A Smart Bear: On Marketing

Many startups fail despite identifying a real problem and building a product that solves that problem. This explains why, so you can avoid their fate. —April 2023 | 6,800 words.

This simple method positions your product to be more valuable, especially against competitors who aim to disrupt you, or you them. —June 2023 | 3,800 words.

Targeting your “Ideal Customer Profile” (ICP) is the best way to differentiate and win sales, but does it limit your target market? —January 2024 | 2,800 words.

It’s lazy writing. It’s boring and undifferentiated. Say something meaningful, specific, evocative, so your website wins, and you can be proud of it. —July 2024 | 1,200 words.

We invented this strategic exercise at WP Engine – engaging both Marketing and Product, generating actions for both sides that make products more desirable and competitive. —June 2022 | 3,200 words.

When you’re brand new, how do you select your first marketing channel? —February 2025 | 1,200 words.

Bootstrapped and unsure about CPC? Use the rule of ARPU/25. —April 2013 | 1,300 words.

Want to write better? Swap generic words for specifics to make your text clear, powerful, engaging, and even funny. —March 2011 | 1,000 words.

A/B tests and accumulating Twitter followers is not a marketing strategy, just as “we’ll use salt and cheese” isn’t a recipe. —October 2010 | 1,800 words.

It is true that small changes can have enormous effects? Or is this just what optimization consultants want us to believe? —March 2010 | 1,000 words.

Elevate your product marketing: Use the Opposite Test to avoid generic bullet points and craft compelling, unique features. —April 2008 | 1,000 words.