by Peter Sandeen | Jun 7, 2024 | Value Propositions
When I got into marketing, I started by learning copywriting. To my surprise, I was naturally good at it. I was soon writing sales pages for marketing companies that already had good sales pages. They’d test my version against their existing page, and I got paid when... 
by Peter Sandeen | May 8, 2024 | Smart Business, Value Propositions
Everyone wants to develop a strategic advantage. Yet, few people could articulate what that would mean in practice. They might think, “I know a strategic advantage when I see it.” However, even if that’s true, it doesn’t enable them to create one. Most companies spend... 
by Peter Sandeen | Apr 26, 2024 | Value Propositions
Many companies struggle to create believable messaging. Few people directly tell you that they don’t believe your marketing. Yet, you know they don’t trust your messaging blindly either. It’s likely one of the main limiting factors of your marketing results. The... 
by Peter Sandeen | Jan 23, 2021 | Value Propositions
The best branding advertisement of 2020 (that I saw) was made by Lego for the Christmas season. Although I rarely recommend making branding advertisements, there are some situations where they can be effective—when done well. Lego’s ad was a great example of a... 
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... 