As marketers, we tend to forget that we don’t sell anything in an email. An email’s objective is not to get a purchase; it is to get a click. We should be asking the question, “What would drive the most possible clicks to the page where the purchase can happen?” In Quick Win Clinic episode […]

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Our experiments have consistently proven that there is a significant difference between a page that uses a clever but incomplete thought as a headline and one that uses a value-infused headline. The difference creates friction — enough friction to cause a gap in customers’ minds between value and cost. In that momentary gap, instead of […]

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As a marketer, you are faced with two fundamental challenges before you ever make a sale. Of course, you have to get your prospects’ attention and interest to start a conversation. But it’s just as important to keep that conversation going until they (not you) ultimately decide they are ready to purchase. The former is […]

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An email is a conversation. It’s not a magazine ad. It’s not a branding opportunity. It’s not a website. It’s a way to talk to your customers, and (hopefully) have them respond back. One of the most critical email mistakes we make as marketers is forgetting this fact. We tend to design our emails to […]

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