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.
How to Maintain Software Prices during an Economic Downturn
Software buyers suddenly have more clout at the bargaining table. But that doesn’t mean B2B software suppliers have to give up profit. Here are six strategies for keeping your prices stable.
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.
3 Essential Criteria for B2B Content Marketing to Existing Customers
Content marketing to the B2B customer base must drive measurable customer value (equity) and leverage marketing assets. Here’s the quick-read guide to applying these essential criteria.
Where Content Marketing Works for B2B Customer Retention
Uncommon ideas to justify and fine-tune content marketing to existing customers Marketing plays an important role in customer retention – creating loyal, repeat customers, the best kind for almost any business. Sales and marketing have done the hard work of winning the customer. Now, if […]
New Report Reveals How to Write Webinar Headlines that Pull Registrations
Webinars can generate leads and drive customers through the pipeline – only if your audience clicks through and registers. Here are 5 hot tips for writing webinar headlines that get clicked.