Change is the Natural State... 1sts, lasts, and nevers

Seth Godin (best-selling author, consultant, celebrity) does a daily blog that inspires me for two reasons:

1. Anyone who can write intelligent postings every single day (including weekends!) has it going on.  (He’s at one end of the spectrum with an open mind compared to many who blurt out the same drivel every day… and no, I’m not referring to particular TV network “spokespeople”);

2. His range of motion in terms of topics is astounding.

I wanted to share with you his post from today called First and Never (click on the title to access the post) which is an interesting way of looking at change. It is interesting to note that most people devote time to resisting and rejecting change so that they can remain in their comfortable wagon rut (remember TV westerns where huge “ruts” were left by the wheels of covered wagons as they ploughed through mud?)  And yet we talk about the Need for Progress (which only comes with change!)

What Seth doesn’t mention are the “lasts” – which relates to my belief that the gift in life is the present (today).  Seth mentions the firsts (first time experience – often you recognize these immediately when they happen), never agains (which are retrospective looks at past experiences that won’t happen again), but neglect the Lasts.  I believe that the fact that we never realize a “last time” occurrence until after it is past is an important aspect of the experience.  While it might sound morbid to think that anything or everything we do could be our “last time” to do it, I prefer to turn that around and extol the moment for its innate virtue.  While we lament over the never agains, it is my fervent belief that we ought to enjoy every pleasurable moment (as soon as we realize that we’re feeling something positive) and extol the people, places, feelings, smells, sounds, sights and wonder of it all. Should it turn out later to have been a “last” time we will have a fully experienced happy memory to recall.

Think about how this could transform your life – a staff meeting could become less of a chore and a bore if we take the time to chuckle when someone tells a joke (instead of lamenting how lame it was) or when we feel a sense of joy as someone describes an accomplishment.  More than likely it won’t be our last staff meeting (or even a memorable one) but if we take the time to enjoy the little moments of joy as they occur, we’ll find that they are more frequent that we realize (is this what is meant by “take time to smell the flowers”?_

I know how positive this has been for me — when I take the time to recognize the moments of pleasure and joy sprinkled throughout my oft-busy day, the inconveniences and petty disturbances grow smaller.  The gift of life is always the present (live for today) – and I’m finding that the 1sts, lasts and never agains are just a (good) part of overall life.

Thank you Seth for inspiring me to look at life in a different and inspiring way!

Have a good weekend!

Regards,

Carol

Carol Dekkers, Software Measurement and Global Software Development expert, author, speaker. Want to engage Carol to be a speaker at your next event? Email Ms. Dekkers at dekkers@qualityplustech.com or carol@caroldekkers.com or visit www.caroldekkers.com for details.

dekkers@qualityplustech.com

www.caroldekkers.com

www.qualityplustech.com

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The gradual approach to marketing

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Buy often in small pieces. This is why we recommend a phased approach to marketing, where you offer people a range of experiences little or nothing, inexpensive ways for you before they invest in your business!

In our profession, is a classic example of the gradual commercialization of the "two stages" of the market in a way that sparks interest and then ask the funnel potential customers in a sales meeting, or free. The fact is that people tendResponding to a free, value-added supply will become a full-service price. For this reason, the conference offers free works so well! Potential clients get to know you and understand and know the value of your esteem service before throwing down $ 1,200 for their services.

Examples of "Two Step" approach:

Example I

Step 1: participate in a networking event.

Step 2: Offer free consultation to meet people, you.

Example II

Step 1: Perform a now free to speak.

Step 2:Please take a record "free" clipboard back of the room.

Example III

Step 1: Send a letter of "basic marketing."

Step 2: Follow-up consultation and offer free phone calls.

The list is endless!

During the two phases is a good start, you should use a sturdy step by step marketing approach.

In particular: to provide multiple, simple, low or no cost "entry points" for a potential customerExperience. Thus offer more expensive products and services once a relationship is established.

For this reason, electronic newsletters are so popular (and effective if implemented in good!), For example, and also offer a free session, you can also consult with a free subscription to the newsletter. This is a perfect item for someone to meet you, is not ready to run for their performance at this time. Through your newsletter, the person the opportunity to learn step by step hasCome and trust in you. If and when the person is responsible for the service it provides, you think they call you ready? YOU!

Examples of the concept of "progressive marketing"

Example I

Step 1: Run a free interview for a local connection.

Offer Step 2: During the discussion meetings to consult and comp Sign up for free newsletter.

Step 3: In the newsletter offers half-day seminar for $ 99.

