Daily Focus – Day 123: Choose the Core Piece
Bundles lose direction when every component receives equal status. The core piece is what the customer would still need...
small business
Daily Focus – Day 122: Write the Small Promise
A broad promise creates pressure to include everything remotely related to the topic. A small promise creates a...
Daily Focus – Day 121: Start With the Use
Products become bloated when contents are chosen before the customer’s task is clear. Picturing the use moment...
Daily Focus – Day 120: Keep the Promise After Purchase
Marketing language and delivery experience should describe the same thing. Look for the first moment when delivery...
Daily Focus – Day 119: Notice the Unasked Question
Some essential questions stay unasked because people do not know what information is missing. A first-time buyer may...
Daily Focus – Day 118: Create a Human Error Message
Technical failures feel worse when the message blames or confuses the user. An error message should say what is known...
Daily Focus – Day 117: Check the Mobile Experience
A page that works at a desk may frustrate someone using one hand on a phone. Mobile testing reveals more than...
Daily Focus – Day 116: Make the Benefit Believable
Large promises create distance when the customer cannot see the path between purchase and result. Explain what the...
Daily Focus – Day 115: Respect the No
A declined offer or unanswered message does not require another layer of persuasion. Continued persuasion after a clear...
Daily Focus – Day 114: Give the Example They Need
Instructions can be correct yet difficult to adapt to a real situation. An example should resemble the constraints the...