The 30 Elements of Consumer Value: A Hierarchy. When customers evaluate a product or service, they weigh its perceived value against the asking price.
Marketers have generally focused much of their time and energy on managing the price side of that equation, since raising prices can immediately boost profits. But that’s the easy part: Pricing usually consists of managing a relatively small set of numbers, and pricing analytics and tactics are highly evolved. What consumers truly value, however, can be difficult to pin down and psychologically complicated. How can leadership teams actively manage value or devise ways to deliver more of it, whether functional (saving time, reducing cost) or emotional (reducing anxiety, providing entertainment)? The amount and nature of value in a particular product or service always lie in the eye of the beholder, of course. The 30 Elements of Consumer Value: A Hierarchy. How to Negotiate with a Liar.
Executive Summary People, including negotiators, lie every day, so when you’re trying to make a deal, it’s important to defend against deception.
The best strategy, says the author, is to focus not on detecting lies but on preventing them. She outlines five tactics that research has shown to be effective: Encourage reciprocity. You can build trust and prompt other parties to disclose strategic information by sharing information yourself. Ask the right questions. Negotiators often lie by omission, keeping mum about relevant facts, but if directly asked, they are more likely to respond honestly. How expert schmoozers trick themselves into liking their target. Big-wigs have much to gain from ingratiating themselves with even bigger ones, because having an in with important people sways decisions made in the executive washroom, on the golf course, or over plates of wagyu carpaccio.
This Is How To Be Persuasive: 7 New Secrets From Hostage Negotiation. We all have to have difficult conversations.
And they’d be easier if you knew how to be persuasive. Whether it’s dealing with family members, buying a car or negotiating a raise, persuasion is always a useful skill. But much of what you read doesn’t work in tough scenarios. So I decided to call someone who has handled the most challenging scenarios imaginable — ones where lives are on the line… Uk.businessinsider. Roger Fisher on a Better Way to Negotiate, Part 1. Peace is not a piece of paper, but a way of dealing with conflict when it arises.
-Roger Fisher Why are most negotiations so awful? Why do we go into them ready to defend our turf to the death, only to find that our opponent is doing the same? Roger Fisher argues that this is a natural outcome, but one that we need to learn to avoid if we’re going to get things done and maintain good relationships in life. His bestseller Getting to Yes shows the way. The 8 Types of Salespeople - HBR Video. 6 Secrets to Writing a Better Brand Positioning Statement. A brand positioning statement is a concise version of your mission or vision statement.
Sound intimidating? Well, they shouldn't be. They are actually pretty simple to construct. These read, "I am a [noun, such as coach] who helps [audience, for example women] [result, i.e get healthy] so they can [benefit, for instance love their life!] " While easy to create, a lot aspiring speakers, bloggers, authors, coaches and consultants create brand positioning statements that aren't very memorable -- “I am a speaker who helps women become their best self!
" The 3 stages of creating a badass home page. Creating a home page is momentous for any business.
You spend weeks carefully crafting every line of copy, every image, every color, every icon. Agencies are hired, opinions are gathered, and budgets are obliterated. This is your brand we’re talking about, right? Everything is on the line. Instead of Getting an MBA, Read These 5 Free Marketing Tips. Sequoia - Pricing Your Product. A lot of startups treat pricing as a math problem or, worse, an afterthought.
Pricing is as much an art as it is a science, one that relies as much on marketing and psychology as it does on classical economics. This Sequoia Guide covers strategies that can help you figure out the right price for your product—and end up with happier customers and more profit in the process. LinkedIn’s decision to package some seldom-used features as high-margin “premium” accounts spawned a business line that now makes almost $250 million a year. At eBay, touting the benefits of a low-cost tool meant the difference between profitability and a loss. Meanwhile, companies that didn’t properly assess the value of their products and price them accordingly struggled or fizzled out. Seth Godin: How to get your ideas to spread. What Startups Can Learn from Watsi’s Wildly Successful Email Campaign. In the winter of 2013, something unusual happened.
Y Combinator backed its first nonprofit, accepting Watsi into its batch and sending the message that nonprofit organizations could operate like startups, and that tech companies could learn a lot from the social sector too. Suddenly, that leap of faith Grace Garey had taken two years earlier — deciding to join Watsi’s tiny founding team rather than getting a traditional job — seemed remarkably prescient. Just out of school, she found herself running marketing for an organization that had captured the attention of both the tech and nonprofit communities. By all accounts, she’s done an epic job, catapulting Watsi to the top of industry lists, attracting enviable influencers, and making a name for herself in the process. Just last month she was named to Elle Magazine’s list of ‘Women Who Rule Silicon Valley.’
