The Wizards of Social Media

The more remarkable the customer experience (or piece of content), the stronger the desire to share it through word of mouth and social media. Just barely exceeding expectations isn't enough. Remember, it’s important to be remarkable! The 3 … [Continue reading]

The About Us Page in a Social World

Since my column about the Power of the About Us page (remember 2006 when MySpace was really popular) was written, not a week goes by that I don’t receive a comment about it.  Every website needs an "About Us" page, it’s one of the most important but … [Continue reading]

Conversion Optimization 101: Email Marketing – Webinar Invites

This week's Conversion Optimization challenge is to take a look at the following email I received from with an offer to attend a webinar: The subject line was: Webinar Invite: Lessons Learned From 90,000 Content Orders What would … [Continue reading]

Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages

Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My general guidelines for marketing with … [Continue reading]

It’s Not My Job: Why Marketing is Broken

I was in Moscow last week with Jeffrey, waiting in the lobby for a taxi. I passed the time taking screenshots of "promotional" emails and ads with their corresponding landing pages. After clicking through some ads and emails I needed to vent.  I … [Continue reading]