Why 'Health-Conscious Adults 25-55' Is Not a Target Audience
I've read hundreds of client intake forms in my career. The answers almost always say something like 'health-conscious adults 25-55 who are looking to improve their wellness.' It sounds like an answer. It is not targeting.
The Hidden Cost of the First 60 Days
There's a number almost nobody tracks. And it might be the most important number in the business. It's the cost of the first 60 days of every new client engagement.
What Your Intake Form Is Really Telling You
Your intake form isn't failing because the questions are wrong. It's failing because you're asking the right questions to the wrong person. Your client doesn't have the answers you need.
The Question That Separates Agencies That Keep Clients from Agencies That Lose Them
Over 25 years, I noticed a pattern. The agencies I kept and the agencies I replaced weren't separated by talent. It came down to one question.
Why Your Best Campaign Can't Fix a Targeting Problem
A genuinely talented media buyer, running technically excellent campaigns, producing mediocre results. Not because they're doing anything wrong. Because the foundation is wrong.
What Brand Leaders Actually Want from Their Agencies
I'm going to tell you something that most brand leaders will never say to your face. What brand leaders want from their agencies is not what most agencies think.
Why One Analysis Isn't Enough: The Case for Running 20
One analysis, no matter how smart, is still one perspective. And one perspective is a dangerous thing to bet a launch on. Here's why I became obsessed with a process that doesn't rely on a single point of view.
The Difference Between a Persona and a Golden Avatar
Every agency has buyer personas. They have names like 'Wellness Wendy' or 'Fitness Frank.' And they're almost completely useless for building a campaign that actually converts.