How to give a persuasive presentations: A Q&A with Nancy Duarte. Stepping onto the TED or TEDx stage — or speaking in front of any group of people, for that matter — is truly nerve-wracking.
Will you remember everything you wanted to say, or get so discombobulated that you skip over major points? Will the audience be receptive to your ideas, or will you notice a guy in row three nodding off to sleep? Presentation expert Nancy Duarte, who gave the TED Talk “The secret structure of great talks,” has built her career helping people express their ideas in presentations. The author of Slide:ology and Resonate, Duarte has just released a new book through the Harvard Business Review: The HBR Guide to Persuasive Presentations. The TED Blog talked with Duarte in her California office about what makes a killer presentation, as well as about how giving her own TED Talk shaped her thoughts on presenting.
Resonate. 7 Steps For Changing Minds. Persuade Anyone Of Anything. Posted by James Altucher You’re on the most important elevator ride of your life. You have ten seconds to pitch- the classic “elevator pitch”. How to Persuade Others with the Right Questions: Jedi Mind Tricks from Daniel H. Pink. Your Elevator Pitch Stinks. Here's How to Fix It. Since the 1950s, sales trainers from all over the planet have pushed the elevator speech as the secret to business networking. That was yesterday. "The elevator speech is dead, or at least it should be," says Cliff Suttle, author of The Anti-Elevator Speech. "Elevator speeches are too long, too boring, and too pushy. " An elevator speech is a pre-planned 30-second-to-two-minute response to the question "so what do you do? "
8 Conversational Habits That Kill Credibility. The Five Basic Stories That Can Give Your Speeches Power - Forbes.com. How to Get Anything You Want with Minimal Negotiation. The FBI’s Top Hostage Negotiator Teaches You How To Lower Your Bills. Ever feel like the cable company or your phone service provider is charging too much? Ever feel helpless to do much about it? You’re not crazy. When you call them the customer service rep is reading from a script. Secrets of Master Influencers. The Psychology of Persuasion.
The last damn thing you'll ever need to read about influence, persuasion and negotiation: 10 Psychological Research Studies to Help You Tap Into Human Behavior and Increase Conversions - YouMoz. In order to prosper in the world of online sales and conversions, marketers must understand the basic principles of human psychology. Not confined to being "niche specific", understanding how our brains work can go a long way to helping us understand how we can successfully (and ethically) move people towards saying 'Yes'. Social Enterprises Must Move Beyond Purpose. Once upon a time, it was easy for a social enterprise to stand out and get noticed. The 10 Commandments of Content.
The challenge is clear by now: Intrusive, interruptive, self-centered marketing no longer works the way it once did, and its effectiveness will only continue to diminish in the social age. The question is what will replace the legacy model. There’s a one-word answer: stories. Digital Content Marketing Checklist. Quick Course On Effective Website Copywriting. 8 simple copywriting tips, backed by science. 10 UX copywriting tips for designers. All too often, tech companies lack the writing staff to get copy written for every single interface, ad, and interaction. Which means that designers like you often end up speaking directly to customers. Tone and Voice: Showing Your Users That You Care. Voice and tone. Traction. Blog - Good User Experience Means More Than A Good Product.
Most definitions of User Experience center around how the user feels while using a certain product. When people write about User Experience, they usually focus specifically on the features/usability of the product and how that relates to what the person is feeling. The Eulogy Test: How to Live a Life of Small Kindnesses. Square, Airbnb and why experience really is design. Network Effects. The startup opened its virtual doors to customers on July 4, 1996. 30 Actionable Tips About Influencer Marketing. So our conversations often become about influencer marketing—you know, the fine art of getting big kahunas in your camp. To achieve greater reach and resonance (ooh, fancy marketing words), you try to win over the people who already have it.
BuzzSumo: Find the Most Shared Content and Key Influencers. A Social Media Guide for Startups and Entrepreneurs. How to Set Social Media Up from Scratch. The Proven Ideal Length Of Every Tweet, Facebook Post, And Headline Online.