Usable Marketing

How great companies inspire customers and clients to take action. If you’re not clear about WHO you want to help or guide, they won’t be clear or confident that YOU are the one that CAN help them. It’s a common mistake. The Ultimate Persona Template will help you fix it. But before we jump into the Ultimate Persona . . . Why start with Who? 1. You get to pick whom you’re going to serve. You can serve few, or you can serve many? For example, I’ve spent most of my consulting career serving the few, at high ticket prices. But I also loved teaching at Cal Lutheran, and then UCLA. Now I’ve taken my love of teaching and absolute passion for helping growing businesses...  2. Knowing WHO with specificity gives you all sorts of answers about what they’re really looking for . . . and Bingo, that’s your Why. Let me give you an example. Recently I started buying very expensive dog food. In fact, it’s not dog food, it’s human food balanced especially for dogs. The reason I started this is because one of my dogs go