I am an excellent Googler. I would say Googling is up there in my top 3 talents, just above catching things like a secret service agent when they fall off the kitchen bench. My confidence in finding relevant 'on topic' material is high. I go by gut feel. With a quick turn of a phrase or change of a word I find excellent content in a matter of seconds. If you are enviously thinking - how does she do that? I have to say its not something I've tried to be good at, more something that has been evolved and crafted through the endless desire to research. I can literally bore people into an early grave with my knowledge on many a topic that has been researched to within an inch of its life. I dare you to ask me about turmeric, curcumin and the blood brain barrier. Nope, didn't think so.
Topics: SaaS Marketing
As a self-help junkie, setting up a digital marketing agency 4 years ago saw me swimming in a 50m pool of business books and seminars. One of the big stand outs in the chlorine packed body of information was the saying ‘Ready-Fire-Aim’. The thought behind R.F.A is that a lot of good stuff doesn’t happen because people wait to get everything perfect before they ‘shoot’. So for someone who sits seriously in the camp of ‘hurry up’ it was liberating to have my impatience (to get amongst it already) validated.
Some phrases and words I hear too much...like 'story telling', like 'reach out', like 'low hanging fruit' make me feel irrationally cross at the word. Not even the people saying the word (well ok a bit the people saying it) but more cross at the word itself. I would like to tell the word off for being so verbose and bold in the way it trots itself out on stage night after boring night like it is sooooooo much more important than the rest of the words.
I love Nandos. Cheeky, funny advertising, reasonably priced high quality food with friendly staff who know their free range (happy before dying) chicken. Their irreverent brand positioning can be seen consistently from their salt shakers through to their TV advertising. Beautiful marketing.
Topics: brand strategy
Show off: boastfully display one's abilities or accomplishments
- Oxford Dictionary
In the days of healthy self esteem and self actualisation, of positive parenting and praise. I'd like to reflect back to not so long ago when one of the biggest crimes in suburban Australia was to be 'Up yourself'. That's right one of the worst things that could be thrown in your direction was 'YOOOUUUU LOVE YOURSELF'. Usually followed by 'right Sharon?'
Young and old alike were terrified of encouraging a society of raging narcissist zombies who were going to eat them alive with their self obsession.
Topics: Content Marketing Agency
Two years ago I read The Millionaire Next Door, the revised, revised, revised edition. Why didn't they revise the title? What's one million dollars going to buy...one house! Anyway if you haven't read it let me save you $9.45 on the Kindle version and tell you in six words how to be rich - Be quite tight with your money.
After years of reckless spending, I decided to throw my all into this book. The first thing to go was the car. I needed a bigger one, so instead of upgrading my Audi, I downgraded to a Honda. I felt very smug about the money I’d saved on the purchase price and future service bills, which of course would be put into better investments. (Think self satisfied laugh and cat stroking in manner of Ernst Stavro Blofeld in James Bond)
Two years on however I find myself gazing longingly at European cars. The gorgeous rear of the Audi Q7, the handsome and bold stature of the Range Rover, the badge of a Volvo XC90 sitting just so, below the wiper blade.
I tell myself stories of five hour family car trips that would be spent laughing and joking. Of an interior cabin filled with the sound of Rogers and Hammerstein musicals, where my children and I would sing in perfect harmony and my superior vocals would finally be recognised. Of the love and admiration I would receive from friends and strangers alike on my fine choice of stylish vehicle.
Non of this is logical of course. It is all emotional. In real life, my children would still drop their food crumbs all over the floor, I would still feel car sick when navigating the Great Ocean Road. I would still be forced to turn off the Sound of Music for Taylor Swift and there would still be impossibly rude shouting from the back seat of 'SHUT THAT UP!' when I was mid way through belting out 'High on the Hill was a Lonely Goatherd. Lay ee odl lay ee odl lay hee hoo'.
My life with a European car would be exactly the same and quite frankly, logically it is crazy town to spend close to $100k on a car but the reason people do and the reason I want to, is all to do with emotions.
