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Archive for July, 2009

I’m following the most boring type of tweet ever – the automated feed – and as much as I would like to say “I would never”, I am!
Why? It’s Seth Godin’s blog πŸ˜›Β  I WANT to read Seth’s blog – and I’m easily distracted, therefor I need a reminder… Also, the Twitter account is FAR from false marketing! (Click the link – it doesn’t get much clearer than “ThisIsSethsBlog” πŸ™‚ )

In his latest post he talks about bad marketing tactics making one sale – and I couldn’t agree more. Is it really worth the one-time sales to not be honest? “But everyone else…” or “But the customers should really understand…” are the worst sentences I know – and I hear them way to often!

The customer shouldn’t really understand anything – the customer is after a good deal and might realize they got more than they bargained for… is that good or bad for you as a company? Well Seth says, every bad sale costs you 5 other. I wouldn’t bet my life on it, but probably 1 or 2.

What is it about a sale that makes people SO inclined to be borderline-honest?

I’m sort of proud of my naive outlook on sales – and it’s OK since I don’t want to do push-sales, I want to do marketing that turns into pull-sales…

It was actually my high school teacher who thought me a life lesson:

Every “browsing” visitor is worthy of being treated like a customer.
BUT, they are never a customer until they give you repeat-business!

I guess it’s goes with “Fool me once…” πŸ˜‰

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So, free has travelled to Sweden πŸ˜‰

Anderson’s book earned a book review in one of our big newspapers. Even though I never read it, I of course managed to sniff this up!

The writer is less than happy with Anderson’s idea of free, and he recommends his readers to choose Tyler Cowens “Create your own economy” instead.

I might pick him up on that…see, when I wrote the post on Free a week or so ago – I looked the book up on Scribd and saw it as the genius PR trick that “free stuff” generally is – BUT wait, in this Swedish reivew it said it was restricted to US only… I didn’t even belive it, so I checked for myself… But of course! (Btw, might be that I’m blind and it was always restricted. But it’s news to me)

I just don’t get it… a person like Anderson, in-tune with the new economy (according to him, and I belive him πŸ˜› )
Shouldn’t he possibly grasp the FIRST thing with internet – WORLD WIDE… not geographically restricted…

Did he just shoot his own theory in the foot?! I’m at a loss for words πŸ˜‰

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Reading Outspoken Media’s Online Reputation Management Guide – wherein they suggest protecting your name with a service called Naymz (I won’t link it, you could Google it, but I won’t recommend it πŸ˜‰ )

I haven’t heard of that service and therefor I googled…
Being the skeptic I am, I looked at the results that didn’t match the company URL… and whoop there it is…

BAD reputation for Naymz (Hey, guys, I recommend “reputation management” – oh wait, that’s your core business… never mind then)

Result no 3 is already not owned by Naymz… instead it’s Technology Evangelism talking about stalking – doesn’t sound like something I’d want πŸ˜‰

Result no 4 is the beez neez – Kung Fu Quip writes a hilarious (and scary) post about named service

Then there’s a lot (!) of results that doesn’t support my post…so I’ll just leave them be…

Nicolas Gill however writes a very to-the-point- post and trough him I learn that Naymz co-founder Tom Drugan acutally is making an effort to answer to the critzism – and oh, I acutally saw that post on Google as well, but I guess it didn’t stick. Looking at it again, I realize the comments started in Jan -08 and ended in Apr -09 – Poor Tom, he’s been working hard on Naymz reputation! He acutally answered Kung Fu’s post as well! Thumbs up for Tom Drugan. He’s persistent, you gotta give him that!

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Although I started the day with the outlook of NOT visiting new websites, it quickly collapsed. A good thing it did, because I stumbled on a couple of fun pages…

The procrastination dissolve-o-matic sounded like the best thing since sliced bread and the website was pretty amusing! (Although I’m using “site” loosely…) BUT, I’m not interested in spending 108 USD on snickering fun…sorry, but that’s just not me.

However, I’m not sure they actually EXPECTED anyone to buy anything – because at the very end there was a “free sampler package” – which I have of course ordered. I’m willing to pay with my email address πŸ˜‰

It all started with this page’s banner ads – maybe the best banner ads ever! (hey, I know, that’s not saying much)

I saw one saying Long live the pencil – and I DO love pen and paper, so naturally I had to click it.
Sort of a fun site of all 6 pages, and an awesome (?) deal on the book for 14 USD.
Ok, great, thanks! And I hit the back-button…

The question kept annoying me – Does humor sell?
My instinct would be to say – yes, always! And yet, I was scurrying away from sites doing just that – selling, with only their humor as an USP. (honestly I KNOW how to use pencils πŸ˜‰ )

My secont-to-best answer would be “yes, but the humor needs to be combined with trustworthiness.”

Good thing for Havi Brooks, since I poked around a bit more on her procrastination site – and found the actual site of FluentSelf – seems she’s the real deal, and it’s her conversational style to be fun! That’s enough for me to have a reason to come back to Havi’s – if nothing else, then as a source of inspiration!

I also found a couple of “proper” sales-letter sites, like howtosellyourebook.com – not particularly fun and still I would be out 97 USD for the benefit of reading their words…

As you’ve noticed before I’m a fan of FREE, but I’m even more a fan of content, well, in more than ONE page πŸ˜›
I also like ebooks as a marketing tactic, rather than as the entire scope of the offer…

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A couple of weeks ago InboundMarketing offered a free university And I, of course, attended! Information wants to be free, and all that.

But seriously, it was a REALLY good course with some really good professors. Overall I would say the lectures had a higher standard than the test – which is always the best way around πŸ˜‰

I plan on giving you the goodies in a blog post, but for now you’ll have to make due with my beautiful badge!

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The other day I was surfing around looking specifically for Swedish sites related to online marketing. Because although I love having peers on the other side of the earth, it would be nice to be able to attend an after work once in a while.
(For you who don’t know Sweden, 8 months is purely surviving the arctic cold, and therefore we get overly social during summer) πŸ˜‰

Anywhooo… I stumbled on this blogpost from Walter Naeslund and it’s a truly inspirational 17 minutes! It’s an embedded TED talk from Dan Ariely. Even tough it’s from TED Talks 2008, it’s always relevant in marketing.

He starts out on visual illusions and makes the case for decision illusions/cognitive illusions. Then he illustrates how organ donation is effected with opt-in vs. opt-in forms. Furthermore, choosing between two difficult options often leads to a non-decision and therefore people taking the default-option. From that he concludes that a third “unwanted” option, can help the marketers “most-wanted” option forward!

Key points:

  • Some visual illusions never change – not even when we KNOW what the outcome should be.
  • When faced with hard decisions, we tend to go with the alternative that was chosen for us, i.e. the “pre-checked” option.
  • A third “slightly uglier” option, will help the “slightly better looking” options popularity
  • Behavioral economics is about understanding peoples cognitive limitations, the same way we’ve already understood our physical ones.

Example on “visual illusion”:

I found the picture on Phylomeni blog – the picture links there.

Tables visual illusion

Tables example from TED talks 2008

Example on “default option”:

Organ donation willingness in Sweden is 86%
Organ donation willingness in Denmark is 23 %
Difference – Denmark uses opt-in, while Sweden uses opt-out
(Seriously, I did NOT know this, and I’ve lived in Sweden all my life)


Example from the Economist on “slightly uglier alternative”:

  1. Web subscription $59
  2. Paper subscription $125

or

  1. Web subscription $59
  2. Paper subscription $125
  3. Paper & Web Subsription $125

Seriously intruiging subject if you ask me! More to come…

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