The Art of eCommerce Upselling

Let me ask you two questions: is ecommerce a new and better way of doing business?

And, is ecommerce better than offline shopping?

For many “experts” (such as investors and journalists), it is.

However, I disagree.

Ecommerce is exactly the same as doing business in the offline world, except it is in the online world (groundbreaking, I know).

Most of the knowledge companies have gathered in the last 50 years can be used, or at least adapted, to the online world.

This is great news, because it means we can stop coming up with new shiny ways to do business (social commerce anyone?), and start focusing on the things that will have a big impact in your business.

Among those things, we have the techniques companies use to increase their revenue, such as bundling, price anchoring, cross-selling, and upselling.

Most big ecommerce stores, such as Amazon, use these techniques in their sites.

In fact, in 2006, Amazon reported that 35% of their revenue came from their cross sells and upselling efforts.

Unfortunately, for some reason, smaller ecommerce stores refuse to use upselling.

Maybe they think it’s too pushy, or it’s unethical.

Whatever the reason, they’re leaving money on the table for every sale they make.

Let’s do some basic math:

If you make on average $1 dollar of extra revenue for every sale you make, and you make 1000 sales per month, you’re losing $1000 dollars per month.

That’s $12000 of easy money you could be making per year.

(Those numbers are very conservative, you can make much more money with upselling, and you can make much more sales thanks to it, so you could make way over $12K per year of extra revenue.)

Imagine what you could spend those $12K on if you upsold your customers.

You could spend that money on marketing, which would help you make even more sales.

You could spend that money on improving your customer experience, which would help you increase your loyalty and customer retention.

You could spend that money on enhancing your logistics, which would help you save lots of money.

Whatever you choose on spending that money on, upselling can help you take your online business to the next level.

Because of all those reasons, it’s clear that you need to start using upselling right away.

That’s why today I’d like to teach you everything you need to know about the art of upselling, and how you can start using it in your own online store.

Upselling: What You Need to Know

Upselling is a sales technique where you offer your customers the chance to purchase upgrades (better features, better specifications, more volume) or to get the more expensive version of what they’re buying so you can maximize the value of their purchase (higher price).

The idea is to make the customer spend more money they originally thought they’d spend.

This may sound unethical or spammy, but it’s not.

The key about upselling is that you offer products that add value and improve your customer’s life.

For instance, let’s say you wanted to buy an Apple MacBook Pro 13” with Retina Display, which costs $1,299 at its minimum price.

macbook-pricing-page

After you click the “Select” button in the menu, you’ll be taken to the configuration page.

What’s interesting, is that you’ll be shown an “upgrade” for each component (both hardware and software), as shown in the image below.

upgrades-for-macbook

As you can see, for just $100 you can get a much faster processor that can improve your MacBook’s performance.

This is a classic example of an upsell, which I’m sure it helps increasing Apple’s revenue substantially (even though I don’t have any data to back this up).

What Apple does follows the upselling rule of thumb: you only offer related products (Apple offers improvements in the components of the computer of your choice, they don’t try to sell you a 15” MacBook Pro), and the offer must be at least 60% cheaper than the product they just added to their shopping cart.

In this example, it would be much better if Apple said for whom all these improvements could work. For example, they could say “For professional graphic designers: Add 16GB of RAM”, and then explain why they say so.

Putting each upsell into context is a great way to persuade your customers even better so they end up choosing the upgrades over the standard product.

(Before moving on, there’s one important caveat: upselling isn’t the same as cross-selling, bundle or add-on selling. Some people believe they’re the same, given they all increase the customer lifetime value of a company. However, they are completely different practices.)

How Upselling Works in Real Life

You Can Only Upsell A Small Portion of Your Customers

According to a study of Predictive Intent’s eCommerce customer base, upselling drives an average of over 4% of sales.

That means that your upsells will have an effect, on average, on the 4% of your customer base.

What you need to take from this is that upselling is targeted to a small subset of your customers, those who don’t mind paying more for a better or more expensive product.

Upselling Works Better than Cross-Selling

If you think that 4% is a small subset of your customer base, and thus not important enough to make a difference in your business, think again.

The same study made by Predictive Intent says that cross-sells have an impact in the average sales lower than 0.50%, which is 20 times less than upsells.

So if you’re thinking whether to add cross-sells or upsells to your ecommerce store, and which is better, upselling is the winner by a big margin.

However, don’t forget that this is one study for one company. You should always test first before making any conclusions and taking anything for granted.

Upsell Only Your Most Reviewed, Most Sold and/or Most Relevant Products

Unfortunately, not every product can be upsold. There are better products than others to offer as upsells, which include:

  • Your most reviewed products, so you can convince your customers better.
  • Your most sold products, which means they’re the best, most relevant or the most attractive ones (also, they’ll probably have the most reviews, so you’ll kill two birds with one stone).
  • Your most relevant products for the product being sold. This is easier said than done, given that you need to consider what product is being sold at any time, and you need to define what “relevant” is for each consumer. However, if you have developed a persona for each type of customer, this will be much easier. Also, if you’re using an upselling plugin (see below), this is done automatically.

Remember: you’re not upselling your customers, you’re making their lives easier, better and faster than it actually is.

How to Use Upselling in Your Store (The Manual Way)

Now you know what Upselling is, and how companies use it to increase their revenues, it’s time to learn how you can start using upselling in your own store.

There are two main ways to start upselling in your store:

  • Manually
  • Automatically (that is, through the use of plugins)

First, let’s start with the manual way.

(Note: Most of you won’t need to do this process manually, since you’ll just do it automatically with the use of plugins. Still, it will be interesting for illustrative purposes.)

1. Categorize All Your Products

Open an Excel sheet, and add the following columns:

  • Product (or Product Name)
  • Price
  • Category (that is, the category that the product is classified on the store)
  • Luxury
  • Upgrade

This is how the sheet should look like:

upselling-spread-sheet

Once your sheet looks like the one I’ve just shown you, start filling it with all the products you sell, and their correspondent prices and categories.

(If you sell thousands of products, and you feel this will take too much time, add your best-selling products only.)

Then, define whether a product you sell represents a more luxurious version of your regular products, or an upgrade of them. If they are, put a “Yes” or an “X” mark in the column. Otherwise, put a “No”, an “-”, or leave the space blank.

(In most cases, you’ll be using either the luxury or the upgrade column, not both. However, there are a few cases where both columns can be used.)

As an example, let’s say I sell men’s clothing, both luxury clothing and my own branded line of clothes which are pretty cheap.

