Your Business is Like an Artichoke

Your Business is Like an Artichoke

Have you ever been seduced by a vegetable? I have. And her name is Artichoke. What is it about her that draws me in? She’s beautiful, sensual and earthy all at once. She has hidden mysteries, layers of “meaty” stories, and a delicious interior that...
The Remarkable Purple Carrot: A Marketing Parable

The Remarkable Purple Carrot: A Marketing Parable

Here in the West, purple carrots aren't a commonly found in your local produce departments. In fact, you'll probably have to go out of your way, by searching for them at the fringes: places like your farmer's market or a specialty grocer. There's a little vegetable stand near my house where I can find maybe 3 or 4 at any given time (mostly because there's a woman who comes in every morning and buys nearly all of them for herself). The shop owner literally can't keep enough of these guys on hand. In short, these guys are special. Remarkable even. And they're almost certainly a topic of conversation when served to dinner guests. They're so special, they make the chef look special, too.
5 Ways to Make Your Marketing Stick

5 Ways to Make Your Marketing Stick

When I was still a youngster (in the days before the Internet was considered a valid way to get your message out), I spent my nights and weekends at the UC Davis Extension learning the "official" rules of "Product-Price-Place-Promotion." One of my first professors (I think his name was Mr. Aguilar) had a strange attachment to the term "pasta marketing." He must've used this term at least twice in every class. His point was that lots of people do their marketing like they cook their pasta: they throw it against the wall to see if it's done. If it sticks, they think it's good. And if doesn't, well...you go back to the drawing board.
5 Marketing Lessons from Celebrity Chefs

5 Marketing Lessons from Celebrity Chefs

Except for my client Rebecca Joseph (aka The Rabbi Chef), your goal is probably not to be the Next Food Network Star. But there's a whole lot that celebrity chefs can teach us about working in a crowded marketplace. The successful ones truly excel at building their brands and growing their fan base. How do they do it? Here are five of their marketing strategies that you can (and should) adopt today:
Five Tips for Writing Clear Marketing Copy

Five Tips for Writing Clear Marketing Copy

There's science to prove it. Studies show that advertising is most effective when it's easy to understand. I know, right? Sounds easy enough. But if you're selling something more complex than soap or beer, you may be having a little trouble getting your message across. Here are five things to look for as you write your own copy:
Add Your Secret Sauce: Five Ways to Add Your Personality to Your Website or Blog

Add Your Secret Sauce: Five Ways to Add Your Personality to Your Website or Blog

Your "Secret Sauce" is your personality. It's the flavor that you bring to everything you do. And it comes across in many ways -- your voice, your style and your sense of humor. When you interact with real-live human beings, your secret sauce is pretty evident. Most of the time, people can "get" who you are after just a few brief conversations.
Storytelling à la Reality TV: What The Next Food Network Star can teach you about marketing

Storytelling à la Reality TV: What The Next Food Network Star can teach you about marketing

I'm normally not drawn to reality TV shows. I'll admit a wee addiction in the past -- especially the early years of American Idol and The Apprentice. But I nipped those habits in the bud after a few seasons. It was easy. I just cancelled my cable. But at the beginning of this year, I moved in with my boyfriend and rediscovered my love of reality TV through The Next Food Network Star. The main idea of the show is to find the next FN "star" (while also promoting FN and its current cast). But here's what you can learn from watching...
How to be an Entrepreneurial Chef (not a Business Cook)

How to be an Entrepreneurial Chef (not a Business Cook)

A few weeks ago, I finished reading Seth Godin’s Linchpin and was immediately struck by this passage: The future belongs to chefs, not to cooks or bottle washers...A cook is not an artist. A cook follows a recipe, and he’s a good cook if he follows the recipe correctly. A chef is an artist. She’s an artist when she invents a new way of cooking or a new type of dish that creates surprise or joy or pleasure for the person she created it for. I'd been mulling that over until what finally came out was my Entrepreneur's Manifesto, which starts off: Be a Chef, not a Cook.
What’s on Your Marketing Plate?

What’s on Your Marketing Plate?

Eating healthy can sometimes be a tricky thing. Especially if you've got a sweet tooth. Or a penchant for all-things-fried. When we don't make good choices, we end up feeling pretty miserable. And not just because we can't see our feet any longer. It really sucks when your bottom line won't fit into your favorite jeans! The same is true for your marketing. Your website (and the other channels you use to promote yourself) need to have just the right balance of ingredients in order to keep a healthy number of customers and prospects at your table.
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