September 6, 2019Comments are off for this post.

How to Launch a Website Without Making Yourself Miserable

On August 6, 1991, the first web page popped up on a newfangled thing called the Internet. Twenty-eight years later, websites are still hard to launch. Why is that?

Launching a website seems like it should be easy. We’ve had nearly three decades to work out the kinks in the process. Premium themes, visual editors, and content management systems (CMS) have all lowered the barrier to entry.

Standing up a little five-page marketing site over the weekend should be a piece of cake, right? Trim the hedges. Pressure wash the deck. Commence web domination.

I love me some barbecue, and a comparison between smoking a brisket and launching a website is apropos. None of the multitude of tiny tasks is particularly hard or delicate. Yet, with so many steps in the long sequence—not to mention a gristly, unforgiving cut of meat—the likelihood of making a mistake is high.

The purpose of this post is to slice up and serve seven juicy observations from a decade of smoking websites (too far?) before I explain how to launch a website by following 15 clear-cut steps.

1. Websites can be hard because of people.

Few words produce a bumper crop of opinions faster than “website.”

Suddenly, otherwise mild-mannered people are touting “the fold” or positively fuming about email popups. Only people who hold commerce with demons use email popups. Everyone knows that.

Mixed, often contradictory opinions lead to design by committee, which in turn leads delays and subpar results. One easy way to avoid all three is to shrink the team.

That’s right... Solicit fewer opinions. Design by committee is the perfect long-handled spoon for stirring up dissent, discord, and disappointing results. So don't.

No design project should be a democracy, and a website is no exception.

Establish a monarchy instead. Give one person ultimate decision-making authority. That king or queen may cause griping and stink eye, but the beauty of a CMS like WordPress, Squarespace, or Craft is that your monarch can later assuage the commoners by making certain tweaks in v2.0.

That brings me to my second observation.

2. Websites can be hard because of perfectionism.

A website is simply a collection of your best guesses (and hopefully, best practices) until you get real user data. Smart companies use website analytics—Google Analytics is free—to gain insight into how people are finding the site and how they’re interacting with it.

One way to justify your exclusion of surplus opinion-mongers and decision-makers is to point to the sensible goal of launching an imperfect site quickly, driving traffic to the site, keeping an eye on analytics, and using real user data and insights to make informed refinements.

If your Services page has a high bounce rate, then you can split-test a new version. The new bounce rate will prove or disprove your hunches.

By divvying up desired features and functionality into multiple phases or versions, you can also shave weeks or months off your timeline. A phased approach keeps you focused on the minimum viable product. Non-essential features and functionality can wait.

For customers to schedule appointments through the website might be cool, but if your old website didn’t have offer that capability, then your customers won’t miss what they already don’t have.

Iteration is your friend. Perfectionism is a chump shilling diet pills.

3. Websites can be hard because of code.

Lots of people feel out of their depth with web projects. Web development and writing code still seem complex and esoteric to many people.

We humans don’t like feeling ignorant or helpless. We tend to disengage. Our attitude becomes “Just let the agency and their techies handle it. Make the bad HTML men go away."

Though we always appreciate your trust, we have found that a collaborative approach works the best. We can handle the design, code, and much of the strategy. But we need your understanding of your brand, audience, and industry.

For example, we once had a client who knew that most of their web visitors would be in their fifties and sixties. They asked that we make the web fonts larger and easier to read for their Baby Boomer audience.

Though we would have preferred a different typography lockups for aesthetic reasons, we saw the good sense in the client’s request. We made the changes, and the site was a success because the client stayed engaged in the planning, design, and development process.

4. Websites can be hard because of poor planning.

A website is a mosaic of constituent parts, seen and unseen, including strategy, copywriting, images, navigation, links, buttons, icons, code, pages, and forms.

Those parts have interdependent relationships. For example, links go to pages, buttons need words, photos need alt tags, and form submissions need to find their way to somebody’s inbox.

If your stakeholders haven’t sat down and hashed out all the relationships, you will end up with a mishmash, not a beautiful mosaic.

A robust planning process helps you ask the right questions, formulate the right answers, and piece together a work of art that supports business goals.

5. Websites can be hard because of weak strategy.

Many organizations tackle a website project with a Field of Dreams mindset: If we build it, they will come.

A website can certainly be a marketing vehicle, but the car needs an engine. Strategy makes your website work. Different websites are built for different purposes. What’s the purpose of yours? What do you want people to do? What counts as a “conversion” for you?

Here are several common purposes:

  • Is yours an e-commerce company? Obviously, your site will need shopping cart functionality and secure credit card processing.
  • Will your website need to receive Personal Health Information for your medical practice? You’ll need a HIPAA compliant server and ongoing compliance.
  • Will the linchpin of your website be a blog where you post fresh content weekly? A clean layout with appropriate white space will create a pleasing reading experience. Chances are, many of your readers will read your posts on their smartphones and tablets, so that layout should be equally attractive on your site’s mobile version.

Your strategy for converting web visitors into readers, subscribers, customers, or fans will dictate choices you make with UI/UX, design, headlines, calls to action, content, and photography—decisions all the way down to font size!

By gaining clarity around what success looks like in advance and by defining “conversion,” you can simplify the whole process and dramatically increase your chances of seeing positive ROI.

6. Websites can be hard because of missing credentials and brand assets.

As I mentioned, a website is a mosaic. Some of its pieces may take time to track down. If you’re redesigning an existing site, then you’ll need credentials for your hosting account, domain registrar, and CMS dashboard.

You’ll also need a high-res logo file, preferably in vector format, as well as your corporate fonts, brand colors, photography, videos, and icons.

It’s fairly common for us to ask for credentials and assets and discover that no one on the client side knows where they are. We must follow the bread crumb trail back to see if an office manager who left the company years ago might have what we need on an old hard drive.

Of course, some clients are really on top of things and send over what we need within the hour!

The point is, corralling credentials and assets often takes more time and effort than the client anticipates. If you see a new website on the horizon, go ahead and start organizing your digital house now.

7. Websites can be hard because of unrealistic expectations.

Many business owners secretly expect a new website to be the marvelous elixir that’s going to cure all the organization’s aches and pains.

A new website represents a large investment, and the right website, strategy, and ongoing marketing can generate conversions, leads, sales.

A new website, however, is not a substitute for a more holistic marketing plan. A website is an important brand touchpoint, but it can’t plug all the gaps in your brand strategy.

Think of a good website as an amplifier.

If you already know what makes your brand special, what makes your target audience tick, and how you create unique value for them, then a website can get that message to more people.

On the other hand, if you lack clarity around your brand’s purpose, unique selling proposition, and target audience, your website probably won’t make much noise.

Thankfully, being in the second camp doesn’t mean you can’t build and launch a beautiful, effective website. You’ll just need to plan on some remedial branding work along the way.

The Lowdown on a Successful Website Launch

Let’s transition now to practical steps you can take to have a successful launch. Balernum’s process goes through four phases—Planning, Strategy, Implementation, and Refinement—and follows 15 steps.


  1. Have an Alignment Meeting. You can read more about and download Balernum’s Alignment Meeting agenda here. We answer questions like this:
    a. What isn’t working well?
    b. What is the dream?
    c. What does success look like?
  2. Finish answering important questions about the project’s scope. You can check out the questions we ask our clients here. A website is a lot like a house in that the price depends on how big and fancy you want it to be.
  3. Define your strategic goals.
    a. How will you define conversion?
    b. What’s the single most important action site visitors can take?
    c. How will you quantify and track that?


  1. Define your primary audience. If you don’t know what makes your preferred customers tick, then take the time to ponder their goals, desires, fears, objections, the consequences of doing nothing, and any content they would find helpful.
  2. Define your primary call to action. What do you want people to do? Call your office or schedule a consultation? Download your app or buy your book? Your primary call to action will shape your content strategy, which will in turn dictate the site's copy and content.
  3. Develop content strategy. Here are some of the ingredients in Balernum’s smoky, brisket-y content strategy:
    a. Customer Journey
    b. Value Proposition
    c. Features/Benefits/Offerings
    d. Core Messaging
    e. SEO
    f. Redirect Strategy
    g. Meta Data
  4. Outline the site map and page structure. How many pages does your site need? How do those pages relate and cross-link to one another? How will they be organized under the main navigation?


  1. Create stylescapes and set design direction.
  2. Create wireframes.
  3. Gather and organize design assets.
    a. Logos & Typography
    b. Identity Guidelines
    c. Lifestyle and Product Photography d. Videos
    e. Animations
    f. Icons
    g. Content & Copywriting
  4. Design high-fidelity mockups.
  5. Set up test site and begin coding.


