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THE
SUCKING
MANIFESTO
A book by Steve Jackson & Markus Sandelin
ANYONE CAN DO IT.
BUT IT’S NOT EASY.
WE ALL SUCK
The next 30 minutes
PROOF WE SUCK
LEARN BY SUCKING
IT SUCKS TO BE NUMBER TWO,
BUT AT LEAST YOU KNOW WHERE YOU STAND.
WE ALL SUCK
WHEN A CARPENTER BUILDS A CHAIR,
HE KNOWS EXACTLY WHAT HE WILL END
UP WITH.
WHEN WE START, WE ARE CLUELESS.
“HOW YOU MEASURE SUCCESS DEPENDS
ON HOW YOU DEFINE SUCCESS.”
WE SUCK BECAUSE WE DON’T KNOW WHAT SUCCESS IS
WE SUCK BECAUSE WE SPEND LOADS OF
MONEY ON GETTING EYEBALLS.
AWARENESS IS A BY-PRODUCT OF GOOD MARKETING.
WE SUCK BECAUSE WE USE NUMBERS
LIKE AN EMOTIONAL CRUTCH.
OH WOW WE GOT TEN THOUSAND VISITORS TODAY!
WE SUCK BECAUSE WE COMMUNICATE
LIKE THE NERDS WE ARE.
HAVE YOU AMPLIFIED YOUR CPA CONVERSION THROUGH YOUR BI DB YET?
WE SUCK BECAUSE WE DON’T KNOW
HOW PLAY WITH THE HIPPOS.
HIPPOS ARE A MAN’S BEST FRIEND. MUCH BETTER THAN DOGS.
WE SUCK BECAUSE WE DON’T (KNOW
HOW TO) SHARE OUR DOINGS.
LEFT HAND, WE’D LIKE TO INTRODUCE MS. RIGHT HAND.
WE SUCK BECAUSE INSTEAD OF
BUILDING A HOUSE, WE ARE POLISHING
OUR HAMMER.
THE RIGHT TOOLS FOR THE RIGHT JOB.
WE SUCK BECAUSE WHEN WE FINALLY
KNOW WHAT TO DO, WE SCREW IT UP.
SORRY SIR, WE’RE NOT JUST A 100% ON THAT.
WE SUCK BECAUSE WE’VE LOST THE
CONFIDENCE IN NUMBERS.
IT’S 42, SIR. I THINK. I DON’T KNOW WHAT IT MEANS THOUGH.
1. We have no goals or objectives
2. We waste cash & resources
3. We communicate like nerds
4. We sit in a goldfish bowl
5. We don’t plan well enough to do things right
6. We use the numbers for support not to take action
7. And when we get it wrong we lose confidence
8. Every business does it
SO, WE SUCK BECAUSE
PROOF THAT WE SUCK
DEFINE THE CUSTOMER
LIFECYCLES
STEP 1 - DEFINE
0"
20"
40"
60"
80"
100"
120"
140"
0" 50" 100" 150" 200" 250" 300" 350" 400"
Campaign(CTR((
WE SUCKED SO BAD BEFORE
TESTING THAT WE COULD IMPROVE
CONVERSION IN SIGN-UPS TO A
NEWSLETTER BY 268% AGAINST
THE BENCHMARKS.
STEP 2 - TEST LIFECYCLES
IT SUCKED. WE FOUND OUT THE
RE-PURCHASE PHASES WEREN’T
WORKING NO MATTER WHAT WE
DID.
STEP 3 - TEST LIFECYCLES
WE LEARNED THAT 60% OF THE
NEW CUSTOMERS WERE NOT
REACTING AFTER THE PURCHASE
TO ANYTHING WE DID.
ONE TYPE OF MESSAGE WAS 25%
BETTER THAN AVERAGE.
STEP 4 - TEST LIFECYCLES
1. After setting up we found some outstandingly bad campaigns
2. We could improve from our baseline by 268% on new prospects
3. We were using the wrong channels to reach new customers
4. We were using the wrong message to reach old customers
5. And the lifecycle ended much sooner than we thought
THE PRESTIGE
LEARN BY SUCKING
WHAT IS THE VALUE CREATED IN $?
