Entries by Brian Massey

This is the Key to a Persuasive Website

What is the key to creating a persuasive website? Calum Coburn takes a page from the negotiator’s handbook. Learn the key to being persuasive both in person and on the Web. “Turn the other cheek.” This well-worn phrase has come to mean many things. Forgive easily. Don’t over-react. Be strong in the face of adversity. […]

Positioning Your Product or Service

Positioning your product or service requires understanding the root desire of your website visitors. This changes from visitor to visitor. Positioning your offering generically to appeal to them all doesn’t work. Find out what does.   Why do people buy robot vacuums? Is it to clean the floor? Maybe. Is it to have more leisure […]

The Cluetrain Manifesto Twenty Years Later: Still relevant

“Markets are Conversations.” This the opening salvo in the Cluetrain Manifesto. It’s 95 theses were written at the dawn of the commercial internet to help businesses understand how things had changed. Twenty years later, did we heed their advice? Is the Cluetrain Manifesto still relevant? Contrarians. They’re trouble. At least they’re trouble in structured organizations. […]