To grow your brand less ordinary you have a responsibility beyond just selling products. When you understand that your market isn’t ‘everyone’ you grasp the importance of your role as an educator. An educator speaking to a particular audience. Your audience. Your niche. Know your niche. Champion your niche. Grow … Read More

I want you to be your brand less ordinary’s Chief Curation Officer. Let me explain. I see two directions for Ecommerce growth strategy right now. The cataloger and the curator. The cataloger pursues the SKU. Bigger is better. They believe the greater depth of product range on offer, the greater … Read More

Bryan Eisenberg wrote something years ago that stuck with me. ‘Don’t sell, help people to buy’. It’s the marketing mantra of the brand less ordinary. We don’t like being sold to. Especially when it’s not a simple case of ‘yes’ or ‘no’. We’re in a buying process. Pushy selling rarely … Read More

Let’s consider your store’s email newsletter for a moment. You see, as your subscriber, when I grant you my email address I want platinum status membership to your brand. I want access to your very best. Not everything. Just the best. The best work, the best offers, the best everything you … Read More

The greatest opportunity to grow your ecommerce business is through the words that you use. Words are the difference between a decent year and a phenomenal year. You can invest heavily in marketing tech. You can have the latest email, review, split-testing, pop-up & personalisation software. You can have all … Read More

Chapter 5. Robert Cialdini’s Influence. Liking. “Few people would be surprised to learn that, as a rule, we most prefer to say yes to the requests of someone we know and like“. If you haven’t yet read Influence, you should. Ask yourself. What element of your marketing focuses in on … Read More

We’re forever updating. Your phone iOS, your ecommerce plugins, software updates. I’m up to Java 63 version 100.1240, I still have no clue how this impacts upon me. We just click away. Each update comes with it’s own release notes. Just in case you’re interested in what those improvements are. … Read More

Pop-ups. The ecommerce world has gone crazy for pop-ups. “10%? 20% Free Shipping? What can we give you to make you order from us?!?” And, duly, the ecommerce marketing world has gone crazy with a ‘They Work!’ versus ‘They Disrupt!‘ argument. Take the latest blog post from content marketer Gill Andrews as … Read More

Google Analytics is an ecommerce marketing specialism in itself. That’s why I entrust my clients to Jason Riddle. He’s my go-to man on Analytics integration, support and logic. I’ve asked Jason to provide insight into the value Google Analytic’s Enhanced Ecommerce can provide your ecommerce business. Here’s his response… Knowing how … Read More

Your welcome email is a valuable opportunity to create a 1-2-1 relationship between your business and your first time customer. Unfortunately, for many, it’s an opportunity too often overlooked. When the formalities of the order receipt or enquiry success are out of the way you’re provided the chance to deliver a … Read More

Why do we have a tendency to overcomplicate matters? When we look to differentiate our business, it appears easier to zone in on the peripheral. Adding new things. New platforms. New campaigns. Fresh layers of work that simply replicates the same message. The place you should look to differentiate your business is … Read More

Great service. Huge stock. Quick delivery. Best prices. The response you’ll hear 9 times out of 10. The four things every customer is looking for, right? Service – nobody tolerates for poor service Choice – we won’t simply buy the first product we see Speed – we want it and we … Read More