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Articles by Good Company Team
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Choose Your Next Marketing Priority
Choose one marketing priority by identifying the most important customer-facing problem you can realistically address next.
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Compare Campaign Scenarios Without Inventing Forecasts
Build a small sensitivity table that shows how changing one assumption affects contribution without presenting a sales forecast.
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Write an Offer People Can Understand Quickly
Write an offer statement that makes the service, customer fit, scope and next step easy to understand.
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Connect Your Ad Promise to Your Landing Page
Check that the page after an ad delivers the same service, conditions and next step the customer was promised.
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Set a Bounded Budget for a Local Ad Test
Write an ad-test brief with a maximum spend, separate setup costs, review checkpoints and a named decision maker.
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Estimate Lead Value With Contribution, Not Just Revenue
Estimate the contribution associated with a lead using sale value, delivery costs and a clearly labeled close-rate assumption.
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Check Whether Your Business Is Ready for an Ad Test
Check the offer, destination, response capacity and measurement before committing money to a paid advertising test.
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Build a Useful Enquiry Follow-up Process
Track each enquiry with a responsible person, a useful next action and a clear condition for ending follow-up.
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Give Each Email One Main Job
Connect the reader’s need, your message and the next action before adding offers, images or extra links.
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Check an Email Before You Send It
Use a recorded pre-send check for the audience, message, destinations and mobile display of the exact email you plan to send.