New Year’s Day is the perfect time to reflect on how last year went and what you’d like to be different next year. For many people, New Year’s resolutions are a helpful way to make commitments to create change. So why shouldn’t they do the same for your organization? We’ve [...]
Who’s your audience? Who are the people you want to talk to? Who buys your products, uses your services, or supports your mission? Most organizations have a broad understanding of who these people are. But with buyer personas, you can hone in on the specific groups of people you’re trying [...]
Sometimes having a clear, well-defined brand message makes a bigger impact on sales than the price or even the quality of your products. Donald Miller puts it this way: “People don't buy the best products and services. They buy the ones they can understand the fastest.” With any given ad, [...]
It’s pretty common to open an email and see several calls-to-action (CTAs) with separate links taking you to separate pages. But if your emails are underperforming, it could be a sign that you are diluting your message with too many CTAs. The more CTAs you have, the more spread out [...]
Imagine a friend invites you over for dinner, and you’ve never been to their house before. They give you their address and tell you how to navigate their apartment complex. But when you show up at the address, there’s no apartment complex. It’s a house. Even with the address right [...]
As an advertiser, you want your audience to see your ads and think, “Hey, this is for me!” You want to speak to their aspirations and problems so clearly that they feel like you understand them and your product or service can really help them. You want them to see [...]
People generally open your email for one of two reasons: They recognize and trust you. Your subject line sounded interesting. The only way to build trust is to increase brand awareness and consistently create valuable experiences for your leads and customers. But there are lots of strategies for writing interesting [...]
It’s nice to imagine that if you present the right facts and statistics, the sheer weight of your logical arguments will convince people to buy your product or service. But that’s not really how most people make purchasing decisions. While facts, logic, and statistics are important, emotions play a critical [...]
When you’re trying to convince someone to click your ad, open your email, sign up for a demo, or read a blog post, it can be hard to settle on the right messaging. How do you boil down everything your company or product does into a handful of words? What’s [...]
Every industry has specialized vocabulary that describes its concepts, problems, products, services, tasks, and roles. Sometimes these are unique words that evolve from acronyms or concepts that other industries don’t deal with regularly. Other times, this specialized vocabulary might repurpose existing words in a new way. However it forms, this [...]