Posts Tagged Tactic
Formulas, Goals, and the Battlefield
I usually agree with Seth Godin on most things, but this one is a bit too far out for me. I’ve included the entire post on his blog below, it short, and also a link to his blog if you want to read any of the comments there. So take a quick read and I’ll continue below:
The easiest way to sell yourself short is to compare your work to the competition. To say that you are 5% cheaper or have one or two features that stand out–this is a formula for slightly better mediocrity.
The goal ought to be to compare yourself not to the best your peers or the competition has managed to get through a committee or down on paper, but to an unattainable, magical unicorn.
Compared to that, how are you doing?
– Seth Godin
Formula: Short Sale
I do agree with Godin that many companies sell themselves short. Always trying to lower the bar in the hope of gaining a few customers. Where I disagree with Godin on this is that it’s not because of the comparison to competitors, but rather a poor strategy for taking consumers away from those competitors based on the tactics that are short sighted.
Goal: Long Term Relationship
The tactics you use should be based on the principle that your company is seen as the better choice. There are many areas a consumer could focus to answer this question. It is your job to make the answer self-evident when it come to comparing your company to your competitors.
We fight on the battlefield of the consumer’s mind. It’s one of the smallest battlefield you will ever find yourself on, about 6 inches. You should create campaigns that, hopefully, take up territory. And if you do it well, you should hold more ground then your competitors. The strategy is different for each company. It is based on the position of your product in the market place and how our competitors currently stand. We recommend following the “Marketing Warfare” strategies laid out by Ries and Trout. So make sure your strategy fits your goals.
Because the last time I checked … your consumers aren’t looking to buy Magical Unicorns … and I’m fairly certain you haven’t hired anyone with unicorn making skills recently.
Good Hunting and would love to read your comments on this topic.
- Notes From The Seth Godin Event: Pick Yourself (styleandthestartup.com)
- How To Move Your Brand From Good Enough To Remarkable (fastcompany.com)
- Sunday Shorts – Businesses Doing It Right Edition (dannybrown.me)
- The 10 Most Echoed Seth Godin Posts (davejafari.com)
- Education Manifesto ‘Stop Stealing Dreams’ by Seth Godin (connectwithyourteens.net)
So if you are anything like me, you are in submission to the fact that there is more to learn in this world then you currently know. The truly wise among us acknowledge that our current knowledge placed on the scale of all the knowledge will always find us wanting for the remainder of our days.
The trick is to stay on the cutting edge of information that helps us achieve our goals. One of the ways I have tried to stay sharp on specific topics is by using podcasts. I currently use iTunes (most convenient at this time) and my Android phone, with the help of iSync. There are a host of podcasts, mostly free but some cost nominal amounts, on iTunes that cover a wide range of topics.
New Updates on my Listening List
So here are latest additions to my listening list:
- BeanCast – deep dive into marketing topics
- EntreLeadership – Dave Ramsey‘s leadership and business podcast
- Let’s Make Mistakes – design but irreverent with some foul language.
- Marketing Over Coffee – quick ‘on they way to work drive’ worth of internet marketing news
- Social Triggers Insiders – on of the authors I follow on Google+
- This Is Your Life – leadership podcast
Dropped from my Listening List
- No More Weak Days – Daily prayer and Bible reading. Great concept but had a hard time struggling with the KJ and Message format in their reading plan. “1 Year Daily Audio Bible” is still my preferred choice for daily scripture reading (listening).
The important thing is to keep learning! Don’t stop. If you are starting a new project, search out a podcast and listen to it while driving or exercising.
I would love to hear about podcasts you have found helpful in your daily routine. Share them in the comments.
- Import iTunes Music Playlists to Android, Sync iTunes with Android over WiFi (ravidhavlesha.wordpress.com)
- Need help subscribing to podcast in Android (ask.metafilter.com)
- Subscribe to my award winning Marketing Podcast series. It is free! (garybembridge.com)
- DoubleTwist Adds Podcast Catalogue (geeky-gadgets.com)
- Import iTunes Music Playlists to Android, Sync iTunes with Android over WiFi (madrasgeek.com)
- Evernote Podcast #33 – Heavy Breathing Episode (evernote.com)
How many times do you find yourself in a slump. We need to shake off the old and create a new way of generating new ideas. We need to make some magic, create some sparks, razzle and dazzle, have some fun! When I read this post from Seth Godin it got me to thinking:
An end of magic
Arthur C. Clarke told us, “Any sufficiently advanced technology is indistinguishable from magic.”
Head back to the 1800s with a Taser or a Prius or an iPad and the townsfolk will no doubt either burn you at the stake or worship you.
So many doors have been opened by technology in the last twenty years that the word “sufficiently” is being stretched. If it happens on a screen (Google automatically guessing what I want next, a social network knowing who my friends are before I tell them) we just assume it’s technology at work. Hard to even imagine magic here.
