Selling is Dead!

Selling is dead. Long live help!

I've been doing a lot of reading on the subject and have come to the consensus that "no one likes salespeople."  If you just said, "Duh!" bear with me.  No one likes salespeople because of the implied confrontation.  You KNOW they want you to make a purchase.  The whole reason they are talking to you is BECAUSE they want you to make a purchase. Now, I have no problems with people making money. I have quotas too. HOWEVER, if someone is going to make a profit off me, they better be providing a real service.

For example; I do NOT count a store clerk checking the warehouse for stock as a service.  If the shelves don't contain the right size, color, etc.. well that's the locations fault and I'm not going to feel any sort of obligation to purchase just because "you had to go in the back." Nor do I consider a salesperson "knowledgeable' when they simply read the product details off the label. However, if a commission-based agent knows where to find the exact product I looking for; EVEN IF IT IS IN A COMPETITORS store, that is service.  Contrary to popular belief; I will be more likely to become a regular customer of a company that is obsessed with solving my problems.

As the saying goes, "you can't fool an ol' fooler" and I can spot BS a mile away. I'm not alone. The public is becoming more and more skeptical.  Persuading a customer to buy a product that doesn't meet their needs is like shooting yourself in the foot.  Once the customer gets home, realizes they were sold upriver and experience the pang of buyers remorse; you've lost.  It doesn't matter if they return the product or not.  You've lost them.  They don't trust you.  Engendering trust it what it comes down to.  It is much better to lose out on a purchase today then lose a profit stream for life.

I'm not expecting to win you for the "help" team overnight.  I'm sure there will be mobile salesmen and car dealers for many years to come; but do we really want them? Think about it.

Six Things All VIP Customers Want

While most of my experience with VIP customers is in the Casino Gaming sphere, below are some general needs -I believe- every industry should meet to stay competitive and properly reward loyalty amongst VIP clients. This is in no way an exhaustive list, bust a basic framework to get you thinking in the right direction. First; before applying these techniques, decide what level of business warrants VIP status. Once you know that, decide that the following will only apply to those that have achieved VIP status.  Allowing ANYONE else to take advantage of these services -as a rule- devalues their desirability. Be very firm in adherence to your criteria.  In the age of social media, any exceptions will make their way out into the public sphere.

• VIP's want corporate recognition. This can come in any form as long as other customers are aware of the tiers existence and gravitas.
• VIP's want an inside connection. This should ideally be ONE PERSON -inside the company- who handles their business and requests.
• VIP's want 24/7 access. This can take the form of a designated voice mail, escalated email or extended business hours.
• VIP's want personalized rewards.  This will rely heavily on your knowledge of their habits and preferences.
• VIP's want immediate results. There is NO reason why requests can't be handled same day. Don't make excuses. They don't care who you have to wake up. VIP clients know their value.
• VIP's want exclusive products.  If you won't let them beta test, first run or pre-order; don't worry... your competitors will.

Remember to apply the above in ways that can be easily tracked for ROI purposes.  "All VIP customers will receive a reply via email in 1 hour" is traceable. "All VIP customers will receive prompt service" is not.

Channel Partners: Just like marriage?

Thinking of co-branding or forming a strategic partnership? Time to air out all the dirty laundry.

Too often, companies don't do their due diligence when vetting potential partners.  It is much akin to early romantic relationships where; all a-flutter- with stars in their eyes, two people totally overlook each others flaws in the name of love.  Then; when the romance fades and life kicks in, all that rubbish comes out.

Take Apple and Foxconn; a very profitable match- on paper, who have been in the headlines lately for appalling working conditions in their Chinese factory. Proper research into Foxconn's practices would have lead Apple to make a more suitable partnership.  And what about Nike?  No stranger to distribution chain scandal; they still maintain buildings named after disgraced professional athletes and coaches.

