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Twitter Tip and Resources – Part 84

Posted on 21 January 2015 | No responses

This is Part 84 of an ever-growing blog series, with each post featuring links to 10 useful, funny and/or provocative articles/lists/blog posts/videos/sites I’ve come across about how to use twitter more effectively (and how NOT to use it).

Here are the latest 10:

  1. “5 Tweets to Stop Sending Today” by Frances Caballo (@CaballoFrances on twitter), with good tips especially for authors
  2. “Getting Started on Twitter: How to Stand Out From the Crowd” by Lauren Dugan on the SocialTimes blog (@SocialTimes)
  3. “Study: How the top 100 brands use Twitter” by Jeff Bullas (@jeffbullas)
  4. “75 Powerful Ways to Get More Twitter Followers” by Garin Kilpatrick (@Garin) – I vehemently disagree with tip 21
  5. “The Top 50 Content Marketers to Follow on Twitter” by Adrienne Sheares (@SocialMediaDC)
  6. “14 Recent Changes to Twitter, Facebook and More That Social Media Marketers Need to Know” by Courtney Seiter (@courtneyseiter)
  7. “How to Market Your Business on Twitter Like a Pro” by Shawn Hessinger (@Shawn_Hessinger)
  8. “How To Get More Twitter Followers Without Breaking a Sweat” by Andrew Pressault (@AndrewPressault)
  9. “Seriously, Tweeting Doesn’t Have to be Complicated” by Jennifer G. Hanford (@JennGHanford)
  10. “The 2014 Twitter Marketing Strategies We Will Not Be Using in 2015” by Kevin Strasser (@kjstrasser)

For a list of links to Parts 1-83 in this series (which was born on May 19, 2009), see the Twitter category on this blog.

Would you like to recommend any other good twitter resources? I certainly don’t list EVERY article about twitter that I see – I might recommend an article that I disagree with, if I think it contributes something useful to the debate, but I won’t recommend an article that I think is badly written.

Happy tweeting!
Kay Ross
http://twitter.com/kayross

Books That Delighted Me in 2014 (And A Few That Didn’t)

Posted on 31 December 2014 | No responses

Here are some of the non-fiction and fiction books I read, enjoyed and was inspired by in 2014 (they weren’t necessarily published in 2014).

In each category, I’ve listed the books in order of my subjective preference. I’ve also listed some books that I wanted to enjoy but found disappointing.

With thanks to the public library system in Hong Kong (I borrowed lots of books from City Hall Library), and to Flow, my favourite second-hand bookshop, where I bought and recycled some books.

Non-fiction

This category includes books about marketing, branding, customer behaviour, business, personal development, healing, spirituality, psychology, the subconscious, meditation, mindfulness, the nature of reality, improvisation, creativity, storytelling…

