So you’ve just created a whiz-bang product. And you’ve got whiz-bang tutorials online.
Well guess what? I’m kinda stuck as a user. Because about the worst time for a customer to use your product, is when they’re at their desk, and connected to the Internet. On any given day, a customer will bounce between pages, and […]

[Read more →]

Your audience may be fast asleep. But then you announce a prize. Or an award.

Blurb.com wakes up its audience from their inactivity!
Nothing quite gets an audience to participate quite as easily as a ‘Easter Egg hunt’
Or a ‘treasure hunt’, or something that offers an incentive of sorts. And Blurb.com (they produce one-of-a-kind-self-published books) has got […]

[Read more →]

I wish I said it this eloquently, but Fast Company said it instead. So as you can quite clearly see, attraction and conversion are not enough.
Gorgeous as Apple’s products are, people aren’t buying them for their inherent technological superiority. For half the price of a Mac, you can pick up a PC that does […]

[Read more →]

LOS ANGELES (AP) - Radiohead let its fans decide how much to pay for a digital copy of the band’s latest release, “In Rainbows,” and more than half of those who downloaded the album chose to pay nothing, according to a study by a consumer research firm.Some 62 percent of the people who downloaded “In […]

[Read more →]

Have you ever sat in a seminar where the speaker drones on for an hour or so?
And do you remember the exact moment you dozzzzzzzzzzzzzzed off? Well, what you were running into wasn’t a boring speaker. The speaker could be amazingly entertaining, but you’d still be nodding off. Why? Because it’s a […]

[Read more →]

Remember the Bikini Concept? And how you could give it all away? Well, not all away, but give a lot away and cause intense attraction.
So it’s that time of the year, where we put our ‘bikini’ where our mouth is.
And if you go to http://www.psychotactics.com/protege.htm you’ll run into a real example of giveaways.
Each step is […]

[Read more →]

Feature Creeeeeeeeeeeeeeeeeeeeeep.
Customers can’t consume, so they return products. So is there a cure to feature creep? James Suroweicki, author of ‘The Wisdom of Crowds’ doesn’t think so. To quote his New Yorker article, he says: There’s no easy solution for feature creep.
Which means all marketers should shake in their boots if they want to add […]

[Read more →]

Is less more?
Yes it is.
So what do we need ‘less of?’
Less words?
Because if you think less words are more, you’ve got the wrong end of the stick. More words sell (no matter how the words come–via PDF or video–or text).
So what do we need less of , if it isn’t ‘less words’?
We need less concepts.
That’s […]

[Read more →]

Free can attract.
And attract well.
See this two stage attraction and conversion?

Stage 1: When Lynda.com offered me a free trial (Yeah, I know it sounds so simple)

Stage 3: Now I’m on their list–and they’re selling.
So where’s Stage 2?
Stage 2 was the consumption stage, right? So they got me to ‘consume’ for seven […]

[Read more →]

Ok, so you’re high on ‘consumption.’ But do you understand what it means?
Suppose you’re a web-designer and the client asks you to make a change on the website, and you say: “Nope, won’t do that. You’ve got to learn how to do it all yourself, Ms.Client. You’ve got to consume.”
Ok, just for the record, that’s […]

[Read more →]