The various musings of Michael Hiles

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Marketing

The Science of Persuasion

I’ve always been fascinated with marketing psychology. Especially in the context of marketing copywriting and sales. One of the world’s foremost leaders in the actual science behind persuasion is Dr. Robert Cialdini, who wrote the best-seller. This animated video describes the six universal Principles of Persuasion that have been scientifically proven to make you most…

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DANGER! Avoid these two destructive approaches to your marketing

Through the years, I’ve worked with a lot of clients. All of them were trying to figure out the magic bullet solution to market and sell. Two common themes can be found in almost every business marketing organization that drive the overall efforts. Both of these themes are big problems, and in the modern era…

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Seven Key Psychological Triggers That Convert Leads to Customers

All the leads in the world are worthless if you can’t get them to buy. You need to know how to efficiently turn a prospect into a lead, and a lead into a customer. Then it is a simple method of understanding your customer acquisition cost, and your profit per customer, to run a profitable…

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Agile Marketing? Why isn’t marketing managed like software development?

With the rise of the web, social, and mobile, I don’t have to work hard to convince anyone in a marketing department about the overwhelming shift in marketing focus to digital platforms. Whether a small business is simply leveraging their Facebook Page to promote local specials, or a large brand is using sentiment analysis tools…

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Hey marketing professionals, you must learn software development

As a business function, marketing hasn’t changed for over a century. But in the past decade, marketing has seen a tremendous disruption in methods and tactics as a result of the internet and mobile technology becoming part of the fabric of everyday life.

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Is Your Marketing Process Broken?

Inbound marketing and closed loop marketing strategies have become the hot, new topic for many senior executives. Thanks to marketing technology and the creation of new business models, the world of digital marketing has given new meaning to the way we do business.

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What Is A Minimum Viable Campaign (MVC)?

In the world of startups, business model development, and customer discovery, there is a concept called the “Minimum Viable Product”, or MVP for short. Minimum Viable Product was popularized by Eric Ries when he published his book, “The Lean Startup”. Eric is a Silicon Valley entrepreneur who applied lean management principles to starting a new…

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It’s Not About Ideas, It’s About Making Ideas Happen

There’s a glut of ideas on the market. There’s a shortage of execution on all those wonderful ideas. Ideas are a dime a dozen. People spend an inordinate amount of time coming up with billion dollar ideas. Then they work to protect those ideas as if any idea, by itself, is gold. They work to keep the ideas…

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How Storytelling Defines A Successful Content Marketing Strategy

Storytelling is a universal language that spans culture and generation. Without a story, a marketing campaign simply cannot garner people’s attention, rouse them to passionate engagement, and ultimately induce them to behave in such a way that reflects their own desire to change themselves or their world. This can be an incredibly complex effort –…

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You need a model of influence in your B2B marketing

My wife is a fitness and healthy living buff. She follows various online fitness folks. Natalie Jill really seems to be doing a decent job of promoting herself in the space. My wife happens to follow Natalie on Facebook. When my wife decided she needed a new pair of cross-trainer shoes, she posted her question…

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