Why Clients Buy—And Why They Don't
Imagine you own a toy-truck company. And on your toy-truck website you sell red trucks. And blue trucks. And green trucks. And yellow trucks. And mauvish-orange trucks (ok, so I’m running out of primary colours) Which means you’ve pretty much got a Products Page with loads of trucks. So logically, or so you think, the […]
[Continue reading...]Let’s imagine you and I are meeting in Donostia-San Sebastián in the north of Spain for dinner. And we’re going to have dinner in the old town. What are we going to have for dinner? I know. We’ll have some beer, los pintxos, some icecream, and a cafe cortado. And guess what? We’ll get the […]
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The ‘Yes and Yes Pricing System’ is supposed to work. Yet somehow, it seems to fail. In this issue, learn ‘Why The ‘Yes and Yes’ Pricing Grid Fails (And How To Fix It)’ Coffee. Coffee and chocolate brownie. Which option puts a bigger smile on your face? No, don’t tell me… In random tests done […]
[Continue reading...]You may not realise it, but your articles are creating a ‘huh’ factor. A ‘huh’ factor is like a speed bump on a road. If you don’t remove that speed bump, it causes the reader to bounce over your words. If you have too many of these speed bumps, it frustrates the reader. And they […]
[Continue reading...]It was 2004. We were promoting the Workshop in Los Angeles. As part of the marketing promotion, we put one little audio testimonial on the website. No, it doesn’t matter what the testimonial said. What matters, is that over 1200 people clicked on that one link to listen to the testimonial. Now why would they […]
[Continue reading...]You know the feeling of getting stuck, don’t you? You set out to write something: Maybe an email, maybe an article. And you sit there at the computer completely disgusted. Because no matter how much you try, and whatever you write, the words just don’t seem to flow. So why don’t the words flow? To […]
[Continue reading...]Do you sometimes feel you’ve run into a rock star? Not just any rock star, but the one that really commands the respect of everyone around? Well, today we’re we’re going to speak to Lynda Weinman: the rock star of software training. Peachpit Press calls Lynda Weinman is the best-known and highly respected teacher of […]
[Continue reading...]This article has been removed. My apologies. 🙁 Instead here a super interview between Lynda Weinman and I. In case you’re wondering, Lynda Weinman is one of the founding members of Lynda.com. Lynda.com started out as a video site when video was um, big trouble to download. Today they get hundreds of thousands of visitors […]
[Continue reading...]As a retailer, which is the most important sale of all? Is it the first sale, second sale, third sale or future sales? Actually the answer is: “All of the above.” But you knew that already didn’t you. What you probably didn’t know, is the importance of the third conversion. So what’s the third conversion? […]
[Continue reading...]Have you ever struggled to read the text on a web page? You’re keen to read the material, but not sure why you’re struggling. And it’s not because the language is difficult. And it’s not because the topic is unknown. Yet there’s something that’s driving you batty. It’s something on the page itself, but you […]
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