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There’s no AND in BRAND #3

Shelley Ryan just left MarketingProfs to start her own business.

Should could have set out to be an event producer. She’d be great at it.

And she’d be one of a zillion great event producers.

imageBut Shelley did the right thing: She picked a narrow, focused, SINGLE thing for her brand: She does “killer webinars.”


  • She’s instantly the one you call first when you need a webinar
  • She can get a great domain that explains what she does —
  • Everyone knows how to support her with word of mouth. “Oh, call Shelley — she does killer webinars.”

Someday she can expand into general events – but then she’s just another event planner again.

She says it right here:

I haven’t noticed too many Webinar Gurus out there, have you? There must be room for one more of those because I see a lot of lousy online presentations, overly confident web conferencing vendors, buyer confusion, and technical meltdowns.

(More from my “There’s no AND in BRAND” series.)

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  1. Sara November 10, 2010 at 2:25 pm #

    Damn, I wish I’d thought of that!

  2. Shelley Ryan November 16, 2010 at 1:46 am #

    Thanks for the shout out, Andy!

    Funny thing is, I thought I knew all about producing killer webinars after handling them for MarketingProfs for such a long time. MProfs has been way ahead of the game, that’s for sure!

    But in the past few months, I’m discovering even more ways to create a rockin’ webinar. This is an exciting space to play in, especially for content marketers. :)


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