How to Monetize Your Content Marketing Message

Content Marketing | Jeff Payne, AscendWorks

More Right or Less Right The ultimate goal of your marketing is – and always has been – to grow your business. Jay Baer, author of Youtility, says there is no right or wrong when it comes to content marketing, only “more right” or “less right.” So many business owners are looking for that silver-bullet methodology that will solve all […]

Make Your Sales Process More Useful

Make Your Sales Process More Useful | Jeff Payne

Today buyers have become so adept at doing the initial purchase research that they no longer need or have the patience for a sales presentation on the benefits of your service or product. “A Corporate Executive Board (CEB) study of more than 1,400 B2B customers across industries revealed that 57 percent of a typical purchase decision is made […]

Value is a Sparkling Clean Restroom

Value is Sparkling Clean Restrooms | Jeff Payne

What is “Value” to your customer? Value is the rapid checkout and a cool shopping bag. Value is an elegant web application that’s a pleasure to use and easy to understand. Value is the instant reward for loyalty from a favorite restaurant or business. Value is the presentation of an online resource. Value is the […]

The Ongoing Work of Paying Attention

The Ongoing Work of Paying Attention | Jeff Payne

The need for vigilance in your business never goes away. It is now more imperative than ever for business owners to lead by being self-aware. Recently an article titled “What People Really Order At Chipotle” caught my attention. The author of the article, Bobby Finger, sent a survey to 100 people to learn what they […]

Branding is an Endless Game of Seduction

Branding is an Endless Game of Seduction | Jeff Payne | AscendWorks

New products and services are appearing daily. You see them everywhere, Twitgift, Cupcake ATM, Me Undies, Skillshare, Stripe, and thousands more! Likewise new business models and technologies are popping up like weeds in a field to strategically carve out new niches in existing categories. There is probably a new innovation in your category of business, which makes it that much more […]

Move Them Towards Your Idea

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It’s Not About the Cupcake I sat in my car in the parking lot of a plush retail shopping center observing people purchasing cupcakes. It wasn’t the cupcakes that were drawing my attention or even those who were purchasing cupcakes early on a weekday morning. I was observing the result of an idea, an idea that […]

We Think in Stories

We Think in Stories | AscendWorks

Each year, Hollywood produces and distributes 400 to 500 films (stories), more than a film a day. A few are excellent, but the vast majority are mediocre or worse. The temptation is to blame those who approve such mediocre productions. But the reality is, story departments of major studios pour through thousands upon thousands of […]

Moving Beyond Attention

Moving Beyond Attention | AscendWorks | Jeff Payne

When I was six or seven years old I was struck in the head with a large rock thrown by a neighborhood bully who lived down the street. I remember the gash in my head that required several stitches across my scalp. I don’t remember getting the stitches or even being at the hospital. What […]

At Some Point All Marketing Sucks

At Some Point All Marketing Sucks | Jeff Payne | AscendWorks

If you and I were having this talk over coffee or tea, this is the point where I would lean forward across the table and sincerely say, “What else are you going to do?” There is no stable place. Change is happening continually. Everyone around you is drawing new conclusions about what really works. However, change is not […]

A Story: From Bump to Buzz

From Bump to Buzz | AscendWorks

Appealing to Our Minds Remember that commercial you saw watching March Madness last night? Yeah, me neither. As a matter of fact, I don’t even remember what I had for dinner a few nights ago. They say by the time we reach the age of sixty-six, most of us will have seen approximately two million television commercials. […]