How to Make the Magic
This is a fun exercise to take your team or department through. You can read about the process in one my previous posts “Exceptionalism: Focus on the Never“. But basically, take several idea lists you’ve created and follow the “Innovation Bonus Exercise” in the above post. Then take some of those ideas and create you own little science fiction episode of “Stargete”, “Sanctuary”, or “Startrek” in which your team runs accross a civilazation with advanced technology like some of the crazy items on your list and they now have to revewrse engenere it to gain the benefits of the new found technology.
You might be surprised how many of the way-out-there crazy ideas turn into actionable realistic projects for your team to investigate further.
It’s a fun off-site day, especially if you have a bunch of techie scifi geeks on your team!
I ran across this post at “Damn I Wish I Would Have Thought of That!” and thought it was worth sharing. Sometimes the act of finding a new client is as simple as seeing there is an opportunity to help someone with their situation.
May 15, 2011
Our neighbor had their gutters replaced yesterday.
Our gutters are (shamefully) falling off the house.
Why didn’t their gutter guy call us?
Your next customer is closer than you think — if you’re paying attention.
via Look up!.
Here’s an idea I worked on and provided my wife. And it WORKED! Generally speaking, create a thought stream of your loved one in any word processor. Don’t worry about sentence structure. Just type out any word that comes to mind. Don’t worry about punctuation. Don’t worry about duplicating words, in fact, that’s the point. The words that are most important should be repeated naturally in the thought stream.
Wordle Tag Cloud
You can create a cloud at Wordle.net for this exercise. Cut and paste your text into the box they provide. Below I have included a cloud created from one of my blog post. (I don’t think my wife would want to put my gift to her on this, it was a bit intimate … hint, hint)
Good hunting and good luck!
In “Success” magazine (Success.com February 2011) I found a great article on Jacky Chan. In this articles they list Jacky Chan’s 7 Traits for Success. I found his thoughts fit nicely into internet marketing as well. So I’m going to take his traits but add my own thoughts to each of his traits.
1) A willingness to crash and burn
I can’t stress enough that each internet marketer should try to fail, often, and big. Two phrases come to mind “Go Big, or Go Home!” and “Failure is an event, not a title!” Your embrace of risk might be the deciding factor that helps you find your niche.
2) A discipline for fitness
The key word being discipline. Fitness is needed for everyone, but in marketing, we need focus, intentional creative disruption. We often try many tactics for our clients. We need to perform our duties in such a way that our measurements tell us which tactic produced the results and then build on them.
3) A disdain for wasted time
As Zig Ziglar wrote in his “See You at the Top” recording your activities and understanding what it takes to create positive results in critical. Equally important is understanding what is not helping you create success. Avoiding time wasters are equally important then improving skills.
4) A need for alternative opinions
It’s important we seek out and study other disciplines and build on the lessons of those. Reading materials from other continents, or cultures. Subscribe to blogs from other marketers on other countries. Spend time discussing ideas on twitter or in blog comments. It will improve your ability to communicate your positions to clients and prospects.
5) A set of high expectations
Never be afraid to say “That’s not good enough” and demand more of the outcomes of your tasks and tactics. With internet marketing it often a series of “shoot, ready, aim” moments, but that doesn’t mean we can expect some impressive marksmanship!
6) An accurate moral compass
A marketer with no moral compass is simply a politician. Enough said.
7) A relentless sense of humor
By all means, have some fun. If you can’t laugh and laugh hard at your work, you will often find yourself ‘chasing rabbits’. I know we call it work, but push the limits, always create a version of your latest project that is an exaggeration of the client requirements. By creating this outlier, you will find your other ideas less risky and at the same time take some risks.
So which one of these traits caught your eye? Which of these traits are you doing well at? Which one of these traits do you need to work on? I’d love to get your feedback.
Enjoy! Good Hunting!
At some point with each of my clients the question will come up; Should I advertise here? The client, having seen how effective internet marketing can be, now begins to ask the age old marketing question of REACH. How do I expand my reach with this wonderful tool or environment? And if so, where? And if I stumble across somewhere, is this a good place to advertise?
Inside the question lies a misconception, a costly one. This misconception has been the death knell of many small business marketing plan’s attempts at internet marketing.
We hold these truths to be self-evident, that all ads and the locations they are found are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Attention, Re tension and the Guarantee of Profit.
Each failed attempt at increasing reach creates the awkward self-fulfilling prophecy that Internet Marketing doesn’t work in my business.
Russian Proverb: “Trust, but Verify”
The advice is simple, and profound. With each instance of advertising activity you must build in the process of measuring effectiveness. Internet Advertising has a distinct advantage over several other forms of advertising: rapid feedback. I think this is one of the reasons I like to work in the space.
Over time you will come to realize that certain activities produce results and others do not. The trick in moving forward is to build feedback loops into the campaigns so that your team and clients can understand the effectiveness of the new cost. Even more importantly, you will have the ability to answer the age old question; Should I advertise here?