From strategy to hands-on execution, I help marketing teams accelerate research, messaging, and content that grow pipeline and close deals
Marketing experts often say that buyers don’t care about features alone. ‘Buyers care about how your product will benefit them.’ But benefits alone can often fall short. Benefits alone can’t carry a buyer from where they are today, risk-averse and standing still, to taking a chance on an unfamiliar solution that will cost them time, money, and/or effort.
Use plain language, simplify buying decisions, and focus on buyer pain points. siggi's yogurt brand thrives in a fiercely competitive category by matching its messaging to the way people make buying decisions. This brief post breaks down each messaging insight and provides examples.
Learning SEO can be a daunting task. Given the dizzying volume of advice out there, it's not easy to pin down what 'good SEO' means or how to get started. In such cases, it's best to skip all the high-level theory and go straight to the bottom: the actual tools used by SEO professionals.
This guide will help you figure out Todoist and get started in 20 minutes. It's a walkthrough of how I personally use the app to manage my life and keep the stress levels at bay.
I decided it was time to build a product and sell it myself, without a large team and a big budget. So I joined Indie Hackers and sold a productized service.
When a big product or strategy decision looms on the horizon, different teams often have opinions that are at odds with one another. You might ask, can’t quantitative data resolve such conflicts of opinion?
A collection of quotes with fundamental truths about marketing success and business growth.
A common perception: If I ask a customer how to improve a fan, they’ll ask for a bigger fan, not an AC. If Henry Ford asked people what they want, they would have asked for a faster horse, not a car.
About 1 in 5 founders resist paying for customer interviews. But let's explore the other side of the coin. What are you giving up if you insist on free customer interviews?
If you want customers and investors to believe in your product as you do, start with a messaging framework. This post is a walkthrough of how to create a messaging framework and use it to sharpen your story for your target audience. And, how first finding the right message that customers believe in can be a powerful guide for product development.