Posts written by Denis Du Bois
Our perception of the world is an illusion – and why that’s a good thing
Some of the cognitive techniques we use in persuasive content depend on one profound fact. Human perception is, fundamentally, a collection of illusions.
Is All SaaS becoming SaaSS (Software as a Self Service)?
Lockdown is pushing the B2C ecommerce model into B2B enterprise sales. Is XaaS becoming XaaSS? What are the marketing implications of that business model shift? And where will it lead next?
This is Your Buyer’s Brain on Loss Aversion
Why fear, uncertainty and doubt are poor salespeople — and what to do instead in 3 steps
Maslow and a Marketer Walk into a Bar: Behavioral Economics and B2B Marketing
Buyers make decisions they regret. Behavioral science explains why. Marketing can make it worse, or better.
On Writing Well
One of my favorite copywriting instructors turned me on to this book. I enjoyed reading it even more the third time, for reasons I will explain.