  1. Perform testing and quality assurance.
  2. Finalize your launch plan and marketing.
  3. Finalize your approach to measurement and analytics.

What if you don’t want to smoke brisket alone?

That’s pretty much it. Launching a website isn’t astrophysics with a dash of nanotechnology. The process is like smoking a brisket: lots of steps, lots of room for error, and thus a strong incentive to follow a step-by-step process and not reinvent the wheel.

If you think you might want help launching your new website, answer these questions for us. We’ll follow up with you shortly.

Otherwise, put in your name and email address below, and you can download a beautiful PDF version of the 15-step website process outlined above.

    August 26, 2019Comments are off for this post.

    3 Reasons Why the World Needs Another Branding Agency

    Does the world need yet another branding agency? Perhaps not. Does the world need Balernum? Yes. Here are 3 reasons why…

    Read more

    June 29, 2019Comments are off for this post.

    The Step-by-Step Guide to Creating a Solid Startup Marketing Plan

    I would like to help you create a solid marketing plan for your startup, and we’re going to start by poking holes in an Instagram ad I saw recently.

    In it, a well-known author, whose book I have read and even recommend on occasion, was shilling half-truths.

    “Most marketing dollars are wasted,” he said.


    “Marketing is easy.”

    Umm... Disagree. Marketing is simple but not easy. There's a significant difference.

    “Watch my three five-minute marketing videos, and I'll help you....”

    Uh-oh. We have now taken a detour into a sideshow tent. A huckster in a shiny top hat is touting a miracle cure made from castor oil and pay per click ads. Take twice a day and all of your business ailments will disappear!

    When you look past the glitter and hyperbole of that Instagram ad and the emotional contortions triggered by clever copywriting, what will you see? A salesman promoting a marketing program. I don't have a problem with sales or programs. Both are essential for growing a business.

    I do, however, have a problem with the promise of “easy.”

    Marketing your startup isn't "easy."

    When is long-term success in a desirable area—business, life, creative expression, committed relationships, faith, health—ever easy to come by? The word “easy” is fishier than an ocean breeze blowing through a salmon canning factory in July.

    Marketing is simple, not easy, the same way a marathon is simple, not easy. When running a marathon, you put one foot in front of the other one. You keep doing that for 26.2 miles. Eventually, you cross the finish line. If simple were the same as easy, then my hips wouldn’t have felt like they were coming unsocketed. I wouldn’t have been sore for a week after the Music City Marathon.

    What our marketing stuntman was trying to say was that you can take a definitive step today to improve your marketing. What he neglected to say was this: Once the excitement and novelty have worn off, you must keep putting one foot in front of the other. Consistency, not miracle marketing elixirs, will help you form new habits, build stamina, and produce results. Consistency trumps everything in marketing, and though no single step is all that hard, putting together 55,000 of them is.

    Have I got you nodding your head in agreement? Good. We’ll move on to the reason you’re reading this post: creating a solid startup marketing plan.

    Team Balernum puts together a lot of marketing plans, and I’m going to guide you through our framework. You can use it on your own, or you can hire our painfully attractive team to bring you donuts and create the plan with you.

    Step 1 - Start with P.R.O.S.E.

    P.R.O.S.E. stands for Products, Relationships, Opportunities, Services, and Experiences/Events. In this exercise you list the ways you make money in each of those five categories.

    The goal is to capture every way your business makes money (or could within a short timeframe).

    (This exercise may feel more like business development than marketing strategy for some folks, but it’s an important for reasons I’ll explain shortly.)

    Step 2 - Think through ROI and ROT.

    Once you have a complete list of the ways you make money, you must ballpark your return on investment and return on time for each one.

    • Which Products, Relationships, Opportunities, Services, and Experiences/Events make you the most money?
    • Which cost you the least to deliver or fulfill?
    • Which are inexpensive in terms of time spent? 

    One of our clients is a founder who also owns a pharmacy. He has a Pharm.D. and can compound custom medications. Some of those prescriptions have a crazy profit margin—like 99% crazy. For example, we discussed one medication that costs the pharmacy $3 in raw ingredients and materials. They turn around a charge $1000.

    That margin seems too good to be true, and it is. Our client hadn't factored in Return on Time. (Isn't ROT a lovely acronym?) He is one of the few pharmacists in our area who can make this particular medication, and he recently had to spend two hours on a Sunday doing it.

    The pharmacy has many other offerings with a “worse” profit margins, but they’re also more scalable because they don’t consume his limited inventory of time. His staff can handle fulfillment and free him up to focus on the startup.

    When marketers talk about marketing, we love to toss out terms like “metrics,” “KPIs,” “LTV,” and “ROI.” ROT is just as important, yet marketers rarely bring it up.

    Should your startup send an eblast and generate a metric crapton of sales for Proprietary Gizmo #1 if fulfilling all those orders is going to eat up an entire Saturday? Yes, the tactic “worked.” It generated ROI. However, it also made you miss your daughter’s dance recital. Is that why you’re in business?

    At Balernum we discourage our clients from marketing certain products and services if that growth will have an adverse effect on company culture and on lives outside of work.

    Now for Arts & Crafts Time!

    Draw two circles and label them “Good Profit” and “Fast Delivery.” Put all of the revenue-producing stuff from the PROSE exercise inside one or both of the circles. Where do they overlap? Focus your marketing efforts on the offerings in that sweet spot.

    Step 3 - Set goals.

    The marketing plans we create with founders bring detail and color to these areas:

    • Goals
    • Strategies
    • Falsifiable Hypothesis
    • Measurement
    • Timeframe
    • Tactics
    • Activities
    • Schedule
    • Tools
    • Team
    • Budget

    We’ll always appreciate Wayne Gretzky for reminding us that you miss 100% of the shots you don’t take.

    With that in mind, what is your first growth goal? Assign a dollar amount to it. What is the average value of one of your sweet spot offerings? Take your revenue target and divide it by that number.

    Fill in this goal statement:

    By (specific date) I want (X number of) sales with a value of (X number of dollars) per month. That revenue will then be used strategically to (fund Phase I of your Top-Secret World Domination Plan).

    Step 4 - Do more of what’s already working (aka, pick strategies).

    Lots of founders and business owners develop Shiny Object Syndrome as soon as they get serious about marketing. If it’s new and fancy and all the cool kids are doing it, it must be more effective then your tried-and-true strategies, right?

    Tradeshows? Gross!

    Sexy infographics, content marketing acrobatics, and Snapchat singalongs? Sign me up!

    Don’t chase that shiny squirrel just yet. Do this first:

    1. Go back to your sweet spot and make a list of the last 20 sales you made for each offering.
    2. Write down the name of the customer and how she found her way to you. A Google search? A referral? A lead from an industry event? A new relationship from a meetup? A contact form submission from your website? A walk-in at your brick-and-mortar location?
    3. Next, write a one- or two-sentence story about the path that each sale followed.
    4. Now look for patterns. How do you get new business most often?
    5. Finally, take a look at your marketing budget and activities. Does your spending line up with the activities that generate new business for you? Are you spending most of your time on those activities? Are you spending time and resources on any marketing tactics that don’t appear to produce results?

    You should now have greater clarity around which strategies are already generating sales for you. Instead of chasing shiny objects, I’d recommend doubling down on your most effective strategies for a specific timeframe—say, six to twelve months.

    Here are some examples:

    • Email Marketing – Send two email newsletters per month.
    • Content Marketing – Write and promote two blog posts each month.
    • Events – Attend two industry events per month, meet at least five new people at each one, and schedule at least two one-on-one lunches or coffees.
    • Instagram – Post daily, add an average of three new followers per day (or roughly 100 new followers per month), and welcome every new follower in a direct message.
    • Facebook Ads – Create and run Facebook ads with a starting budget of $10 per day to split test ads and benchmark clickthrough and conversion rates.
    • Webinar – Host one live webinar per month for three months to benchmark conversions and ROI.

    Nathan Barry told me that he scaled his SaaS, ConvertKit, by emailing bloggers and giving them demos. He won new customers one by one using… direct sales. What could be more boring than that?!

    Nathan’s article is worth the read: “Direct Sales for Bootstrapped SaaS Startups: from $1,300 to $725,000 MRR.”

    Step 5 - Formulate a hypothesis.

    I picked up the phrase “falsifiable hypothesis” somewhere, and I wish I could give credit where credit is due.

    Answer these two questions for each of your chosen strategies:

    • What do I expect to learn?
    • What do I expect to happen?