  1. “Improvisation for the Spirit – Live a more creative, spontaneous, and courageous life using the tools of improv comedy” by Katie Goodman
    Brilliant and funny! My new favourite book.
  2. “The Art of Possibility” by Rosamund Stone Zander and Benjamin Zander
    Beautiful. Rosamund is a psychotherapist and painter; Benjamin is the conductor of the Boston Philharmonic – together, they offer practical tips, advice and anecdotes that “invite us all to become passionate communicators, leaders, and performers whose lives radiate possibility into the world.”
  3. “Emotional Alchemy – How the mind can heal the heart” by Tara Bennett-Goleman
    Inspiring, helpful, practical.
  4. “How The World Sees You” by Sally Hogshead
    An unconventional look at personality and branding that will help you to understand and market yourself better, and also to understand other people, how they behave, and how to communicate and work effectively with them.
  5. “marketing – a love story – how to matter to your customers” by Bernadette Jiwa
    Delightful, juicy, practical, provocative and unconventional. The marketing book I wish I had written.
  6. “The Antidote – Happiness for people who can’t stand positive thinking” by Oliver Burkeman
    Funny, fascinating and thought-provoking.
  7. “Joyful Wisdom – Embracing Change and Finding Freedom” by Yongey Mingyur Rinpoche
    I don’t consider myself a Buddhist, but I love the practical methods outlined here, and I enjoy the writer’s honest anecdotes about his personal experiences of and challenges with meditating.
  8. “From Workplace to Playspace – Innovating, Learning, and Changing Through Dynamic Engagement” by Pamela Meyer
    Brilliant! Lots of good stuff about play and improvisation.
  9. “Steering by Starlight – The Science and Magic of Finding Your Destiny” by Martha Beck
    A funny, challenging, no-BS toolkit of stories and exercises.
  10. “Wherever You Go, There You Are – Mindfulness meditation in everyday life” by Jon Kabat-Zinn
    Lovely!
  11. “Uprising – How to build a brand – and change the world – by sparking cultural movements” by Scott Goodson
    About how to communicate the purpose of your business, identify what will inspire people to support your cause, and make it easy for them to do that.
  12. “Chief Culture Officer – How to Create a Living, Breathing Culture” by Grant McCracken, an anthropologist
    About why and how to spot and act on the earliest signals of new cultural trends in society that could spell boom or bust for your company.
  13. “How Hits Happen – Forecasting predictability in a chaotic marketplace” by Winslow Farrell
    About what makes some products, services and ideas take off while others are ignored and forgotten.
  14. “Where Good Ideas Come From – A Natural History of Innovation” by Steven Johnson
    Fascinating! I love the author’s wide-ranging and voracious curiosity.
  15. “The Hidden Brain – How Our Unconscious Minds Elect Presidents, Control Markets, Wage Wars, and Save Our Lives” by Shankar Vedantam
    The author, a science correspondent, journeys through neuroscience, psychology and behavioural science to identify and explain our unconscious biases.
  16. “Drunk Tank Pink The Subconscious Forces that Shape How We Think, Feel, and Behave” by Adam Alter
    In the style of Godin, Gladwell and the authors of Freakonomics, the author shares anecdotes about the subconscious and sometimes surprising drivers of our behaviour. (“Drunk Tank Pink” is the name of a particular shade of pink that has a strange effect on people’s muscular strength.)
  17. “Overcoming Underearning” by Barbara Stanny (Full of practical techniques and exercises – I’m looking forward to studying the book with a mastermind group in 2015.)
  18. “Rip it up – the radically new approach to changing your life” by Richard Wiseman, Britain’s only professor for the Public Understanding of Psychology
    Down-to-earth examples and exercises about how our behaviour and physiology shape our feelings
  19. “Search Inside Yourself” by Chade-Meng Tan
    About Google’s in-house training program about mindfulness.
  20. “The Element – How Finding Your Passion Changes Everything” by Ken Robinson
    Brilliant.
  21. “The Book: On the Taboo Against Knowing Who You Are” by Alan Watts
    Fascinating, mind-blowing, thought-provoking.
  22. “The Holographic Universe” by Michael Talbot
    Mind-bending.
  23. “In An Unspoken Voice – How the body releases trauma and restores goodness” by Peter Levine
    This renowned psychologist explains his life’s work: healing PTSD by using the principles of embodiment.
  24. “Lead with a Story” by Paul Smith
    Worth recommending for its excellent ideas about how and why to use storytelling in business and marketing, but there are many annoying errors and inconsistencies that I wish the editor had spotted and fixed.

Disappointing Non-Fiction

  1. “Quiet: The Power of Introverts in a World That Can’t Stop Talking” by Susan Cain
    As someone who is half-introvert, half-extrovert, I found the book irritating – it seems the author protests too much about why introversion is better than extroversion.
  2. “The Improv Handbook – The ultimate guide to improvising in comedy, theatre, and beyond” by Tom Salinsky and Deborah Francis-White
    The authors share lots of good tips and games, but are annoyingly purist and judgmental about what kind of games they consider acceptable.
  3. “Unconscious Branding” by Douglas van Praet
    I couldn’t finish it because it was annoying – the writer didn’t know how to use hyphens in compound adjectives, or the “not only… but also…” structure. It needed a good editor.
  4. “The Innovator’s Dilemma: The Revolutionary Book That Will Change the Way You Do Business” by Clayton Christensen, a professor at Harvard Business School
    I couldn’t finish it – too much left-brain, analytical number-crunching for me.

Fiction

  1. “The Signature of All Things” by Elizabeth Gilbert
    A beautifully written, fascinating and unputdownable novel, imagining a 19th-century American woman who becomes a botanist and, independently of Charles Darwin and Alfred Russel Wallace, researches and writes her own treatise about the theory of evolution and natural selection.
  2. “The Invention of Wings” by Sue Monk Kidd
    A compelling tale, loosely based on the true story of Sarah Grimké, a 19th-century American campaigner against slavery. Lovely! I like all of the author’s other novels too.
  3. “Tapestry of Fortunes” by Elizabeth Berg
    About a group of women, friendship, diving heart-first into change, and love. Beautifully written, like all of Berg’s novels.
  4. “The Hundred-Year-Old Man Who Climbed Out of the Window and Disappeared” by Jonas Jonasson
    Playful.
  5. “Jitterbug Perfume” by Tom Robbins
    Delightful storytelling about the power of the sense of smell, spanning centuries of history and many cultures. Thanks to my friend Michele Davis for recommending it.

