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Effective or stupid?

May 16, 2007

Here’s the question:  Effective or stupid?

Assume, based on the casting, the audience is adults 45+.  Taking into consideration the audience, the message and desired outcome — effective or stupid?

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White papers worth reading

May 16, 2007

In yesterday’s post, we discovered that readers place a very high value on white papers.  So here are a few that I think you’ll value and learn something from.

The first two come from Barry Linetsky at The Strategic Planning Group.  (just scroll down and they are right under his photo.)

Walt Disney:  Nine principles of his success
Quiznos’ Low Road

This last one is a series I wrote back in November that, if you haven’t already downloaded and enjoyed, I hope you will.

Marketing Lessons From Walt Disney

Enjoy!

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You want my name and e-mail address? What’s it going to take?

May 14, 2007

So, part of your marketing strategy is to capture contact information off your website.   You might offer a free webinar or white paper.  But what will be enticing enough for your visitors to cough up their info?  And actually give you real data?

MarketingSherpa and KnowledgeStorm did a survey to ask just those sorts of questions.  Here are some interesting stats from their research summary. You’ll be able to view all the results on KnowledgeStorm’s website in a few weeks.

What will prompt someone to register?

The golden oldie — the white paper still reigns supreme.  But case studies are close behind. Vendors are clearly more tolerant (which makes sense) than users.  But even product literature is at a respectable 45%.

Will I go by Drew McLellan or Derek Monohan?

This is the chart that fascinated me.  I’m a little embarrassed to admit this, but it has never even occurred to me to put false information into the form.  I am sure it speaks to my own  foolishness or something.  Makes you want to come try to sell me something doesn’t it?  But, it’s fascinating to study what people guard and what they’re pretty free with.  Why would someone lie more often about their title than their name?  And who cares what industry you’re in?

This chart reminded me of a very insightful post that Matt Dickman wrote in March about the impact of trying to collect too much data too fast. 

What do you think?  If you had to give your website a letter grade today — how are you doing on this stuff?  Are you offering the right mix of enticements?  Are you asking for too much or too  little information?

What could you do differently that would improve your results?

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I need your opinion, please

May 14, 2007

If you remember, many people jumped on board when I asked for feedback on advice to college grads on how to get their first job.  I promised to make an e-book.  Which is now complete.  50 pages –lots of great advice.

But here’s my question.  When I originally created it, I wanted it to be visually appealing so I added photos to many of the pieces.  Which grew to be a very large file.  So now I am what people’s tolerance for download size is.

Which e-book would you download?

High quality photos with the content — 3 mg

So-so quality photos with the content — 1.5 mg

No photos with the content — far less than 1 mg.

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What does an elephant have to do with branding?

May 12, 2007

An excellent question!

When John Godfrey Saxe crafted his famous parable, he probably didn’t know he was telling a story about branding.  But he was.

Find out how 6 blind men and one very patient elephant are all about branding in my first post over at Small Business Branding.

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Are you staying on topic?

May 12, 2007

 

Whether it is your blog, your sales pitch or your staff meetings — you need to stay focused and on topic.  An occasional deviation is fine but part of your brand promise is that you’re going to deliver consistently.

How do you check to see if you’re staying on the right road?

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Can’t go to SOBCon? How about just staying home and getting it together?

May 11, 2007

As many of you know, tonight SOBCon begins in Chicago.  I can’t wait…my flight leaves in a few hours.  I’m looking forward to talking face-to-face with some of the brilliant and witty minds I’ve already loved for awhile.

But not everyone can get there.  Thanks to Carolyn Manning and some friends, you can still grow, learn and connect this weekend.

Check out the Getting It Together virtual conference that they’ve created with you in mind.  Lots of very thought-provoking content, all from your home sweet home.  In your underwear if you choose.

Read about it here.  See the schedule here.

I’ll make you a deal.  I’ll give everyone your regards at SOBCon and you do the same for me at Getting It Together.

Enjoy!

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Your starting pitcher…Drew McLellan

May 10, 2007

Did you read the title in one of those reverberating loudspeaker voices?  If not, you need to go back and re-read it that way.  I’ll wait.

That is the soundtrack of my youth.  I grew up dreaming of hearing the announcer’s voice booming my name I strode confidently to the mound.

My hero – Sandy Koufax, the preeminent pitcher of the 1960’s.  He had a fastball that could singe your eyelashes before you knew it was even out of his hand.  He had the stuff, on and off the field.  He was an ambassador for the game and a class act.

I wanted to be just like him. 

I would drift off to sleep many a night, shaking off pitch signals in my head as I imagined myself reaching my dream.

When I discovered blogging, I experienced a similar reaction to a different team – the bloggers at Marketing Profs Daily Fix.  They were articulate, smart, insightful and engaging.  I admired how confidant they were in their areas of expertise and how they could weave stories and facts together to illuminate their points of view.

I wanted to be just like them.

So I can’t tell you how humbled and elated I am to invite you over to the Daily Fix to read my inaugural post.  Now if the Fix’s Ann Handley would just get on the loudspeaker…

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Why would you take a swing at your competition?

May 10, 2007

Over at the Daily Fix, Spike Jones (a great baseball name if I ever heard one) raises the question "why would you ever call out your competitors in your ads?"

He goes on to make some valid points.

But…

All of Spike’s arguments are based on the assumption that the only audience for advertising and marketing tactics are prospects.  They’re not.

Who’s the most important customer?  Right, the one you already have.  They can either be out there, spreading your brand’s good word or they can not care enough to choose you again if the other guy is cheaper.

But when it comes to building brand loyalty and love, sometimes a little bashing goes a long way.  Comparison ads do just that. They hold up two choices and they make a clear distinction between the two.  And in doing that, sometimes they create or reinforce the building of ownership and pride in a brand.

Case in point — the Mac versus PC ads.  Do I think that those ads sway some PC owners to come over to the other side?  Sure.  But what I think they really do is get us Mac people to thrust our fist in the air and shout a little.   They reinforce our buying decision. They give us talking points so we can  go out and  spread the brand’s good word.  They make us feel smart and special.

Which means that when its time to buy another….

Smart.

And now, for your viewing pleasure.  Imagine me giving a little cheer.

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Do it for mom

May 9, 2007

I can’t think of a better week to be writing this post.  We’re a few days ahead of Mother’s Day and everyone is scrambling to buy the card or the perfect gift.  I wonder how many of us stop and actually think about the true gifts our parents give us.

Security.  Safety.  Knowing that no matter what, it’s okay.  We’re okay.

I don’t care how old or successful you are sometimes you just need to crawl into the shelter of your parent’s unconditional love.

For many families, the epicenter of that shelter and unconditional love is their family’s home. It is their shelter.  Their safety. It is where their family comes together.

Unless of course you don’t have a home.

Habitat for Humanity doesn’t just build houses. They build homes. They build families.  They build esteem.  They’re a charity that believes you don’t just hand something out, you give families an opportunity to earn their helping hand so that it is a source of pride, not dependency.

A worthy charity for this week.   Made more worthy because we’re raising money to honor a mom who raised her two daughters to honor those same values.  Home. Family. Pride.  And most of all, serving your community with all your talents.  CK’s mom gave her girls security.  Safety.  And in their mom’s spirit, we band together to remind them that no matter what, they’re okay. Because for a change, their community is the one stepping up to serve them with love, support and compassion.

You have until Mother’s Day to give.  Give to honor CK’s mom, Sandra.  Give to honor your mom.  Give to say thank you for the gifts you’ve been given as a parent.  Find your own reason.  But give.

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