I feel the landing page is one of the most under-appreciated aspects of advertising. We spend so much time thinking about amazing advertising, marketing tactics, audiences, budgets and measuring our ads, that we forget the destination has a HUGE impact…
LIFT principles are not new, and they’re not mine. These are some well-adopted rules used by companies around the world, and something I’ve absorbed into my best practices. The foundation of lift is to ensure design achieves its goal, and…
Stakeholders and Goal Setting Our first phase after the approval of a functional specification document is to set the tone for the process. This involves identifying our key stakeholders and establishing the primary goals of the project. Who is approving…
Func-Spec Chapter 2 REsearch Research is where I find true leadership in marketing happens. It’s easy to make some basic assumptions about what to do and who the customer is, but actually digging into the market landscape takes time. What…
Using Operations to support Creative Excellence In our continuing exploration of how operations supports creativity, I wanted to dive into a recent restaurant experience. Here, the brand, the food and the experience are all thought of as creative expressions, but…
Simple Trigger Tactics for increasing the value of email programs This is more of an idea dump than anything, because if you’re trying to grow the value of your email program, you’re probably looking for new tactics. Or, if you’re…
When creating any website, consider the various device types and screen sizes that users may be accessing it from. From my experience, mobile users are currently making up 60-70% of website traffic. This is where responsive design comes in –…
Email AutomationPlanning for your customers life-cycle Shortly after onboarding to manage a new brand website, I built a sticky note wall of every aspect of the customer’s purchase journey online. It had every detail right up to the point where…
Tools for Managing projects, Customers and Expectations Long ago, my agency introduced the concept of the ‘functional specification document’ or ‘func-spec’. This was in response to a string of custom web projects that went woefully over budget on time and…
When selling to someone in person, you have the opportunity to uncover their needs and objections. If you’re good, you will figure out their pain points without adding any objections into the purchase journey. Of course, we’re not doing this…