Thursday, 28 September 2017

Why Retailers Need To Move Beyond Cross Channel Marketing

The retail marketing power has shifted for the marketer to the customer in recent years as digital has disrupted what we used to think of as tried and true retail practices. With the proliferation of channels beyond the store and the Web site, the way customers engage with your brand is on their terms.

With this shift comes the expectation that you make it easy for them to engage with your brand, when they want to, and how they want to, no matter where they are.

What should matter to retail marketers looking to survive in today’s tough, digitally transformed, retail landscape?

Stay Focused On the Right Thing  

The best-performing retailers, whether it is ModCloth, Amazon, or The North Face are not focusing on the marketing channels, but are focused on enabling seamless, low-friction customer experiences with their brands. The customer does not think about your brand in the terms of marketing channels.

They want to view your retail store as a window into the brand, but can access inventory and quickly and easily buy through their mobile device, or the website or even the store if they so choose.

They also want the product or service delivered to them quickly, no matter where they are, be it at home, work, a hotel on the road, etc. Retail marketers need to break down their siloed thinking and embrace that modern retail marketing success is driven by a seamless customer experience.

The Numbers Do Not Lie

This past December, Steve Olenski, Forbes contributor, influencer and Director of CMO Content & Strategy for Oracle Marketing Cloud shared the 4 Cross Channel Marketing Stats Marketers Need To Know Going Into 2017.

Read Steve’s post for sure but I’ll summarize the 4 stats here for you:

  1. Two-thirds of all shoppers regularly use more than one channel to make purchases. 
  2. The average shopper makes on average 9.5 visits to a retailer’s site before deciding to buy.
  3. Customers who shop on more than one channel have a 30% higher Lifetime Value than those who shop on only one.
  4. Only 5% of marketers say they are “very much set up to effectively orchestrate cross-channel marketing activities.”

It’s All About the CX

As I mentioned earlier the best brands in the world are not focused on marketing channels per se but the experience they provide across those channels.

Most marketers rate Customer Experience as a top priority for their organization year after year, but very few companies are actually able to deliver on their vision. How often do we hear stories of customers with open service tickets receiving an email promotion targeted towards “happy customers”? Or display ads shown promoting a product to a customer who just recently purchased that very same item?

When investigating where these customer experience initiatives fall flat - or even fail to get off the ground – it is very often see data issues at the root of the problem.

Marketers struggle with data silos within their own organization as they try to integrate customer data across multiple systems - email, web, commerce, service, loyalty, social, etc.

Even if they are able to successfully unite data across these systems, once customer start to move across devices and channels, most marketing systems lose track of who’s who. Add in the final component of anonymous audiences who move throughout the digital world, and the average marketer is facing an impossible task.

If you can’t be sure who you’re speaking to at the end of your marketing campaign, there’s no way you can provide a positive Customer Experience.

Keep It Simple

Retailers today need an all-in-one solution that helps retail marketers develop direct relationships with customers through seamlessly orchestrated cross-channel digital experiences—online and offline—that facilitate and strengthen customer interactions across a constantly growing list of digital touchpoints.

Watch this brief case study to see how one leading retailer uses Oracle Marketing Cloud technology and expertise to deliver a perfect customer experience that speaks to the mood and the moment of the consumer using cross-channel orchestration at this women's vintage fashion and lifestyle brand.

Image source: Pexels



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Email anti-spam laws around the world

To combat spam emails, many countries — including the United States and Canada  have enacted anti-spam legislation. Email marketers must be careful not to run afoul of these laws. In many cases, marketers are also subject to the anti-spam laws of the countries where their recipients reside, even if they don’t live or do business there. 

While the laws vary from country to country, many of the crucial elements are very similar across borders: 

  • An email message’s “From” label needs to be the sender of the email
  • The subject line has to reflect what’s actually in the email
  • A way to unsubscribe must be included in the email
  • Subscribers to your list must have actively opted into the list, not been purchased

This infographic outlines some of the anti-spam laws around the world. You can find a longer list of anti-spam information and regulations below the graphic.

