Being better is not enough. You must also be different… preferably radically different. Start by determining what’s unique about the expertise you have to offer. Differentiation is essential, even if it seems like every product in your category is...
While skeptics argue the popularity of tiny house living is driven by reality television and simply a passing fad, research is showing it’s a trend driven by a changing culture that’s defining how we live in the 21st century. A perfect storm of an aging...
The next battleground for homeowners’ dollars is in the future. Home automation and Internet of Things (IoT) are making their way into our homes, and some big brands are battling for supremacy. In a product category that’s based on futuristic technology,...
Ah, the good, old days of advertising. You used to be able to make unsubstantiated, but mostly plausible, claims about the capabilities of your product. You could use copy like “Twice the Coverage!” in a yellow starburst to get consumers’ attention....
Leads have existed as the heart of the sales pipeline for decades. However, prospects enter the sales funnel at different stages with different knowledge — carrying different needs. Treat them the same way and your ROI will likely decline. Buyer intent marketing...
