This is a very well crafted video that tells of how ahrefs went about redesigning their home page. It is about the company, but it is not about the product. It is something the target audience wants to know about (web page redesign). It has a twist right at the beginning (the 3 copywriters) that … Continue reading Simplify
This is a mantra worth reminding, as marketers seem to forget it all the time. No one wants to hear about your product. And there are beautiful examples of what can be achieved when this becomes an assumption underlying your content strategy. It also works, by the way.
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
How do you communicate with your team? This is an excellent example. That does not mean you have to be a mum and make jokes about the smell of your child's nappies. It's about understanding the situation, being able to show your vulnerabilities and reminding yourself that literally no one in your team (whether it's … Continue reading New leaders
If you have not yet, now it is a very good time to reach out to your colleagues and team members and ask how they are doing and what they need. Perhaps initially this work-from-home-with-social-distancing-and-home-schooling-during-a-pandemic sounded like a nice turn of event, something that could help people refocus and companies reorganize e restrategize. More than … Continue reading Break
Nobody gets really excited when you do things that everybody else (in your field, in your company, in your circle) is doing. And so, often getting noticed means going out of the boundaries that tradition and habit impose. It's never easy. For example, for someone to craft a "What's new" page for a Saas company … Continue reading Unlazy
Business decisions can be good marketing too. A way to differentiate from your competitors, express your values and tell everybody what you stand for. Good Eggs got this right. And for once, a page stating corporate values does not sound like shallow promises. The original article by KQED is here. The full chart here.
In the content frenzy of these pandemic days, there are few exceptions that stand out. What the people at Velocity Partners (B2B marketing agency) did in their last newsletter struck me. Here is why. It is possible to use a widely overplayed concept (Working From Home) and one of the most frequently felt feelings nowadays … Continue reading Content frenzy
Sometimes things do not turn out to be as they should have. And so, a podcast ad by Dashlane that follows the general rule for which you are supposed to leverage the potential of the channel might fall flat. Simply because it is not enough to go on a show that often aims at social … Continue reading Against common sense
Frameworks, matrices, canvas are great tools to organize thinking and guide action. And they should be approached with two things in mind. First, you need to understand how they work. To do that you often have to read articles and papers from the people who have proposed the tool you want to use, and possibly … Continue reading Frameworks