If I wanted to add upsells to my store, this is how the Excel sheet should look at the end of this first step (only for the Jeans category):

upsell-sheet-1

As you can see, the most expensive jeans are checked in the Luxury column, which will later be used for upselling, whereas the rest are not.

(In this example, I took out the “Upgrade” column because there aren’t any upgrades in clothing – there are only more luxurious versions of products. If I sold electronic hardware, such as computers, then I could add both the upgrade and the luxury column).

2. Tie Your Regular Products with Their Respective Upsells

Once you have all your products categorized and organized, you need to tie the “regular” products with their respective upsells.

In the example above, any of the “luxury” jeans could be used as upsells for any of the cheaper jeans.

But if I also sold shoes, t-shirts, trousers and shirts, then this whole process can get messy pretty fast.

In that case what I’d do is simply categorize by type of product, which is what I did in the picture above.

So I’d tie jeans with jeans, t-shirts with t-shirts, shoes with shoes, and so on.

And if I had, for instance, different type of shoes (such as sneakers, derbies, oxfords, boots, etc.), I’d categorize the products even more, so I’d upsell luxurious sneakers to regular ones, and so on.

In any case, the key to effective upselling is to sell a better, more expensive version of your regular products.

3. Talk to a Developer and Insert Upsell in Your Page

Finally, the last step is talking to a developer and asking him to add the upsell system in your site.

Here’s a simple tip in talking to a developer: make sure you talk to a developer you trust.

Here are several helpful tips on inserting the upsell system in your online store’s website:

  • Always try to make sure the upselling looks good with the rest of the site’s design. Talk with a designer if you have to.
  • Don’t hasten to put the upsell in your site, nor try to save money with the developer. Remember, this is a long-term investment.
  • To determine the possible effects that your upsell may have on your conversion rates, I’d recommend testing the upsell before adding it right away. You never know, maybe your upsells end up reducing your conversion rates. You can use Optimizely for this.
  • In order to know where to put the upsell, take a look at your analytics.
    • If you have very low conversion rates everywhere, then try to optimize that first.
    • However, if you have a low conversion rate on your checkout page, then put it only in your product pages (or in any other part where you don’t have low conversion rates).
    • If you have high conversion rates in one of your checkout steps, test putting it there.
      • If you see an increase in your average order value (among other important metrics such as revenue), and at the same time you don’t see a decrease in your conversion rates, keep it.
      • If not, keep testing until you find the right place for your upsells.

Upselling: The Automatic Way

Fortunately, if you’re a small ecommerce retailer who uses an ecommerce platform, such as BigCommerce, Magento or Shopify, there’s a simpler way of doing all this process.

And that’s by using plugins (or add-ons, in some cases).

The plugins vary a lot by platform to platform. Some platforms, like Shopify, offer much more plugins than others. From all the platforms, Shopify is probably the one that offer the biggest amount of plugins.

In any case, these are the plugins you can use to add upselling to your ecommerce store:

Shopify

  • Product Upsell: The Product Upsell app gives you the ability to offer an upsell product at the point of checkout based on the contents of the customers shopping cart.
  • Unlimited Upsell: Unlimited Upsell helps you upsell your customers when they click on the “Checkout” button on the page of shopping cart by showing them a simple and beautiful pop-up window which offers the last possibility to add to cart relevant products based on the contents of the their shopping cart.
  • Linkcious Related Products: Linkcious is a product recommendation engine that allows e-commerce stores to automatically recommend related products on their product pages much like Amazon’s product recommendation engine.
  • Receiptful: Receiptful is an API that supercharges your e-mail receipts and makes them a marketing opportunity by making them visually engaging and including tailored upsells that maximizes your customer lifetime value.

PrestaShop

  • UpSell Module: The UpSell module displays selected products in specific categories in the right/left column or in the product footer .
  • Motivation of sales – Upsell Module: This module gives you the chance to upsell your customers as they go through the checkout process.
  • Upsell Products Module: This module helps you Increase your sales by suggesting related products to customers on their cart page.
  • Ezako Module: The Ezako module recommends products specially chosen to please each of your customers individually.
  • J2T Module: This module allows you to increase your sales by promoting related products to customers as they place products in shopping cart.

Magento

  • Mass Product Linker: Adds mass actions for cross-selling, up-selling, and relating products in Magento’s manage product grid.
  • Featured Products 3: With the Magento Featured Products extension, you can easily highlight necessary products on your website. The module allows you to easily specify all block parameters and display the block at any place and on any page of your Magento store.
  • Mass Product Relater: Mass Product Relator creates up-sell, cross-sell or related products links between products while they are being assigned as up-sell, cross-sell or related products.
  • Customers who bought this also bought: This extension keeps record of all previously made purchases by the users and when a user purchases any product, it looks into the database and search if any other user has purchased other products along with the currently selected product. If yes, it suggests those products to the customer.
  • Customers Who Purchased: This extension displays products that were purchased by other customers together with the product being viewed.

WooCommerce

  • WooCommerce Recommendations: Once WooCommerce Recommendations plugin is installed and activated, you can show “similar product” recommendations on your product pages, cart recommendations on your cart pages before your customers check out, personalized user recommendations on your Shop and Product Category pages – or anywhere else in your store, using the flexible recommendation widget or shortcode.
  • Cart Add-ons: The Cart Up-Sells extension is a powerful tool for driving incremental and impulse purchases by customers once they are in the shopping cart. It extends the concept of up-sales and cross-sells at the product level, and engages your customer at the moment they are most likely to increase their spending.
  • Recommendation Engine: WooCommerce Recommendation Engine plugin automatically recommends products to users based on view history, purchase history and products that are frequently purchased together.

Many of the above plugins/add-ons are both for upselling and for cross-selling. (We’ll talk about cross-selling in a separate post).

Still, they’ll be useful. Both techniques help you increase your revenue with not much effort from you.

Extra Tips

Include your upsell tactic in your customer’s checkout page.

Have you ever done business with GoDaddy? They add their upsells once you start the checkout process. Do that.

upselling

upselling2

upselling3

upselling4

upselling3

It makes the upselling much easier, both for you and for the customer.

Also, don’t forget many people are impulsive buyers, so putting an upsell just when they’re about to pay you makes it more likely they’ll say yes.

However, as I said before, don’t forget to check your analytics. If you see a very low conversion rate (it depends on the industry), try to improve that first.

Once you get an acceptable conversion rate, or at least, once you know you’re not leaking customers, add your upsells in the checkout page.

