Daily Lab: Their words, not yours
How you’ll know what to say.
messaging
87 posts
Daily Lab: Market your own business
Don’t just market the category you’re in
Daily Lab: The perfect flaws
What you don’t do makes you more valuable.
The Bob Test
How to test your ads before they run.
Daily Lab: Lead with How
If you don’t know How, Why doesn’t matter.
Daily Lab: Don’t promise benefits
Demonstrate them.
Daily Lab: Make your words count
The magic’s not in writing paragraph after paragraph and attempting to capture every element all at once.
Daily Lab: Don’t try to convince
Marketing gets into trouble when it tries to convince people of things. When it papers over flaws or embellishes facts.
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.
Video: Marketing Message Maker
In this month's video, Leah walks you through the Marketing Message Maker framework and demonstrates the utility of the "Always Know What to Say" mental model.
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.
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