…and apply what you learn to your website There are loads of things you can do to optimise your website for visitors. But are you missing a trick? Making assumptions is one thing. It’s also useful to think creatively about persuading people to buy. How? Here’s a simple exercise that’ll help you pin down unforseen ways to enhance your visitors’ experience and boost [...]
Thanks to Drayton Bird for these two small but perfectly formed little gems: The golden rule of marketing is – give your customers what they want The golden rule of targeting is – go where your customers go Perfect. If you’d like to get a regular email from Drayton, each packed to the rafters with the best [...]
…and they’ll find it almost impossible to decide! Last year New Scientist featured research proving how difficult it was for more than eight people to reach consensus. Apparently fewer than eight people can make decisions relatively efficiently and effectively. But the moment you hit eight things go dog-shaped. It makes sense to me. In the olden days when I [...]
Terms & Conditions can be a genuine force for commercial good… as long as they’re written with your customers in mind. T&C are almost always legal gobbledegook, often lifted wholesale from a template. From a communications perspective they’re criminally poor. Which is a shame. Every communication is an opportunity to promote your business. In a world packed solid with dodgy dealers, positive, honest, transparent Terms & Conditions can [...]
Caveats are insidious. Don’t let them take over your sales message. It is best to avoid caveats altogether. Why? caveats interfere with your sales proposition reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks caveats make you sound negative and, contrarily, they make you seem less trustworthy Is it possible to avoid caveats altogether? Yes. It’s [...]