Easy looking is not necessarily easy to use. Making products usable and easy to understand requires an approach that puts the user at the centre of all design decisions.
John Swaffield
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It’s great to have won “Best use of Technology” at this year’s Direct Commerce awards. There were 3 key factors in the success of our ecommerce project.
The ‘Celery Test’ is a simple way to help you make better decisions by understand the purpose behind them.
In direct marketing, tests have shown that long copy outperforms short copy. But it isn’t the length of the copy that determines how effective it is.
If you have developed a writing style, it can be hard to change it. These five mnemonics are easy-to-remember tips to help you write purposeful, goal driven marketing copy.
There’s something beautiful in communicating an idea in 10 words. But using small words and short sentences is easier said than done.
Stories can bridge the gap between a company and their customers. A good story can convince a customer to choose your product over all the others on offer.
Somewhere along the line though, stories became known as brands. Websites started to have sections called “Our Story”, which wasn’t a real story with emotion and characters but a bland company history.
Don’t try to change someone’s worldview. People don’t want to be told what they believe is wrong. Tell an authentic story that fits with a group’s worldview and don’t try to appeal to everyone.
As marketers, we love to use the likes of Apple and Tesla as trendy examples of companies that succeed thanks to innovative products and marketing. But how do you build a £38 million brand selling something that no-one needs, everyone can make themselves and disappears as soon as you use it?
It’s said most purchase decisions are made in 2.6 seconds. How do you win a customer in the time it takes to consider a purchase? Develop a customer proposition that articulates the value to the customer.