People you want to be your users or your customers are doing everything they can to block your annoying ads. (I hope you’re not relying solely on ads?)
Even if by some miracle they happen to land on your website, they really don’t care about your business or your product.
We need to earn the trust over time of our potential users and customers. The most effective and ethical way to do that is via email. (How long has Seth Godin been preaching Permission Marketing?)
Encouraging people to subscribe to your valuable and / or entertaining content should be the aim. The onus is then on you to follow-up in a way that’s beneficial to them and to you.
So, when your subscriber’s email client (Apple Mail, Gmail, Outlook etc) makes it easy for your hard-won subscribers to unsubscribe, you might think that’s a bad thing.
Consider the opposite…
You can’t please everyone, and trying will simply drive everyone away.
If people want to leave then make it as easy as possible for them. You only want people on your list who want to be there.
For this reason, I suggest only spammers need be worried by Apple’s new ‘easy unsubscribe’ feature in IOS 10.
Millennial Credit Card Junkies
Chase issues more credit cards in the US than anyone else. They were amazed when 8-10x the expected number of millennials snapped-up their top-end $450pa fee credit card. Question is why? It seems to have to do with: 1) 100,000 bonus points on joining, 2) triple points on travel and dining, 3) The “plunk factor” – it’s so heavy it thunks on tables and kiosks, 4) The sense of belonging to an exclusive club.
Monetisation Comes from Engagement
Nir Eyel knows what makes people develop habits. He talks about how we can get people who, at best, only buy from you infrequently, to not forget about you. It turns out you have two options: 1) Engage them with content, 2) Engage with community. Either way, it’s about keeping them interested in something that’s related to what you sell, so when they’re ready they’ll think of you. Boom.
Never Too Early For Company Culture
David Hauser “recently sold his company, Grasshopper, for $165 million — but they almost didn’t make it to the acquisition. Here he talks about how one really big mistake almost sunk his company long before they were ready to sell.”
Should You Take a Small Check from a Big VC?
Christoph Janz @ Point Nine Capital explains why it can be a big mistake to take a small pre-Series A cheque from a big and respected VC. You have been warned!
Demo Days Don’t Work
Venture Capital Is A Drug
Eric Paley is a managing partner at Founder Collective. He makes some excellent points as to why venture capital is a very bad idea for most businesses. He explains the problem and the few cases when taking venture capital does make sense. Required reading for fellow founders.
Elon Musk: How to Build the Future
Fascinating video interview of Elon talking about: 1) The three most important things to work on right now: a) AI, b) Genetics, c) High bandwidth interface between the brain and computers, 2) How to decide what to work on.
The Future of Bots
Here are 7 predictions (I know!) from early-stage investors in the future direction of bots: 1) Simple ‘get the job done’ apps – less machine-learning, 2) Helping people to become more ‘wise’ – more machine-learning, 3) People will use them as a proxy for someone to talk to, 4) Some bots will ‘famous’, 5) There will be a long tail of crappy bots – surely not? 6) People sometimes will prefer to talk to bots than to humans, 7) Bots are a big deal. Time will tell whether any of these will come true or whether this is just herd mentality before moving onto the next shiny new object.
Who Is Being Disrupted?
Interesting post at Harvard Business Review on what exactly online platforms are disrupting. The authors propose that it’s not so much the end players (taxi drivers, rental homes) that are being disrupted. Rather it’s the traditional intermediaries (taxi companies, rental agents) that are being usurped.
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