Understand How Your Customers Make Buying Decisions

Good marketers do one thing particularly well.

They relate to their prospects and customers. They try as hard as possible to understand how people think and what is their buying decision process.

The holy grail in marketing?

This is to make sense of why someone buys something.

Psychology, anthropology, and cognitive neuroscience are great sources of inspiration for good marketers. That’s because marketing is intrinsically about human beings.

You can find examples of this in two of the best marketing books:

Share of Customer: Why It Matters More Than Market Share

Improving share of customer is too often just a byproduct of a marketing strategy that aims to increase market share.

Most marketers think that bigger means better.

And they focus on selling to more and more customers rather than finding ways to sell more to their existing, satisfied customers. Unfortunately, giving priority to acquiring customers over retaining them comes out of thinking short-term.

The old marketing recipe isn’t working anymore: Boost awareness with advertising, make big discounts to trigger a purchase, repeat…

13+ Examples of the Best B2B Content Marketing in Venture Capital

Venture Capital & Content Marketing

Content marketing is the trendiest digital marketing technique.

And venture capital gives great examples of B2B content marketing. Think about the reputation that venture capitalists have built. Both investment funds (the limited partners that invest in VC funds) and startups really trust VCs.

How?

This is what you’re going to find out in today’s article.

As an entrepreneur, you’ll get new ideas for your own marketing strategy. As an investor, you’ll get a glance at what your competitors are doing.

Bonus: Download a free PDF with 6 content marketing best practices.

The Content Marketer’s Dilemma: Attention vs. Control

Attention is a necessary ingredient that allows companies to make money.

If there’s no customers paying attention, there’s no business.

Another ingredient is control.

Control is a key lever for companies that rely on content marketing to acquire and retain customers. It enables companies to work on their own terms—customise the user experience, get the audience to subscribe to a newsletter, or, even better, make a sale. [1]

Both attention and some control are needed to generate revenue.

You can’t make money if nobody pays attention to what you do and sell. And you can’t do much if you don’t have enough control over your content.

16 Lessons that Helped Me Become a Better Writer (and Convince People)

Some of the most famous businesspeople are awesome writers: Steve Jobs, David Ogilvy, Bill Gates, Seth Godin…

How come?

They know how to use writing to inspire and convince people to take action.

For more than 9 years, I’ve been writing to educate, convince, inspire, negotiate, and sell. Here are 16 lessons I’ve learnt along the way…

Some Useful Lessons to Sell and Convince through Writing

1. Know who you’re writing to.

Who is going to read? What are they interested in? Keep one reader in mind. You shouldn’t address a group but just one reader.

The 4 M’s of Marketing: How to Set the Right Marketing Strategy

Who hasn’t heard about the marketing mix?

As you know, the 4 P’s aim to help define:

  1. what a company offers — product and price;
  2. and how it does this — place and promotion.

Unfortunately, this founding framework of marketing (created in 1960) no longer encompasses what marketing means today…

Here, I suggest a better alternative that will help you define your marketing strategy.

But first, let’s give a good definition of what marketing means in 2017.

A Good Definition Gives Guidance

Defining what marketing stands for isn’t an abstract issue.

Can You Make Your Prospects Change Their Minds?

It’s nearly impossible to change somebody’s mind. When you try to do so, you’re basically saying: “You were wrong.”

Nobody likes to admit they were wrong. Do you?

Your prospects make their decisions consciously (or unconsciously) based on how much value they feel they’re getting out of the deal. Once a decision is made, they won’t change their minds. At this point, your prospects won’t buy from you, unless you increase the perceived value of the deal.

What’s the solution?

Lists: The Ultimate Search Tools

If the web only had 100 websites, the ultimate Google would be a list of these websites. If it had 4,000 websites, we would use a list of lists—a directory.

Search has always been about lists:

Listing is how we’ve organised dictionaries, yellow pages, encyclopaedias… Even the 17th-century French version of Facebook was a list of lists.

Today some of the most visited websites are mere lists. Craigslist still dominates the classified ads category and Drudge Report remains one of the most influential news aggregation websites.

When Marketers Are DJs: The Power of Empathy

There are three types of DJs.

(1) Those who play what they like without considering how others feel.

(2) Those who try to play what they think the people in the club want to hear.

(3) Those who know their audience and focus on playing what these people want to hear when they dance.

If you look at the dance floor, you’ll figure out what type of DJ is performing.

This is the result of empathy…

Empathy means connecting with people. It’s your ability to understand what causes them to do what they do. Can you understand why one song makes them dance and why another one might be as good?

Lazy Market Research: Never Ask These 3 Questions

lazy-market-research

“What do our customers really want?” That’s what you want to find out.

But are you asking the right questions?

Some questions should never be asked. Never.

1. Do you think this is a good idea?

2. Would you buy this?

3. How much would you pay for this?

Why Are These Questions Bad Market Research?

There are many reasons asking these questions won’t help you:

  1. Future & Conditional: Your customers can’t predict in the abstract if they will buy a new product, in the future