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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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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There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition. Brands make promises all the time, and most of them ring empty and hollow on the ears of a prospect — even if the brand can actually keep its promises. There is, inherent […]

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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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The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have There is no such thing as a brand promise — only a brand expectation — after the experience of the value proposition. Brands make promises all the time, and most of them ring empty and […]

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Ecommerce Optimization in 8 Minutes: How to increase the performance of your category pages with clear value proposition A clear value proposition is at the heart of any business. But in the ecommerce space, where commodities are much more common, it’s incredibly difficult to compete and also be clear about the value your product brings […]

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