Here’s the advice you were given. Spend money on Facebook and Google Ads. When people land on your website use smart tech (we won’t call it a popup, we’ll call it an overlay) that offers your website visitor a 10% discount. Flashing lights. Hell, you can even use one of … Read More
Effort as a differentiator? The reward for going deep on a chosen marketing channel
Doing with no particular direction in mind. It’s how I’d sum up the majority of brands efforts in content marketing. Content marketing. The ‘add-on’ that doesn’t build it’s own traction. And I think I know why. It’s not a quick win. In both our consumer and business worlds, we demand … Read More
In a market of sameness, market differently
Andrew didn’t share the vision. He was inundated (as we all are…) with the stories of wily marketing from the Apples, Teslas and Red Bulls of this world. They were in a different stratosphere. Budget. Time. Energy. People. His business made products that nobody would conceive to be ‘cool’. Why … Read More
The perils of reactive discounting
There is a discounting epidemic. On the high street. Online. The needless handover of sales profits. The 10% discount code presented to website visitors before they even begin to shop. The half price summer sale. The clearance where everything ‘must go’. Profits are being haemorrhaged. And once you head in … Read More
Differentiation takes courage. A lot of courage.
Doing things differently. Shunning the best practices taught on stage by marketing ‘gurus’ and written about in marketing blogs and books. Deciding to shift from the marketing patterns you see brands, new and old, pursuing each and every day. It takes courage. Naturally, we all wish we knew the refined … Read More
How to motivate people to buy repeat-purchase products from you
Do you sell a product you know your customers purchase on a regular basis? There’s a knack to motivating people to purchase over and over again. You’ve probably got access to the email technology that makes this a relatively simple process. For Brand Less Ordinary clients, we use Klaviyo. You … Read More
Are you presenting a confident clothing brand?
What do I mean by confident brand? An easy way to answer this question is to present the case of a brand that lacks confidence. Here are a few examples; pop-ups that offer me a 10% discount before I’ve had a chance to even see the products you sell no … Read More
How to introduce more product categories to your newest customers
How do you subtly drop the ‘see what else we sell‘ email into your new customer’s inbox? They’ve already received their order confirmation, the dispatch email (which may include further emails from your courier), the request to review their order and, more than likely your latest newsletter campaign. You’ve communicated. … Read More
How to build visitor confidence sharing what others are about to buy
People take comfort in the action of others. Travel sites know this. That’s why you’ll see ‘11 other people are looking at this hotel right now‘ messages popping up. There’s not time to linger if you want to book that room. It’s the premise of both scarcity and social proofing. … Read More
Measuring ecommerce conversion rates? You need product-specific conversion data
I’m wearing the CRO-hat a lot with my work. I know you are too. There’s something about the measurement of conversion rate that bothers me. Tremendously. The whole generic nature of a single %. It makes the question ‘how do we increase our conversion rate?’ redundant. People shop at a … Read More
Why it’s your duty to champion your niche
To grow your brand less ordinary you have a responsibility beyond just selling products. When you understand that your market isn’t ‘everyone’ you grasp the importance of your role as an educator. An educator speaking to a particular audience. Your audience. Your niche. Know your niche. Champion your niche. Grow … Read More
One simple tactic to motivate more buyers to leave their reviews
For the brand less ordinary, persuading customers to review the products they buy is no mean feat. However. Verified product reviews motivate more people to buy what you sell. You know how it works. You’re a consumer too. It’s an area where I spend a lot of time with my … Read More