The Customer Service Delusion

Posted on Sep 21, 2017

Every purchase decision involves emotion. We buy from people we like, we buy from brands we like. Unless you’re selling commodities to robots, reason takes a back seat to feelings. Spock fails at branding. Every time.

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Spock Fails at Branding

Posted on Sep 15, 2017

Every purchase decision involves emotion. We buy from people we like, we buy from brands we like. Unless you’re selling commodities to robots, reason takes a back seat to feelings. Spock fails at branding. Every time.

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Is Your Differentiator Ownable? Really?

Posted on Sep 13, 2017

Claiming great customer service as your key differentiator doesn’t work. People demand perfect customer service, every time from every business. Besides that, Those Other Guys make the same lame claim. Time to re-think.

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“A Better Deal” – a branding fail

Posted on Jul 28, 2017

The Democratic Party announced a timid war cry for the 2018 mid-term elections: A Better Deal. <crickets> Go ahead, try to come up with a weaker, less-effective combination of words. Maybe “marginal improvement!” or “slightly less evil!” The GOP has Frank Luntz; the Dems apparently have a committee of clerks. This branding train wreck will suck the […]

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SEO: The Three Cs

Posted on Jul 19, 2017

Is SEO really magical science?
No. That email promising to get you to #1 on Google overnight is a scam. Don’t fall for it.
Getting ahead of your competitors, finishing higher on Google searches depends on how you handle the Three C’s of Search Engine Optimization. The video explains that.

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Don’t Talk to Everyone

Posted on Jul 9, 2017

See why segmenting your audiences gives your buyer’s journey a happier ending.

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The Selection Set Blues

Posted on Jun 24, 2017

Disappointed with online lead generation? Find the cure! The video above shows you some simple steps to improve your chances of beating competitors in the selection set. SEO to get in it… First-time buyers will turn to search engines (Google and the seven dwarfs) to help them find what they need. Do you show up for […]

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Who Visited Your Site?

Posted on Jun 16, 2017

Don’t know? That’s a problem! You always lose sales from prospects you can’t see. Don’t measure? Have analytic tools in place, but never check them? That’s a problem, too! Gain insights from observing who’s visiting your website, which pages they visit most, which emails they actually open, what display ad or search engine brought them. Automate […]

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Are Focus Groups Obsolete?

Posted on Apr 3, 2017

Well… are they? Hell yes! We’re so passionate about the need for their extinction we wrote a white paper on the subject years ago (read it here). It’s still true. Why the hate? It’s a committee, for Pete’s sake. Humanity’s blockbuster weapon to prevent action. Many (and trust us, we’ve seen many) new product launches […]

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Respect the Humble Semi-Colon

Posted on Apr 3, 2017

The semi-colon: a 1% edge, and a shibboleth* Would 99% of your audience even notice if you misused a semi-colon? Probably not. This leaves 1% who would notice — and they’d take you more seriously. Punctuation pumps up perception. Look at any FB comment section – the sprawling mess of regurgitated word salad makes people sound irredeemably stupid. The (rare) comment […]

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