By Kathy Sierra
Think you’re in a online game with one goal: a bestselling services or products. the principles? No advertising price range, no PR stunts, and it needs to be sustainably profitable. No momentary fads.
This isn't really a online game of likelihood. it's a online game of ability and strategy.
And it starts with a unmarried query: given competing items of equivalent pricing, advertising, and perceived caliber, why does one outsell the others?
The resolution doesn’t dwell within the sustainably winning services or products. the reply lives in those that use them.
Our aim is to craft a technique for developing winning clients. And that technique is stuffed with staggering, counter-intuitive, and astonishingly uncomplicated concepts that don’t rely on a huge advertising and marketing or improvement finances. ideas ordinarily missed via even the main well-funded, well-staffed product teams.
Every function is a key participant during this video game. Product improvement, engineering, advertising and marketing, person adventure, support—everyone at the crew. no matter if that staff is a start-up of 1. Armed with an incredibly neglected technology and a different POV, we will can lessen the function of luck.
We can construct sustainably profitable services that depend now not on unethical persuasive advertising methods yet on assisting our clients have deeper, richer reviews. not only within the moments whereas they’re utilizing our product yet, extra importantly, within the moments after they aren’t.
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Extra resources for Badass: Making Users Awesome
If I told you that this doctor’s secret had been tested and proven on 10,000 patients, would that make it even more interesting to you? If at all possible, you should ﬁnd ways to add drama to your presentations. I’ve done a lot of scriptwriting and consulting work in the TV infomercial business—you know, those thirty-minute-long commercials that look like TV shows—and, though I haven’t worked on them myself, I particularly admire the kind that feature dramatic demonstrations. Maybe you remember one of the classics, in the Amazing Discoveries series of infomercials, this one selling car polish, in which they set ﬁre to the hood of the car and poured acid on it!
ULTIMATE MARKETING SECRET WEAPON #6 Marketing Messages Developed with the Understanding That Recipients Will Be Stubbornly Reluctant to Believe Them A client came to me recently with a most interesting marketing problem: a truly irresistible oﬀer that didn’t work. 00 discount. 00 per person, and take advantage of several other oﬀers. —ﬁve cents each! 00 charge appears on your telephone bill. Unfortunately, he’s been having a tough time getting businesses to buy and use these things. And he’s ﬁnding that a shockingly small percentage of the people who get them make the call to redeem them.
Com. What’s Your Magniﬁcent Mission? The nature and details of my business interests have changed quite a bit over time, but I’ve always kept them linked to this mission: to be responsible for getting how-to-succeed education into the hands of more people than does any other individual or enterprise. At one time I saw the implementation of that mission limited to the mail-order marketing of books, cassettes, and courses. Then it expanded to include speaking and seminars. Then television. Then developing products for other publishers.
Badass: Making Users Awesome by Kathy Sierra