (Episode 101)
July 24, 2017 11:11 - 13 minutes - 21.7 MBMarketing should not be a one-time spend to get a one-time result. If you think of it as an investment instead, today's "spend" can continue to pay off years from now. Here's how to focus on the two most important investments you can make in your business. The post Marketing Is an Investment, Not a Cost appeared first on Control Mouse Media, LLC.
Episode 100: I Am Not Special
July 17, 2017 11:17 - 16 minutes - 25.2 MBWhen you set out to create something, do it to create a resource. Then it doesn't matter if organic growth is slow. You'll be creating a reusable business asset: That's content strategy in a nutshell. Episode 100 of this podcast is dedicated to you and your next big milestone. I am not special: You can do it too! The post Episode 100: I Am Not Special appeared first on Control Mouse Media, LLC.
I Am Tired of Seeing Creatives Fail (Episode 99)
July 10, 2017 13:07 - 17 minutes - 27.3 MBIt's a shame when you see great art go unnoticed. I got sick of seeing creatives fail, so I wanted to do something about it. Here's a behind-the-scenes look at how and why I created a comprehensive online course to help writers, musicians, and visual artists. The post I Am Tired of Seeing Creatives Fail appeared first on Control Mouse Media, LLC.
Marketing Automation: A Case Example (Episode 98)
June 26, 2017 14:31 - 21 minutes - 32.1 MBMarketing automation sounds robotic and impersonal. In fact, it can be a more welcoming and personal way to nurture a lead into a customer, by focusing on THEIR specific needs and interests. You have a much better chance at making a connection, while lightening your workload as well. The post Marketing Automation: A Case Example appeared first on Control Mouse Media, LLC.
Consistency in Content Strategy (Episode 97)
June 19, 2017 13:47 - 14 minutes - 22.4 MBConsistency is one of the best ways to earn trust. So in your content strategy, a "toe in the water" approach isn't going to cut it. You simply have to commit to being consistent. That means that you're going to have to love the process - not just the results. Are you up for that? The post Consistency in Content Strategy appeared first on Control Mouse Media, LLC.
Be In It for the Long Game (Episode 96)
June 12, 2017 13:43 - 11 minutes - 18 MBIf your business depends on having an audience, you have to stand back a little and let it evolve naturally. You have fight your own impatience, get comfortable with not having control, learn to relish the indirect benefits, and ultimately, play the long game. The post Be In It for the Long Game appeared first on Control Mouse Media, LLC.
How Do You Measure Trust? (Episode 95)
June 05, 2017 14:11 - 17 minutes - 26.4 MBRather than looking solely at traditional business metrics, what if we made decisions based on earning trust instead? Episode 95 is about the limitations of ROI in trying to measure your content marketing efforts, and how to focus instead on getting to the Threshold of Trust. The post How Do You Measure Trust? appeared first on Control Mouse Media, LLC.
The Service Disposition (Episode 94)
May 22, 2017 14:22 - 15 minutes - 24.6 MBGenerosity works. When you serve, you earn the right to serve again. Over time, you earn enough trust to ask for the sale. This used to be hard to scale, but not anymore. It starts with a genuine desire to help, and as I've learned - what you get in return might surprise you. The post The Service Disposition appeared first on Control Mouse Media, LLC.
Business Isn't "Just Business" (Episode 93)
May 15, 2017 14:11 - 14 minutes - 22.3 MBMovies often portray success in business as a cut-throat, relentless climb to the top. Someone has to lose in order for you to win. That's just not the case anymore, if it was ever true at all. Here's what the principles of content marketing taught me about today's business world. The post Business Isn’t “Just Business” appeared first on Control Mouse Media, LLC.
What Content Strategy Teaches You About Business (Episode 92)
May 08, 2017 14:11 - 17 minutes - 27.6 MBIntroducing a new 16-part series about counterintuitive business lessons that I've learned from my mentors and the mistakes I've made. It turns out that the same nuances that work in running a good content strategy also work in running a business as well. The post What Content Strategy Teaches You About Business appeared first on Control Mouse Media, LLC.