Disappointing Fiction

  1. “The Other Side of the Story” by Marian Keyes (I wanted to enjoy this novel because it’s set in the world of publishing, but I found it confusing and didn’t finish it – I couldn’t follow who the characters were or their relationships to each other, and didn’t find them worth caring about.)
  2. “Reaper Man” by Terry Pratchett (I’ve enjoyed most of the books in Pratchett’s “Disc World” series, but for me, this one was… meh.)

Dear reader, what was your favourite book of 2014?

Twitter Tips and Resources – Part 83

Posted on 8 December 2014 | 4 responses

This is Part 83 of an ever-growing blog series, with each post featuring links to 10 useful, funny and/or provocative articles/lists/blog posts/videos/sites I’ve come across about how to use twitter more effectively (and how NOT to use it).

Here are the latest 10:

  1. “A Scientific Guide to Writing Great Tweets: How to Get More Clicks, Retweets and Reach” by Courtney Seiter (@courtneyseiter on twitter)
  2. “How To Get More Twitter Followers: 24 Effective Tips To Grow Your Following Fast” by Adam Connell (@adamjayc)
  3. “The one massive opportunity most businesses are missing on Twitter” by Trevor Young (@trevoryoung)
  4. “23 Seldom-Used Ideas for How to Use Twitter Lists” by Kevan Lee (@kevanlee)
  5. “10 Useful Twitter Tips to Promote Your Small Business” by Brad Gerlach (@bradgerlach)
  6. “Why I Unfollowed You on Social Media” by Ann Zuccardy (@annzuccardy)
  7. “How to Get Noticed on Twitter — 15 Tips for Writers” by Carol Tice (@TiceWrites)
  8. “You Are Not Required to Participate on Social Media” by Phyllis Zimbler Miller (@ZimblerMiller)
  9. “Get More Followers And Increase Engagement With These 7 Counterintuitive Twitter Tips” by Roy Povarchik (@roypovar)
  10. “Why I Won’t Follow You Back” by Mandy Edwards (@memktgservices)

And a bonus for you: “Here’s Why You Shouldn’t Be On Twitter” by me, Kay Ross (@kayross)

For a list of links to Parts 1-82 in this series (which was born on May 19, 2009), see the Twitter category on this blog.

Would you like to recommend any other good twitter resources? I certainly don’t list EVERY article about twitter that I see – I might recommend an article that I disagree with, if I think it contributes something useful to the debate, but I won’t recommend an article that I think is badly written.

Happy tweeting!
Kay Ross
http://twitter.com/kayross

Here’s Why You Shouldn’t Be On Twitter

Posted on 8 December 2014 | 1 response

You shouldn’t be on twitter if:

NoEntrySign

  • You’re not willing to devote time, energy and creativity to it.
  • You’re not willing to respond when people tweet to or about you.
  • You only want to post pushy ads about your business, with links to your own site.
  • You think your company’s twitter account can be managed by a temporary intern.
  • You tweet nothing but a robot-generated list of the titles of, and links to, other people’s blog posts.
  • You think it’s OK to send an automated, impersonal Direct Message to every new follower, saying “Thanks for following. Visit our website at [link]”. (Here’s my blog post about why I hate that: “Death to Auto-DMs on Twitter”)
  • Your twitter page has the “egg” image instead of a photo of you.
  • You post an automated tweet every week that tells us how many new followers and retweets you’ve gained in the past week. (Nobody cares. Really.)
  • You retweet other people’s retweets of your own tweets.
  • You automate everything and post 10 scheduled tweets within a few minutes, then nothing for ages.
  • You haven’t tweeted for over a month.
  • You’ve created a twitter account but you haven’t tweeted at all.
  • Your bio says you’ll sell twitter followers. And oh, you only have 127 followers yourself, and most of them are bots.
  • You link your twitter and Facebook accounts, so that anything you post on Facebook automatically gets posted to twitter too, but it’s too long for twitter and gets cut off half…
  • You use the TrueTwit validation service. (Don’t. Just don’t.)
  • #You #use #a #hashtag #on #every #word.
  • You tweet lots of public @ messages to people, saying “Thanks for following.”
  • You often tweet “I posted a new photo to Facebook”, with a link to Facebook. (Sorry, nobody cares.)
  • You call yourself a guru or “the leader” in your industry.
  • You don’t credit the writer when you post content by someone else. (Here’s my blog post about that: “Crediting the Writer – It’s Just Common Courtesy”)

Twitter enthusiasts, do you have anything to add to this list?

