Insights

Positioning consultant vs agency vs DIY: what a...

Just ended the agency contract? A consultant costs around €50K and four months, an agency executes whatever message the brief assumed, and DIY lacks the outside view. Here's an honest...

Positioning consultant vs agency vs DIY: what a...

Just ended the agency contract? A consultant costs around €50K and four months, an agency executes whatever message the brief assumed, and DIY lacks the outside view. Here's an honest...

Why buyers say you're too expensive (when you'r...

"Too expensive" is rarely about the number. It's what buyers say when they can't see why you cost more than the option next to you. Here's why discounting answers the...

Why buyers say you're too expensive (when you'r...

"Too expensive" is rarely about the number. It's what buyers say when they can't see why you cost more than the option next to you. Here's why discounting answers the...

Why your ads convert less every month (it's not...

Refreshed the creative, tightened the audience, and ROAS still falls. Fatigue explains a dip, not a slide. Here's how to tell a media problem from a message problem, and the...

Why your ads convert less every month (it's not...

Refreshed the creative, tightened the audience, and ROAS still falls. Fatigue explains a dip, not a slide. Here's how to tell a media problem from a message problem, and the...

High website traffic, no sales: the real reason

Traffic is up, sales aren't. Rule out mobile, speed and pricing in an afternoon, then run the five-second test that finds what a redesign can't: whether visitors can tell why...

High website traffic, no sales: the real reason

Traffic is up, sales aren't. Rule out mobile, speed and pricing in an afternoon, then run the five-second test that finds what a redesign can't: whether visitors can tell why...

How to write a positioning statement, step by step

A positioning statement isn't a tagline or a mission statement. It's the internal sentence every other sentence has to agree with. Here's the fill-in template, three worked examples, and the...

How to write a positioning statement, step by step

A positioning statement isn't a tagline or a mission statement. It's the internal sentence every other sentence has to agree with. Here's the fill-in template, three worked examples, and the...

Your tagline isn't the problem. Your positionin...

Five rewrites and your tagline still doesn't land. The words were never the problem. Here's the one-breath test that shows what's missing underneath, and three rewrites that changed for a...

Your tagline isn't the problem. Your positionin...

Five rewrites and your tagline still doesn't land. The words were never the problem. Here's the one-breath test that shows what's missing underneath, and three rewrites that changed for a...