I am resending this message in case you missed it last week. In the year 2007, I had a discussion with a client. It was about giving most of our courses away–yes, almost every Psychotactics Course–by the year 2020. Without charge. It sounds unusual: Why would someone just give valuable information away? It depends on […]
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 […]
The 70% Principle: Why You Never Get Projects Off The Ground
Have you got eleven seconds to learn a simple principle? A principle that will radically change the way you do things? You do, don’t you? Ok, tick, tick, tick….here’s the principle. It’s called..um…the 70% Principle So what’s the 70% Principle? If a job is worth doing, it’s worth doing 70% right. You can always come […]
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 […]
Six Degrees of Customer Separation
Consider yourself for a moment. The first time you saw either of our sites at 5000bc or Psychotactics, did you buy anything? Yeah, sure, so you signed up for a free newsletter. But did you buy? You couldn’t or wouldn’t because of the six degrees In all our testing, all our measurements and weird tracking, […]
How To Fix the experience—then the “fish”
Imagine you went out to dinner. And the wine was just superb; the bread roll with the exact crunch molecules and texture; and the service so impeccable and knowledgeable that you can’t remember when you had service so good. Oh and yeah, the fish you ordered for the main was a bit too salty. What […]
What Kids in Third Grade Know Instinctively
Expertise is a matter of perspective. It cannot be based in years. It cannot be based on experience. It can only be based on perception. To the second grader at school, the third grader is an expert Simply because the kid in the third grade knows more stuff than the second grade kid knows. Having […]
The Secret Marketing Motivators Of Weight Watchers
Let’s assume you desperately want to knock off some weight. And you’re serious enough to get onto a structured eating system. Let’s also assume, you were presented with two diets Diet 1 consists of: Chocolate. Cake. Maybe even chocolate cake. Pasta with Cheese. Some butter chicken. Vegetables. Fruit. Diet 2 consists of: Vegetables. More vegetables. […]
How Do You Spell Success?
I cry at weddings. Not when the bride and groom are smacking faces. I stand pretty nonchalantly at the ceremony. What really gets the tear ducts going is the buffet at the reception. My eyes well up with tears as I watch the tuxedo clad servers bear golden platters of jumbo shrimp in zesty cocktail […]