Photo courtesy of Serge Bertasius Photography at FreeDigitalPhotos.net

 

A Feel-Good Story About A Cat – And Yes, It’s Relevant For Marketers

Posted on 25 November 2014 | No responses

I was watching one of those TV shows about a boss going undercover in her own business. She was talking to one of her employees, a young woman who was almost completely deaf in one ear.

The boss asked: “What would be different for you if you had a hearing aid?”, and the employee smiled and replied: “I’d be able to hear my cat meowing.”

Isn’t that interesting? She didn’t just say “I’d be able to hear”; she immediately thought of something very specific that had a powerful emotional meaning for her: hearing her cat meowing. (Happy ending: the boss paid for her employee’s new hearing aid.)

Everyone loves a picture of a cute cat, right?

Everyone loves a picture of a cute cat, right?

What does that story have to do with marketing?

When you talk or write about the benefits of your product or service, give specific, concrete, emotion-evoking examples. What do people get to be, do, have and feel as a result of using your product or service? And what would that mean for them? What would it look like in real life?

Avoid those vague, abstract platitudes that I see all the time: “You’ll feel better”, “You’ll take your business to the next level”, “You’ll be more confident”, “You’ll earn a six-figure income”… That’s all very nice, but so what?

How do you find those powerful “I’d be able to hear my cat meowing” examples that touch people’s emotions? Talk to your customers and potential customers, and delve deep to discover what they really want! Then, help them to see, hear, smell, taste and feel what their life will be like when their dreams come true.

I guess I should walk my own talk…

I don’t know enough about the specifics of your business and your dreams, but based on my experience with my clients, here are just some of the goodies you could get to be, do, have and feel when you hire me to work with you on your marketing (whether you’re a business owner or a corporate marketing executive):

  • Identify and attract your ideal customers, who become loyal, raving fans of your company
  • Stand out in a crowded marketplace, because people understand what you do, why you do it, and why they should choose you
  • Write and speak confidently and persuasively about your business, whether you’re writing marketing material, attending networking events or conferences, being interviewed by media people or pitching to potential investors, so you attract more of the right kind of clients, staff, allies, media coverage, funding…
  • Charge more for your products and services, because people perceive that they’re worth more
  • Sell more of whatever it is that you sell, and make more money, so that you and your business can make a bigger difference in the world, and you get to live the lifestyle that makes your heart sing
  • Let go of the fear, confusion, frustration and overwhelm you’re feeling about juggling all the marketing tasks for your business, on top of everything else you have to do
  • Feel relieved and satisfied, knowing that your marketing is getting results and your business is thriving. And then your dad will be proud of you!

If you’d like some of that, let’s talk, OK?

And I’m curious – what do your customers get to be, do, have and feel? Whether or not you want to hire me right now, I’d love to hear about you and your business, so please leave a comment.

Image courtesy of stay2gether at FreeDigitalPhotos.net

 

You’re Fascinating! Here’s Why

Posted on 20 August 2014 | No responses

Have you heard of Sally Hogshead? She’s a branding expert and an authority on the science of fascination, and she has just launched her latest book, “How the World Sees You”. I’ve followed her online for several years, and I recently listened to a fascinating live webinar by her.

HTWSYbookcover

After several years of in-depth research, Sally has developed a personality profile system that she calls the Fascination Advantage® Assessment. She has identified seven “advantages” – the way you naturally stand out and add value:
Innovation – you change the game with creativity
Passion – you connect with emotion
Power – you lead with command
Prestige – you earn respect with higher standards
Trust – you build loyalty with consistency
Mystique – you communicate with substance
Alert – you prevent problems with care

It takes about five minutes to complete the online questionnaire, and you’ll receive a report that tells you your highest-scoring and second-highest-scoring advantages – combining the two gives you your archetype. You’ll learn which communication styles are your most natural strengths, and are most valuable and appealing to others, so that the world sees you at your best. (I like what Sally said in the webinar: “What you do can be commoditized; who you are is unique.” And this quote from her book: “To become more successful, don’t change who you are. Become more of who you are.”)

