Archive for the 'Blog' Category



Touchpoints, interactions, whatever it’s all about connecting and relating

People need to relate to be exposed to a brand a few times before they feel comfortable with it.

Most research seems to put that number at 7.

(Side note: the average sales person gives up after 4 interactions, when the average successful transaction takes 7 interactions.)

That is 7 touchpoints or interactions… (or in short connecting ideas with people).

Did you sign up to Facebook the first time you heard of it? Nope.  You probably heard of it in passing, someone said you should sign up and then eventually you had no choice.

Sales people can get quite technical with this, trying to find shortcuts, to get to the magic number faster.  However it’s not as simple as that.  Once you get that methodical with it you will lose the value.

It’s not the touchpoints which win, it’s that each and everytime you’re building a rapport with your customer.  Making real connections and relating to them.

Never ever shortchange the process…

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April 29th, 2010

Once you’ve done it once it gets easier to repeat.

Infinitely easier.

You know the road, the steps, the ability to repeat.

However once you’ve repeated it a few times the value diminishes.

The same goes for Marketing Campaigns.

Fitness (doing the same course repeatedly has diminishing returns).

Business ideas….

But what if doing the same thing did the opposite – kept increasing? Like networking? Writing a blog? A framework that allows for opportunity of new ideas… rather than the exploitation of a singular idea.

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April 28th, 2010

No matter what, don’t do nothing.

Seth talks about the paralysis of unlimited opportunity.

He couldn’t be more right.

It’s easy to get sucked into the buzz of opportunity.  There is so so much opportunity.  The horizons are unlimited.

However that can be just as paralysing.

Which way do I go when I can go anywhere?

If it is [paralysing].  As Seth says, create artificial limits and most importantly don’t do nothing.

Doing nothing is the complete opposite buzz kill.  The more you do, the more opportunities you create.

(Note: See previous post Success formula for next decade. The fastest learner (and applicator) wins.)

PS
Marketers should learn from this…

PPS
So should entrepreneurs…

PPS
Actually just everyone should.  But those groups in particular!

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April 27th, 2010

Success formula for next decade. The fastest learner (and applicator) wins.

Ok I cheated, it’s always been a winning formula.

Get in early, learn like heck, apply continuously, revise, relearn, reapply. That’s a winning strategy.

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April 27th, 2010

What tastes like Strawberry?

This is the most worrying terrifying question someone can ask.

Instead of what’s the best dam strawberry we can get?

(Inspired by a strawberry cream cheese croissant I had at Pearl Harbour which had no dairy products or strawberry in it!)

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April 25th, 2010

It’s amazing what happens when you give people a place to connect

It really is.

I’ve been quite quiet about what Young & Shand has been doing.  And that’s because I’ve been flat tack!

One project we’ve done is with the SPCA Petfood.  Helping them engage online.

What we noticed right away is people posting pictures of their cats and dogs on the page.

Sharing their own stories.

We didn’t even ask them to! On their own initiative, they wanted to share and had found an outlet.

That above all is the most rewarding part.

(NB: If you’d like to read more about it, including a pdf, jump over here to the Young & Shand blog.)

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April 19th, 2010

The ideas manifesto. What makes a good idea? #1

What makes a good idea?

Simple.  It’s not complex.  It’s easy to build and execute.  If I was to make it out of lego it would probably only involve two or three parts.  When it’s lego technics… probably too far.

It’s been done before.  Maybe not in the same context.  But the same framework.  Calcium enriched Milk.  Calcium enriched Yoghurt.  Framework taking an increasingly perceived commodity and providing a value add.  What is that value add? Whatever the consumer will pay.

It won last time.  Or you know why it failed last time.

Someones already doing it, and you can do a million times better at a bigger margin.

Your idea is expensive. Expensive in time, money, commitment or attention.

You haven’t coated a simple idea with three or four layers of complexity (like an onion).  When you bite into it, it’s sour, take the layers away expose the core idea.  If it’s too weak it’s not good enough.

Like the onion example, compromise isn’t your friend.  The more compromise the more boring and average it is.  Take out the added widget, stick to the core idea without compromise.

Make sure someones already buying it.  Whether it’s a replacement technology OR they’re demonstrating behaviour which proves the pain.  Unless you have a global platform to launch on like Steve Jobs, it’s dam hard to create totally new behaviour.

Profit from day one or very very early on.  Sales speak louder than any pitch, don’t forget the dollars.

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April 18th, 2010

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- View my about page
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