Pricing is an overlooked lever that markers and businesses have at their disposal. Specifically, the psychology of pricing is not given the attention it deserves. Jonah Berger, the Wharton Professor, has developed a simple trick called the Rule of 100. Basically, when showcasing your discounts if the price of your product is under 100, its […]
The decoy effect is a trick that I don’t often think about as either a consumer or a marketer but it can be fairly powerful. It’s a tactic where you introduce a third product to make another product more attractive. Dan Ariely, the behavioural economist, made this famous when he wrote about how subscription packages […]
Slack, considered the “unicorn of unicorns“, just changed its famous colourful hashtag logo and needless to say there are mixed reviews. What I always find so interesting when something like this happens is how intensely people react to logo changes (think Spotify logo change outrage). What this seems to stem from is when users of […]
There seems to be a growing trend for businesses, often marketers, to rely on customer acquisition cost as a metric or KPI (key performance indicator). It seems to be used more and more in today’s SaaS (software as a service) heavy environment where tracking all costs around acquiring a customer are becoming more transparent and […]
The Keyword Planner Tool in Google AdWords is one of the more underrated tools in the world of marketing. It’s often thought of as a checklist item that you should do when planning a new AdWords campaign or writing new content for your site or blog. There are 3 ways underutilized ways in which Keyword […]
In the book I’m currently reading, This is Marketing by Seth Godin, there was a section that really stood out to me. Godin speaks a lot about nailing down your smallest viable market as oppose to trying to reach and promote to the world which makes a lot of sense. Specifically he addresses this by […]
I’m sure you are like me in that you don’t enjoy receiving emails that don’t serve a purpose. I recently received an email from PC Financial, my credit card, letting me that my statement was ready to view. Great. The only problem is that there is nothing for me to immediately do with this. There […]