Your point of difference matters, but don’t make the mistake of picking someone else’s point of difference, or thinking that it has to be a very sterile listing of your qualifications. Your point of difference should not be hard work or involve a lot of set up, it should be about emphasising you, your business and things that already exist.

The first step in marketing is not to ask an expert or to Google what works, the first step is to understand your own statistics from your own platforms.

Why would I delete half of my mailing list? Partly to avoid the spam vortex.