More information on various countries’ anti-spam legislation is listed below. And don’t forget it’s easy to see where your recipients are picking up your email messages by using VerticalResponse’s Advanced Reporting.

United States of America: CAN-SPAM Act

Argentina: Personal Data Protection Act

Australia: Spam Act 2003

Austria: Austrian Telecommunications Act

Belgium: Belgium Law March 11, 2003

Brazil: Movimento Brasileiro de Combate ao Spam

Canada: CASL

Cyprus: Regulation of Electronic Communications and Postal Services Law 2004

Czech Republic: Act No. 480/2004 Coll. on Certain Information Society Services

European Union: Directive on Privacy and Electronic Communications

Finland: Act on Data Protection in Electronic Communication

France: Law of June 21 2004 for Confidence in the Digital Economy

Germany: Federal Data Protection Act

Hong Kong: Unsolicited Electronic Messages Ordinance

Indonesia: Law Concerning Electronic Information and Transactions

Ireland: European Communities Electronic Communications Networks and Services Data Protection and Privacy Regulations of 2003

Israel: 2008 Amendment to the Communication Telecommunications and Broadcasting Law of 1982

Italy: Italian Personal Data Protection Code

Japan: Act on Regulation of the Transmission of Specified Electronic Mail

Malaysia: Communications and Multimedia Act of 1998

Malta: Data Protection Act

Netherlands: Dutch Telecommunications Act

New Zealand: Unsolicited Electronic Messages Act 2007

Singapore: Spam Control Act 2007

South Africa: Electronic Communications and Transactions Act 2002

South Korea: Act on Promotion of Information and Communication Network Utilization and Information Protection

Spain: Information Society Services and Electronic Commerce Act

Sweden: Swedish Marketing Act

United Kingdom: Privacy and Electronic Communications (EC Directive) Regulations 2003

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Editor’s note: This post was originally published in May 2015 and has been updated for accuracy and relevance. This post is not intended as legal advice. If you need additional information about complying with anti-spam legislation, please consult a legal professional or the relevant governing authority.

© 2017, Contributing Author. All rights reserved.

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Take a Deep Dive into Comprehensive Content Marketing Strategy

This week was all about the bigger picture of content marketing strategy. “Great content” is a wonderful start, but you need the strategic context that pulls it all together. Whether you’re a pro or just getting started, the posts and podcasts below will give you a framework to make your project really strong. On Monday,
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Wednesday, 27 September 2017

How LucidChart Used Kissmetrics to Drive Growth

LucidChart, a SaaS-based diagramming application with over 9 million users, wanted to make sure their site was more than just pretty to look at. They wanted to ensure that it was leading users down the path to purchase. This is how they used Kissmetrics to leverage the behavioral data their users were leaving behind and increased conversions by 30%.

The initial step LucidChart took was to dive deep into data to better understand and evaluate the customer journey across their site. They learned what users were doing, where they were going and where they were dropping off across their site. Using insights from Kissmetrics they found key areas in the journey where they could drive efficiency and which pages they wanted to test a redesign.

After creating the new pages LucidChart used the Kissmetrics Funnel Report in correlation with the A/B Test Report to determine the effectiveness variation of the new pages both as a stand alone and part of the customer journey. Until they locked in on the best performing pages and process to drive conversions.

Funnel Report

Growth and marketing teams use our Funnel Report to see where dropoffs occur before conversion. This report is entirely customizable and can be used to track any conversion path you’d like. Furthermore, you can segment the data based on lead source, location, referring links, etc.

Used for illustration purposes. This is not LucidChart’s data.

LucidChart was able to track different segments across the customer journey and compare one another as well as use the A/B Test report to test the new design against the old.

A/B Test Report

With this report, you’ll create your test in an A/B testing tool, such as Optimizely, and track the results in Kissmetrics.

All data is imported from A/B testing tool and stored in Kissmetrics. Note: this is not LucidChart’s data.

