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For years, digital marketing has been the engine driving eCommerce, but it’s become lazy. Its obsession with short-term methods that hike sales and lower customer acquisition costs – usually on the crutch of discounting – leads to barely-there margins and an overreliance on paid users to stay afloat. And these are customers who rarely return – because there’s nothing to return for, beside an impersonal transaction. Low retention rates only bleed more revenue. Even a better idea isn’t enough. Every category has been disrupted, and there are more DTC options for every conceivable product.
eCommerce is evolving, and the only way to stand out today is with a compelling brand. If branding is the answer, why is hardly anyone using it? Because branding is profoundly misunderstood among eCommerce entrepreneurs. And because there’s virtually no guidance on how to make branding work for the unique challenges of online shopping – and traditional retail branding won’t cut it.
Neil Verma is on a mission to change this. In his first book, Checkout, Neil provides an easy to follow, step-by-step branding process designed exclusively for eCommerce. Core to his teaching is that branding is simply the only competitive moat you can build today, and while digital marketing is an important part of this larger strategy, continuing to rely on it alone will only leave you trapped in the feast-or-famine cycle.
Neil is the perfect teacher in this arena. Although he currently is the Founder of eBrandBuilders, he started his career, following an Ivy League MBA, in the corporate branding world. There, he managed a $100M insurance P&L, spearheaded the launch of a new bank, and executed the digital strategy of another retailer. 7 years ago, tired of the corporate grind, he resigned to forge his own path in eCommerce. And quickly failed. Twice.
It was then he reached back into his roots, and rigorously applied his branding experience to analyzing the top 200 eCommerce companies in order to discover how branding works online. From this, he distilled the 7C’s of eCommerce branding, a process that helped him launch 3 eCommerce businesses in the health beauty space and grew them each to 7-figures. And now with eBrandBuilders, in the last 2.5 years alone, has helped dozens of eCommerce business grow from thousands to millions in revenue a year.
When he’s not chained to his MacBook, Neil loves to play squash and rarely turns down a night of dancing to his favorite house anthems. His culinary skills are confined to a mean omelet, but it’s a hell of an omelet. And such are his culinary skills otherwise that his go-to meal of the day is a nightly blend of 4 cereals. He’s also a travel nut and has visited over 40+ countries. Originally from Calgary, but now living in Toronto, he always looks forward to escaping Canadian winters.
Want to know about the 7C method? Get a sneak peak of Checkout by downloading all the accompanying resources for the book here – http://ebrandbuilders.com/checkout-resources/
Connect with Neil on LinkedIn – https://www.linkedin.com/in/neilmverma/
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