Sally’s system fascinates me because it not only helps me to understand (and market) myself better, it also helps me to understand other people, how they behave, and how to communicate effectively with them. That’s important for me, because I’m a marketing consultant, editor and copywriter.

People often ask Sally how the Fascination Advantage system differs from other well-known tests such as the Myers-Briggs Type Indicator (I’m INFP) and the DISC profile (I’m off-the-chart high D and high C). She explains that those tests show you how you see the world (which is very useful to know), while the Fascination Advantage® Assessment shows you how the world sees you, based on the cues and signals that you’re sending, intentionally or unintentionally. Also, most personality questionnaires are based on psychology, whereas the Fascination Advantage® Assessment is based on branding – it gives you clues for crafting your marketing messages, playing to your natural strengths, making a brilliant impression, and communicating how you add distinct value to a team.

I’m a Catalyst

I’ve done the assessment, and my archetype is The Catalyst. That means my primary “fascination advantage” is Passion and my secondary one is Innovation.

  • Passion = expressive, intuitive, engaging
  • Innovation = creative, visionary, entrepreneurial

According to Sally, being The Catalyst means I:

  • make a vibrant first impression
  • am valued for my enthusiastic approach and ability to generate ideas
  • am buoyant and social
  • embrace new situations and relationships with zeal
  • speak with flair and use expressive gestures
  • add value by starting action
  • create change
  • am most likely to contribute when I’m emotionally involved
  • know how to captivate an audience (oh, and I’ll be teaching two public workshops in Hong Kong in September: “Improvising Entrepreneurial Success”, about applying an improvisational mindset to business, and “Give ’Em Something To Talk About”, about the power of storytelling and content marketing)

So The Catalyst usually shines in the spotlight, and frequently seeks personality-oriented careers such as PR, marketing and customer service. He or she is an out-of-the-box thinker who often ignores “the box” entirely, and performs at their best when doing work that demands untraditional thinking. He or she often dislikes repetitive, linear tasks, and can become bored and distracted if forced to adhere to a rigid set of rules.

That certainly sounds like an accurate description of me! So I had to laugh a few days ago when a stranger who wanted to connect with me on LinkedIn wrote this comment: “I found your picture is really good and gave me an impression of energetic and positive.”

Kay framed e

So What’s YOUR Archetype?

Sally has generously given me a code that allows me to invite my friends, followers, subscribers and clients to take the Fascination Advantage® Assessment – for FREE (it usually costs US$37). This offer is valid until October 4, 2014.

To find out what your archetype is, go here and use the code EBL-CatalystKay to do the questionnaire (five minutes of your time, honest!). Then, you’ll receive a report about your archetype and your primary, secondary and dormant advantages. As Sally says, “The greatest gift you can give someone is to show them their own highest value.”

And if you buy Sally’s new book, “How the World Sees You”, and send a copy of your receipt to her team at hello[at]howtofascinate[dot]com, you’ll get access to a whole stack of bonus material about how to apply the ideas. (I don’t get an affiliate fee for recommending Sally’s book; I just like sharing information that I know will benefit the people I care about.)

I’d love to hear what your Fascination Advantage archetype is, so please email me and let me know.

How to Write a Media Release and Influence a Journalist – Part 23

Posted on 15 August 2014 | No responses

This is Part 23 in an ongoing series of blog posts I’ve compiled about how to write effective media releases and pitches, and how to influence journalists and bloggers (with integrity, of course) so you get the publicity you want.

Each part in the series lists 10 (or sometimes more) articles, videos etc. by various people. For a list of links to Parts 1-22, see the Media Relations category on this blog. This series used to be titled “So You Want to Write a Media Release and Influence a Journalist?”

