By Application Only

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A client in the finance sector began requiring new clients to fill in an “application form” before he would work with them. Initially, this was because he became sick of dealing with shonky, unreliable clients. He wanted to filter out the bad clients early – and creating an application form would just make the admin around this easier. Soon, he …


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Mental Jujutsu

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As marketers, sales specialists, and business owners – distraction and inertia are far bigger threats to our sale than competitors. (After all, our competitors’ customers are just as vulnerable to the threats of distraction and inertia as we are!) So how do we overcome these threats? One way is to simply not overcome them: to use them to your own …


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Your Second-Biggest Competitor

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If your biggest competitor is distraction – stealing away your best leads and customers – then your second biggest competitor must be inertia. In addition to being biologically hard-wired for distraction, we’re also biologically hard-wired for inertia. We’re highly motivated to do things that will save energy, and avoid energy-sucking risks. (So if you’ve ever been accused of being lazy …


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Your Biggest Competitor ISN’T Someone Else

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The biggest factor you’re competing against, when it comes to making a sale, is life itself. Have you ever been in the middle of buying something and… DING! …A text message appears on your phone; Or a social media notification; Or an email comes in; Or the phone rings; Or a colleague asks “Have you got a minute?”; Or your …


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The Website Trust Ladder: 6 Ways To Develop Trust on Ecommerce Websites

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Level 1: Being Open The biggest disadvantage that websites have – when compared with human salespeople – is the lack of social interaction. Having a human who could establish rapport, ask questions, and be responsive is a hugely valuable sales tool. It’s the reason why the typical human performs far better as a salesperson than the typical website. According to …


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More Than A Pretty Face: How One Picture Increased Ecommerce Sales By 35.3%

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Websites are cold and impersonal. But what happens when you add some warmth; a human face; and a promise that you’ll be there if things go wrong after the sale? This is exactly what one ecommerce store did to their shopping cart’s checkout page. They added a photo of a key customer support staff member, the staff member’s name, the …


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It’s Impossible To Scale or Sell A “Personality” Brand – Right?

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Perhaps not. In fact, there’s a lot of evidence that suggests “human” brand names outperform corporate brand names. If you want to see how this type of model works a scale, look at the countless examples of luxury, prestige and lifestyle brands in the marketplace. The vast majority of them were named after a founder: Guccio Gucci Louis Vuitton Coco …


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Perfectly Imperfect

USS Gerald R. Ford (CVN 78) Aircraft Carrier in Dry Dock
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So many great business ideas go to waste because of failure to launch. We want to launch something great. So we delay launching until our marketing is right, and feels right, and says the right things, and everything “fits” perfectly. But this strive for perfection leads to delay, inaction, paralysis, overwhelm, self-criticism… Sheryl Sandberg has a great quote: “Done is …


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Will Car Buyers Trust A Tesla in 3-6 Months?

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[Note: I published this to my personal Facebook recently – but wanted to share it with you here, because it ties into the theme of trust in sales and marketing that I’ve been publishing about recently.]   I really like Tesla.   I really like their cars.   I really like the way they push boundaries of innovation.   I …


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The Best Brand Name In The World

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We are social creatures. We are naturally wired to find it easier to interact with people. We engage with people naturally. But it’s far less natural for us to engage with faceless corporations and brands. This is the reason why Apple Keynotes were such a big deal during Steve Jobs’ reign – and such a non-event after his passing. This …


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