(The “acceptable conversion rate” depends a lot on the industry you’re in, the country you sell the most to, the average price of your products, whether you’re a B2C or B2B, among other factors. However, if you sell products that average less than $100 dollars, you can expect to have a “normal” conversion rate of 2-3%, whereas if you sell bigger ticket products (over $100, or over $1000), you can expect to have a conversion rate of 1% or less.)

Minimize the options in your upsell.

According to a study done by scientists from the Columbia University and Stanford, too much choice is demotivating.

There may be a point at which as options multiply, the effort required to obtain enough information to be able to distinguish sensibly between alternatives outweighs the benefit of the extra choice to the consumer.

Too many options means too much effort to make a sensible decision: better to ignore the offer, or have somebody else pick for you.

A 2006 Bain study suggested that reducing complexity and narrowing choice can boost revenues by 5-40% and cut costs by 10-35%.

One good idea that you could use to deal with this problem is to give only two or three choices: one “good” option, one “better” option, and one that is the “best” option.

Dell does this amazingly well by offering two or more options in the computer’s upgrades.

dell

Also, as Dell shows us, highlighting the best option (which is usually the second-most expensive one) is a great way to “suggest” the upsell to your customers.

Remember that your upsell must be relevant to your visitor.

As such, the key features of the original item and the upgraded item should match.

Upselling from a $49 iPod Shuffle to a $2,499 iMac will not help you drive your sales. However, upselling from an iPod Shuffle to an iPod Nano will increase your sales.

Think about it: an iPod Shuffle has 2GB of space, it’s really small, and it has no screen. Sure, it’s lighter, simpler and easier to carry.

But if what you want is to listen to more songs, or if you want to look cooler, a $149 iPod Nano will serve you better.

It has 16GB of space (that’s 88% more space), it has a nice screen, and it’s still small and easy to carry.

So for just $100 more (i.e. the cost of a pair of sneakers, or the cost of a night out with your loved one), you can get much better music experience.

How much easier does that makes the upsell? A whole lotta more.

To lessen the friction of buying, make sure there’s a small difference in price between the item they’re viewing and the upsell you’re offering.

However, you always need to consider the price of the first item to know what small really means.

For instance, if you’re buying a $50,000 car, a $1,000 dollar alcantara leather upgrade isn’t that much, it’s just 2% of the total price.

That’s how car dealerships make a lot of extra money with upsells alone, because the extra money isn’t that much compared with the price of the car.

In the previous example, an extra $100 in a $49 product is a lot. It’s double the original price.

However, since Apple products are really expensive, most products cost over $500 dollars. In that context, $100 dollars isn’t that much.

If we were talking about a generic MP3, a $100 dollar upsell wouldn’t be a good idea.

In any case, think about the price difference if you want to make your upsells a no-brainer for your customers.

If you are offering an upgrade, emphasize the “extra benefits” that the client will get once they avail of your upsell.

If it’s more expensive, it should be better, right? Well, then, say why it is better. Explain to your customers exactly how this more expensive product can make their lives better.

If they’re buying a more luxurious version of a product, show them how the product feels better and how good it looks.

If it has better features, then explain how these features will make their lives easier, simpler and happier.

The idea is to help your users understand why they should choose the more expensive options.

Recommended Resources

If you want to learn more about upselling, take a look at the following resources:

  1. How to Boost eCommerce Sales With Upselling
  2. How to Create an Awesome Upsell Email
  3. How to Increase Revenue and Improve the Customer Experience with Upselling and Cross-Selling
  4. How to Upsell to Your Customers
  5. How to Use Upselling to Increase Customer Happiness, Retention and Revenue

Conclusion

After this long guide, I hope you understand the importance of upselling for your ecommerce store.

If you have never thought about using upselling as a way to improve your company’s revenue, then it’s time for you to start thinking and get doing.

Give it a try.

However, you need to remember that the key to upselling is to add value to your customer’s life.

Never think of upselling as just a selling tactic. Upselling is more than that – it’s about putting the customers first.

Remember, most people like the feeling of buying. However, no one likes the feeling of being sold to.

I’d like to know, have you ever used upselling in your ecommerce store? If so, what was your experience? Please share your experiences in the comments below.

About the Author: Ivan Kreimer is the Growth Marketer at Receiptful, an API that lets you send beautiful digital receipts that help increase an ecommerce store’s revenue with the usage of targeted, marketing messages and upsells.

We All Get To Our First 50 Customers Our Own Way. Then It’s All The Same.

Recently I was fortunate enough to moderate the founders panel at BoxDev ’15.   We had 5 great founder-CEOs on the panel, all post-Initial Traction (all 50+ employees), but with very diverse backgrounds and stories.

Everyone got to $1m in ARR a different way.  Some were first timers,  several were second timers.  I don’t think second timers do much better than first timers statistically.  Because being a second-timer doesn’t make inventing something novel, new and amazing from scratch any easier.  But second-timers do execute better and more quickly in the post-Initial Traction phase.  ‘Cause they know exactly what not to do and what, in many cases, to do to go from $1m to $10m ARR more quickly.

boxdev

So I asked them how they got their first 10, 20, 50 customers.   Because here’s where you see the most divergence, because we all hack this phase based on our own backgrounds.  If you know how to get on a plane and open doors — you do that.  If you are great at PR and getting your product known early — you do that.  What doesn’t tend to work is building an amazing product and just sitting in front of your monitor.

Here’s how each of them did it.  5 different stories to $1m ARR from 5 different SaaS companies that are on the path to success and are post-Initial Traction:

Screen Shot 2015-04-23 at 8.45.44 AM

Rick Morrison, CEO of Comprehend System, Faked-it-Until-He-Made-It.  Selling into Big Pharma — slow, traditional, very Enterprise — they tried to look as Big as Possible.  Until their First Big Customers showed up at the garage in Palo Alto they were launched out of.  :)

Screen Shot 2015-04-23 at 8.45.31 AM Ann Johnson, CEO of Interana, had an all-star and all-engineer founding team from Cal Tech.  With zero sales experience.  They found their investors and VCs were most helpful in getting the first customers.  Who knew? :)  This can work.  Just make sure you arm them well.  Give them a perfect 1 sentence and 1 paragraph intro that you know works and you are comfortable with.  Warm intros need to be an A+ to work.

Screen Shot 2015-04-23 at 8.46.47 AM

Nader Mikhail, CEO & Founder of Elementum, had strong domain expertise for his product (SaaS for supply chain automation) so he Hustled.  He reached out to his former employer, customers, colleagues.  Took every cold and warm intro and sold ahead of where the product was.  Because he “knew” how to solve a big problem, provide a true enterprise solution — even if the product wasn’t all there yet.  And he bridged that software gap with services.

