A part of marketing is generating sales. And a part of marketing is fostering brand. There are some myths around this that should be debunked. Starting with the fact that the two things are separated and can live independently. Perhaps that is true in the short term, but building a business is a long term … Continue reading Brand
Many organisations mistake customer centricity for customer support or customer success. Yet, having the customer at the core of what you do is not about being there when they need help and collecting high scores on a satisfaction survey. It is actually more about aiming at getting rid of those things, because when the customer … Continue reading Patches
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.
You have spent resources improving your product with features analysts said are necessary in your category. You have hired hundreds of new employees and built an organization that can sustain higher revenue. You have rolled out a new tool because the old one was clunky and not providing enough flexibility. You have gone all-in on … Continue reading The distance
A couple of considerations looking at the charts in the tweet below. https://twitter.com/markrhill/status/1282076766161567746 The growth of Facebook (including Instagram) is surprising, in that it comes at least in part from erosion of the share of Google (including YouTube). That means, of course, that Zuckerberg and friends will change very little of what has made that … Continue reading Advertising trends
When you hear about something new, make sure it is actually new by relating it to what is already known, done, accepted in your field. It happens quite often, in marketing for example, that a new concept is a mere rebranding of old tactics. This is done, more or less unconsciously, in part to ensure … Continue reading From old to new
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?
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
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