    Any good experiment requires a hypothesis that can be disproved. If you’re going to commit to sending two email newsletters per month for twelve months, then take the extra step and write down a guess about the results.

    For example, you might believe that email marketing is an effective way to generate sales through your e-commerce website. And sending more emails will generate more sales; educating your audience about your various products and sharing free, valuable content will contribute an extra $2,000 per month.

    Actually sending the emails will help you to validate or invalidate those assumptions.

    Whether you were right or wrong, you’ll be in a better position to become a smarter marketer.

    Step 6 - Choose your metrics.

    It’s hard to know if your marketing efforts have succeeded if you don’t measure anything and thereby attribute sales to specific strategies, tactics, and activities.

    That’s why we advise clients to decide what they’re going to measure in advance.

    For email marketing, metrics might include open rates, click-through rates, and attributable sales.

    Tracking these numbers in a Google Sheet just once a month will give you a pulse.

    Word to the wise: It’s easy to get lost in analytics and attribution. It’s also easy to get fixated on “vanity metrics”—numbers that make you feel good but don’t grow your bottom line.

    Unless you’re really, really good with analytics and have significant experience running a marketing program, I’d recommend that you stay focused on what really matters: sales. You can geek out on the nuances later when you’re rolling around in a bathtub full of cash.

    Finally, Brad Feld’s thoughts on “Three Magic Numbers” are must-read for any founder.

    Step 7 – Set a timeframe.

    Maybe your marketing experiments will work. Maybe they won’t. You don’t want to give up too soon, and you also don’t want to stubbornly persist with dead end strategies, tactics, and activities.

    By time boxing your marketing experiments, you set an appointment with yourself. You will take a step back from the daily marketing hustle, review results, and reexamine your hypothesis:

    • What has happened over the last six months (or insert timeframe here)?
    • What have I learned?
    • What are my metrics telling me?
    • Am I seeing positive ROI?
    • Is that ROI worth the time I’m investing (i.e., positive Return on Time)?
    • Should I continue with this strategy?
    • Why or why not?
    • If yes, how can I optimize?
    • If no, what should I try next?

    The goal of marketing isn’t a perfect track record of positive ROI but being less and less wrong with each experiment. Fail forward.

    Step 8 – Choose relevant tactics and activities.

    Each of your strategies will require tactics. For example, if you commit to email marketing, then you may use tactics like one-time or limited-time offers, seasonal promotions, training delivered as a sequence, giveaways, and so on.

    In the activities department, you’ll obviously need to write the emails, schedule them, send them, and measure the results. You may also need to field people’s questions and take other actions dictated by the response.

    For example, if individual emails generate higher than average sales, then you might want to resend those emails to all of your Unopens. Or, if certain people finish an email course or nurture sequence, you may need to move them to a different segment or sequence.

    Allow me to state the obvious: Different strategies require different tactics and activities. It’s helpful to know what all you’re committing to before you get started because certain tactics and activities consume more time than we realize—e.g., writing high-quality email content and writing intelligent responses to people’s questions.

    Rather than underestimate the time required and overcommit to too many strategies, you’d be wise to commit to doing fewer things better.

    Step 9 - Set a schedule.

    How often will you be sending emails? What regular activities enable you to do that? When exactly will you knock out those activities?

    For example, you may write an email on a Tuesday, edit and schedule it on a Wednesday, and send it on Thursday morning. You may take a look at your metrics and add those them to your GSheet the following Monday afternoon.

    A well-defined schedule will help you balance marketing with your other work and responsibilities.

    Step 10 - Choose your tools, team, and budget.

    Will you use Mailchimp or ConvertKit? What writing app do you use to create email content? Who is responsible for various tasks and activities? How much are you going to spend on marketing in general and on running specific strategies?

    You may be able to tell by now that I believe ambiguity is your enemy. Ambiguity thwarts consistency, and consistency trumps everything in marketing.

    You shouldn’t be running and gunning from week to week. You should know who is writing emails, what that person is writing about, when s/he will be finished, and when the email will go out.

    Don’t improvise. Do follow a clear plan. Clarity grows confidence. Confidence produces decisive action. Decisive action leads to tangible results, positive or negative, that bring fresh clarity.

    (Can we now join hands and sing, “The Circle of Life” from The Lion King?)

    Parting Thoughts

    The individual components of your plan matter less than your commitment and consistency. Only doing something consistently and measuring results precipitates real market feedback and positions you to make more informed marketing decisions. Consistent marketing and controlled learning will eventually convert your marketing spend into investment.

    The 80/20 Rule is often at play in marketing. 20% of your effort produces 80% of your results. More strategies and more tactics won’t necessarily produce better results. In fact, the pursuit of more for its own sake leads to misery, kind of like overeating at a buffet.

    A marketer’s job is to use trial and error to find out strategies and tactics comprise the 20%. Trial and error requires us to make mistakes. Go figure.

    So make a startup marketing plan. Stick to it for six months or a year. See what happens. Stop doing what isn’t working, and use the reclaimed time and resources on new experiments. Double down on what works.

    Marketing isn’t rocket surgery. It is trial and error coupled with careful observation.

    Want free help documenting your plan?

    Put in your name and email address below, and we’ll send you the download link for Balernum’s Marketing Map template. It’s the same one we use with clients, and thanks to this blog post, you now know exactly how to use it to create your startup marketing plan.

    January 9, 2019Comments are off for this post.

    Launch Lessons – Build Your Audience First

    You’ve surely heard this line from the Kevin Costner movie, Field of Dreams: “If you build it, they will come.” It’s a nice sentiment, buzzing with positivity. Unfortunately, it comes from a movie. Movies aren’t real life, and this advice amounts to total crap in a business context.

    If you build your product, service, or venture, customers won’t magically appear like ghosts of dead baseball players. Real people have better things to do than show up to a baseball diamond in the middle of an Iowa cornfield.

    So let’s tease out a better lesson for building bravely from Field of Dreams. The lesson is this: People don’t have much space in their minds or lives for your precious idea. That’s why you must help them make space and earn their attention.

    Building an engaged audience usually takes months of calculated persistence and tedious effort. This is good news. Most people, including your would-be competitors, will tire of the tedious work and give up before they see results.

    I certainly hope you will persist though. I have witnessed firsthand how focused, consistent, daily effort yields an extraordinary harvest.

    Pineapple Consignment grew out of frustration.

    Balernum helped founder Megan Church launch the [Pineapple Consignment] brand. Pineapple Consignment is a twice-annual pop-up consignment event, specializing in upscale furniture and home decor. I’ll share Megan’s Instagram strategy in a minute, but first, I want to tell you about our hero.

    Megan started the business in summer 2018. The idea germinated not in passion but in frustration. Megan wanted to sell an ottoman. She did what many folks now do. She posted photos of it in a couple of different Facebook groups dedicated to buying and selling in a certain zip code or geographic area. Megan’s photos and price of $100 generated plenty of interest. Multiple people left a comment saying they wanted to buy the ottoman.

    Megan then arranged a time and place to meet with the first person who had called dibs. On the appointed day she packed up her three children—all five years or younger—and drove to a nearby Panera Bread to make the hand-off. Unfortunately, the buyer never showed.

    Unfortunately, she got stood up not once but four times before she finally rid herself of the ottoman. The final transaction was weird too. The woman tried to negotiate in a passive-aggressive manner.

    Megan was irritated. “It’s not like I changed the price on her at the last minute. I mean, the price was always $100. She had to have known that. The price was right there in the original Facebook post.”

    The problem with selling furniture and home decor on Facebook and Craigslist is the uncertainty surrounding the hand-off and payment. Strangers can simply flake out on you. They lose no relational equity by changing their minds at the last minute. They can stand you up, waste your time, or cause you to miss out on serious buyers.

    Sellers are forced to absorb all the risk. And selling the same piece of furniture four times, like Megan did, makes the whole experience costly and frustrating, not fun. As the time invested in the sale goes up, the value of the transaction for the seller goes down.

    Megan started to wonder, “What if I can make the experience of upcycling furniture and home decor better for buyers and sellers?”

    Many of the best businesses grow out of gaps, inefficiencies, and annoyances like selling an ottoman. Such opportunities lie hidden in plain view. An enterprising young woman notices one because it affects her more than others. She decides to do something about it.

    However, Megan didn’t start by filling an empty warehouse with furniture and knickknacks. She was smarter than that. She started by building an audience on Instagram months before the first consignment event in October 2018.

    Stop looking for shortcuts.