Podcast Sponsorships: Your Opinion (Episode 91)
May 01, 2017 14:05 - 10 minutes - 17.9 MBOnce a podcast reaches a certain level, it's time to at least consider getting sponsorships. Let's look at the positives and negatives in monetizing a podcast - and how it applies to this show in particular. The post Podcast Sponsorships: Your Opinion appeared first on Control Mouse Media, LLC.
How a Mini-Series Can Help Your Content Strategy (Episode 90)
April 24, 2017 14:33 - 14 minutes - 22.5 MBI often produce little mini-series within this podcast. This structured way of writing is how I prefer to work, because it keeps me on track. It's good for my audience too - and I have the data to back that up. So, would this method work for you? Let's take a look. The post How a Mini-Series Can Help Your Content Strategy appeared first on Control Mouse Media, LLC.
Repurposing Content to Create an Online Course (Episode 89)
April 10, 2017 14:27 - 19 minutes - 29.3 MBIn today's world, the selling process really is about teaching. Here's my method to streamline the process of creating a online course that you can use for customer acquisition, customer on-boarding, or just to "productize" your knowledge and create a new revenue stream. The post Repurposing Content to Create an Online Course appeared first on Control Mouse Media, LLC.
Repurposing Content: The Downstream Method (Episode 88)
April 03, 2017 14:33 - 17 minutes - 27 MBIf you're not repurposing blog content for your social posts, you are missing a huge opportunity to save time and effort. In this week's episode, I cover how to reuse the meta description, the post excerpt, and the post content itself so you can streamline your social media activities. The post Repurposing Content: The Downstream Method appeared first on Control Mouse Media, LLC.
Repurposing Content: The Upstream Method (Episode 87)
March 27, 2017 14:11 - 18 minutes - 29 MBHave you ever thought about writing a book, but can't find the time? In this week's episode, I lay out my entire blog-to-book process - from planning to execution. It allows you to achieve two goals at the same time: Completing a large project and building an audience while you do it. The post Repurposing Content: The Upstream Method appeared first on Control Mouse Media, LLC.
Repurposing Content Across Contexts (Episode 86)
March 20, 2017 14:29 - 14 minutes - 23.4 MBMarketing is getting highly personalized. Each channel is its own community, which means that one "message" won't cut it anymore. Let's look at the ways this affects how you repurpose content across different channels, in different contexts. The post Repurposing Content Across Different Contexts appeared first on Control Mouse Media, LLC.
Repurposing Content Across Formats (Episode 85)
March 13, 2017 14:31 - 13 minutes - 21.1 MBAre you repurposing blog posts into email newsletters? This and other strategies for making more than one use out of your content can make you much more efficient. Here's how to do it safely and effectively. The post Repurposing Content Across Different Formats appeared first on Control Mouse Media, LLC.
Repurposing Content Is a Part of Any Content Strategy (Episode 84)
March 06, 2017 14:59 - 10 minutes - 17.6 MBAre you making multiple uses of blog posts, press releases, and emails to customers? With a little planning up front, content strategy helps you think a few steps ahead and save yourself valuable time - while building a set of content as a business asset. The post Repurposing Content Is a Part of Any Content Strategy appeared first on Control Mouse Media, LLC.
Picking Better Models for Your Business (Episode 83)
February 27, 2017 15:29 - 14 minutes - 22.8 MBIn building your business, are you always feeling behind? Like you can never live up to the countless stories of success? Maybe it's time to stop setting impossible standards. Here's one small change in perspective that can shorten your goal horizon. The post Picking Better Models for Your Business appeared first on Control Mouse Media, LLC.
How to Make Your Content More Shareable (Episode 82)
February 20, 2017 15:31 - 12 minutes - 20.5 MBTime for a gut check. You're producing content, you're sharing on social. But stop and ask yourself as objectively as you can: Is your content good enough that YOU would share it (if it wasn't your own)? Let's look at why and how people share, so that it can inform your content strategy. The post How to Make Your Content More Shareable appeared first on Control Mouse Media, LLC.