Step 4: A half-day seminar offers products from $ 19for $ 49, another program for $ 199 and the best program for $ 399.

Example II

Step 1: Send a piece of direct mail to your target audience.

Step 2: Place a link to download your free e-book from your website.

Step 3: In your e-book, giving your other products and services.

Step 4: A month has been downloaded from e-book, send a "call to action" follow-up e-mail with a special offer for your services.

E 'extremely important that the no / low cost of the value of the object.Nothing is more a diversion of a sales pitch disguised as a freebie. You really want to serve the people. Enter the great value and thus the possibility for people who have a higher level of experience, if they wish.

As always, there is much more we could say about this topic, but I hope you had the idea and runs with it! The key is to provide added value to your potential customers. Let

learn from you. Be yourself and let your personality, knowledge and experience. Transpire

This takes time, but it did not happen overnight. Be patient! And remember, there are people out there who are waiting. People who can only serve. Go see!

Reach out. Enter the value. Give them options, they can do. Be sufficient time for a measure to build confidence. People want what you offer and when ready,

is what they call.

[Via http://marketleaning.wordpress.com]

Why I love Twitter and Why You Should Too!

I have heard a lot of twitter bashing recently. 

But this is why I think students and young professionals especially should take advantage of Twitter:

1. A lot of professionals have Twitter, if they are there you should be too
2. Twitter is an easy was to establish your personal brand and show people you are knowledgeable in your industry
3. Twitter can help you stay on top of potential jobs, companies and networking opportunities

Getting started: No one wants to hear what you are doing every 5 minutes, but you can share what you’re learning every couple of hours! Read publications that interest you. Tweet cool finds using a service such as http://bit.ly/ to shorten links. Eventually you will start to develop a pattern to your tweets about things you care about. For example my tweets revolve around Augmented Reality in Marketing, Technology, and Philanthropy. By finding unique articles about these

TIPS:

• Meet a professional?  Follow them; it is an informal way to stay current on what they are doing and another touch point beyond their clogged Outlook inbox.
• Asking a favor of a professional? Check their tweets first to see what is going on in their life, if they are out of town or seem busy hold your email until their tweets indicate less stress. It will seem courteous and improve your chances of getting a reply.  
• Care about a company? Follow them and search for them on Twitter, so when that interview comes you don’t just have the knowledge of a couple of news articles but a real time understanding of what people are saying about them.
• Follow recruiters, they often post job openings!
• Interested in Communications, PR, Advertising, Marketing or Technology? Check out #coldpavement a great informal networking event happens monthly learn about it through twitter!

You will be amazed as your tweets start to get re-tweeted or you get thanked for sharing cool information!

There is far too much to cover with Twitter so many ways to use it and so many examples of networking and job hunting success via twitter. At the end of the day Twitter places you and your personal brand into the conversation, if your not part of the dialogue someone else will be.

If anyone has tips about how to get listed, get more relevant followers or wants to tell me your twitter experience, leave me a comment or give me a shout out @belmontej  http://twitter.com/belmontej

[Via http://jordanbelmonte.wordpress.com]

Competition - the other 'C'

As promised, I wanted to quickly discuss competition and the role it plays in developing your marketing strategy.

Traditionally, Marketers approach competitive forces by completing a Strengths, Weaknesses, Opportunities, Threats (S.W.O.T.) analysis. These are effective at gaging your product or services position in the marketplace and where resources might best be focused.

Too often however, we get caught up in press release wars and the race of first-to-market. These tactics result in internally focused strategies and quickly, almost immediately, lose sight of the consumer and their needs; a fundamental marketing error. Yes, we must pay attention to the competition, but look only to determine what information is being brought to the industry or marketplace. Only then, can you forumulate an appropriate response that is valuable to your consumer.

An example.

Thought-leadership and the idea of “content as king” are getting a lot of buzz in the b2b marketing world lately. Do we watch what content the competitors put into the marketplace and then respond with our slightly better, slightly more insightful content? What is the result of this approach and how does it impact our customer base? We must vet our responses to all competitive content from the point of view of the customer and ask ourselves, am I responding to the competitor or educating the customer? More often than not, we are simply responding to the competitive focuses at play and disrespecting or ignoring the customer. The end result here is not that you’ve demonstrated superiour thought-leadership, but rather, thought-followership and have succeed at introduced confusion into your marketplace.

Don’t lose sight of your customer.

Of course we need to pay attention to competitive forces, more importantly we need to understand how these forces are impacting our customers and the marketplace. Respond to competitive content not for the sake of responding, rather in ways that represent your brand appropriately, support your position in the market and educate your customer. Only then will you be able to effectively combat the competition.

