Your Essence

Your Essence

Big businesses define their brand personality goal in very simple terms, often with a single word called an Essence. They’re then fastidious about how they communicate so that their marketing matches their Essence. This post will help you to identify your business’s Essence.… View Post

Your Fan Persona

Your Fan Persona

Ad agencies always know who the target market is for their clients’ products. They interview potential customers and create a set of Customer Archetypes from the research. A Customer Archetype describes the kind of customer that is likely to buy a product. The process of creating one can take weeks or months, and the work is done by an experienced strategist.

I propose a shortcut for you that I call a Fan Persona.… View Post

How not to describe your business

How not to describe your business

As an experiment, I searched the web to find out which words different businesses use to describe themselves. My theory was that I would discover an overall pattern shared by all the businesses, but the results were much more surprising. The patterns within business types was striking and unexpected. Let’s look at the research and the results.… View Post

Martin Hicks

Martin Hicks

This is Martin’s blueprint for how to succeed with multiple online businesses: how to raise initial funds without borrowing, what niche to choose, and how to reduce risk. We talk about his early experiments with… View Post