For a number of reasons, the branding expertise creatives deploy for their clients fails to launch when it comes to their own brand and positioning.
These articles reveal these causes and explains how PinPoint Positioning provides the necessary launchpad for marketing creative services.
How Do You Sell Something as Invisible as Creativity?
One of my favorite business books is called Selling the Invisible by Harry Beckwith. The subtitle is “A Field Guide to Modern Marketing.” Of course,
Overcoming the Cobbler’s Child Conundrum: The Power of Narrow Positioning for Creatives
Many creatives grapple with a common issue referred to as “the cobbler’s child conundrum”. The excuse used to explain why their websites aren’t working optimally,
Why Creatives Can’t Afford to be Generalists
There are two reasons creatives follow the path of the generalist: an innate appetite for exploration, experimentation, and discovery, and the fear of missing out on opportunities. But creatives of all people can’t afford to be generalists.
The Terrifying Path of Narrow Positioning
In my early years as a creative entrepreneur I tried all manner of tactics to market my firm: print ads, online ads, mailers, cold calls,
