Category Archives: Basic Business Concepts

Product Funnel

Product Funnel A product funnel is a marketing strategy. It’s based on the notion that the best prospects for future sales are people who have bought something from you in the past. It’s not entirely restricted to sales, of course, and that’s why your e-mail list is your most important marketing tool. Every time we […]

Buyer’s Journey

Buyer’s Journey Every time I talk about the Know-Like-Trust paradigm, I feel compelled to state that it’s a simplification of the Buyer’s Journey. That’s because the journey from random stranger to repeat customer is long and nuanced. Know, Like, and Trust aren’t simply switches you can flick. They all take time, and they all take […]

Know-Like-Trust

The Know-Like-Trust paradigm is a way of looking at business based on three fundamental realities. Nobody can buy from you if they don’t know who you are. They won’t buy from you if they don’t like who you are, and if they truly trust you, they won’t even think of buying from someone else. Since […]