What’s the difference between a business that succeeds and one that doesn’t? How it listens to its customers. “But what if it hasn’t got any customers?”, I hear you ask. How it listens to those that want to buy from it. The only value you provide is that which your customers perceive. So how can […]
Non-corporate, non-stuffy conversion copywriting that gets your ideal client to say “yes”.
Hello, my name is Mike.
I help small business owners communicate effectively, win work with their ideal clients and turn them into long-term partners.
So what on earth is a customer avatar? It’s the kind of phrase you hear banded around all the time like ideal client profile or customer persona, but do you know what they mean? In a nutshell, it’s the client you would love to work with or to buy your product. It’s the one that’s […]
A long time ago I did a degree in history. It was — and still is — a passion. I spent time in record offices peering at microfiche copies of documents written in the seventeenth and eighteenth centuries and I loved deciphering the signs and signals that they provided. I was steeped in academia and […]
I was asked this yesterday after a presentation about how to create a customer avatar. It’s a common objection. And the answer is “I hope you do”. Aston Martin has 73 (and I’m not one of them — yet). There’s not a successful company in the world that doesn’t have more than one customer avatar. People that […]
Conspiracy theorists, got to love them. I’m not sure they’d appreciate being a source of entertainment but they’re often so irredeemable in their blinkered wrongness, what’s left to do? I’ve been doing some research for a longer article and (shh – don’t mention it) my book and I’ve come up with some corkers. Forget flat […]
Everyone’s a writer these days. Except they’re not. I’ve lost count of the number of people that have said to me over the years, “Oh, I can’t write”. Sometimes, they really can’t but sometimes they can, they just need a little help. We all make errors with our content, often because we’re just too close […]