    One would think, with all of my exposure to influencers and my careful study of thought leadership and internet marketing, that I would have prioritized audience-building for every single product and venture. One would be wrong.

    More times than I care to admit, I have made the classic mistake of artists, creators, and founders make. I built a beautiful baseball diamond in the middle of an Iowa cornfield. Oops.

    Megan chose the more tedious and effective route. She studied up a bit on how to grow a following on Instagram. She made a rough plan. She gathered content. She started posting daily, and meanwhile, she proactively added new followers, one at a time.

    James Altucher would applaud Megan. In his book Choose Yourself Guide to Wealth the author has this to say about shortcuts:

    “I’ve done enough interviews now on my podcast with people who (are) the best in the world at what they do and I can see there are no real shortcuts. This is true no matter what field.”

    Megan is a diligent, hard-working gal, and she didn’t go a-hunting for shortcuts. She identified Instagram tactics that had worked for other people, and then she employed those tactics every day. Every day for months on end.

    Should I repeat that one more time? Probably not, but here goes… Every. Day.

    The Marketing Problem Most Founders Have

    You can now see clearly the problem that most founders and product creators encounter: inconsistency.

    Inconsistency will sabotage your diet and workout routine. It will undermine your monthly budget. It will erode the foundation of your faith, relationships, and aspirations.

    On the other hand consistency will ultimately bring you want you desire. It makes for a rather tedious dinner guest, but it works.

    If you have an engaged audience of people who have made space in their lives for your new venture, then your early business experiment will be more successful.

    Right-size your goals.

    Even with an audience, you must right-size your goals. Megan’s goal for her very first Pineapple Consignment event was realistic. She didn’t expect to make a bajillion dollars and to become best friends with Joanna Gaines, Brené Brown, Michelle Obama, and Reese Witherspoon.

    She wanted to launch the brand and break even. The first Pineapple Consignment event paid for her software subscription, her two new laptops, her scanning wands and point-of-sale system, and dozens of other small tools and office items needed to operate the business and make the shopping experience enjoyable for customers.

    In many respects, Megan had the cards stacked against her. Her business model has many moving parts:

    • Create a brand from scratch.
    • Rent a venue.
    • Recruit consignors.
    • Convince consignors to pick out furniture and home decor, price it, tag it, and drop it off at the venue.
    • Recruit and manage volunteers.
    • Build awareness for the first pop-up event.
    • Drive foot traffic on each day of the sale.
    • Accept credit card payments with relative ease.
    • Get rid of leftover stuff and clear out the venue.
    • Send out commission payments to all of her consignors.

    Lots and lots of things could have gone wrong, but Megan changed the odds by building an Instagram following before the event. She then leveraged that audience throughout the event.

    Most of business “success” is tedious follow-through.

    At Pineapple’s first event I witnessed how effective social media can be for building awareness and driving foot traffic to a physical place. You can bank on this: People will forget unless you remind them.

    Don’t you? How many times have you learned through an email or tweet that your favorite band is playing soon in a city near you? You regret it later when you hear how good the concert was. You friggin’ love that band! You could have come up with the money. It’s not like you had a major conflict that weekend. So what gives? You simply forget.

    If you have an audience though, you can send them frequent reminders. Repeated exposure will incite action.

    At the end of the day the success of early business experiments is a numbers game:

    • What is your sales goal?
    • What is your average sales value?
    • How many average buyers do you need to hit your sales goal?
    • What percentage of shoppers become buyers?
    • How many total shoppers do you therefore need to hit your desired number of buyers?
    • What strategies and tactics will you use to get shoppers?
    • How will you track and quantify the results of those strategies and tactics?
    • What activities support and enable those strategies and tactics?
    • What frequency or schedule do you need for those activities?

    Once you put those specific activities in a marketing calendar, the rest is just tedious follow-through. That’s what grows in the field dreams: tedious follow-through. Rather ironic, really.

    Build your audience first.

    Megan’s first Pineapple event was a success precisely because she ground through the many, many tasks and activities required to not be the victim of the Field of Dreams Fallacy.

    Build your audience first. Then, you touch your audience a hundred times leading up to launch. Then, on the big day, tell them to show up at the baseball diamond at the appointed time. When they do show up, it wasn’t magic. It was marketing.

    Megan trained the volunteers working the register to ask customers, “How did you find out about Pineapple?” The vast majority of people said “Instagram.”

    Before you can effectively market, you must build an audience. A megaphone will do you no good if no one is listening.

    Building your audience is tedious and boring. Especially because we live in a smoke-and-mirrors society where everyone gives you the edited version of the success story. To wake up and add another ten measly Instagram followers might be discouraging if you weren’t convinced that there are no shortcuts. There are no shortcuts.

    Let me encourage you to do your math. Break down the numbers you need into small increments and right-sized daily goals. 100 or 365 days will go by faster than you think, and by the end of that marathon, when you have an audience all your own, you’ll think, “That was harder than I thought. Why did I wait so long to get started?!”

    Start building your audience today.

    Want Megan Church’s Instagram strategy ?

    Thankfully, Megan agreed to share parts of her Instagram strategy. We typed it out and made it all pretty. And added glitter.

    Enter your name and email address below, and we’ll send you the download link for the PDF.

      December 11, 2018Comments are off for this post.

      Schedule Margin & Solve Your Dwayne Johnson Problems

      Under ideal circumstances you will know what to do next in your business. How often will you find yourself in ideal circumstances? Not often. Perhaps never. 

      A regular practice of reflection and planning, particularly with old-fashioned pen and paper, can work wonders in less-than-ideal circumstances. 

      Founders, owners, and CEOs can create space where you dredge up all of your uncertainty and air it out. Before long, the shape of specific problems and opportunities will emerge through the fog. As you cogitate and fill in more details, your clarity will expand. With clarity comes confidence, and with confidence comes decisive action.

      Most leaders I know don’t have an indecision problem. They struggle with scheduling margin, which, in turn, brings clarity, confidence, and action. Margin spurs effective action.

      You can’t be truly strategic while you’re fighting fires. It’s hard to think of the future at all. 

      By scheduling margin, however, you create more open doors through which breakthroughs can come. You gain perspective on the fires, or problems, plaguing your business and know them by their size.

      Three Sizes of Problems

      Every business has baby problems, teenager problems, and Dwayne Johnson problems. Most problems aren’t Dwayne Johnson problems ready to tear your business limb from limb. Some problems even resolve on their own. You can ignore them until they go away.

      How do you differentiate between a mewling baby who must learn to self-soothe and Dwayne Johnson with a chainsaw and a vendetta?

      For example, how should my team at Balernum respond when a client doesn’t like the first round of logo concepts? Here’s one option:

      “Oh no! Hair on fire! Let’s running screaming off a cliff!”

      For a client to not like something Balernum creates is certainly inconvenient, discouraging even. Yet, we have an incredible track record of making our clients happy, and our clients’ loyalty has translated into a high lifetime value.

      So the “work” of effective action then becomes 1) do not freak out, 2) do not mistake a baby for Dwayne Johnson, and 3) do give the baby problem appropriate attention at the appropriate time. 

      If we were to fall prey to dark portents of how a client being unhappy might just be the beginning of the end, then we would waste creativity and energy.

      Time spent working ourselves into a funk cannot also be spent giving the baby a bottle. (Is it me or are these analogies getting weird?)

      Escape tactical hell by scheduling margin.

      You’ve heard the phrase, “the tyranny of the urgent.” You might have even encountered some of Robert Greene’s writing on tactical hell and how you, as a leader, need to get out of it, to move from reactive to proactive.

      The real opportunity I see for Balernum’s clients, and really for all founders, executives, and CEOs, is to schedule margin, to sort problems according their size, and to return to a growth mindset.

      In the past my fixed or scarcity mindset has warped my vision. Baby problems became Dwayne Johnson. Running my business felt like battling an army of giants.

      I’m a passionate person by nature, but by learning to be more dispassionate during moments of conflict and disappointment, I have avoided overreacting.

      I have avoided turning babies into Dwayne Johnsons by speaking or acting too soon. I have spent less time stewing on perceived slights, threats, and unfairnesses and more time finishing truly important tasks, projects, and ideas. (We must sometimes let babies cry themselves to sleep.) I have also begun to notice more trends like these: 

      1. A fixed or scarcity mindset is the true saboteur, not any particular customer, problem, or circumstance.
      2. A growth mindset benefits our client, our competitors, our contractors, our families, and our communities. 
      3. Real Dwayne Johnson problems usually don’t spring into existence overnight. They hide in plain view for months. Torturous workout routines give them terrific biceps. To notice them before they blindside you, you must schedule margin.
      4. Many of our clients don’t schedule margin, but they will pay us to schedule it for them.

