The disconnection, between your marketing and your market.
So a fellow entrepreneur asked me: “Which one is better? Lead generation or conversion campaign?” “That depends on what you’re saying in your ad” I replied. Since [...]
Don’t look at your industry-standard Conversion Rate
“Our conversion rate, 3.1% is considered pretty good in our industry.” This eCommerce owner told me and I replied:“Where did you get that number from?” “From the [...]
How big is the gap between your Actual Value and Perceived Value?
As Marketers, we are trying to fill this gap. The gap between the Actual Value and the Perceived Value. We know how great our products and services. We know the customers love it. We’ve [...]
The 2 Critical Value Propositions A Ecommerce Must Clarify
If someone bought a product from your ecommerce, you have a value proposition. The problem is – you don’t know which one. Did people buy your product because of your brand or the [...]
Why did Bruce Lee shut down all his schools? (Marketing lesson)
Bruce Lee closed all three of his Jeet Kune Do schools at the peak of his career. Why? I’m surprised by how many “experts” are afraid to confront the truth. They give [...]
7-Figure Changes: Are you testing Cosmetic or Meaningful Changes?
If your goal to optimise is only to get a lift in conversion rate or revenue, you’re likely NOT converting at your the best. You’re likely testing the wrong changes. 80% of the [...]
If you are not testing, you’re just guessing.
ANY change you make to your marketing should be tested. Whether it’s a change in your targeting, design, brand strategy or even a few words, you should test. No one on earth gets it right [...]