Category positioning done wrong (and how we fixed it)
How a heart rate monitor marketed as a calorie tracker found its real category.
Category positioning done wrong (and how we fixed it) Read More »
Why Lowering Your Price Is Almost Always the Wrong Answer
What to do when price keeps coming up in sales conversations.
Why Lowering Your Price Is Almost Always the Wrong Answer Read More »
Why the Best Email We Ever Sent Had Nothing to Do With Copywriting
A 76% open rate from an email about a product that had been on the shelf for years.
Why the Best Email We Ever Sent Had Nothing to Do With Copywriting Read More »
Why Price Is Never the Real Objection
What Amazon Prime shows about how people judge price.
Why Price Is Never the Real Objection Read More »
Start Before You’re Ready. Refuse to Quit Once You’re In.
A hike, a dance competition, and why starting matters more than being ready.
Start Before You’re Ready. Refuse to Quit Once You’re In. Read More »
You’ve Been Talking About the Wrong Thing Your Entire Business Life
A street performer’s lesson on what customers actually pay for.
You’ve Been Talking About the Wrong Thing Your Entire Business Life Read More »
Why Getting Better at What You Do Won’t Get You More Clients
Why improving the work doesn’t automatically bring in more clients.
Why Getting Better at What You Do Won’t Get You More Clients Read More »
You can’t write the label when you’re inside the bottle
Why it’s so hard to describe your own business, and how to see it from the outside.
You can’t write the label when you’re inside the bottle Read More »
Your Marketing Isn’t Working Because You’re Not Saying Anything That Matters
Consistency and polish only help when there’s real value behind the message.
Your Marketing Isn’t Working Because You’re Not Saying Anything That Matters Read More »