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This is the blog of Adam Kalsey. Unusual depth and complexity. Rich, full body with a hint of nutty earthiness.

Marketing

What's in it for me?

If you want marketing, contact, or demographic information from people, give them a reason to give it. As Seth Godin found, people have become wary of hading over their information. They’re sick of being spammed, telemarketed, and junk mailed. Your customers know that when you ask for their mailing address, they’ll probably start getting catalogs from you.

Those catalogs are there for you, not for them. They don’t get any real value from the unwanted catalog, but you get a potential sale. If you want your customers to provide their email address, their marital status, or anything else, give them an incentive.

Are you running a marketing drive to find out the income level of your average shopper? At the end of your checkout process, after the customer has commited to making the purchase, tell them "You can get this order shipped for free if you complete this short survey."

Or maybe, "Thanks for your order. Tell 5 friends about us and we’ll take 5% the order total." Then give them a form that they can use to email their friends.

Your customer’s personal information is valuable. Don’t expect them to give it to you for free.

Recently Written

Decoding Product Leadership Titles
Mar 18: Not all product leadership titles mean what they sound like. ‘Head of Product’ can mean anything from a senior PM to a true VP. Here’s how to tell the difference.
What branding can teach about culture
Jan 8: Culture is your company’s point of view in action—a framework guiding behavior, even in the unknown. You can’t copy it; it must reflect your unique perspective.
Think Systems, not Symptoms
Dec 15: Piecemeal process creation frustrates teams and slows work. Stop patching problems and start solving systems. Adopting a systems thinking approach helps you design processes that are efficient, aligned with goals, and truly add value.
Your Policies Aren’t Your Culture
Dec 13: Policies guide behavior, but culture is the lived norms and values of your team. Policies reflect culture -- they don’t define it. Netflix’s parental leave shift didn’t change its culture of freedom and responsibility. It clarified how to live it.
Lighten Your Process Burden
Dec 7: Everyone hates oppressive processes, but somehow we keep managing to create them.
Product Add-Ons Are An Expansion Myth
Dec 1: Add-ons can enhance your product’s appeal but won’t drive significant market growth. To expand your customer base, focus on developing standalone products.
Protecting your Product Soul when the Same Product meets New People.
Nov 23: Expand into new markets while preserving your product’s core value. Discover how to adapt and grow without losing your product’s soul.
Building the Next Big Thing: A Framework for Your Second Product
Nov 19: You need a first product sooner than you think. Here's a framework for helping you identify a winner.

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