Archive by Author

The Complexity of Closing a Sale

B2C, B2B, impulse purchases, straightforward purchases, considered purchases, nonprofit, lead generation… Your ability to persuade depends more on your audience’s key qualitative factors than on your business category and, many times, audience demographics. If you understand all the elements that make up your unique persuasive process — a marriage of how you sell and how […]

99 Bottles of Beer On the Wall…

Do you remember chanting this song with your friends? 99 bottles of beer on the wall, 99 bottles of beer! Take one down, pass it around 98 bottles of beer on the wall 98 bottles of beer… I don’t really remember why I was thinking about this song, but it reminded me of how optimization […]

Building Better Category Pages

In nearly every Web analytics package, there’s a section for abandon rates, or where people exited your website. Online retailers often believe people abandon their sites on a product level. Yet abandonment typically happens at the category-page level. Why? For each type of perspective, profile, or persona on your Website, the category page’s job is […]

A Half-Dozen Business Choices

Every company has to make choices when it comes to how it markets and sells and, in some cases, who it is and what it sells. In an e-mail exchange, Tom Grimes, a great and brilliant friend, shared with me what he’s thinking about in terms of business choices. Based on his list, here’s my […]

How to Use Any Tool to Optimize Better

As a self-professed tool junkie, I’m a sucker for shiny new tools. I love tools of any kind — Web tools, software tools, and on a Sunday morning you might even find me in the Brooklyn Home Depot wiping the drool from my mug as I admire this fine kosher beef grilling tool. No doubt, […]

More Profitable Online Publishing

Publishing’s strength has shifted from the media elite to the masses. It began in the late ’90s with sites like GeoCities. In 2005, we witnessed the explosive emergence of the blogosphere. And in 2006, video and social websites drew the attention. Today, anyone with a browser and a digital camera can be a publisher. This […]

The Value of Online Traffic

Is traffic cost inflation stalking you, or has it fully violated your marketing budget? No online marketer is exempt; online traffic costs will increase. It’s the nature of supply and demand. This Internet economy is settling into familiar patterns, and the costs of doing business online are beginning to resemble those of our brick-and-mortar brethren. […]

Delete Your E-mail List–Really!

Do you have a successful e-mail list? How do you determine its success?— Total subscribers? Number of weekly sign-ups? High open rate? Click-throughs? Comments generated? All those numbers are important, but often the real value of a good list is the participation it stimulates between the subscriber and your business. Too many businesses shell out […]

Wrapped Up Tightly in a Box

During the Fall-Winter, holiday time of year we all get invited to way too many office parties. These parties tend to bring out the best and worst in people, and the one consistent phenomenon is that marketing and business people stay clear of the development teams. This antagonism seems permanent and is probably rooted in […]

Persona Development and the Law of Averages

“Persona” is a hot buzzword in this industry, yet most companies that create personas haven’t fully embraced everything they have to offer. Most personas are watered-down and hard to relate to. The worst of the lot are lifeless outlines of a company’s demographic targets. Most often, they don’t deliver the expected outcome from using the […]