In the endless search for pushing the conversion of sales letters and opt-in pages higher and higher, I’ve come across a couple of secrets in my time that have almost invariably made a positive difference in conversion. One of those involves the way that your call to action button is styled. Not to […]

With all the talk of USP, niche positioning, and your ‘features & benefits’, one thing that is often overlooked in the marketing cycle is what I am going to call your “Creation Myth”.  All societies have them.  Whether it is the Big Bang and evolution, or that a Christian God created the world in seven […]