Category Archives for "Marketing"

Why is marketing overwhelmingly complicated?

One of the contradictions of marketing is that marketing itself is simple, but getting anything done is complicated. It feels like things should be getting less complicated over time. Modern tools have removed the need to learn PHP, HTML and CSS. Landing page builders have democratised web design (thank God). It’s never been easier to […]

Continue reading

The problem with benefits

Marketing 101 is to convert features into benefits. A feature is what your product or service does. A benefit is the implication for the person buying it. The trouble is, benefits come with multiple layers. You can always go a level deeper by asking “so what?” If you ran a podcasting service, a handy feature […]

Continue reading