Should I grow the business or look after my existing customers?
Every month you choose between winning new customers and caring for the ones you have. How to split your effort by calculation rather than instinct.
Customers and the offer
How you know your customer, how you keep them, and how you present to them. This series is about the part that happens between the product and the sale — the part that decides the result.
Should I grow the business or look after my existing customers?
What is the best thing your customers say about you?
The answer to that question is your marketing message, already written in the customer's own words. How to collect it and use it.
Know your customers: when you try to please everyone you usually reach nobody
Five practical steps to know your audience: market research, data, listening, building a buyer persona, and testing.
Want more sales? Change how you present, not your product!
A strong product alone is not enough. How the way you present it makes the customer say: this is exactly what I was looking for.
Define your USP — the thing nobody does the way you do
In a market full of competitors, being good is not enough. Four steps to discover your real point of difference.
The most maddening question in business
"What do I do to grow?" — impossible to answer as asked. The questions you should be asking instead.
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