START BY SETTING THE GOALS
WHAT IS THE CHANCE OF THAT VALUE
HAPPENING AGAIN?
START BY SETTING THE GOALS
SPEND MONEY TO MAKE MONEY
SET YOUR COSTS TO REASONABLE LEVELS
!! !! !! !! !! !! !! !!!! !!
Benchmark! !! !! !! >5.52%! >7.29%! !! <€1!!!! !!
RePurchase*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!
In!Tolerance! 3731013! 836493! 147632! 22.42%! 17.65%! €2,157,310.13! €14.61!Stop!Campaigns!
Stopped!at!Open!Rate! 258516! 8205! 3906! 3.17%! 47.61%! €61,703.15! €15.80!Stop!Campaigns!
Stopped!at!Click!Thru!Rate! 441794! 120887! 6768! 27.36%! 5.60%! €320,417.94! €47.34!Stop!campaigns!
!! !! !! !! !! PotenNal!Cost!Saving! €2,477,728.07! !!#!Campaigns! 653!
!! !! !! !! !! !! !! !!!! !!
Benchmark! !! !! !! >7.5%! >!30%! !! <€1!!!! !!
Prospect*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!
In!Tolerance! 18179123! 3390841! 1751413! 18.65%! 51.65%! €1,337,791.23! €0.76!OK! !!
Stopped!at!Open!Rate! 7349359! 178787! 122832! 2.43%! 68.70%! €121,493.59! €0.99!OK! !!
Stopped!at!Click!Thru!Rate! 1897999! 354504! 82272! 18.68%! 23.21%! €190,969.97! €2.32!Review!campaigns!
!! !! !! !! !! PotenNal!Cost!Saving! €190,969.97! !!#!Campaigns! 345!
!! !! !! !! !! !! !! !!!! !!
!! !! !! !! !! !! !! !!!! !!
Benchmark! !! !! !! >2%! >14.5%! !! <€1!!!! !!
New*Customer*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !!
In!Tolerance! 1138981! 211417! 60098! 18.56%! 28.43%! €171,389.81! €2.85!Review!Campaigns!
Stopped!at!Open!Rate! 78998! 9! 4! 0.01%! 44.44%! €4,284.33! €1,071.08!Stop!Campaign!
Stopped!at!Click!Thru!Rate! 450230! 113907! 9125! 25.30%! 8.01%! €60,502.30! €6.63!Stop!Campaigns!
!! !! !! !! !! PotenNal!Cost!Saving! €64,786.63! !!#!Campaigns! 56!
!! !! !! !! !! !! !! !!!! !!
HERE’S WHAT WE MADE EARLIER.
KNOW WHERE THE PEOPLE COME FROM,
VALUE THEM BY CHANNEL.
TAKE AIM BEFORE YOU SHOOT.
THE HIPPO LOVED IT.
HE HIRED FIVE NEW PEOPLE TO MAKE THINGS HAPPEN.
SO WHAT HAPPENED?
HERE ARE THE EIGHT STEPS IN EVERY PROJECT
DEFINE YOUR CUSTOMER
STEP 1 OF 8
DEFINE WHEN THEY STOP BEING ONE
STEP 2 OF 8
DEFINE THE COSTS AND VALUE OF A
CUSTOMER
STEP 3 OF 8
DEFINE THE LIKELIHOOD OF A REPEAT
CUSTOMER
STEP 4 OF 8
STOP THE CHURN
STEP 5 OF 8
FIND AND USE THE BEST CHANNELS,
PER LIFE CYCLE STAGE
STEP 6 OF 8
TEST EVERYTHING
STEP 7 OF 8
LISTEN TO YOUR CUSTOMERS
STEP 8 OF 8
THANK YOU
THE
SUCKING
MANIFESTO
A book by Steve Jackson & Markus Sandelin
WWW.THESUCKINGMANIFESTO.COM

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The Sucking Manifesto

  • 1. THE SUCKING MANIFESTO A book by Steve Jackson & Markus Sandelin
  • 2. ANYONE CAN DO IT. BUT IT’S NOT EASY.