      You can pay us to schedule your margin.

      The way we do it is pretty simple. (Honestly, you could do it yourself on your front porch with a pen and journal and the right set of questions.) 

      We use a process called Wayfinding to help our clients get clarity, set direction, and define next steps. You bring us your problems and opportunities. You pay us to push around your appointments until we’ve created 90 minutes of margin. We peel layers off the onion. We help you get your hands on the real problem or opportunity. Then, we work side-by-side to sort your problems and develop the right sequence of action steps.

      We deliver the complete written Wayfinding Report (or, map) that you can implement with or without our help. Our Wayfinding clients’ problems and their desired outcomes have varied widely. 

      Here are some examples of past Wayfinding Sessions:

      • A media production company needed help outlining the minimum marketable feature set for photo editing app. Without that project brief they had no way to get accurate quotes from dev shops.
      • A registered investment advisor was worried about overspending on a website redesign project. He needed help articulating his firm’s real needs and defining the project’s scope.
      • An IP attorney wanted more clients. He eventually realized that his branding and positioning missed the mark. We fixed that.
      • A serial entrepreneur developed his personal brand and story and started publishing more content to position himself as a thought leader and generate more high-value client leads.
      • A higher ed consultant wanted more speaking gigs, but she didn’t know where to start. 
      • A veteran technologist wanted to use LinkedIn to build awareness for his coding bootcamps.
      • An iOS development agency wanted better clients with bigger budgets. We developed the plan for a website redesign, blog, internal process documents, and lead magnet.

      One Wayfinding client had this to say about his experience:

      “I came to you thinking that I needed to send out an email every week and write some great blog posts. In reality I didn’t know what I needed, I just needed change. Over the last few months I have uncovered that problem and exposed it to not only myself but also to my business partner and some of the managers I work with. Meeting with you opened my eyes to fact that I don’t have a huge problem connecting to clients. I have a problem with the way we run our business. We are in the process of fixing this. I may get to the point one day that I can send out a post every week, just not today.”

      I encourage you to schedule margin Adopt a habit of reflection and planning at least once a week.

      Ask yourself open-ended questions like these: 

      • “What is working well?” 
      • “What isn’t working well?” 
      • “What is most important right now?” 
      • “What seems important but really isn’t?”
      • “Am I using my time effectively? Am I playing to my strengths?”

      Margin spurs effective action. Once you have clarity, you can stare down the latest Dwayne Johnson, cock your head to once side, and decide, “Naw. You’re just a baby. Put yourself to sleep.”

      My sincere hope is that you'll open your calendar right now, pick a specific time on a specific day, and schedule your margin.

      My Shameless Pitch for Wayfinding

      Will you do it? Will you schedule margin? If the honest angel on your left shoulder is whispering, “Probably not,” then pay Balernum to do it for you.

      We’d love to send you away with clarity and a clear plan of attack.

      Fill out this short questionnaire, and Austin or Chris will reach out within 24 hours (weekends excluded; we’ve got real babies who need us, ya’ll.)

      December 4, 2018Comments are off for this post.

      Is no one reading your blog posts? Here are 16 steps to your best blog post ever…

      Marketing legend Gary Halbert was fond of asking his students this question:

      "If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?"

      He’d let each group of students ponder the question and marinate in the supposed brilliance of their answers before he dropped his bombshell:

      “The only advantage I want is... a starving crowd!"

      Then, he would share an observation that thousands of aspiring founders, executives, and product creators should commit to memory:

      “The most profitable habit you can cultivate is the habit of constantly being on the lookout for groups of people (markets) who have demonstrated that they are starving (or, at least hungry) for some particular product or service.”

      Forget your nifty app idea and cute guide to making sourdough bread blindfolded underwater.

      Look for painful problems. Look for hunger.

      I once had a nifty app idea.

      I stumbled bass ackwards into my first product that people bought. It was a stupid photo booth iPhone app called Mustache Bash.

      It could… drumroll… put mustaches on photos.

      In its first year the app made about $8,000 in the App Store, which sounds okay until you consider that I spent $4,200 to develop the first version. Once you account for the money I invested and the time spent on everything from research to marketing, the app probably lost me money.

      The real breakthrough came a year later over sushi.

      My friend Ryan told me about his dream the night before. In it, I had turned the Mustache Bash source code into a product and had begun licensing it to other iOS developers.


      I actually took Ryan’s advice and paid my iOS programmer to create a step-by-step tutorial for reskinning the Mustache Bash code. Then, I reached out to another friend, Carter, who agreed to promote the Mustache Bash product to his email list of app developers.

      He sent two or three promotions over a weekend and generated $20,000 in sales.

      Holy. Crap.

      An inbox full of PayPal transaction emails is habit-forming.

      That experience demonstrated for me the power of Gary Halbert’s advice about hungry crowds. Find a hungry crowd—that is, a large number of potential customers with a painful problem and money in their pockets—and create a product for them.

      I’d done that accidentally. Could I reproduce that experience? What if I didn’t have access to a list like Carter’s?

      Enter Sales Safari.

      After I stumbled across an early demo of Amy Hoy’s Sales Safari process, I was able to connect the dots between Halbert’s starving crowds and my own desire to create more products.

      No more going with my gut! No more blind optimism: “I sure hope that my next product magically pops off like that Mustache Bash code template!”

      (Shout out to Amy Hoy and Alex Hillman for sharing this repeatable process!)

      Most people want to dive headfirst into product development without verifying that they’re in the right pool. I have learned this the hard way, which is spending many hours creating products people didn’t buy.

      These days, I don’t work on a new product until I have 1) found a hungry crowd, and 2) pinpoint that crowd’s most painful problems.

      A number of smaller problems typically choke the path to the bigger, hairier problem, so you make it your business to identify those smaller problems and give them the machete treatment. You teach to elevate. You solve to sell.

      Once you have gained people’s trust by solving smaller problems, you can sell your remedy to their bigger problems. Not only are you building an audience—that is, increasing your leverage—along the way, but you are also removing friction from the buying process.

      I’ve been growing my audience over the last several years by serving them. And how have I been serving them? By writing really long, comprehensive blog posts that address their problems.

      You too can stack the deck in your favor by figuring out what topics are already hot and trending. You can poke around online, pick up clues, and write your version of an authoritative post on a given topic that is relevant to your target audience and product roadmap.

      Let me show you exactly how I do that.

      16 Steps To Writing Your Blog Posts That Help Your Audience

      Step 1 – Create a new Google doc for your notes.

      I will give my doc a title like “Freelance Writer Product Research” that I can start filling up with notes from my research. I usually keep track of all of my sources and organize and edit my notes as I go.

      This doc is, after all, the vault where you will store your newfound wealth of market insights. Make your life a little more pleasant by adding section headers for topics and pain points as you identify them.

      Step 2 – Find niche forums and Facebook groups.

      One weekend, I spent hours combing through forums and Facebook groups devoted to my audience: freelance writers.

      The easiest way to find such “water holes” is with Google searches. Duh.

      You can find Facebook groups the same way. Double duh.

      Step 3 – Compile a list of common problems.

      Eventually, you will begin to see the same questions and problems appear over and over again.

      Forums, Quora, Facebook groups, comments on Amazon book pages—it turns out that most people have the same problems and complaints.

      You will DEFINITELY want to copy and paste the links to discussions and forum posts as you find them. You also want to capture comments and the content itself. Capture the other people’s responses too: the advice they give and links they share.

      If you’re anything like me, you will add your own commentary and notes as you go, but be sure to preserve the pain point or complain in the person’s original wording. The best messaging for a premium paid product or even a free educational blog post comes straight from the horse’s mouth.

      In my experience the language that people use to describe their own problems, while they’re still in the middle of them, is simpler and more visceral than the copy that we product creators write. Talk about striking gold!

      When you stumble across the perfect turn of phrase or analogy, don’t translate it. Poach it.  

      For example, aspiring freelance writers post questions about getting started in forums:

      how to get started with freelance writing

      However, different people frame that question in different ways:

        • “How to get started with…”
        • “How to break into…”
        • “Looking to get into…”
        • “Extremely new to…”
      • “Getting my freelancing career off the ground…”

      Gold, people. This is gold.

      You can use this stuff verbatim later in your sales copy, in your blog posts and their titles, in your emails and their subject lines, and in your Facebook posts and tweets.

