More communication will not repair an undecided strategy.

The problem

The visible symptom is not always the cause.

Content cannot replace a clear market position and credible reasons to choose. Decide what matters before choosing the format.

More marketing activity does not repair an unclear offer or disconnected commercial process.

The direction

Make the business easier to understand, choose and operate.

I examine economic impact, constraints, customer value, positioning and the route to purchase before proposing new execution.

Describe your business, the problem and what you need to achieve. I personally review your situation before proposing a conversation.

Commercial diagnosis

A message has one dominant function

Communication should primarily inform, convince or convert. Trying all three at once destroys hierarchy and makes the buyer do the interpretive work.

Commercial diagnosis

Consistency does not require identical copy

Site, social, presentations, ads and sales may use different formats but must express a common position, offer and decision criteria.

Commercial diagnosis

Diagnosis, consequence, direction, action

Start with a real problem, show its consequence, establish a useful direction and close with one next step rather than generic slogans.