One of the most fundamental rules in marketing when taking on a competitor it to always understand your strengths and your competition’s weaknesses. When hired to develop a marketing for a client that wishes to challenge a competitor(s) position in the market, I first evaluate the company’s strengths and weaknesses and look for all the [...]

I am always talking about learning who your target audience is, what they look like, what motivates them to buy, etc., but I should also stress the other side of the coin. To be a successful marketer you must also understand the people that do not buy. Understanding why some people choose not to purchase [...]

Not sure who your target market is, what they look like, what motivates them to buy? Try looking at your top customers for a clue. Most companies get the majority of their business from 20% of their customers, so take a good long look to the top 20% of your customer base and I bet [...]