Know When to Hold 'Em, and When to Fold 'Em

Jul 25, 2001 - A marketer has to have the discipline to know when to quit; to keep going after the point of failure isn't heroic, it's a selfish attempt to avoid admitting having made a mistake. There is nothing wrong with making mistakes -- just don't make them again. Comments

'Who Would Buy This Sh*t?'

Jul 18, 2001 - When you're marketing a product or service, you always have to put yourself in your potential customers' shoes and ask, "Honestly, would I buy this?" If there's any doubt, head back to the drawing board. Comments

Three Common Lies That Screw Up ROI

Jul 11, 2001 - As a marketer, you have to learn to predict ROI, not measure it after the fact, and that takes some major fuzzy logic. To start with, refuse to accept the common lies of the industry, and you'll be able to make solid decisions. Comments

With Customers, Quality Is Job One

Jun 27, 2001 - Collecting customers without regard to quality is like collecting rubber bands to create a rubber-band ball: You end up with a bouncy ball that seems full of potential energy, but in the end it doesn't help you make money. Comments

The Truth About Viral Marketing

Jun 20, 2001 - How is viral marketing like sex? Chris isn't about to tell you all you ever wanted to know but were afraid to ask. But he does say enough to get you thinking about it. As if you needed help in that department! Comments

Targeting Does Matter

Jun 13, 2001 - The growing consensus is that online advertising doesn't deliver for publishers or advertisers. This consensus is dead wrong. Online advertising is here to stay, but it must get more disciplined -- and above all else, more targeted. Comments

Don't Give Away the Store

Jun 6, 2001 - Our job as marketers isn't to create value by persuading people to buy our products. It's to create value by persuading people to pay a higher price for them -- and be happier as a result. Comments

Small Companies, Big Profits

Apr 12, 2001 - Even as the fall of the lumbering Web behemoths sends tremors through the Internet world, agile small businesses thrive in the jungle undergrowth. As they adapt and evolve, they will inherit the World Wide Web. Comments

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