Every once in a while, you read a business book and it becomes obvious that what you’ve been doing is…wrong. You know at that moment that you need to start doing things differently.
I had that feeling the first time I read “Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back” by Rohit Bhargava. At the time, Rohit was a co-worker at Ogilvy and I was reading the book as a professional courtesy. I mean, sure, he was a smart guy, super nice, and seemed to understand marketing, but I wasn’t expecting much. Most marketing books are bland and theoretical. Short on insight and long on catchphrases.
But Rohit’s book was different. It was clear that Rohit had taken great pains to write a book that went beyond basic theories social media and marketing. It was an insightful, actionable book that is as relevant today as when it was published in 2008.
In his second book, Rohit tackles a range of marketing topics. The umbrella concept of “Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action” (2012) is “likeability,” but that’s just part of the story. He shares case studies and anecdotes that reveal why believability and trust are so powerful for brands. Read more
In the online world, it’s rare that we’re willing to pay for anything. We almost never want to pay for content, which is understandable considering how long we’ve been getting it for free.
But as of today, I am ready to pay for a premium version of YouTube. Yup, I am prepared, PayPal in hand, to give Google my money for something they provide for free.
Anything to stop the pre-roll. Or at least require only premium-level pre-roll that is relevant to my tastes. This is worth paying for.
Freemium Upgrade to Premium
So you’re familiar with the concept of “freemium” right? Sure you are. That’s where you can get most of the features for free, but to get the “extra special awesome bonus stuff,” you have to pay.
For example, I’m an avid photographer, so I pay for Flickr Pro. Even though Flickr is free, I pay $25 a year for the upgrade. It’s not much money and I feel like I get some good value from it.
I’m also using the free version of Evernote more frequently, so I am considering an upgrade there. Maybe Dropbox too. Both provide good free services, but the extra stuff on the premium may make it worth the few bucks.
To be honest, I use YouTube way more than any of these other services. Google invests bazillions of dollars running YouTube and charges us nothing for it. A few moments of our attention (for a paid advertisement) is all they ask. Seems fair, right? Read more
Chris Epting is an author after my own heart. As a lifelong fan of the rock band Kiss, Chris published an ebook titled “All I Need to Know I Learned from KISS: Life Lessons from the Hottest Band in the Land” – available on Amazon.
Kiss is, of course, one of my all-time favorite bands. I rock and roll all night to their music, shout it out loud at their concerts, and pay cash for their merchandising. Kiss has touched my life in many meaningful ways.
That’s why when I heard about this ebook, I downloaded it immediately. The title alone grabbed me, but the crisp writing is what kept me reading. As a writer, Epting is a man at the top of his craft. He knows how to weave a compelling narrative that grabs you and never lets you go. I wanted the best and Epting delivered the best.
The ebook is, for lack of a better description, a long, personal love letter to Kiss. Because of his background, Epting delivers the letter from the unique perspective of an informed insider…not as someone with an ax to grind. Read more
Look, I’m going to run through a few things with you, since you already know all of this. You’re a marketing pro, so this is just a quick review of your talking points with your boss.
A good marketer like you knows that you can’t just check boxes and expect to deliver remarkable results. You are already working hard to make sure your strategies and tactics are effective.
Let’s review five reasons your campaign will succeed, so you can discuss it during your next performance review:
1. You have a strong content strategy.
Last quarter you rocked it with a smart strategy, fantastic branding, and a super message. It took some time, but you managed to deliver an equally amazing content strategy. You know (because you read Content Strategy for the Web and The Elements of Content Strategy) that content strategy includes a plan for ongoing content creation, management, and governance. That’s why your website isn’t still in Phase 1/Launch. You’ve had a content strategist focused on all aspects of content, so that the message stays fresh for your target audience. It’s not just the copy on your website either. It’s mobile, social, video, graphics, and everything in between. This, above all, is why you are succeeding where others have failed. You know that content strategy is the foundation of content marketing. Read more
You may not want to hear this, but at some point, you’ve received — and then shared — bad information online. Information so erroneous that it defies logic. Ideas that just don’t make sense. And, like many netizens, you’ve shared this with your family and friends.
Don’t worry. Everyone has done it at some point or another. (Don’t you feel better?)
Here’s the thing. There’s good advice given by smart, informed, and qualified people (sometimes they are even professionals). The information they provide can educate and motivate you.