But that's cars, I hear you scoff, everyone gets emotional about cars. When it comes to B2B technology people are making much more rational decisions. Well, it turns out, they are not.
Antonio Demasio, in his book Descartes Error studied people that had suffered damage to their emotional brain centres which rendered them unable to feel. With IQ and rational centres of the brain still perfectly intact, these people stopped having the ability to make any decisions - even small ones.
Contrary to what science believed for the majority of the 20th century, humans make emotional decisions about absolutely everything and then find every logical reason in the world why they should actually go with their heart.
In a field like B2B technology that has a lot of complexity, intricate product details, logical systems and processes it is very easy to forget that this technology is being bought by humans. Those pesky beings who make decisions on everything whether it be personal or business based on emotion.
Emotions in a business sense rely on things like the purchaser or client knowing that you are going to make them look good, that you are going help them with the issues that give them pain, that you can be trusted not to rip them off, trusted to deliver and trusted to work.
So just how do you do marketing that appeals emotionally?
1) Make your brand positioning single minded - people's brains are full. Full with work, with family, with friends, with multiple email accounts, with multiple devices, they are on multiple social media platforms, they read multiple news sites, they are tired, they can be hungry and sometimes they are even hungover. So if you are at all confusing or overly detailed in the message you are delivering there quite simply isn't enough room in people's heads for you.
2) Entertain, engage or educate - facts are hard going. Humans are hard wired to absorb things that are interesting to them. We gravitate to things that make us laugh or make us cry, that have insights directly related to the struggles or the joys we have experienced. We like it when brands engage with us or educate us on how to improve our business or personal performance. And when people like you, they buy from you.
3) Be visible - In Thinking, Fast and Slow, Daniel Kahneman tells us that people trust other people the more they see them. Not necessarily because the people we see are anymore trustworthy than strangers but purely because we have been exposed to them. Brands are no different, people will choose you over another brand because continual presence rightly or wrongly equates trust.
So slowly put down the product manual, step carefully away from the functionality charts and give your customers what they really want..something from the heart. Although on second thought, maybe not a cuddle...a cuddle might just be a little too much heart. It is business after all.
Topics: brand strategy
I only speak 'Sound of Music' German and I may be reading into the situation a bit (I tend to) but I'm guessing from this clip that Homer is saying something that could have quite an impact on Santa's Little Helper. I imagine that if Santa's Little Helper (for the remainder of this article to be referred to as SLH) could understand what was required of him and how he could benefit, he would be motivated to act. Homer and SLH could then live a better, more peaceful life together. Sadly however, all SLH hears is blah...blah...blah..blah..blah....blah. This leaves SLH feeling confused, a little bit cross and none the wiser about what information Homer was trying to impart.
Topics: brand positioning
"Lone wolves may be stronger, more aggressive and far more dangerous than the average wolf that is a member of a pack. However, lone wolves have difficulty hunting, as wolves’ favourite prey, large ungulates, are nearly impossible for a single wolf to bring down alone. Instead, lone wolves will generally hunt smaller animals and scavenge carrion" Wikipedia
'Stronger', yep good, tick. 'Aggressive and dangerous' not good in heavy traffic but if you want stuff done, good, tick. 'Scavenges carrion', wait....... WHAT? Alone this big strong, angry, teeth baring machine with a fluffy covering can only manage to get the dodgy end of the forest foods.
Topics: Digital Strategy
We are celebrating this week with our feature in CIO APAC magazine's Top 25 Most Promising Sales & Marketing Solutions providers.
If you have 30 seconds up your sleeve click here and rejoice with us. If you only have 5 seconds, here are the top points (rejoicing still an option).
Topics: Content Marketing Agency
'Here's to waiting', the sign off to my all time favourite ad 'Guinness Surfers'.
Turns out there is something in it. Waiting or delaying gratification is associated with greater wealth, low levels of substance abuse, a smaller waistline and for B2B technology companies a content marketing program that brings in a steady flow of leads.
Topics: Content Marketing