Category Article
AI Ready: The Small Business Guide to Being the Answer
Your website is losing business to visitors who never see it. Not because your prices are wrong, or your photos are poor, or your copy needs a polish. Because AI is answering your potential customers’ questions before they reach you,…
Applying The Brain’s Four Characters To Responding To Reviews
You open a one-star review. You read the first sentence. Something tightens in your chest before you finish the second. By the third, you are already composing a response in your head that you will almost certainly regret sending. Every…
A Super-cali-fragilistic-expi-ali-docious Marketing Insight From A Māori – As Inspiring As A Glow Worm In The Dark
I’m just back from a fascinating trip to New Zealand ahead of MCing the South Australian Visitor Information Service Conference later this month, and one offhanded comment by a Kiwi tourist operator has stuck with me. As we were driving…
Blog With Expertise And Authority – AI Search Tools Have No Appetite For Fluff In The Age Of SGE
A client just showed me a draft blog post one of his outsourced workers “wrote” and it was an atrocious waste of time that gives blogging (and outsourced workers) a bad name. It was a bland collection of sweet terms…
The Ghost in the Bottle: Why Your Best Prospects Might Be Hitting a Dead End
We often say you can’t read the label from inside the bottle. Today, I had to take my own advice. While interrogating our own analytics, I found something startling. Our most “engaging” content, the piece people were spending minutes reading,…
Why You Can’t Read the Label from Inside the Bottle
There’s an old saying in marketing: “It’s impossible to read the label when you’re sitting inside the bottle.” As a business owner, you are too close to your own work. You know the nuances, the history, and the effort. But…
What’s It Like to Be One of Your Customers? The Theory of Mind That Changes Everything
Here’s what my electrician never wondered: What’s it like to be one of my customers? He never imagined the anxiety of trusting someone with three thousand dollars. The frustration of rearranging schedules around his promises. The cascading disruption when he…
If You Wouldn’t Drink Recycled Sewage, Why Would You Use Bad AI Online? The Water Fountain Problem
Picture this scene. Office workers gather around the water fountain. Filling their cups. Drinking deeply. Walking to the bathroom. Everything they consume and expel cycles back through the same closed system. Filtered. Recycled. Round and round. Nothing fresh enters. That’s…