To think, all of this trouble could have been avoided with just a little more research.  I believe this excerpt from CBI Consulting hits the nail on the head (click here to read the full article):
    

• Proper due diligence must be conducted. You would investigate your domestic business partners, so why not your overseas partners? Due diligence in Asia should, however, be done on a more thorough level, including researching the company’s debt history and verification of hard assets. Some effort must be made to verify the company has the equipment, personnel, and time to produce your orders. Otherwise, it’s possible the company will lead your order through an endless maze of subcontractors, some of which might not conform to the high standards you expect.
• Contact should be initiated with the potential supplier’s customers — and its own suppliers. If a supplier says it can product your order in 30 days, does it mean 40 days is close enough?
• Unannounced, pretext visits must be made — but NOT BY YOU. If you can read
  this in English, you will probably stand out in an Asian crowd, and if you visit a factory, you will not see things the way they really are; you will see what the principal want you to see. Visits must be made periodically by local people. If you have a branch near your potential associate, ask a local worker to visit for you. If you don’t have a branch in Asia, find professionals you can trust.
• The partners’ reputation in the media should not be ignored. Most Western companies are keen to the role the media plays in business, and few things sting like being criticized in the press. Find a market researcher or hire a consultant, but learn what the local newspapers are saying about your potential partner.
• Finally, remember Ignorance Is No Excuse. When in doubt, imagine how your CEO will look with a microphone in his face explaining that he really didn’t know the soccer balls were being made by nine year olds chained to sewing machines.
• CBI Consulting, March 28th, 2011

Soft Market Research: Leveraging the front line.

Think about your favorite client or a regular at your business... What do you know about their preferences?  Do they always come for the same thing?  Shop for others?  Have they ever made a off-hand negative comment about their experience?

Target market analysis is a very important part of market research.  These days it seems covert and impersonal when done by online companies like Google or though reward programs at retailers.  Whatever happened to leveraging the front line?

Every day your front line employees are servicing regulars and viewing shopper trends first hand.  Why is it that their insights are never valued?  I could tell you in five minutes the favorite products of all of my regulars and why.  I could tell you what they wish was improved. I could tell you personal information about other products they use.

I believe that when marketers have a theory about a new business opportunity the first line of defense for testing that idea should be front line staff. They could gather information on your current customer base in the most gentle and inconspicuous manner. A simple poll, completed online by salepeople, front line managers and account specialists would be a very efficient way to scrap long-shot ideas without alerting ones consumer base.

You don't KNOW me!?: CRM & Personalization

Effective CRM of the future will focus on psychographic customer profiles in addition to traditional demographic profiles.  Beyond the basic principles that determine how profitable a relationship with a customer will develop, successful businesses should seek to know WHO their customers are and WHAT motivates them as accurately as possible.

Why?  Understanding the belief systems and circumstances that motivate your customers to buy or BUY MORE can increase incremental value if your communication is in line with those factors.  Below is an example based on my favorite hobby; video gaming. (Refer to this chart to understand psychographic jargon.)

Amanda is a 25 year old female in social grade B living in a metro area with a steady job at the same company for many years. Classified as a Reformer, Amanda has been a loyal subscriber to Microsoft's online gaming service for at least 5 years.  During this time, she has never changed her profile name.  Microsoft wants to sell her on their name change service.  As a member of social grade B, she is a good canidate for purchase as she has some disposable income and has attained enough social status that titles matter.  As a Reformer, she regonizes that value often comes in small packages and a hefty price tag is not required for satisfaction. 

In order to properly sell their name change service, Microsoft could use the following dialogue:
-"Thank you for being a loyal member of XBL.  We've noticed your tag has not changed in the 5+ years you've been a member.  While you are welcome to retain your name for as long as you are a subscriber, we'd like to offer you a 30% discount on our name change service.  Think of it as a chance to re-brand yourself and find a title that fully grasps who you are now.  For just $5, you can select a new name that reflects your individuality." ( This tactic speaks to the thrifty and anti-establishment tendencies of a reformer, the status of a grade B, the targets age and gender within the life-cycle of a loyal customer.)