Here are the latest resources:

  1. “How To Get Media Coverage For Your Startup: A Complete Guide” by Leo Widrich (@leowid on twitter)
  2. “Your Press Release Copywriting Is Not Exciting” by Stephen  Marsh (@smcopywriter)
  3. “Hack the Press: How to do PR for Startups” – Slideshare presentation from TheFamily (@_thefamily)
  4. “Pitching tips from a former reporter” by Holly Zuluaga (@hollyzuluaga)
  5. “9 ways to make reporters fall in love with you” by Michelle Garrett (@PRisUs)
  6. “10 Top Tips for How to Pitch a Blogger Effectively” by Hugh Anderson (@hughforth)
  7. “12 Ways to DO and NOT DO a Social Media Press Release – MSF Medecins Sans Frontieres” by Laurel Papworth (@SilkCharm)
  8. “Pitching journalists in the social media era #Demand14” by BLUE (@coxbusiness)
  9. “10 signs of a horrendous press release” by Maggie Holley (@maggiedholley)
  10. “4 ways startups can build relationships with reporters” by Colleen Kennedy (@colleenrkennedy)

Would you like to recommend any other good resources on this topic? Please post a comment (but beware: I’ll delete spam) or send me an email. I won’t list EVERY article I see; I’ll only recommend articles that I think are well written and that add something useful to the debate.

Kay Ross
http://twitter.com/kayross

Twitter Tips and Resources – Part 82

Posted on 14 August 2014 | No responses

This is Part 82 of an ever-growing blog series, with each post featuring links to 10 useful, funny and/or provocative articles/lists/blog posts/videos/sites I’ve come across about how to use twitter more effectively (and how NOT to use it).

Here are the latest 10:

  1. “Tweet THIS, Not That! 12 Things Not to do on Twitter” by Molly Greene (@mollygreene on twitter)
  2. “13 reasons to mute people on Twitter” by Samuel Gibbs (@SamuelGibbs)
  3. “21 reasons why I know you’re not serious about using Twitter for business” by Andrew Knowles (@andrew_writer)
  4. “5 Reasons You Should Never Outsource Your Social Media Marketing” by Garin Kilpatrick (@Garin)
  5. “10 of the Most Annoying Things People Have to Stop Doing on Social in 2014” by Hillel Fuld (@hilzfuld)
  6. “How Automating Your Social Media Content Can Hurt Your Brand” by Jonathan Crossfield (@Kimota)
  7. “Read This Before You SELL SELL SELL Books On Twitter” by Rachel Thompson (@RachelintheOC)
  8. “The ultimate beginners guide to Twitter” by Mike Morgan (@meetmikemorgan)
  9. “Oh dear! People won’t follow you on Twitter? Here is why!” by Greg Savage (@greg_savage)
  10. “Twitter Inc. (TWTR) Users Are 3X More Likely To Follow Brands Than Facebook Users! 81% Of Brands Fear Social Media Presence Due To Possible Misuse! [INFOGRAPHIC]” by Varun Nayak (@umessi10)

For a list of links to Parts 1-81 in this series (which was born on May 19, 2009), see the Twitter category on this blog.

Would you like to recommend any other good twitter resources? I certainly don’t list EVERY article about twitter that I see – I might recommend an article that I disagree with, if I think it contributes something useful to the debate, but I won’t recommend an article that I think is badly written.

Happy tweeting!
Kay Ross
http://twitter.com/kayross

What’s the Point of Marketing?

Posted on 5 June 2014 | 2 responses

Why is marketing important? And what’s the point of marketing YOUR business?

Lots of business owners I speak to – especially in the helping, healing and service professions – feel uncomfortable about the very word “marketing”. They think marketing is pushy, sleazy and unethical (unfortunately, when it’s done badly, marketing can be like that), and they don’t want people to perceive them that way.

So they coyly couch the word “marketing” in terms they think are more acceptable, less scary: “public relations”, “branding”, “publicity”, “building a tribe”, “sharing”…

But let’s get real! Think of all the activities you might do that fall under the wide umbrella of marketing:

  • Researching and designing your products and services
  • Ensuring that every customer’s experience is user-friendly, delightful, amazing…
  • Creating a website
  • Writing effective and shareworthy taglines, brochures, blog posts, enewsletters, white papers, books, ebooks, emails, video scripts, tweets…
  • Advertising
  • Producing flyers and posters
  • Doing surveys
  • Creating videos
  • Sending out media releases and doing interviews
  • Creating promotional materials and corporate gifts: t-shirts, calendars, pens, coffee mugs…
  • Gathering testimonials
  • Doing webinars and teleseminars
  • Printing business cards
  • Having a booth at a trade show
  • Offering discounts, coupons, loyalty cards, membership programs…
  • Offering no-cost samples of your products or services
  • Creating affiliate deals
  • Doing competitions
  • Attending networking events
  • Public speaking engagements
  • Corporate Social Responsibility programs
  • SEO (search engine optimisation)
  • Creating social media accounts
  • Following/liking people and companies on social media
  • Asking people to “Like” your Facebook page
  • Sponsoring worthy causes
  • Getting a professional to design your logo, staff uniforms, shop or office interior…
  • Doing flashmobs
  • Commenting on other people’s blog posts
  • Training your staff

