If you want to make a product more popular, make it more visible. Jo Malone, a small British perfume brand (also the name of its founder), wanted to crack the lucrative U.S. market. These days, Jo Malone is a part of the $32B beauty conglomerate EstÊe Lauder. But when it first tried to expand into the U.S. it was⌠a niche brand, to put it politely. And they had the marketing budget to match: $0 dollars. But Jo Malone managed to turn that $0 marketing budget into an asset that catapulted the...
28 days ago â˘Â 6 min read
A lot of marketing sounds smart but doesnât actually SAY anything - and thatâs a big problem when it comes to conversion and sales. I know youâve seen marketing like this - it sounds something like: âEmpowering growth through strategy.â âWe revolutionize your business.â âReimagining whatâs possible.â It feels polished, but almost⌠too polished. Like a thin veneer that makes things look good on the surface, but has zero actual substance (and is completely forgettable). I call language like...
28 days ago â˘Â 6 min read
Defaults are the silent-decision makers that guide much of our behavior. These are pre-set choices that take effect if you do nothing. We see, but often donât notice, defaults every day⌠Maybe youâve been automatically enrolled into your companyâs 401k or pension plan. (Studies show automatic enrollment increases participation in retirement plans by 40%) Maybe you keep going to the same coffee shop, not because you like it but because itâs on your way to the office. Or maybe you never change...
about 1 month ago â˘Â 2 min read
A quick note before we get started - Exec2Next is now closed. If you want to get added to the waitlist for the next intake so you can get the tools to escape the corporate world and get on the path to a $300k/year solo consulting business, just reply to this email with the word âWAITLISTâ and Iâll add you. â đď¸ Thereâs a simple concept I keep coming back to because it explains 98% of why really smart people struggle to get clients and sell their services: Most people donât know which part of...
about 1 month ago â˘Â 3 min read
Before we get started, I wanted to remind you that my Exec2Next program intake CLOSES TOMORROW at 11:59PM EST. There are 5 3 spots left in this intake. Reserve your spot here or check out the full details at the bottom of this email. As always, if you have any questions just respond to this email and ask away đ â Making more sales means making it easy for people to make decisions In 1997, Apple was 90 days from bankruptcy - but how CEO Steve Jobs saved the company is a masterclass in buyer...
about 1 month ago â˘Â 8 min read
The ârightâ price isn't just about cost - it's also about context. Prof. Dan Ariely wanted to figure out if how a price was presented would affect its sales. So he set up an experiment with The Economist, a well-known British financial magazine. He showed people three subscription options and asked them to choose: $59 for a digital subscription $125 for a print subscription $125 for a print + digital combination subscription That middle option looked like a mistake. Who would pay for a...
about 1 month ago â˘Â 8 min read
When discounts become your entire brand, itâs only a matter of time before they destroy it. Subway learned that lesson the hard way. In 2005, a Subway sandwich shop franchisee named Stewart Frankel ran a simple promotion to boost weekend sales - get any footlong sandwich for $5 (instead of the usual $6). Frankel made a few simple â$5 Footlongâ signs to hang in his window. And in the first 2 weeks the promotion ran, his sales went up an incredible 65% to $23k - thatâs more than 4 times the...
about 2 months ago â˘Â 9 min read