However, Microsoft should NOT use a tactic like the one below to speak to Amanda:
-"Did you choose the wrong name?  Does your title scream WIMP?  You can fix that by ordering a name change for $8.  In just seconds, you can go from lame to fame as you let our name generator provide you with the ULTIMATE handle!  Don't be stuck with xX01Loser10Xx!  Get a new, cool name today!" (This tactic speaks more to young, male D status NEW subscribers with a Struggler or Aspirer psychographic profile.)

By choosing a specific dialog suited to a small group, CRM marketers can almost guarantee a sale.  Don't believe me?  Look at my new "DarqueDuce" xbox gamertag.

Effective CRM

Most CRM professionals cast out huge nets to contact their database. Fishing in a large anonymous pool and catching what they can by working the law of averages. They work hard but not smart. Most databases are too large to do anything but work off volume, they say. But are they?

Here is where ROI analysis comes into play. Ex: You send the same message to 500 of your clients via email and DM. You get a 10% response rate on mail, but a 30% response via email. By recording this ROI on subsequent trials, you can increase the effectiveness of channels, and then move on to measuring the message itself.

Effective CRM depends on the cost-saving accuracy that ROI anaylsis brings to the table. Without data analysis, CRM professionals are wasting time and money repeatedly chasing business with the wrong message and thru the wrong channels.

For small businesses, a large IT spend may not be nessasary for recording ROI, if employees are diligent in track responses. However, large businesses would be foolish to save money on their IT budgets while hemmoraging their marketing spend on fruitless contact.

My first Android post

It's funny how technology evolves so quickly and many people make a living talking about tech trends, but few talk about the emerging skills that follow those trends.

Now, i've had a smartphone for a while now, but I have resisted the urge to blog from it simply because my swyping skills are no match for my 90wpm typing skills. Why use a platform that takes twice as long to get the job done, I say. Then I realized, it's not the software or hardware; it's the operator!

While i've been using my phone for everything BUT document creation, the generation behind me is learning to swype at 90wpm. And while i've been neglecting my laptop (and by extention, my blog), recent grads are pumping out content while waiting for business meetings to begin.

Knowing how the tech works is just one piece of the puzzle... mastering the related core skills is the elephant in the room. It's about time we acknowledged that.

How to Name a Company: 5 Quick Tips

These 5 tips will get you started in the right direction towards a distinctive company name.

Image by Francesco Marino

1. Write down your companies core values.  For example, are you traditional, groundbreaking, modern, cool, or sophisticated?  This will set the tone for your name.

2. Write down the problems your company will solve. For example, are you producing sturdier office furniture, making a better laundry detergent, or creating pet friendly cleaning products?  This will allow you to choose related words for your name.

3. Write down who would most likely buy your products.  For example, are you selling to moms, dads, hobbyists, foreigners or teens?  This will help you target the vernacular that is appropriate.

4. Write down what differentiates your products from competitors.  For example, are you eco-friendly, cost-saving, niche-serving, or totally new?  This will help you with your tagline, as well as your name.

5. Finally, write down any places that have influenced your product line.  For example, did you find the ingredients in Boreo, learn to make it in Japan, or have the idea while laying in a cornfield?  This will aid you with your tagline and give you additional vernacular you may want to include in your name.

So, now that you have a sheet covered with ideas, here are some examples of how you might put them together:

-Sample Answers-
1. Chic, smart, simple.
2. Stylish, un-obtrusive diaper-changing supplies.
3. Moms, nannies, stay at home dads (to be used on babies).
4. Odor-blocking, pet and child safe, cost-effective.
5. Idea came from a nursery in England.

-Sample Results-
1. Nanny Surplus- UK vernacular, product user.
2. Easy Baby- Company values, product user.
3. Thrifty Tot- Product feature, product user, UK vernacular.
4. Baby Posh- Product user, UK vernacular.
5. Chic Nursery- Company values, product user.

There are a few other things you may want to include in your brainstorming process like related animals, colors and jargon.  These tips are only intended to get the creative juices flowing.

Happy naming!

Pet Peeve of the Week: Office Politics

Playing into the game of office politics will eventually kill your company. Period.

