Tag Archives: seth godin

Direct VS Mass Marketing

13 Oct

I have a new product coming out for Nosey Parker.  It’s fabulous, however, I  have to decide to Mass Market or Direct Market.  The decision is difficult because I can see all different types of women enjoying the product, however, typically Nosey Parker is geared towards a higher income demographic of shopper.

Seth Godin says ‘A mass marketer needs to reach the masses, and to do it in many ways, simultaneously. The mass marketer needs retail outlets and fliers and a website and public relations and tv ads and more more more and then… bam… critical mass is reached and success occurs.  The direct marketer, on the other hand, must get it right in the small. That pitch letter can be tested on 100 houses and if it gets a 2% response rate, then it can be mailed to 100,000 houses with confidence.  The mass marketer is betting on thousands of tiny cues, little clues, and unrecorded (but vital) conversations. The direct marketer is measuring conversion rates from the first day.  Get it right for ten people before you rush around scaling up to a thousand. It’s far less romantic than spending money at the start, but it’s the reliable, proven way to get to scale if you care enough to do the work.”

You would think that would help with my decision.  The issue is that his opinion is great when you are trying to get business.  I’m not.  I am relaying information for clients.  So, I am helping them get business.  Do I want to create a stir with everyone or do I only want to hit those who would shop with my clients?  I won’t create buzz as fast if I don’t mass market.  However, creating ROI for my client should be of utmost importance. I think I answered my question. 🙂

 

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Is Human Intellect 95% Feelings?

7 Apr

My background is information technology – 23+ years actually.  When I had to study advertising and marketing to write my business plan for Nosey Parker, the goal was to help small business quantify buyers.  So I needed to know how they currently track results from traditional advertising methods. The first question I ask was “Show me your stats. Give me some evidence of how this works.”  As a past systems engineer, I was very into fact-based discussions.  What I learned is that no matter how much evidence you have that something works or doesn’t work, if a mind is made up for whatever reason, this type of fact -based salesmanship is pointless. There is also a comfort in staying with the same old thing because it’s been around along time.

I was talking to a boutique once and ask them the results they achieved from a print publication.  They said that over the years it’s been hit and miss but that the opportunity to be seen by 75k+ people was the biggest enticement.  However, they could not tell me how many clients they had gained over the years from all of their ads.  I called it playing darts, which they thought was slightly insulting. I also made the mistake of pulling in my own personal preference and behaviors in regards to looking at advertising.  I don’t look at ads online or in most publications to be honest … except in InStyle Magazine  … my mindless pleasure.  I watched an Ignite Video once called “A Barbie Girl in a CS World” – that’s me, kinda.  When speaking with the boutique, I was assuming everyone was me.  They are not.

It is hard to associate comfort, relationships and the “nontechnical factors” when you are a statistics based person.  Give me the facts not your feelings.  Guess what?  I am quite sure now that the human intellect is made of 95% feelings for the most part.  Ignoring it will get you nowhere fast.

I was reminded this week of the selling game, gaining clients by permission, building relationships when my 18 year old son text me the following:  “Mom, a pacemaker company brought all the doctors and nurses here in the ER lunch today from Caruso’s!!! So cool, right? I can’t wait til I’m a doctor!”  I am sure that if you just read the stats and information on results from this pacemaker company, you could make a decision on whether you should put it in a human body.  However, with lots of competition and everything being equal … who to use?  The one who brings us lunch that’s who!

According to permission marketing guru Seth Godin “evidence isn’t the only marketing tactic that is effective. In fact, it’s often not the best tactic. What would change his mind, what would change the mind of many people resistant to evidence is a series of eager testimonials from other tribe members who have changed their minds. When people who are respected in a social or professional circle clearly and loudly proclaim that they’ve changed their minds, a ripple effect starts. First, peer pressure tries to repress these flip-flopping outliers. But if they persist in their new mindset, over time others may come along. Soon, the majority flips. It’s not easy or fast, but it happens.”

So true. Press on and go buy someone lunch.

You Can’t Please Everyone! Niche It!

