Scent

How Do You Handle Revenue Blind Spots?

Companies routinely have Revenue Blind Spots that cost them 20-60% of their revenue. It is like revenue that disappears without you knowing it or seeing it. It is like heat escaping from a poorly insulated home or water leaking from an old bucket. Or like the daily death by a 1000 cuts (think Sears). There are really small ones like a paper cut and others that run much deeper.  Here is an example: Don’t let your blind spots get in the way…

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Increase the Persuasive Momentum of Your Conversion Funnels

Companies that plan and optimize persuasive momentum usually convert two to four times better than their industry’s average conversion rate. If you are not properly planning the persuasive momentum of your customer’s experience, then you are leaving way too much to chance. I like to keep chance as far away from my business as possible. I hope you might feel the same way. What Is Persuasive Momentum? In Waiting for Your Cat to Bark? we defined persuasive momentum as “the…

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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 posted the following message on my Facebook profile: Frustrated at the state of email marketing. Decided I would look at some of the “promotional” emails whisked away from my Inbox and decided to click through to some…

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Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.

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