Image by Francesco Marino

It is sometimes said, "It's not what you know, but who you know that matters."  Unfortunately, it's true.

In offices around the country, people are getting promoted based on politics and not potential.  It's an epidemic of epic proportions.  It devalues hard work and outstanding results while adding value to individual personality and likability factor.

Here is the problem in SAT form:

Say you own A company that makes B widget.  You hire C worker for $50,000 a year in R&D to improve said widget.  You hire D worker to do the same thing.  A promotion becomes available to both C and D.  Whom do you pick?

-C Worker-
Independent
New Hire
Extroverted
High to Top Performance
Leader

-D Worker-
Social
Tenure
Extroverted
Moderate to High Performance
Leader

If you hired D worker over C worker, consider the fact that; while office ambiance may be slightly improved by a more charismatic leader, productivity will not be improved due to the inherent poor time-management habits of a very social person.  Giving increased responsibility to someone you like; over someone who is qualified, simply means that they will do more things half-assed.

Add in the additional effect of employee burnout due to lack of advancement, and you have now crippled your work output.  You have also devalued the salary by example and will have to pay more people a higher wage for the same amount of performance.

The candidate you like may not always be the most financially sound choice for promotion.  Think about that before making your next hiring decision.

PyperPaul + Kenney, Inc.: A Bad Romance with the 'Cool Kids' of Advertising.

What is it about this hot, young ad shop that makes it so desirable?

Image by Jscreationzs

PyperPaul+ Kenney, Incorporated has only been in business for six years, yet they have finished just under the top shops in the national ADDYs for two years now. How is it that a Tampa shop can give the big boys a run for their money? I've been trying for years to pinpoint the source of their je ne sais quois. Furthermore, I've been trying to understand why I have a career-crush on them. Is it their maverick attitude?  Their ego-aware culture?  Their talented leadership?


Let me rewind.


About five years ago, I had the chance to shadow with PP+K staffers for an afternoon.  Normally, academic-induced internships are worse than regular ones simply because they don't want or need your help.  As I struggled to find parking on Twiggs street for my Chrysler-made boat, I thought of all the horrible hours of tedium and coffee-runs before me.


That didn't happen.


I trudged through the solid-wood doors like a prison inmate and ran smack dab into laughter. Laughter. At work. Not the kind of mocking, snickering laughter I was expecting to get, either. The we-are-hot-shit-for-thinking-of-this kind of victory guffaw.


Queue piqued interest.


Instantly, I am snatched up in a whirlwind of introductions as the creative director ushers me around like a circus ringmaster.  Names fly in one ear and out the other as I'm struggling to take it all in. They have couches strewn around like a Manhattan bachelor pad, stainless steel office furniture cluttered with yesterday's big ideas and a boardroom that would make Donald Trump blush occupied by a lone job applicant nervously rifling through his portfolio.


Obvious drooling ensued.


The creative director; whose name I never retained because I was too busy staring at his suit (which I am still convinced was made out of silk and Angel hair), sat me down with one of their staffers to draft ideas for a Sweetbay billboard.  In one day, we brainstormed and proofed this series of billboards. Not that I would ever get credit for it, but it is still nice to know that I had something to do with it.


Fast forward now.

A few years later, I was working on the Strategy and Presentation teams for the NSAC at USF.  My instructor was Cliff Courtney from Zimmerman Advertising in Fort Lauderdale.  We were grabbing lunch at the Fly Bar in Tampa, when the guys from PP+K walk in...  There was a moment of recognition, and then; they swarmed Cliff like flies on a picnic.


I was depressed.


Well, only a little.  Not that I expected them to remember me... They're the 'cool kids,' after all. A brief pause in my direction would have been nice. (Some sign of residual memory.) However, I don't think I would have been able to get us the grand tour of their new digs.  Cliff could... and did.


Newer is better.


If I was impressed before; I was flabbergasted now. Gone was the understated trendiness and instead there was an in-your-face extravagance.  No up-and-coming hot shop feel. This was WE HAVE ARRIVED watermarked on Italian leather furniture!  Imagine the NBA and Mad Men conceiving a bastard child out of wedlock... That's PP+K.


