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…
Measuring Marketing ROI for Small Business A dog groomer I know spent two years running Facebook ads because “that’s what you’re supposed to do.” She never checked whether those ads were bringing in clients or whether her regulars were coming…
Human + AI Content Workflow A letterpress print shop owner I know she told me about a year she spent following the workflow everyone recommends: type in a topic, get a full draft back, clean up the sentences, and publish.…