Copywriter Anna Bolton shares insights into how to run a new client kickoff meeting. Even if this isn’t normally your responsibility, helping out to get this fundamental communication opportunity right can have huge dividends for goals you are probably trying to achieve – more word-of-mouth marketing, better brand building and higher customer retention.

Sometimes customers need that extra little something to encourage them to subscribe to your email list, fill out a lead gen form, or purchase your product. Read on for B2B and B2C examples, like a sweepstakes that generated more white paper downloads, premium content that encouraged more blog readers to subscribe and share, and more.

Anxiety and friction are two factors that decrease customers’ likelihood to purchase your product that have nothing to do with a cold calculus of benefits and dollars and cents. Consider the customer mindset, and you’re likely to find some clarity.

The Marketing Swipe File Bundle features before and after examples from subscription, ecommerce, and lead gen experiments with a clear, to-the-point synopsis of each test. Download today and read through at your own speed to get directly to the meat of each test.

• Infographic: How to Create a Model of Your Customer's Mind
• The MECLABS Value Proposition Toolbox
• Marketing Swipe File Bundle: Transformative discoveries from 73 valid marketing experiments
• Infographic: The 21 Psychological Elements that Power Effective Web Design 
• Email Marketing: Bundle of 6 checklists to optimize your email marketing
• MarketingSherpa Customer Satisfaction Research Study
• A Model of Your Customer's Mind: 21 charts and tools have helped capture more than $500 million in test wins
• Test Planning Scenario Tool
• Mobile A/B Testing: Quality assurance checklist
• MarketingSherpa Landing Page Handbook: How to raise conversions – data and design guidelines