Unlock the Power of Money Words: How Founders Can Write Copy That Converts

The words we use — or don’t use — impact decisions and, in turn, money. Money words are the execution arm of persuasion. If we can agree that the words we choose are persuasive levers — and our job is to pull those levers intentionally and strategically — then allow me to share with you two money words and one lose-money word. They are the … [ Read more ]

Stop Losing Sales to Customer Indecision

For decades, salespeople have been taught that there is only one possible reason for lost sales: that salespeople have failed to defeat the customer’s status quo. Perhaps the customer doesn’t fully appreciate the problem that their solution is designed to solve. Or maybe they don’t yet see enough daylight between their company’s solution and that of the competition. So, salespeople break out their arsenal of … [ Read more ]

Don’t Cut Your Brand-Marketing Budget. Rethink It.

Brand marketing is an easy target when CMOs face pressure to shrink budgets in times of uncertainty. CMOs often struggle to resist such cuts because most companies lack an unequivocal answer to this long-lingering question: Can brand-marketing spending be dialed down as needed to shore up financials, or is it an essential, always-on investment that must be safeguarded to avoid devastating long-term impacts on the … [ Read more ]

The Four-Letter Code To Selling Just About Anything

When Raymond Loewy arrived in Manhattan, U.S. companies did not yet worship at the altars of style and elegance. That era’s capitalists were monotheistic: Efficiency was their only god. American factories—with their electricity, assembly lines, and scientifically calibrated workflow—produced an unprecedented supply of cheap goods by the 1920s, and it became clear that factories could make more than consumers naturally wanted. To sell more stuff, … [ Read more ]

3 Lessons from Hyperinflationary Periods

Inflation is painful, for firms, customers, employees, and society. But careful study of periods of “hyperinflation” point to ways that firms can adapt. In particular, companies need to think about how to change prices regularly and cheaply — because constant price changes can ultimately be very, very expensive. And they should consider how to communicate those price changes to customers. Providing clarity and predictability can … [ Read more ]

Designing Omni-Channel Retailing to Align Financial Performance with Strategy

Sunil Chopra describes how looking at combinations of product and channel through the lens of return on invested capital (ROIC) allows retailers to design omni-channel portfolios that align their products, service offerings, and pricing. By using each channel to improve invested capital turns or broaden profit margin, these portfolios increase the company’s value. 

Five Serious Content Marketing Mistakes You Need to Avoid

Done well, content marketing helps businesses build brand awareness, increase visibility, and generate more leads—ultimately driving sales and growth. Yet, many businesses struggle with their content marketing.

Pull, Don’t Push: How Catalysts Overcome Barriers and Drive Product Adoption

Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell.

Trying to change someone’s mind often feels like a fruitless pursuit, almost as if it requires waving some sort of magic wand or casting an enchanting spell. On a smaller scale, you might think of a particularly sticky … [ Read more ]

Do Your Marketing Metrics Show You the Full Picture?

To provide a full view of marketing’s impact, the authors suggest creating a marketing road map that illustrates: the efficiency and effectiveness of marketing campaigns, the role of marketing programs in driving sales and satisfaction, the value of the brand and capabilities, and the impact of marketing-related activities in other functions.

26 Universal Questions for Brand Positioning (and Creating Your Brand Story)

An analysis of over 1,000 case studies from around the world of successful brand building has found that there are 26 different “approaches” to telling a brand story, each representing a different but proven opportunity to positioning your brand and telling your brand story. Each approach can be summarized by a key question (or set of questions), which I share below.

Don’t Let Growth Hurt Your Margins: A 4-Step Pricing Framework to Build Products With Scalable Unit Economics

Price resets can create significant wins. But if minor changes in price cause massive fluctuations in output-KPIs, there’s a deeper problem: Your product is not working. 

The solution is to build a more diversified, customized product and pricing model — moving away from one-size-fits-all and towards granularity. By doing this, you won’t only improve your unit economics, but your product itself will become … [ Read more ]

How to Create a Social Media Style Guide in Five Steps

Your brand needs a style guide to ensure that everyone who posts on your social media platforms speaks in one voice and tone. A social media style guide will help ensure your audiences recognize your brand, regardless of the social media platform they go to. It also helps ensure brand recall, which may, in turn, translate into conversions.

But how do you create a social media … [ Read more ]

The Five Layers of the Modern Martech Stack

Martech stacks provide the tools organizations need to determine marketing success at every potential touchpoint.

A well-built stack increases marketing effectiveness and generates tangible value. A convoluted stack increases complexity. But what makes martech stack creation so difficult is that so many solutions are available and no one tool or platform can handle every marketer’s need.

The key is knowing what other marketing functions can be digitized … [ Read more ]