8 Seconds to Profits
E-mail marketers spend countless hours and untold millions trying to make recipients click on a link leading to a landing page, but for inexplicable reasons they often invest far less money and effort to make those landing pages equally effective. Up to 50 percent of visitors to landing pages will bail in the first 8 seconds. Silverpop, a provider of e-newsletter and e-mail marketing services, offers some insights on creating better landing pages in the report “8 Seconds to Capture Attention.” Click here for the PDF.
“The Challenger Sale” and Steve Jobs
In Walter Isaacson’s biography of Steve Jobs, the Apple co-founder is quoted as saying, “Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. People don’t know what they want until you show it to them. Our task is to read things that are not yet on the page.” Authors Brent Adamson and Matthew Dixon argue the same point in their book “The Challenger Sale,” and they say it’s equally critical in the b2b world, if not more so. Read an extended Q&A with Adamson and Dixon here.