Monthly Archives - February 2025

Without Looking, What Does Your Homepage Say?

Expio2025-02-26T17:27:16+00:00

Quick challenge: Without looking, what’s the first thing your homepage says about your business? If you’re not totally sure, you’re not alone. Many brands work so hard on their messaging that it becomes complicated, diluted or even disconnected. But here’s the thing—your homepage is prime real estate. It should instantly communicate who you are, what you do, and why you matter to your audience. If that’s not crystal clear, you risk losing potential customers in the first few seconds. Clarity is Power In...

Your Worst Enemy in Marketing (Hint: It’s Not “the Noise”)

Expio2025-02-19T17:19:53+00:00

When we think about marketing challenges, the term “noise” often comes to mind. There’s no shortage of competition out there—every business is vying for attention, cranking out content, and trying to stand out. But the biggest enemy in your marketing isn’t external; it’s internal. It’s unclear messaging. Here’s the thing: clarity is everything. As renowned storytelling expert Robert McKee says, “Stories are how we remember; we tend to forget lists and bullet points.” And yet, so often, brands fall back on lists...

Marketing in a Divided World: Finding Common Ground

Expio2025-02-11T23:42:10+00:00

In today’s divided world, marketing can feel like walking a tightrope. Every message we send risks alienating someone—and let’s be honest, as marketers, we often feel stuck between authenticity and diplomacy. I know this feeling all too well. Back when I was a campus minister in West Texas, I found myself in a surprising situation. A student-run “pagan club” had organized a mixer, and I, a Christian minister, decided to attend. At first glance, it might seem like an unusual place...