The first aspect of tone of voice, ethos
Defining your tone of voice – Part 2 – Value Proposition
The value proposition and why it’s so important
Defining your tone of voice – Part 3 – emotional selling proposition
The emotional selling proposition
The buying journey is still linear
The old AIDA
Why the transactional sales funnel no longer works
We love the sales funnel. But is it still relevant?
The digital sales funnel
The traditional sales funnel doesn’t work. So, what replaces it.
The fundamental change from old to new marketing
The importance of audiences
Market differentiation (there’s no such thing as a USP)
In the world of digital selling it’s very important to differentiate
Measuring the digital sales funnel – overview
The importance of measurement online
Measuring the digital sales funnel – Part 1 – the top
Measuring the top of the digital sales funnel
