What’s your customer’s job? Not their profession, but the reason they’re looking for you (or someone like you)? Pretend you sell dog toys. They keep dogs busy and they’re eco-friendly. They come in fun shapes, eye-popping colors and you offer free shipping. In your marketing copy, you focus on the shapes, colors and free shipping. … Read moreWhat’s your customer’s job?
Indoors I’m (usually) fine. Outdoors I’m a mess. Walk across a rickety bridge and leap across the missing last section? Are you out of your mind? I could fall into the river. Break my leg. Die. Is my fear based on facts? No. But that missing piece of bridge is what keeps me from whatever … Read moreI’m a scaredy-cat
Whenever I do a website or landing page review, one of my first questions is, “Who’s your audience?” It seems straightforward but it can be a toughie. Because you don’t want to leave anyone out. Right? Nope. It seems counterintuitive, but when you write your page, ad or email to ONE person, it will perform … Read moreCream of Wheat or Paella?
Seize the day is inspirational and motivational. Seize the customer is creepy. Bear with me. The other day I was reviewing a dog trainer’s website. I found a fantastic “seize the customer” opportunity in the form of “Coming soon.” Among the list of trainings: dog agility. Next to it: “Coming soon!” Adding a simple, “Sign … Read moreSeize the customer?