Here’s a question: what’s the point of marketing? What’s your answer? I’ll give you a clue: there’s only one correct answer. I’ll tell you in a moment. First, I’m going to have a little rant. Just to warn you. But I have a valuable point to make, so stick with me… Most marketing is a [...]

What’s your product? What do you sell? Are you sure? You see, I think you might be mistaken. Let me explain. A Harvard marketing professor once said, “People don’t want to buy a quarter-inch drill bit. They want to buy a quarter-inch hole!” Of course, this is a bit over-simplistic, like many analogies. But for [...]

It’s all about your customer. Without him, you’re sunk. You wouldn’t have a business.   Of course, you know that – and I know that – which is why I’m always so surprised that business owners put so little effort into getting to know their customers. Most businesses create their product and push it out [...]

Let’s start with something so simple you’ll wonder how much difference it can really make.   It just takes a small shift in perspective but it will transform your business. It will mean people not only read, but act on your marketing. Are you ready? Here it is… You are not your customer. Your marketing [...]

The most important question in the universe

Let’s start this blog post with something profound. Something that will be the foundation of everything else you do with your marketing and copywriting. Let’s start with the most important question in the universe. Why? I don’t mean, why start with that. I mean that the most important question of all is “WHY?” That’s not [...]

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