Screen Shot 2015-04-23 at 8.45.35 AM

Sarah Nahm, CEO & Co-Founder of Lever had just hired her first 10 sales reps.  All in-bound.  Lever generated buzz from Ycombinator and PR, and built on that … and then hired 10 reps to just attack those leads.  Sort of what I did, with a bit of semi-successful Hustilng mixed in to get our first true enterprise / bigger deals

Screen Shot 2015-04-23 at 8.45.59 AMShan Sinha, CEO & Co-Founder of Highfive was a second-timer.  He did targeted outbound to get The First 100 Customers.  In fact — way before they had a sellable product.  Coming off a solid exit in his prior company, he was able to raise 24+ months of capital, and hired a head of marketing very early (an A+in my book) and  a director of sales before he even had a sellable product.  And he hit LinkedIn with a simple, one-line pitch:  “Want videoconferencing that’s 10x better at 1/10th the price?”  This doesn’t always work.  But if your connect rates are reasonably high (e.g., Guidespark from The SaaStr Annual) … it can really work well.

So 5 SaaS companies.  That are all basically going to scale the same way, now, post-Initial Traction the way all the others do at similar ACVs.  But they got to those first 10, 20, 50 customers … and that first $1m … in a way that matched their strengths.

 

Why You Need a Social Media Calendar and How to Create One

You’ve heard of social media calendars before, but do you know what they are and how to use one?

Chances are you don’t. And that’s okay… I didn’t either when I entered the realm of social media marketing. But once I learned about it and how to use it, it change how I marketed my businesses on the social web.

Here’s why you need a social media calendar and how you can create one:

Click on the image below to see a larger view:

Why You Need a Social Media Calendar and How to Create One

Click here to view an enlarged version of this infographic.

Conclusion

A social media calendar can help you consistently promote high quality content, cut down on the amount of time you waste, and organize and curate content.

If you aren’t using one, you should reconsider. It’s helped me almost double my Twitter engagement over the last six months.

So, what do you think? Are you going to use a social media calendar?

Embed This Image On Your Site (copy code below):

10 Marketing Channels to Grow Your Small Business (FS107)

In this conversation we present 10 growth channels to grow your small business, adding our honest commentary on each one.

We also walk you through a growth model we’ve adopted that’s helped how we brainstorm, plan for and execute our growth strategy for Fizzle. Enjoy!

It’s better to listen on the go!    Subscribe on iTunes 


10 Marketing Channels to Grow Your Small Business


Show Notes

Traction: A Startup Guide to Getting Customers by Gabriel Weinberg, Justin Mares

Andrea Ayers from Launch Grow Joy — Also, if you’re a Fizzler, her Founder’s Story interview is excellent!

Help a Reporter Out

How Fraser Cain Attracts 80,000 Search Visitors Per Day with Zero Link Building — Think Traffic

Fizzle Meetups!

10 Business Archetypes: How to Choose a Business Model That Makes Sense (and Money, FS091)

Using Storytelling to Engage and Persuade (Infographic)

We all seek out stories every day. We watch TV shows and movies, and we read books and newspapers to get stories. Even songs and advertisements tell stories.

There’s no escaping it. Stories are part of our lives. And, as marketers, we use stories to help make our ideas stick. We create stories to help prospects understand our products, use company stories to build trust and transparency with consumers, and include stories in sales pitches to help persuade.

The right story, told the right way, persuades and sells.

Today’s infographic shows how you can use stories to engage and persuade.

How to Engage and Persuade People Through Storytelling
Courtesy of: Quick Sprout

An Interview with Marketing Director, Jake Jorgovan

For the second of our Nusii Interviews I spoke with Marketing Director Jake Jorgovan. Jake is an extremely talented guy who over the years has worn many hats...Today he's an author, teacher, mentor, illustrator, designer and much more. So grab a coffee, sit back and listen to Jake's story.

Nathan: Possibly one of the best ways to describe today's guest is as a "creator". Jake is an author, a marketing director, illustrator, teacher, coach, podcaster, ex-digital nomad...and I'm sure I could keep going. He's just published his book, The Creative's Guide to Freelancing and he's kindly taken the time to talk to us today.

How you doing Jake?

Jake: I'm doing pretty good, thanks for having me on Nathan.

Nathan: You have to tell me, how do you say your surname?

Jake: Jake Jorgovan

Nathan: OK. So, tell us a little bit about yourself and give us the overview of what you do.

Jake: So my name's Jake Jorgovan and my overarching theme is that I help creatives realise their potential and grow their income. I do that through working with creative companies by acting as their marketing director. I hop in and take the role of a freelance marketing director. The role spawned from years of working in web design, years as a videographer, doing copywriting and so many skills that evolved into this marketing director role. In addition to my main consulting I also run a blog at jake-jorgovan.com and on that blog I publish weekly, put a newsletter out there and am also building up a handful of products that are being promoted through the blog.

I'm building up a lot of products and a consulting business as well.

Nathan: So this all came as a natural progression, all of these areas that you'd worked with over the years. Helping others to be more successful?

Jake: Ye, I came to the realisation that over the years everything I was doing fit into this role of coaching and writing and putting a message out there. Helping other people came from learning all these skills, and also coaching other people and helping them start their businesses. All of that together just kind of formed into this crazy business that I have going right now.

Nathan: A lot of times, when we look at those who are successful we see all these products focused around the person. We automatically presume that this is the way it was always meant to be for them. We think it was part of a bigger plan. Was this always the way you planned on going, were you building something around yourself or was it a natural progression? How did your products and services begin life?

Jake: I have been an entrepreneur since I was very young. I actually started my first legitimate business when I was 19. I had a business partner in that and we started up a video production agency. It was really successful and we grew to a team of about 8 people...

Nathan: By the age of 19?

Jake: Ye, we didn't grow to that size until I was about 21 or 22, but we built up the business while I was still in school. Basically I had this agency, with incredible clients and an incredible portfolio and then conflicts arose between business partners who wanted more geographical freedom. I had to leave the company, it sucked to start over. To build this whole and then exit it left me feeling, "What now?" At that point I started to realise that I never wanted to start from scratch again. I realised that the best way to do that was to start building a business around myself. Building a consulting practice, building products that you own. I Started to build a whole series of offerings, services and products that surrounded myself. But all this definitely didn't' start how it looks today. I sit here today in this marketing director role, but when I started I had no idea. I was learning skills and figuring out any way I could get people to pay me for those skills. I kept learning more and kept improving until I grew. I got better clients and changed what I offered and morphed over time. It was not a clean easy path to where I am today. But it's been a natural evolution I guess.

