Persuasion tactics are the specific techniques marketers use to shift buyer behaviour, from the framing of an offer to the sequencing of information to the way choices are presented. The best ones work not because they trick people, but because they align with how people already make decisions. Most campaigns ignore this entirely and wonder…
A cognitive bias list is a catalogue of the mental shortcuts and systematic errors that shape how people make decisions, often without realising it. Marketers who understand these patterns can build campaigns, pricing structures, and messaging that work with human psychology rather than against it. This isn’t about manipulation. It’s about understanding that buyers are…
Differentiating and positioning your brand means identifying the specific space in your market where you can win, and then making every commercial decision reinforce that space. It is not about a tagline or a brand workshop. It is about choosing what you will not be as clearly as you choose what you will. Most positioning…
Key performance indicators are the metrics a business agrees to hold itself accountable to. Done well, they connect marketing activity to commercial outcomes, create shared language across teams, and tell you whether you are making progress or just generating noise. Done badly, they become a list of numbers that make everyone feel busy while the…
SWOT analysis and strategic planning belong together, but most organisations use SWOT as a ritual rather than a tool. Done properly, a SWOT analysis surfaces the honest commercial picture that strategy needs to be built on: where you genuinely have an edge, where you are exposed, what the market is offering you, and what could…
Collaborative content creation is the process of producing marketing content across multiple contributors, whether internal teams, external creators, subject matter experts, or customers. Done well, it produces content that is more credible, more varied, and more commercially effective than anything a single team can generate alone. Done badly, it produces committee-approved mediocrity that satisfies everyone…
Customer needs analysis is the process of identifying what your customers actually want, what problems they’re trying to solve, and where your product or service fits into that picture. Done well, it shapes everything from positioning to product development to channel strategy. Done poorly, it produces a deck full of personas that nobody uses and…
A customer advisory board is a structured group of customers, typically 8 to 15 people, convened to give a company direct strategic input on product direction, go-to-market decisions, and market positioning. Done well, it is one of the most cost-effective intelligence mechanisms available to a marketing or product team. Done poorly, it is an expensive…
Gross Rating Points (GRPs) measure the total weight of a media campaign by multiplying reach by frequency. A campaign that reaches 40% of a target audience an average of three times delivers 120 GRPs. The metric was built for broadcast media planning and it still does that job well, but it tells you nothing about…
Competitive evaluation is the process of systematically assessing your competitors’ strategies, positioning, capabilities, and market behaviour to inform your own commercial decisions. Done well, it tells you not just what your competitors are doing, but why they are doing it, and whether you should care. Most marketing teams do a version of it. Very few…
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