What makes this Kissmetrics report unique is that you’ll be able to see how a test impacts any part of your funnel. Want to see if a new headline on your homepage leads to more purchases? Or see how a test in the middle of the funnel impacts the bottom line? Get your answer in just a few clicks in Kissmetrics. Having both reports coordinated in the same tool allowed LucidChart to measure the effectiveness of the new pages’ impact on the customer funnel with the old pages.

The Results

The outcome? By combining the power of the Kissmetrics A/B Test Report with the Funnel Report, LucidChart discovered that 2 pages in particular, their new homepage and new product page, were driving a huge 30% increase in conversions.

“Insights from Kissmetrics drove a 30% lift in our conversions. All of our key customer behavior data lives in Kissmetrics, for both our product and website, so we can quickly identify and take action on any roadblocks across our growth cycle. Kissmetrics is essential to Lucid Software’s growth efforts.”

Spencer Mann, VP of Growth at Lucid Software

Every time a prospect visits your site or uses your product they’re leaving a digital trail of their behavior – showing what they’re doing, where they get stuck, what they like, don’t like and why. There’s tremendous value in that data and it’s critical for driving growth.

Kissmetrics enables you to capture and leverage all that behavioral data to increase conversions, acquisitions and retention.

About Kissmetrics

Kissmetrics’ Customer Engagement Automation platform helps product and marketing teams turn insights into growth. Our software is comprised of 3 key features:

  • Analyze: A set of behavioral reports and metrics. Monitor your growth KPI’s across the customer lifecycle. And dive deep to understand user behavior and discover key insights.
  • Populations: Segment your users based on key growth initiatives and track their progress.
  • Campaigns: Behavior based email automation. Fully customizable editor puts you in complete control of customer engagement throughout the entire customer lifecycle.

kissmetrics products

Get, keep and grow more customers with Kissmetrics. Request a demo below to learn more.


About the Author: Jonathan Cabin is a Growth Analyst at Kissmetrics focused on initiatives that create sustainable growth. His background covers sales, project management and marketing. In his free time you can find him surfing, golfing and asking his boss for time off to travel.



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[Last Day] Join The Showrunner Podcasting Course Before the Doors Close

Jonny Nastor and I want to help you develop, launch, and run a remarkable show. That’s why we created The Showrunner Podcasting Course — which is currently open, but closes today at 8:00 p.m. Eastern Time. And yes, I said show — not “podcast.” For most intents and purposes, the distinction doesn’t make a huge
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How to Get E-Commerce Customers Coming Back After Their First Purchase

Getting prospects to convert to customers is one thing. But how do you get customers to buy again and again after the first purchase? This is where attentive, customer-focused emails come on. Despite some heralding the “death of email” over more modern platforms like texting and social media, good, old-fashioned email remains one of the best ways to seal the deal, engage customers and encourage repeat purchases.

So what kinds of emails should you send? How often should you send them, and what should they contain? Here are a few of the best examples of e-commerce follow-up emails and why they work so well.

The Repurchase Reminder

Oftentimes, when you make a purchase on a website, they email you immediately after encouraging you to buy again. This marketing strategy is rooted in the idea that customers are likely to come back and purchase while your brand is still fresh in their mind. But oftentimes, companies send emails out immediately and when the customer (naturally) doesn’t respond, they no longer follow up.

If your repeat purchase numbers are flat-lining and your emails are stale, why not wait until more time has passed (depending on how often the customer uses the product) to remind them? Here’s a great example from Sephora, which reminds the customer to restock based on how much time has passed since their first purchase:

Sephora reminds the user to restock based on their past purchase. (Image Source)

Another creative spin on the restock email comes from Clinique. Since their data likely shows that women tend to shop online for beauty products more than men, they wouldn’t have as much luck sending a shaving gel refill reminder to men — so they advertised a refill reminder for him, to her. See how they did it:

An advertisement for men’s shaving gel — targeted to women, who are likely the ones shopping for beauty products. (Image Source)

We Miss You!

One alternative on the restock/repurchase follow-up email is tailored to the bargain hunter, like this email from Starbucks. There’s no better way to stay top-of-mind than with a coupon, and many customers actively wait to purchase until they get a deal. Knowing this, why not reach out with a discount?