Nathan: That's what I wanted to hear. I don't know anybody who's been able to successfully plan that far ahead and bring all those things together into a beautiful, harmonious collection of skills.

Jake: It takes screwing up a lot of stuff...When I interviewed you on the podcast you mentioned you screwed up some of your first offerings as well...

Nathan: Oh ye!

Jake: You screw up some along the way and that makes you better when you figure out the ones down the line which do work.

Nathan: You've delved into so many areas, creating all these different products and services around yourself. Nusii recently published a post about whether freelancers should specialise and focus on one area or whether they should be more generalist in their approach. Looking at what you're doing and what you've done, do you consider yourself to be a generalist or a specialist in any one area? In fact, can all of the areas that you've worked in be pushed towards one direction and give you expertise in that new area? How do you look at yourself in that respect?

Jake: I look at niches as more of a process of elimination. I guess you could look at me and think in someways I'm some what of a generalist, that's why I've now stepped into this marketing director's role. I'm a copywriter, I've got video skills, web, marketing and all these different things...Marketing director is hence a generalist role but I guess I didn't start here. When I started my freelance career I was a web designer and I was just learning. I was pretty bad at the time. I was doing anything that anyone would pay me for. But eventually I was doing Squarespace and WordPress design and I realised, I hate WordPress, so I quit doing that...and I started working exclusively with Squarespace.

If there are any web designers out they'll probably laugh at me about the fact that I made my living for about a full year from SquareSpace design. But I did and it became my niche. So for a period of time, Squarespace web design was my niche. But then I kind of got bored and started doing copywriting and marketing and started adding adding all these other services. I wasn't just a web designer, I was a full consultant that was writing the copy and literally doing everything on the site and that kind of branched out into marketing director, but now within that I'm starting to niche into the types of clients that I like. Like I said I work with creative companies, so generally people who are doing artistic things that are somewhat different or that are working among a creative community. That's kind of what my niche has become in terms of the marketing director. I've gone from niching the exact offering that I had to niching the audience that I'm serving, even though now I guess I'm even a more generalist in my offerings.

I think it's really about eliminating the stuff you don't like, to find your niche.

Nathan: When you were working as a Squarespace designer, and I guess you were promoting yourself as such, did you notice any difference in the number of leads that came through? I'm guessing that you were talking about your niche on your website in your copy? Did you market yourself as a Squarespace designer or a web designer? Did you notice any difference in the kind of people that were approaching you, and even the quantity of leads that were coming through?

Jake: Ye, the niching down to Squarespace helped a lot. When I was starting out and still doing work on Odesk, I actually became one of the top two search results for "Squarespace". So I was getting a barrage of leads and granted they weren't all high quality but I was getting some good leads and eventually I became a Squarespace specialist. Sites like Shopify and other platforms that promote certified specialists led to so many leads...I even did some guest blogging. I would basically go to WordPress sites and I would write posts about Squarespace vs. WordPress. I would help people to decide and make the right decision. I would post on these WordPress sites where people were going to learn about WordPress, but maybe wasn't the right choice for them. I got some clients that way too. Definitely getting focused on Squarespace led to a lot more growth, the growth trajectory was pretty substantial once I cut the WordPress stuff and started getting clearer on exactly what I offered and whom I offered it to.

Nathan: I know a lot of designers who are new to the game and are scared about cutting out the clients that they think they don't want. They think that if I say "I'm a Squarespace designer" as opposed to a web designer then surely I'm gonna land fewer clients. It's a scary thing to push the button and delete web designer from our copy and change it to whatever your speciality might be. In my own experience and that of other people I've found that the benefits have far outweighed any downside to niching down.

Jake: Ye, I think it's good, but I think some people try to force it. I think this happens among the less experienced freelancers. They'll try to force their niche and assume what the market wants, but I do think going general at first is beneficial. You have to figure out where people are going to want to hire.

Nathan: Coming forward a few years you've got your products, your books, video courses...Didn't you actually do some video training for Squarespace as well?

Jake: Ye, I've done some online books, some online courses and as an alternative revenue source Squarespace hired me to create a course for them to put out there as a free lead generation and training platform. That was an unsuspected side product that came from that whole relationship. But I've published my own book Which is the Creative's Guide to Freelancing, I have a course on Skillshare which is called Go+do: Start a creative project that matters, which is all about side projects and there's a free ebook on my site which is The Focused Creator. I have quite a few and more coming in the future.

Nathan: You now have an array of products and services, do you think it affects the way clients perceive you now as opposed to back in the earlier days when you were focusing on services?

Jake: Ye, the whole marketing director role that I'm in now is the complete result in me starting a blog and then starting to sell products through that blog. Whenever I go and talk to these clients I say "I do marketing" then they look at my website, they see I have a large online following, they see that I'm regularly putting out content and that I'm writing. Basically I'm using myself as a means to learn marketing, I'm able to practice on my own products, on my own site, on my own blog. It creates secondary revenue streams but it makes sense that I position myself as a marketing director because I'm showing that in action every day through my site.

Nathan: I remember when I first starting blogging I used to think that nobody would ever read what I was writing and that it wouldn't interest people. I think a lot of people who are starting in this world feel the same way. But it doesn't take long to build momentum, I remember people coming to me when I was still taking on projects saying, "I found you through this blog post and I liked what you had to say about this..." I can speak to the benefits of blogging, people will check it out. It can definitely generate work for you. A blog is a great way to show the way you work and the way your think. Don't you agree?

Jake: Ye, I use my blog as a way to teach what I learn. So whether it's learning from reading books, from video courses or from mentors or from just talking with other people. Whenever you learn something and then you teach it to someone else, it ingrains it deeper in your own habits and your own practice. Once you can put a blog post up saying "This is how you do this, or this is how I'm more productive", then you can't be a hypocrite. You think, "I've put up a blog post about this, so I have to live what I'm trying to teach". I think it does go a long way to improve your own abilities as well.

Nathan: I've actually got a couple of questions from some of the folks in The Nusii Room, this is Nusii's private customer community and Mojca Marš wanted to know, "How do you manage to juggle so many plates?" How do you manage your time when you have all these different projects on the go?

