Who Wants to be Targeted? Captured? Converted?

Businesses that are trying to generate sales use words like “Target” and “Capture” and “Convert.” It is a very one-sided mindset. And in my opinion, quite dangerous and short-sighted. You might as well just tie me to a chair, force me to watch your ad, and wrestle my wallet out of my hand. Is that how to create a happy…

Read More→

Reaching the Right Audience

It happens at least once per week, if not more. A friend, colleague, client or prospect asks for the silver bullet. “How do I reach my target customers?” The typical answer (old) is to buy a lot of ads in hopes that millions of people will see them and somewhere in the millions, your target audience will respond. Don’t have…

Read More→

Extra Step: Purpose

I work with lots of clients on their website strategy. All too often, they want to rush ahead to the visuals. The most crucial step before going to the design is to define the purpose for the site. The problem is that clients create a broad definition of the purpose of the website. Typical example: Generate sales leads Provide customer…

Read More→