A childhood bribe taught me about bad marketing
Bribing a customer does not have the same effect as bribing a child. The campaign works, but the strategy fails.
A High-Converting Landing Page’s Anatomy
These eight essential landing page elements create the perfect recipe for success.
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
3 Stages Of The Buyer’s Journey
Understand your customer’s purchasing processes so you can create content and marketing campaigns that speak to them directly.
The 7 Root Objections In Sales
The real trick is to learn how to read between the lines and ascertain the root objection.
Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
Tips for Businesses to Deal with Inflation
Inflation has spiked, supply chain issues persist… and your customers are likely being protective with their dollars.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
Customers Of The Month gave me something I never expected
After six months, employees were recognizing each other with little compliments. Staff retention was rising. Sales were up 43% at the end of the year.
Higher Profits Through Testing of Every Variable
Let's say we increase the response rate on your offer from 1.5% to 1.85%. That’s enough to get marketers excited. “You’re kidding,” I can almost hear you say. I'll explain why.
How Referral Fees Make You Look Bad And What To Do Instead
On the surface, referral fees make sense, right? Rewarding a customer for sending you business. Seems reasonable. But...
Instant Gratification & Marketing
The chase for instant gratification in marketing often looks like “sales events.” Knowing when to use a sale and when to use other methods to get customers in the door makes all the difference.
The Anatomy of an Offer
Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.
Cubicalls: Press Pause
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."