Sarah Moon

Hello Reader, I've been thinking a lot of about the confusion marketers create when talking about creating more "visibility" for ourselves and our businesses. This is where the problem of telling people to "show up" as a marketing tactic often falls flat. The problem being that simply making ourselves more visible is unlikely to create momentum unless we've been discovered by the right people—people who can make decisions to, you know, pay us for our high skill services. When your discovery...

Hello Reader, Every year, Edelman releases a study under the umbrella of "Thought Leadership." It's always a great read, but the trends don't really change: People making decisions want to see good quality thought leadership from the folks they're thinking of working with—and typically they aren't getting that. Which is why I push the concept of building your body of work so heavily—it's truly a competitive advantage. If nine out of ten decision makers are saying that a person or...

Hello Reader, Note: I am currently promoting my summer group strategy program, Summer of SEO. It's a great program, but if this isn't the right year for you to do it and you don't want to receive emails like this, click here. It's a reality that uncertainty is a huge stressor, so one of my big jobs as I'm sharing all about Summer of SEO 2025, if to help clear up anything you may be uncertain about regarding the program. First of all, you're invited to join me for an informal Q&A session on...

Hello Reader, "I don't like doing things the hard way so I figured something else out." A friend of mine recently asked me how I managed to do email-only launches of my programs and services. And that was my answer. (Sidebar: I don't just use email, but email is the mechanism so I can see why this would be the perception.) I've been able to fill things like Summer of SEO without dependency on ads, social media, or an intense webinar cycle. My friend Kerstin would call this a "Calm Marketing...

Hello Reader, Because I'm late to all the parties, at my house we've been watching Star Trek: Strange New Worlds, which, yes indeed, came out three years ago. Folks, it's fantastic. They grabbed us with a don't blink pilot episode, dropping hints about the unfolding narratives and future twists, and we just had to hit "next." What's with Spock and that nurse? How will the captain deal with that thing we know from watching Discovery? Oh, and what about Number One's big secret? Like I said,...

Hello Reader, One of the issues I've been monitoring and keeping an ear to the ground on is the impact of Google's AI summaries at the top of the search engine results pages (aka SERPs), as well as searches in chatbot Large Language Models in general (think ChatGPT etc). This is what those AI generated search results look like. Now, before I get more into this, what surprised me when I was trying to find a screenshot to include was that I actually had to do several searches to get an AI...

Hello Reader, This week, a consulting client of mine asked me a great question that's had me thinking for days. "How do I choose what marketing to do each week?" Listen, I'm not a productivity expert (in fact, I despise the concept of productivity; statistically we humans are exceedingly productive and squeezing more out of us in service of more productivity is simply bad for the world), but I've got a lot of years' experience juggling competing interests and haven't given up yet! Here's how...