A different approach to defining your ideal customer
If you can’t define your ideal customer, ask who your customers want to become instead of who you want to serve. How that question narrows your audience.
4 min read
Positioning
Who you’re for, how you frame the choice, and how to stand apart from bigger competitors.
More positioning articles
-
Frame first, then position: using framing in your marketing
Framing is choosing what buyers compare you to. Why to set it before you work on positioning, and how DiGiorno pitched frozen pizza against delivery.
4 min read
-
Embrace and pivot
How a smaller company takes on a market leader: acknowledge its biggest strength, then recast it as a weakness, as Apple did with its “Get a Mac” ads.
4 min read
-
How “marketing best practices” hurt companies
Copying marketing “best practices” means using tactics you haven’t tested and looking like every competitor. Why that hurts, and when to follow them.
6 min read
Get the next one by email.
Tactics, strategies and case studies I don’t share anywhere else. Always short, never boring.
Join 1,200+ entrepreneurs. Unsubscribe in one click.