Ask yourself, in which context is your value the most obvious to customers?

How can you see up to 320% more revenue with welcome emails? 
1. Send from an individual, not a company.
2. Ask recipients a question (what goal will our product help you solve? Why did you buy?).
3. Deliver relevant updates based on this answer.

Fine-tune your product’s adoption process, benefits, and user experience to deliver as much value as possible before you focus on growth.

Traditional management works in two parts: 1) developing plans and 2) overseeing its execution. This management strategy works in established companies that have been around long enough to know what worked in the past and therefore could work in the future.

Startup companies are different. Startup companies can’t predict the future because they have no past and can’t predict — with a degree of certainty — what their customers want. Instead, these companies should adopt the “build-measure-learn” approach, in which they release a prototype quickly and continuously refine it as they gather more data.

The Lean Startup - Eric Ries

Brands cannot be controlled. They can only be influenced.
 
The takeaway? Have a firm grasp of the components of your brand that CAN be controlled, including:
- your brand identity,
- owned media, and
- execution of your company values.

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Reach out to your customers for feedback proactively to address concerns before they become problems (or, public negative feedback).

Ever seen a testimonial? Social proof. Influencer marketing? Social proof. Aggregated ratings? Social proof. NOTE: Social proof can generate positive OR negative influence, so be careful of how it’s being used.

Maslow’s Hierarchy of Needs, reimagined.

According to Maslow, human beings are motivated first by the need for physical survival; only once this need is met do the needs on the next level up become our primary motivator, and so forth.

Which needs are you serving?

If you can't measure it, you can't improve it.

The importance of branding — in one quote.

Content (still) is king.

Technological innovations are accepted in stages by different groups of customers. To achieve mainstream market success, you must cross the “chasm” between early and mainstream markets. To do this, find a single target niche where you can fully address your customers’ needs. Cross the chasm to become a market leader. Languish, and your company will die.

"Crossing the Chasm" - Geoffrey A. Moore

A great marketing campaign relies on its content, and great content is designed content.

Tap into your audience's potential by providing information about your brand's values, history, service, and about how all these things amount to benefits for your customers. This will gain the attention of those beyond the 3-7% interested in a specific product, and increase brand loyalty.

People don’t hate ads; they hate bad experiences.

You don't rely on pages with slow loading speeds - why should your customers?

One of the biggest misconceptions about marketing we see is the idea that focusing your efforts on one target market comes at the expense of EXCLUDING the rest. Using the coffee shop analogy, we can see that this notion is simply not true.

Beat the commodity trap by making people want you, not just your price point.

"The fundamental purpose of marketing is to get customers. Anything that gets customers, then, is marketing."

“Design thinking is a human-centred approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, President and CEO, IDEO

Show your audience that you’re the expert on a given topic. They will turn to you as their most valuable source of content, and regard your product as trustworthy.

Success Secrets of the Online Marketing Superstars - Mitch Meyerson

The Hype Cycle of Product Development: A Cousin of The 'Entrepreneurial Roller Coaster'

The underlying lesson? Keep testing, learning, and iterating —and you’ll succeed.

How can you avoid this?
1. Create better content.
2. Create clean, email-friendly code.
3. Maintain a clean, permission-based email list.

1. Consistency - Your values and execution match up.
2. Evidence - You have resources (like ratings and testimonials) to support what you’re saying is true.
3. Solution - You consistently deliver on your customers’ expectations.

Trust used to be a function of authority. If you had authority, people automatically trusted you. Now, authority is a function of trust. If people trust you, you have authority.

Would you agree?

In every negotiation, there are three universal currencies on the table:
1. Resources: tangible items like money, access, etc.
2. Time: the universal limit of capacity.
3. Flexibility: the cost of not doing something else.
The aim is to find common ground in these currencies. By mixing these currencies in different ways, it becomes easier to reach an agreement.

The Personal MBA - Josh Kaufman

Google rewards solutions, not distractions (no matter how much you spend on AdWords).

Remember: you’re not selling a product, you’re selling an end result.

The necessity of marketing in a nutshell. #wordoftheday

When users form habits around a product, they will remain loyal to it unless an exceptionally superior solution emerges.

For instance, what would it take for you to switch from the QWERTY keyboard to something else?

To propagate a habit-forming cycle, consider what triggers someone to use a product, what action(s) they take to adopt it, what rewards them for long-term use, and which currency (time, money or effort) customers invest to use your product.

If this cycle is repeated often enough, your customers will form habits around your product.

Hooked - Nir Eyal

“If you don’t have a revolutionary product, have a revolutionary story.” - @juliannekeu

If social media’s not generating leads for you, it’s at least influencing the buying decision process. Your lack of a presence on social media is an influence, too. - A negative one.

Decrease risk and increase efficiency by knowing exactly where you are, where you’re going, and how you’re getting there.

The best products are founded upon a need, rather than an idea.

—or her*

Utilize these principles. Compel your audience to share. Decrease your cost per engagement. #boom

Aspects of digital marketing may be ever-changing, but marketing psychology will always be relevant.