Advertising is paid communication, placed in controlled media, designed to influence a defined audience toward a specific commercial outcome. It is not marketing. It is not branding. It is one tool inside a much larger system, and conflating it with the whole is one of the most reliable ways to misallocate budget. The confusion is…
A single person audience is a strategic targeting approach where you define your ideal customer as one specific, fully imagined individual rather than a broad demographic segment. Instead of “women aged 25-44 with household income above £50k,” you describe one person: what she does on a Tuesday morning, what she worries about, what she almost…
A single person audience is a targeting discipline where you define your ideal customer as one specific individual rather than a demographic segment or broad persona. Instead of “women aged 25-44 who enjoy fitness,” you describe one real or composite person in enough detail that your creative, messaging, and channel decisions become obvious. It sounds…
A keyword research checklist is a structured process for identifying, evaluating, and prioritising search terms before you build content or campaigns around them. Done properly, it stops you from writing for keywords nobody searches, chasing terms you cannot rank for, or optimising for intent that does not match what you actually sell. Most keyword research…
A keyword research checklist is a structured process for identifying, evaluating, and prioritising the search terms your target audience uses, so you can build content and campaigns around genuine demand rather than assumed interest. Done well, it connects your go-to-market strategy to real buyer behaviour. Done poorly, it produces a spreadsheet full of high-volume terms…
A CAC calculator tells you what you spent to acquire a customer. Divide total sales and marketing costs by the number of new customers acquired in the same period, and you have your customer acquisition cost. It is a clean, useful number, and it is also one of the most misread metrics in growth strategy….
A CAC calculator gives you a number. What it rarely gives you is the right question. Customer acquisition cost is calculated by dividing total sales and marketing spend by the number of new customers acquired in a given period. Simple enough. But the number is only useful if you know what’s inside it, what’s been…
A public membership site is one where registration is open to anyone without invitation, approval, or payment. From a go-to-market perspective, that single structural decision shapes your acquisition model, your content strategy, and how you qualify leads before they ever speak to anyone in sales. Most marketers treat membership architecture as a product or tech…
A public membership site is one where registration is open to anyone, with no approval process, no invite gate, and no qualification criteria. It sounds like a growth lever. In practice, it is often a go-to-market decision made by default rather than design, and it carries commercial consequences most teams never stop to examine. Whether…
Cost to acquire a customer (CAC) is the total spend required to bring one new paying customer into your business, calculated by dividing total acquisition costs by the number of new customers gained in a given period. It is one of the most cited metrics in growth strategy and, in my experience, one of the…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice