Seth's blog on adversity and the route to success came just at the right time today. Starting your own business isn't easy, especially when you have such specific ideals of what it will and won't be and when. Ideas that lead to genuine success are bound to be tricky to execute (this is also true of great marketing or great product).
The temptation would be to give in and start making compromises, as Seth says "Why bother? The thinking is that we can just pump some more oil or smile and gladhand our way to an acceptably happy outcome."
That was the phrase that did it for me though, "acceptably happy outcome"; nowhere in any of my planning and rationale did that phrase occur. Genius was conceived to reflect its name, to be outstanding, incredible, remarkable, original.
The same has to be true of all marketing and product development. People don't want to buy stuff they see as just "ok" or "acceptable", they want terrific value, great quality, unique features...
So next time you're tempted just to "make do", ask yourself what you set out to do in the first place and why. I'll bet it wasn't to produce something average.
Monday 14 November 2011
Thursday 10 November 2011
Who's your imaginary friend?
I just read this great post on Copyblogger on why having an imaginary friend (or at least a picture of someone who would be typical of your audience) in mind when you write makes your content better.
Buyer personas aren't new but the act of visualising a specific individual is helpful and a step not everyone takes. I think the concept goes further than just copywriting; we ought to take our imaginary friend everywhere with us.
Your ideal customer should be there when you shape new products, make changes to your payment or service policies, choose your new locations or any other decision that could impact them and their loyalty to your brand.
Buyer personas aren't new but the act of visualising a specific individual is helpful and a step not everyone takes. I think the concept goes further than just copywriting; we ought to take our imaginary friend everywhere with us.
Your ideal customer should be there when you shape new products, make changes to your payment or service policies, choose your new locations or any other decision that could impact them and their loyalty to your brand.
Tuesday 28 June 2011
3 Ways To Justify an Investment
The 3 Ways
1) Use evidence - it sounds simple but too often we assume the reasons for our decisions are obvious to others (so they raise objections and obstacles we could have avoided) or forget to question ourselves deeply enough on the evidence behind our decisions which can lead to poor decision making.
We should always explicitly ask ourselves, what facts can I gather than inform me that my investment would be a sound one? Is there anything that would point against the spend acheiving what I suspect it will? Is there anything I can do to counter this?
2) Set clear objectives and measurable goals - that age old question, how will I know if it worked? Firstly you need to know specifically what you are trying to acheive through your investment and the scale by which you are going to measure your success, not just the metric but the target too.
3) Follow up to demonstrate the value - it doesn't matter whether this is to yourself or your boss, documenting the successes that resulted from your investment will enable better decision making in future. You can revisit both triumphs and failures and refresh your learning before making other similar decisions.
1) Use evidence - it sounds simple but too often we assume the reasons for our decisions are obvious to others (so they raise objections and obstacles we could have avoided) or forget to question ourselves deeply enough on the evidence behind our decisions which can lead to poor decision making.
We should always explicitly ask ourselves, what facts can I gather than inform me that my investment would be a sound one? Is there anything that would point against the spend acheiving what I suspect it will? Is there anything I can do to counter this?
2) Set clear objectives and measurable goals - that age old question, how will I know if it worked? Firstly you need to know specifically what you are trying to acheive through your investment and the scale by which you are going to measure your success, not just the metric but the target too.
3) Follow up to demonstrate the value - it doesn't matter whether this is to yourself or your boss, documenting the successes that resulted from your investment will enable better decision making in future. You can revisit both triumphs and failures and refresh your learning before making other similar decisions.
Tuesday 26 April 2011
Missing out on misspellings
Just a really short one - just been doing some keyword research for my parents' company site and I am staggered by the number of searches some either misspelt or differently spelt words run every month (permutations of jewellery for instance). Now to discover how to capitalise on it without looking like we all left school 10 years too early...
Friday 15 April 2011
The Monkey and The Marketer
This post is dedicated to my dear colleague Abi Stern, with thanks for the discussion that inspired it...
One of the major battles for many marketers is finding enough time for high value activities amongst the sea of humdrum day to day duties, often in support of other business functions and away from their core focus.
We affectionately term this "monkey work"; its not difficult, just time consuming. This is also an affectionate nod to Ken Blanchard's book The One Minute Manager Meets The Monkey, which is ace if you haven't read it. So how do we ensure our monkey time is managed and we have enough hours left to be marketers?
1) Make sure you know who else could perform the task - sure, as a marketer you're a master at your CRM system but does that mean you're the only one with access? Your automatic adoption of tasks without asking who should really do them and whether the responsibility could be shared will lead to too much monkey business and not enough marketing.
