We had a heart rate monitor. The marketing said calorie tracker. I’d spent years inside the wearables category before I ever walked into Scosche. So I knew a bit about the category positioning for various wearables. I was there on day one of bodybugg, one of the first consumer devices that tracked your body around […]
Category positioning done wrong (and how we fixed it) Read More »
You are not closing enough deals. The price keeps coming up. Prospects hesitate. Conversations stall. And the obvious solution feels like it is right there — just lower the number and the resistance goes away. Do not. Here is what is actually happening when someone objects to your price. And why dropping it almost always
Why Lowering Your Price Is Almost Always the Wrong Answer Read More »
Last Friday we sent an email about glutamine. Not a launch. Not a promotion. Not a sale. Just an email about a product we have sold for years. 76% open rate. 3x sales on the day it went out. 2x average sales for the three days after. I want to tell you exactly why that
Why the Best Email We Ever Sent Had Nothing to Do With Copywriting Read More »
Why Price Is Never the Real Objection In 2005 Amazon launched Prime for $79 a year. One benefit. Free two-day shipping on eligible items. That was it. In 2014 they raised the price to $99. Membership grew. In 2018 they raised it to $119. Membership grew. Today Prime costs $139 a year. Over 220 million
Why Price Is Never the Real Objection Read More »
Most People Never Finish What They Start – or Never Start I went hiking today in Burbank between events at my daughter’s dance competition. Pulled into a random trailhead with time to kill. Drank some water before I started. Left the bottle in the car. The trail was steeper than I expected. Half a mile
Start Before You’re Ready. Refuse to Quit Once You’re In. Read More »
There is a street performer named Will. He collected about $100 an hour playing guitar in public. Not because he was the best guitarist on the block. There are thousands of extraordinary guitarists in the world who will never make $100 an hour doing anything. Will’s music was good. That is not why people stopped.
You’ve Been Talking About the Wrong Thing Your Entire Business Life Read More »
Quality gets you retained. Clarity gets you found. You’ve been putting in the work. Really putting it in. Maybe you’ve added to your offering. Refined your process. Built out your portfolio. Gotten another credential. Hired better people. Improved the product in ways that genuinely matter — ways that anyone in your industry would recognize immediately
Why Getting Better at What You Do Won’t Get You More Clients Read More »
Nobody wants a quarter-inch drill. They want a quarter-inch hole in the wall. And nobody wants better brand messaging. They want a business that actually connects with the right people. Most businesses know that line. They nod when they hear it. And then they go back to writing about the drill anyway. They talk about
You can’t write the label when you’re inside the bottle Read More »
Most marketing doesn’t fail because of execution. It fails because there’s no real value behind it. You’ll see brands posting consistently, running ads, redesigning their site… And none of it works. Not because they’re doing it wrong. Because there’s nothing there to amplify. You Can’t Out-Market a Weak Value Proposition A lot of brands are
Your Marketing Isn’t Working Because You’re Not Saying Anything That Matters Read More »
