Most businesses have more than one customer they are looking for. Yet most businesses only have one set of marketing materials. This results in a kind of catch-all approach, which ultimately ends up catching nobody very well. There is a better way, and by simply identifying customer segments and creating simple campaigns that directly target the specific customer segments, you can radically improve results.   Gym Example   There is a micro gym near where I work in Birmingham at the Custard Factory. There are 500 offices within less than a mile so there are plenty of people. There are two main services offered,...

I read somewhere that a name should be like the point of a knife - it should open up the mind to let the marketing message penetrate. That always stuck with me, and in a world so rich with the undifferentiated competition this seems now more important than ever. Ideally, a name should start the process of understanding for your product with the potential customer. Head and Shoulders is a great name for a shampoo. Muck Off is a great name for a cleaning product for mountain bikes. These names waste no time explaining exactly what the product does. Some companies seem...