2) Make a habit of saying no or not now occasionally - if you allocate certain blocks of time in which you can complete these tasks and stick to them, you'll naturally push back on people's so called "urgent" requests and you'll be amazed how many turn out not to be urgent or how easily the person finds another way to do whatever it is they wanted you to do.
3) Be sure to understand the purpose of the activity - I've been asked to analyse different things in our business more times than I care to count and often when I ask what the information will be used for I get a pretty lame "oh, I just thought it'd be interesting to know". So ask the question, because prioritising other people's idle curiosity is unlikely to be your smartest move.
Anyone got any other tips they'd like to share?
One of the major battles for many marketers is finding enough time for high value activities amongst the sea of humdrum day to day duties, often in support of other business functions and away from their core focus.
We affectionately term this "monkey work"; its not difficult, just time consuming. This is also an affectionate nod to Ken Blanchard's book The One Minute Manager Meets The Monkey, which is ace if you haven't read it. So how do we ensure our monkey time is managed and we have enough hours left to be marketers?
1) Make sure you know who else could perform the task - sure, as a marketer you're a master at your CRM system but does that mean you're the only one with access? Your automatic adoption of tasks without asking who should really do them and whether the responsibility could be shared will lead to too much monkey business and not enough marketing.
2) Make a habit of saying no or not now occasionally - if you allocate certain blocks of time in which you can complete these tasks and stick to them, you'll naturally push back on people's so called "urgent" requests and you'll be amazed how many turn out not to be urgent or how easily the person finds another way to do whatever it is they wanted you to do.
3) Be sure to understand the purpose of the activity - I've been asked to analyse different things in our business more times than I care to count and often when I ask what the information will be used for I get a pretty lame "oh, I just thought it'd be interesting to know". So ask the question, because prioritising other people's idle curiosity is unlikely to be your smartest move.
Anyone got any other tips they'd like to share?
Monday 11 April 2011
Social media to define future company bonuses?
Along with the rest of the planet I received hundreds of news stories about Friday's controversial memo from Google CEO Larry Page, the general gist being 25% of every employee's bonus is reliant on successful performance in the social media space this year.
Doing the job that I do, this prompted me to have a think about whether this was a) savvy and b) fair.
I don't feel comfortable offering firm conclusions as I wasn't privy to the exact wording, backdrop and context of the memo but the following thoughts seemed to resonate as I considered the concept:
Doing the job that I do, this prompted me to have a think about whether this was a) savvy and b) fair.
I don't feel comfortable offering firm conclusions as I wasn't privy to the exact wording, backdrop and context of the memo but the following thoughts seemed to resonate as I considered the concept:
- Involving the whole business in social media, whether it is technically their job or not is smart. All too often I hear "oh marketing deal with social media", which is true but the strongest teams have allies, advocates and participants across many business functions
- Putting a solid number on the amount of bonus at stake is sensible enough, but nowhere did it get reported exactly what form "success" was going to take or what it looked like. Likely this is confidential information in this case but worth remembering if you are thinking of following in Google's footsteps
- Making the whole company financially invested in the success of a single project is a great way to get everyone pulling in the same direction and encourage cross functional collaboration
- The whole initiative feels quite broad brushed and making people accountable could be tricky. If Joe Bloggs doesn't pull his weight whilst Jane Doe works hard, is it fair to Jane if they miss out on the bonus or good to reward Joe's lack of input if they are awarded the money?
Wednesday 23 March 2011
Vision - the religion of business leadership?
I just got back from a trip to Vietnam and having returned from a country where religion plays a far greater part in everyday life than it does here, it prompted me to think about what we use instead.
One of the thoughts I had about this in a business context was that leaders in a largely secular environment tend to use vision to serve a lot of the same purposes as religion does in wider society.
1) Both vision and religion unite people in a common view
2) Both encourage people to see the bigger picture
3) Both provide a source of strength and direction in the tough times
I'm sure there are more but just taking those three points provides enough of a reason why you'd want to make sure that you have a clear vision for your team or organisation that everyone is bought into.
One of the thoughts I had about this in a business context was that leaders in a largely secular environment tend to use vision to serve a lot of the same purposes as religion does in wider society.
1) Both vision and religion unite people in a common view
2) Both encourage people to see the bigger picture
3) Both provide a source of strength and direction in the tough times
I'm sure there are more but just taking those three points provides enough of a reason why you'd want to make sure that you have a clear vision for your team or organisation that everyone is bought into.
