by Peter Sandeen | Jun 7, 2019 | Value Propositions
Like many others, I learned as a kid that playing it safe is safe. Taking risks is risky. And if safe is “acceptable” or “good enough,” you shouldn’t take risks. Showing what makes you weird is risky. But it feels much riskier than it really is.... 
by Peter Sandeen | May 24, 2019 | Value Propositions
Defining your target customer is typically the first step when planning marketing. And that’s been the case for decades. The traditional approach to targeting hasn’t changed much. Ask anyone with a traditional marketing or business education, and they can recite the... 
by Peter Sandeen | Apr 19, 2019 | Conversion Optimization
Effective copywriting, almost regardless of what type of marketing text it is, follows the same structure. Read almost any effective sales page, advertisement, or email, and you see the same structure in use. There are other effective copywriting options. But... 
by Peter Sandeen | Mar 1, 2019 | Marketing Strategy, Value Propositions
The best question in marketing is “so what?” You can solve a problem. Cool. So what? You can help people reach a goal. Nice. So what? What more do people need before they’re at the point they really dreamed of when they bought from you? Why should they really care... 
by Peter Sandeen | Sep 7, 2018 | Marketing Strategy, Short posts
A time-limited offer can be incredibly effective. They have a few problems, though. One of those is that people who miss the offer can feel disappointed. There are ways to turn that disappointment into something that drives them toward buying quickly (which is a topic... 