“The only thing people care about is the lowest price.” This is the rejoinder I most often hear when a business doesn’t see any value in advertising (much less marketing). This confounded me for many years until I realized advertising wasn’t the problem.
Sharply define the edges between you and the alternatives. Not only with content, but with style as well. If everyone else is doing a “yell and sell,” talk intimately with the audience.
Few business owners advertise long enough to see the results of their investment. They’ll pull up the seed and throw it to the side. Nothing ever grows! And that’s a good thing for you.
People believe in social proof and social signaling, making price an almost-fail-safe guide to quality. So if your price is out of line with your claims, people distrust the claims.
It’s the benefits that someone buys, not the features, right?! WRONG! Wait, what? Let’s explore for a moment…
Unfortunately, the tendency is for “verification” to feel intrusive and negative. As if you’re trying to catch someone doing it wrong. But it doesn’t have to be that way.
3 common mistakes from testimonials and examples of what a 3-D Testimonial sounds like as a finished product. Here’s how most people screw it up, and how you can make sure you get it right.
If you don't display the price in your store, I'll think it's expensive. I won't bother to ask the price and run the risk of embarrassing myself. I'll walk out.
Too many business owners want to spread their ad budgets among various media. That’s a recipe for failure. To be fair, though, it’s a common-sense mistake.
There’s no such thing as a perfectly balanced company where every function is staffed and supplied at the exact right amount.
My curiosity first peaked when I heard the phrase, “in any organization, culture eats strategy for lunch”. After 3 years of research on the subject following the scientific method, I’ve constructed and tested a hypothesis that I believe to be true.
Why your scheduling software might be sabotaging your customer service, and what to do about it.
The path to my current ONE Thing began 24-years ago when the bank changed the locks and put 25 good people out of work.
You paid an extraordinary amount of money to bring that phone call in. Don’t screw it up by being selfish with your language.
You can create campaigns that are fast like a Lambo. Fast to get moving. Quick to reach maximum speed. Then tons of resources to just keep steady...