How many buyer personas do you actually need?
If your message sounds good but still isn’t converting, you probably don’t have a copy problem. You have a persona problem.
Why buyer personas fail and what to do instead
The buyer persona didn’t die. The lazy, demographic-driven version did. Here’s what’s more helpful than “Sales Sally, 25, glasses, no kids.
From VoC research to copy that converts
Most businesses collect customer insights but use them the wrong way. Here’s how to tell the difference and write messaging that actually resonates.
Why Great Reach Doesn’t Fix Bad Messaging
Two marketers. 40,000 combined followers. Six registrants. Here’s the positioning mistake we made and the simple litmus test that reveals whether your messaging is working against you.
Your content problem isn’t what you think
You don’t have a content problem. You have a positioning problem. When you’re unclear on what you stand for in the market, no content calendar or AI tool will save you.
Stop quoting your customers
Collecting customer quotes isn’t a strategy. Learn how to translate Voice of Customer data into copy that moves buyers from “I think so” to “this makes sense.
Voice of Customer (VoC) strategy for B2B businesses
Most businesses collect customer quotes. Few know how to interpret them. Learn how Voice of Customer data reveals the real friction slowing your B2B sales.
Voice of Customer: the research process behind messaging that converts
Most brands have a trust problem, not a visibility problem. Here’s the Voice of Customer research process that builds messaging buyers believe.
Why articulating your unique value is so hard–and how to get started
Lived experiences and stories shape how you position your brand’s unique value. Learn how to find the throughline that sets you apart.
The proximity trap (why referrals aren’t enough)
Manufactured, borrowed, or earned—which type of trust is driving your business? (Hint: only one scales.)