Marketing that earns attention

Expert Marketer is about the basics of marketing that works: a clear offer, a specific audience and a message people remember.

Good marketing starts with the offer. If what you sell solves a real problem at a fair price, every ad, page and email after it gets easier.

Pick a specific audience before you pick a channel. A message written for one kind of customer reads as if it was written for them, and a message written for everyone reads as if it was written for no one.

Own one idea. The businesses people remember are known for one thing, said the same way every time.

Measure what each effort brings in. Count the calls, form fills and sales that come from it, then spend more on what pays and stop what does not.

Guides on offers, positioning and measuring results are on the way.