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Customer First Objectives

Session #5
Customer-First Objectives: Discover a 3-part formula for focusing your webpage message

In Session #5, Flint McGlaughlin teaches the most effective way to determine and structure the objective of our webpages.

Here are some of the most important insights from this class:

  • Too often, our campaigns and their messaging are dominated by a social dynamic rather than a science dynamic. Our collateral suffers a “designed by committee” process and thus speaks with the disjointed voice of compromise.
  • 70% of our signal set (web pages) should be focused on a single objective.
  • The customer’s desires are more vital than the company’s categories. 
  • Don’t ask before you have communicated enough perceived value.
  • The customer forms two conclusion sets: about you and about the offer.

To get immediate help with your marketing challenges, just contact Flint and his team:

Get the Offer Sequencing Infographic

Marketing, Communications, and Pricing Leadership: Business must have a relentless focus on ROI, which includes marketing (Podcast Episode #35) – Discussion with JD Dillon, Chief Marketing Officer, Tigo Energy

Healthcare IT Marketing: Branding a new service line within Stericycle, getting ONC certification, finding your joy, & more (Podcast Episode #24) – Discussion with Sarah Bennight, Director of Marketing, Stericycle

The De-Branding Campaign: When customers make fun of your new product launch (Podcast Episode #2) – Discussion with Natalie Marcotullio, Head of Growth and Operations, Navattic

Related Resources

The Marketer as Philosopher – Reflection #8

The marketer does not drive traffic, the marketer attracts people. As early as 1923, Claude Hopkins, a pioneer in advertising, perceived this point, “People can be coaxed, but not driven.” The distinction is important. Driving traffic is an impersonal activity devoid of…Learn more about the book

Course Retention Exercise

This quiz is carefully designed based on the latest learning technology in order to help you improve retention of the key principles.

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