Blog
Only say what’s important
Sometimes you're too close to your product to see where you’re being too detailed or too vague… or just not clear! This Founder was trying to explain a complex product which has multiple levels and is targeted to a very niche audience… but was saying it all on the...
Explain in a simpler way
If people cannot describe your product in a couple of words to their friends, it's not going to work. Even super-niche products can be explained in a simpler way which shows clear value. No product is too complex to explain in a few words.
How to handle an unlucky brand name
This is a great example from Wix of how to handle an unlucky brand name choice which ended up sounding like a pandemic. It's magnificent how they made fun of the whole thing, accepted it and actually used it to their marketing advantage when renaming.
There is no product that everyone wants
“There is no product that everyone wants. You can either spend all of your time trying to get the last person to like you, or you say ‘I’m sorry it’s not for you, I’ll go talk to these guys instead’” – Seth Godin Be specific about your product marketing. Not everyone...
Marketing is about 2 things
Marketing is about 2 things: 1. Psychology; 2. Copywriting; It's about how people think to make a decision; and how to write in a way that you're clear and trusted with their attention. The more I study marketing the more this gets obvious.
Get a free consultation
Sometimes you're too close to your product to see where you're being too vague... or too technical... or just not clear. That's when you need someone to show you how you can be clearer and see new opportunities for growth. If this sounds like you, I've just opened my...
Proper grammar
By now you might have noticed that I’m not a big fan of proper grammar, sentence structure and big words. That’s because I deliberately write as I talk. And I try to write everything in this way. ... that’s why you’ll never get an email from me starting with “Dear...
Happy Christmas
Happy Christmas ✨ Hoping that this year you’ll still manage to spend some time with people you love.
Done > Perfect
Somedays we win by just not doing nothing.
Just write it down
I get asked all the time about the best way to share content when you don't know what to speak about. My current opinion: Just write stuff down even if privately and if you end up deleting 80% of it. The process of writing it down exercises your brain to think like a...
Sell the outcomes
Don’t sell products. Sell the outcomes. This is how Dropbox changed their messaging... ❌ in 2010 speaking about The Product: "Sync your files online and across computers". ✅ in 2020 speaking about The Outcome: "Focus on the work that matters... bring all...
My iPhone homescreen
I might be having a bit too much fun customising my iPhone homescreen 😅 Apple has been very strict not allowing customisations but with iOS14 a workaround was introduced and iOS 14.3 has finally made it usable without having to open the shortcuts app every...
Time to talk to customers
What are your happiest customers saying about you? Discover that and go do more of it. Sounds obvious but it’s surprising how many teams ignore this by never investing time to talk to customers.
Blob Opera
I was meant to finish some work this morning, but instead, I found this. Now I'm sending songs to people! 😂 Go play with it and thank me later... https://artsandculture.google.com/experiment/blob-opera/AAHWrq360NcGbw?hl=en
Answer these 3 questions on your landing page
Your landing page needs to answer 3 basic questions: 1. What do you offer? 👉 Explain the value you provide; 2. Why should I care? 👉 Explain how this creates value for them; 3. How do I buy it? 👉 Make taking the next steps easy; Answer these 3...
Knowing more about people
The best marketers don’t know more about the latest trick, tactic, tool or channel. They know more about... people. They understand how people think and make decisions. Knowing more about people works today, next month, next year and in 10years. and that's what your...
Understanding 5G
What are your customers saying about you?Discover that and then use it to describe your products.I love what Ryan Reynolds is doing with Mint Mobile.Customers say that it's complex and they don't understand it... so just acknowledge it 🙌There is (probably) a...
You wouldn’t tell lies to your own wife.
"Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine." - David Ogilvy
What’s in it for me?
Every time you communicate with a potential customer they're asking the same question: "What's in it for me?" If you don't answer, they won't buy.
Google – year in search 2020
The most human trait is to want to know why. And we have been asking "why??" more than ever before in this tough year for us and our planet. If you're reading this you should be grateful at least for survival all 67 months of 2020. but many have suffered severe...
Starbucks’ positioning
“We are not in the coffee business serving people, We are in the people business serving coffee.” said Howard Schultz, Founder of Starbucks ☕️ Both sound similar but are completely different approaches to Starbucks' positioning. People could get coffee...
“they’re telling other people to buy from us”
From“they don’t know we exist”to“they’re telling other people to buy from us” That’s the journey you have to go through for growth. And the first challenge is to see where you’re currently at and what to focus on to get the most benefit. Focusing on Activation when...
It’s obvious in your head but you’re not saying it
What’s your customer’s view on the problem you solve? What alternative are they using to solve this? Why are you different? And why is that meaningful? These are some of the questions we try to answer when looking at your product and homepage. Sometimes you are way...
Understanding your web designer
It's time to speak like a pro! As a founder and marketer you have to wear many hats and understand what everyone is saying and be on the same page. Here's an initial list of terms to keep in mind to understand your designer friend 😅 What other terms should be...
Value is about the other person, not about you.
Value is about the other person, not about you. One of the simplest changes you can do is to reframe the value which your product is giving. “Here’s what our product can do” And “Here’s what you can do with our product” Both sound similar But are completely different...
Web analytics doesn’t tell you the full story
Improving the customer experience of a product is an art and an opinion. or is it? 🤔 The truth is, you need more than just what Google Analytics tells you to see what's really happening in between the recorded pages and the clicks. One of the first things I...
What I’m reading in December 2020
Preparing the December reading stack ✌️ 1️⃣ Show your work - Austin Kleon2️⃣ Out of the Silent Planet - C.S. Lewis3️⃣ Obviously Awesome - April Dunford4️⃣ The Ultimate Sales Machine - Chet...
On keeping happy customers
You spend half your budget on acquiring customers but to be successful you need to keep them... and keep them happy Happy customers will spend more each month and will keep buying from you If they are upset, or not seeing value, they'll cancel, quickly. One way to...
Focusing on traffic instead of conversion
Conversion matters. But improving 5% of nothing is still... NOTHING! 🤯 For that very reason many times you should be focusing on traffic instead of conversions. Sometimes founders get me in to solve a conversion issue."We need signups", they say... "What's...
Upselling in e-commerce
Some very last minute tip to improve your Black Friday and Cyber Monday ecommerce selling. 🤑... there's still some time to include an upgrade flow 😉 What I really like about this is that when done right, cross-selling and upselling can add to your...