Chapter 5

Change Your Online Marketing

Standing to Deliver

In my office, I have a framed saying that author and marketing thought leader Seth Godin signed for me. Among other gems, it reminds me that “Oprah has left the building.”1 Seth blatantly tells us to get out of our own way and simply get out there by “picking yourself.” Do not wait to be chosen by television folks, interviewers, or the media. You’ve already thought through what makes you unique (and different enough), why they should choose you, and what kind of value proposition you bring to the table.

Now, how do you stand out online, in a connected land, where there are more blogs than people? (Yes, there are literally more blogs in the United States than the adult population of the ...

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