Marketing

Scoop.it new feature: level up your email newsletter campaigns in Scoop.it

The way we feel about newsletters here at Scoop.it was never a secret. Some platforms diminish your reach so much it can destroy your business if you rely on them (looking at you, Facebook), and others get entirely wiped off the face of the planet (looking at you, Google+). This dynamic will never end—platforms will always keep emerging and disappearing. But the one thing you will always have control over—instead of being at its mercy—are emails. Our inboxes are a private, protected space and unlike with hundreds of accounts we’re happy to follow on social media, we only let the selected people and companies into our email inbox. This is why we’re thrilled to introduce you to our updated Newsletter feature in Scoop.it Enterprise. In this post, we’ll show you around and c...

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Marketing

CFC 2012: Missing the confidence to set the right tone?

The 5th Annual Creative Freelancer Conference, June 21-22 in Boston (early bird deadline is April 30!), is rapidly approaching. For today’s podcast interview, we have Marcia Hoeck, giving us a preview of her session, Skillful Communication with Clients.  Q: What’s the biggest mistake creatives make when communicating with clients?  Marcia: The biggest mistake is not setting the right tone and maybe taking things personally. We’re in a business where it’s our art, it’s our creativity, so we tend to take things more personally. We have to step back and realize this is a business relationship. We have to set the right tone. The client has to place his trust in you in order to feel confident that you can do the work.  The biggest miscommunication mistake is that we don’t establish ourselves ri

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Marketing

Information wants to be free*

*No, that’s not what he said, and no, it’s not completely true. Thirty-five years ago, in a conversation with Steve Wozniak (pioneer of the personal computer), Stuart Brand (founder of the Whole Earth Catalog along with many other foundational disruptions), said: On the one hand you have — the point you’re making Woz — is that information sort of wants to be expensive because it is so valuable — the right information in the right place just changes your life. On the other hand, information almost wants to be free because the costs of getting it out is getting lower and lower all of the time. So you have these two things fighting against each other. This is prescient, and it deserves to be quoted or at least paraphrased correctly. Information wants to be free or it wants to be...

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Marketing

How to position your firm in 6 months

Sometimes, all you need is a kickstart. That’s all it took for Julia Nable, co-founder (with her partner) of SandorMax, to decide how to position their small Connecticut-based firm after 6+ years in business.  I met with Julia and Zoltan for a 2 hour consultation in June 2011 (almost exactly 6 months ago). Then, in early December, Julia wrote to tell me they’d made great strides with their positioning and their target market, healthcare and bioscience companies – and that they were accepted as speakers at a prestigious industry conference later this year.   I was like a proud parent! Here’s how it happened.  First, like everyone else, they were generalists, until they came to the realization that this approach just wasn’t working. She said, “We were so broad that we were taking any work th

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