Tag: relationships

In check

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Most of the decisions we take are evaluated based on their outcomes. And so we find ourselves telling a story around how we chose that option over the other one because of that last minute information we got, or because of the underlying trend we picked up, or because of that opportunity that suddenly presented itself.

Of course, that is only a story. It’s called rationalization. The truth is, there is very little of rational in what we decide to do at any given time. Even in complex decision-making processes (B2B purchasing, for example), what eventually moves the needle is often an emotion, an opinion, a story better told, the friction between two parties.

How to keep the decision-making process in check is a better problem to address (vs how we can replicate good decisions/avoid bad ones). And understanding how people make decisions (all people) is essential to the career of each marketer.

Maximum effect

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Who is your main antagonist?

Is it the person cutting the line? Is it your partner who does not understand what you want? Is it your friend that never calls you? Is it that big company with unlimited resources to come after you? Is it the new start-up that does not play by the rules? Is it the government trying to regulate a previously unregulated field? Is it the customer who does not understand the change you are making in the world? Is it your boss who cannot see you for what you are really worth?

Or is it you?

Your bad day, your contrasting goals, your lack of capabilities, your unwillingness to compromise, your rigidity, your inability to express your needs, your stretching yourself too thin.

Put your focus where you can maximise the effect.

Connected

FabrizioLeave a comment

There’s what you do. And there’s the effect of that on the people helping you get there, the community you live in, the environment surrounding you.

The two things are deeply connected and should not be considered apart.

The first reader

FabrizioLeave a comment

Three things to keep in mind when you are writing a marketing message.

The other person does not know. Even when they share your same background, even when they face similar challenges, even when they have already tried similar products, even when your name is known and celebrated. Who reads does not know what you mean, what you care about, why you are good for them, why you are interrupting their day, and a whole lot more. And if they are left doing the effort to figure that out, they are gone.

The other person does not care. You might have the most brilliant invention of the past two decades, a flawless and unmatched technology, a fantastic company culture, and the most talented people working in each of your teams. Who reads cares literally zero about all of this, they have their own inventions, technology, culture, people and agenda. And if they are left building the bridge on their own, they won’t even start.

The other person is a human being. When you enter a room full of people, you most likely will not talk about “future-proofing”, “streamlining”, “best-of-breed”, “capabilities”, “artificial intelligence”, and so on. The mind of who reads gets fuzzy when they are faced with inflated jargon, they stop focusing on the message and they start thinking about what they should do instead. And if those are the words you are building your message around, they will find someone who treats them as a person.

Of course, the most important thing to remember is the fact that you are the first reader of your marketing messages. If something does not sound right, if something is unclear, if what you are producing is not what you would read in your own time, reasearching a product, seeking a solution to a problem. Then others will probably not find it more compelling.

Fake

Fabrizio1 Comment

[During the first three quarters of 2019], Facebook has shut down 5.4 billion fake accounts on its main platform, but millions likely remain, the social networking giant said Wednesday. That’s compared to roughly 3.3 billion fake accounts removed in all of 2018.

CNN Business, full article here

Let that sink in.

In Q3 2019, Facebook reported 2.4 billion monthly active user, and at the same time they had to remove almost 600 million fake users per month since the beginning of the same fiscal year.

The fact that Facebook is doing something about it is praiseworthy, yet isn’t it perhaps time to have a first principles look at how social media accounts are created?