This reminder from the Starbucks Store gets right to the point with a discount for customers that haven’t shopped in awhile. (Image Source)

Bodybuilding.com sends customers an email if they haven’t repurchased after about 3 months:

bodybuilding.com come back 10 percent off order

Another common tactic is to follow up with customers asking them to review their recent purchase. Again, this is extremely common and almost expected — but customers don’t always have the time at that very moment to write up a lengthy review. So how do you get them clicking? Here are some creative ideas that take feedback to a new level.

Going Beyond “How Did We Do?”

For the customer who doesn’t have time to write up a huge review, but the company still needs their feedback data to work with, I present to you the Amazon 1-click review:

amazon customer email

Amazon encourages busy customers to simply click to review the size of garments they’ve purchased online. (Image Source)

Of course, you’ve likely received plenty of emails asking for your feedback, and even some that go the extra mile by giving you a discount coupon, entering you into a contest and much more. But this one is noted for its pure simplicity plus its unobtrusive style. It doesn’t get in the way — one click and you’re done.

And speaking of Amazon, you already know that they’re the e-commerce leader simply because of how much they test, monitor, tweak and track everything about their site. One of the more famous changes was adding in the “Customers who bought X, also bought Y” feature. Now much more commonplace on e-commerce sites, this “Frequently purchased together” option often encourages greater purchase volume per customer.

But what happens when they don’t purchase all of the items together? Is emailing them about it a lost cause? Not exactly…

Frequently Purchased Together (But It’s Not What You Think!)

Not all “Frequently Purchased Together” emails have to be a sales pitch. And if the customer didn’t buy them when they were originally presented, there must have been a reason.

Of course, the reasons why customers choose not to buy could be a whole other blog post in itself, but knowing what you know, why not steer the customer more toward educating them about the product add-ons or accessories rather than simply presenting them?

An example of a Thank You follow-up email from BabyFirst. (Image Source)

Since, in the example above, the customer is shopping for baby-friendly TV shows, the company naturally recommends a couple of DVDs that a baby or toddler might like, as well as a coupon and directions on how to get it for free.

The Warranty Expiration Notice

This type of email normally applies in cases where you sell parts or electronics that are under warranty. When making a purchase, customers sometimes don’t opt for the extended warranty, preferring to rather stick with the original manufacturer’s timeframe. But reminding them that the original manufacturer’s warranty has almost expired, and inviting them to extend the protection on their purchase might be just the thing they need to keep their original purchase in good working order:

An official-looking email regarding a car warranty.

Here’s another example offering an enhanced warranty on a lamination machine:

A warranty announcement included on new products. (Image Source)

The “Just Looking” Reminder

With all of the email examples showcased so far, you’d need the appropriate data based on what the customer bought previously. But what if they haven’t bought yet, and are only looking? Are you out of luck? Not at all. Provided you have the prospect’s email address, you can still send them reminders, even if they haven’t added a product to their cart:

Recommendations on shirts and a reminder based on shirts and slacks previously looked at, from Calvin Klein. (Image Source)

Here’s another example that reminds the user of the products they browsed in case they want to take another look and don’t want to have to sift through their browser history:

An email reminding the user of the products they looked at. (Image Source)

Use Demographics to Sell

As opposed to many of our other example, these emails do not rely on previous purchases. They start fresh with new product recommendations based on the demographics.

For example – has it been raining in Minnesota for the past few days? Find all your prospects located in Minnesota and send them an email showcasing your umbrellas.

Many of your prospects are likely either searching for one because a) they don’t have one or b) the one they have is old, has holes, etc.

This can go beyond weather. Many political radio broadcasts will have “doomsday” meals when the inevitable apocalypse comes. When Barack Obama was president, Glenn Beck and many other conservative pundits advertised “4-week emergency food supplies”:

Image Source

Does this profit off irrational fears? Yes.

But it also means understanding your audience. If they’re afraid, what are they willing to buy? Sell it to them. If it’s snowing, what are they willing to buy? Offer it up for sale.

