Blog
Remarkable SaaS companies measure KPIs in these 4 categories
Continuous growth is essential for any startup.And f you don't know how you're performing you can't measure your success... or failure...Successfully growing a business means tracking metrics across multiple areas.But after you've put your analytics software in place...
All the organisation has to be on board
When focusing on a Product-Led Growth strategy, it is essential to have all the organisation on board. Product-Led Growth leads with the value of the product to enable growth, rather than through Marketing or Sales. As users gain value from using the product they will...
3 questions you need to be answering quickly to increase website conversion
Over the last few months, I've run this exercise with 27 startups and we were all impressed at the level of clarity they were able to go away with every-single-time. 🚀 It helped them gain a simple way to describe their products in a concise way.And also gave...
Sony advert – 1983
Brilliant ad from 1983! Love the comparison! The Walkman-listening person can’t even start to imagine the volume of choices we have today. Clear messaging was important in 1983 when there were only a few choices; we are doomed without it today.
We always write about that bigger business goal
What’s your business goal? Your North Star? What are you trying to achieve? Everything you write should be aligned to that larger business goal. Every blog post, Every video, Every website header, Every landing page... Ask yourself “what goal is this serving?” This...
Friday morning strategy sessions
Love these Friday morning strategy sessions ✌️ I’m always happy to see how a simple 30mins call can start to bring clarity around how to explain products - what to say, how, where... The ideas are in the founder’s/owner’s/marketer’s head but it’s often...
Understood the fastest
We don’t always buy the BEST products. We buy the products that can be understood the FASTEST. Simplicity = Money.
Simplicity = Money
We don’t always buy the BEST products. We buy the products that can be understood the FASTEST. Simplicity = Money
Cognitive load
Product information which converts doesn't really need to be very creative. What you say about your product needs to speak to the real-life mindset of your users. The more your copy reflects what's going on in your user's mind, the less work they have to put in to...
The creativity of product information
Product information which converts doesn't really need to be very creative. What you say about your product needs to speak to the real-life mindset of your users. The more your copy reflects what's going on in your user's mind, the less work they have to put in to...
Remove any tech-specific words
To explain what your company does in simple terms start by removing any tech-specific words from what you're saying. No one cares about what you do. Sorry! 😅 Very often I meet companies who insist on mentioning specifics... things like AI, Blockchain, Machine...
Zoom waiting rooms
Zoom waiting rooms are incredibly boring. We just stare at a black screen and wait. These should be designed to be extremely fun! 🥳 Games? Chat with others? Read something? See an agenda? (if only there’s an agenda for every meeting 😅) Think Fortnite...
The goal of marketing is to drive revenue
The goal of marketing is to drive revenue. Not to have a pretty website. Not to write exciting emails. Not to build a great brand. But to drive revenue. And the best way to do this is to get people to take direct actions and start...
Help them change
What our customers want from us is for us to care enough to help them change. To help them move forward with a solved problem. To provide a way to handle a difficult situation. To make their life easier. To help them change.
Their own words
If you have customers, the best place to find ideas for what to do next is in *their own words* 💥 What words are they using when they think about us?
What are your customers telling you?
Want an excellent place to find quick-wins? Listen to what your customers are already telling you and focus on improving that 👇 There are a number of ways to do this but one of my favourites is Net Promoter Score (NPS). On an NPS survey, we ask users, on a...
The value of a product
The value of a product is only based on what someone else thinks they are getting from it. 🙌 The value is 100% about the other person and not about you. And so, your product must be shown in a way which is of value to them... 👉 Why should I care?...
Conserve calories
You’re in a noisy room. Someone calls out your name. You stop... 👇 How did you manage to hear and focus on that?? It turns out that our brain is processing all kinds of sounds and visuals without us realising it. Most of it is ignored as background noise. And...
Record yourself saying it
Product exercise for the day... Grab your phone Open Camera... switch to selfie mode. Answer this "What does your product do?" 🤔 record yourself saying it. Then re-watch yourself. 🙈 Are you clear and to the point? Do you have it nailed down to a...
Listening to people
Our primary task as marketers and creators is to listen to people. (shhh... just listen) (seriously) Find out what struggles they have. See how you can help them. Explain it in a way which they can understand... quickly. Build it. And ship it. Every time I have an...
Focus on one specific use for your product
Focus on one specific use for your product. 🏹 I'm sure the product could be a fit for Distributed Teams, for Events organisers, for Schools and [... add yours here]But you cannot be great for all of them. 😲 And it is extremely difficult to show value...
Write the way you talk
Tip from a 1982 David Ogilvy internal memo:"#2. Write the way you talk. Naturally." Really, it's that simple.Ignore the complex words.The long sentences and chunks of paragraphs.And it's ok not to have perfect punctuation all the timeWhoever reads your text will be...
How Apple missed an opportunity to tell a better story
Apple just launched a monitor costing $4,999 with an OPTIONAL stand at $999 😱
Yep! $999 just for a monitor stand, which you have to buy separately.
State of Social 2019
Imagine you are an amazing Social Media Marketer! You are in charge of a brand (or manage multiple clients), you have a perfect content plan, you know exactly what to post, when to post, how to post and where to post, you have perfect control of your budget and you can report exactly what’s working and what’s not giving return.
24 books I read last year and the ones you should be reading in 2019
It’s inspiring to see how the daily, automatic and almost insignificant habits shape who we are. I had read 1 book in 2016, then 20 books in 2017 and now 24 books in 2018! This reading habit transformed my thinking. “In my whole life, I have known no wise people (over...
20 books I read in 2017
In 2016 I had only finished 1 book… Ouch!
This had to change.
So, in 2017, I set a goal to read 10 books — 1 book per month with some buffer.