Category
4 articles
A rival's campaign can teach you plenty—if you take it apart properly. Here's a worksheet-style method for separating the strategy from the surface, then rebuilding it for your own SME.
Your best line is not immortal. It is a piece of stock: useful, valuable and quietly ageing. Here is how to spot when a campaign has gone past its best and rotate it without binning the bits that still work.
Jargon isn't just mildly annoying — it's a quiet tax on every sale you're trying to make. Here's a working translation desk for the phrases that clog up UK small business websites, plus a half-hour exercise to clear your own shelves.
Your local corner shop doesn't have a growth team, a funnel or a brand bible. It has a sign, a queue and a memory for names. Here's what that can teach your SME.