      You can also glean a couple of crucial insights from this process:

        • Despite the dozens, if not hundreds, of posts, most people in your audience share the same core issues or challenges. We’re talking 10-12 main problems, not 100.
      • Several groups comprise your target audience. For example, I have noticed a certain progression among freelancer writers who subscribe to my blog and buy my products:
          • Seekers – Dissatisfaction with a 9-to-5 job leads to a side hustle. Overlap by Sean McCabe caters to this group.
          • Hustlers – That side hustle (or another one) blossoms into full-time freelancing. Chris Guillebeau’s The $100 Startup has solid advice for people ready to go all-in.
          • Lifestylers – Once freelancing income eclipses 9-to-5 earnings, a new goal takes shape: using surplus funds to make lifestyle upgrades (or downgrades). The 4-Hour Workweek and my free Earn What You’re Worth course explore the concept of using your business to bankroll your desired lifestyle.
          • Diversifiers – A growing dissatisfaction with selling time for money sparks an interest in passive or residual streams of revenue, including products. Those folks invest in the 30x500 Academy, find a coach, or hire a launch agency like Balernum.

      The point is, different subsets of your audience will want and need different knowledge, training, and tools from you. I could sell a “Make Your First $1000 As a Freelance Writer” course to one subset and “The Perfect Freelance Writer Contract” to another subset.

      In fact, I’d be wise to create a complete value ladder, a la Russell Brunson.

      Step 4 – Pick a topic to write about.

      Obviously, you have to parlay all this research into original, high-quality content that you can use to gain trust and leverage.

      You’ll know you’ve honored the research phase if your eyes are starting to cross and the thought of finding yet another forum and reading another 100 posts makes your stomach churn.

      Good. You’re now ready to turn some of that research gold into social currency.

      You have pasted people’s questions, posts, and comments along the way. You have also captured the responses of people trying to help. This raw content you can rewrite and reorganize. It will become the core of your blog post, and that blog post will become a cornerstone of your business and blog.

      At this point, you may have noticed a pattern in my own research. I will pick a single overarching topic and then compile a collection of specific fixes.

      My cornerstone posts aren’t cotton candy posts with no real substance. I go beyond recommendations and give homework—that is, detailed, step-by-step instructions for what freelance writers should think about and do.

      By all means, do what works. Listicles work. Publish some listicles. How-to and tips posts work. Do some of them. But be sure to sprinkle in some main courses with those link-bait-y appetizers.

      Write the cornerstone posts that deliver the smart, actionable advice and the real training that you desperately needed when you were less experienced.

      Be Luke’s Yoda.

      Step 5 – Create a new doc for your blog post.

      This short video shows what my proto-blog posts look like once I have finished initial research and pasted in the raw content...

      Step 6 – Use BuzzSumo to find several good title options.

      The title is the hook required to get people to read your really helpful content. BuzzSumo will show you relevant headlines based on the keywords for which you search, as well as the total number of social shares for each one.

      using BuzzSumo to find title ideas

      You can use that data to make an educated guess: “Alright… here are some headlines that work. Let me see if I can write a more advanced blog post on that same topic.”

      If listicle blog posts are doing well, then you can create a longer, more comprehensive one. Or if tutorials or really deep how-to guides get the most shares, then choose that format.

      Either way, you’re striving for deeper, more detailed, more thorough, more advanced.

      And for the love of all that is sparkly, have some fun. Give yourself permission to mix it up. Meanwhile, keep an eye on engagement. Trial-and-error will be your teacher. Do your screenshot- or video-heavy posts get more shares and comments?

      Double down on what works. Ditch your duds. The beauty of the internet is that it is non-permanent. Your popular posts will eventually bury your failed experiments.

      As for the titles, copy and paste the best options at the top of your new doc, along with the links to “competitor” blog posts. You can always update the title later to see if a new one gets more traction for the post.

      Step 7 – Use,, and Quora to fill in gaps.

      You may have the core idea—e.g., “how to set up a freelance writer website”—but you may not have captured all the best angles and sub-topics

      Ubersuggest, AnswerthePublic, and Quora will help you figure out other sections to include in your blog post.

      Ubersuggest ideas for freelance writer website

      For example, when I ran a search for “freelance writer website,” returned 19 associated keywords.

      Not all of them are relevant. My post definitely wouldn’t address implied topics like “freelance grant writer website” or “website content writer freelance india.”

      BUT… a quick search does reveal some topics I might not have thought to include:

        • Examples of best freelance writer websites
        • What content should go on your freelance writer website?
        • What should you put in your portfolio?
        • Can you use a template or should your website be custom?
      • Is WordPress the best platform for freelance writer websites?

      In other words, I use the three websites mentioned above to make my posts more comprehensive and complete and thus more helpful to my readers. Finding and scanning “competitor” blog posts can serve a similar function.

      The goal here is to develop a Table of Contents for your blog post. If you touch on all of these areas and give solid advice, then you will have done a major service to your target audience.

      Step 8 – Write your Introduction.

      At this point you may have a sprawling mess of unedited content and ideas. You’ve got to get people into the topic somehow, and you’d be wise to do that quickly.

      Your intro should grab attention, hook your readers, and make them hungry for definitive answers (finally!) to the questions that have plagued them.

      I like to share a story, stir up emotion, and show my readers that I get them.

      For example, after some humor and build-up, the intro to my blog post about freelance writer websites gets to the thesis: “I believe 100% that an attractive, effective website is a crucial component in a sustainable sales pipeline. Without one, you’ll miss out on good opportunities.”

      Your thesis is your blog post’s organizing principle. You will revisit your thesis throughout, and the various sections will support and enrich it. Finding your thesis first will save editing time later.

      But if you’re anything like me, you sometimes need to write to figure out what you think. Your thesis may not appear until you’ve written 300-400 words.

      Regardless, the purpose of the intro is to pique your reader’s curiosity and tell them what they’re going to learn. You bring the problem to the forefront and give some assurance that you will help your readers solve it.

      Step 9 – Write the rest of your blog post.

      Now the real work begins. Start writing. Producing raw content can be hard work. Here are some tips for keeping your writing process on the rails:

        • Write in the morning.
        • Write at the same time each morning.
        • Write for only fifteen minutes at a time.
        • Write in the same place.
        • Listen to the same music.
        • Use the same writing app.
        • Strive for honesty, not originality.
        • Write from your heart, not to sound smart.
        • Have some friggin’ fun already.

      If you get into the flow and write 2,000 words in one sitting, good for you. If not, well, you still walk away from that 15-minute writing session satisfied: “Good. I chipped away at an important blog post today.”

      Step 10 – Link out to and disagree with other experts.

      I found tons of blog posts on the subject of setting up a freelance writer website. Other bloggers have obviously done their homework too.

      One freelance writer with a large following on Pinterest wrote about how you absolutely, positively must put your call-to-action above the fold.

      This seems like good advice. I agree that using a single call-to-action on your Home page is smart. But I decided to do a bit more research about the best placement of that call-to-action. Sure enough, I learned that the importance of “above the fold” is greatly exaggerated.

      What really matters is writing strong copy that makes people want to take action.

      You too will find people giving bad advice or touting hard-and-fast rules or best practices that aren’t fundamentally sound. Perfect! They have create an expertise vacuum that you can fill with well-reasoned recommendations and solid research.

      For me, writing an authoritative blog post about how to create a freelance writer website started to feel less like an exercise in audience-building and more like a professional obligation.

      Step 11 – Write the conclusion.

      Some people recommend writing the introduction and conclusion at the same time, but I prefer to wait. Often, while I’m producing the meat of the blog post, my thesis will evolve. I’ll need to go back to the introduction and adjust it.

      By the time I write my conclusion, I have drawn a circle around the blog post’s main idea, and I can get it right the first time.

      Whatever the case may be, a conclusion has two pretty simple jobs: 1) to tell people what you’ve just told them, and 2) to tell them what you want them to do next.

      I almost always end with a call-to-action:

        • Subscribe to my blog.
        • Give me your email address and get this free content upgrade.
        • Read the next post in this series.
      • Wire $15,000 to my account in the Caymans. (Just kiddinnng.)

      Step 12 – Add some images.

      I use Creative Commons and Unsplash to source free, royalty-free, license free, commercial usage images. I made a quick tutorial video you can check out here.

      Step 13 – Find 2-3 good keyword options.

      I’m glad that I took the time to do some “light” keyword research and that I paid an SEO specialist to send me the best keyword options for my 10-12 cornerstone blog posts.

      He pays for the best keyword research tools. He spends his days (probably nights too) staying up to date with Google’s latest changes to their algorithms and best practices. He frees me up to play to my strengths. I need to target good keywords in my blog posts, but I don’t need to be the one doing the research.

