Category Archives:Sales & Marketing

  • Two Ways to Combat Consumer Paralysis

    The conventional wisdom is that the more choice consumers have, the more likely they are to find one that works and make a purchase. The good news for ecommerce websites is, with no shelf space to maintain, they have a distinct advantage over their bricks and mortar counterparts in offering more options.

    But a lot has been written about the potentially paralyzing effect on customers of too much choice, and it can happen for many of reasons:

    Fatigue from reviewing and assessing all the options Concern about which choice is absolutely best for them Apprehension that they are getting the best value

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  • Divide & Conquer – 3 Ideas for Market Segmentation Online

    Market segmentation is not a new idea, but take a look at digital marketing and you might think no one has heard of it.

    Digital marketing, including your web properties, social media and blogging, makes it easier than ever to segment your markets. And it’s easier to create smaller, more focused segments than in traditional marketing.

    So why do so many websites, Twitter accounts, email campaigns, etc., simply push the same message to everyone?

    Because we always use new media the way we used the old. The first fonts printed on Gutenberg’s press resembled the hand-scribed fonts that came before.

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  • AIDA: Great Opera; So-So Marketing Model

    If the end of a sale is likely the end of your relationship with the customer you just had in your hand, then it’s time to review your system.

    According to the AIDA model, once your ecommerce conversion is complete, or your brick and mortar sale happily leaves, your efforts have been successful. Of course they are; you made a sale and that’s always a success. But it has the potential for far more success.

    The AIDA model is:

    Awareness – Letting your markets know you exist
    Interest – Give them the relevant features and benefits

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  • 3 Tips for Tuning Up Your Email List

    You have heard this many times, but it has yet to be overstated: email marketing is one of your most powerful marketing vehicles. You will be hard-pressed to find another channel that is as simple, fast, accepted, direct, targeted, personalized, trackable, cost-efficient and effective. And ROI isn’t hard to come by either.

    The engine that makes email so powerful is the email list. Your email doesn’t work without it. And if it’s in poor condition, your email marketing will be that much less efficient and effective.

    The mistake many marketers make is in thinking that all they need to do

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  • Are You Late on Early Adopters?

    Early adoption is a lot of things. Addictive is one of them.

    Who’s addicted to early adoption, you ask?

    Both business owners and consumers.

    You see, the relationship between business owner and early adopter is symbiotic. You need them as much as they need you.


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  • Five Tips to Keep Marketing Conversations Going

    Yesterday, I started a discussion about conversational marketing and its relation to conversions.

    Today, I want to give you a few tips on how to make the most out of your conversational marketing attempts.

    How do five tips sound?


    Well, then read on….


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  • Conversational Marketing: Your Conversion Starter

    If you believe that “markets are conversations”, as proposed in the book The Cluetrain Manifesto, and that their true nature relies on the free exchange of ideas, products and reviews, then you should believe that you’re having a one-sided conversation with prospects if you’re not actively engaging with them.

    This is bad if you’re at all interested in using a democratic and dynamic marketing approach. Really bad.

    First, let’s describe what “conversational marketing” is…


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  • Emotional Targeting- Smart Marketing or Virtual Sucker Punch?

    A few days ago, an acquaintance gave me a link to a public service announcement that had been uploaded to YouTube.

    The theme of the video was sexual abuse/incest. The contents were shocking and repulsive. It included a father toasting to the union of his daughter and son-in-law while cracking jokes about her physical prowess. The daughter sat idly by, enjoying herself and smiling all the way through.

    After I finished watching the video, I couldn’t help but wonder about the marketing behind it. What struck me most about it was that it aimed to scrape the barrel of

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