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BR04: Charles H. Green on Reimagining Trust in Business
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Charles H. Green is the co-author of the well known book, The Trusted Advisor, and founder and CEO of Trusted Advisor Associates. He’s taught for Kellogg and Columbia business schools and written for the Harvard Business Review, American Laywer, and the CPA Journal. He also write the blog, TrustMatters.

Charles is bringing a revolutionary idea to business, a sense of trust that extends not only to customers, but also to employees. In today’s podcast, Danny and Charles talk reciprocity, how being trustworthy isn’t enough, staying personal while scaling, and much more.

Download the transcript here.

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Optimize Your Mobile Website to Boost Conversions
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A conversion for desktop visitors may not be the same as a conversion for mobile.Mobile browsing is growing into new ecosystem that has its own set of laws, structures, and appearance. As mobile technology continues to grow globally, a site that does not have a separate strategy for mobile may be comparable to a marketing agency that provides the same service to each client.

The best part is many companies have still not created a unique strategy for this ecosystem. Therefore, your company may harness the shifting market in order to have a powerful mobile experience for customers that your competitors fail to deliver.

The following tips are ways that you and your company can quickly get up to speed and improve its performance by adopting a strategy for mobile technology.

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Does Your Business Need Blueprints?
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ask theReaders

In April 2012, I wrote a post that brought 30 times my normal traffic to my blog.

To say I was a beginning blogger at the time is a vast understatement. I’d been blogging for about a year, but had no idea what made a good blog post. Clickable headlines? SEO? I had no clue how to build a business related to my blog.

But I knew it was possible to make money blogging, and I wanted to learn how. During my research in best blogging practices and the difference between a good blog post and a great one, I came across Jon Morrow’s Headline Hacks.

Headline Hacks

If you’re not familiar with Headline Hacks (in which case you should go download it right now!), it’s a list of different formats for headlines and a brief explanation of why each one works. But the meat of it is the list of 52 headline templates, such as “7 Warning Signs That [Blank].” Replace the part in brackets with your own topics, and you’ve got a powerful, ready-made headline.

So one afternoon while my daughter was napping, I wrote a post using one of his headlines as a template: 5 Baby Sleep Mistakes You Don’t Know You’re Making.

Two days later, I nearly fell out of my chair when I saw my blog had hit 6,000 visitors in one day. After averaging 200 visitors a day, it felt like a miracle.

The Moral of My Story

And that’s the power of blueprints. From headline templates and swipe files to step-by-step systems like the Audience Business Masterclass, blueprints can take your business to levels you could never reach on your own. Instead of reinventing the wheel, you can borrow a blueprint that’s already proven.

However, there is a fine line. Follow a blueprint too closely, and you weaken your brand. By using someone else’s words or strategies, you risk losing your personality and voice.

But change the blueprint too much, and you might lose its power — especially if you don’t understand the principles of why it works.

So tell us what you think: How can you use a blueprint while keeping your brand and personality intact? How much can you change a blueprint without reducing its effectiveness? Have you ever used blueprints, and did they work — or did they backfire? 

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What Makes a Great About Page?
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Newsflash! It's not all about you!Apart from the Home page, which do you think is the most visited page on your website?

Don’t know? Here’s a hint: It’s also the page that most businesses make the biggest mistakes on.

Still not sure?

The answer: It’s your About page. And mistake # 1 most businesses make is assuming their about page is about them.

Newsflash! It’s not all about you! Well, that isn’t that much of a newsflash, is it?

If you’ve read Firepole for any length of time, you already know that your marketing messages are more about your customers than you.

However most business owners start writing an About page and immediately go into storytelling mode about their life to date?

It’s time to make that wrong, right, among others.

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BR03: Tad Hargrave on Reimagining Sales, and Maintaining Integrity in the Face of Hardship
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Tad Hargrave has made a career of teaching business skills to the people who are on a mission to change the world – which is hard, because they’re the same people who tend to be most resistant to the concept of business! Tad manages to walk the line gracefully through his work at Marketing For Hippies, with an incisive sensitivity that I know you’ll appreciate. On today’s show, we dig into the deep meaning of what sales is really about, and reach some surprising conclusions.

Download the transcript here.

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