Conversation Archives - Page 3 of 3 - Bryan Eisenberg & Jeffrey Eisenberg

Buyer Legends ebook Special Preview

Dear Cognoscenti Friends, Thank you for following the link from the Monday Morning Memo. Wizard Academy is our home and you are part of our tribe. We appreciate your interest and want to keep you informed. Here’s a little more information about Buyer Legends, the ebook to be published this summer, and a Wizard Academy course. Buyer Legends is the process of using narratives and storytelling in your marketing and selling efforts. By writing stories – or buyer legends –…

Conversion Optimization 101: Copywriting Perspectives in Email Marketing

Bryan Eisenberg

Last week’s conversion optimization challenge was to take a look at the webinar invite sent out by WriterAccess.com with the subject line: Webinar Invite: Lessons Learned From 90,000 Content Orders. The email contained two major obstacles and a handful of smaller obstacles. The major obstacles are the copywriting perspective and the second one is the overuse of jargon. The smaller issues are related to building credibility in the host/presenter, the calls to action and point of action assurances. This is what…

Landing Page Testing: Testing for Impact Not Variations

Bryan Eisenberg

Last column I shared the following test, which I found “in the wild” and asked readers to identify the variables. Hoping that instead of testing all the variables you could narrow it down to the most meaningful variables so that you minimize the time and resources needed to complete the test. Depending on how you want to define your variables, these two pages have around a dozen changes. Here is my list: Layout orientation. As I mentioned last time,…

Content Marketing: Where’s The Value?

Bryan Eisenberg

After the first dot-com bust, “content is king” was the rallying cry of any competent Web worker. Back then this revelation was novel online. Soon after, this mantra became a cliché. As it often goes with clichés, they start out as something true and meaningful. Eventually, the words become common, outlive their value, and are so overused that they’re easily ignored. Saying content is king is the equivalent of saying money is valuable; it’s true but obvious. Tell that to…

5 Steps to Increase “Qualified” Leads From Your Website

Bryan Eisenberg

When you ask salespeople about their biggest gripe about marketing, they complain about not enough qualified leads. You can often tell that this is an issue just by looking at a company’s lead forms. What you’ll typically see is that the the forms ask for too much information and that can hinder conversions from visitor to lead. Marketers are often measured by the number of leads they generate. Sales people are measured by sales. Marketers don’t want to be held accountable…

Bad Decisions Make Good Stories

Bryan Eisenberg

We’ve all made bad decisions. Some personal, some professional. Intelligent people look to find lessons from these mistakes. What is your best “bad decision story” and what did you learn from it?