Jake: My first ebook "The focused Creator" is actually about my productivity system. I get very detailed and focused into quarterly goals.  I try to only tackle one or two big jobs a quarter. I've got my client stuff, and then I have my book which was my big project this last quarter. My flow is the following, I wake up and I work on my own stuff for two hours, I work on writing, I work on new blog posts or editing part of my book or doing some action toward building my own personal brand. I basically always block out all my time in the morning. I don't take any client calls so I can really put my head down and focus on my own stuff. After those first two hours it becomes a hybrid mix of client work and my own stuff. That's kind of my general system, two hours every single morning adds up over time. It really does hit a point where if you do two hours every single morning, then within a few months you've got a book written or another month you've got a book edited. Tackling one project at a time, having that goal and that ship date that you aim toward. Making small, steady progress on it every day is what I've found gives me the ability to juggle so many different areas.

Nathan: Chipping away at that block, isn't it.

Jake: Ye, the client stuff demands that you have to continue to get paid but the harder part is to motivate yourself to keep going on your own projects that may or may not make money. Having that disciplined time every morning is what I've found keeps me focused and keeps me going towards building and shipping things.

Nathan: You're working more and more as a marketing director and you're working as a freelance marketing director, so I'm guessing that you're working with monthly retainers? My question is, and this came from Marcus in The Nusii Room; A lot of us struggle when we start freelancing to set up or negotiate any kind of retainer, which is obviously a fantastic way to guarantee recurring income. Are you working with retainers, do you have any experience with these?

Jake: Yes, everything I'm doing right now, and I have three clients, are all on marketing retainers. Those three clients are hitting my income goals. That was created out of the frustration of doing project based work for years. Even recently I hit a down month after years of doing this and doing a good job of marketing myself, but you still hit those famine months. It happened to me as I was moving back to the States, so I had all these moving expenses and I hardly had any time to do much. In the midst of this I had a "down" month. So I decided I wanted to change my model and basically focus on only offering retainers. So I started seeking out clients that had a lot of potential, that already had income. All the companies that I work with are small teams of two to five people, and basically the CEO is still doing all the marketing. Those were my ideal candidates because they're growing, they're doing well, they've got a service, they're making money, but they do all the marketing themselves. So having that target and hopping in...Normally retainers are hard, they're hard to offer to companies that are just getting started like startups that don't have that much money. However businesses that are rapidly growing are easier to offer a low retainer to get started. I offered a lower price point for that first month, but within that first month I dove in a did so much, I poured as much as I could into it and tried to provide a really good ROI. For example, with my first client I went in and sold a $1,500 month retainer which isn't very much, but within that first month I was able to generate $10,000 worth of revenue for them. When you can actually frame the value that you're creating in dollars, it makes retainers really easy and you can grow those retainers over time. I sold the retainers at a lower price point, but as soon as I started showing them new revenue as a result of my work, I started to raise them.

Nathan: How do you frame those retainers? Do you promise results, or are you promising hours per day sat behind a desk? How are you making the sale of the deliverables?

Jake: I'm still figuring that out. It's been a case by case thing. For the first client I technically sold them on content marketing and blog writing. That was my sale. But after that I hopped in and started doing everything. So I sold them on a specific number of blog posts that I would write and publish on their website. But that agreement is completely irrelevant now because we've realised that my time is not best spent just doing content marketing for them as they have other issues where I can provide more ROI. The second client I literally just approached them with "Hey, this is my retainer, I don't necessarily do clear deliverables but I'm gonna jump in and provide a lot of value. You can cancel at any point". So we did a two week billing, that way they didn't have to commit to too long. Originally I'd tried for monthly but they said it was a big commitment as they didn't know what they were going to get, so I did two week billings on a retainer. I told them to think of it as hiring an employee for the company to handle marketing, and that's what I'm gonna come in and do. I said, "The more I see of what you're doing the more I'll be able to see how to make you more money. If I don't, you can fire me at any point but I think you're going to be really happy." And that worked for them. That's how the first two client retainer sales have gone down.

Nathan: Do you think with the ever-growing movement of productized consulting that at some point you could say; This is what it's going to cost you a month and almost be able to spell out the deliverables? Do you think this could work for a marketing director?

Jake: For me I don't think productized consulting makes much sense. Right now I have these three clients and I'm not looking for any more, basically my only change right now is that I'm looking for more clients that are aligned with my personal brand...That would be the only case where I'd take on more clients, when they fit in with the writing, marketing, speaking and everything I already do. For me, productized consulting isn't really what I'm trying to do as I'm not trying to scale it, instead what I'm trying to do is come in there and do a custom deal, but then provide a lot of return on value and increase my retainer over time because I'm making them so much more money. It's not as much a productized thing as it is an intimate relationship. I'm becoming part of these companies' teams. Very high touch.

Nathan: A lot of people who are new to the game are keen to start moving into other areas, like a free app, ebook or a course of something similar. What advice would you give to someone who's looking to take those first steps?

Jake: The first step, before anyone starts trying to put out apps or products or anything like that is to build an audience. I think that's pretty key. I think when you try and launch an ebook or something without any kind of following, then I think that's a challenge. So if you're doing any sort of informational thing like writing, I think you need to build up a following first. Blogging is step one and then getting on a consistent blogging schedule is definitely the first phase of that. I just put up a post on How Design about side projects and it's kind of what I did this entire video course on. Starting a side project and finishing it is a huge accomplishment for anyone. Even if it's a free product, like a free ebook or something. Starting something and finishing it when you're not getting paid for it, is a serious test of discipline that I failed at a lot. Before I got my first ebook out there I actually failed at starting so many projects and never finishing them. I think this is a common thing among creative professionals. Start something, whether it's a blog or an app, or a product of some kind, set a timeline and finish it no matter what. Seth Godin talks about this all the time, You have to ship it. Start on it, figure out your idea, set a ship date whether that's three of four months down the line, I set the launch date for my book nine months in advance. Even up to the launch day I was still hustling to get stuff done. Having that launch day and thinking no matter what, I'm going to ship it on this day will help you to do this consistently. Over time your products will get better and better, you'll make more money. I'm not making millions from mine yet but they're starting to provide a pretty good second income.

Nathan: There's nothing quite like releasing your first product. It's a special moment.

Jake: I used to hear people say that when you wake up and you see an email saying, "Oh, someone paid me money last night while I was sleeping". When that happens it's pretty cool.

Nathan: What does the future hold for you Jake?

