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Buying, as any salesman can tell you, is an emotional decision made in an eyeblink, and then later backed up with reasoning built on the spot to defend that instant ‘blink’ decision. That makes selling face-to-face an art, built on being able to read a person and modify your pitch to appeal emotionally and then [...]
Content marketing is as much art as science, but that doesn’t mean that there’s no science. In fact, there are certain very specific rules for setting up your content in such a way as to maximize the reader’s interaction with it. The central concept of all of these rules is called the ‘cognitive load’ — [...]
You may or may not have heard of this notion of ‘improving checkout conversions.’ Basically, the idea is that if you change the way your checkout system looks and works, you’ll sell more stuff. It’s a bad idea. Why? Because the checkout process isn’t the important part of the sales process. Imagine you go to [...]
Every blogger wants the “secret weapon” for SEO: the one super-ninja trick that’s going to get your ranked and get you traffic. News flash: it doesn’t exist — the last 20% of that climb to the top is brutal, and takes time, money, and skill. But absolutely any blogger can skip past the first 80% [...]
It’s time for our semi-regular, informal gathering together and breaking down of the latest and greatest web design trends. Let’s get straight to the meat: Parallax — the ability to set up a website with multiple layers such that the ‘deepest’ layers move more slowly while the topmost layers travel more quickly — has been [...]
If you saw the blog post on Monday, I promised to talk a bit more about letting your content do the work while your brand reaps the benefits. That post was about the ALS Ice Bucket Challenge phenomenon and how unrelated ice is to Lou Gehrig’s Disease. This post takes that same theme of unrelatedness [...]
At this point, there may be a few people left in the country who have a YouTube channel and haven’t dumped a bucket of ice over their heads to raise awareness of ALS, a.k.a. Amyotrophic Lateral Sclerosis a.k.a. Lou Gehrig’s Disease. There certainly aren’t many people left who haven’t heard of the whole ice bucket [...]
We’ve all learned by now that websites need to be fast. The time-to-first-response from a serve is measured by Google, and slow-responding sites get penalized. Mobile browsers whose patience is measured in single-digit amounts of seconds are quite likely to end up on your desktop-oriented website if you’re not careful, and those don’t like to [...]
Link building — for a while there, when Google announced that guest blog posting was ‘spammy’, we all kind of thought it might be dying out. But as it turns out, link building is still an absolutely vital part of SEO — it just looks a little different now than it used to. More importantly, [...]
Social media has been around for long enough that we’re starting to see the difference between a company that approaches it with a fairly off-the-cuff set of concepts and policies, and one that comes at it with a mature and comprehensive approach. It’s a natural evolution that is predictable and learnable — which means that [...]