[Via http://adamhayden.wordpress.com]

Service Marketing

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"Sometimes you need their attention first," said the old farmer, who had just finished off his mule in the forehead with a two-four. End The mule, a little 'surprised, but he is tenacious and has initiated moves plow.

Perhaps Dell has some mule blood contains.

Dell is to discover what green marketing discover their fourth year of their career – namely, the service is a product. Like all products, quality and suitability for the needs of the customer determinesSuccess. Because the technology is complex, and users of technology can not last long without the support will be essential to differentiate the long-term economic success.

(A malignant part: if they are a good example of bad customer service, speak with anyone who can use web hosting from 1and1.com, a company that explores the depths of the customer routinely ignored. The horror stories about 1and1. Com technical support would be Reduced Steven King.)

Customers arewho are most vulnerable and often suffer from a degree of frustration when they decided to support the request. Support will be as important (if not more important) than the commodity itself.

Dell discovered this the hard way.

Once praised for customer service, Dell slid down the slippery slope to reduce the support of cutting costs. All he really cut his throat just as the Internet, but everything has exploded with terrible stories of support services for Dell.

ThenMichael Dell is back, some companies would enter inclination, and things turn during their service groups.

Of particular interest was the breaking news of Dell trying to offer flexibility in their services. Like most vendors, Dell has offered the service boxes "- set of predefined and rigid differentiated services. Often, customers found themselves with few options, either to buy services from less than they need, but they could afford, or pay for services that they need,For the few who did. This is the norm in the industry but not optimal for the customer. However, it is easy to understand, model, price, explain and sell.

In other words, is the product marketing people lazy.

Dell breaks this model, and this will probably be put ahead of the competition by Engendering lucrative service contracts and more satisfied customers.

(Under its new system for small and medium enterprises – consumers), the Customerto support specific modules instead of the typical gold / silver / bronze style support packages. Because every organization is different in terms of complexity of their IT infrastructure and the extent of their internal talent, their need for services is very individual. Some businesses need to get the support of Linux, while others have kernel hacker on staff. Others might have storage needs exotic, while others offer is not good with a simple NAS.

Dellensure that everyone gets what they need, and not think, not what they do.

Marketing has two points in this game. First, the creation of products that people want is the key to success in the door to begin. The service is part of the definition of products. Define the right offer service and take all the product easier to buy.

Perhaps more importantly, that the service is of paramount importance to customer satisfaction. And 'well-documented that customer satisfaction leads to highSales of repetition (more money),) positive word-of-mouth sales (plus customers (even more with more money) brings. not the services of law and offer them a good, it 's opposite effect.

Welcome back Michael. You get it.

[Via http://marketleaning.wordpress.com]

Three Most Important Words in Lead Generation: Convert, Convert, Convert

Recently, I had the pleasure of chatting with Jimmy Ellis the Director of Optimization Research at MarketingExperiments.com about their take on form optimization. I was pretty impressed.

I’ve been doing a lot of research on CTA and form optimization as I’ve been changing things up on oshyn.com. Of course, I didn’t want to change just for the sake of visual appeal – although that was a big part of my concern.

I’ve been reading different blogs and websites including my favorite MarketingProfs.com to find out the ‘best practices’ on forms that lead to conversions. We online marketers spend a lot of time, effort and money to get people to our websites, to forms, and it’s a terrible (yet preventable) loss when they fail to complete the form and convert to a lead. We often wonder, “WHY?”

It’s personal.

Often, when people arrive on your “landing page” with a form or CTA, they have arrived without knowing much about your company. They found you on Google, Twitter, Tumblr, a press release, Facebook, Bing, Yahoo, an

They don’t know much about your company, its reputation, how you will guard the information they supply in the form, whether you will bombard them with email follow-ups (aka SPAM to some) or phone calls. I recently completed a form on Gomez.com to download a research white paper to check the facts I was reading – and within the hour, “…I saw a note from my marketing team that you recently downloaded one of the Gomez white papers,” and while I appreciated the quick follow-up I felt a little like big brother was watching. I hadn’t yet had time to read what I downloaded!

Is it obvious?

So back to Jimmy Ellis. He showed me some case studies and explained the scientific methodology that MarketingExperiments.com uses to make forms and CTAs more effective. And (not in his exact words), as he put it, it’s not simply a matter of getting MORE leads so the marketing department can report a volume increase – it’s a matter of capturing the “right” leads. Oh Jimmy how your words were music to my ears. There’s something really frustrating about capturing a great volume of leads and realizing there is too high a percentage that can’t convert.

