posted December 6, 3:54 pm
Most entrepreneurs have a secret that most larger organizations have sadly forgotten: Cut your costs and you'll make more money. And in no other area is this more true than in the area of marketing. Why is this?
1) Momentum of the past: If traditional advertising and promotion have always worked, then doing more of the same means more of the same success. In other words, why bother changing?
2) Ignorance of the present: Many people see cutting marketing spending as a zero sum game: less advertising means fewer enquiries and lower sales. Very few consider using alternative w [...]
posted November 29, 4:13 pm
Did the headline really capture your attention? If you are a frequent reader of my material, you probably recognize that this is not the type of headline that you will usually find.
I've written many times about how organizations (and individuals) compete on the Price-Expertise-Trust spectrum, and that Trust is by far the most enduring dimension. I've also written about content marketing and thought leadership, and how continuously demonstrating Expertise is one of the most powerful mechanisms to build Trust.
So why the headline? And more particularly, how does Price fit i [...]
posted November 22, 5:41 pm
Have you ever been in a situation where someone has used a word that seemed wrong? Or maybe out-of-place, suboptimal, or or ill-considered? Each of these means something slightly different, and each tugs a slightly different emotional chord. The words we choose have a direct impact on the recipient's state of mind, and their motivation to act. In no other place is this more true than on the web - and particularly with information collection forms.
Most forms will ask for basic information (name etc), followed by some demographics or qualifying questions. When the user clicks Submi [...]