Marketing

The 5 Pages You Need (And The Questions They Answer) For Your Software Website

By | Growth Engine, Marketing, Startups | 2 Comments

Have you ever struggled with your marketing website?

Sure, they have templates and super slick WYSIWYG editors.

But that doesn’t deal with the hard part:

The content.

WTF do I put on those pages?

How do I turn lorem ipsum into monthly recurring revenue?

How many pages should I have on my site?

What should those pages be?…

I need a blog, right?… right?…. right?

(read below to find out) :p Read More

The Step-By-Step Guide To Creating A Webinar That Sells Software

By | Marketing, Sales, Startups | 3 Comments

What if you could get on a stage in front of an audience filled with your perfect customers and tell them about your software?

That’s what webinars are like.

In 2010 my buddy Lewis Howes stopped by our office in San Francisco preaching them as a sales tool, and that’s when I first got introduced to the power of leverage.

You get the opportunity to attract, teach and present an offer for your solution that will solve their problem…

And if you do it right, you can get them to pre-pay for years up-front in advance to help you fund future marketing initiatives to scale your startup.

That’s the promise I’m making in this week’s video.

Now, before you think I’m over hyping it… just think about it. Read More

Use This 4 Part Framework To Write Cold Emails That Actually Get a Response

By | Marketing, Sales, Startups | 7 Comments

Have you ever cold emailed the CEO of a public company?

When I was 18 I sent out 20.

I knew I needed advice to build my company, and figured they might have the answer…

… so I found the list of top tech CEO’s at the time, and sent them an email with a simple question:

Everyone argues that it’s who you know (network), what you know (education) and perseverance (not giving up) that are required to be successful.

If you had to pick just one of these three, which would it be?

That was it, very little context, super specific with an ask…

My favourite response was from Mark Cuban (this was 15 years before he ever invested in my company, and to this day I don’t think I’ve told him this :). Read More

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

By | Growth Engine, Marketing, Startups | 9 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

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