THow to Create Different Marketing Messages he same product can require completely different marketing messages when customers are buying it for different reasons. Consider a dog-walking service with two very different customers. A young professional books a daily midday walk…
How to Turn Your Best-Selling Product Into a Complete Marketing Strategy A best-selling product is easy to notice. The harder question is knowing why it sells. Imagine a small hot sauce maker with six flavors. One of them—a smoked ghost…
How to Identify the Real Reason Your Marketing Campaign Failed A marketing campaign can get attention, generate clicks, and create genuine buying interest—and still produce disappointing sales. When that happens, the easiest explanation is usually that the marketing was bad.…
How to Build a Simple Lead-Generation System Without Running Ads Here’s a scenario worth working through, built to illustrate a real pattern rather than report on one specific business: a commercial cleaning company owner needs new contracts, and every piece…
How to Use Customer Reviews to Discover What Your Marketing Should Say Here’s a scenario worth working through, built to illustrate a real pattern rather than report on one specific business: a small skincare brand founder is rewriting her website…
How to Create a Marketing Budget When Your Business Has Unpredictable Revenue A wedding photographer books six weddings in May and only one in February. Her marketing budget, however, is exactly the same in both months. She set a fixed…
How to Know When Your Marketing Campaign Should Be Stopped or Improved Three weeks into a new Instagram advertising campaign, the owner of a specialty tea subscription business is getting nervous. The numbers aren’t encouraging. Cost per click is higher…
How to Turn Negative Customer Feedback into Better Marketing Consider a bakery that receives a review that stings more than most: “Beautiful cakes, but the smell of the shop put me off eating in there.” One star. After months of…
How to Build Marketing Strategy When You Don’t Know Your Target Customer A woodworker I know started selling handmade cutting boards online with a plan built on a guess: his customer was “home cooks who care about quality.” He built…
How to Find Out Why Customers Choose Your Compeititors A boutique yoga studio owner I know started losing members after a larger chain opened two blocks away. The timing made the explanation seem obvious. The chain was advertising cheap introductory…