Using persuasion in marketing

I recently completed a course on ethical user experience design and now I can’t help but notice dodgy stuff on websites, sometimes, in the most surprising places. I have to believe that the owner of the website doesn’t know that these are dodgy persuasive practices....

Let’s talk about using aspiration in marketing

I’ll bet you’ve seen pics of sleazy internet marketers posing with Lamborghinis before. You know what I mean, right? Super dodgy… and yet, still effective as a marketing tool. Why? It’s effective because it’s aspirational, and we all aspire to something. I’ll give you...

Let’s talk about icky marketing techniques

Let’s talk icky marketing techniques and I’m going to start by asking you a question. Are you making people feel manipulated or uncomfortable? I had a sales call with someone recently that made me feel very uncomfortable. The call started off ok – but she swiftly...

If you can’t explain it simply, you don’t understand it well enough

“If you can’t explain it simply, you don’t understand it well enough.” – Albert Einstein Einstein’s quote applies to all teaching but especially to online courses. I’ve written before about the fact that I never finish courses I sign up for. And I’ve even signed...

Let’s talk about customer journeys

Have you considered your customer journey? That is, how people enter your world and the steps they go through until they (hopefully) buy your course/service. I recently spoke about the importance of laying important business foundations and why it’s important to have...