Marketing is all about targeting the right people, when they are most receptive to your product. What better product to advertise to those that fear end times are near?

New Product Recommendations Based on Past Purchases

Finally, we have the “new product recommendations” email. Rather than always notifying customers every time you have new items in stock (and hoping they might like some of them), why not segment the new product announcement emails based on what the customer has purchased previously? They’re much more likely to buy, and they’ll welcome the added personalized attention!

Despite the different products and industries, all of these emails have one major thing in common — and that is a dedicated — almost fanatical attention to customer orders, browsing habits and preferences. And although you may be doing a great deal of e-commerce by email, there are still, as these emails demonstrate, new ideas and approaches that can be capitalized on.

Do it all with Kissmetrics Campaigns

Kissmetrics Campaigns is a behaviorally-triggered email platform. Combining our behavioral analytics with Kissmetrics Campaigns makes it easy to find segments that need converting, and targeting them is done in a few steps. And best of all – it’s all done within Kissmetrics. There’s no need to export and import lists and mess around with APIs or databases. It’s all done in the same platform.

 

And if you are using these strategies in your email announcements and customer lists, how have they worked for you so far? We’d love to hear your thoughts and comments. Share them with us below!

About the Authors: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!

Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.



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The Magical Sixth ‘Ingredient’ that Can Take Your Content to Greatness

On Monday, Ronell shared with us his five “ingredients” for creating truly high-quality content. These are the consistently important factors he’s observed while working with many different kinds of clients. We agree! Ronell’s advice will help you create content that genuinely helps your audience. And that content will be interesting because it speaks directly to
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Communicating Value Effectively: Respecting the customer’s right to draw their own conclusions

No one likes a braggart.

When someone states that they’re the best at something, my immediate reaction is to question such a bold claim — and to get a little irritated. It’s cute when a kid does it. It’s not so cute when an adult does the bragging.

Customers feel the same way when they visit your webpage. They are bombarded daily by marketing ads that love to use that word “best.”

“We’re the best” … “We have the best” … “We make the best …”

“The goal of marketing is not to make a claim; the goal of marketing is to foster a conclusion.”

— Flint McGlaughlin, CEO and Managing Director, MECLABS Institute

But if you want to stand out in the marketplace, instead of making a claim that you are the best, show your prospective customers that you are the best — with specific, quantifiable facts. Then, let them draw their own conclusions whether you are, indeed, the best at what you do, or not.

When you allow the customer the freedom to do their own thinking — to infer from a solid list of quantifiable, credible reasons — you are valuing the customer, and, in return, the customer values you and your product or services.

In this Quick Win Clinic, Flint McGlaughlin looks at a claim made by book creator website Bookemon that states it is the “Best Book Creator,” and evaluates how well it presents the facts about said claim.

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Clarifying Your Marketing Objective: The danger of asking “how?” too soon

In an earlier Quick Win Clinic, Flint McGlaughlin, CEO and Managing Director of MECLABS, talked about the importance of determining a clear objective for your webpage.

But where does the marketer go from there?

The next step is to determine the most effective way to accomplish your objective.

“What is my objective and what is the most effective way to accomplish my objective? … We have to give people a reason to invest their mental energy in going forward.”

—Flint McGlaughlin, CEO and Managing Director, MECLABS

It is at this point that we marketers should avoid making the mistake of rephrasing the question and asking, “How can I accomplish my objective?”

The “how” question is insufficient because it doesn’t force you to (1) generate options and (2) select from those options the one that promises the best way to accomplish your objective.

In this Quick Win Clinic, McGlaughlin optimizes The Recruiting Code, a webpage submitted by Bryan, whose objective is to sell a book. Watch the video to see if the objective was accomplished in the most effective way.

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Marketing is Not About Making Claims; it’s About Fostering Conclusions

Imagine for a moment you are in the 10-items-or-less line at the grocery store. There is a man in front of you getting rung up. He’s wearing sunglasses and a suit. You note amusingly to yourself that he must be especially sensitive to fluorescent light. He’s talking loudly on the phone while the clerk patiently scans his only items: 11 huge containers of protein.

