Framework: Marketing Rangefinder
It helps you look for the answers to: Where are my customers, and how do I reach them?
tradeoff
100 posts
Daily Lab: Show them what you don’t do
Overdeliver because you’ve made the tradeoffs they value most.
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.
Money-Making Marketing in 5 Steps
The reason your marketing is struggling is not because you don’t know what to do. It’s not struggling because you don’t know what to say. It’s struggling because you hate it.
Don’t persuade, permit.
As a business owner, your job isn’t to talk people into buying from you. You’re not trying to persuade. Instead, your job is to permit.
5 Reasons Not to Work with Me
1. I provide very little documentation The strategy we’ll create together is ultimately yours, so formal documentation needs to be created on your end (with help and support) so that it doesn’t get rejected by your organization’s immune system. And I’m confident you know exactly what
Don’t build a brand, deserve one.
Today’s newsletter is a shortened and focused version of last week’s rather lengthy article. If you didn’t get a chance to read it, or you just want a version that’s stripped down to the major points, this one’s for you!
“Make Me Laugh”: How to build a brand based on values
Darwin said that he “followed a golden rule, namely, that whenever a published fact, a new observation or thought came across me, which was opposed to my general results, to make a memorandum of it without fail and at once.”
“Tell the truth and make it interesting.”
“Tell the truth and make it interesting.” — David Ogilvy Describing his own writing style as “a silk glove with a brick inside it,” Ogvily believed that the best way to make an impression was with facts and information, well stated.
You’ve already lost that money
You’ve probably tried a lot of things to market your business over the years. And you may have noticed that the tough part isn’t coming up with new ideas to try out. The tough part is stopping the stuff that isn’t working.
People don’t eat in the long run
The long-term benefits of focusing on a clear, reinforceable position are obvious: We get to do work we love, that we’re the best at, for clients who appreciate our value and are happy to pay profitable prices for it.
Getting unstuck in the middle
This is the first in a short series on moving your service business up-market through marketing strategy. If the Ever Given container ship fiasco taught us anything, it’s that getting stuck is a lot easier than getting unstuck.
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