General Strategy

Have you heard about the concept of marketing features vs benefits? Understanding this difference is integral to effective marketing. Let’s explore the difference between a feature and a benefit and talk about which you should focus on marketing. What is a feature? A feature is a characteristic or quality of a product or service. It […]

Setting goals is integral to business and marketing success. As the end of the year approaches, it’s time to look over the goals from this year and set your goals for the new year! Why Setting Goals is Important In order to make any forward progress as a business, you must have a vision for

“Everyone” Isn’t Your Target Market If someone asks “What customers do you target?”, you might be tempted to answer “Well, everyone!” This is common thinking for many business owners. It may seem like the obvious answer for farmers because, well, everyone eats food! However, this thinking will lead to ineffective marketing. If you try to

It’s a common misconception that marketing is about tricking people into buying your product or service. We see advertisements that tell us we are need a product to look better or be happier or fit into the cool crowd. We hear of legal battles where companies are accused of claiming their product does something it