Do you know what makes a No.1 hit song a No.1 hit song? The rock group A-ha! certainly knew. When they launched their song way back (and I do mean way back), they created an underground campaign of sorts. As their song got played on the radio, they’d organise dozens of their friends to call […]

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If there’s one thing that’s impossible, it’s trying to achieve the impossible. Ok, so I’m babbling, but consumption enters the realm of the babble-zone. Consumption is when you’re trying to get the customer to ‘consume’ what they’ve purchased. While in theory, that ‘consumption’ is none of your business, in reality it is.
Firstly, customers don’t always […]

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The world of marketing says: It’s not your business, if the customer doesn’t use your product/service. Your job is to attract, and to get them to buy. You can’t control what the customer does. I disagree. I’m saying it’s your business to get customers to consume. If not all your information/services, at least a chunky […]

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Is conversion as hard as it’s made out to be? Sure it can be. But only when you goof up big time. There’s a time to convert, and there’s a time to lay off converting. And how the heck are you going to know when’s a good time? Well, you can start guessing, or you […]

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If you’re looking to create attraction, there are ways. And there are ways. But seeing the entire picture takes some doing. That is, you need to see Attraction, Conversion and Consumption in one picture. But let’s face it. It’s a lot to take in the whole concept of Attversumption at one go.
So here’s Part 1: […]

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We all know that as compared with attraction and conversion, consumption is way harder. And yet it’s possible to create consumption–sometimes well over 100% despite changing very little.
In this simple case study, you’re about to see below, nothing changed.
The content didn’t change.
The training material didn’t.
The trainer stayed boringly the same
The duration of the course […]

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Here’s why ‘WHY’ is such a powerful attraction factor“Stop taking two and three plates of food,” my mother said to me angrily.
I was at a wedding and seven years old. Back then, at a lot of the weddings […]

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You may believe you’re completely hype-proof. Yet day after day, we search for the elusive magic potion. On one hand we say, we don’t ever buckle under hype, but the proof shows us otherwise.
I know this sounds too crazy to be true…But have you ever bought something like these magazines below? Do you still buy […]

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Does hype sell? Most of us would say no. In fact, we detest hype, right? But if you said no, you’re off the mark. Hype exists, because it sells.
And selling depends on one and only one thing to begin with:
It depends on the target audience.
The target audience is everything.
You might be talking to clients […]

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Headlines set in Times New Roman upper and lower case have a 92% comprehension rate. However, headlines in sans serif type, all caps cause a 59% drop in comprehension rate. (By the way, if you set your headline in all caps, in pretty much any type, you’re going to cause a fair bit of readability […]

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