Friday 11 February 2011
At what price?
I don't know if it is the stirring effect of launching new product types or the slightly erratic indicators in the economy, but for the last few weeks our office has been abuzz with talk of pricing (just this morning I was sent this post on pricing digital content that is well worth a read); and it's not just us.
So many of the conversations I have with people nowadays, from closest friends to chance business encounters revolve around it. What will people pay? What would we pay? Are we paying too much? Have our recessionary pricing strategies had a damaging effect?
In the post link to above, Chris Brogan advises against asking your community what they will pay, because they'll low ball it. A valid point; if you're asking, I'm negotiating because you've signalled that there's room to do so.
So how to solve our pricing dilemmas? This is by no means the only approach but it is the one I'm going to try:
1) Find out how much they are paying (competitor research, surveys, market research)
2) Then comes the painful bit - testing. To my mind, the only way you can be really sure of how much your customers will pay for something is to put together a decent message that accurately conveys the value of your product and see if people will pay the price you ask.
The pain bit comes with the fact that you are probably going to have to get this wrong a lot before you find the ideal level to generate the most profit in the long term. Ah well, no pain, no gain as I'm sure you all said as you hit the gym last month!
So many of the conversations I have with people nowadays, from closest friends to chance business encounters revolve around it. What will people pay? What would we pay? Are we paying too much? Have our recessionary pricing strategies had a damaging effect?
In the post link to above, Chris Brogan advises against asking your community what they will pay, because they'll low ball it. A valid point; if you're asking, I'm negotiating because you've signalled that there's room to do so.
So how to solve our pricing dilemmas? This is by no means the only approach but it is the one I'm going to try:
1) Find out how much they are paying (competitor research, surveys, market research)
2) Then comes the painful bit - testing. To my mind, the only way you can be really sure of how much your customers will pay for something is to put together a decent message that accurately conveys the value of your product and see if people will pay the price you ask.
The pain bit comes with the fact that you are probably going to have to get this wrong a lot before you find the ideal level to generate the most profit in the long term. Ah well, no pain, no gain as I'm sure you all said as you hit the gym last month!
Wednesday 19 January 2011
Are you exerting your influence?
Like most marketers, I love a good graph and look forward to Marketing Sherpa's B2B marketing chart of the week (yes, I am that cool).
This week's chart highlighted the fact that only a third of respondents are using blogger and influencer relations as a tactic in their social media marketing. Why people, why?
Well, I know why. It isn't easy. It takes effort, tact, decorum and there's no guaranteed ROI on your courting of these rare and beautiful creatures.
However when you talk about your product and service online, you are at best self promoting and most likely boring and interrupting to the conversations happening on the platform of choice.
When your industry guru recommends using your product/service to the masses, you've hit the jackpot because they're going to get listened to. You, as Marketing Manager of Company X are not.
We have to spend more time on this guys, this is the new PR and for those prepared to go the extra mile, the benefits may get you somewhere money can't.
This week's chart highlighted the fact that only a third of respondents are using blogger and influencer relations as a tactic in their social media marketing. Why people, why?
Well, I know why. It isn't easy. It takes effort, tact, decorum and there's no guaranteed ROI on your courting of these rare and beautiful creatures.
However when you talk about your product and service online, you are at best self promoting and most likely boring and interrupting to the conversations happening on the platform of choice.
When your industry guru recommends using your product/service to the masses, you've hit the jackpot because they're going to get listened to. You, as Marketing Manager of Company X are not.
We have to spend more time on this guys, this is the new PR and for those prepared to go the extra mile, the benefits may get you somewhere money can't.
Wednesday 5 January 2011
Everything that is brilliant and frustrating about internet marketing
Happy new year to you all, just a quick one this morning that made me laugh, a quote from Nuno Ferreira, vice-president and creative director at Leo Burnett that summarised everything that web marketers love and hate about their jobs:
“The Internet has a very short attention span, and it cannot be maintained. One moment you have people's attention, and in the next they've moved onto a video of a kitten sliding on the kitchen floor”
Part of a serious article about how Leo Burnett got a year's worth of traffic in 6 days using social media but that particular statement struck a cord with me and gave me a chuckle to start my day.
“The Internet has a very short attention span, and it cannot be maintained. One moment you have people's attention, and in the next they've moved onto a video of a kitten sliding on the kitchen floor”
Part of a serious article about how Leo Burnett got a year's worth of traffic in 6 days using social media but that particular statement struck a cord with me and gave me a chuckle to start my day.
Subscribe to:
Posts (Atom)