As economist Carlotta Perez describes, we are now in the Deployment Phase of the internet in the US — meaning, we are in-process of exhausting all use cases for internet technologies in the US. What has traditionally happened at the end of a technology phase is oversaturation of investment dollars chasing smaller returns. Valuations go up, returns go down, and investors lose their money. (Sound familiar?) On a company level, what this means is, if not careful, a lot of companies will end up wasting marketing dollars in this type of landscape. Companies in the 2020s, unlike in the 1990s, need to really be performance-marketing driven in order to compete. The end of last year certainly showed us many examples of well-funded companies that could not make the unit economics work. The software industry has become a marketing game.

There are certainly exceptions but if we are talking strictly about software, (not hardware, not drug discovery, not synthetic bio, etc) you’d be hard pressed to find a company where winning does not require a solid marketing and/or sales game. This is very different from the 1990s. Having a marketing skillset and mindset is what you need to win in 2020 in the US software market.

Put another way, a lot of the “low hanging fruit” in the US software market is now gone. Software in the US generally works. And new opportunities get swept up with would-be competitors immediately. If the 90s was about thinking through your build, the 2020s is about thinking through marketing & distribution.

For most software businesses in the US, the problem isn’t technical knowledge anymore. The problem is getting a wedge into distribution — also known as marketing.

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But good copywriting starts with listening to your clients and stealing their words.Yes, that’s it. Stealing.

You know the type of testimonials that sound like they’re written by a marketer? The sugar-coated words that tell you how wonderful, amazing, and super-perfect a service or product is?Do you think anyone believes these fantastic testimonials? Well?

But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if, is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.

ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, then cut or rephrase until your text is concrete and meaningful.

Marketing drivel seems hard to avoid. Most websites are full of it.A dash of sleaziness sneaks into your copy without you noticing it. Creepiness crawls into your brochure just because you couldn’t find the right words.

And when you talk to potential customers on the phone, you sound genuine, helpful, and frank. No fluff. No marketing drivel.

Part of the problem of social media is that there is no equivalent to the scientific glassblowers’ sign, or the woodworker’s open door, or Dafna and Jesse’s sandwich boards. On the internet, if you stop speaking: you disappear. And, by corollary: on the internet, you only notice the people who are speaking nonstop.

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Frequently Asked Questions What's this? It's a free game from your friends at Humble Bundle! Are you sure it isn't a mistake? It's not a mistake. Some companies spend money on Super Bowl ads or billboards. We'd rather spend it supporting game developers and getting you an awesome game for free. But there has to be a catch, right? No catch! The game is yours to keep and play forever. Just be sure to redeem your free game before the expiration time. What about the developers? Are they getting paid? Of course! We work closely with developers to bring you free games. They 100% approve, and are happy for you to play their game! Sounds good! Is there anything I can do to repay such kindness? Sure! You can keep scrolling down this page to check out some of the other deals we're offering. Interesting, do you have any specific recommendations? Glad you asked. We're excited about all the deals we offer, but Humble Choice is a favorite. For only $19.99/month, you get over $200 in total value. Does all of this actually work? If we squint at a spreadsheet, fudge some numbers, and add some hope, it sort of makes sense. But it really helps if you buy something eventually, so we can keep justifying throwing away all this money on getting you free games.

Imagine an associate with a photographic memory and excellent pattern recognition who digested and analyzed millions of cases. Would you want that associate working for you for less than the price of one typical billable hour every month?

Another nice SQL script paired with CRON jobs was the one that reminded people of carts that was left for more than 48 hours. Select from cart where state is not empty and last date is more than or equal to 48hrs.... Set this as a CRON that fires at 2AM everyday, period with less activity and traffic. People wake up to emails reminding them about their abandoned carts. Then sit watch magic happens. No AI/ML needed here. Just good 'ol SQL + Bash.

I will write a query like select from order table where last shop date is 3 or greater months. When we get this information, we will send a nice "we miss you, come back and here's X Naira voucher" email. The conversation rate for this one was always greater than 50%.

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Тут полезно помнить, что вы не пытаетесь заставить клиента принять вашу работу без правок. Наоборот: вы готовы дорабатывать текст, если это нужно, чтобы решить задачу клиента. А что это за задача и как она меняется — вы не знаете. Нужно узнавать. Для этого и нужны все эти вопросы.