16 Feb

I like the word “Optism” almost as much as I like “Perketing”.  My word goes beyond just “opting-in” to include marketing – so that’s why it’s better. 🙂  That being said, I read articles on “Optism” a lot, not only for my own business but to understand all that goes into it … like putting customers or readers at the heart of what I write.  I am still working on that because we are taught to educate the masses and get a percentage of the masses to pay attention.  My competition for Nosey Parker is in big cities… like New York and Seattle.  I stay away because even though it may make my life easier in the short run, longevity and competing with the next best thing comes into play too much.  My goal for Nosey Parker is to be highly “nichey” – if that’s a word.  69% of my subscribers read my newsletters from Nosey Parker.  I’d love it to be higher but for now, I am very happy with that number because I know everyone’s email box is bombarded.  I receive approximately 10 emails an hour over five email addresses in a 16 hour period everyday.  A lot of the emails are social media notification of fans/followers as well but many are not and have to be read and responded to.  I sympathize with you and of course, me!

What should you do?

  • Ask for permission for anything you don’t already have permission for.
  • Be Friendly.
  • Only ask once.
  • Be honest about what you are doing with their information you collect. No surprises or illegal uses!
  • Opting out should be easy.
  • What is your reason for getting permission?  Is it a good one? Great content, interesting information, etc.  Otherwise… why get another email?

The permission marketing guru of the world says “Get it right for ten people before you rush around scaling up to a thousand. It’s far less romantic than spending money at the start, but it’s the reliable, proven way to get to scale if you care enough to do the work. – Seth Godin

What do you think? Was that good info? If so, may I ask your permission to go opt in to my RSS feed! http://feeds.feedburner.com/Perketing

ATTENTION CAPTURING: CAN YOU DO IT?

2 Feb

I find it very easy to just start writing and get all technical.  Sometimes I just feel that most people are interested in the content of the subject matter, not in me personally but I guess it’s not true.

The following tips are from Copyblogger, one of my favorite information gathering sites on attempting to be a good blogger and one that does it right.  I fail frequently because of time constraints with my real job, but that being said, I’ve gotten new clients because of what I have done so far… so that is good!  An example of “Attention Capturing” success is a post that was written for a client for facebook.  One of my proprietary packages is writing copy to get fans/followers to respond to clients post.  The client is an import furniture store and they frequently posted pics of new furniture and would list the price point.  One of my favorite pieces in their store are the custom frames that were built by a family friend.  They look like a piece of furniture.  The post that was written that grabbed a lot of attention was this: “Frames so nice, even your ex-husband will look good.  If you don’t have one, you can borrow mine!”  The store owner approved it and it was posted.  That post generated 18 responses within an hour.  Another post: “We love Norman and we love Swadley’s BBQ!”  Amazing response to that one and of course, you have to cater it in after that.  I have a 1 in 5 rule when I write post.  For every 5 post, only one better be advertising.. the other need to be relational statements ending in a question.

That’s my attention capturing story … hope it worked!

When blogging or writing email newsletters, here are a few tips from Copyblogger I found to the point and concise:

  • Perception is everything. Make your point crystal clear. Tell stories, describe personal experiences.
  • Make it personal. Immediately get attention by telling about yourself or comparing a life lesson to your topic.  People are voyeurs.  They want to know your business.
  • Be emotional.  Yes, it’s true. Give a client a reason to talk about you and your business.  Forget logic.  Tell people how you feel and why.
  • Don’t take chances with attention

    You only have a few seconds to capture someone’s attention, so don’t take chances with clever, cute, or insider language or visuals, which are often lost on people. Don’t use inside jokes or industry terms, either, unless appropriate for narrow niche marketing. These tactics only tend to confuse audiences, if only for a few seconds, which is all it takes to lose them — and a confused mind does not pay attention.

    Follow up with a strong second

    Once you’ve managed to capture your reader’s attention, don’t waste it. Getting your reader’s attention is like the first strike of a One-Two punch — if you don’t land the second part, you’re not going to knock them out (and I mean KO in the good way).

    Make sure your second punch, the actual information or message for which you grabbed her attention in the first place, is worthwhile.

    If it’s valuable, you’ve paved the way for easy entry into her attention with future conversation.

    If it isn’t, it’ll be that much more difficult to capture her attention the next time, as your prospect’s brain has already filed your information under “not worth our attention.”

    Read more about this topic at Copyblogger.