We make money.

It was obvious. If their 'office' is a fraction of how much success they bring their clients, then you'd be a fool NOT to hire them. An idiot could put that together.  It's not accidental.  It's not a fluke.  It is a brilliant marketing tool that seals the deal.  Not only does PP+K woo top talent with Foosball tables and giant LCD TVs; they court bank-busting accounts with the office set design.  Add in a dash of testosterone-infused swagger, and you've found the je ne sais quois.

Ambiance is everything. 


It's not about being cocky. It's about putting on a show. Setting the mood.  Romancing the client with the promise of profits. Proving your mettle through industry awards. Oozing sexy. That's what makes PyperPaul + Kenney so successful. And I wanted it.


Enter solo violin.


It worked. They had seduced me. Big time. I poured promises into an email and attached my resume with a kiss....  Silence. My advances fell on deaf ears while my equally-talented boyfriend got a callback. And a probationary job offer. What's a girl gotta do?


One lone tear.


Eh, well. I could always resort to sniffing my boyfriends company memos or lurking by the lamppost in a 1940's trench coat. Stalking their corporate blog and sending anonymous flowers on Valentine's Day. Isn't that what spurned lovers do? Or maybe I'll adopt and refine their own methods. I'm already ridiculously profitable at my current company. Take that $500k I earned for them last quarter and dress it up in a nice Italian suit...  Spritz on some Allure de Profit perfume and watch the offers roll in. I'll have my own je ne sais quois. 

Your move, boys. 

Brazen Careerist v2.0: A Love Affair

I love Brazen Careerist, but I think I could love it more, if....

Tonight, my network (The Modern Strategist) had a video conference to discuss the best ways to improve, market and advertise Brazen Careerist in 2010.

Here's what we came up with and why:

• Be clear about Brazen's unique features and niche.  Suggested tagline: "Brazen Careerist- Social Media Networking for Young, Ambitious Professionals."  Push Feature Example: "Join specialized, intimate conversations without 140 character limits!"

• Encourage members to invite other YOUNG, AMBITIOUS PROFESSIONALS...not just everyone on their contact list.  Preserve the niche!  Example invite template: "Hey NAME!  Are you struggling with a new job, hopeless job search or unknown personal brand?  ME TOO!  Join thousands of other young, ambitious professionals who share your pain!  LINK"

• Expand Brazen Careerist features to include: Video Conferencing, Live Network Chat, Dropdown/Expandable Fan Feed and New Member Mentorship Programs.  Let us meet all our professional networking needs within the B.C. site!

• Feature more than just writers!  Give network leaders the ability to choose an MVP to be featured on the homepage.  This would reward the readers, too!

I'm sure there are more ideas out there...  What other improvements make smart business sense?

Crickets!

So, I have been away from the computer for about a month now.  Life has been insane.  I got a new job as a Casino Host at the Hard Rock in Tampa, and I've been house shopping for weeks.  Now that things are slower, I can be getting back to normal.  I just wanted to apologize to my readers for the hiatus.
-Amanda Fox

Ask the Strategic Fox

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Need a customized strategy? Can't afford to pay for it?  Post your questions here.

All on-topic questions will be answered with a video or blog post!  I'll tell you what I think you should do and how to do it without wasting money.  Think of it as a free consultation.  No commute and no strings attached.

Things I Adore: Part 5

Natural Photographs

I read another blog article about Elles' use of untouched and make-up free photographs in a recent issue.  How fantastic!  Too often, we forget that the models and actors/actresses in magazines don't really look that smooth and blemish-free.  They have moles, warts and pimples just like you and me.

While it's important to put your best foot forward; do you need a new face too?  I recently tested this with a couple of my own photographs.  I ran them through photoshop.  Here are the before and after effects:

I guess I'm lucky because there isn't too much to cover, but even so...  I like my real face.  Yes, I have a few freckles and a flat mole on my nose, but they add character.  What is so wrong about being unique anyway?  Why airbrush out the features that make you different?

