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🧠 Identity = “This is who I am.”    People buy to express their inner self ( their values, beliefs, or lifestyle.)   Example: “I wear Patagonia because I care about the planet.”    Example: “I drive a Tesla because…

People still buy for the same reasons.   Functional Reasons  Solves a Problem – It fixes something I care about. Quality / Performance – It works better and lasts longer. Saves Time – It makes life easier and faster. Saves…

Marketing is the act of making change happen. It’s not about ads, hacks, or shouting. It’s about serving people who want to be served. Your product is your marketing. Marketing is creating the conditions for ideas to spread. It begins…

Reasons:   ✓ Unlimited travel for 58 euros per month ✓ Valid throughout Germany on all local public transport (not valid on ICE, IC/EC) ✓ Subscription, possibility to cancel monthly   What’s the reason behind it?   The Flat-Rate Effect…

Anchoring Effect – Showing the original (higher) price first makes the discounted price feel like a bargain. Loss Aversion – Fear of missing out on a deal drives faster decisions. Urgency & Scarcity – “Limited-time offer” triggers a sense of…

Reasons: You just don’t see the value. You just can’t afford it. You just don’t see any use for it. You don’t trust the result it promises. You think the timing isn’t right. You believe something cheaper can do the…

In life and in business, if you are desperate, you can’t help anybody.   Fix your desperation first, then think about helping others.   How to fix it?   If you go all in with your business without any source…

1. Cosmetics & Skincare People buy confidence, not cream. 2. Luxury Fashion Driven by status, identity, signaling (“I’m this kind of person”). 3. Sneakers & Streetwear Culture + scarcity + community 4. Coffee & Cafés Daily ritual and cravings 5.…

How to find a genuine problem to solve?   You won’t know until you ship. Many entrepreneurs advise us to create “must-have” products instead of “nice-to-have” ones.   But indiepreneurs like marc louvion have proven that even “nice-to-have” projects can…

You may think offering discounts is the easiest way to attract new customers, retain existing ones, and clear old stock from your shelves.   But if you approach it that way, you’re leaving money on the table. Why?   Without…

Going the extra mile is the greatest competitive advantage among all strategies.   Why?   When you go out of your way to delight your customers, it costs time and money. So most companies avoid doing it.    But if…

1. Marketing Is the Most Valuable   Skill Marketing is the ability to promote, sell, and retain customers.  Every career path involves marketing either yourself or your product.  The best businesses focus on reorders, not just orders.  2. Product vs.…

“Our business succeeds because we understand product and marketing.”   Sure.   That’s like saying the sun rises in the east and sets in the west.   Sounds smart until you remember it’s the Earth that’s moving, just like your…

1. Unnecessary thoughts that crowd the mind and steal our silence.2. Useless things that hide our real priorities3. Activities that keep us busy but bring no real growth.4. Desires that aren’t truly ours but borrowed from others.5. Opinions that shape…

 “Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs   People still think design is about making things pretty, rather than making the easy to use.

“Web users ultimately want to get at data quickly and easily. They don’t care as much about attractive sites and pretty design.” – Tim Berners‑Lee. No fluff and straight to point. 

There’s no need to complicate marketing focus only on what really matters and why people actually buy.

“Ride Your Way” means that with a Honda motorcycle, you’re free to choose your own path not just on the road, but in life.

“Dreaming of a holiday”   Nobody dreams about a holiday more than someone stuck in a soul-sucking job.

Park Assist clearly shows how difficult parking is with a powerful ad.   Parking is one of the most difficult and stressful driving tasks for many people.   How difficult is parking?   1. Surveys show over 50% of drivers…

NYFA’s line nails it: “Want to write something good for the cinema?”   A red popcorn bucket filled with crumpled paper. Perfect metaphor for every writer’s struggle.

In 2018, Burger King took a playful swipe at its biggest competitor with a creative app campaign.   The Strategy:   Using geofencing technology, Burger King targeted McDonald’s locations across the U.S. App users within 600 feet of a McDonald’s…

Seth Godin: You can’t become attached to the outcome.    Publishing is a weird business. It’s more of a hobby, and it has all these signals in it that don’t make sense. Great books don’t sell that well. Lousy books…

To promote the Deadpool movie, marketers took a bold, playful approach by bringing the character to life online in true Deadpool fashion.   The Strategy:   The movie team created a Tinder profile for Deadpool with a hilarious bio and…

Not varieties.  Not ambience.  Not pricing.  Not serving fast.  It’s taste.  When you make it HEALTHY and TASTY, you give people a real reason to talk about your restaurant with others.  But how do you make it healthy and tasty? …

