THE LATEST: How inbound can help a word-of-mouth business; how to use StoryBrand for inbound; and new data shows 'funny' seniors imagery is not only offensive, it's inaccurate

Here's THE LATEST digital sales and marketing news, so you can do your jobs better and make smarter decisions faster.

How inbound can help a word-of-mouth business; how to use StoryBrand for inbound; and new data shows 'funny' seniors imagery is not only offensive, it's inaccurate  ... this is THE LATEST!  🔥 Hot off the presses I'm a word-of-mouth business: How can inbound marketing help me grow? (a Marcus Sheridan exclusive) The StoryBrand framework is powerful, but how can it be used for inbound marketing? 'Funny' seniors imagery is not only demeaning, it's inaccurate, according to Google's data 🏆 They Ask, You Answer is a revolutionary approach that has empowered thousands of businesses to drive more sales with inbound marketing. But how the heck does it work? Learn the fundamentals of They Ask, You Answer in this free course from Marcus Sheridan. Because I like to change my personal goals more than I like to change my socks, I've switched from learning Italian in my spare time to learning French with Duolingo. (Who doesn't like being bossed around by fictional, passive aggressive, little green owl, right?) Duolingo is known for not only helping people around the world learn different languages, it's also known for doing so in its own very quirky and memorable way. For example, here's a bit of hilarious cheek I encountered during one of my lessons yesterday: That's right. I tweeted about it. (I also believe the calories don't count unless you Instagram your meal. That's a thing, right?) What's funny is that this is, by far, my most popular tweet. Not any of my aggressive opinions about commas, links to inbound marketing articles I've written, or tweets about the stuff I'm truly passionate about. No no, the thing that earned me not-even-close-to-viral attention was evidence of a language app hitting on me, so I could learn French. On top of that, although it was a nice little dopamine hit to be noticed for a second, I gained no followers from this tweet. Also, none of the interactions were really anything of value.  So, as I sit here still getting retweet and like notifications, I can't help but wonder (in a less obnoxious way than Carrie Bradshaw) how often we chase these empty "viral" moments for own brands that, at the end of the day, don't lead to anything meaningful.  Yes, those quick and unexpected wins where your company is able to capitalize on a moment can be a total rush. But if you're looking for true and lasting growth for your company – to sustainably establish yourself is the #1 leading voice in your space – you just need to buckle down and do the work of answering the most pressing questions of your ideal customers.  Every single day. Really, it's that simple. And there is no viral shortcut. And now, here's THE LATEST... I'm a word-of-mouth business: How can inbound marketing help me? (5-minute read) Many service businesses rely solely on word of mouth or referrals. They get all the business they need this way and don't see any reason to change. But being a word-of-mouth business is great — until it's not. You can have a great company and develop strong relationships ... and still go out of business. And in this exclusive piece from They Ask, You Answer author Marcus Sheridan, you'll learn, as a word-of-mouth business, how inbound marketing can provide the growth and security you're looking for. 📚 Related reads and resources: If inbound marketing seems too expensive, it might be time to reevaluate your budget What is the purpose of marketing? (updated for 2021) IMPACT+ course: How to hire a content manager for your inbound marketing with Liz Moorehead How the StoryBrand framework can help you with inbound marketing (5-minute read) As Donald Miller explained in his book Building a StoryBrand, using the hero's journey for your messaging will not only help you craft great stories that keep people's attention for longer periods of time, but it also makes it easier to explain how you can help them in a way that positions your customer — rather than your business — as the hero. And in this fantastic analysis from fan-favorite IMPACT coach Zach Basner, you'll discover how the powerful StoryBrand messaging framework can also help you with see great results with inbound marketing. 📚 Related reads and resources: Wait, what the heck is the StoryBrand framework? What are the benefits of inbound marketing? IMPACT+ course: Video sales and marketing strategy for businesses with Zach Basner New Google data shows how 'funny' seniors imagery is not only demeaning, it's also very inaccurate (4-minute read)  Photos of seniors humorously perplexed by technology are not only a meme culture staple, they're also often used by well-intentioned marketers to get a laugh – but new data from Google spotlights how misguided these images are. In this article from yours truly, you'll learn why lampooning technology-befuddled "seniors" in your inbound or social content is not only a big no-no, it's also potentially hurting your bottom line.  📚 Related reads and resources: What are the top 5 best business blog topics you should be writing about to drive traffic, leads and sales? IMPACT+ course: Investing in your business website's user experience with Chris Duprey IMPACT+ course: Fundamentals of social media marketing for businesses with Stephanie Baiocchi On-demand event spotlight In theory, your business website is supposed to be your most profitable virtual employee – closing deals left and right without ever needing a vacation, sleep, or lengthy pep talks about their growth and career. It's more important than ever that this be true, yet too many of us are our own worst enemy, actively standing in the way of this powerful revenue-generating vision from becoming a reality.  If you're not already a Pro member, enjoy your first 14 days of IMPACT+ Pro free to gain access to our entire on-demand events library. Weeklong nonsense I NEVER GET ALL THE BUSES.😡 Liz Moorehead Editor-in-chief,  @whatlizsaid P.S. We created IMPACT+ to empower business leaders, marketers and sales pros to drive more revenue with inbound marketing. But we only consider ourselves successful in achieving that goal if you say we are! Would you please take two minutes to complete this survey about your experience with IMPACT+? Thank you!❤️ IMPACT teaches business leaders how to build high-performing teams that achieve extraordinary digital sales and marketing results through coaching, online training, and in-person experiences. We look forward to joining you on your journey to becoming a hero for your own company at impactplus.com. Creating heroes, growing businesses, changing lives. Sent with 💙 by IMPACT  IMPACT, 470 James Street, Suite 10, New Haven, CT Manage preferences | Unsubscribe