Barriers detract. But only at first. Because humans don’t like barriers. Not one itty-bit. And so when faced with a barrier, your customer is going to do her best to either get the hell out of there, or to cross that barrier.
But why would you want to make it difficult for the customer to buy?
Good […]

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See, free has no value…and yes, it’s going to be a rant…so you can bookmark it.

As I was saying: Free has no value. No urgency. Nothing. Free is frrrrrrrrrrrrree. (Say Furrrrrry)
And you can’t create urgency just by saying ‘Hey it’s FREE.’ And we know that all of us are the same. We go […]

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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 […]

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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 […]

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At 4am on a Sunday morning, I found some startling data. It seems almost that sites are attracting less page views. What could be the cause? And how is it that the sites that seem to be attracting lesser page views, are still making bigger profits than before?
What does it all mean?
I have my theories, […]

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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 […]

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Do you actually sell on blogs? It depends. Are you in the mood for asking stupid questions?
If you, for one second believe, that you’re going to get action from your customers by simply ‘expecting them to work out’ what you sell–well, you are indeed in the mood for stupidity. Because let’s look at a blog […]

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First, you need to know something.
With zero advertising, zero affiliates, zero Google Adwords, zero whatever–we’ve filled the Website Masterclass for the second time in a row. Now this ain’t some piddly $20 class. Each participant pays between $2200-$2500 to be at the event. This isn’t counting food, travel, hotel stay etc.
Attraction of course, played its […]

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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 […]

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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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