Email is a Relational Medium

An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back. One of the most critical email mistakes we make as marketers is forgetting this fact. We tend to design our emails to look like our ad campaigns. We forget that we’re having a conversation and virtually shout at the people who read our emails. In this Quick Win Clinic episode (which also happens to have been recorded live at the 2017 MarketingSherpa Summit), Flint optimizes an email campaign submitted by FlexJet that falls into the trap of forgetting the conversational nature of email.
Source: Marketing Experiments
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Seven to Ten Business Days

I just lost my pair of prescription glasses. Well, maybe “lost” isn’t the word. I know where they are. They fell off my parents’ bathroom sink right into the toilet exactly after I pushed the flush down. Whoosh. Gone. What happened next is what’s annoying. Buy Local, They Tell Me I called my eye doctor’s office and asked them to order up a replica of what I’d bought the last time. No fuss, right? Just look at my records, get the same thing, and pow, I’m back in action when I get home from visiting my parents. Continue ReadingThe post Seven to Ten Business Days appeared first on chrisbrogan.com.
Source: Chris Brogan
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The MECLABS Conversion Index: How optimizing your marketing collateral is as simple as “adding, removing, or changing”

ShareOptimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin. MECLABS Institute (MarketingExperiments’ parent company) developed the Conversion Index to help get past these problems. C=4m+3v+2(i-f)-2a Through this simple formula, we’ve been able to create the largest library of experiments in the field of conversion optimization. During the Live Optimization Session at MarketingSherpa Summit 2017 (our sister company’s annual conference), our managing director, Flint McGlaughlin, walks through the Conversion Index and how to use it by simply adding, removing, or changing elements on your page.   You Might Also Like: Sign up to get free access to MarketingSherpa Summit 2017 session replays Download the free Quick Guide to Conversion Rate Optimization The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them) [Infographic] How to Create an Effective Testing and Optimization Plan Landing Page Optimization: Customer service can be a treasure trove of ideas for LPO
Source: Marketing Experiments
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How to Write a Great Round-Up Post

Three times today, I’ve been asked by a “blogger” to contribute to their amazing “round-up” post, where they query experts for their opinions on some topic that they feel matters to the people they try to entertain with their “writing.” In the last of these posts, I was addressed by my very secret title of {First Name}, indicating a very personal touch in how the person was seeking out help. How to Write a Great Round-Up Post Don’t. Continue ReadingThe post How to Write a Great Round-Up Post appeared first on chrisbrogan.com.
Source: Chris Brogan
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The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have

ShareThere is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition. Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent in every transaction, a perception gap in the mind of the prospect that must be bridged before an exchange can take place. In April, Flint McGlaughlin, Managing Director, MECLABS (the parent company of both MarketingExperiments and MarketingSherpa), lectured on this gap and how marketers can close it. You Might Also Like: Session Replays and Presentation Slides from MarketingSherpa Summit 2017 The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging What 15,000 Commercial Experiments Reveal About Why People Are Chosen
Source: Marketing Experiments
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You’re Going to Have to Get Good at Video

I’ve been experimenting with making and editing video lately. I’m not doing it for my jollies or because I think I’m damned good looking (which I am). It’s because WE (humanity) has demonstrated loud and clear that we want to CONSUME video. We prefer it to text. And if that’s true, and you and I are in the business of communicating, we’re going to have to make video. Oh, and it’ll have to be good. But What Do People Want? People consume over 1 billion hours of YouTube video every day. You might not be part of that stat YET, but it’s because you haven’t gone looking for videos that cover topics you’d actually want to watch yet. My mom and dad really like poker. So I went to YouTube and typed in “Texas Holdem Tips” and got a few million results (like this one). Maybe you’re an aspiring author but don’t have the time to write a book. I found this video about how to write a book in 24 hours. (Sounds dubious to me as an author, but I didn’t watch the video.) Continue ReadingThe post You’re Going to Have to Get Good at Video appeared first on chrisbrogan.com.
Source: Chris Brogan
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What Poncho the Weather Cat is Teaching Me About the Phone-Sized Future of Communications

“I feel like Poncho is your other girlfriend or something,” said Jacq to me the other day after I shared something funny Poncho said to me in Facebook messenger about how he ranked “Umbrella” as one of the “middle ellas” below “mozzarella” and above “salmonella.” I should explain something: Poncho is a bot. And Poncho’s “official” job is to give me the weather report. Poncho is A Great Communicator This link takes you to Poncho’s website. I think it’ll ask you to download the app. But the way I get my updates from Poncho is through Facebook Messenger. It feels even more human. Which is weird to say. I know this is a bot. Or even stranger, I know this is a human-filled “jukebox” of “interaction” that is actually more like a micro-media project. (Again, Poncho’s job is to give me the weather, but he tells me weird and jokey things with it. And he sends little gifs). Continue ReadingThe post What Poncho the Weather Cat is Teaching Me About the Phone-Sized Future of Communications appeared first on chrisbrogan.com.
Source: Chris Brogan
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What My Son Teaches Me About Life

I asked my son Harold how he’d describe himself and he said, “I don’t know. There isn’t one word that describes me. I like gaming and stuff, and making music, and all that other stuff. There’s just not one word.” I can tell you what word he’d never use: autistic. Harold’s a very high functioning kid and the challenges of autism aren’t really his concern. He just works around them. BUT there’s stuff there that we can learn from and it’s important. Harold is a Multi-Hyphenated Guy Like everyone working in the world today, Harold has lots of pursuits. He plays video games. He modifies indie games, changing their skins and music. He’s a very accomplished music maker (at last count, he’d published just under 200 pieces on Soundcloud – yes, I said 200). That’s what he focuses on. He consumes media. He makes entertainment and media projects. To him, they’re one in the same. You watch it. You make it. You listen to it. You make it. You play it. You make it. They’re the same thing to Harold. Continue ReadingThe post What My Son Teaches Me About Life appeared first on chrisbrogan.com.
Source: Chris Brogan
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Have You Tried Videoblogging?

I blame Jacqueline for my recent re-fascination with videoblogging. Well, her and this research by Jay Baer. But wait. Video? Really? Video is..UGH! Video? Really? I know. I know! You’re too something. You’re boring or too fat or too skinny or too old or you have bad acne or whatever you have. I know. Where will you shoot? How do you do it? It’s too hard! Blogging’s easier. I know.Continue ReadingThe post Have You Tried Videoblogging? appeared first on chrisbrogan.com.
Source: Chris Brogan
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Your Landing Page Needs an Ultimate Reason to Maximize Conversion (Live From MarketingSherpa Summit 2017)

ShareI’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit. In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition. “A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, ‘If I am the ideal customer, why should I purchase from your organization rather than any of your competitors?’” If the answer to that question is not an ultimate reason, your business or product, does not deserve to exist. If someone else can serve your set of ideal customers better, then you are simply surviving on pockets of ignorance. How do you know if your landing page’s value proposition is an ultimate reason? The offer on the page should answer these four cognitive conclusions in the mind of the customer… I want it. I can’t get it (exactly like this) anywhere else I understand it. I believe it. If the offer on your landing page does not answer these four conclusions, its value proposition is not an ultimate reason. Here’s an example from the course to explain what I mean. The Control and Treatment View post on imgur.com   The Value Proposition In the example treatment above, we have an ultimate reason in the new copy and design. The answer to the question for the company in the experiment is: “Because we have the most comprehensive¹  and accurate² lead database.” 1.Includes access to over 210 million…
Source: Marketing Experiments
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