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I had a client of my marketing consultancy once who was a therapist. She was kinda punk rock, and didn't really want to work with "squares" or uptight people. She came to me with help to define her marketing message. So I came up with: Your fucking therapist. Adding "fucking" in there put-off the people she didn't want, and made the people she DID want as clients flock to her. She doesn't even print cards or have a web site any more. She doesn't need them. (Note: No, don't bother Googling that or her. That's not the literal tagline I came up with, but it's close enough to make the point.)