What’s the point of all those activities? It’s to build the “like, trust and respect” factor, to build awareness and word-of-mouth buzz, to be seen as a responsible corporate citizen, to make your company’s online content easily findable and shareable, to establish and nurture relationships, to be seen as a thought leader, to get media coverage…

I.Heart.Marketing

And deep down, what’s the point of all THAT?

It’s to sell more of your products and services, more often, to more people, preferably at a profit, right?!

Just to be clear: I’m not recommending that you sell useless crap, and I’m not advocating mindless, wasteful consumerism. But if you’re in business, you want to sell your products and services and make a profit so that you can keep on serving your customers, employing your staff and making a difference in the world, don’t you? Otherwise your business is just an expensive hobby.

So please don’t be apologetic about marketing.

The lesson: As Sergio Zyman, the former chief marketing officer at The Coca-Cola Company and the author of “The End of Marketing As We Know It”, said: “The purpose of marketing is to sell more stuff.” (I like that quote so much I use it on my website.)

Action steps:

  1. Let go of any beliefs you have about marketing being pushy, sleazy and unethical – they’re not helping you, or the clients who want and need your products or services.
  2. Get very clear that EVERYTHING you do in your business has marketing implications, because everything you do affects people’s perceptions, motivations and expectations about you, your company and your products and services, and that affects their behaviour: they’ll either buy from you or they won’t. (In fact, my definition of marketing is: Managing perceptions, motivations and expectations.)
  3. When you’re considering any potential marketing activity, ask yourself: “How is this going to lead to actual sales?” (I’m not saying it’s easy to measure that process – that’s another story.)

I’d love to hear what you think. Do you enjoy marketing yourself and your products and services, or does it make you cringe? Please post a comment.

Twitter Tips and Resources – Part 81

Posted on 25 May 2014 | No responses

This is Part 81 of an ever-growing blog series, with each post featuring links to 10 useful, funny and/or provocative articles/lists/blog posts/videos/sites I’ve come across about how to use twitter more effectively (and how NOT to use it).

Here are the latest 10:

  1. “7 Twitter Turnoffs” by Sabina Varga (@supergoodcopy on twitter)
  2. “4 Reasons Your Tweeting Immediately Kills My Interest” by Jonathan Payne (@SocialGamePlan)
  3. “10 Golden Rules of Twitter” by Garin Kilpatrick (@Garin)
  4. “Quoting Tweets Is Fine, But Twitter Would Rather Not Say So” by Jeff Bercovici (@jeffbercovici)
  5. “What to Tweet When You Don’t Know What to Tweet” by Douglas Idugboe (@douglasi)
  6. “The Twitter Strategy Guide: 14 Twitter Tips to Take Your Tweeting to the Next Level” by Kevan Lee (@kevanlee)
  7. “21 Social Media Tips You’ll Wish You’d Known Sooner” by Mike Spohr at BuzzFeed (@BuzzFeed)
  8. “3 Twitter best practices that unlock business success” by Mark Schaefer (@markwschaefer)
  9. “50 Tweetable Twitter Tips You Wish You Knew Years Ago” by Diana Urban (@DianaUrban)
  10. “How to Get More Readers to Share Your Blog Posts on Twitter” by Diana Urban (@DianaUrban)

For a list of links to Parts 1-80 in this series (which was born on May 19, 2009), see the Twitter category on this blog.

Would you like to recommend any other good twitter resources? I certainly don’t list EVERY article about twitter that I see – I might recommend an article that I disagree with, if I think it contributes something useful to the debate, but I won’t recommend an article that I think is badly written.

Want to share this post? Here are some tweets I’ve prepared for you:

Click to tweet: “Twitter Tips and Resources – Part 81” by @kayross http://bit.ly/1mjapSi #twittertips

Click to tweet: Thanks @kayross for compiling this list of 10 great blog posts full of #twittertips. http://bit.ly/1mjapSi

Click to tweet: To tweet more effectively, see this list of blog posts compiled by @kayross http://bit.ly/1mjapSi #twittertips

Happy tweeting!

Kay Ross
http://twitter.com/kayross

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