Would you buy your own product? It's not a difficult question to answer for most founders and executives, but there is a lot more to it that is worth asking. Would you spend money regularly over a period of time to use your product? Would you do that after having visited your website? Would you … Continue reading Would you?
Category: marketing
Hiding
If there is a feature or a characteristic of your product that consistently keeps your audience from buying, you have one of two options: change the feature, or change the audience. Hiding the feature, on the other hand, is but a shortsighted and counterproductive trick. You actually want people to know about it as soon … Continue reading Hiding
A new wave
Three opportunities for a new wave of social media. Subscription based - As they say, there is no such thing as a free lunch. Social media is no exception. For years, we have thought it was free (or very cheap, if you are an advertiser), but the costs we have all been paying are actually … Continue reading A new wave
Weak signal
Companies are about to send a signal to Facebook. But a signal, as strong as it can be, is stuck in a single moment in time. What about when July is over? Losing 1% of ad revenue for one month is not going to change the way Facebook carries out its business. So, what is … Continue reading Weak signal
Converge
Customer focus is not a marketing thing. Every day, in every situation, we deal with customers. Sometimes it is people paying us money for a service or a product, more often it is a person we feel might be better off with a different perspective or performing a different action. Of course, calling all of … Continue reading Converge
Hey
Some products manage to make the internet buzz at launch, and that has certainly been the case with Hey.com, the new (subscription based) e-mail service by Basecamp. I am probably not the right audience for it, and still there are three things they have done wonderfully. Three things marketers (and entrepreneurs) can learn from. They … Continue reading Hey
The kirppis experience
Here in Finland, second hand is quite popular. There are plenty of shops that sell second hand stuff, mainly clothes and furniture, but also other items people is happy to pass on to someone else. They are called kirppis. Kirppis usually have plenty of items. And yet, when you walk into one, there is no … Continue reading The kirppis experience
Copywriting
We all love great content and great copy when we find it. It just does resonate, immediately, genuinely, naturally. But then we either forget about it or we feel we ourselves are incapable of delivering similar work. And that's where bad content and bad copy (and bad marketing) proliferates: in the gap between what needs … Continue reading Copywriting
In check
Most of the decisions we take are evaluated based on their outcomes. And so we find ourselves telling a story around how we chose that option over the other one because of that last minute information we got, or because of the underlying trend we picked up, or because of that opportunity that suddenly presented … Continue reading In check
Subtracting
Challenge yourself (and your team) with a question that begins in the following way: what is the minimum amount ...? What is the minimum amount of information we need from a customer before we let them download the whitepaper? What is the minimum amount of words we have to force our customers to listen to … Continue reading Subtracting
