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Marketing in Adjacent Markets

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Look for related markets adjacent to your core market. Here’s a good example: Warby Parker sells eyewear online but they also have an app that allows any consumer with a phone to test eyesight. The app doesn’t scream “buy our product” but is perfectly aligned with the problem Warby Parker solves. Their eye test app is ranked #9 on Apple …

Redundancy

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On the top half of snapcorrect.com home there are 2 prominent links: Clicking either one takes you to the same result page (https://snapcorrect.com/assessment). But isn’t that a bad idea, you ask? Isn’t homepage real estate prime? Why repeat the same message but word it differently? Actually, what SnapCorrect is doing is clever. The tactic is called redundancy. Having just one …

Ad Budget Isn’t Everything

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Facebook has unlimited money and can throw as much as they want at a marketing awareness opportunity. But money isn’t everything. This ad by Facebook for workspace (screenshot below doesn’t show the ad video) has extremely low engagement considering the number of views (see red and blue boxes below):

Active Versus Passive Marketing

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There are basically two types of marketing: passive and active. Passive marketing is bottom of the barrel marketing where one is simply keeping up with competitors or implementing ideas based on internal pressures. For example, if your CEO asks to increase email channel sales contribution from 5% to 6% and you respond by increasing email messaging frequency by 20% then …

The 4 Forces

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If you’re a marketer you need to tattoo this in your mind. The diagram below is used to understand the forces that are at play when a consumer is considering purchasing a new product or service: The 4 forces are: – The Push of the Current Situation – The Pull of the New Solution – The Anxiety of the New Solution …

Site Search

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If your site has a search box and a user enters multiple search terms (one after another), it tells us two things: a.) they are motivated, b.) they are having a difficulty locating their target item. When this happens you need to show them a really well-written message that suggests they speak with a product specialist. These people are frustrated, …

Why Curiosity Matters

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Bob Moesta is a curious person. He was involved in home building and selling condos. His condos were designed based on the stated needs of their target audience (ranch style, 2 bedroom, 2.5 bath, granite countertops, hardwood floor, etc.) But still, a big percentage of interested people didn’t pull the trigger. Bob wanted to understand why. He discovered people who were …

Why I Love eCommerce …

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… because it allows for an infinite number of interesting business models. My friend Mike Johnson pointed me to something new. Scott Keyes is the Scott behind scottscheapflights.com. Scott’s Cheap Flights is a subscription service that sends out email alerts to subscribers on international flight deals. It’s basically a human powered flight price alert system. But what makes it stand …

Show Your Personality

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Amazon is as big and traditional a retailer as I can think of. Well, I saw this question on my Amazon homepage (see red arrow): Amazon doesn’t even sell invisibility cloaks. So why ask this question? Because it’s a fun question that a visitor wouldn’t expect to see on a site like Amazon. It’s also engaging. And if Amazon knows …

Stop Being Boring

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Mirrormate is in the business selling mirror frames. Their tagline is FRAME THAT BARE MIRROR: Nothing remarkable about that. What is remarkable is that they use the spirit of their tagline to introduce their team: Your customers have a sense of humor. Don’t be scared to show them your playful side.

Timing

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While listening to a song I really love I was shown this Spotify review request popup: How cool would it be if Spotify knew I liked this song (I’ve played it multiple times) and timed the review request popup to the very moment when my endorphins were kicking in listening to the song?

Divide and Conquer

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Supermeat.com is a startup that sells cultured meat. Cultured meat is made from animal cells, without the use of the animals themselves. It is biologically the same as the meat that comes from animals, but way better for the environment. Their homepage is genius. They show one question with 2 choices: 2 noteworthy observations: 1: Our brain is designed to solve problems, …

Generating the First Sale

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Here are details for paper system (product on the right): 1: It’s more expensive over the long run ($4.99/month versus one-time fee of $14.99) 2: More steps involved in using paper system. 3: The flow of coffee is slower with paper system so I have to wait longer for 1 cup of coffee. 4: Earth-unfriendly. My mother-in-law raves about Eco-Fill® Deluxe …