      If you don’t already have a go-to SEO specialist, you can use this video to find one on with mostly 5 star reviews.

      DISCLAIMER: SEO can be a huge distraction, not to mention an adventure in missing the point. Plenty of people are meticulous about this stuff yet only write a post every once in awhile. They never see results. Don’t shoot yourself in the foot with SEO. You must prioritize primary activities (e.g. publishing your way into people’s trust) over secondary activities (e.g., optimizing blog posts). If I had it to do all over again, I would ignore SEO until I had 10-12 cornerstone blog posts and a complete marketing funnel in place. SEO is the furniture polish.

      Step 14 – Optimize your post for your keyword.

      The Yoast SEO plugin for WordPress simplifies this process for me, and this start-to-finish guide from will get you up to speed (if you use WordPress).

      Otherwise, do a google search for “optimize blog post [name of your CMS here].”

      If I were you, I’d take a little bit of time to create an SEO-related checklist similar to this one from Hubspot. That way, you don’t have to remember all the to-dos from post to post.

      DISCLAIMER: Do not, I repeat do not, shoehorn keywords into your blog post. If the fit isn’t natural, ditch the keyword. Otherwise, your post will read like a how-to manual vomited by a robot. Confusing your readers with weird word choice and awkward sentence structure—to better accommodate keywords—won’t win their trust. Besides, Google actually penalizes keyword stuffing now. When in doubt, make your content easy to read and ignore keywords.

      Step 15 – Publish your imperfect post.

      I am a professional writer. What I mean by that is that I have a BA in English, an MA in Creative Writing, and a decade of experience writing for clients.

      And I have never published a perfect post. Most of my posts have some noticeable blemish: a grammatical error, scrambled verb tenses, a typo, a rough transition, or even a fuzzy thesis.

      But you know what?

      I push them out into the world with regularity. For nearly two years now, I have averaged at least one blog post a week. I’ve got over 260 posts on Medium and many more in my queue. I wrote 120 blog posts in 2017 alone.

      I have made writing my life, and yet I still embarrass myself daily by making obvious mistakes in the public forum. Legions of trolls can salivate over my ineptitude! Captains of smugness can send their emails and leave their comments.

      I can thank them for their time and rest secure in the knowledge that Consistency. Trumps. All. Things. Trolls are confirmation of your courage. History will forget them.

      So don’t let perfectionism rob of the real treasure: consistency. Perfectionism is paralysis.

      Get your post to a “good enough” state. Then, publish it. Then, promote the [scatalogical reference] out of it!

      That’s what matters. That’s what will really move the needle for you. Perfect performances never made a single career.

      Here are three cornerstone blog posts that I have published as a result of my research:

      I still find warts and imperfections in those. Even so, my efforts are paying off. My freelance writer website post still ranks #1 on Google from time to time.

      Step 16 – Offer a content upgrade at the end of your post.

      Checklists, questionnaires, cheatsheets, and templates convert the best for me.

      Focus on something that you can create in 30 minutes or less; something that answers what Amy Porterfield calls the “Golden Question”:

      “What does your ideal customer need to know, understand, be aware of, or believe?”

      You’ve just created a ton of value for people with your deep cornerstone blog post. What else can you offer, in exchange for a reader’s email address, that will help them implement what they have just learned, only more quickly?

      Share that advice too in the form of a content upgrade. Add the opt-in form at the end of your post. I use ConvertKit for this.

      Here is the content upgrade call-to-action at the end of the freelance writer websites post:

      Step 17 – Promote your blog post.

      Your beautiful, helpful new blog post is a palace in the woods until you actually drive some traffic to it. Content marketing is a BIG TOPIC, and how to drive traffic to your website is an even bigger one. Read Neil Patel’s “The Uncensored Guide to Promoting a Blog Post,” take notes, and pick two traffic-generation strategies.

      Experiment with them for three blog posts. If they work, continue. If they don’t work, pick new strategies and experiment with those. Keep experimenting until you find strategies that work for you.

      Also, you’d be wise to take some advice from my friend Nathan Barry and spend at least 50% of your time promoting your content. That’s right: How long you spent on writing is at least how long you should spend promoting that post.

      In Closing

      What has surprised me about my strategic blogging is how basic many of the problems and questions are. Without doing research first, I would never have thought to write a really deep post about a freelance writer website because all of those questions haven't been on my radar FOR TEN YEARS.

      It's easy to forget what it's like to not know what you know now.

      That’s why a product and content marketing research is a must. Deep research reconnects you to the minds and hearts of your target audience. You can catch your would-be customers in moments of transparency and vulnerability. You can then earn their trust by solving painful problems.

      What that has looked like for me is writing long, deep, authoritative blog posts for each one of the 10-12 topics around which MOST forum posts and Facebook comments orbit.

      I am a writer, so teaching what I know through blogging is a natural fit for me. You can also put out YouTube videos or start a podcast. Regardless, I hope you will first cultivate Gary Halbert’s one advantage and gather definitive proof of a starving crowd.

      Feed them, earn their trust, and then you can sell products and services.

      Do you want a free checklist to use for your next blog post?

      I distilled this 4,000-word post down to a free checklist that you can keep beside you when you’re working on your next post.

      Put in your name and email address below, and we’ll email you the download link.


      November 27, 2018Comments are off for this post.

      A Tale of Two Customer Journeys (plus our free workbook)

      Let’s kick off this post about transforming your customer journey with a short rant. (Don’t worry… we’ll end with hugs and kittens.)

      I’ll never forget the phone call I had with a customer service rep at my former bank. I had transferred money from my business account to my personal the night before, so I was surprised to receive a notification about an overdraft fee the next morning.

      “Why do checks post before a transfer between two accounts?” I asked. “That makes no sense. The money is already in your system.”

      “There have to be rules, sir,” she replied.

      From there, our conversation devolved into the customer service equivalent of plucking nose hairs. The rep capped it off by saying, “It was a pleasure speaking with you today.”

      “No, it wasn’t!” I exclaimed. “You didn’t enjoy this conversation any more than I did. The least you can do is set aside your script and talk to me like a human being.”

      I’m not sure my response was best. However, I don’t think I’m alone in disliking the forced smile, sunshine-and-rainbows garbage that a lot of companies feed their customers.

      As a customer, what do I really want? I want you to give me the benefit of the doubt. Please show empathy and compassion. Attempt to understand my perspective. I’m not being crazy or unreasonable.

      Rant over.

      Then, there’s Safelite AutoGlass.

      Hopefully, you have also had a delightful customer experience similar to mine with Safelite AutoGlass:

      • Booking online was easy, and the UI was clean.
      • With a sequence of questions about the crack in my windshield and about my specific vehicle, the app pinpointed the specific windshield on my truck. That gave me more confidence in the outcome.
      • At around $200 for parts, labor, and tax, the price was better than expected.
      • When keeping my original appointment became too difficult with my travel schedule, I was able to reschedule my appointment on my phone for free in five minutes.
      • The technician showed up at the appointed time and repaired my windshield in our driveway.
      • He was polite to my wife and children.
      • He cleaned up after himself.
      • He finished quickly and left documentation, which outlined Safelite’s nationwide lifetime guarantee.

      My experience with Safelite was satisfying, delightful even. I didn’t have to take time out of my work day to drop off my car or pay to Uber back to my office.

      In the months since, I have recommended Safelite wholeheartedly. I see a cracked windshield, and I say, “You know Safelite can replace that for $200, right? They’ll even come to your house.”

      I have become the brand ambassador. Why?

      Safelite gave me more than I paid for. The overall value of the experience far exceeded the price. (Can your customers say that about your company?)

      Your What vs. Their Why

      “Value” is a slippery concept. How you think you deliver value may differ from how your customers understand, receive, or experience value.

      “Balernum is a branding and marketing agency,” I might tell a CEO I just met. “We’ll help you rebrand your company and launch your new product.”

      If he shows some interest and if I’m not careful, I’ll start describing our proven processes and talented team and unwavering commitment to excellence and neat haircuts.

      While I’m blathering on about our competence and expertise, he’s thinking:

      “We’ve got a trade show coming up and we’ve got no booth and our messaging just isn’t clicking with people and we really need to get traction and I’m freaking out and my Kindergartner has strep throat and how do you know what to focus on when everything seems important and it all needed to be done yesterday?”

      Instead of talking, I could have been listening. I might have asked him about the outcome he’s after. Though what Balernum sells may not vary much, why clients buy certainly does. Our clients will tell us exactly how to sell to them.