And then there’s that guy that wrote “that blog” on “that website.” He could have been right, especially if he took a moment to look for truth instead of just disguising his opinion as truth. But he was wrong. Didn’t know what he was talking about, and unfortunately, his advice got stuck in your head. (Sorry, Oreos don’t make you thin.)
You are, as many of us have been, a victim of bad advice given well. Guidance from a self-proclaimed expert who is more self-proclaimed than expert, but probably has a nice-looking website. Maybe someone who has a lot of Twitter followers.
How This Happened
Back in the early days, the media business was a one-way affair. Those of us who studied Journalism and then worked at media outlets learned that we were the “gatekeepers” of information. The publishers and editors were the gatekeepers, but we were part of the gate. I was a journalist and I worked the gate at newspapers, websites, and magazines.
We were sharers and reporters of truth. We opened the gate to gather and disseminate truth and facts. Slammed it shut on information we perceived as wrong or irrelevant. Read more
Stop. Before you go any further in this blog about social media marketing, stop and ask yourself, “am I ready to do what’s required for my campaigns?”
Doing the right thing isn’t always easy, particularly in Marketing. That’s because modern Marketing isn’t easy anymore.
It’s hard and it requires math. (I know I just lost about half of you when I said the other M word…math.)
Today’s marketer must be part mathematician, part magician, and seemingly omniscient. Fortunately, there’s an app for that.
I’m not kidding. The app is “analytics.” (Okay, analytics is more than just an app, but I’m working on my segues.) But if you don’t use analytics and other appropriate measurements, you can’t measure your social media campaign. Read more
It was a little slow getting started, since it took some time for me to really understand how Fan Pages actually worked. As an author of very niche books, I am really excited about the passion and energy that people bring to the Fan Page.
As the print industry continues on an inexorable path to extinction, an analysis by the Wall Street Journal reinforces what many of us already knew. Specifically, ebooks are just less expensive to publish.
First off, I’m not a book hater. Actually, quite the opposite. I’ve had a lifelong love affair with print. I spent many years in print publishing. Now that I’ve started writing books, I’m hoping that print sticks around just a bit longer.
Unfortunately, that’s just not going to happen.
The Internet has has led to fewer people buying and reading books. That much we know.
If you work in Marketing, Advertising, or some kind or related field, you are probably familiar with the concept of personal branding. Or “Brand You” as it is sometimes referred to.
Your Brand You is something you live every day. It’s the job you do and how you do it. It’s also your clothing, your blog, your online footprint. It’s a little bit of everything that supports the brand that is you. It requires care and feeding.
For example, I was talking with a colleague, who is in a new-business development job. It’s part account manger, part business development, and all relationships. Anyway, he was lamenting the vehicle he drove, which is a Jeep Wrangler Unlimited.
I asked him what was wrong with his Jeep. He told me that he felt strange picking up corporate clients in a Jeep, which he keeps immaculately clean because of his training in the military. He motioned to the parking lot, which was a sea of cars from Audi, BMW, Infinity, Lexus, Acura, and Nissan. Those are the cars sales guys drive, he told me.
Yeah, I said, that’s is what they drive. And what you drive is different because you are different. Your brand is different. That’s not necessarily a bad thing.
Picture this: you’re a client. The sales guy has offered to take you out to lunch and for some reason, he actually has two cars with him. He says, “we can take the Audi or we can take the ’69 Corvette.” Which would you choose to go to lunch in?
My completely unscientific poll of industry colleagues and friends suggests that most people would go to lunch in the ‘Vette. Why? Because it’s a unique experience. It gives you something to talk about. The Audi is nice (which is why you buy one), but it’s not remarkable (unless it’s a performance model).
I was an early adopter of Twitter, and yet, I’d failed to build a strong following. This was my fault, of course, since I was aware of the growing importance of the Twitter channel for social network engagement.
In fact, some of the people I’d helped to get started in Twitter were already miles ahead of me in building a strong following.
So, yeah, I was starting to feel like I needed to catch up. Fast.
I’d read a few interesting blog posts about purchasing Twitter followers, but I dismissed the concept. I mean, how good could these followers be, if they were willing to be bought and sold?
I was determined to build my followers the old fashion way: earn them. And then… Read more