Archive for February, 2024

His USP was: “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” Ten words that brilliantly and clearly communicate two incredibly important benefits to pizza customers: he promised fresh, hot pizza delivered not quick, fast, or soon, but precisely in thirty minutes or less, all backed by his personal guarantee. This USP has made advertising history, and it fueled the growth of Tom Monaghan’s Domino’s Pizza empire. The Power […]

The process of designing a great ad begins long before the headline is written. Before your ad can come to life, you must “begin with the end in mind.” You must know what its purpose is going to be and how you are going to attract a new customer and motivate them to buy from your business.

In that time, I’ve learned a lot about why successful companies consistently hit their growth targets and why unsuccessful firms don’t. In my view, here are the eight biggest obstacles to growing a business, and what companies can do to overcome them. Lack of a Simple, Achievable Growth Objective Too many companies are content to drift along from month to month without clear direction or an overarching goal. Consequently, their […]