Marketing
Positioning, messaging, ICP, content, SEO, conversion. The work that decides whether anything else you do lands.
Customer research for copy: where to look and what to ask
Where to find the customer language that makes copy work, plus the questions worth asking on a customer call and how to turn a transcript into copy.
How to earn trust and persuade a buyer on one page
Social proof, ratings, testimonials, risk reduction, objections and pricing psychology: the tactics that make a visitor trust you enough to buy.
Your design decisions are conversion decisions
Great copy only works if people can find it and act on it. Buttons, contrast, menus and choice counts: the design fixes that get your words read.
How to write a startup positioning statement when you only have 3 customers
How to write a startup positioning statement with only 3 customers. A founder-friendly framework for sharp positioning before product-market fit.
The 'do everything' trap: why multi-channel marketing kills early-stage B2B tech startups
Most startup marketing strategy mistakes come from running five channels at once with no positioning underneath. Here's how to pick one and prove it.
Why your startup's content strategy isn't working
Most startup content strategies fail for the same reason: they start with a channel, not a customer. Here's what to fix first.
How to define your ICP when your best customers found you by accident
Most early-stage B2B tech founders don't define their ICP: their ICP finds them. Here's how to turn accidental customers into a deliberate target.
The founder-led sales playbook: from 0 to 50 customers without a sales team
Founder-led sales isn't a fallback while you can't afford a rep. It's a strategic advantage: if you do it deliberately. Here's the playbook.
How to write a messaging guide your team can actually use
Most messaging guides collect dust because they're full of principles instead of sentences. Here's what to put in one that actually gets opened.
How to audit your positioning when something feels off
Traffic but no conversions. Demos but no closes. Often the problem isn't the product or the sales process — it's the positioning. Here's how to diagnose it.
How to map your customer journey when you have no data yet
Most customer journey frameworks assume you have analytics and months of data. Pre-revenue, you have none of that. Here's how to map the journey anyway.
How to build a content engine that runs on two hours a week
Most founders can't sustain a content strategy because it was built to run at full speed or not at all. Here's how to design one that survives real life.
LinkedIn for B2B tech founders who don't want to become influencers
You don't need daily inspirational content to make LinkedIn work. Here's the version that builds pipeline without becoming a full-time job.
How I publish one success story every single week (and how you can too)
Since April 2025, I’ve published a new case study every single week. That’s nearly 20 unique customer stories that our sales team can use daily to book demos…
Top 3 Tools for Building Your LinkedIn Personal Brand
LinkedIn has become the place for entrepreneurs, sales leaders, and managers to showcase expertise and grow their networks. But consistently creating quality…
Some thoughts on business and marketing
With AI rapidly taking over many of our tasks, I believe it’s more important than ever to stay focused on what truly matters and what is the right way of…
Apply These UX Laws to Increase Your Conversions
Optimising conversions has a lot to do with creating a better user experience. Follow these 10 UX rules to improve tour website’s conversion rate.
How to Do Target Audience Research in 3 Simple Steps
Target audience research is an often overlooked yet crucial phase of any website copy project. Figuring out how to do audience research won’t only help you…
Ultimate SEO Guide for Beginners
The Ultimate SEO Guide For Anyone Who Finally Wants To Understand How It Works Discover everything from basic SEO strategy to advanced tips that will help you…
Why Your Startup Content Strategy Fails and How To Fix It
A deep dive into startup content strategy: my experiences of why startups fail at content marketing, where things go wrong and how to fix it.
How to Start an Interview Podcast
Tips and tricks on how to start an interview podcast. Based on my experiences, conversations and reading of relevant books.
27 Writing and Book Marketing Ideas for Your First Bestseller
27 writing tips and book marketing ideas for those struggling to turn their first book into something tangible and worth buying.
From Niche to Personal Brand
Niches are a blessing and a curse. Finding their niche has been a welcome boost for many creators. But for how many has it been a roadblock? How many gave up…
Creating A Landing Page — Community Tips
Tips from marketing experts and the community on creating a landing page that will sell and won’t scare away the readers.