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Marketing in Adjacent Markets
Look for related markets adjacent to your core market. Here’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight. The app...
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Redundancy
On the top half of snapcorrect.com home there are 2 prominent links: Clicking either one takes you to the same result page (https://snapcorrect.com/assessment). But isn’t that a bad idea, you ask?...
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Ad Budget Isn’t Everything
Facebook has unlimited money and can throw as much as they want at a marketing awareness opportunity. But money isn’t everything. This ad by Facebook for workspace (screenshot below doesn’t show the ad...
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Active Versus Passive Marketing
There are basically two types of marketing: passive and active. Passive marketing is bottom of the barrel marketing where one is simply keeping up with competitors or implementing ideas based on...
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The 4 Forces
If you’re a marketer you need to tattoo this in your mind. The diagram below is used to understand the forces that are at play when a consumer is considering purchasing a new product or service: The 4...
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Site Search
If your site has a search box and a user enters multiple search terms (one after another), it tells us two things: a.) they are motivated, b.) they are having a difficulty locating their target item....
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Why Curiosity Matters
Bob Moesta is a curious person. He was involved in home building and selling condos. His condos were designed based on the stated needs of their target audience (ranch style, 2 bedroom, 2.5 bath,...
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Speak Up
If you want to nudge shoppers to pick a certain option be vocal about it. Guess which option Ticketmaster wants us to select?
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A NO Isn’t a NO for Everything
You may have a subscriber who subscribes to your newsletter and then unsubscribes. You could just let them go, or you could do this:
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Why I Love eCommerce …
… because it allows for an infinite number of interesting business models. My friend Mike Johnson pointed me to something new. Scott Keyes is the Scott behind scottscheapflights.com. Scott’s Cheap...
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Show Your Personality
Amazon is as big and traditional a retailer as I can think of. Well, I saw this question on my Amazon homepage (see red arrow): Amazon doesn’t even sell invisibility cloaks. So why ask this question?...
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Stop Being Boring
Mirrormate is in the business selling mirror frames. Their tagline is FRAME THAT BARE MIRROR: Nothing remarkable about that. What is remarkable is that they use the spirit of their tagline to introduce...
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Timing
While listening to a song I really love I was shown this Spotify review request popup: How cool would it be if Spotify knew I liked this song (I’ve played it multiple times) and timed the review...
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Divide and Conquer
Supermeat.com is a startup that sells cultured meat. Cultured meat is made from animal cells, without the use of the animals themselves. It is biologically the same as the meat that comes from animals,...
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Generating the First Sale
Here are details for paper system (product on the right): 1: It’s more expensive over the long run ($4.99/month versus one-time fee of $14.99) 2: More steps involved in using paper system. 3: The flow...
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eCommerce Speed = Win
The amazing thing about our super-connected world is that smart eCommerce entrepreneurs can capitalize on a high popularity but short-lived trend. Brick and mortar retailers don’t stand a chance. The...
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Cinco de Mayo Discount
Last Thursday (May 5th) was Cinco de Mayo. In your estimation which of these 2 coupon codes got more usage? Option 1: Option 2 (ignore my terrible image editing skills):
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Teaser Capture
Here is a lead capture form on bizfi.com– Let me tell you why it’s amazing. Notice the blank YOUR BUSINESS QUALIFIES FOR: and NUMBER OF AVAILABLE LENDERS: section. They’ve been left blank...
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Personality
It’s really important to show the world your personality. Even your quirky side. Here is the error message mint.com shows when you reach a page that doesn’t exist: Hat tip to Kiki Moon.
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Lord & Taylor About Us Page
Lord & Taylor is a giant retail brand with 100s of stores across the US. They spend millions on advertising. This is their About Us page: Come on Lord & Taylor, you can do a better job...
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