E-mail:
jsem@patrikpilous.cz
How to build a marketing strategy, with a step-by-step process and an example
A marketing strategy is a decision about who you will sell to, what you will sell and how, so that the company meets its business goal. The plan, campaigns and posts are simply what follows from it. In my experience, a good strategy fits on a single page. If you can’t...
USP, or unique selling proposition, and how to find yours
A USP (Unique Selling Proposition) is a unique selling argument. It is one specific thing that only you offer, or that only you can clearly state and prove, and that makes a customer choose you rather than the competition. Both count as a USP, but the second one lasts for a...
Cognitive biases in marketing and everyday life, with examples, books and research
A cognitive bias is a systematic or systemic natural error in human thinking that occurs when people process and interpret information around them in a way that illogically affects their decisions. Cognitive biases shape the human mind in fascinating ways and often lead us to...
Customer journey, or a slightly different view of your business
Clients think everyone has long known how people buy from them. In most cases, though, it is just a mix of feelings and unquantified experience.
The customer journey is a description of everything that happens between a customer and your brand, from the moment they first...
The best advertising slogans that stuck in people’s memory
There aren’t many things I remember well. The exceptions are numbers, years, stories, football line-ups and advertising slogans. Long before I started working in marketing, I already had hundreds of slogans stored away. Not on a hard drive but in my head. For example,...
SEO pricing. How much it really costs and what you pay for
I have heard the question “how much does SEO cost?” many times, and it really is a tricky one. We dealt with it years ago at the agency, and I have dealt with it as a freelancer too. It is important to remember that SEO should not be seen as a cost. It is an...
In-group bias
We favour ‘our’ group and are sceptical of ‘others’. Tajfel’s experiments, Harley-Davidson and Apple, and how to build a community around a brand.
Jakob’s Law
Users expect your website to work like the ones they already know. Jakob Nielsen, conventions in UX design and why originality does not pay off in usability.
Public relations (PR), what it is and how it relates to marketing
Public relations (PR), known in Czech rather impersonally as vztahy s veřejností, plays a key role in shaping how the general public perceives companies and individuals. As a field, PR is essentially the strategic management of how information about an...
My 2024
So here it is again, the time for taking stock. It is great that today I can read my report from last year and see that I have come some way since then.
This year also showed me how important it is to make changes. Changes are the best possible impulse for growth and...
Erik the Red and his persuasion strategy
Lately I’ve changed course, moving away from self-development, marketing and investment books towards something a little different. And I have to say I haven’t enjoyed reading this much in years. Right now I’m really into books about human development,...
How brand associations form and why they matter so much in marketing
What is behind the success of the biggest brands? Is it a great product? Not only that. The biggest and best brands strengthen their connection with their audience using established marketing techniques. Today, we will look at marketing and purchase decisions from a slightly...
Priming and how it disrupts the psychology of thinking
Priming, also known as the priming effect, is a cognitive bias. It occurs when a person’s exposure to one stimulus influences their response to a subsequent stimulus, without them being aware of the connection. These stimuli are often linked to words or images that...
Title tag (meta title)
The title tag (meta title) is the page headline in search results. How to write it in under 60 characters so it attracts clicks and helps your rankings.
Processing fluency
What is easy to read feels truer and more likeable. The share pronounceability experiment, rhyming claims and why simplicity in content sells.
Fitts’s law
A large, nearby target is easier to hit. Paul Fitts, buttons, thumb reach on mobile, and how the size and placement of a CTA determine conversions.
What is branding and what are its benefits?
The growth of your business, or of any project, depends to a large extent on a successful brand-building strategy. Of course, the vast majority of people do not realise this (perhaps not even you), because a brand is something intangible and taken for granted. Perhaps even...
What is a landing page and its 3 meanings
A landing page is a standalone page on a website with a unique URL. Potential customers can reach it by clicking through from an email, a paid ad, a banner, organic search, a social network or another digital channel, or by visiting it directly. The most common goal of a...
Thailand and Bali, tips, work and experiences
Thailand has become a magnet for digital nomads from all over the world and for many people in my circle. I kept hearing the same names over and over: Thailand, Vietnam, Bali. So I went to try it myself. I wanted to find out whether I would like to live and work in this...
How to use customer lifetime value (CLV) in marketing
Many experts say that one of the most important metrics a marketing manager or e-commerce owner should pay close attention to is customer lifetime value, or CLV. This metric simply tells you what you can expect from an average customer over the course of your business and...
How does the IKEA effect work and how can you use it?
The IKEA effect is named after the popular Swedish furniture giant and describes a fairly simple phenomenon classed as one of the cognitive biases. Put simply, cognitive biases are repeated, systematic errors in thinking, reasoning, decision-making and comparison. If this...
