Cancer Sucks Update #10

Recovery is one hell of a road.

One I’d be fine having left untraveled, but that’s not really an option…


I’ve said before, in an earlier post, how long it’d been since I’d last written. Well, that has nothing on this post. It’s been around five months or so since I’ve updated, but believe me, we’ve all kept busy since the last I’ve shared. Now, since I had a quick trip to the ER this past weekend, I thought it might be a good time to get all caught up.

I’d really love to sit here and type out pretty descriptions of rainbows and unicorns filled with hope and laughter, telling everyone how strong I’ve been through it all. But the truth is, this cancer experience has come close to breaking me. A few times. I don’t know how all of those cancer survivors do this. There are so many who are so much younger, so innocent, so tiny… and then others who are so much older, so weak, so small… and they battle through this chemo crap like caped heroes in the latest Avengers movie. 

I am not that caped hero. 

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Finding your Brand’s Voice

If you haven’t seen a Duluth Trading Company commercial, you’ve been missing out. Check out their channel on YouTube, we’ll wait.
For a company selling heavy-duty work clothes and gear, they have a unique voice. A rugged yet playful sense of humor fills their advertising, even when talking about serious products meant to get the job done. What can you learn from Duluth Trading Company? No, the answer isn’t adding cartoon men dancing in their underwear. You need to find your own personality and voice, and make that part of your brand. Don’t limit yourself by the product or service you sell. If someone can find a dozen stores that sell the same thing and they’re all alike, they’ll pick the one that’s most convenient. If there’s one that stands out and they can relate to it, they’ll go there. You can sell something silly and have a serious attitude, or sell something serious using humor.

 

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Solving Unknown Problems – A Look at OXO

As a business, you offer a product or service that solves a problem of your customers. What if your customers don’t know they have a problem that needs to be solved? That’s an area of marketing that can be tricky, but is very important to understand.

That’s what the founder of OXO had to contend with, he fixed problems that people didn’t know they had. Instead of following the way things had always been done, he was extremely innovative with his product and how he marketed it.

Sam Farber, founder of OXO, recognized a problem with the early design of vegetable peelers, they were small and made of uncomfortable metal pieces, causing trouble for his wife with arthritis. He designed a peeler with a larger handle, using a soft-but-firm rubber that was non-slip when wet. Not only was this easier for his wife and others with arthritis to use, this design would benefit virtually everyone.

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What is Inbound Marketing?

Most people are familiar with Outbound Marketing, where a company interrupts the audience with content they don’t want: TV and radio commercials, YouTube ads, pop-up ads, banner ads, etc. On the other side of the coin, Inbound Marketing provides valuable information and content to solve the problems of the audience and create connections. You can think of it as earning attention through Inbound Marketing, or buying attention through Outbound Marketing. The key is to deliver helpful solutions and have a positive impact on your audience and your business. It’s about more than just attracting customers, you also need to support and help them grow after you’ve made the sale.

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How can Complementary Businesses Help You?

Often times as a business owner, you mostly hear about your competitors and how to be a better business owner than them. This article relates to being the best business owner you can be, but with a different light being shed.

A complementary business can be thought of as the opposite of a competitor; they’re here to help build your brand and margin, while also building up their business. They are someone who offers a product or service that is relatable to your business. For example, if there’s a gym nearby, it would be beneficial to get into a complementary business selling protein shakes, exercise equipment, or a supplements.

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Key Performance Indicator (KPI)

KPIs are essential to track progress towards a goal, as long as you’re measuring the right things. The best way to improve something is by measuring it, making adjustments and measuring the results. To use your time effectively, you’ll want to make sure you’re measuring the right KPIs. There are many KPIs to consider, and although you’ll want to measure multiple KPIs (4 to 10 according to Hubspot), make sure to focus on the ones that matter for your business.

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