  • 3. WE ALL SUCK The next 30 minutes PROOF WE SUCK LEARN BY SUCKING
  • 4. IT SUCKS TO BE NUMBER TWO, BUT AT LEAST YOU KNOW WHERE YOU STAND.
  • 6. WHEN A CARPENTER BUILDS A CHAIR, HE KNOWS EXACTLY WHAT HE WILL END UP WITH. WHEN WE START, WE ARE CLUELESS.
  • 7. “HOW YOU MEASURE SUCCESS DEPENDS ON HOW YOU DEFINE SUCCESS.” WE SUCK BECAUSE WE DON’T KNOW WHAT SUCCESS IS
  • 8. WE SUCK BECAUSE WE SPEND LOADS OF MONEY ON GETTING EYEBALLS. AWARENESS IS A BY-PRODUCT OF GOOD MARKETING.
  • 9. WE SUCK BECAUSE WE USE NUMBERS LIKE AN EMOTIONAL CRUTCH. OH WOW WE GOT TEN THOUSAND VISITORS TODAY!
  • 10. WE SUCK BECAUSE WE COMMUNICATE LIKE THE NERDS WE ARE. HAVE YOU AMPLIFIED YOUR CPA CONVERSION THROUGH YOUR BI DB YET?
  • 11. WE SUCK BECAUSE WE DON’T KNOW HOW PLAY WITH THE HIPPOS. HIPPOS ARE A MAN’S BEST FRIEND. MUCH BETTER THAN DOGS.
  • 12. WE SUCK BECAUSE WE DON’T (KNOW HOW TO) SHARE OUR DOINGS. LEFT HAND, WE’D LIKE TO INTRODUCE MS. RIGHT HAND.
  • 13. WE SUCK BECAUSE INSTEAD OF BUILDING A HOUSE, WE ARE POLISHING OUR HAMMER. THE RIGHT TOOLS FOR THE RIGHT JOB.
  • 14. WE SUCK BECAUSE WHEN WE FINALLY KNOW WHAT TO DO, WE SCREW IT UP. SORRY SIR, WE’RE NOT JUST A 100% ON THAT.
  • 15. WE SUCK BECAUSE WE’VE LOST THE CONFIDENCE IN NUMBERS. IT’S 42, SIR. I THINK. I DON’T KNOW WHAT IT MEANS THOUGH.
  • 16. 1. We have no goals or objectives 2. We waste cash & resources 3. We communicate like nerds 4. We sit in a goldfish bowl 5. We don’t plan well enough to do things right 6. We use the numbers for support not to take action 7. And when we get it wrong we lose confidence 8. Every business does it SO, WE SUCK BECAUSE
  • 18. DEFINE THE CUSTOMER LIFECYCLES STEP 1 - DEFINE 0" 20" 40" 60" 80" 100" 120" 140" 0" 50" 100" 150" 200" 250" 300" 350" 400" Campaign(CTR((
  • 19. WE SUCKED SO BAD BEFORE TESTING THAT WE COULD IMPROVE CONVERSION IN SIGN-UPS TO A NEWSLETTER BY 268% AGAINST THE BENCHMARKS. STEP 2 - TEST LIFECYCLES
  • 20. IT SUCKED. WE FOUND OUT THE RE-PURCHASE PHASES WEREN’T WORKING NO MATTER WHAT WE DID. STEP 3 - TEST LIFECYCLES
  • 21. WE LEARNED THAT 60% OF THE NEW CUSTOMERS WERE NOT REACTING AFTER THE PURCHASE TO ANYTHING WE DID. ONE TYPE OF MESSAGE WAS 25% BETTER THAN AVERAGE. STEP 4 - TEST LIFECYCLES
  • 22. 1. After setting up we found some outstandingly bad campaigns 2. We could improve from our baseline by 268% on new prospects 3. We were using the wrong channels to reach new customers 4. We were using the wrong message to reach old customers 5. And the lifecycle ended much sooner than we thought THE PRESTIGE
