Marketing

Match your distribution channel to your buyer type -- five channels for five distinct customer pr...

A B2C alternative to the chasm model that drives consumer technology adoption through four interl...

Navigate five distinct phases of technology market evolution from early market through tornado to...

Position disruptive products at the intersection of an established market alternative and an inno...

A two-sentence positioning formula that forces clarity on target customer, competition, and diffe...

Navigate four domains of competitive value to position your product correctly for each stage of m...

Use each conquered niche segment as leverage to knock over adjacent segments and build toward mai...

A nine-factor scoring system for evaluating beachhead candidates and screening out segments with ...

Use scenario-based profiling to select your beachhead segment when you have high risk and low data.

Close the gap between your marketing promise and the buyer's actual experience by delivering the ...

Cross the chasm by concentrating all forces on a single niche market, dominate it, then expand ou...

The fatal gap between early adopter enthusiasm and mainstream market adoption that kills most tec...

Map your market by understanding the five psychographic profiles that determine how technology ge...

Understand how packaging, context, and framing secretly shape every judgment

Five almost-free steps to implement your brand message and grow revenue

Five things every website must include to convert browsers into buyers

Address external, internal, and philosophical problems to create irresistible brand promises

Seven story elements that clarify your brand message so customers listen

Creating a spectacle around a launch

Grow Your Audience

Industry influence on behavior

Understanding customer loyalty

Make content humans want

Engineer organic user acquisition by making every product use an act of marketing

Define your audience by shared values and passions, not by age or zip code

Combine authentic promotion with valuable work to build an audience without paid advertising

Build anticipation like a blockbuster movie premiere for maximum launch impact

Create a shared identity for your community that transforms followers into a tribe

Share behind-the-scenes processes to build appreciation, trust, and insider connection

Rally your audience around a time-bound shared challenge to forge deep community bonds

Give your audience a small, fast victory that hooks them into wanting more

Move people through four stages from casual visitors to devoted superfans

Ten tested principles for turning web traffic into leads and sales through high-converting pages

Map your audience's beliefs, desires, and feelings before writing a single word of copy

Score every headline on urgency, uniqueness, ultra-specificity, and usefulness before publishing

A five-step formula that moves readers from attention to action through structured persuasion

Convert all traffic into traffic you own so you control your destiny

Earn free traffic through relationships, then scale with paid ads

The three-part formula behind every successful ad, funnel, and sale

Stop creating traffic; tap into audiences that already exist

Understand your ideal buyer better than they understand themselves

FREE is not just a price -- it is an emotional trigger that overrides rational calculation

Introduce an inferior option to make your preferred choice look irresistible

Win customers by teaching everything you know instead of outspending competitors

Build free tools and microsites that generate leads as long-term marketing assets

Design, measure, and optimize the self-reinforcing cycle that turns customers into recruiters

Run cheap, fast, quantitative tests to find which channel can move the needle

A complete taxonomy of every way a startup can acquire customers

Find your one best traction channel through systematic brainstorm, test, and focus

Build a saleable personality into your product that fulfills the desire for self-expression