Are your tests practiced drills, or wild swings?

So you didn’t “hit it out of the park” on your first attempt? Well surprise surprise. I’ve just seen a highly influential leader in another group telling their followers “press doesn’t work” . They tried 1 ad, one paper, one placement, on one day. Now they’re writing off an entire medium AND telling everyone else […]

Online Course Software for Startup Training Businesses in 2018

I seem to be answering questions about this on at least a weekly basis at the moment, so this is my current stack of software for running a successful course business. Who this is for It’s aimed at people wanting to reach a level where their course provides a reasonable full-time income so the focus […]

When should you start testing?

Ask a question in any digital marketing group and somewhere in the list of somewhat unhelpful answers you’ll get this one: “Test it” Now, for a long time I considered testing in marketing to be a fairly high level skill, and one that wasn’t worth troubling yourself with until you had some significant levels of […]

Offer, List, Creative. Which One Wins?

Offer List Creative Those three words, in that order, used to be drummed into every direct response marketer form the day they were allowed to even look at a campaign. This was in the days when DM was expensive. You needed stamps, printers, huge machines to process the data that cam in on tape reels […]

Why people buy online courses

A while back I used to run a marketing course for a well known training organisation in the UK. Eager to make as much use of the content they’d paid for as they could, they created an online course on Email Marketing, but abandoned marketing it within a few months. When I spoke to the […]

When to make a 1% change

Yesterday I talked about things that go wrong as you scale. Million to one shots that happen every month, for better or worse. Today I want to talk about things that are already wrong, and when to fix them. I just brought in an intern on a job after he pitched me with a big […]

When the one in a million shot happens every month.

One day a few days after I started a new job a rather irate man turned up at our office carrying the door off a large oven, demanding that he speak to a lady called Linda Carter who he swore had promised we would repair it. Which was a bit odd as we were a […]

Royalty, or the girl next door?

A couple of days back I had one of those “can’t believe I’ve never seen this” moments when a friend introduced me to a concept in branding that was completely new to me. Now by and large I’m not a branding guy. My one job that involved any brand fluffery was running Hasbro’s Action Man […]