Strategy
USP help for a writer
Wednesday, July 2nd, 2008A colleague of mine from MyGenius posted a message asking for help with her Unique Selling Poing (USP). Unfortunately I didn’t get what makes her different/unique. Copy editors and writers are actually a dime a dozen these days. You’ve got to hook people into coming to you and not wanting to go anywhere else.
To market luxury goods, don’t sell to the wealthy
Thursday, May 8th, 2008Yup. You read the headline correctly. If you are selling products and services considered to be mainline “luxury goods”, your target market is not necessarily the wealthy; your target market could well be those who want to appear wealthy. There is a difference - and you ignore it at your peril.
The Kinky Boot Factory
Monday, May 5th, 2008A while back I watched a late movie about, well, a shoe factory that decides to diversify its range to keep going… by making high-heel boots and shoes - for men.
The film, called Kinky Boots, was made in 2005 after the real company, W.J. Brooks, was the subject of one of the episodes of BBC […]