Not once have I ever looked at a marketing email I’ve sent and thought, “This is annoying.” And if anyone has a calibrated sense for what annoying actually looks like, it’s…
There’s a pattern I see all the time when reviewing websites and marketing content. A business clearly cares about what they do. But after reading it, I still can’t tell you what they actually…
“We’ve tried everything, and nothing works.”
That’s one of the most common things we hear, and usually it’s not coming from someone who hasn’t done anything. It’s coming from someone who has…
There’s an interesting tension when churches talk about branding. On one hand, Christians already have an identity—through Christ, we are part of the same…
When you think about the brands, businesses, or nonprofits you return to again and again, it usually has little to do with price or convenience. Most of the time, you return because of how…
Every business leader faces a similar tension at some point: the need for immediate results and the desire to build something that endures. You want to see your marketing pay off quickly—but you also know short-term wins won’t sustain you forever.
It sounds counterintuitive, but it’s true: the broader your message, the less likely anyone is to pay attention. Because the second you start trying to reach “everyone,” your content starts sounding like it’s for no one in particular.
Remember Clubhouse? During COVID, it felt like the next big thing. Invite-only. Audio-only. Live chats with celebrities and influencers. It gave people something fresh when everything else was locked down. But once the novelty wore off…
When marketing your business, it can be tempting to chase every opportunity: post on every social platform, start an email list, run ads, film videos, and…
Trying to reach “everyone” usually means connecting with no one. Audience research helps focus your marketing and reach the right people.