How to Syndicate Content Safely on Medium (Episode 81)
February 06, 2017 15:31 - 12 minutes - 19.5 MBHave you been reposting your blog content on Medium? It's a great way to extend your reach, and with Medium's new "Import a Story" feature, it's incredibly easy - and 100% safe for SEO. In this week's episode, I give a quick overview of how to incorporate this into your content strategy. The post How to Syndicate Content Safely on Medium appeared first on Control Mouse Media, LLC.
Content Syndication: Safe SEO Practices for Your Blog (Episode 80)
January 30, 2017 15:01 - 15 minutes - 24.2 MBDuplicate content is bad for SEO - or is it? Content syndication, done properly, is not only safe - but encouraged. There are 4 methods for syndicating content, two of which I endorse for a clean and effective content strategy. The post Content Syndication: Safe SEO Practices for Your Blog appeared first on Control Mouse Media, LLC.
The Four Principles of Teaching Your Customers (Episode 79)
January 23, 2017 15:01 - 11 minutes - 19.1 MBDo you like to be sold to? I don't. "Push marketing" can only generate awareness. While awareness is important, it's only Step 1. Trust comes when you try to teach your customers instead - bring some value to them instead of just pushing product on them. The post The Four Principles of Teaching Your Customers appeared first on Control Mouse Media, LLC.
Producing Content to Educate Your Customers (Episode 78)
January 16, 2017 15:01 - 11 minutes - 18.5 MBWhen you educate your customers, you can lead them to a better, more informed purchasing decision. One that they feel good about - and one that sticks. That means that you are an educator. In running your content strategy, can you think like a teacher? The post Producing Content to Educate Your Customers appeared first on Control Mouse Media, LLC.
A New Direction for Medium: Can Ev Williams Save the Web? (Episode 77)
January 09, 2017 15:29 - 12 minutes - 19.6 MBIn the Web's pay-per-click model, you get what you pay for. A race to the bottom. The result has been fake news, click bait, and creepy ad bots. I've had enough, and it appears that Ev Williams has, too. Will he have the courage to make Medium (and Twitter, for that matter) better than just "an extension of a broken system"? The post A New Direction for Medium: Can Ev Williams Save the Web? appeared first on Control Mouse Media, LLC.
The Social Media Strategy Series: Wrap-Up (Episode 76)
December 12, 2016 15:20 - 21 minutes - 31.9 MBSocial media for business is more than just Facebook, LinkedIn, and Twitter. In the season finale of "Marketing Without the Marketing," I give a top-level blueprint of a cohesive social media strategy that maximizes impact and efficiency. The post The Social Media Strategy Series: Wrap-Up appeared first on Control Mouse Media, LLC.
Know Your Customer: How Starbucks Uses Data-Driven Marketing (Episode 75)
December 05, 2016 15:29 - 22 minutes - 34.1 MBData-driven marketing is becoming a must-have, even for small businesses. Here's a brief case study of the Starbucks Star Rewards Program - and how to apply the lessons to your own business. The post Know Your Customer: Using Data-Driven Marketing appeared first on Control Mouse Media, LLC.
Challenging Conventional Wisdom in Content Marketing: Interview with Louie La Vella (Episode 74)
November 28, 2016 15:44 - 35 minutes - 52.3 MBThe principles of event marketing can be applied to small businesses of all types. In my interview with event producer Louie La Vella, we look at some counterintuitive strategies involving live video (including Facebook Live), affiliate marketing, and influencer marketing. The post Challenging Conventional Wisdom in Content Marketing: Interview with Louie La Vella appeared first on Control Mouse Media, LLC.
On the Horizon: A Preview (Episode 73)
November 21, 2016 15:10 - 11 minutes - 19.2 MBHere's a brief preview of what's to come in future episodes, including two new series that get into the more advanced aspects of content strategy. The post On the Horizon: A Preview appeared first on Control Mouse Media, LLC.
LinkedIn Pulse for Business: Baseline Strategies for Personal Branding (Episode 72)
November 14, 2016 15:01 - 14 minutes - 23.5 MBWhile LinkedIn Pulse is a low-commitment way to get started with blogging for business, you really need a strategy to get the most out of it. Here are two distinct game plans for you to consider: Which one is worth the time investment? The post LinkedIn Pulse for Business: Baseline Strategies for Personal Branding appeared first on Control Mouse Media, LLC.
