Email marketing offers a great opportunity to connect with current customer as well as potential prospects. Compare for example traditional website visitors to subscribers of an opt-in mailing list. Site visitors include those who land on the site by mistake and may not be interested in what you have to offer. An opt-in mailing list on the other hand provides a segment of visitors who are interested in a particular topic who actively chose to subscribe to your mailing list.

Here is the painful truth: Visitors do not care about you or your company. They come to your site with different objectives and goals fueled by unique personalities and many times just browsing or surfing the net. So, what can you do to persuade them to take an action?

One of the most important ways the internet revolutionized marketing is by adding true accountability to it. Pre-internet there was no real way to measure the result of running marketing efforts. There was a clear separation between spending money on a marketing campaign and getting some measureable and quantifiable results for that campaign. There were no tools to give real detailed data on the success of a campaign. And even in the cases where some information could be collected, most marketing professionals did not care much for it since after all it’s the job of the accounting department to …

We’ve discussed the concept to personas in depth. We’ve reviewed the difference between personas and market segmentation. And finally, we discussed why personas are so important in the first place.

This blog will shed light on the 4 main human temperaments. There are many human characteristics and temperaments, all of which can be divided (for our purposes) into four main categories: logical, caring, aggressive, and implusive.  Each temperament requires careful consideration of the copy structure, tone and general lingo.  And each of your personas will have one or more of these temperaments. So how can you cater your site to …

We have discussed what personas are. We’ve also talked about the difference between market segmentation and personas. I’ve eluded throughout my previous blogs the reasons behind developing personas. But I want to take a closer look at why every site and business should create personas to represent their target markets.

Did you ever notice how great it feels to explain your business or an idea you believe in to a friend, a co-worker, or even a client? When I sit face to face with a person and talk to them about our services, there is enthusiasm, focus, and most …

One of the terrors of written words is that once words are published, you can’t hide. Published words can haunt you FOREVER.

Even if you pull your copy, someone will have read your words and doubtlessly have made decisions in relation to what he or she read. This person may have decided that your website, had interesting information, continued to read and perhaps, recommended your product or service to a friend. However, the reader may have come to the conclusion that you are a complete idiot and that your website is doomed to a long lasting lack of readership, …

After presenting the concept of personas to our clients they are confused because they think persona development is the same thing as market segmentation. It’s important emphasize that they’re not the same. However, persona creation relies heavily on market segmentation. In order to create personas you need to understand the market segmentation and the various customer profiles you compiled by your team. Segmentation and all that it entails is the means to generate the personas for your site.

Market Segmentation is the division of the market or population into subgroups with similar motivations. Widely used bases for segmenting include geographic …

We’ve mentioned in our blogs the idea of personas and their importance and relevance when creating your website and structuring your copy. I wanted to explain what personas are, why you should put so much emphasis on them, and how they can actually help you increase your website conversion rate. But a single post will not do this topic justice. So, I’ve decided to launch a personas tutorial in order to shed some light on this vague topic. Although I will not be covering everything, it will give you a better idea of what they are, why you should …