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How to Filter Out Worthless Ebook Ideas—Part 2

Are you spending your precious time, money, and mental energy on the right ebook topics? In this series, we’ll explore quick ways to test your ideas.

Coming up with a relevant topic isn’t an exact science. But there are steps you can take today to help maximize the probability that your next ebook will move the needle and impact revenue.

Today we’ll look at the ICP test—choosing a topic based on a clear understanding of your ideal customers’ needs. Continue reading “How to Filter Out Worthless Ebook Ideas—Part 2”

How to Filter Out Worthless Ebook Ideas—Part 1

We’ve all been there.

You come up with an idea for a great ebook topic. One that you’re convinced is going to cut through all the noise.

You invest weeks planning, researching, drafting, polishing, designing, and reviewing. Finally, you’re ready to publish! You share the landing page on LinkedIn and your company blog. You promote it with PPC ads. You send it to everyone on your email list.

But as launch day comes and goes, your eager anticipation is replaced by disappointment. Sure, some people downloaded your ebook. But not nearly as many as you had hoped.

No stream of brand new leads into the sales pipeline.

No spike in prospect engagement with the sales team.

No avalanche of shares, likes, or comments.

Just—meh. Continue reading “How to Filter Out Worthless Ebook Ideas—Part 1”

Are Facts Boring?

A recent Forbes article states “While business to business (B2B) branding has a reputation for being boring, more companies are taking creative cues from business to consumer branding (B2C). The fact is, we can no longer afford for our marketing to be boring. The buttoned-up, ‘just the facts’ corporate tone associated with B2B isn’t effective anymore.”

When was it that B2B could afford to be boring?

Continue reading “Are Facts Boring?”

“Am I Willing to Feel Stupid?”

Groundbreaking marketing campaigns are not typically the result of some isolated creative insight, but of trial and error, failed experiments, and the willingness to be wrong. Solving real marketing problems (the difficult ones that matter) requires that we embrace uncertainty. The catch is that not knowing the right answer feels really, really bad. Continue reading ““Am I Willing to Feel Stupid?””

Drowning in Shallow Data

There’s no shortage of digital marketing metrics to choose from. Google Analytics alone has 150. Facebook export has 70 columns-worth, and Twitter export has 40 columns.

As we’ve adopted new tools to help us make better decisions, we may have lost sight of the relationship between the data and the reality we’re trying to understand. Is it possible that we’re making important decisions based on numbers that don’t actually mean all that much? Continue reading “Drowning in Shallow Data”