You don’t purchase products. You buy success, status, a lifestyle. Your purchases furthermore, are driven by subconscious perceptions and emotions.
Semiotics, the interpretation of signs and symbols, helps decipher those subconscious elements. While it has plenty of lofty, academic associations, it has practical implications for marketers, too.
There’s this misconception that businesses must get to a certain level before they’re ready for press. As if they need to be some big-shot executive or Fortune 500 company before anyone in press looks their way. Nope!
As someone who’s been on both sides of the publishing table for over a decade and has had her fair share of features in Business Insider, Lifehacker, and The New York Times, I can tell you that it’s never too early—or too late to get press.
You can get press today. I’ll show you how.
Net Promoter Score (NPS) is a valuable customer experience tool, and companies everywhere use it to improve their experience and boost revenue.
But there are many misconceptions and misuses of NPS, and this piece will address those, in addition to showing you how you can actually get value from the tool.
Like any popular business term, “customer centricity” is often abused by businesses that shoehorn it into their core values. Unsurprisingly, this doesn’t cut it. It’s actually better not to claim customer centricity if you can’t get people across your business to really care about your customers.
You’ve spent hundreds of hours perfecting your product and countless meetings defining your brand. You feel great about your team, and it’s obvious to your customers that you care.
Yet, despite your best efforts, your competition gets all the buzz, and you struggle to stand out. Should you change your prices? Add a new feature? Raise more capital?
Before you go back to the drawing board, reconsider your product positioning.
Inbound marketing. Conversational marketing. The subscription economy. Growth hacking. Each term, now ubiquitous, had humble origins but a profound—and profitable—impact.
We want other people to like us. It’s a human desire.
We also want other people to like our websites. If, on our site, we come across as likable, we tend to become more profitable.
So, in conversion optimization, likability is an important and powerful psychological trigger.