“I’m a closer Frank — it’s what I do,” he gabs into his late-model iPhone Plus. “I’m the best in this city. Believe me. You’ve never seen a closer as good as me, Frank. Frank? You there Frank? Yeah, did you hear what I said Frank? I’m a closer!”

Once the clerk is done ringing him up, he pays, mouths “thank you” and plops a glossy, white business card on the counter. Looking from the clerk to you he points to the card, shoots both of you a thumbs up, gathers his protein into his cart, and walks out the door continuing his deafening conversation with Frank.

His card features a typical real estate logo and a glamor shot of his bust without sunglasses. Though, you do make another half-amusing note-to-self that he is wearing the same tie.

Why Marketers are Just Like Frank’s Photophobic Associate

I took a while painting that picture for you because — every day — marketers do the same thing as Frank’s photophobic associate. We make wild claims about ourselves and expect people to be impressed. When, really, all we’re doing is helping them conclude that we’re not the kind of company they would want to do business with.

The worst part is that a business usually exists in the marketplace because they DO have real value to offer customers. But most of us don’t know how to communicate that to our customers effectively.

When we can get it right, however, and rather than make claims, foster conclusions in the mind of the customer, the results can be powerful.

Take this MECLABS certified experiment recently run with a single-product nutrition company.

Experiment: Background

Test Protocol: TP1798

Experiment ID: Protected

Location: MECLABS Research Library

Background: A single-product company that sells high-quality, all-natural powdered health drinks

Goal:  To increase order conversion

Primary Research Question: Which of the following pages will produce the highest conversion rate?

Approach: A/B multi-factorial split test

Experiment: Control

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Now, take a moment to look at the Control in this test. Before you read any further, it might help you understand what I’m talking about better if you try to identify any photophobic-guy-like claims in the page copy.

Now, they aren’t as dramatic as our opening character, but they are there.

  • Boost Your Energy and Metabolism
  • Improve Digestion and Gastrointestinal Function
  • Detoxify and Alkalize Your Body at a Cellular Level
  • Save Time and Money
  • Limited Offer! Act Now!

There’s more, but let’s just focus on these for a second. It seems at face value to be good copywriting. The words are well-chosen, interesting, and they have a kind of energy to them. But at their heart, they are just bragging.

As a result, the conclusions in the mind of the customer who might be reading this page must be couched in a kind of suspension of disbelief if they are to continue. Maybe the people who buy already know the company is trustworthy so they go on to fill out the form and purchase.

But what about the people unfamiliar with the company? To them, this is just another fad super-food that claims it’s the best. There’s no evidence, no logical argument, no facts to back up what they are saying.

But now, consider the Treatment in this experiment as a contrast.

Experiment: Treatment

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In the Treatment, we change a little bit of the copy, but we achieve an entirely different result in the mind of the customer. The copy has changed to focus not on claims, but rather facts, which, in turn, foster the overall conclusion that this is an excellent product and worth paying for.

  • Made from 75 whole food sourced ingredients in their natural form
  • Contains probiotics and enzymes for optimal nutrient absorption and digestion
  • Carefully formulated by doctors and nutritionists to deliver essential nutrients
  • 10+ years of research to develop an easy to mix powder with naturally sweet taste

What’s the result?

Experiment: Results

The result is a 34% increase in conversion. And for an ecommerce product like this one, that translates to pure revenue.

Foster Conclusions, Don’t Make Claims, Make More Money

In the end, people are still people. We are mostly reasonable. We hear arguments and we can change our minds. But when we hear someone making braggadocios claims, rather than trying to rationally win us over, we are naturally repulsed. Your customers are the same way. And when we foster the right conclusions in their mind about us using facts, data, and tangible evidence, we will inevitably feel better about our marketing, and make more money in the process.

You Might Also Like:

The Prospect’s Reality Gap

The Web as a Living Laboratory

Brand: The aggregate experience of the value proposition

The Boston Globe: Discovering and optimizing a value proposition for content

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