На презентации нужно не столько водить клиента по фактоидам, сколько восстанавливать контекст: вот такая была задача, вот как мы ее решали, вот какие части этой страницы помогают тут всё сделать.

At some point, we replaced the order of displaying the superpower packs (SP) from ascending to descending

Users don’t appreciate it when you try to trick them out of their money, or when they think you are doing that. A better approach would be to give them the opportunity to get what they want for free (even with a lot of work involved), and give an alternative purchase option. In this case the purchase will be perceived as a small cheat to make life easier instead of a shady scheme to get users to pay

There were four packs respectively containing 25, 50, 150 and 500 superpowers. We increased the biggest power pack from 500 to infinity. Practically, nothing changed. 500 superpowers were more than enough for the entire game, and very few users had spent all of it. However, after the change was made, the revenue from this pack grew by 50%

I observed a similar effect in my own business when I was producing and selling metal license plates (sold via partner brick-and-mortar stores and through our own online store). At the start, the prices we set were relatively low ($3-5). But in a few months, we raised the prices by 2-3 times, and the plates then cost $15-25. Contrary to our expectations, the conversion rate almost doubled, as well as the average order amount.

With a vitamin C priced at $3, 100% of participants experienced relief. But the drug priced at $0.1 only worked in 50% of cases

The word “free” makes any product more attractive to its potential customers. If you have a way to distribute your product for free, at least partially (a trial option, a limited version), then make sure to use it. This approach will greatly expand the top of your funnel. Once done, you will simply have to learn how to convert these new users into the paying ones

When we make decisions, our perception is influenced by a lot of factors such as presentation, packaging, brand, opinions of people around us, experts’ opinions, our own expectations, etc. Each of these factors can ultimately determine how much a person will like your product and how much she will be willing to pay for it

In one case, the participants were given brochures describing the capabilities of a new audio system. The only difference between the brochures was that the first one was published on behalf of the system’s manufacturer and the second one on behalf of an independent research center. The participants who had seen the second brochure were willing to pay twice as much as the first group for the audio system

those who received coffee when the table was beautifully set appreciated the taste way more, and were also ready to pay more for it

Joshua Bell, one of the best concert violinists in the world played for free, for 45 minutes, on a violin worth $3.5 million dollars at a subway station. He managed to raise $32. Most people (98%) who passed by paid no attention to him, only 2% gave him some money, and less than 0.5% stopped to listen (those were the people who actually recognized him)

If you want to change the rules of the game in a field that you are about to enter, try to portray your product as something new and different. Doing so will enable you to set the rules of the game from scratch and be the first one to establish the anchor. And when you install the anchor, do not lower the price; there will still be time for that (making a discount always sounds better than raising the price)

When the sales agents of a health insurance company that was selling its services via phone asked people (who agreed to proceed) why they chose their company, the proportion of those who eventually decided to purchase the insurance increased significantly. As they thought about the answer to this question, the respondents subconsciously convinced themselves that they had made the right choice, further strengthening their decision and eventually leading to their making the purchase

People also tend to form new “rules” when they encounter something for the first time. Starbucks is very different from other coffee stores. Therefore, when interacting with them, people create new rules instead of resorting to existing patterns

we tend to base our decisions on things we’ve experienced before, to make decisions easier

It is difficult to find a logical explanation for this, but apparently the prices that end with 9 trigger some kind of automatic mechanism

Offering to proceed with a $1 per day tariff and the one that costs $350 per year are mathematically equivalent, but trigger different reactions in customers. The first option can be compared to purchasing a water bottle in a grocery store, and the second option is more like purchasing a mobile phone

Mathematically equivalent statements are not necessarily equivalent psychologically

Do not lower prices. The price that you declare at the very beginning will become the reference point. You can also try to show your customers big numbers before starting to talk about the money

people are guided by the available prices to assess the rest of the offered goods

Salesmen in retail stores try to sell the most expensive things first, or at least offer them to customers. For instance, a person who came to buy a suit is first shown the suits. When the customer makes his choice, then the salesperson suggests appropriate accessories, such as a tie to go with the suit. Compared to the suit’s price, the tie looks very inexpensive and is an easy upsell

We rarely think in absolute terms, and we don’t have a universal measure to understand the value of a certain thing. Therefore, we tend to evaluate things by comparing them to others

The lack of a ready-made pattern of behavior makes people rely on “simple” factors in decision-making (such as other people’s behavior, template principles, pre-designed baits, etc.), rather than the correct ones

The circles drawn in the center of the image above are identical. But depending on their environment, their perceived size changes

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In some markets, a large insurancecompany is forced to pay more than twice the Medi-care fee in part to retain a popular health care system onits plan.