Jake: Currently I'm in a phase of I'm not making anything new and I'm just gonna promote for a while. So I'm doing a lot of promotion, a lot of guest posting and a lot more writing. My next product that I'm thinking of, although I just said I'm not making anything new...I'm thinking of doing "The art of selling creativity". I've spent a bunch of time researching into sales practices, creative practices and the world of fine art where creativity is sold for so much because of the perceived value. There's a lot or crossover between the art world and the creative professional world. I think my next book is going to try to pull lessons from those two worlds, for people who are wanting to learn how to sell their creative work better for a higher dollar value. Sales is a big struggle for a lot of people. Thats the future for me.

Nathan: Once you write that first book I think it must be hard not to write a second or third. You only have to see people who are doing well and they have one book after another.

Jake: Ye, it's addictive but also exhausting.

Nathan: Yep!

Jake: It's a pain staking process but it's enjoyable. When you do hear of people who read the book and their lives have been changed because of it, or people that read your blog and literally quit their jobs or start their new careers or something because of the stuff you're putting out. It's a cool thing and it's really rewarding to put that kind of content out.

Nathan: Where can folks head to find out more about you Jake?

Jake: They can head over to my website which is jake-jorgovan.com and right there you can pretty much see links to all my products and the books and courses. I have a blog where I put out a weekly newsletter. I have a podcast on there as well which you are a guest on.

Nathan: Thank you so much Jake. Have a great day!

Jake: Thanks Nathan!

 

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La entrada An Interview with Marketing Director, Jake Jorgovan aparece primero en Nusii: Proposal software for creative professionals..

There’s More to Life than Analytics – Why Ignorance of Conceptual Models is Costing You Money

I’m a copywriter on a quest for the most conversions.

I sit surrounded by data that my agency uses to raise landing pages high on the search results page. Titanic resources ensure these pages are well optimized with tight-coding, clean links and sheaves of search insight that explain what’s been done and what’s on deck.

It works – our cauldron smolders with all the right compounds for SEO that raises traffic and converts.

But I see one oversight…

…Analytics don’t close a sale.

Since time immemorial sales have hinged on empathy – knowing what your prospects care about – so you can offer them true benefits and remove real doubts about your product.

Sales still remain the goal of search marketing for business.

That’s why online direct response spend outpaced branding dollars by 59.1 percent in 2014 and digital advertising, in total, eclipsed $50 billion dollars according to AdAge.

You’d think we’d try to get our money’s worth.

Over-reliance on the backend of SEO hurts your sales…because selling happens on the front end, in the space between a screen and your prospect’s mind. Keywords and images alone don’t enter a soul’s world to motivate, inspire and cajole that person to do something hard like dial a number, click a link or share.

Only the right words make people do hard things.

Tracking the elusive long-tailed key phrase tells you what people are searching for but it can’t tell you why. If you don’t know why someone buys, how are you going to write words on a landing page that sell?

But if you do know why:

  • You can devise new lists of prospects and enter more markets.
  • Maximize the use of your key terms.
  • Craft copy that will convert better
  • And increase profit.

How do you discover more about why people buy?

Conceptual Models.

These are mental treasure maps that show you where to dig into your products and your prospects. They guide your thoughts. Conceptual models are old fashioned analytics, an aid to creative expression that give you more data about your product, who’s interested in it and why.

The information that you learn from conceptual models helps you craft prospect minded copy that sells…

…And that’s the goal of SEO.

The following techniques are taken from the Copy Workshop Workbook, by Creative Director Bruce Bendinger.

The FCB Grid

Our first treasure map is called the FCB grid, which was named for the agency Foote, Cone and Belding. Also called the Vaughn Grid, it helps us to define how intensely people think and feel about products.

the-fcb-grid

There are four options:

  • Low to High Involvement – the Y axis
  • Thinking to Feeling – the X axis

Insurance is a high involvement, thinking purchase in Quadrant 1, the upper left.

A luxury cruise is a high involvement, feeling purchase in Quadrant 2, the upper right.

Detergent is a low involvement, thinking purchase in Quadrant 3, the bottom left.

Twinkies are a low involvement, feeling purchase in Quadrant 4, the bottom right.

Once you know where your product sits on the grid, give it a dot.

High involvement purchases usually require more copy to elicit a sale, but they could be rational or emotional buys. If your product is high involvement now you’ll know if your copy should slant emotionally or rationally.

But in fact either side of your brain may work, as we’ll see from the next step, which is called “exploding the dot.” This means to think about your product from the point of view of all four quadrants at once.

Say the product is a Tesla.

Use the grid to devise new pitches for the electric car – each one targets a different buyer by emphasizing one quadrant over another. You can even write these pitches like long tail key phrases, making them the subject of new landing pages:

  • To a corporate client: “Get Business Leasing From Tesla.” (High involvement, high think.)
  • To a bachelor: “What Owning a Tesla Tells Her About You.” (High involvement, high feel.)
  • To a household: “Tesla’s Roomy Interior Fits a Month of Groceries.” (Low involvement, low feel.)
  • To a parent: “Put Your Kids AND In-Laws Behind You with Tesla’s 7-Seater.” (Low involvement, high feel)

So the FCB grid can work in two ways:

Product to Prospect: It becomes your own key phrase designer, helping you deduce from your product the thoughts and feelings of people who buy it and how to approach them.

Prospect to Product: The grid also lets you induce how thoughts and feelings influence what people buy. High, rational thought can apply to an emotional product, and high emotion can apply to a highly rational product.

With that information you can uncover the facets of an assigned key phrase and fill a page with innovative benefits. You can explode the dot and find the emotional story behind the mortgage, and the quadrant three, rational and low intensity story behind the Tesla….“Make Financing the $105,000 P85D Easy as Buying Dishwasher Soap.”

These tricks snag new consumers you’d never consider without using the FCB grid prior to writing.

The Learn-Feel-Do-Circle

Learn_Feel_Do_Circle

Once you’ve defined how to market your product and to whom, you’ll have to write something to get them moving. The grid just gave you a guiding concept. Your job is to lead someone from that concept to a sale.

This next conceptual model helps you do that.

It’s the Learn-Feel-Do-Circle, which broadly defines the three ways a customer experiences a product and lets you decide the order that will happen.

Your prospect can only do one of three things:

  1. learn about your product
  2. feel something about it
  3. or do something with it.

It’s up to you which one they do first, second and third. That’s why the model is a circle – there’s no single way around – giving you six orders of persuasive technique:

  • learn feel do
  • learn do feel
  • feel do learn
  • feel learn do
  • do feel learn
  • do learn feel

Something Bruce loves about this technique is being able to keep your strategy even as you travel around the circle. This requires marketers and copywriters not to get lost in ruts, which are holes of learning, feeling or doing.

Writers spend the most time educating people about products and services, which means we’re stuck using Learn.

