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Unleashing  Market Performance
EXECUTIVE VIDEO SUMMARY



BIG NEWS: Some Things Never 
          Change
           By Brett Walker
      818 Group President & CEO
Ironic isn’t it—a declaration that “some things never 
change” is news. Well, we’ve been hearing and 
preaching, and still struggling to accept, that when it 
comes to the Internet, content was and still is king. 

So, how do you figure out what to say, come up with 
how to say it, and get the word out for you so that the 
right “Joe” (regardless of where on planet earth he 
resides) will hear your message?

It’s not easy. But it can be done and requires four 
things.
1. Play Through the Pain
You’ll get tired of writing just about the time your 
market begins to wake up to the fact that you’re bright, 
capable, and worth listening to. 

If you’re not willing to give it three‐to‐six solid months, 
you’ll continue to remain irrelevant with a website that 
reads like the brochure it is. 
2. Say Something Interesting to 
            Everyone but You
Part of committing is making sure you’ve got something 
to say. 

Don’t mistake “offers” for content. Instead, draw deep 
upon your own subject‐matter expertise and lead! 
3. Crap Rolls Downhill—Quality 
             Content Can’t
Soon enough, you’ll get a little tired of the constant 
schedule, and believe you can hand the assignment off 
to your assistant, the marketing director of your 
company, or an intern. 

Don’t lull yourself into believing that you, the expert, 
can comfortably hand this off to someone else, the 
non‐expert. 
4. Ask for Help
Finally, the day you recognize this is hard is the day you 
begin to win. More than a pitch or product cut‐sheet, 
what Google wants from you is no different than what 
your prospects want—

something that convinces the human mind that you’re 
relevant.
Unleashing  Market Performance

               To Read The Full Article
                        Visit
              www.818group.com
                          and 

             click on “Business Journal” 
                          ‐ OR ‐

                  Get there directly at 
http://www.818group.com/big‐news‐some‐things‐never‐change

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