Daily Lab: Curiosity not commitment
We can’t just deliver on our promise—we have to overdeliver.
customers
100 posts
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.
Framework: Marketing Message Maker
Today, we’re going to combine a little bit of science with a little bit of art to help you figure out what to say when you’re asked what you do.
Model: Always Know What to Say
All the social media posts, paid ads, press releases, and website redesigns in the world won’t get you profitable customers if you’re not talking to the right person, about the right thing, in the right way, at the right time, in the right place.
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