Framework: Marketing Rangefinder
It helps you look for the answers to: Where are my customers, and how do I reach them?
customers
100 posts
Daily Lab: Influence connects
Because the job isn’t over when we’ve made the sale—a new job is just beginning.
Daily Lab: Curiosity not commitment
We can’t just deliver on our promise—we have to overdeliver.
Daily Lab: Show them what you don’t do
Overdeliver because you’ve made the tradeoffs they value most.
Daily Lab: Find closer customers
Find minds already changed, already needing the type of thing you sell.
Daily Lab: Experts don’t build brands
To grow a sustainable business, though, marketing costs need to go down over time, not up.
Model: How far away are your customers?
One of the most common questions I get is simply: “Where do I go to reach people?”
Daily Lab: Do they need something, or want you?
It’s not enough to merely present ourselves to the market and tell them that we have what they need.
Daily Lab: We do what we like
People tend to do things they like, and they tend not to do things they don’t like.
Daily Lab: Focus exercise
A quick exercise to hone your marketing focus on your most valuable actions and clients:
Daily Lab: Say it to someone
It’s a little silly to make such a basic point, but groups don’t really buy things—people do.
Commentary: Always Know What to Say
Welcome to the background commentary and recommended reading for the “Always Know What to Say” mental model and the “Making Marketing Messages” framework exercise.
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