Who wouldn’t be thrilled to wake up one morning to find that their blog’s subscriber base tripled overnight? I certainly would. And yet, my excitement would likely be misguided. Continue reading “Better, Not Broader”
Do we spend too much energy trying to come up with better answers to the same old marketing questions? Continue reading “What’s the Better Question?”
Have you ever been on the receiving end of a really aggressive, old-school, face-to-face sales pitch — the type of conversation that makes you feel less like a human being, and more like an unwilling participant in a sales training exercise? Continue reading “Marketing Mechanics or Human Empathy?”
The point of suspending judgement during a brainstorming session is not quantity for its own sake. It’s to use quantity as a tool to help overcome our blind spots and override the judgmental, linear left-brain thinking that limits our options. We’re wired to find a solution quickly so that we can move on to the next challenge. The problem is that the first solution will tend to be the least innovative. Continue reading “Creative Safety”
Creativity isn’t about “knowing.” It’s about seeing clearly, making new connections, and testing every idea to find out what really makes a difference. Discovery, not just productivity. Continue reading “Creative Work”
The pressure to deliver measurable results can quickly turn the excitement of a new marketing leadership role into overwhelming panic. You feel like you have to prove yourself at every turn, knowing that your performance during the first six months will directly impact your future.
Where do you even begin? Continue reading “Quick Wins — Delivering Measurable Results in Your New Marketing Role”
Mention “emotion” and “B2B marketing” in the same sentence often enough, and you’ll eventually provoke an ironically passionate counterargument about buyers preferring to “reach their decision based on logic, rational thinking, and business value.” Just the facts, thank you very much. B2B decision-makers are serious people with serious problems investing serious amounts of money. A major investment decision is no time for emotional whims. Continue reading “Why All B2B Buying Decisions are Emotional”
It’s frustrating to spend time and money producing a great video, only to have it sit unwatched on your YouTube channel. If you’re looking for ways to get your YouTube videos in front of more prospects, here’s an idea for a cost-effective, targeted, and easily measurable lead generation campaign using Google Ads and your existing video content.
What is it about great content marketing that makes it so persuasive? What’s the difference between the content that truly resonates with prospects and helps motivate them to become customers, and all the rest that they simply ignore?
Robert Cialdini’s classic book, Influence: The Psychology of Persuasion, details the unconscious motivators — reciprocity, scarcity, authority, consistency, liking, and consensus — that drive human behavior, including why we respond to (or ignore) marketing.
In part 1, we explored how the principle of reciprocity can help make your content marketing more persuasive. This video will look at how understanding the principle of scarcity can also increase the effectiveness of your content marketing. Continue reading “Part 2: Scarcity and the Art of Persuasion”
What is it about great content marketing that makes it so persuasive? What’s the difference between the content that truly resonates with prospects and helps motivate them to become customers, and all the rest that they simply ignore? Continue reading “Reciprocity and the Art of Persuasion”