Marketing success begins with a mindset shift. So, instead of focusing on your product or service, focus on your how it will help your customer. Instead of detailing technical specifications to the media, talk about how your company improves the lives of their audiences. Address the life improvement of your potential users while avoiding the technical aspects of your offering. Of course, this shift requires a bit of extra work which most companies are unwilling to do: you must know who your customers are, what they want and what they think. You must know who each media person’s or blogger’s audience is and what they find appealing. It’s only a small amount of additional effort, but it creates infinitely more powerful outcomes.

These pieces are called “Minutes” because they will always be short enough to read in about 60 seconds.

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