Most B-to-B companies have ineffective websites. That is, even when the right people visit their website, they don’t get many leads. Or when people are thinking about buying, the website doesn’t push the sale forward, but rather hinders it. Almost every company has...
It’s usually easier to get consistent marketing results if you aim past your goals. Nearly all of my clients see significant year on year growth—every year. A part of why that happens is that I’m not focused on just each year’s goals. Rather, I look for steps that...
When I got into marketing, I started by learning copywriting. To my surprise, I was naturally good at it. I was soon writing sales pages for marketing companies that already had good sales pages. They’d test my version against their existing page, and I got paid when...
Everyone wants to develop a strategic advantage. Yet, few people could articulate what that would mean in practice. They might think, “I know a strategic advantage when I see it.” However, even if that’s true, it doesn’t enable them to create one. Most companies spend...
Many companies struggle to create believable messaging. Few people directly tell you that they don’t believe your marketing. Yet, you know they don’t trust your messaging blindly either. It’s likely one of the main limiting factors of your marketing results. The...
Many people look for the path of least resistance. They might even think that it’s — by default — the best choice. However, it’s easy to mistake least resistance to mean “the fewest challenges.” And that’s not necessarily the best option. No matter what path you...
In the realm of leadership and marketing, opinions often reign supreme. Having strong opinions you defend fiercely is seen as a sign of great leadership and a requirement for effective decision making. However, opinions are not the best basis for decisions. On the...
Front-end profit could refer to a few things. Now I’m talking about sales of relatively low-cost offers that aim to lead people closer to buying your high-ticket offers. In a different situation, some of the guidelines below don’t apply the same way. These kinds of...
Many people try to avoid mistakes by investing huge amounts of resources in careful planning. The idea is that the more they spend on choosing the right solution, the less likely they are to make a mistake. However, that’s usually a mistake in itself. Let’s say you...
Most everyone agrees that Key Performance Indicators (KPIs) are essential, but what if they blind us to important information as often as they help us make the right decisions? KPIs should help you find the bottlenecks, make the most of opportunities, and create...
