From time to time I post articles here with new ideas, insights, or information around how to build and grow a business that matters – using your expertise.

If you own or run a business, or you do any marketing, you probably know how hard it can be to cut through and get attention in a competitive market. So how do some companies get their market raving about their product or service? Guy Kawasaki was the chief evangelist for Apple, back in the […]

  By Lauchlan Mackinnon, August 29th 2019. A Bit of Background … In my last post, Rethinking Ikigai: How To Find Work You Love And Make A Difference, I took a deep dive into examining a common vocational planning tool – the Ikigai diagram. I pointed out that the Ikigai model was created by taking […]

If you are in business for yourself, you do marketing – in some form or another.

So do your competitors.

But what gives you a competitive advantage in your marketing?

One answer is provided by Gabriel Weinberg and Justin Mares, in their book Traction: How Any Startup Can Achieve Explosive Customer Growth.

Weinberg and Mares teach a way to think differently about your marketing than your competitors do.

The crux of the approach is to think carefully about your marketing channels in relation to what you have used and what other people use in your industry – and then add different marketing channels to your mix.

The book was originally written for startups, but the ideas apply for any business.

The Short Version:

To differentiate yourself and scale out your marketing, apply the Bullseye model:

1. Identify all the possible marketing channels that you could use
2. Test the most promising marketing channels
3. Optimise and scale the marketing channels that worked best

But how exactly does the Bullseye model work?

Can the bullseye model be extended and improved?

And what are the 19 marketing channels used by startups?

Read on to find out.