Someone, Not Everyone

January 22, 2022
January 22, 2022

All good marketing makes a promise.

It doesn’t need to be complex. In fact, it shouldn’t. It should be easy to understand, not just for you, but for your audience too. Leave behind the big words and the industry jargon. Make it a conversation that invites your audience to discover what you have to offer.

And make sure your promise matters, but just not to everyone. Only the few you can help the most. The ones whom you can make the biggest impact for. What do those people want? That’s who your promise should be addressed to. Because when you narrow it down to the ones who benefit the most, your message suddenly becomes a lot better. Why? Because to them, it’s exactly what they’re looking for.

And to everyone else? Well, it was never for them to begin with.

October 24, 2021

Solving The Experience Problem

We don’t buy products, we buy experiences. Experiences determined by what we value.

June 19, 2021

The 80/20 Rule

May 21, 2022

Brand Recall

When Lexus entered the us market in the mid 90’s, they had a problem. As a brand that positioned itself as reliable luxury, they had to issue a recall for their vehicles.

January 9, 2021

Buying The Intangible

I have a ritual.

Have a project in mind?

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