Marketing Archives

New Product Innovation: Creating What Customers Crave

Is there a secret to new product innovation? How can you design a new product that customers want to buy? In Competing Against Luck, renowned business consultant Clayton Christensen teaches you how to identify the tasks your customers want to accomplish to fuel new product innovation. He shares his framework for uncovering hidden customer expectations and crafting unique experiences. Read on to learn Christensen’s techniques for new product innovation in business.

The 2 Innovation Challenges That Are Hurting Businesses

What are the biggest innovation challenges? How are these issues undermining business projects? Some experts have sought to explain why so many innovation projects fail by examining market mechanisms that work against innovators. Geoffrey Moore’s Crossing the Chasm and Clayton Christensen’s The Innovator’s Dilemma offer two such explanations. Keep reading to learn about innovation challenges that arise while marketing to customers.

How to Use the Three-Act Story Structure to Sell a Product

What is the three-act story structure? How does this structure create a memorable story that your business thrives from? Most stories are split into three acts: the beginning, the middle, and the end. But Stories That Stick by Kindra Hall says that businesses should think of this structure as a before, the change, and the after to sell their story to customers. Let’s look at how Hall reimagines the classic three-act story structure.

The 4 Different Types of Stories to Market Your Business

Do you have trouble connecting to your audience? What are the different types of stories you can use to attract customers? It can be intimidating to know how to choose the right story for the right occasion, especially when it comes to marketing. In Stories That Stick, Kindra Hall outlines four core stories that you can swap in depending on your audience and your intended goal. Below we’ll look at four stories every businessperson should have in their back pocket.

The Founder Story: The Importance of a Business’s Origins

What is a Founder Story? How does an origin story help you attract people to your business? Every business has an origin story. According to Kindra Hall’s book Stories That Stick, this is the story of how your company began and the person behind it all. Continue reading to learn how to use a Founder Story to help you stand out from competitive businesses.

How to Collect Stories for Your Business & Use Them Well

How do you collect stories that will wow your audience? How do you choose the right story for the appropriate situation? Stories aren’t useful if you’re not telling them to the right people at the right time. Stories That Stick by Kindra Hall has stellar advice for choosing the best stories for your audience so you can get your point across. Below you’ll learn how collecting stories can be an easy process if you just know where to look.

How to Craft a Story: The 6-Step Process That Anyone Can Learn

Where do story ideas come from? What kinds of characters engage an audience? When you edit, what should you take out? When you have a message to convey to an audience, it takes time to craft a story that’s perfectly suited for the job. Biesenbach outlines a process you can use to create a story that matches the audience you need to reach and the message you want to deliver. Keep reading to learn how to craft a story, from finding an idea to editing your draft.

The 2 Major Benefits of Sales Funnels Over Regular Websites

What is a sales funnel? What are the benefits of sales funnels over regular websites? A sales funnel is a type of website designed to guide a customer through a series of steps leading to a purchase. Unlike a regular website, which typically displays a menu with multiple pathways, a sales funnel is structured in a way where each page leads to the next one and nowhere else. Keep reading to learn how sales funnels work and why they’re superior when it comes to converting customers.

What Is a Sales Funnel and How Does It Work?

What is a sales funnel, and how does it work? What are the advantages of using a sales funnel over a regular website? In a sales funnel, each page links only to the next one in a pathway leading to a purchase. According to Russel Brunson, the author of Dotcom Secrets, sales funnels result in better conversions because they don’t distract leads with multiple options, focusing solely on closing the sale. Keep reading to learn why sales funnels convert better.

How to Create a Website Conversion Funnel in 4 Steps

How do you create a website conversion funnel? How should you design your funnel to maximize conversions? According to Russel Brunson, the author of Dotcom Secrets, a website funnel consists of four key stages: the purchase page, the add-on button, the add-on page, and the thanks page. Brunson describes many specific variations of the sales funnel, but they all more or less follow this same basic structure. Let’s take a look at each stage in more detail.