Here are your marketing peers’ favorite articles from 2018, including a look at copywriting changes with large impact, optimizing for non-material costs and more
By transforming marketing ideas into hypotheses, we orient our test to learn about our customer rather than merely trying out an idea. Here is a 4-step framework for creating a hypothesis, along with good and bad examples.
The goal of optimization is not to make changes to a page but to make changes in the mind of the customer. Here are some simple ways you can shift from communicating company logic to customer logic and optimize the thought sequence of your…
Almost every industry has seen a shift toward green technology. While this is certainly a positive step for the earth, it can rightly be questioned whether the marketing that touts this particular aspect of the business is really effective.