“They are obsessed with permission”

6 Jan

Who doesn’t follow Seth Godin, right? If you are into permission marketing, you do or well, maybe you just started and don’t know about the king of permission. Anyway, I do but I don’t post much of what he says because so many follow him and already get his post. Another reason I don’t post much of what he says is because of his stature to Seth Godin. I don’t find him to be a listener and I feel that is one of the most important characteristics any business person can have – listening.

However, I found this one particularly interesting because he is talking about smart online commerce and being obsessed with permission. His opinion is that the art of online retailing is moving very very slowly because of difficult maneuvering within the sites, lack of pictures (which I feel is key!) and that the focus is not on the product but the look and feel of the site.  He’s right.  Whatever you sell, make sure the product is the focus and as much information as possible.  He also pointed out that emailing your subscription list with coupons and discount in a timely fashion is smart.  I do to.  I say this because with my business Nosey Parker, I ask clients to have a Nosey Parker Special … very much like membership has it’s privileges.  However, I am told by the high end stores that their clients don’t want discounts but a high quality product that is worth the price.  I disagree and feel that this is a wish of the owner.  When you tell yourself something long enough, you believe it.  Actually, it makes me laugh inside to be honest.  EVERYONE WANTS A DISCOUNT!  I don’t care if you make $12k a year or $12m a year.

READ POST IN FULL

I also like this post because he is pointing out businesses who get it right instead of pointing out those that are lame.   By the way, I don’t know if its a good thing to have links within a blog leave your site.  Do you?  Just sayin’ – thought that was common knowledge.

Permission simply means being open and up-front at all times …

27 Dec

“Permission simply means being open and up-front at all times about what data it’s gathering, how it will be used and, crucially, it should always be opt-in. – Paul Sawers

I found a blog post from Paul Sawers, The Good Word, about ‘international permission” and how it differs from the U.S., problems with Facebook and regulating data in light of Wikileaks.  Hope you find it enlightening as I did!

ABOUT THE AUTHOR

Living in London, Paul Sawers is a writer, marketer and a self-confessed web geek. Follow Paul on Twitter: @TGW_Paul, or read his blog at The Good Word

In the US, data privacy isn’t heavily legislated. There are regulations in place – but there is no overarching governmental law that stipulates how data can be acquired, stored or used. Bill Clinton and Al Gore even recommended in their “Framework for Global Electronic Commerce” that private companies should ‘self-regulate’.  And for US and other non-EU parties, this directive specifies that data can only be transferred to other countries where a similar, adequate level of data protection exists.

Europe, on the other hand, heavily regulates and rigidly enforces laws to protect a person’s “family life, his home and his correspondence”, as outlined in Article 8 of the European Convention on Human Rights. To ensure information flows freely across the EU, the various data protection regulations from the member states were brought together under the directive on the protection of personal data, which EU states were required to transpose into their respective laws by the end of 1998.

The US-EU Safe Harbor Principles were thus drawn up, a program which US companies can sign-up to if they adhere to the seven principles outlined in the privacy directive. US organizations – in theory – must re-certify under Safe Harbor every twelve months.

The seven principles are:

1.    Notice: Individuals must be informed that their data is being collected and about how it will be used.
2.    Choice: Individuals must have the ability to opt out of the collection and forward transfer of the data to third parties.
3.    Onward Transfer: Transfers of data to third parties may only occur to other organizations that follow adequate data protection principles.
4.    Security: Reasonable efforts must be made to prevent loss of collected information.
5.    Data Integrity: Data must be relevant and reliable for the purpose it was collected for.
6.    Access: Individuals must be able to access information held about them, and correct or delete it if it is inaccurate.
7.    Enforcement: There must be effective means of enforcing these rules.

CONTINUE READING THIS INFORMATIVE POST …

Perketing is NOT a business; It’s a concept word

5 Nov

POST HOW YOU WOULD USE “PERKETING” IN A SENTENCE…

WOM=P ÷ i
“the propagation of a word”

WORD OF MOUTH=PEOPLE ÷ IMPACT

In today’s saturated market, asking permission to tell your story is becoming necessary.  That is where permission comes in.  I am not here to give my tips on permission marketing.  I want to show who uses it and start an industry word for it called Perketing.  I want to see if someone with no presence, industry clout, no celebrity or big huge companies and publishers behind me can start a word.  That is all it is.  Perketing is NOT a company.  It’s a word derived from Permission Marketing.

Feel free to use it.  Pass it around.  Make your comments.  Chat.