Understanding what makes your business stand out from the competition, your USP, is vital in creating a compelling marketing message. In today's online world, most people are incredibly adept at researching and comparing product and service benefits. Therefore, you need to ensure your differences (your USP) can be quickly understood...

Customer segmentation is a critical step in organising how you promote your products and services to your customers. Once you know who your customers are, you can start understanding how best to talk to your different customer types. Think about the different types of people you interact with through your...

Can you answer who is your customer? in detail and with up-to-date information? As a business owner, the answer to who is your customer? should be as easy to recall as your own name. After all, the customer is why you're in business, so everything you do should be about...