Author

Laura Smous

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You’ve probably heard of the phrase, “Shoot for the moon — even if you miss, you’ll land among the stars.” An uplifting sentiment, but it definitely doesn’t apply to your marketing strategies. It’ll be like shooting into the black abyss of space if you can’t define who your target audience is. One of the essential first steps in business is understanding the people who are interested in your product or service, and where they come from. This…

You’ve probably heard or seen the term ideal customer profile (ICP) thrown around at some point and get the general gist of it. An ICP is a hypothetical customer who would get the most out of your product or service. In a lot of cases, the ICP is either poorly understood or vastly underdeveloped. For more qualified leads, improved user experience, and overall lifetime value (LTV), follow the guide below. The Dreaded “Optionality Tax” Before…