Not everyone will appreciate what you offer. Focus on the people who want what you provide, and let the others go.
Marketers invest a lot of time and money to figure out what you really want. Shouldn’t you do the same?
Getting clear on what people buy from you won’t just can help you tweak your marketing; it can help you reconsider what you sell.
In any industry, understanding what business you are really in offers a new lens through which to view pricing options and creates a powerful frame for effectively pricing your offerings.
To effectively market your business you must tell a compelling story about what you offer in a way that resonates clearly with the people you serve. This requires that you understand what business you are really in.
Uncovering our through-line requires us to look at the big picture and at the details, all at the same time. Good thing I’ve spent so many years watching crime shows! I can finally put years of wannabe-detective work to good use!