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A reply to a review is for the person who left it, and for every customer who reads it after them. Forty-two percent of consumers surveyed are unlikely to use a business that never replies to its reviews, and nearly one in five expect a…
Continue reading: Google's Building →
For a lot of your customers, the first person they meet is a voice on the phone. The first ten words that voice says are part of your brand. Decide what they are, and make sure whoever answers knows them. It's the cheapest fix in…
Continue reading: The First Ten Words →
Pull up the reviews of any local business you like, yours or anybody's, and read a few. They name a person, and not one of them mentions the logo. Nobody trusts a logo. They trust the person standing next to it, and that person is…
Continue reading: Nobody Trusts a Logo →
Your competitors are one scroll away, so it pays to know the one sentence only your shop can say. If it could hang on your competitor's wall just as easily as yours, it isn't yours yet. It took me more than one try with my…
Continue reading: The Wall Test →
Researchers in Ottawa found that people decide whether they like the look of a web page in about a twentieth of a second, and that given ten times as long they come to almost the same verdict. That first look is a promise about your…
Continue reading: A Twentieth of a Second →New notes land in your inbox, now and then. No noise, no tracking, unsubscribe anytime.