“Everyone should buy my product,” is the answer we often hear from both startups and seasoned marketers when we ask about their target audiences. But marketers rarely have enough time and  budget to market effectively to everyone. Here’s 6-step method to crush your marketing goals with smarter targeting.

The television series Burn Notice features a spy, a retired Navy SEAL and a former IRA operative working together as unlikely do-gooders rescuing underdogs and making bad guys quake in their boots. While the characters run full-tilt into danger (like most reasonable people won’t) they offer lessons every marketer should take to heart.

"We don’t have budget for advertising. We just need to get our name ‘out there.’” We hear this from small organizations a lot. There's little budget, but they still expect measurable results from a single marketing investment or activity.

But occasionally throwing your name—your brand—“out there” doesn’t do anything to build trust, loyalty or brand equity.

An increasing number of brands are trying to push themselves into people’s faces. They think this approach will move audiences to their way of thinking. Instead, it does just the opposite. Here are 3 places where it happens and what to do instead.

COVID has challenged us all in many ways. One of the many areas slapped squarely in the face is customer experience. Experience is more than service, and is a differentiator for brands. It’s more than saying thank you or delivering a purchase promptly.

My mother has an irresistibly cute pet rabbit named Bandit. She’s trained him to perform a few tricks, and it turns out that he’s much smarter than anyone thought. Each day at 3:00pm, Bandit expects a baby carrot. And if a carrot isn't promptly provided at the appointed time, he makes enough racket in his cage that he can’t be ignored.

The new year is sure to be filled with opportunity if we plan. Yes, I said it. If we plan. Though you may not be able to hold a traditional retreat, here’s inspiration for a virtual event that gets everyone connected and moving your company to new heights.

 It's as easy as 1-2-3.

Zombies have much in common with angry current and former employees. They can decimate a brand as quickly as a village in your favorite horror movie.

Watch for the warning signs or it may be too late.