Marketing best practices

Use when planning or reviewing marketing strategy, campaigns, or go-to-market messaging.

Mental model

• Marketing is about connecting the right offer to the right audience with the right message, channel, and timing.
• Start from customer understanding and positioning, not from a list of tactics.
• Good marketing is measurable, repeatable, and aligned with the actual product and funnel.

Audience and positioning

• Define who the audience is, what problem they have, what alternatives they already use, and why this offer should matter now.
• Keep positioning clear: what category you are in, what you are best at, and what tradeoffs you embrace.
• Do not market to “everyone”; broad messaging usually means weak messaging.

Offer and messaging