Definition of Hip? Definition of Soft? Definition of Logic? so whats the value prop of HipSoftLogic? hipsoftlogic.com - company website that has an informative home page, about (me) the company and how we provide what we do a contact page and a blog (SoftLogic 0 what is soft logic (sort of like fuzzy logic but easiy to understand) Useful answer: I know a few things about a few things, but it turns out I have a bit more skill with using engineers to improve marketing than most people have. That’s probably 90%+ of what I do in my consulting business. Specific examples: - We don’t A/B test. Help us start. (OK, I can do that.) - We do A/B test but we’ve stalled on improvements we can make, since we were only testing button design. Can you suggest new improvements? (I might redesign the purchasing flow for the software or just do copywriting. You’d be astonished how much headlines can do.) - We spend $$$$$ on advertising but have no clue what is working. Can you tell us what is working? (I might Implement systems and processes to track things from e.g. AdWords ads all the way to conversions, even if they’re done by someone in a purchasing department, then identify sources of traffic which provide motivational results and scale up spend there.) - People can’t find us on the Googles! (I might do an SEO audit, design and/or prototype a scalable content generation system and tell them how to use it, show the customer how to get more backlinks via e.g. using widgets or publishing things that link-rich audiences will respond well to, etc etc) - Only 1% of the people who sign up for our free plan convert into paying users. Help? (There are a variety of options here: we might redesign the purchasing pathway, rejigger the packaging of the product — i.e. what is available at what prices, do away with the free plan entirely, improve customer retention efforts with email marketing and/or redesign of the first run experience of the software, etc) - You seem to know a lot about this marketing stuff. We have a product aimed at improving people’s ability to market X. Can you help design / PM that? (Yes.) - Our engineering team doesn’t know about SEO / A/B testing / metrics / etc. We tried talking to them but they complain that we’re PHBs who don’t understand that they have features to ship today. Can you talk to them for us? (I am bilingual in engineer, and experienced in helping engineering organizations see the value they can help create by redirecting some of their efforts from features-like-they-do-right-now to features-that-will-improve-our-sales-with-numbers-to-back-it-up.) - We have alot of collateral but it’s all for offline use, can you help us repackage it for the internet? - We have a lot of content but it is hard to find, can you help us organize it so customers can find what they want?
3/17/2012 ~ 3 min read
