The No-Drama Way to Sunset a Channel
In marketing, not every channel will deliver the results you expect. Sometimes, you need to make the tough call to shut down a channel that isn’t pulling its weight. The good news? Stopping isn’t a sign of failure; it can be a strategic decision that allows...
Positioning a ‘Boring’ Product Without Apologizing for It
Why Trying to Sound Exciting Backfires
When marketing a B2B product that lacks the glitz and glamour of consumer goods, many marketers feel the urge to jazz it up. You’ll see phrases like “cutting-edge” or “next-gen” thrown around, but...
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The 30-Minute Customer Language Swipe Session
Every marketer knows that the best copy comes from the voice of the customer. But where do you find that voice? How do you turn it into compelling copy? In just 30 minutes, you can build a customer language swipe file that will enhance...
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Creative Reports Marketers Actually Want to Read
Marketing performance reports often end up in the digital trash can. They’re dense, jargon-heavy, and fail to communicate the insights that truly matter. It’s time to redesign the classic marketing report into something that’s not...
The Offer-First Creative Framework for Direct Response Brands
Why Weak Offers Kill Great Creative
In the world of direct-to-consumer (DTC) marketing, the allure of stunning visuals can sometimes distract from what truly matters: the offer. It’s easy to get caught up in the...
The Screenshot First Ad Strategy
In today’s digital landscape, a lot of decisions are made in group chats, Slack threads, Discord channels, and internal decks. When a product or service is shared in these spaces, what often gets seen first is a screenshot. If your ad isn’t designed...
Brand Voice Makeover: From Corporate to Conversational in 3 Passes
Signs Your Brand Voice is Too Stiff
If your brand voice feels like it’s been pulled straight from a corporate handbook, it’s time for a makeover. Here are a few signs to look out for:
Overly formal language that lacks...
The 4-Question Message Stress Test
The 4-Question Message Stress Test
Every time you craft a message – whether it’s for an ad, an email, or a social post – you should run it through a simple stress test. This isn’t about theory; it’s about honing your message so it...
The Internal Politics of Marketing
The Internal Politics of Marketing
In the world of marketing, we often find ourselves navigating a complex web of internal politics. Understanding the dynamics at play can help us deliver effective campaigns despite the challenges we face. This article...
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From Features to Frames: Rewriting Product Pages That Actually Sell
Most product pages drown in feature lists. They showcase specs, dimensions, and functionalities, but they often miss the point. If you want your product pages to convert, you need to shift the focus from what your...