Why can’t they convert?

• They’re not a decision maker
• They’re a competitor (downloading your latest white paper)
• They’re just doing research
• They’re too big
• They’re too small
• They’re a partner

But sometimes….

They are a lead that can be nurtured. So it would help if you had a feature like Sitecore offers that allows you to ‘score’ leads to let your sales team know which lead to follow up on, or which approach to take.

Again back to Jimmy…

When you are designing your forms, there are many factors to take into consideration. So many that MarketingExperiments.com designed a scientific process for figuring this out for you. Their process seems to start with semiotics and user experience. When a visitor arrives on the landing page with the CTA or form – is it immediately obvious to them why they should continue and submit their information? Are you distracting the visitor with unnecessary clutter? Is it easy to learn more “About Us”? Is the information required in the form necessary and relevant? (You can ask for WAY too much information…and longer forms can deteriorate the frequency of completion.) Quite simply, does the form explain what benefit you will receive? Would it be better to split the form into two steps? And wait, before you go to your landing pages and start to attempt changes, stop and review your current analytics so you can TEST!

The last word (for now)

Forms and CTAs are crucial to your online lead generation success. But it is complex. It’s not just about visual appeal. It’s not just about copywriting. It’s not just about finding the magical numbers of fields in the form. It IS about understanding the nature of those finding your landing page and what motivates them to TRUST you and provide the (valid) information you are requesting.

I will be writing more in a future post….but in the meantime, check out MarketingExperiments.com – they’ve got some fantastic information about understanding optimization. http://www.marketingexperiments.com/

You can also follow them on Twitter.

And of course you can follow me too!

[Via http://breakingthemarketingrules.com]

The Long Tail Niche

In my class this semester we discussed an article “The Long Tail” by Chris Anderson.  He later wrote a book “The Long Tail” in 2006.  In Chris’s article he explains his theory of how the internet propagates a power law he calls the long tail. 

A brief explanation is the wall that is hit in the retail market is caused by a lack of shelf space, store area, even number of movie theater screens.  These limitations impact the amount of offering that can be carried whether if be music, video, books, food etc.  The effect is that physical locations are limited to selling higher volume sellers while products that don’t have a high demand are left off of the shelves.  The internet has changed this dynamic as Chris asserts in his theory.  Now the internet can provide consumers with a source for less demand products but the easiest is data that can be sent over the web as opposed to physical products though that exists as well.  As our choices are narrowing in the realm of traditional media, online media is raising the bar by filling the niche of harder to find media.  The purchase of the low demand products does add up and purchases show as a long tail.

Erin Scime’s article The Content Strategist as Digital Curator is a Part 2 to the Chris Anderson’s ‘The long tale’.  Erin takes this conversation to the next step by discussing how online media sites become curators of the media they provide. In a museum a curator is responsible for selecting and arranging art in a manner that conveys a story or is viewed as a collection. This same role is also seen in the world of digital media.

My personal daily use of Pandora is a prime example. In 2000 Tim Westergren founded the Music Genome Project. Previously in the film industry, Tim was aware of the factors directors looked for when sourcing music for their films. He and a group of music heads reviewed some 400 elements of songs. The project now has over 700,000 songs and songs are still reviewed and added daily. The Music Genome Project is used as the music selector in Pandora. When you select a band or a song in Pandora it selects a playlist called a “station” based on that selection and similarities with other songs based on the elements of a song. The playlist is further refined by giving songs a “thumbs up” or “thumbs down”.

Pandora uses the Music Genome Project (MGP) as a curator of your musical experience based on your taste. If you friend people on the website you can send each other “stations” making you a curator as well. Having been a user of Slacker and Napster I find that the MGP does the best job at matching my taste and I’ve found some great artists that I would not have found if not for the selection Pandora chose. Pandora’s digital content manager is a skillful curator or popular and more obscure music content. It’s the only place I’ve found one of my favorite disbanded groups, Captain Beefhart, more of a memory of college days then a current interest.  The Iphone quadrupled the Pandora membership in 2008 and their future deals with Ford, Alpine and Pioneer to bring Pandora into the automobile will continue to increase their membership.

I enjoyed the article and now see examples of this theory everyday so I wanted to share it with others.

References

Anderson, C., The Long Tail.

Scime, S. (2009) The Content Strategist as Digital Curator. A list apart. Retrieved on January 27, 2010 from http://www.alistapart.com/articles/content-strategist-as-digital-curator

Story and video clip about Pandora. http://www.usatoday.com/tech/products/2010-01-12-pandora-free-radio_N.htm

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