Reading Time: < 1 min When you have a product or service for sale, your main goal is generally for people to exchange money to acquire what you’re offering. They key to remember is that your product needs to literally be the best use of their money in that time. Whether you’re selling a $2 soda or an $80,000 car, […]
Marketing
More data = less value
Reading Time: < 1 min Our agency is a big believer in data. We track website metrics, social media metrics, email marketing metrics, and pull in great tools like heatmaps to take things even further. However, a problem that can quickly arise is having too much data. It’s easy to build a giant report that shows everything, but the result […]
If you can’t describe it, you don’t know it well enough
Reading Time: 2 min A key to understanding how well you know a subject is how easily you’re able to explain it to others. As I shared last year in “Explain it to me like I’m five“, being able to distill a complex subject down is a great skill to develop. In the case of that post from last […]
Your brand is simply your reputation
Reading Time: < 1 min Branding has been a hot word in marketing for many years, and for good reason — a strong brand can help make sales that a weaker brand wouldn’t be able to make. What is your brand, though? While building a solid visual identity and messaging framework is vitally important to sharing who you are, at […]
Your top boss is the customer
Reading Time: < 1 min There are almost certainly some people in your organization that have authority over others, but at the end of the day there is only one true boss — your customer. If you can’t create a perceived value imbalance in the favor of your customer, where they feel they’re getting more value than they’re spending, you’re […]
Your eyes follow your mouse
Reading Time: 2 min It seems pretty logical, and it is, but when someone is moving their mouse around their computer screen, their eyes tend to follow. A paper out of Carnegie Mellon University studied this to determine exactly how much a person’s eyes match their mouse movements. They found: 84% of the times that a region was visited […]
In sales, being well-liked is a tie-breaker
Reading Time: 2 min About a year ago, I shared a thought from Blair Enns where he stated that when it comes to sales, price is only a tie-breaker. It seems he considers a handful of things to “only be a tie-breaker”, as a recent episode of his 2Bobs podcast talked about how being well-liked is only a tie-breaker […]
Who are your emails from?
Reading Time: < 1 min When you’re working on a big email marketing campaign, most of the focus is on the content of the email itself — as it should be. Next is the subject line, which is a big factor in open rates. What’s often overlooked, though, is the name and address that your email is “from”. While I […]
Specific goals versus “I’ll know it when I see it”
Reading Time: < 1 min “I’ll know it when I see it” is such a challenging phrase. On the one hand, it doesn’t offer any guidance toward the desired direction. On the other hand, that’s sometimes all anyone is able to provide. I think there are two problems behind this statement The goal isn’t clear. If there is a clear […]
Find your true fans
Reading Time: < 1 min 11 years ago, Google did something amazingly creative to help find people to test their brand new Chromebooks. They offered some “spiffy Chrome stickers” to see which of their Facebook followers were really big Chrome fans. The idea was that you would have to take a quiz and then provide your mailing information — just […]