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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Trust Is Worth More Than Money

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Distrust is an invisible barrier to the sale that often seems to defy logic. In this way, out customers are like first-time bungee jumpers. They want the experience that can only come from making the leap; They’ve been through briefing, passed the safety checks, and everything is secure and ready; They’ve shuffled to the edge, and readied themselves to take …


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Happily Ever After: A Paradox of Choice

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If you’ve ever seen the original Willy Wonka movie starring Gene Wilder, you’ll remember the final line in the film: Willy Wonka: “But Charlie, don’t forget what happened to the man who got everything he always wanted.” Charlie Bucket: “What Happened?” Willy Wonka: “He lived happily ever after.” The truth is very different. We like to imagine that giving customers …


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How Do You Know You’re Making The Right Decision?

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How do you know that you’re making the right decision? How do you know that you’re buying from the right company? How do you know that you’re selecting the right product? How do you know that you’re choosing the right romantic partner? …And what if you make the wrong decision? Fear, uncertainty, and doubt kill our ability to make decisions …


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Today’s Customer Is Wrong – But It’s Not Their Fault

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The phrase “The Customer Is Always Right” is a cliché of modern business. It was popularised back in the early days of modern retailing, by department store tycoon Harry Selfridge (founder of the department store, Selfridges – and subject of the character played by Jeremy Piven in the television show, Mr. Selfridge). Back in the day, it was a novel …


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Case Study: How Urgency TRIPLED Software Sales

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In 2007, I co-founded a startup that sold an online marketing analysis tool called Market Samurai. Market Samurai was the described as the “Swiss Army Knife of Search Engine Marketing”. It would gather a heap of data about the topics your potential customers were searching for online, assess how popular those search terms are, measure how valuable they stand to …


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Which Bait Do Your Customers Respond To Best?

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Split-testing is the logical way to test which motivations appeal to your customers best. By identifying several factors that motivate your customers to buy – and testing these motivations against each other simultaneously (at the same time, with the same quality traffic) – you can measure how much of a difference these factors make to your sale. (It’s the same …


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You Can Lie – But The Data Doesn’t

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Opinion polls in the USA indicate that more than 40% of Americans attend church every week. But by examining church attendance records, a 1993 study titled “What The Polls Don’t Show: A Closer Look At U.S. Church Attendance” concluded actual church attendance was lower than 22%. This demonstrates the big gap between the way we perceive and identify ourselves – …


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Motivations That Matter

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Not all motivations are the same. In fact – as we saw earlier in this book – often we’ll have several competing motivations duking it out for motivational superiority in our brains. (We might want the Ferrari, and the status advancement it represents – but fear the consequences of being judged as financially irresponsible by our partner, a “wanker” by …


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Your Megaphone to the Masses

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It’s natural to want scale in our marketing. “More leads!” “More sales!” “More customers!” “A bigger platform!” We want our own megaphone to the masses – who, when presented with our offer, will eagerly line up to buy. Suddenly, we’ll have all the leads and sales we could ever imagine. We’ll be buying yachts, and swimming backstroke through piles of …


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