Do you like au natural?

Things I Adore: Part 4

Color!

Why You Need It In Advertising and Marketing.

Made you look.

Color has a way of catching the eye.  It's undeniable.  I could link hundreds of resources that point to that fact, but you know it's true.  That's why color costs extra. It's special.  It makes your message special.  It shows that you love your product enough to be bold.

Recently I created a quick flyer for one of my clients.  I asked if there was a specific color palate that suited the current scheme and I was told to use whatever colors I felt suited the project.  So I did.  Three hours later, the client was graced with a beautiful deep purple and silver flyer that spoke to his target audience.  The next morning I had a message saying that it wasn't printing right, so I called my client... They're printing it in the office in black and white!  I told them I'd grayscale it and slammed the phone down in a huff.

It isn't smart business.  My clients' target audience consists of image-conscious middle to upper-class African-American men between the ages of 25 and 40.,  Which flyer says I'm your target and "I care about how I'm seen by others" so "I can afford to treat myself," the black or color? (Name of business, logo and address cropped out to protect my client.)

It's worth the extra money to send the right message.  Saving on the color now, won't save you money in the long run. Prove my point or argue against my intuition: Which ad has the most impact?

As a side note, I have really enjoyed having an excuse to toss cutesy color into my blog posts.

The Group Administrators' Lament

Forlorn! the very act is living hell

To toll for hours for thee by my sole self!

New! the fancy cannot post so well

As we are told to do, digital shelf.

New! new! thy informative anthem fades

Past the near forums, over the data stream,

Up the server-side; and now ’tis archived deep

In the fray, a search-bot wades:

Was it a calling, or a pipe-smokers dream?

Gone is that drive:—Do I drift to sleep?

 -Original satiric poem, adapted from "Ode to a Nightingale" by John Keats

 

I feel it. The desperation. The loathing. The brewing hatred for all you consumers. You consume my sweat. My searching. My intellect.

Shame on you.

Every forum admin, group founder and blogger has his or her own version of this lament.  You feel what I feel. That dirty, sweaty sock under-the-bed feeling.  The feeling of being used.  You created a blog, a forum or a group to share. All you have to show for it is Take. 

Nine members, 50 members, 100 members strong; few give.  Few share. Most take.

They take your insights with every, "Great post. Informative."  They take your side with every, "I agree. Good post."  They take offense with every, "How dare you!? Moron."  But it's worse when they take your time.

"Nice topic you posted, admin. We'd have more to say about it if you take some more time to post more of your opinions."

Okay.

Two hours later, their request has been assuaged.  You wait. Two more hours, two more days and maybe even two more weeks.  Nothing. They took your time.  You sucker.  You fell for it, again.

Take heed, users. Takers. We're growing wise.  We're seeing through the mock concern, the faux interest and the self-righteous criticism.  We're not service providers. We're not here to make a digital storehouse of information for you to pillage.  You must share. You will share.  You will stop asking questions when you don't care about the answer.  You will stop reading and start discussing. You will back up your criticisms with facts from more than just Wikipedia.

Why?

'Cause the jig is up! We're on to you. We're watching you.  We have our clicker finger hovering over the ban-stick and we're not afraid to use it.

You've been warned.

Experiment: Webcam vs. Personal Brand

Will streaming every moment of my online day negatively impact my personal brand?
My experiment into the effects of live footage on personal branding.

This all started as a joke.  Then the joke got serious. Folks on Brazen Careerist were talking about 'showing the best possible' personal brand on social media. I postulated that too much deviation from ones' real self would have negative effects somewhere down the line.

The questions is: How real is too real?  Since a personal brand is about your professional self, I can automatically assume that a look into personal parts of my life is too much.  What I cooked for dinner and what movie I'm watching are not professional activities...so, what is?