      Their Why should determine how we talk about our what.

      Designing Customer Experience Around Transformation

      If you can find out why your customers want to buy, then you can repackage what you sell in their language. You can deliver the medicine as a honey-flavored lozenge instead of an ointment.

      To put it a different way, you can design a customer journey around their pain points and the transformation they’re after.

      We have used this question from Michael Gerber’s The E-Myth Revisited to help us rethink Balernum’s customer journey:

      “So what could your [Business Franchise] Prototype do that would not only provide consistent value to your customers, employees, suppliers, and leaders but would provide it beyond their wildest expectations?”

      Take a moment to ponder… How can you deliver “consistent value to your customers” “beyond their wildest expectations”?

      (Word to the wise: Your answer should not include saying to a long-time customer, “There have to be rules, sir.”)

      Delightful customer experiences don’t happen by accident.

      If you committed to loving your customers, how would your thoughts, words, and actions change? What vision do you have for seeing these people prosper?

      I’m not trying to get woo woo on you but trying to prove a point.

      We fail to learn from our customers because we tend to think of them as adversaries, not friends. We try to extract maximum value with minimum effort.

      Yet, we have the opportunity to reframe our customer journeys with love and generosity.

      • Do you love your customers?
      • Are you truly serving them?
      • How can you show them more respect?
      • How can you make them feel special?
      • How can you add more meaning and richness to their lives?

      At Balernum we ask questions like these all the time. We’re obsessed with improvement, yes, but we want more than anything to do work that matters.

      We know we have significance simply because we’re human beings. Beyond that, while we’re here on this earth, we want to invest our time, creativity, and passion in helping other people exercise their bravery and transform their lives and businesses.

      Get Balernum's Customer Journey Workbook.

      Speaking of, our customer journey workbook will help you think critically about your own customer journey. You can use it to reveal areas where improvement will translate into happier customers and bigger profit margins.

      Oh, and more hugs and kittens. Why not design a customer journey that where the value far exceeds the price your customers pay?

      Put in your name and email address below, and we’ll email you the download link.

        November 12, 2018Comments are off for this post.

        Why We Insist on Alignment Meetings (and Why Clients Should Too)

        Imagine that you are a clown wearing giant floppy shoes and a wig like a cotton candy explosion. Then, imagine you show up to a kid’s birthday party while feeling very uncomfortable because you personally hate clowns.

        The mom shows you to the backyard where you run through a routine of tricks. The kids yawn. Time creeps past, and the party limps across the finish line. The mom writes you a check... reluctantly. You can tells she’s disappointed, and you really can’t blame her.

        You only said yes as a favor to a friend. If the mom had asked your advice on how to throw her kid an epic birthday soiree, then you would have steered her a different direction. Go karts. Old-fashioned arcade. Laser tag. Even build-a-bear would have been better than clowns.

        You thank the mom, you awkwardly shake hands with the birthday boy, and you shuffle out to the car.

        You did what you said you would do, down to the last jot and tittle, and yet Timmy looked so disappointed. The poor kid was on the verge of tears. Did no one ask him what he wanted to do for his party?

        Clowns? Does anyone really like clowns? The debacle could have been avoided.

        More discovery. Better questions. No clowns.

        I’ve been that clown numerous times. Not a real clown, mind you, but the guy on the tail end of a unsatisfying gig who did everything he was hired to do and more and yet knew that the project had missed the mark.

        It’s been very rare when Balernum simply couldn’t deliver what we had promised on time and on budget. The “failures” usually come from failing to do enough diagnostic and discovery work on the front end. Before we dove into HTML and pixels, messaging and mockups, we should have asked better questions.

        Underneath a request is a desire. Underneath the desire hides the real need. Underneath the need glints a goal: the real thing, the tantalizing vision of a better future that the president, marketing director, or business owner treasures.

        Even if most folks have some cognizance of the treasured goal, they usually don’t lead with that vision of a better future. Instead, they show up with a request in hand. Once they’re satisfied that we can meet the request for an acceptable price, they ask to get started yesterday.

        The delicious delirium of new prospects, new projects, new money in the bank, causes us creatives to forget ourselves. We hop to and salute, “Sir, yessir!” We don our clown wigs, and we’re off to the races.

        A flurry of emails, phone calls, and meetings leads to a scope, which leads to a price, which leads to agreements and deposit invoices, which leads to the work itself, which leads to dotting every i and crossing every t in the agreement and the client still feeling vaguely disappointed when the dope new website doesn’t magically generate 10x business growth without any traffic whatsoever.

        Now, we know better. We have Alignment Meetings.

        We slow down the conversation, which forces everyone to dismount from their steeds of urgency, and really think, THINK (yes, I’m shouting THINK at you now) about what a new identity, website, or marketing campaign is really supposed to accomplish.

        Sometimes, the client already knows, which is okay. We still haven’t wasted our time. The Alignment Meeting gave our team and chance to catch the vision and understand the strategy.
        More often, however, the Alignment Meeting unearths the real project:

        New Client: “Do you all do websites? We need a new website.”

        Balernum Team: “Yes, we build websites. Why do you want a new website?”

        Them: “Well, our good friend, who is a graphic designer, told us that our website looked dated.”

        Us: “So you’d like a new website that looks fresh and relevant. If you had that, what would happen?”

        Them: “Well, we’ve never really gotten business through our website, and we’d like to get leads online.”

        Us: “Are you proactively driving traffic to your website?”

        Them: “No.”

        Us: “What is Google Analytics telling you about the behavior of visitors you do get?”

        Them: “We’d have to check. It’s been a while since we looked at Google Analytics.”

        Us: “Okay. So what you’d really like to see happen is business growth?”

        Them: “Well, yeah.” (This is typically said with a quizzical look that really means, “Duh. Shouldn’t that be obvious?”)

        Us: “And you want your website to be the engine for that growth?”

        Them: “That would be ideal, yes.”

        Us: “Where has your growth come from historically? How did you get your last ten customers?”

        The conversation progresses from there, and what we usually discover is that other, more reliable growth strategies and tactics may generate new leads faster and more cheaply than a big, beautiful new website.

        We may learn, for example, that most of Acme Corporation’s growth comes through referrals, and though referrals certainly aren’t scalable the way PPC is scalable, Acme’s owners could roll out a referral program.

        Right now, they don’t follow up often with old customers, ask for referrals, or really ever say thank you. But they could express gratitude more often, they could take their best referral partners out to dinner to express their gratitude, and they could straight up ask for referrals (with sophistication and with tact, of course) at regular intervals.

        Wouldn’t doubling down on the most *reliable* way of growing the business be a higher priority than redesigning new website (which is also a good, but unproven, idea).

        Get everyone focused on the wisest use of time and budget.

        I don’t mean to imply that our clients never have a crystal-clear line of sight on their goals and immediate objectives. Sometimes they do, and they don’t need us to be the Oracle. They simply need us to be Hercules and help them push the boulder up and over the hill.

        More often than not, however, during the Alignment Meeting, as we dig down through requests and desires, we turn up unarticulated needs.

        Every such conversation comes with the uncomfortable realization that we were this close to throwing irreplaceable time and thousands of dollars at the wrong problem or opportunity!”

        And Balernum was this close to letting the client down at the end of the project because we didn’t insist on asking seemingly stupid questions at the beginning of the project.

        The symptom usually isn’t the root cause. The thing you think will help grow your business often conceals the most valuable opportunity.

        • Maybe you don’t need a new website. Maybe you need to ask for referrals.
        • Maybe you don’t need referrals. Maybe you need a new website.
        • Maybe you don’t need a new website. Maybe you need better messaging.
        • Maybe you don’t need better social posts. Maybe you need to formalize your brand.

        The Alignment Meeting creates space to find alignment, yes, but it also gives us an opportunity to chip away at easy answers or obvious solutions, to exercise our discernment, and to get everyone focused on the wisest use of your budget and our time.

        No one has to be the clown.

        The goal of the Alignment Meeting is, therefore, to dig for the most significant branding, marketing, or business problem. It’s okay if we end up right back where we started and commit to pushing the original boulder. Everyone will have that much more confidence in the plan.

        Yet, more often than not, we see a sparkle, and realize that you may already be sitting on top of a treasure trove of opportunities to double down.

        Either way, no one has to be the clown. And Timmy—aka, your audience—has a very happy birthday indeed.

        Steal our questions.

        Even if you don’t hire us, we hope you’ll make a regular habit of Alignment Meetings. You can even steal our questions. Plug in your name and email address below, and we’ll send over the download link for the PDF.