Are you worried you’ll get more unsubscribes if you send a newsletter fornightly instead of monthly? Do you think your ad has too much copy and customers won’t read it? Do you think your presentation is too salesy? The answer depends on your auditing ability So how much is 5 + 5? Well, the answer […]
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The Biggest Reason Why Your Website Content Drives Customers Away
Let’s imagine you and I are meeting in Donostia-San Sebastián in the north of Spain for dinner. And we’re going to have dinner in the old town. What are we going to have for dinner? I know. We’ll have some beer, los pintxos, some icecream, and a cafe cortado. And guess what? We’ll get the […]
What Causes Customers to Click On Audio Testimonials?
It was 2004. We were promoting the Workshop in Los Angeles. As part of the marketing promotion, we put one little audio testimonial on the website. No, it doesn’t matter what the testimonial said. What matters, is that over 1200 people clicked on that one link to listen to the testimonial. Now why would they […]
Three Methods To Fix Reader Fatigue on Web Pages
Have you ever struggled to read the text on a web page? You’re keen to read the material, but not sure why you’re struggling. And it’s not because the language is difficult. And it’s not because the topic is unknown. Yet there’s something that’s driving you batty. It’s something on the page itself, but you […]
How To Do An Extreme Makeover On Your Email Signature
You’re watching TV. It’s Extreme Makeover time. They take this wallflower-looking person. And they cut. And they snip. Boy, do they tuck! And about 2 weeks later, the Extreme Makeover artists transmogrify their subject into a work of captivating beauty. You watch and say, no…can’t be…can’t be the same wallflower. Ah, but it is. So […]
The Critical Importance Of The Bug
You’re in a seminar. Oh, the seminar’s interesting. The content is great. The presenter’s outstanding. But you aren’t paying attention You’re fidgeting in your seat. You’re kinda brrrrrrrrrrr. As in coldbrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr. And the seminar drones on. Drones on, did you say? So we’re pretty clear that the seminar was interesting and outstanding, and all that […]
A 5-Minute Website Tweak That Will Quadruple Your Subscribers
It doesn’t matter which website or blog you go to—most of them make one fundamental mistake. And it’s a mistake that can be easily avoided, if only you did one tiny little thing. That tiny little thing is placing the ‘subscribe’ button in the right place. And to understand the right place, we have to […]
Is Brand Extension Possible? The Concept of the Umbrella Brand
Imagine you had five kids. Imagine they were all boys (oh, perish the thought!) Imagine you called them John. As in John, John 2, John 3, John 4, John 5. We’re bordering on the ridiculous here, aren’t we? I mean this naming convention you’d never consider in a squillion years. But what if you do […]
The Side Effects Of Expertise
Yes, yes, so everyone tells you you should become an expert. And yes, you know that you’ll earn more and get more customers. But there’s also a side-effect to expertise. It’s called influence. And when you’re influential, people pay attention. What do I mean? Well, read on. Here’s a letter from a company XYZ Inc. […]
Turning Tears into Gold: How to Create A Personal Marketing Success out of Pure Despair
Dylan and Rita were at their wits’ end when I met them at the World Internet Summit . By this point in their lives, they were supposed to be successful. They were supposed to be vrooming around in flaming red Ferraris, living the plush life and knocking back champagne on the harbour. Hah! They should […]
