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Randall's Resources
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Monetizing IP: Online Learning

"The Internet wants to be free": has been the internet anthem for decades. It has been sung by the academic world in the spirit of sharing knowledge, in the anti-spirit of corporate greed by anarchists, and by the "inbound marketing" crowd as a magnet to attract prospective clients. But at some point, intellectual property (IP) cannot be free: it has value in and of itself. And it costs money to develop. Monetizing intellectual property (IP) can be done in a number of ways, including consulting, coaching, speaking (keynotes, workshops, webinars), books, CDs, DVDs and "programs", implement [...]

Choosing your Marketing Voice

Have you ever considered why some emails resonate, and others seem just a bit off? While the general topic of copywriting has been handled here quite well, too often emails - especially ones that for part of a marketing automation sequence - fail because of one thing: voice.

Consider these four examples:

1) Passive Voice

Neglected fee payments will cause access to be lost.Membership department

2) Active Voice

If you neglect paying your fees, you will lose access.Membership department

3) Corporate Val [...]


Marketing Fluff: Increasing your value per word

When you write, does everything that you put down on paper deliver exceptional value? Or is there a certain amount of low-value filler that invades your communications?

There are three strategies that can significantly upgrade your value in the eyes of your audience:

Target: right audience - right message: What is high value to one group holds no (or low) value for others. Either your message must be customized precisely for your audience, or you must find the precise audience for your message.Audition: Every sentence must deliver value, or it should be cut. Low value sentences (a [...]


Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and