My Blog

The temptation to cast a wide net, hoping to attract as many customers as possible, is strong. However, a large pool of potential customers is not as effective as a small pool of prospects who are closer to making a purchase. To begin, it’s important to have a clear picture of who your customers are.…

In the world of business, one of the most critical factors for success is having trustworthy partners. These partners play a pivotal role in shaping your company’s future, influencing decisions that can lead to triumph or disaster. Trust is the foundation upon which any successful partnership is built. When trust is absent, the consequences can…

With 20 years of experience in the marketing world, I’ve seen firsthand how challenging it can be to engage customers in a meaningful way. Engagement signifies that a company has not only captured attention but also fostered a deeper connection with its audience. Yet, the road to engagement is fraught with barriers—skepticism, competition, and an…

Rosser Reeves was a pivotal figure in the advertising world whose contributions significantly shaped the mid-20th-century advertising industry and laid foundational principles that continue to influence marketing and branding today. Reeves is best known for developing the Unique Selling Proposition (USP) concept. Reeves joined the Ted Bates & Co. advertising agency in 1940, eventually rising…