Jeff Sexton Writes

Braving the demons of the deep in search of great copy

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"Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action... if you know these things about a man you can touch him at the core of his being."

~William Bernbach

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Who would have thunk it?

At a time when most SEO Con­fer­ences have been run­ning for more than a decade, we’re just now hav­ing our very first Con­ver­sion Con­fer­ence next week.

Which isn’t to say I’m not excited to be speak­ing at Con­ver­sion Con­fer­ence West — I’m thrilled! - but that the inau­gural nature of the con­fer­ence indi­cates both what had been the pre­vail­ing indus­try inat­ten­tion to con­ver­sion rate opti­miza­tion and how dra­mat­i­cally things have changed in the last two years:

• Com­pe­ti­tion has increased for atten­tion, busi­ness dol­lars, and every­thing else,
• The eco­nomic cli­mate has changed dramatically,
• Paid traf­fic has become increas­ingly more expensive,
• Social Media has dra­mat­i­cally altered how peo­ple spend their time online
• Online test­ing plat­forms have become ubiq­ui­tous and their use de rigueur for any seri­ous Web­site / web marketer

In response we’re witnessing:

• New­found pop­u­lar inter­est in Con­ver­sion Rate Optimization
• Greater attempts to engage early stage buy­ers, and along with that…
• The emer­gence of Con­tent Mar­ket­ing / Con­tent Strat­egy as a buzzword-worthy mar­ket­ing topic
• Increased inter­est in persona-based mar­ket­ing techniques
• Increased employ­ment of intel­li­gent cus­tomer reten­tion strate­gies as a way to deal with higher cus­tomer acqui­si­tion costs and to boost over­all con­ver­sion rates

If I wanted to be smug, I’d say that these were all things that Bryan and Jef­frey Eisen­berg were stress­ing as far back as 1999 and early, post-dot bomb 2000’s.  But that’s beside the point.  The point is that if YOU’RE not doing these things — or at least busily get­ting smart on these top­ics — doing so is now a mat­ter of survival.

Why not jump-start your efforts by attend­ing Con­ver­sion West in San Jose, May 4th and 5th?

You can even get a late-bird dis­count by using Promo Code CCW565

I hope to see you there.

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