Content marketing cannot just be an excuse to collect an email address. I give you my contact because I am interested in one piece of your content. You follow up to ask if I enjoyed it, and then you start sending out regular emails I have not asked for, on topics that barely touch on … Continue reading The quit stage
As an Italian abroad, I am a huge importer of pasta from Italy. When I saw this today, I got hopeful. The packaging is in Italian, but what got my train of thoughts started was the little branded tape that sealed the thing. It reads "comesifagarofalo.it". A custom site the producer really wants me to … Continue reading Right in the moment
What does a book from the 80s have to teach to marketers today? Let's see. Advertising is, for the most part, unwanted and unliked. In some cases, advertising is thoroughly detested. [...] In general, the mind accepts only that which matches prior knowledge or experience. Millions of dollars have been wasted trying to change minds … Continue reading Positioning
Reading this reminded me of the time I found a job ad for Social Media Manager listing 1,000 (or was it 10,000) friends on Facebook as a requisite to apply. We are easily mislead by what is not important, and so we believe that doing Marketing on social media is about metrics that are as much … Continue reading Metrics that distract
Banner blindness is a concept that dates back to 1998. It is a phenomenon according to which when scrolling a web page, we consciously or unconsciously ignore banner like information. As consumers (and therefore advertisers) shift towards audio consumption, I have the impression we are also developing a sort of advertising deafness. Similar to banner … Continue reading Deaf to ads
Start by assuming that people don't know. When you present an idea, when you share a thought, when you introduce your audience to your product or service, imagine how it would be to talk about that to somebody who is absolutely clueless. Chances are, they really are. Take Ikea instructions, for example. For as much … Continue reading Assume people don’t know
I am turning 40 in few weeks, and instead of getting some gifts, this time around I would be happier to actually give something. Books, specifically. Through my LinkedIn page, I am giving away four copies of Linchpin and three copies of What to do when it's your turn. Both books are by Seth Godin, … Continue reading Want a book?