What keeps customers from filling out one of your email capture forms? Is it because they don’t believe you will deliver what you say? Is it because it’s too long? Too short? In this clip from an in-person training session at 2016’s NIO Summit hosted by NextAfter at MECLABS, Austin McCraw talks about the two […]

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On the surface, the words “hypothesis” and “marketing” seem like they would never be in the same sentence, let alone the same paragraph. Hypotheses are for scientists with fancy lab coats on, right? I totally understand this perspective because, unless A/B Testing CRO (conversion rate optimization) is part of your company’s culture, you may ask […]

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Email subscriber Jennifer recently wrote to us saying, “I’m a big fan of MECLABS and your value proposition work. I’d love to see a story with specific examples of five great value propositions.” Well, Jennifer, let’s dive right in. The first example of what a value proposition should look like is from the University of […]

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You might have read about The BairFind Foundation in USA Today Sports Weekly magazine recently: Minor league ballpark signs raise awareness on missing kids. We helped optimize the signs discussed and pictured in that article, and I wanted to share our thinking behind those changes so you can get ideas for applying the Conversion Sequence […]

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I was in Starbucks the other day, and in walks an older gentleman. I couldn’t help but notice that people kept focusing on him and chatting him up — in line, while waiting for a drink, etc. I could overhear the conversations a bit, so I asked someone sitting near me, “Was that guy in […]

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In our work with Research Partners, we often get asked about new product launches. Eric Ries talks about product launches in his book The Lean Startup. In that book, he introduces a concept called the minimum viable product. According to Ries: …the minimum viable product is that version of a new product which allows a […]

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How long do you have to know someone before helping them move? I don’t know about you, but I wouldn’t invest that kind of time without having an existing relationship with a person. As I listened to my father, Flint McGlaughlin teach in today’s Email Messaging Workshop at MarketingSherpa Summit 2017, I recalled an episode […]

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I’m here at the MECLABS Landing Page Optimization Certification Course on the last day of the 2017 MarketingSherpa Summit. In the second session today, Flint McGlaughlin, Managing Director, MECLABS, lectured on the value proposition. “A value proposition is an ultimate reason,” he said. “It is the answer to the question posed in the customer’s mind, […]

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Optimizing marketing collateral is difficult. First, there is the constant stream of new tactics and clever hacks to implement. Then there are the politics of your team interacting with management for budget, thought leadership and decision making. And on top of that, there is the overwhelming feeling of not knowing where to begin. MECLABS Institute […]

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