A couple of examples of how to make advertisement in the shape of content, or content in the shape of advertisement. Anticipated. Personal. Relevant. Both are from the last episode of the podcast Pivot, with Kara Swisher and Scott Galloway. First, around minute 19:10, during the break for commercials, Kara interviews Gavin Belson, the fictional … Continue reading Only if you kill it
The more words you use to describe what you do, the less the chances it's going to be relevant for the person you are introducing it to. We got used to jargon, adverbs, adjectives, buzz words, complex sentences, convoluted paragraphs, confusing language tricks and zero substance. Our brain is trained to disconnect as soon as … Continue reading Get to their point
What if you would become an expert in things those you seek to serve are interested in? What if, instead of 20 blog posts a month you would write only one this time around? And then the next month. And the next. And the next. What if you would have the time to thouroughly research … Continue reading How would you feel?
Do you ever bother to openly ask? A team member, what they would like to work on. A customer, how they will be using your product. A user, what topic would they be happy receiving content about. Your partner, how would they feel if something would happen. Your boss, what's keeping them up at night. … Continue reading Openly ask
I can find all the praises for your product or service easily. I can talk to one of your reps in minutes. If I prefer so, your chatbot will guide me to the content most relevant to my situation. I can painlessly answer a survey to help you improve your website, and with one single … Continue reading A whole lot more
There are many different ways to address any case. Unfortunately, you probably have resources (attention, money, energy, motivation) to try one or two of them at the same time. The point is then to avoid lengthy discussions about which way is the better (not to mention pointless scenario-building that change the rules of the case), … Continue reading Do, measure and adjust
Your company is not going to win on features and product. It is almost boring to say this out loud, and yet many still think that the fact their product is better than their competitors' is going to give them sustainable competitive advantage. Your product needs to be good, as infallible as it can get, … Continue reading Take marketing seriously