Ashton Kutcher is quoted in the paper today about one of his venture capital investments. “Turning social trust into commerce” was the word string that caught my eye. To me this is the essence of social computing for marketers. And, so you know, the social web is not just about commerce and marketing. Sometimes social is just social. But we all have to eat and we all have to buy, so finding trusted sources of influence is a key.
I met with an SEO marketing person yesterday about my blog. It’s not really high on any organic search list. Before the meeting I Googled “brand planning” and was at the top of page 5. He wanted me to pay him a thousand a month but could do something for $500. I needed to have more calls to action, more free offer boxes, more this, more that, meta flah flah flah. He was right, but also wrong. Too much flah, flah, flah and I begin got lose that trust mantle Ashton talks about. “But how many inquiries are you getting a day?” said he. Not many. But that’s okay for now. My approach trust building is not through the algorithm. Not though black hat search or white hat search (Call too action: If you want to know what white hat search is, leave a comment or email me). I tend the garden every day.
For me — and I’m in a funny business — I sell by not over-selling and then making it easy to contact me. I think this is good advice for everyone on the web…with or without a commercial enterprise. That’s why Ashton has over 6M followers. He’s easy to contact. Ish. Peace!
December 10, 2018 in Marketing
The brandstrategy framework used at What’s The Idea? is not an impenetrable membrane. That is to say, it is not a wall that keeps out creative ideas and marketing executions. Sure, there may be some brand policing by brand manager, but brand strategy is not meant to create “the land of no.” Think of brand […]
December 6, 2018 in Marketing
The first step in brand strategy is getting the product Is-Does right. They ability to articulate what a product Is and what the product Does sounds easy, but it’s not. I developed this simple concept while working at a tech startup where the product was a software as a service (SaaS) called Zude. Because the […]
November 19, 2018 in Marketing
As a kid who grew up in the ad business, I’ve seen a lot of ad craft. Today, as a brand planner it’s hard for me to look at advertising without a jaundiced eye. When I see ink and words and picture, but not strategy, I cringe. Worse when I see an ad with 7 […]
November 16, 2018 in Marketing
A brand strategy brief, at its very best, is a story. A story with beginning, middle and end. Like good entertainment it contains a problem, solution(s), tension and resolution. Most importantly, it needs to appeal to the reader/viewer (aka the consumer) in order to take hold. I write brand briefs for a living. In each […]
November 14, 2018 in Marketing
A number of years ago, I came up with a comms planning notion called Twitchpoint Planning, the basis of which was that people use multiple devices when researching and gathering information; information that will ultimately result in a sale. Some called this customer journey exercise. I honed it toward more of a digital exercise. A […]
November 13, 2018 in Marketing
I wanted to flame a senior care organization my mom spent time in and was looking for a Yelp or Google kind of comments page in the senior care space. I found something called Senior Advisor, who baited me with a couple of comments then, in order to get to the 4th review, requested my […]
November 9, 2018 in Marketing
In my career as a planner, I have trotted out two different Steve’s when interviewing people in discovery. The first is the “I’m a quick study” Steve. This Steve wants interviewees to know he’s savvy in the business, the market and the category. I wouldn’t call him cocksure, but an air of self-assuredness is the […]