Car Talk
Summer is almost here! And so is today's podcast. This week we talk about marketing and, in particular, how to ensure that what you think you're saying is what the rest of the world is hearing.
Jun 08, 2012•5 min
The Likeable Expert Podcast
"Michael Katz's Likeable Expert Gazette focuses on helping professional service firms get more clients, more easily. It's published every other Friday."
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Episodes
Must Love Movies
Today's Podcast talks about content and, in particular, what it takes - and doesn't take - to make yours more compelling.
May 25, 2012•7 min
Play To Your Audience
There are many things you can do to improve the way you craft your message. Today's podcast explains why knowing your audience is a necessary part of the mix.
May 11, 2012•6 min
No Things Being Equal
"All things being equal," each of us is wired to choose the cheapest option. Make things unequal, therefore, and price is no longer the only differentiating factor. Today's podcast explains how to make this work for you as a professional service provider.
Apr 27, 2012•6 min
Match Point
Every professional knows that workd-of-mouth is the best way to find clients. And if it's nothappening often enough for you, today's podcast offers an important suggestion.
Apr 13, 2012•5 min
Bark In The Dark
The key to a great newsletter is great content. That said, consistency plays a role too. Today's podcast offers three suggestions in that regard.
Mar 23, 2012•5 min
You Better Shop Around
I know you want more clients faster. But jumping to close is not the most efficient way to make it happen. Today's podcast explains why.
Mar 09, 2012•5 min
Reach Out and Touch Someone
Staying in touch with the people you know is your best marketing tool. As today's podcast reveals, you don't even have to be very good at it.
Feb 24, 2012•6 min
Play In Your Sweet Spot
Are you doing work that you're not particularly good at? Well then stop it. Today's podcast explains why.
Feb 03, 2012•6 min
What's On Your Menu?
Do you usually order something to eat when you visit a restaurant? Maybe it's because they give you a menu. Today's podcast explains what that has to do with the selling of your professional service.
Jan 20, 2012•8 min
Eyes Wide Shut
Welcome to our first podcast of the year that points out the benefits of viewing everything you do as a marketing opportunity.
Jan 06, 2012•5 min
Try Not To Do This
Today's podcast offers three suggestions for making your enewsletter subject lines more effective, in addition to explaining why I don't take my own advice.
Dec 16, 2011•6 min
Embrace Your Inner Springsteen
Today's Podcast contains a simple idea: What you, as a solo professional, can learn from a rock star legend. (Thank you, but no, I don't mean me. I mean Bruce Springsteen).
Dec 02, 2011•6 min
A Random Writing Recipe
Bathrobes, mice and three things to keep in mind when selecting newsletter topics. Intrigued? Who can blame you.
Nov 11, 2011•6 min
My Unfair Advantage
Listen for a recent selling experience of mine, one in which a strong relationship made all the difference.
Oct 28, 2011•4 min
Singing In The Rain
It was raining yesterday morning when I left the house to go running. Not sort of raining, either. I'm talking full out, full blown, Cecil B. DeMille* raining.
Oct 14, 2011•5 min
Does Anybody Really Know What Time It Is?
I don't know much, but I know this: No story ever ends well when it begins with the following, panicked question, "Does that clock have the correct time??!!" Today's story is no exception. Here's what happened...
Sep 30, 2011•6 min
Do You Seem Familiar
I got a call the other day from my old college friend Rob, in Vancouver. (Long-time readers with steel trap memories and uneventful lives of their own will remember Rob as the subject of this 2005 newsletter .) He and I spent a lot of time together in school but gradually lost touch...
Sep 16, 2011•6 min
What A Difference A Difference Makes
My daughter Emily made the news the other day. You probably missed it unless, like me and my fellow Hopkinton, Massachusetts residents, you frequent our town's news blog - a photo-rich, constantly updated goulash of local events, home sales, police activity, wildlife sightings and other assorted oddities.
Sep 02, 2011•7 min
Unwritten Rule of E-Newsletters
I got a call yesterday from Carol in Nashville. She was convinced of the value of an E-Newsletter for her business (smart woman) and she was thinking about picking up a copy of my E-Newsletter System to help her get going (she may even be a genius). But ... she hates writing.
Aug 12, 2011•4 min
No Way Out
"What's 'Blup-Gen?'" I'm guessing you've never had that question asked of you. I, however, hear it about once a week and always from a complete stranger.
Jul 29, 2011•4 min
To Baldly Go Where No Man Has Gone Before
I shaved my head the other day. I know, it's not the kind of thing you tend to announce to the world. But as you'll see in a few more paragraphs, it relates to the way you market your business. Here's what happened...
Jul 15, 2011•5 min
You've Got a Friend
Despite having lived my entire life in the Northeast, I've always been drawn to the desert.
Jul 01, 2011•6 min
What's This About?
Writing can be painful. I think I know why. Today's newsletter offers a simple (but dare I say, brilliant) tip on how to make your writing flow more easily.
Jun 17, 2011•6 min
Share Your Backstory
Today's podcast encourages professional service firms (that's you) to share personal information and stories when marketing.
Jun 03, 2011•6 min
Taken To The Cleaners
Being an expert has nothing to do with the complexity of the services you offer. It has a lot to do, however, with your willingness to provide real advice to your clients. Listen in for more, my fellow expert.
May 20, 2011•5 min
Failure to Launch
I've got nothing against planning. But there's a limit to how much is useful - and there's a danger in doing too much of it. Today's podcast explains why.
May 06, 2011•4 min
Hairy Party To You
Routine can be useful; it helps your business - and life - run more smoothly. But too much routine can have you missing opportunities to stand out when marketing. Today's podcast explains why.
Apr 22, 2011•5 min
Yawn Care
Lots of industries have lots of traditions regarding the way they market themselves. Make sure you're not just following the pack (and getting lost along the way).
Apr 01, 2011•5 min
Bank Job
Ever feel tempted to take the easy way out and cover up a bad company policy with some fancy footwork? Me too. Today's podcast explains why it never works.
Mar 18, 2011•5 min
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