Looking for the right audience? Start with a better story.
Marketing
11 articles
How to photograph your product for Instagram
You do not need a studio, and the studio look is wrong for Instagram anyway. What you need is a window, a piece of white card and a repeatable way of framing the shot.
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LinkedIn, for founders who are never going to post every day
Most LinkedIn advice assumes you will post five times a week forever. You will not. Here is what actually works at one post a week, and what to do with the other four days.
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Instagram for things you can hold
Beauty, coffee, wearables. What to actually post when the product is physical, why the flat lay stopped working, and how to tell a hundred thousand views that sold nothing from a thousand that sold out.
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How to get your product into shops, and what to do once it is there
Independent retail is the most underrated channel a small physical brand has. How to approach a buyer, what margin they expect, and why getting on the shelf is the easy half.
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Shooting your own product photography, with a phone and a window
You do not need a photographer to sell a physical product online. What actually matters in a product photo, the setup that costs under £30, and the shots every listing needs.
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What to do in the week after an event
The evening is the easy part. Almost everyone wastes the seven days that follow, which is where most of the value actually was.
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One piece of content, eight places
Writing more is not the answer when nobody saw the first one. Here is how to get eight uses out of a thing you already made.
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Nobody reads your launch post, and that is fine
Launches feel like the moment everything changes. They are almost never the moment anything changes, and planning around that makes them work better.
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How to write a cold email that gets answered
Most cold email is bad in the same four ways. Fixing those gets you from a two percent reply rate to something worth doing.
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The landing page test that takes ten minutes
You cannot see your own page any more. Here is a way to find out what a stranger takes from it, without a research budget.
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How often to post, and what happens when you stop
The honest answer is less often than the advice says, and far more consistently than you are managing now.
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