Marketing

Why Bootstrapped Founders Should Use These 5 Agreements To Scale Their Startup

By | Growth Engine, Marketing, Startups | 8 Comments

One of my favourite stories of a bootstrapped founder is Clay Collins.

He’s the creator of LeadPages.net, and when I first met him he was doing $100K+ a month in recurring revenue.

As someone who came from the online education space, he knew his customers intimately and was an incredible marketer.

I still remember our first conversation and the questions I was asking.

I couldn’t believe the level of growth he achieved in only a few short months.

What I learned that day was the foundation for what I now call the Scaling Credo.

It’s a simple list of 5 things, that if you agree to, can dramatically impact your business. Read More

3 Question Frameworks You NEED To Use For Product Development

By | Community, Marketing, Startups | 4 Comments

It’s 2011 and I’m pacing back and forth in a parking lot in LA.

I’m about to go on This Week in Startups to talk about Flowtown which had just been acquired, but I’m stressing out…

I’m on the phone with Sean Ellis – the creator of the Customer Development survey – walking through the customer feedback I’m getting for a new product I’m starting to work on called Clarity.

I’m having a hard time figuring out my next steps.

People are signing up, but many aren’t making calls or coming back…

… so I’ve sent out a survey to ask them specific questions so I can better understand their needs and expectations.

That’s when Sean shares with me the Rosetta Stone of understanding my customer’s suggestions. Read More

How Startups Should Map Their Content Marketing Strategy To The Buyer’s Journey

By | Marketing, Startups, Strategy | 2 Comments

Wow, did I ever butcher this joke.

“The CEO, CFO, and Marketing Manager walk into the bar…”

You can watch the video below to see how I killed my stand-up career before it even started…

…but here’s what I was trying to convey.

Depending on WHO you are, you probably have a different need for the same outcome (i.e. a drink).

When I was building my startup Flowtown, we had customers who bought our product at $20/month, some at $200/month and even a few at $2K/month!

Were they the same? Yes and no. Read More

The 5-10 Principle for Creating High Converting SaaS Lead Magnets

By | Growth Engine, Marketing, Startups | 4 Comments

The other day I had an old highschool friend invite me to a private facebook group for their network marketing product.

When I scanned the posts in the group, they were ALL promotional and salesy.

Nothing added value to their customers lives.

It was all about them.

Unfriend.

I have a real problem with any company that doesn’t think of helping their customers BEFORE they ask for a sale.

It just seems backwards.

But how do you do that? Read More

The Emotions To Nail When Creating a SaaS Lead Magnet

By | Community, Marketing, Startups | No Comments

If you want a good laugh, watch this week’s video.

There may be some singing / rapping in it (if you want to call it that).

What’s important though, are the lyrics.

“Nurture – nurture – nurture that lead!”

Even more important…

… how many leads are you generating per month?

If that number is 0, or not growing, then the business isn’t growing.

Period.

The best way to capture a visitor who’s on your site is to offer them valuable content… Read More

The Audience Triangle – 5 Stages of Customer Intent

By | Marketing, Sales, Strategy | No Comments

If I grabbed 100 people, and asked them how many needed to buy a pair of jeans – only 3 would raise their hands…

… but 7% would be “In Market” (the 2nd stage of the Audience Triangle) and will be buying soon.

What about the other 90%?

How do you speak to them?

That’s what I cover in this week’s video where I define the 5 stages and the different “buying intents” of each.

If you do this right, you can create marketing content that will take care of the market until they’re ready to buy.

Here’s how it works. Read More

The 3 Inputs to a Great Product Roadmap

By | Marketing, Startups, Strategy | No Comments

When I first built Clarity.fm, it wasn’t a marketplace.

It was a call list app.

The concept was that I could add anyone to my list, with phone number and description, then it would robo call each person, reading to me the name of the person and reason for the call.

In short…

I was building a productivity tool, NOT a marketplace.

A strategic “face palm” that would greatly handicap the business’ potential for growth. (#2 on my list of inputs to build great product).

Even after I held a 300 person launch event in my hometown of Moncton, I refused to build search into the product.

What I did instead was build a page that listed all of the experts who were available for a call.

Stupid.

It wasn’t until after months of getting emails to our support team that I realized we needed to add a search feature.

What happened next was the beginning of what made Clarity a huge success. Read More

5 Reasons Customers Churn (a.k.a Fire You) And What To Do About It

By | Marketing, Metrics, Startups | No Comments

What’s your churn?

If you don’t know this number, get it.

Better yet, do you know why they’re churning?

When I was building my company Flowtown, we had a 12% monthly churn.

Not good.

That meant that after only 8.3 months we had lost ALL of the customers we had worked so hard to attract & convert?

Just so you know, that makes for a HORRIBLE business.

Your goal should be 8% PER YEAR (for B2B SaaS)!

So if you’re bleeding customers, what do you do? Read More

7 Live Chat Steps for Startups To Increase Sales

By | Community, Marketing, Sales | 2 Comments

Can you explain your business to someone who’s outside your industry?

That’s been the benefit of having a father who has no clue what I’ve done for most of my career :).

It’s also helped me learn how to explain my company’s benefits to a new customer.

One way to do that in a scalable way is to use live chat on your business site.

A few months ago I was in the middle a of a big sales project and I had chat setup on the page.

After a few days, I finally decided to dive into the trenches.

The experience blew my mind. Read More

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