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
Subscription Marketing: All About Change
A new season arrives with autumn equinox. So, our theme this month is change, with all of its joys and trials. Mountain View, California, where I live, is in the midst of a construction boom. I recently returned from a few weeks of travel to find buildings that were one-story metal frames now looming up four stories. Leaving town […]
Lazy But Efficient Content Marketing [Book Review]
![Lazy But Efficient Content Marketing [Book Review]](https://annejanzer.com/wp-content/uploads/2017/08/lazyeffectivesquare-300x200.jpg)
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 […]
Subscription Marketing: Protests and Pricing
This month’s subscription update is all about turning lemons into lemonade: protesting net neutrality changes, changing pricing models, and dealing with new email regulations. Let’s jump in. Rally for Net Neutrality Find me a subscription business that doesn’t depend, in some way, on the Internet. Go ahead, I’ll wait. Any luck? On July 12 businesses large […]
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 […]
