The term cobra effect describes an incentive policy that causes unintended consequences and results in the opposite effect intended. In the 1800s the colonial government of India (as the story goes), becoming increasingly concerned about the population of cobras in Delhi, offered a bounty for every dead cobra brought in. Although it was initially successful, [...]
As marketers we could learn a lot from ants. They don’t attend conferences, have multi-million dollar budgets or get pitched by the latest AI-based tech vendors. Yet over millennia they’ve figured out a radically efficient solution to an important and complex problem – how best to find food to sustain the colony. This is [...]
Houston, we have a problem. As enterprise focused B2B marketers, we have a problem. We all agree that we want to grow traffic to our website, turn the traffic into leads and convert the leads into customers. Yet, we have all blindly trusted the theory that, producing more content, showing product options, displaying more testimonials, and [...]
There was a time when real estate agents had unrivaled power. You were the gatekeeper. You held all the cards when it came to property information, neighborhood advice, and the all-important property listings. If someone had any questions pertaining to property, be it about purchasing, renting or just understanding more about the industry, it was [...]
It’s easy to see B2B and B2C marketing as completely different animals. After all, that’s how their customers have behaved over the years. The common thinking: it’s easier to sway B2C customers with media, ads, and special offers. They care about brands, but most of the time, switching between them is not a big deal [...]
It can be a real hassle to keep up with the demands of the modern consumer. With every new case study released or piece of advice that’s published there seems to be something else that customers expect of us. No one is content any longer to simply purchase a product and make do with that [...]
Marketing’s a tough old game, isn’t it. There’s a lot to consider when you sit down to think about it. Contrary to what many may think, we’re not in the business of sitting around and coming up with witty messages or punny slogans to help sell products. Sure, that might be a small part of [...]
How do we grab attention? Does a simplified list of product/service features compel users? Or does an entertaining recounting of a brand’s mission and the difficulties they (and by extension their customers) have overcome draw in more users? Pretty stupid question right? Escaping the drudgery of corporate speak has quickly become a prominent goal for [...]
You want to make your best case why people should buy your products or services … You also don’t want to come off like an overly aggressive lawyer or door-to-door salesperson. Striking the perfect balance between compelling and not too pushy will shoot your conversions through the roof. But finding that persuasion “sweet spot” can [...]
Frustrating, isn’t it? You’ve followed all the advice, have a sales funnel you’ve optimized the hell out of and yet see next to no real gains in revenue. It’s enough to make you want to throw in the towel. You’ve taken all the right steps, so what’s missing? Well, the problem could have a number [...]