My Own Dog Food

Ian Lurie

Here’s a quick case study: Me.

I’ve been marketing my book a bit for a week now, and had a nice burst of orders on the first weekend. Then things tailed off. A look at my traffic report told me folks are getting to the page and reading about the book , but not buying it.

Which either means 1) They don’t want my book or 2) Something is discouraging them from ordering. Since I can’t do much about 1 just yet, I focused on 2, and made these changes:
– Made sure folks know that shipping is now via US Mail 3 Day, rather than UPS.
– Made the cover screen shot a link to order the book.


Now we’ll see if I like my own dog food, or choke on it…

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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