1. Unleashing Market Performance

2. EXECUTIVE VIDEO SUMMARY
BIG NEWS: Some Things Never
Change
By Brett Walker
818 Group President & CEO

3. Ironic isn’t it—a declaration that “some things never
change” is news. Well, we’ve been hearing and
preaching, and still struggling to accept, that when it
comes to the Internet, content was and still is king.
So, how do you figure out what to say, come up with
how to say it, and get the word out for you so that the
right “Joe” (regardless of where on planet earth he
resides) will hear your message?
It’s not easy. But it can be done and requires four
things.

4. 1. Play Through the Pain
You’ll get tired of writing just about the time your
market begins to wake up to the fact that you’re bright,
capable, and worth listening to.
If you’re not willing to give it three‐to‐six solid months,
you’ll continue to remain irrelevant with a website that
reads like the brochure it is.

5. 2. Say Something Interesting to
Everyone but You
Part of committing is making sure you’ve got something
to say.
Don’t mistake “offers” for content. Instead, draw deep
upon your own subject‐matter expertise and lead!

6. 3. Crap Rolls Downhill—Quality
Content Can’t
Soon enough, you’ll get a little tired of the constant
schedule, and believe you can hand the assignment off
to your assistant, the marketing director of your
company, or an intern.
Don’t lull yourself into believing that you, the expert,
can comfortably hand this off to someone else, the
non‐expert.

7. 4. Ask for Help
Finally, the day you recognize this is hard is the day you
begin to win. More than a pitch or product cut‐sheet,
what Google wants from you is no different than what
your prospects want—
something that convinces the human mind that you’re
relevant.

8. Unleashing Market Performance
To Read The Full Article
Visit
www.818group.com
and
click on “Business Journal”
‐ OR ‐
Get there directly at
http://www.818group.com/big‐news‐some‐things‐never‐change