When Was The Last Time You Updated Your Avatar?

You’ve identified your target market. You’ve narrowed it down to your perfect client. Then you created a word picture—an “avatar“—of them. Then, you built your sales funnel to serve this avatar. Your marketing, your sales, your product or service offers… they all work together to speak to this avatar and to solve this avatar’s problems. […]

Marketing, Simplified

I talk to a lot of business owners. Many are baffled by marketing. It’s not their fault. The world of marketing seems complex… to the point of being confusing and even overwhelming to some. It’s made more-so by the constant barrage of gurus who promise that if you “hustle” hard enough and use [whatever their […]

Use this strategy if your customers are going offshore instead of buying from you

A new client came to me recently because they were seeing many prospective customers moving their business offshore. The price disparity between buying from a North American supplier (my client) versus buying from a foreign (offshore) supplier was dramatic. Although there is a lot going on here (in terms of economics, pricing, domestic-versus-foreign suppliers, shareholder […]