Marketing plan

The 14 (or 11) tips for a marketing plan by Mark Ritson.

Social commerce

Shopping Made Social – How brands should be approaching Social Commerce in 2021.

1) Build social commerce content with your community: in China, social commerce is responsible for 30% of ecommerce (in the US 3%)
2) Drive cult products on the right platforms: partner and hook up with community content
3) Augmented Reality: bridging the gap between entertainment and shopping

Story Brand

How to get to the story of your brand? 7 simple steps. See the picture below.

Summarize this in a oneliner. Note from great video by Donald Miller https://www.youtube.com/watch?v=HFergI0UOAs

  1. identity your customers’ problem. open with their problem, not with yourself. what is their problem you are going to solve?
    ‘most business struggle with… ”you know a lot of people ….’
    be specific, do not be vague, no jargon. do keep it simple and to the point
    make sure it is a pain point ‘that’s me, I have that’
    soundbite: make it shore

Most businesses struggle to talk about what they offer, …
Pet owners are concerned about what their pets are really eating, …
Most people can’t get their head around their future, …
Nobody likes to haggle with a car salesman, …

  1. explain your plan to help them. here is what we do that solves your problem. ‘I help them… ‘ ‘ we have he product’
    make it feel like a new idea
    make it understandable
    make it brief

… we have a process that helps them clarify their message, …
… so we source our pet food from trusted, local vendors, …
… so we created a financial map that puts all your info on a weekly dashboard, …
… so we removed the salesman entirely. you can choose and test drive a car hassle-free, …

  1. successful ending to the story. happy ending
    make it the ‘controlling idea’ of your business. the motivator of the company
    make it about the benefit, make it tangible
    makke it something they want
    make it brief

… so their companies start growing again.
… which ensures your pet stays happy and healthy.
… giving your peace of mind about your finances.
… so you have a peaceful experience getting the car you want.

MEMORIZE IT, follow by a call to action.

Practice with strangers, tell them your oneliner and ask them what they think you do.

Source: storybrand.com

Subliminal advertising

“there’s a new form of hidden messages taking hold in ads: educational Easter eggs of a sort that are hiding in plain sight.

Sandy Hook Promise’s PSA “Evan” certainly brought global awareness to the tactic by telling the story of a high school romance that’s abruptly derailed a school shooting. In that video, from BBDO New York, we learn at the end that “warning signs” about the shooter were hidden throughout the clip.

Today we saw another example: a soaringly cinematic ad for a Danish optical brand.

The spot is a beautiful short film about children’s imaginations, but it also has its own hidden warning signs.

Give it a watch and see: Can you spot them all?

Source: Adweek https://www.adweek.com/agencies/can-you-spot-the-child-warning-signs-this-gorgeous-video-hides-in-plain-sight/

James Clear quotes

Love this. Source: jamesclear.com


“The way someone else perceives what you do is a result of their own experiences (which you can’t control), their own preferences (which you can’t predict), and their own expectations (which you don’t set). 

If your choices don’t match their expectations that is their concern, not yours.”


“A recipe for getting more out of what you read: 

Start more books. Quit most of them. Read the great ones twice.”


“Books for mindset.

Quiet time to think for strategy.

Conversations with successful peers for tactics.”

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Best time for social posts

Mainly in the mornings. With some slight variations between the channels for 8am to 12am’ish.

IG algorithm

Nice read on how IG created its’ algorithm. Among ‘relationship’ the monitor the option ‘save’. First time for me I hear about the ‘save’ as a paramter.

Relationship

The algorithm assumes that people who’ve interacted with your account in the past will be interested in your new content. So when it decides whether to show a post to one of your followers, it evaluates your relationship:

• Do you follow each other?
• Did they search for you by name?
• Do you message each other, or leave comments?
• Do you tag each other in your posts?
• Do they save your posts?”

source: https://blog.hootsuite.com/instagram-algorithm/

Reading is Candy for the Mind

Featured

To inspire and to be inspired, to surprise and to be surprised, to broaden one’s mind and to gain that sparkling new energy.

Based on the most photographed slide of my keynotes: the inspirational booklist, frequently asked and even more often shared. Alternating between business and inspirational motivational titles.

Books appear in random order. Read more

  • ‘Start with Why’ by Simon Sinek
  • ‘Building a StoryBrand’ by Donald Miller
  • ‘Get Your Sh*t Together’ by Sarah Knight
  • ‘How not to Plan: 66 ways to screw it up’ by Les Binet and Sarah Carter
  • ‘The Copywriter’s Handbook’ by Robert W. Bly
  • ‘Copywriting Secrets’ by Alan Sharpe
  • ‘Eat your Greens’ by Wiemer Snijders
  • ‘Make Time: How to Focus on What Matters Every Day’ by Jake Knapp, John Zeratsky
  • “The ONE Thing” by Gary Kelly and Jay Papasan
  • ‘Let my people go surfing’ by Yvon Chouinard
  • ‘Chasing Excellence: A Story About Building the World’s Fittest Athletes’ by Ben Bergeron
  • ‘Life Scale’ by Brian Solis
  • ‘Thrive’ by Arianna Huffington
  • ‘TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks’ by Akash Karia 
  • ‘Good Strategy, bad strategy’ by Richard P. Rumelt
  • ‘Everybody writes’ by Ann Handley
  • ‘How to Win Friends and Influence People’ by Dale Carnegie
  • ‘Epic Content Marketing’ by Joe Pulizzi
  • ‘If I Could Tell You Just One Thing…: Encounters with Remarkable People and Their Most Valuable Advice’ by Richard Reed
  • ‘Daily Reflections for Highly Effective People: Living the 7 Habits of Highly Effective People Every Day’ by Stephen R. Covey
  • ‘Don’t Sweat the Small Stuff’ by Richard Carlson
  • ‘The Ideal Team Player: How to Recognize and Cultivate The Three Essential Virtues’ by Patrick M. Lencioni 
  • ‘Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs’ by John Doerr
  • ‘The Infinite Game’ by Simon Sinek
  • ‘Atomic Habits’ by James Clear
  • ‘Mindset: The New Psychology of Success’ by Carol S. Dweck
  • ‘Make Your Idea Matter: Stand out with a better story’ by Bernadette Jiwa
  • ‘Je kunt het maar één keer doen’ by Barbara van Beukering

Why you should read these books

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