Marketing

How to Write Your Mission, Vision, and Values Statements

Collectively, your company’s mission, vision, and values statements will serve as steady focal points for you to return to whenever you or your employees get... Read more

DIY Product Photography: Getting Your Equipment Together

It's absolutely possible to create stellar product images without breaking the bank on expensive equipment... but you'll need more than a camera for this undertaking. Here's a catalogue of items to gather for your "photographer's toolbox"—including a comparison of DSLR and smartphone cameras. Read more

Introducing Brand Positioning

A brand's position is a collaborative creation: It's everything a company does to create a unique impression of itself for consumers, plus all the ways its market perceives those efforts. To improve market perception, you've got to know the elements of a successful positioning strategy. Read more

Creating Your Customer Persona

A persona is a semi-fictional representation of your real prospects and customers, based on insights and real data from market research. It's an essential tool for empathizing with your target market: what they hope to accomplish, what goals drive their behavior, what factors cause them to buy. Know where to find the data to build them and what details to include. Read more

Defining Your Company’s Mission, Vision, and Core Values

You can't properly position your brand until you're clear about what your company stands for—the values you want to abide by for the long-term. Mission, vision, and values statements give your company a shared worldview and purpose that will serve as an anchor through both the monotony and chaos of running a business. Know how to make yours effective. Read more

Coming Up with Your Company’s USP and Value Proposition

When done well, value propositions and unique selling propositions will shock your prospects awake by helping them realize they have a pain point they didn't even know needed solving. They're the two most significant tools you have to explain to your prospects why they should do business with you. Read more

Writing Your Brand Positioning Statement

Your brand positioning statement is like the concentrated crystals that remain at the bottom of the glass after you've mixed all the above research and writing together and let them sit... until all the non-essentials evaporate in the sun of Contemplating Your Business Purpose. It will ultimately support all your marketing messages and bring clarity to all your sales strategies. Read more

Implementing Your Brand Positioning Strategy

Now that your brand positioning statement is in place, it's time to turn that all that writing into a real-time strategy—to live and breathe the claims you've made. Brand rollout entails socializing your positioning internally, mapping touchpoints, determining your brand's voice, attending to your digital presence, and creating a style guide for your teams. Read more

Introduction to Market Research

The term "market research" describes the whole collection of strategies used to gather information about your target market, your industry, and your business: It answers virtually every question you might ask concerning these things. Learn in detail what it entails, what its benefits are, and when to conduct it.  Read more

Conducting a Situation Analysis: The SWOT Analysis

A SWOT analysis is a type of situation analysis that asks you to identify your business' strengths, weaknesses, opportunities, and threats—giving you a broad sense of where you stand, and ultimately, helping you home in on a topic for your market research. Learn how to conduct a powerful SWOT. Read more

Using Your SWOT Analysis to Drive Your Market Research

The term "market research" research describes the whole collection of strategies used to gather information about your target market, your industry, and your business: It answers virtually every question you might ask concerning these things. Learn in detail what it entails, what its benefits are, and when to conduct it. Read more

Conducting Competitor Research 

You know as well as we do how crucial it is to know your competition intimately: How can you make decisions without understanding the broader realm in which your business operates? Learn how to identify both direct and indirect competitors... and where to go to find out as much as you can about how they operate. Read more

Resource List for Secondary Market Research

Secondary market research is already-existing market data compiled by entities such as trade associations, government agencies, and chambers of commerce. It will help you discover things like market saturation, consumer behavior, demographic characteristics, economic conditions, and much more. Know where to look. Read more

Conducting Primary Market Research

Now it's time to drill down into your particular offering, and your particular market segment. Primary market research is a group of methods that let you get information directly from the source: your prospects and customers. Learn the leading methods, how to choose which one is right for you, and how to select the right participants. Read more

Creating a Killer Market Research Survey

We don't have to tell you that consumers have strong opinions. Market research surveys give them a formal channel through which to express them. Learn about available channels for survey distribution, the difference between qualitative and quantitative questions, best practices for surveys, and how to analyze the results. Read more

Using In-Depth Interviews and Focus Groups for Your Market Research

While surveys are primarily useful for quantitative research, interviews and focus groups will get you deep, qualitative insights about your market—the juicy, subjective, emotional "data." Learn the advantages of these two methodologies, when to choose an interview (and when to choose focus group), and how to prepare for them. Read more

Best Practices for Moderating and Analyzing Interviews and Focus Groups

When conducting interviews and focus groups for your market research, you'll be working within a time constraint. How do you make the most of that brief—but crucial—encounter with representatives of your target market? Here are strategies for facilitating the conversation and for analyzing the experience afterward. Read more

Conducting Observational Research for Your Business

Observational research refers to the wide range of methods used to collect information on your market by "watching" consumers act in natural or contrived environments. It measures behavioral data directly and unobtrusively. Learn about the available types of observational research to determine the best method for your business. Read more