We can’t forget Feel and Do.

  • A real estate site grants your desire to see home prices (Do), then it tells you how to choose a broker (Learn).
  • A plumbing company opens with a compelling video (Feel), then it follows with the left brain copy (Learn) to a contact button (Do).

Think of the “Oh Chuck, I Blew My Cash” campaign for Charles Schwab, masterminded by Mekanism in San Francisco.

The goal was to make Schwab more human. The strategy was to show Chuck Schwab kindly life-coaching foolish spenders (Feel) which led to a contest (Do) and poised Schwab as the company for easy financial information (Learn) even for non-Rockefellers.

If your campaign is based in Learn, you can switch to Feel while you keep the same strategy. When you combine this with the information you’ve gained with the FCB Grid, you have a powerful tool…

…Say you’re dealing with the highly involved emotion of buying a Tesla. You’ve chosen to reach deep into the guts of your prospect…but how are you going to do that?

You’ve got three options. Tesla’s homepage uses just two.

tesla-homepage-screenshot

It hits you with a picture of a blue Tesla driving alone on a forested highway. That’s Feel. Then immodestly, without a word of Learn, Tesla invokes Do by nearly forcing you to click “Order” or “Test Drive” to get any information.

That was smart.

This is a highly involved purchase that demands information (good copywriting) to create the sale. But Tesla uses emotion to create a thirst for information it doesn’t slake until you’ve already clicked the order button.

They draw you into the site to find the Learn experience.

Now imagine if they’d gone to Learn and put free information on the homepage with the CTA last. The copy would need to be compelling enough to make people click for the Feel experience.

That’s possible. It’s just harder to do. Learn is what typically converts, not a fancy video, however Learn converts best when it’s not your only weapon.

You’ll get the best response when you use the entire Learn-Feel-Do-Circle. Break the circle and look what happens:

  • Either you write too much information without emotion
  • Puff up emotion without information
  • Create enough information and emotion without a single call to action
  • Or make a senseless call to action that’s missing information, emotion or both.

Use the Learn-Feel-Do-Circle in any order.

But if you want conversions know that you’ll only get every job done once you’ve logically used all three parts.

Laddering

Now that you’ve discovered the perception of your product in the minds of customers and how you’ll guide visitors through your webpage, you’ve got to figure out what information to give them.

So we’re going to break your product into categories:

  • Description (Product Attribute)
  • Product Feature
  • Product Benefit
  • Customer Benefit
  • Consumer Value

It’s a ladder – climbing from the qualities and benefits of your product up to the qualities and benefits your product gives the customer.

  • Description: Tesla’s model S has a 85kWh battery.
  • Product Feature: It can travel 300 highway miles on one charge.
  • Product Benefit: It takes less charging than other electric cars.
  • Consumer Benefit: You’ll save on gas and be able to drive farther.
  • Consumer Value: You’re better for saving time, money and using less gasoline.

There’s a difference between each rung of the ladder:

The lower you are the more you’re talking about the product, and the less you’re talking about the customer. The higher the rung the more you’re talking about the customer, and the less you’re talking about the product.

You’ll have to decide where to focus.

To use the ladder well, take the features of your product up the rungs and choose which rung (or rungs) carry the most impact. There’s no right answer.

Bruce Bendinger recommends that we ask: “How does the benefit within the product manifest itself within the consumer? And what aspect of the sequence is “ownable?”

Here’s my take:

“…If the 85kWh battery (Product Attribute) saves you 300 miles in gasoline (Product Benefit) – that’s $40 dollars you’ve pocketed (Consumer Benefit) and 12 gallons of fuel you’ve stopped from combusting into smog (Consumer Value).”

You’re a smart hero…because Tesla can own: “Green Machine.”

You could devise a page about any of the rungs – but one (or more than one) may differentiate the brand better or elevate the consumer higher…

Choosing the rung is up to you.

Your Map to Buried Treasure

Now you’ve seen three conceptual models that move the power of crafting copy, videos and media strategy from digital tools – into your head.

Because SEO is about more than data.

It’s about sales, conversions and getting people to have the experience you want, which only happens fully when you really understand people.

And Google doesn’t do that for you…

…yet.

About the Author: Joshua Bains is a Content Marketing Specialist at Eclipse Web Media in Atlanta, Georgia. With an MA in Journalism from the University of Hong Kong, he produced video news features for the English desk at InfoliveTV in Jerusalem, and writes for Ami Magazine. He speaks about better content writing and video on the Small Business Samaritans show with Phillip Saxton, part of the Wall Street Business Network.​

Follow SaaStr-on-Flipboard for “SaaStr Plus”

We’re experimenting now with how to add more content, authors and voices into SaaStr … while still keeping it consistent with the core mission of helping you get from $0 to $100m ARR with Less Stress and More Success.  More to come.

An interim thing we’ve doing is SaaStr-on-Flipboard.  Since I read stuff exclusively on Flipboard when I’m one my iPads myself … it’s a relatively easy way to integrate another 50% of interesting SaaS founder content into the core SaaStr stream.  And also to integrate some of SaaStr-on-Quora.

It’s an experiment but we’ll keep it going.  If you’re on an iPad, iPhone, Android, or what not — follow SaaStr-on-Flipboard here: https://flipboard.com/@esignature/saastr-s159bteny

The new browser / web version is kind of cool, too.

And just ignore this if you don’t know what Flipboard is, or don’t care.

 

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Learn SaaS Metrics in Bite-Sized Pieces (Free Course)

Would you like to get some tips, tricks and inspiration on how to use SaaS metrics in practice?

I’ve compiled a set of tiny tips on metrics and finances into an email course.

Join the Bite-Sized Metrics course here

The course assumes you already know the basics. If you need a quick recap of the metrics and abbreviations, you can get that from the SaaS Metrics Glossary.

The post Learn SaaS Metrics in Bite-Sized Pieces (Free Course) appeared first on Happy Bootstrapper.

How to be Deliberate and Reach Your 5-Year Goal

Kate Matsudaira, founder of PopForms, Spark Notebook, and keynote speaker at this year’s Future Insights Conference, talks with us about taking ownership over your future. She talks about working backwards from where you want to be in 5 years (career, family, etc.) and doing the small things every day that will actually get you there.

Show Notes:

  • Kate Matsudaira
  • PopForms
  • Spark Notebook
  • Future Insights Conference
  • Kate's Blog
  • Turn The Ship Around
  • Greatness (Video)
  • Intro Song by Alex Koch of Digital Dust Studios
  • Outro Song Daughter - Youth (Izzard Remix)