5 tactics to learn what customers want, don't try to convince them to buy, and more

You can learn what customers want by conducting experiments on real-life customer decisions using A/B testing. You can also use questionnaires, site search analysis and more. Read on for five examples from a bank, a comparison site, a translation service and two different jewelers.

Good marketing can be teaching as well. Marketing is often just thought of as selling. What if you taught your customers more about your product? Your solution? Your industry? Most importantly, how they can get the value they seek. Well, it would probably look like these three examples ...

Effective marketing isn’t trickery, it’s candor. What you’re intending to do every day in marketing is create satisfied customers by helping them make the best choices for themselves. Aside from the moral and ideological reasons to be a decent human, here is the realpolitik justification.