It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:
Which creates the more profitable programming bundle?
“What is beautiful is good,” the saying goes.
This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.
Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still associate perception and individual traits, making our judgement often inaccurate.
You’ve read about color psychology, system one and two, emotional persuasion, etc. I know you have because it’s everywhere. It’s on Forbes, Entrepreneur, Inc., HelpScout, HubSpot… you name it. Hell, we’ve covered some of these topics ourselves.
Why? Well, because many psychological triggers do, in fact work.
But there’s another side to using psychology online that almost no one is talking about: backfiring.
Psychology isn’t a magic formula that can be applied to optimization seamlessly in all scenarios, despite what many self-identified experts are preaching today. [Tweet It!]
You’d like to think that you’re a completely rational person making completely rational decisions, right? It’s nice to believe that you haven’t made major life decisions based on how you were feeling.
Well, you have. Many times.
In the early 2000s, DVDs were the primary way to watch videos. Netflix streaming launched in 2007, and the DVD player is now a technological antique.
Products, much like humans, live on borrowed time. From the moment they launch, they’re on a journey towards decline.
How this journey plays out is what marketers try to predict by using the product lifecycle as a model.
By the time Robinhood launched, it had already gained almost a million users.
The stock-trading company called out one of the biggest trading pain points (fees) in their tagline: “$0 commission stock trading. Stop paying up to $10 for every trade.”
Then they used a waiting-list product launch model to create excitement and FOMO while giving them access to beta-model feedback ahead of launch.
Robinhood’s messaging aimed at the right audience, at the right time and place, is what gained them a million subscribers before they even launched. It’s also a prime example of successful product marketing.
In this article, you’ll learn how to strengthen new product development with product marketing so you can deliver on customer needs.
In 2015, chiefmartec.com reported a “staggering” 1,876 SaaS vendors. In 2020, there were over 8,000. That’s some serious growth.
Drift’s CEO, Dave Cancel, says there are three phases to every industry:
SaaS is in the final phase. It’s now winner-take-all.
Product marketing gives you the edge to compete in this hyper-crowded market—and win. It helps you pinpoint the unique positioning and messaging that builds an emotional moat around your brand.
In this article, you’ll learn how to design an effective product marketing strategy that propels your brand to that top 1%.
Fear and greed are two of the three great forces in the world, according to Einstein (the third is stupidity).
They’re also two triggers that not only stock markets (in the form of the Fear & Greed index), but also marketers and copywriters have been well aware of for years.
That’s because they are powerful emotions that, when used properly, drive people to take action.
Rob Sobers said about the marketing growth strategy, “It’s not about tactics—it’s about people and process.”
And when it comes to people, you need buy-in from all over the organization. Growth is everyone’s business.
When it comes to process, growth marketers must learn to fail. And fail fast.
A marketing growth strategy is about small and incremental wins that build up over time.
In this article, you’ll learn how to build a marketing growth strategy to increase your market penetration, market share, and revenue.
When WordStream began receiving complaints that the seven-day free trial of their PPC management software wasn’t long enough, the brand decided to A/B test 14-day and 30-day trials.
The results? Prospect trial to conversion rates fell with the longer trials.
WordStream confirmed that seven days was plenty of trial time, and they didn’t need to waste resources chasing customers down a longer funnel.
No changes were made to the customer journey, and it had nothing to do with revenue lift. Yet, this was a successful growth marketing campaign.