From the category archives:

Marketing Tactic

An Easy Way to Boost Email Open Rates Almost Immediately

January 23, 2010

Recently, I was doing an Email Marketing Strategy Analysis and investigating why one of my clients email open rates were so low, hovering between 10% and 20%.
I started by examining the offers.
Every Wednesday, the same promotion promotion goes out to all of their 40,000 customers. To begin with I knew that the open rates were [...]

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5 Ways to Control Perceptions to Sell More (or, Why The Best Product Rarely Wins)

April 16, 2009

It is a common mistake to believe that the best product wins. History tells us that is not true. In fact, it is RARELY true.
Do you remember the “New Coke” fiasco? Blind taste tests ‘prove’ that more people enjoy Pepsi than Coke. With Coke losing ground to Pepsi at an alarming rate, Coke executives created [...]

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Using CPA Networks to Drive Software Trials

April 15, 2009

When you use CPA networks you leverage the brains AND money of accomplished affiliate marketers to make you money. It CAN help you make more money selling your software, getting free trials or introductory offers.
Most people are familiar with Affiliate Marketing’s power to drive sales. About 6 weeks after I set up the affiliate program [...]

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Net Promoter Score: A Simple Metric That Can Help You Grow "Good" Profits Like Crazy

April 14, 2009

For those of you who don’t know about The Net Promoter Score (R) it is one of the best (and simplest) metrics to help a company grow.
I’ve written a case study about it here Case Study: Using The Net Promoter Score in Software Companies, ISVs and MicroIsvs to Boost Sales and Lower Customer Attrition Rate
And, [...]

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Can Social Media Make Direct Mail Campaigns More Profitable?

April 14, 2009

Yes.
I believe you should be using both. As great as Twitter and Facebook are, it is still difficult to scale. It would take me about an hour to get on the phone and have one of my database marketing friends hand me the name of every man and woman in the United States who is [...]

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Monitor Millions of Online Sources for Mentions of your Company with Filtrbox

April 13, 2009

Oh man…
My life just got easier.
Whenever I want to watch “market conversations” about a product and category I used to go to search.twitter.com and search for the product, the category, the search terms AND the major influential figures…creating a new “Feed for this query” and putting each on a tab in Google reader.
Then, I’d go [...]

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Case Study: Using The Net Promoter Score to Boost Sales and Lower Customer Attrition Rate

April 13, 2009

I’ve pasted a short proposal I created for a project for a software client last year.
After studying the company for a bit I decided we needed to create better Feedback Loops between the customer’s and marketing. We had almost NOTHING in place other than a team of 10 customer service reps who, of course, only [...]

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To Sell More, Focus and Diverge.

April 13, 2009

To sell more, focus more.
Narrowing your focus allows you to hone in on your unique point of differentiation in the marketplace AND more thoroughly target the prospects who need it.
If done right, you should have almost no direct competitors. Most companies should look like “almost what I need but not quite” vendors.
To do this, take [...]

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The Biggest Marketing Mistake I See Companies Make

April 12, 2009

Everywhere I go I see it.
The biggest marketing mistake companies make always glares at me. But, it makes me smile, because it is easy to fix (and, it makes me look like a genius-hero).
If you fix it, you’ll immediately find your customer acquisition costs seem ridiculously small. It allows you to be much bolder than [...]

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Discover Rich New Oceans of Prospects for Your Service

April 11, 2009

One of the most amazing things to me is how few companies attempt to get other companies to endorse their products or services to clients.
You’d think they’d be all over that…
It’s not as hard as it sounds. CEOs answer phone calls from other CEOs… especially, when they are doing it for the purpose of making [...]

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