Since I do a lot of consulting work online from my home office, that would be the best place to be transparent about my professional self.  The most transparent medium I can think of is live video. So, with the help of Twitcam, I will be broadcasting every moment of my professional day. Note: My feed is video only. Some of the conversations I have while working are privileged information, and I don't want to violate any NDA's.

Every time I start the feed, my Twitter followers will be notified. My Twitcam feed can also be viewed through my blog homepage. I'll be putting up a poll to see what viewers think about the feeds' effect on my personal brand.

So, leave me a comment. What do you think? Does my live-stream detract or add to my personal brand? Would you be more or less likely to hire me after viewing my feed?

Big Shot Blogger

Top-Shelf Personal Blogging Tips
A guest post by John Moore

Amanda, I wanted to start off by thanking you for the invitation to write a post for Strategic Fox.  I enjoy having the opportunity to engage people anywhere, anytime, and it was a pleasure writing this piece.

 

When it comes to the blogging process, I must remind you that there is no right approach.  However, if your goal is to engage in a dialog to share opinions and discussions, here is what I recommend:

 

• Determine what you are excited about.  Your passions; what you are interested in discussing with other users.  I have chatted with a lot of people who recommend a laser-like focus on one or two topics, if this is your passion, follow it.   I enjoy engaging on a fairly wide-range of topics and it has been successful, thus far.
• Define goals for your blog. Personal blogs, like corporate blogs, are often a means to an end.  My goals for social media usage are defined here.  A similar outline may help you measure the results of  your own social media efforts.
  
• Give yourself a target number of posts per week. I strongly urge you not to write a daily blog update, as you will burn out.  On the other hand, don't write a post once every two weeks.  Readers will not come back.  If feasible, try to write 2 or 3 times a week for your first couple of months.  As you enter the flow of blogging and begin to find your social voice, you will be able to determine a frequency that suits your life.
• Please, please, please....  Do not write a one-way blog. Comments are critical for engagement and engagement, in my opinion, is the only reason to develop a blog.  Unless you are an all-knowing being, keep comments open. Actively review and respond to your readers.  As you do this, people will return to your blog, both to agree and disagree with your opinions.  This is one of the most critical components for a new blogger, do not forget this please.
• Decide what PR channels you will utilize.  I recommend starting off with Twitter, LinkedIn Groups, Facebook, and Technorati.  You will get big bang for buck with LinkedIn Groups and Twitter in the short-term, while Technorati will provide longer term payback.

If your goal is to create a platform for social engagement, these tips will get you going in the right direction.  Do not get too discouraged when your posts get few views and do not get too excited when you write a post that produces a lot of discussion.  I have had a day with fewer than 50 views and a day with over 4600 views.  Remain calm with the Tao of blogging and follow the advice above.  Maybe one day you and I will be at the head of the virtual blogging classroom.

 

John Moore

http://johnfmoore.wordpress.com

http://twitter.com/JohnFMoore

Things I Adore: Part 3

Blogs of Note:
Great blogs and how you can have one.

As the owner of a freshly-launched personal blog, I am vastly interested in top web publishers and their methods.  According to Technorati, the following is an accurate list of the five most popular blogs to date:


1. Boing Boing : A brain-child of Mark Frauenfelder and his wife Carla, Boing Boing started off as a magazine before it became a group blog in January 2000.  Together with four co-editors, Boing Boing promises to be a "directory of wonderful things" and delivers 'weird' to a Technorati fan-base of over 4,300 people.  Boing Boing works because it highlights strange and unique content on a consistent basis via staff and guest posts.

2. Problogger:  Darren Rowse launched his personal blog about life, faith and his hobby long before he ever thought he'd make money doing so.  Today, Problogger boasts a #2 ranking on Technorati with over 3, 800 fans.  Darren has lots to say about his journey, but  his most important lesson is 'slow and steady wins the race.'  Since 2002, Darren has brought his hobby from fun to profit through niche subject matter and genius marketing.

3. TechCrunch: This commercial blog is new in comparison to the top two, but it boasts over 3,600 fans on Technorati and profiles all things technology and business.  Started by Michael Arrington in 2005, TechCrunch has a dozen staff members working to keep the content fresh.  Their success stems from loyalty to their niche and expanded content offerings through The Crunch Network; several sub-blogs that target different tech genres.