  • 24. WHAT IS THE VALUE CREATED IN $? START BY SETTING THE GOALS
  • 25. WHAT IS THE CHANCE OF THAT VALUE HAPPENING AGAIN? START BY SETTING THE GOALS
  • 26. SPEND MONEY TO MAKE MONEY SET YOUR COSTS TO REASONABLE LEVELS
  • 27. !! !! !! !! !! !! !! !!!! !! Benchmark! !! !! !! >5.52%! >7.29%! !! <€1!!!! !! RePurchase*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !! In!Tolerance! 3731013! 836493! 147632! 22.42%! 17.65%! €2,157,310.13! €14.61!Stop!Campaigns! Stopped!at!Open!Rate! 258516! 8205! 3906! 3.17%! 47.61%! €61,703.15! €15.80!Stop!Campaigns! Stopped!at!Click!Thru!Rate! 441794! 120887! 6768! 27.36%! 5.60%! €320,417.94! €47.34!Stop!campaigns! !! !! !! !! !! PotenNal!Cost!Saving! €2,477,728.07! !!#!Campaigns! 653! !! !! !! !! !! !! !! !!!! !! Benchmark! !! !! !! >7.5%! >!30%! !! <€1!!!! !! Prospect*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !! In!Tolerance! 18179123! 3390841! 1751413! 18.65%! 51.65%! €1,337,791.23! €0.76!OK! !! Stopped!at!Open!Rate! 7349359! 178787! 122832! 2.43%! 68.70%! €121,493.59! €0.99!OK! !! Stopped!at!Click!Thru!Rate! 1897999! 354504! 82272! 18.68%! 23.21%! €190,969.97! €2.32!Review!campaigns! !! !! !! !! !! PotenNal!Cost!Saving! €190,969.97! !!#!Campaigns! 345! !! !! !! !! !! !! !! !!!! !! !! !! !! !! !! !! !! !!!! !! Benchmark! !! !! !! >2%! >14.5%! !! <€1!!!! !! New*Customer*Phase* Sent! Opens! Clicks!Average!Open!Rate! Average!CTR! Cost! CPC!Notes! !! In!Tolerance! 1138981! 211417! 60098! 18.56%! 28.43%! €171,389.81! €2.85!Review!Campaigns! Stopped!at!Open!Rate! 78998! 9! 4! 0.01%! 44.44%! €4,284.33! €1,071.08!Stop!Campaign! Stopped!at!Click!Thru!Rate! 450230! 113907! 9125! 25.30%! 8.01%! €60,502.30! €6.63!Stop!Campaigns! !! !! !! !! !! PotenNal!Cost!Saving! €64,786.63! !!#!Campaigns! 56! !! !! !! !! !! !! !! !!!! !! HERE’S WHAT WE MADE EARLIER.
  • 28. KNOW WHERE THE PEOPLE COME FROM, VALUE THEM BY CHANNEL. TAKE AIM BEFORE YOU SHOOT.
  • 29. THE HIPPO LOVED IT. HE HIRED FIVE NEW PEOPLE TO MAKE THINGS HAPPEN.
  • 30. SO WHAT HAPPENED? HERE ARE THE EIGHT STEPS IN EVERY PROJECT
  • 32. DEFINE WHEN THEY STOP BEING ONE STEP 2 OF 8
  • 33. DEFINE THE COSTS AND VALUE OF A CUSTOMER STEP 3 OF 8
  • 34. DEFINE THE LIKELIHOOD OF A REPEAT CUSTOMER STEP 4 OF 8
  • 36. FIND AND USE THE BEST CHANNELS, PER LIFE CYCLE STAGE STEP 6 OF 8
  • 38. LISTEN TO YOUR CUSTOMERS STEP 8 OF 8
  • 40. THE SUCKING MANIFESTO A book by Steve Jackson & Markus Sandelin WWW.THESUCKINGMANIFESTO.COM