The main thing about launches that I’ve realized is that people put way too much emphasis on them. They end up focussing too much on a one-off event, rather than on building a successful business. Sometimes, they end up paying a price for suboptimal trade-offs they make. The goal of a traditional launch is to…
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While ideally you have some sort of proof direct in your headline and ad, your persuasiveness argument relies on how well you prove your point. You see, it’s ultimately about belief and feeling. As heavy hitter Gary Bencivenga says: Almost everyone in the world, in every field of human endeavor, is desperately searching for someone…
One of the TV shows I’ve been catching up on lately is Newsroom. It’s a deep drive into modern media capitalism, with a lovable grump for a news anchor named Will McAvoy. It’s also a fascinating watch for anyone who has or wants to have an audience. There’s lots of issues raised which are poignant…
Let’s take the bull by the horns. Running landing pages as experiments requires some thought about conversion rates. This question comes up in many forms. Here’s a recent post on a forum I participate in. I wanted to address it directly: Hi! Is there any benchmark telling that a given conversion rate is good or…