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