雖然許多公鏈開發項目方自稱為「第三代區塊鏈系統」，但本質上只是「更快的以太坊」，內部也沒有任何落地的應用出現，僅僅是個空轉的伺服器群，這背後的隱憂是，一旦以太坊完成 POS 實作，解決了 TPS 的交易處理性能問題，可滿足一定程度的商用場景，這些新公鏈的開發者與使用者將一哄而散，重新回到市占率最高的以太坊進行開發。

The Deck

The way we choose what to buy, like the way we choose how to vote, will never be logical. Trying to make it so has created an environment in which our basest impulses are relentlessly stimulated and amplified. The philosopher Gilles Deleuze once remarked, “It is not the slumber of reason that engenders monsters, but vigilant and insomniac rationality.” If ever there was a creation of insomniac rationality it is the 21st-century advertising business. Its monsters roam the planet.

“Knowing that the seller has faith in their product is a hugely valuable piece of information,” he says. “In luxury goods, for instance, the ad says almost nothing; the cost of the ad almost everything.” Biologists regard the peacock’s tail as an expensive and so unfakeable signal of fitness – a sexual status symbol.

“Flowers are ads. Peacocks’ tails are ads.” Rory Sutherland, vice-chairman of Ogilvy & Mather, and the ad industry’s most vigorous defender, is in full flow over lunch at his agency’s offices in Blackfriars. “One reason I’m not predicting the death of advertising any time soon is that you can see how important it is in nature. A flower is basically a weed with an advertising budget.”

OTAs

¿Por qué el usuario acaba reservando en una OTA en vez de en la página web de tu hotel?  En muchas ocasiones, el usuario termina su reserva en una OTA después de haber visitado la web del hotel. ¿Por qué? a) Porque le genera una mayor confianza b) El proceso de reserva es más sencillo c) Encuentra toda la información que necesita d) Cree que es el único canal que le asegura poder cancelar hasta 24 horas antes de la llegada e) Por encima de todos estos parámetros, cree que es más barato. Y lo peor de todo, a veces es cierto. Si el hotel no cuenta con el mejor precio de venta poco más se puede hacer en un entorno tan determinado por el precio. Pero en el caso de que hayamos logrado ese requisito básico, cualquier establecimiento puede imitar a las OTAs (sí, has leído bien, imitar) y lograr que tu cliente no salga huyendo.

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A better marketing plan for your open source software project The history and evolution of marketing in open source demonstrates a need for new approaches.

Build content for your website that answers common customer questions

Expert communicators may sometimes be perceived as trustworthy because they know a lot about the product they are selling.

The relatively small baby-bust group is poorly understood by everyone from scholars to marketers.

gamification is marketing bullshit, invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business, where bullshit already reigns anyway.

Land defenders are dying but the news don’t talk about this. Most of media and politics are owned by companies so, we have to force them to serve the people instead. We can’t depend on these guys.

If this were true for modern society, it has multiplied in ourage of social media, in which control and value are indissolubly linked to the machine ensemblesthat comprise contemporary digital infrastructures.

Because fear sells. There is a market in anxiety

A ‘Financial Katrina’ is unfolding, which conveniently (for the developers) threatens to wipe out low-income neighbourhoods on potentially high-value land in many inner-city areas far more effectively and speedily than could be achieved through emi-nent domain.

To the extent that you are able, try to answer the following questions about your buyers: Age? Professional background? Residence location? Gender? Are your buyers putting the work in their home or business?

The keystone that makes all this possible is 'data', which is becoming an endgame for a few and an enigma for others. In simpler words, while ecommerce and tech enabled brands are leveraging data to make better decisions and pursue customers, conventional & brick-n-mortar business lack such granular information about their own customer. How can this situation be evened out?

8 Profound Marketing Lessons I Learned From Selling at a Food Market