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Your Customer Creation Equation: Unexpected Website Formulas of The Conversion Scientist Paperback – July 10, 2012
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"Enlightenment Now: The Case for Reason, Science, Humanism, and Progress"
Is the world really falling apart? Is the ideal of progress obsolete? Cognitive scientist and public intellectual Steven Pinker urges us to step back from the gory headlines and prophecies of doom, and instead, follow the data: In seventy-five jaw-dropping graphs, Pinker shows that life, health, prosperity, safety, peace, knowledge, and happiness are on the rise. Learn more
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First I best disclose I'm a closet Massey Groupie. Met Brian when he + I both spoke @ PubCon years ago. Since he lives in Austin, we keep crossing paths.
That said, Brian has impressed me over the years as being Wicked Smart and down right enjoyable to be around.
Brian's coyote-mischief personality permeates his writing.
Rather than devouring this book, you'll be served to read a few pages every morning and consider how to implement what you read to change both your thinking and your marketing.
Now onto my review of... Chapter 7 - Charging Your Marketing Batteries...
This chapter filters through the basic truth that your Marketing Machine runs on the fuel of attention.
The quality + quantity of attention you invest in your Marketing Machine determines the effectiveness of your message which determines the intensity of Magnetic Attraction to your customers + clients.
Brian uses the word advertising for a complex operation... "Attracting"...
Writing Beautiful Business I prefer the word "Attracting", which is more accurate with Brian too, because his entire approach to "advertising" is "Conversion Science" which is the process of cultivating Magnetic Attraction.
Brian makes a great point about the insane price these days of Search Ads (PPC - Pay Per Click). In 2005 I could purchase click throughs in my niche for 7 cents. Two years later this same click through cost over $11.00 which can break your bank, unless you have an in house "Conversion Scientist", like Brian.
Progressing into Marketing Batteries, Brian shares info worth it's weight in Gold. Here's a great quote...
"Marketing Batteries store visitor interest before visitors are ready to buy."
Providing Content is key to Charging Your Marketing batteries
Providing Content, richly valuable Content is a way of having long "Conversations" with 100s to 1,000,000s of people, simultaneously, sometimes for years, before every making a sale.
"Content Conversations" are the equivalent of "Marketing Dating".
One night stands may lead to single sales.
Dating leads to life time relationships... and firehoses of cash hooked up to your bank account.
One item Brian can add in his book's next edition is the challenge of short-circuiting batteries of leads + customers + clients. Send to many messages or to little value will short-circuit your audience batteries.
Only experimentation will tell the true tale. Find the perfect balance of number of messages per week or month + amount of value per message + action steps in message... then track your "Conversions"...
Your tracking data will tell you when you've hit your sweet spot... and once there, ride the wave.
You may find this book changes your Marketing. Buy it. Ingest + Savor + Digest it fully.
And enjoy your bottom line changes.
I have other books that explain the same concepts but has bored me to tears. I didn't finish any of them. This book cuts through the clutter and tells it like it is. If you like to highlight and keep notes, be warned that almost everything will be noted. He maximizes all of his words and therefore you get an efficient, slim volume that packs alot of great information.
There's definitely alot to learn and unlearn when you read this book. It's perfect if you're thinking about starting to make a website or have one and considering to make changes.
This is true. I'm a new hire, and among other materials, this is one of the books I read to start out.
No other resource has explained conversion rate optimization in such a clear cut and interesting way. I'm glad I read this before jumping into the weightier, more jargon filled content. It gives an excellent framework for the craft, and it's a great starting point for any optimizer - anyone looking to grow revenue in their business, period.
Everyone on our marketing team read the book and immediately began to implement the ideas and tools to create a complete demand generation engine driven by analytics that is enabling us to adapt and evolve quickly to do more of what is working and less (or none) of what is not. This has enabled us to launch our marketing campaigns much quicker with much better results at lower cost and better use of our resources.
I would highly recommend this book to both the web marketing "newbie", as well as the seasoned veteran looking for a refresher on the lastest and most effective tools, technologies, approaches and methodologies. With the industry and technologies evolving so quickly it really is a must have for everyone on the marketing team who wants to maximize effectiveness and minimize their time to results. Buy it!
The middle of the book is great. It is well structured and I had some AHA moments - particularly in the section describing the reverse process of building a landing page.
None the less the beginning of the book is rather boring as it explains the subject. The end part, discussing personas seems like an afterthought as well.
All in all, a good book if you are new to the field and/or a business owner. Not really worth it if you are a CRO pro.
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I have read a lot of business books out there that are just theory based but this one actually had some actionable...Read more