Author: Liz Pabon (Liz Pabon)

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why your Messages are never One-Sided
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why your Messages are never One-Sided

ATTN: If you own a business, you aren’t a marketer or a seller. Not really. You’re a conversationalist: you’re having an on-going conversation with your market, your prospects and your clients. And when you really think about it, at its core, that’s what marketing and advertising and selling is: conversation. It’s always been this way...

ON STANDING OUT & BEING NOTICEABLE…
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ON STANDING OUT & BEING NOTICEABLE…

My 1996 bangs were quickly turning into a frizzy paste of mousse and sweat. I hopped on an elevator carrying my bagged Boudin lunch when the executive big shot standing to my left turned towards me and said, “what do we do?” It was a thing. No one (no matter how high up you were)...

Why Hand Copying Old Ads is a Waste of Time
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Why Hand Copying Old Ads is a Waste of Time

There’s this one piece of copywriting advice that’s been floating around since before payphone’s became extinct. And it’s this… Take excellent copywriting from the greats and copy it, longhand. Saw an Ogilvy ad you thought was bananas good? Pull out the old legal pad and start writing it down, word by word. The reasoning is...

5 WAYS TO WRITE ABOUT ANY TOPIC
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5 WAYS TO WRITE ABOUT ANY TOPIC

Ever done this? You brainstorm a list of content topics to talk about, fire open a blank document and find yourself staring mindlessly at the screen – and later, rifling through to-go menus because, lunch. You’re not alone! Topics are great and everything but unless you know how to get into the topic, it collects...

3 MODERN MESSAGE FORMATS
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3 MODERN MESSAGE FORMATS

What make these formats modern is context: addressing the elephant in the room (looking at you Rona) without sounding like a marketing parrot or a money grubbing goon. Because like content, messages are all about angles: finding a way into a key point that’s creative while also being sensitive. Here are three universally good formats...

3 social copy SECRETS for bingeable content
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3 social copy SECRETS for bingeable content

Let’s get right to it…creating content makes you a writer. Maybe not the kind people hire to write web pages or ads or emails. But content. Maybe only your content. Maybe content for clients. And the writing of content is SUPER important. Even Social Media Examiner (who put on their finest survey duds and horn...

CREATIVES: conquer Content Planning
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CREATIVES: conquer Content Planning

I’ve helped a lot of coaches with their content. Life coaches, business coaches, get your life organized coaches, systematize your ish coaches, confidence coaches, image stylists (they’re coaches too), sales coaches, marketing coaches, nutrition coaches, speaking coaches and even coaches to coaches coaches. Can I tell you how many of them have said to me...

You wouldn’t take a vitamin for a migraine
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You wouldn’t take a vitamin for a migraine

Red pill or blue pill? Those were Neos choices. The chance to learn the truth or live in la la land bliss.  If you think about it, the Matrix was a movie about meaning (don’t worry, I’m not gonna go all Morpheus on you). It was about context. And marketing? That’s about context too.  Like...

Think You’ve got An Instagram Business?
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Think You’ve got An Instagram Business?

“I help ambitious Etsy Creators grow their Instagram Business” That’s the headline. The opening statement. The big brand message (the promise) a lovely internet marketer is using to attract new clients. Ask me what I think. Go-ahead. It’s  flawed… Flaw #1: No one: not you, not me, not anyone (except for Mark Z.) has an...