The best branding advertisement of 2020 (that I saw) was made by Lego for the Christmas season. Although I rarely recommend making branding advertisements, there are some situations where they can be effective—when done well. Lego’s ad was a great example of a...
If you’re having trouble making sales as usual, trying harder is unlikely to help much. Just trying harder is inefficient at the best of times. When it’s hard to make sales in general, you’d need to do even more to see any more sales thanks to it. If your usual target...
Breaking a plateau is rarely as difficult as it seems. And the ways to do it are generally the same regardless of what skill you’re developing. Although business and marketing are more complex than most typical skills (e.g., playing guitar or climbing, which...
Effective A/B testing often doubles sales. But most people who try it never see meaningful results. The problem isn’t that they don’t follow all the usual best practices. The problem is exactly that they follow the usual “best practices.” The top conversion rate...
Don’t look at normal email click-through rates. They make decision-making unnecessarily difficult. You might think the usual click rates are fine since all the email marketing programs and nearly all marketing experts talk about them. But there’s a much better...
