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Insight and commentary from some of our favorite thinkers.
Seth Godin's riffs on marketing, respect, and the ways ideas spread.
You look like you’re lying (when you’re nervous)
This is a significant bug in our culture and a glitch in our DNA. When we're on the spot, giving a speech, or pulled over by a cop, we get nervous. We sweat, talk too fast, constrict our throat, avoid...
What does "science" mean?
To countless teenagers who had the wrong teacher in high school, it means, "a boring collection of right answers, categorized by topic." Once we discover that some things we were taught aren't black and white any more (Pluto, DDT, infant...
The best time to study for the test
... is before it's given. The best time to campaign is before the election. And the best time to keep a customer is before he leaves.
Your landing page's value proposition is an ultimate reason — the offer must make customers reach 4 specific conclusions in their mind: 1. I want it. 2. I can’t get it (exactly like this) anywhere else. 3. I understand it. 4. I believe it. If it doesn't, you are losing conversions. See how to determine if you're giving an ultimate reason in this post, written live from MarketingSherpa Summit 2017.
Expecting a customer to be ready to make a purchase with only an email is like asking a friend you made an hour ago to help you move. Marketers must remember that the goal of most emails is simply to get a click, not a purchase. This is just one of the lessons we were reminded of during the MarketingSherpa Summit 2017 Email Messaging Workshop.
In our work with Research Partners, we often get asked about new product launches. Eric Ries talks about product launches in his book The Lean Startup. In that book, he introduces a concept called the minimum viable product.