4.  Lifehacker:  With just over 3,080 Technorati fans, Lifehacker has provided a steady stream of 'life-simplification tips' via web since 2005.  With over 18 updates per weekday, visitors can always find ways to streamline their routine.  Lifehacker is one of many blogs owned by Gawker Media founded by Nick Denton.  The corporate blogs' popularity is attributed to a steady stream of updates about new products and services that improve quality-of-life.


5. Engadget:  Just barely behind Lifehacker is Engadget, a corporate blog dedicated to consumer electronics that has over 3,040 fans on Technorati.  Engadget sets itself apart by offering geek-speak in seven different languages through sub-sites.  Peter Rojas created Engadget in 2004, which was recently acquired by AOL.  The blog is successful because it makes a general topic personalized through translation and news leads posted from readers.


Now, most of these blogs are owned by companies, but they didn't all start that way.  The top two blogs began as personal platforms dedicated to the writers 'niche of choice.'  Since personal blogs are the most common variety, the next post will feature a 'guide to personal blogging' from John Moore, VP of Engineering of Swimfish, Inc.  John's blog was created on February 3rd, 2009, it averages six comments per post and over 180 unique visitors a day.  You can follow him on Twitter at JohnFMoore.

I'll be posting his article as soon as I get it, so watch my twitter feed at @foxystrategy for update status.

Things I Adore: Part 2

"Where's Waldo" Advertising:
Eye-catching ads and how to make them.

Every day I drive, flip and surf past hundreds of advertisements and I know I'm not the only one. They are everywhere; on my TV, in my mail, and along my commute. Most of the time, I don't even realize they're there. After a while, the modern mind just tunes them out. But what about the rogue ad that catches my eye? Usually, the ad has to be oddly placed or extremely daring for me to notice it. It's like the book "Where's Waldo" where one out of hundreds of zebra-clad look-alike cartoons fill the page, but only one is right. Here are some examples of 'Waldo' ads:

These ads; that were seen by many in Chicago, were created by using a stencil to pressure-wash the dirty sidewalk. Best of all, the ads are non-destructive, legal and very cheap to create.

BBDO created these ads for FedEx Kinko's using over sized highlighters and correction fluid to catch the attention of New Yorkers. Another example of non-destructive, creative and legal 'Waldo' ads.

In Japan, Nintendo commissioned ads on several subway cars as a way to boost sales of the system. A 'Waldo-esque' use of existing space that's legal and affordable.

Mini Cooper hit it "spot on" with this funny Canadian ad complete with traffic cones. Be wary of splash-back should you hit a cone on this 'Waldo' course.

This ad for Tin Foil is so 'Waldo' I don't know where to start. How about with the price? Dirt. Cheap. This American ad is more effective then 100 billboards, but for a fraction of the cost.


Finally, this Proctor & Gamble ad in Bangkok uses tangled wires to advertise their line of de-tangling hair products. Don't try to read the copy, this 'Waldo' is foreign.

So, how can you create 'Waldo' ads for your company?

1. Look at your product(s), are there any everyday places, structures or settings that LOOK like all or part of your product?

2. Are there any everyday places, structures or settings that SMELL, TASTE or FEEL like all or part of your product?

3. Are there any places, structures or settings that look like the OUTCOME or PROBLEM your product addresses?

4. If representing a non-profit, what place is appropriate for spreading awareness that would have the biggest impact? Is there a PLACE, TIME or SCENARIO that relates to your service/issue either positively or negatively?

Once you have some ideas, ask yourself:
Is this legal?
Is this cheap?
Is this bold?
Is this ethical?
Will we reach our intended audience?
Does this fit the brand personality?

If you answered yes to all the above questions, then you are well on your way to designing the next 'Waldo' phenomenon.

Happy hunting!

P.S. If anyone has seen more ads like these, include a link with your comment. I'd love to see what catches your eye!