Category Archives: Consumer

Unraveling Your Consumer’s DNA

Throughout the process of Laddering, we are always talking to users. We want to understand them at a base level that explains their purchasing decisions with specificity they might not ever be able to explain. We are searching for their …

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Confirming Your Ladders

In earlier posts in this series, I introduced the concept of laddering, explained why it’s important for understanding consumers, and broke down the seven steps to laddering. Today, we’ll talk about how to confirm the existence of the customer clusters …

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Drip, Drip, Drip – Tapping Into a Faucet of Sales! (11/20)

On Lessons in Laddering, my weekly radio show on KCAA 1050 AM, my guest was Desiree Scales from Bella Web Design.  Desiree has created websites for companies of all sizes for over 15 years and is an Infusionsoft Certified Consultant.  …

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Seven Steps to Laddering

Now that I’ve introduced the concept of laddering and why it’s important for understanding your consumers, let’s go through some practical advice for conducting laddering with your consumers to ensure you are getting to a foundational understanding of what they …

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Eric V. Holtzclaw Named “Superstar of the Week” by Business Superstar

If you are a regular reader of Inc. magazine or you have browsed the pages of the Wall Street Journal and the Washington Post, then you will certainly recognize the name of Eric V. Holtzclaw – he has written for …

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Effective Facebook Marketing (11/13)

I enjoyed meeting many of you this past week at Write2Market‘s Industry Leadership Summit or The Toastmasters 2013 Fall Conference.  Both events were full of smart people with inspiring stories and useful advice on how to move up to the next …

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Laddering Your Consumer

In the past few years, the world of product development and marketing has been upended. The old formulas for predicting sales and adoptions – based on large demographic buckets defined by sex, race and age – are no longer enough. …

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Daily Deals Are Back: Are They Right For You?

Welcome to the daily deal backlash to the backlash. First touted as the perfect marketing platform for small business, Groupon, LivingSocial and similar services were then pounded in print and social media for destroying mom-and-pop retailers who couldn’t meet demand. …

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Small business advice: What you need to know about new telemarketing regulations

The Federal Communications Commission (FCC) recently started enforcing new rules requiring businesses to obtain “prior express written consent” before calling or texting consumers for solicitation purposes. The change creates new challenges for small firms already struggling to adapt to evolving …

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Taking a Step Back (11/6)

Mass production and mass media paved the way to how economics and marketing works today. The rise of mass production during the World War birthed consumerism and changed the way and reasons why people purchased products and services. To support …

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