If strategy is a business fathoming the best way to get target customers to do what they want them to do, most businesses don’t have one. Or if they do, it’s not very interesting. So it’s weak.

That’s our opportunity of course! Just don’t be boring.

One strategy is not enough though. You need five strategies. Because you have five types of customer. They are:

1. Core customers (currently buy only from you and in patterns that you understand).
2. Development accounts (buy mostly from you).
3. One-off customer.
4. They know you exist, but haven’t bought.
5. They don’t know you exist, but should.

Your five separate strategies must:

1. Turn a 5 into a 4.
2. Turn a 4 into a 3.
3. Turn a 3 into a 2.
4. Turn a 2 into a 1.
5. Keep a 1 a 1.

Pop all that on a whiteboard. See how you go. Because even if you do have a strategy (definition above), one strategy is not enough. You need five strategies. Because you have five types of customer.

Good short-form writing is like a perfect, nine dart finish.

Each sentence is one sharp, meaningful, stand-alone point.

A point that relies entirely upon, and flows seamlessly from and to, the sentence immediately before, and the sentence immediately after.

Eye’s wide and piercing, you must hear the ‘thud’ of the points you want to make – actually land.

With perfect pace, absolute clarity – and precision.

And even with really short stories, you should know the one thing you want the reader to remember, just as the world-class darts player is calculating the precise numbers needed.

In fact, to achieve perfection – and remember, nine darts cannot be bettered – you have to start with the exact same focus as you end.

So when it comes to that which you want the reader to remember above all else, you might even want to repeat it.

Good short-form writing is like a perfect, nine dart finish.

Me: Do you like writing?

Them: Not really.  I have ideas and opinions but no, not really. I compare myself to others like me, that write about the subjects I want to write about. I think so many of them are so well read. More well read than me. I try to get my style like their style, but it’s hard.

Me: Do you think you’d like writing if you didn’t compare yourself to others like you, that write about the subjects you want to write about? And just write in your own unique style about what you actually think?

Them: Course!

Me. Just do that then.

Them: Oh. OK.

Talking with a founder about their business can feel like talking with a mother or father about their child. So to avoid emotion getting in the way of what must be done. Sometimes. Instead of saying the thing that must be said. I get the founder to say it instead.

I recently asked a new client to tell me aaaaaall about their business. Everything. Then, I shut up and listened. For ages. Once done, I said,

“Right! Let’s break that down into two areas. Mechanics. And Magic.”

“Sorry?” They replied.

“Mechanics” I explained, “Is how the business machine whizzes and whirrs and actually works. Magic is the bit that makes you and your customers genuinely emotional. It lights you – and them – up. Like first love did. It’s wonderful. Now – mechanics first!”

And off they went. Eyebrows down. Gesticulating. Telling me how every cog fits, drives or is driven by every other cog.

“Thanks. Now… the Magic!”

“Yes!” They started. Eyebrows up and expectant. Until…

“Err. There is. No. Magic.”

And the work began.

Talking with a founder about their business can feel like talking with a mother or father about their child. So to avoid emotion getting in the way of what must be done. Sometimes. Instead of saying the thing that must be said. I get the founder to say it instead.

Today, I’m in London with a brand I’ve been Brand and Marketing Director for, for 10 years. Two days a month.

For the last four years, I’ve done a to-camera PR piece. I always address the most important question about ANY short video and that is, of course, ‘What’s the one thing I want them to remember?”

In 2022 it was one word. Surety.
(Most people think they’re covered. Others – they know).

In 2023 it was Better Informed Means Better Protected.
(We have more data than anyone. So we protect better than anyone).

In 2024 it was We’re Pulling Away.
(Because of 3 ‘I’s’ – Insight, Infrastructure and Interpretation – our lead gets ever-bigger).

In 2025 it is From Client Number One. To World Number One.
(The zoomed-out story of how we got here).

3 THINGS.

1. The most important question about ANY short video is, ‘What’s the one thing I want them to remember?”
2. When you are a brand, you really only ever have one thing to say.
3. Find short, memorable and compelling ways to say your one thing. Over and over.

Happy Wednesday.
(From London).

I don’t know what it is called. The ability to know what to copy and what to do the exact opposite of in business. But this ability, I think, sorts ordinary businesses from great brands.

I think it’s to do with letting your personality shine through. Blended with thinking deeply about how every decision you make, makes customers feel. Here’s an example.

If I were a coffee shop, I’d want to understand how a range of world class baristas do what they do. To look for both patterns and individual flair. I’d grow from that.

But I’d also do the exact opposite of the signs that say,

‘TOILETS ARE FOR CUSTOMER USE ONLY’

Because I’d have signs that say,

“Want a wee? Oh, go on then. Buy a coffee next time though please. Because once you do, we know you’ll not go anywhere else.”

Or something like that.

I don’t know what it is called. The ability to know what to copy and what to do the exact opposite of in business. But this ability, I think, sorts ordinary businesses from great brands.

I was reading something on LinkedIn recently (about Kinloch Anderson). A nice chap I know (Simon Cotton) had commented, ‘Lovely idea’.

And you know what, it was a lovely idea.

I smiled though as a new thought popped into my head a few seconds later.

Simon’s ‘Lovely idea,’ comment, I thought to myself, ‘…is two compliments.’

For a business to have, and to execute fully and well, an idea of any sort is extremely rare.

But a ‘Lovely idea.’

That’s rarer still.

Twice this year I’ve received messages (something like):

“I unsubscribe from most things except yours (and Seth’s)!”

I wonder if Seth gets this message:

“I unsubscribe from most things except yours (and Mychael’s)!”

Just curious.

Read your own stuff. The stuff you write about your own business. It’ll be one of these two things. Persuasion. Or Position.

Persuasion. This is you telling me how experienced, great quality, qualified, customer led, big, friendly, progressive, passionate, curious, driven and committed (etc.) you are. So the same as everyone else that has no opinion to express, that doesn’t know why they are different and better, and that doesn’t know what is most important to their audience.

OR

Position. This is you telling me what you believe in. In your heart. Your opinion. It’s describing the valuable change you’re dedicated to making, in a way only you can. So that – if I believe in the change that you believe  in – I’ll come on the journey with you. To help you make the precise and ownable change happen.

Position beats Persuasion. Always.

So if you’re saying all the wrong things, please stop marketing. Pause. Save your money. Go for a loooong walk with a nice coffee and remind yourself why you started this thing in the first place. Take a pad and a pen (not your phone). And write things down. Shake your head and smile to yourself about how daft you’ve been to ever forget what lit you up – right at the beginning.

And start again.