Marketing

If you’re running a business or marketing team, you’re probably focused on three key metrics: cost, revenue, and profit (or margin). Your goal is always to minimize costs while maximizing revenues, often in partnership with a finance leader who sets ambitious growth targets. But the fastest path to those numbers […]

At any given time, your company has hundreds of viable ways to run marketing campaigns. I’m not exaggerating. You can publish blog posts, invest heavily in pay-per-click ads, send segmented newsletters, and post on social platforms all day long. Within each choice are dozens of micro-decisions: Which audiences and creative

There are many ways I can encourage people to purchase. But if I’m not careful, I’ll push people away. These are friction points—moments in my marketing and business that push customers away. In many cases, I don’t even realize they’re there. Friction points are a top reason prospects hesitate to

First impressions matter. In a split second, visitors decide whether to stay, click, and convert—or bounce. When someone visits your website, they’ll first see your homepage. How your homepage is set up can make or break your conversion rates, so treat it like prime real estate. I know how much

Frequently Asked Questions (FAQ) pages are a pivotal stage of the customer conversion funnel. Visitors who reach this page have already recognized a need and are weighing whether your solution is the right fit—your FAQs should remove friction and build confidence so they can move forward. Your FAQ page exists

If you’re like me, you’re busy—really busy. Running a business is a tall order by itself. Add marketing to the mix and the workload multiplies fast. If you haven’t felt it yet, you will soon: there aren’t enough hours in the day. Here’s one thing I learned early: smart outsourcing

Every consumer is different—and those differences show up in how, when, and why they buy. Some people like to shop online, and others prefer browsing aisles in person. Some customers spend days or weeks researching a product, while others make a snap decision at checkout or the moment something catches

Do you want to get good at sales? Because if you do, there’s a lot of money to be made—and a lot of time you can save by avoiding classic mistakes. Before I teach you how to sell, it’s smarter to first master what not to do so you stop