You Only Have to Tell Me One Lie (Episode 71)
November 07, 2016 15:41 - 13 minutes - 21.2 MBIn your marketing, does what you say about yourself match what your customers say about you? If it doesn't, you may have a trust problem - and you may not get a second chance to repair the damage. The post You Only Have to Tell Me One Lie appeared first on Control Mouse Media, LLC.
Periscope for Business: Using Live Video as a Marketing Strategy (Episode 70)
October 31, 2016 14:31 - 15 minutes - 24.5 MBHave you tried using Periscope for business - or any other live video app? There are a lot of advantages for brands, and companies are getting really creative with it. Let's have a look at whether or not live video will be a good strategy for you and your business. The post Periscope for Business: Using Live Video as a Marketing Strategy appeared first on Control Mouse Media, LLC.
Twitter's Persistent Superpower (Episode 69)
October 24, 2016 14:01 - 15 minutes - 24.5 MBWhile I was attending a conference last week, I had a realization about Twitter and why it's still an important platform for business purposes - despite all of the talk of its decline. There's one aspect in particular that Twitter does better than anyone, and they seem to be doubling down on it. The post Twitter and Its Persistent Superpower appeared first on Control Mouse Media, LLC.
Facebook Groups for Business: A New Approach to Marketing (Episode 68)
October 17, 2016 14:29 - 16 minutes - 25.6 MBWith organic reach down to 9% or lower, Facebook has become purely a pay-to-play platform for businesses. Facebook Groups are the exception, and may be one of the most powerful marketing tools available. Here's my strategy for how to build and nurture an audience of super-fans. The post Facebook Groups for Business: A New Approach to Marketing appeared first on Control Mouse Media, LLC.
Twitter Ads for Business: An Underrated Marketing Strategy (Episode 67)
October 11, 2016 14:03 - 22 minutes - 33.1 MBSocial media is a great starting point to drive awareness of your business, but let's face it - there's a ton of noise out there. One strategy that can help: Twitter Ads. If you haven't tried ads yet as a part of your content strategy, here's a quick guide to getting started. The post Twitter Ads for Business: An Underrated Marketing Strategy appeared first on Control Mouse Media, LLC.
Hope Is Not a Marketing Plan (Episode 66)
October 03, 2016 14:31 - 6 minutes - 11.6 MBThere are no shortcuts in building a business. That's why those insidious "instant success" stories are dangerous to real, working businesses. Here is one of those stories - and my reaction to it. The post Hope Is Not a Marketing Plan appeared first on Control Mouse Media, LLC.
Medium for Business: The Benefits of Social Blogging (Episode 65)
September 26, 2016 14:31 - 19 minutes - 29.7 MBMedium has a ready-made audience and a algorithmic feed mechanism to get you in front of an audience that's different than your own blog. Here's how to coordinate the two - your blog and Medium - into a coordinated and effective strategy. The post Medium for Business: The Benefits of Social Blogging appeared first on Control Mouse Media, LLC.
Facebook Ads for Business: Boosting Your Awareness (Episode 64)
September 12, 2016 14:31 - 24 minutes - 36.7 MBA lot of businesses are using Facebook - but not a lot of them are using Facebook Ads. With the right strategy, you can get a huge awareness boost for your product or service, targeted to the right audience. Listen to the episode for some starter strategies and other considerations. The post Facebook Ads for Business: Taking Your Social Strategy to the Next Level appeared first on Control Mouse Media, LLC.
Pinterest for Business: Are You Missing an Opportunity? (Episode 63)
August 29, 2016 14:11 - 17 minutes - 27.1 MBPinterest is still one of the most popular social media platforms, and it has been evolving into a great marketing tool for small businesses. Here's a "starter strategy" to get you up and running and taking advantage of their new business-friendly features. The post Pinterest for Business: Are You Missing an Opportunity? appeared first on Control Mouse Media, LLC.