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Industry news

Insight and commentary from some of our favorite thinkers.

Seth Godin

Seth Godin's Blog on marketing, tribes and respect

Seth Godin's riffs on marketing, respect, and the ways ideas spread.
  • Microcopy in the age of the glance
    People rarely read to the end. And they almost never spend as much time reading your words as you spend writing them. Which makes it ironic that the little phrases we use (in designing a simple form, or when we...
           
  • “What about endogeneity?”
    Ask this question often. Several times a day, at least. Endogeneity is a fancy term for confusing cause and effect. For not being clear about causation and correlation. It's one reason why smart people make so many mistakes. We think...
           
  • Lowering the bar
    Raymond Loewy coined the term MAYA to describe Most Advanced Yet Acceptable when it came to futuristic design. The thinking goes that people (the amorphous term for the lumpen masses) won't accept something too advanced, so we ought to lower...
           

Marketing Experiments

MarketingExperiments

Research-driven optimization, testing, and marketing ideas
  • The MECLABS Conversion Index: How optimizing your marketing collateral is as simple as “adding, removing, or changing”
    Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin. MECLABS Institute (MarketingExperiments’ parent company) developed the Conversion Index to help get past these problems.
  • The Prospect’s Perception Gap
    Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place. In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can bridge it.
  • Your Landing Page Needs an Ultimate Reason to Maximize Conversion
    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.