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The best time to market your business is usually before you think you need to, and it’s a lesson every entrepreneur eventually learns.
Read my latest post, “What No One Tells You About Marketing Until Business Gets Quiet”:
https://www.wethrivebydesign.com/post/what-no-one-tells-you-about-marketing-until-business-gets-quiet
And if you want more thoughts on strategy, systems, growth, and the realities of running a business, subscribe to From HQ:
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What no one tells you about marketing until business gets quiet...
Once upon a time, in 2018, when I had just started working remotely, a client asked me a very reasonable question: “Do you have a website?”This was after I had just designed her website.And I said, “Erm… I don’t have time.”To which she replied, “well the cobbler’s children had no shoes.“Three years later, I finally built my own site, out of necessity.And suddenly, instead of explaining every single thing I did from scratch, I had somewhere to send people. My website became part of the ecosystem:
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I wrote a great hook for this one..
That's a fib, but here's a truth, you sell more when you fit into your customers' routines.
Need an example? Afters is for finding underground parties in Berlin. There are so many ways people can find parties from Resident Advisor to posters on lampposts.
The easy CTA for a brand like Afters is "Find Underground Parties in Berlin".
Short, clear, to the point,
But most people already search on Resident Advisor, how would that line convince them to change their behaviour and search Afters? Unfortunately being a "cooler" app doesn't motivate many people.
With a clear strategy, I delivered a way in that RA could never hope for.
Afters pulls from sources where line ups are posted last minute or after the event – Telegram groups, fan websites, Soundcloud – and being for people in the scene, they're the kind of folk who go to a party for the vibe and look up DJs after the fact.
So I did the opposite of what you'd expect.
If you want to know who you just danced to, ask Afters.
Instead of competing to be the place to find parties in the future, I found a key moment the target audience has a problem that Afters is uniquely positioned to solve and built the strategy around it. No one can compete, because no one else works like Afters.
Problem -> Strategy -> Branding
Love it!
Product marketing has just become easier
Is AI finally good enough to shoot a product demo on its own, or human touch is still needed?
I generated a 20s product demo with Seedance 2.5 in a single take providing it with one product image reference and an example video transcript (posted in the comments).
Do you disclose...
good
Positioning is mostly about what you refuse to be.
Anyone can list the audiences they want to reach. Anyone can write down the problems they solve. That part is easy.
The hard part is naming what you'll turn down. The clients you'll pass on. The work you'll stop pitching for. The categories you'll let competitors own without a fight.
Every time you say "we can also do that," your positioning gets weaker. The market can't tell what you're for.
The companies with the clearest positioning name a specific buyer, a specific problem, and a specific moment. Everyone else competes on price.
Completely agree. Trying to help everyone means you end up standing out to no one. Knowing what jobs to say no to is what makes people respect your focus.