Selling is only called selling when you interrupt people to say: What they need to consider Why it matters What decisions they need to make to withstand the challenges of the coming years To make them buy, you need to…

“It’s more eye-catching than the usual ‘Made with love’ or ‘Made in somewhere’ at the bottom of your website.   That little touch of playfulness makes your brand memorable and nudges visitors to take action otherwise, they’ll just keep endlessly…

It’s not their mission statement. It’s not their vision statement. It’s not their meatless purpose statement.   It’s Trader Joe’s PROMISE.   Once organizations become corporates, they completely forget how to write in simple words and how to keep their…

Speaking the truth is the single biggest form of marketing in the 21st century.   In the AI era, the value of truth is growing exponentially — faster than you can imagine.   Why?   Because it’s the same story,…

John Rush, CEO, UnicornPlatform.com Built & sold my first startup in 2009.Over the next 13 years, I invested all that money into startups.Lost money on all 30 founder/invested ventures.Still kept going.Sold my house to keep going. In 2023, I pivoted…

“You don’t start with a business idea and then try to make it a reality. You start with your reality and find business ideas that make sense within it.” – Peter Askew How do I start a business with no…

Everyone says “the offer is everything.” Cool.   But how many of you actually test:   Price anchors Payment structures Guarantees Bundles Upsells The same product, restructured, can double your profits overnight. If you’re not testing offers, you’re leaving 6–7…

Everyone talks about “great products.”Nobody talks about distribution.   The iPhone wasn’t the first smartphone.Coke wasn’t the best-tasting drink.Facebook wasn’t the first social network.   They just owned distribution.   You can have the best funnel, the sexiest design, the…

Take one task in your hand and wholeheartedly focus on giving your best without hopping onto other tasks.   Even that one task may drain all your energy, so you find yourself working on the most important things.   Examples:…

1. You shouldn’t sell a problem people don’t have. 2. If your market is crowded, you must find a way to make your product stand out, even if it is simple. 3. Product is the leading side of marketing. 4.…

Spotting an opportunity is one thing, but acting on it makes all the difference.   Seth Godin had a small box with items that reminded him of his past.   Back in 1991 and 1992, he had access to the…

No idea truly belongs to you.   Just because it comes to you doesn’t mean you’re the first to experience it.   But you can be the first to execute. And even if you’re not, who cares—do it better anyway.…

Doing marketing is the single greatest way to learn marketing.   You start with what you know—even if you think you know very little, that is more than enough to begin.   True learning happens when you test ideas with…

No one plans to:   1. Create a terrible business 2. Launch a terrible product 3. Build a terrible website 4. Design a terrible landing page 5. Write terrible copy 6. Publish a terrible post 7. Deliver a terrible customer…

1. Revenue growth – actual increase in sales over time2. Profit margin – how much money you keep after costs3. Customer acquisition cost (CAC) – cost to get one paying customer4. Customer lifetime value (LTV/CLV) – how much one customer…

Number of social media followers Number of likes or reactions on posts Website traffic (without tracking conversions) App downloads (ignoring active usage) Page views (without engagement or goal completion) Email list size (without open/click rates) Press mentions or PR coverage…

Trial and Error Approach Failed Products Failed Campaigns Poor Landing Pages Poor Sales Copy Poor UX Poor Positioning Low Email Open Rates Posts with 0 Likes Technical Issues (broken links, slow sites) Delayed Customer Service Negative Feedback or Comments Tinkering…

This is what Andrew Gould shared on X.com   On Thursday I posted about a copywriting workshop I was teaching.   It only got 30 likes. Not too good.   But the workshop sold out in a few hours.  …

“Copy is not written. If anyone tells you ‘you write copy,’ sneer at them.   Copy is not written. Copy is assembled. You do not write copy; you assemble it.   You are working with a series of building blocks,…

Failure is the new marketing. Thanks, @Mark , for showing us that failure is normal even when you have a multibillion-dollar company.

Life doesn’t ask your permission to bring you here.   So stop asking for permission—start taking responsibility, but never forget the sacrifices you need to make.   Life is the ultimate trade-off, and that is natural.

Put a price tag on it.   Create a small book to address all the questions.   Create a YouTube video if you have time.   If there is a specific need, then charge for consultations.

Knowing when to quit is a skill anybody can develop.   As far as start-ups are concerned, founders need to know when to quit  because time is precious. Seth Godin on Giving up vs Quitting One software company I used…

Speak with your product development team and ask them to list out all the they think their customers might use their product for.   Now sit with your customer service team and ask all the problems their customer reach out…