I was having a comment conversation with Robbie Kellman Baxter the other day and… Wait – you don’t know what a comment conversation is? It’s what writers do when they start exchanging ideas and stories in the comments of a blog post, because they’re too lazy to pick up the phone and call, and are […]
Subscription Marketing
Lazy But Efficient Content Marketing [Book Review]
A Review of Master Content Marketing by Pamela Wilson Partway into the prolog of Pamela Wilson’s Master Content Marketing, there’s a section with the following heading: “My Lazy (But Efficient!) Approach to Content Marketing” As soon as I read that heading, I knew that I’d found a content marketing and writing soulmate. My life goal is […]
Disrupting Subscription Pricing: FairPay
Subscriptions are a disruptive force in many industries. When researching and writing Subscription Marketing, I was hard-pressed to find an industry that wasn’t being affected by subscription-based entrants. Subscriptions fundamentally change the customer relationship from a one-time transactional engagement to an ongoing interaction and relationship. That shift changes nearly everything: How you deliver goods and […]
Three Myths About Free Trials
Everybody loves a free trial. Customers love free trials because they can test out a solution before buying it or subscribing, reducing their risk. Marketing and sales teams believe they accelerate the sales process. The free trial is a favorite marketing and sales strategy for subscription-based businesses. Yet the free trial is more complex and subtle than either […]
Subscription Marketing: Two Years Later
Does your business have a subscription offering? Have you changed your marketing to address the changing behaviors of customers in a growing Subscription Economy? Today I’ve published the second edition of Subscription Marketing: Strategies for Nurturing Customers in a World of Churn. Much has changed in the two years since the first edition was published. What’s Changed […]
Celebrate Your Customers’ Successes
What does your business celebrate? Most businesses find time to celebrate their own successes – as they should. Whether it’s a bell that rings every time a purchase order comes in or a party following a great quarter, people find ways to acknowledge and rejoice in successes. Celebrations keep us going through the long haul. But […]
