Convey everything in 7 words or less

Published on 30 September 2009 by Jorge in Communication

View Comments

Twitter is talk of the town right now and the topic that gets the most attention is the art of the retweet. Now we have people coming up with formulas on , not to mention scientific research on .

If you want to get retweeted and this is way above your head, let me put things a little more simple. Let me explain.

 

In their book Made to Stick authors Chip and Dan Heath propose a framework that can help us communicate our ideas and make sure people remember them. Using their  (Simple, Unexpected, Concrete, Credible,Emotional, Story) to guide our thinking it also important to remember the “7 words or less” concept.

In 1956 cognitive psychologist George A. Miller suggested that , it appears to have finite capacity. The formula he came up with to explain this capacity was 7+/- items. Decades later is was determined to be roughly 2.5 seconds of information.

 

What this means is that in order for your message to remembered and be worthy of mention (retweeted), you need to structure your messages in 7 words or less.

Twitter is a great example of a tool that puts this concept to the test. With only 140 characters to write your message, you have to get to the point. To date the best formula that I’ve found to work is to . Nothing complex about that!

With consumers getting bombarded with messages that want their attention every second of the day, getting their attention is a challenge. But using the SUCCES framework to get our ideas across is in a short (7 words or less), simple and concrete way we stand a better chance at getting theirs and everyone’s attention.

 

Key takeaway: People are better at remembering messages with 7 words or less.

 

Is there a different formula you follow to get more retweets?

If you enjoyed this post, make sure you subscribe to my RSS feed!

Continue Reading

Don’t create compelling content. Create great products and services

Published on 28 September 2009 by Jorge in Innovation

View Comments

create cool products and services

 

There is a universal assumption on the internet that if you create compelling content you get all the good stuff every business wants. You get the traffic from organic SEO, the awareness, the branding, the word of mouth, the community.

Really? Is it that easy?

I don’t think so!

Don’t get me wrong producing compelling content so people come read, see, hear and spend time on your site is a good engagement strategy but the problem is when it’s treated as a tactic. and applying the same tactics that worked for others is not going to work for you. Let me put it more bluntly, if you do the same thing as your competitors you’re already irrelevant.

Instead look at it this way: , create great products and services so you’re #1 in people’s minds.

The truth is if you want to create compelling content (anybody really know what this means?) your better have a damn good product or service that people want/need because a good product or service speaks for itself.

You have to escape the natural pull of the ‘tactical mindset’ and focus on the doughnut not the hole. Differentiation doesn’t come from producing ‘compelling content’, it comes from providing products or services consumers will fall in love with, stuff that engages them emotionally and that enhances their lives.

Key takeaway: When you can create awesome products or services, you don’t need to find better ways to sell it.

If you enjoyed this post, make sure you subscribe to my RSS feed!

Continue Reading

The right way to do customer service

Published on 28 September 2009 by Jorge in Customer Experience

View Comments

You want to know what good customer service looks like? Check out Woopra’s CEO John P. video and blog post announcing that his . With no seed capital in the bank to keep the service free, Woopra is ready to start monetizing their service and is asking for their loyal user base for support.

Whenever there’s a company with no seed money in the bank that creates a damn good product and rides it out for almost 2 years with out making single dollar and asks it’s users for help, you have to respect that.

What stands out is the level of transparency, let your users know what’s going on, what you want the product to become and how you plan on getting there…a battle cry that we’re all in it together.

Woopra has a fiercely loyal community of users and I have no doubt that they’ll show their support so the service continues.

 

Why is this important to you?

You can see there are companies out there who are willing to create a great product, create a community around it and include them in the success of the business.

Key takeaway: Honest, transparent and authentic service goes a long way towards creating a relationship with your users that when called upon are more likely respond with passion.

 

 

 

P.S. I’ve been a user of Woopra for about a year now and I think It’s a great service.

If you enjoyed this post, make sure you subscribe to my RSS feed!

Continue Reading

Must read digital marketing stories of the week: Time influences consumers choice when making decision about products

Published on 26 September 2009 by Jorge in Weekly must reads

View Comments

Our first must read digital marketing story of the week comes from Wharton where new research into how consumers make decisions finds that creating a personal connection with your product based on the time consumers spent with it has a stronger effect in their minds.

From the article:

"Consumers think more positively about the product because, with time spent, one becomes more engaged with [it] — [the product] must say something about you. Spending money is less personally connecting." "By simply directing people’s attention to time, rather than money, you can actually make people make happier decisions." 

 

 

If you enjoyed this post, make sure you subscribe to my RSS feed!

Continue Reading

Must read digital marketing stories of the week: building brands you can trust

Published on 19 September 2009 by Jorge in Weekly must reads

View Comments

Human interaction is taking center stage as we move into a more social web. Presenting a human face to consumers is something brands have to embrace, no longer will consumers tolerate talking to a machine. ‘Talk to me but don’t push your business on me’ is the challenge some brands are already starting to master.

In our first must read story of the week Chris Brogan talks about the importance of the human connection between brands and consumers.

 

.

Popular blogger and social media expert Chris Brogan, who recently released his new book Trust Agents, talks about the importance of humanizing brands.

 

.

One of key problems in social networks today is businesses treat them as another channel for their brand, they don’t work this way. Research conducted by Professor Mikolaj Jan Piskorski provides a fresh look into the interpersonal dynamics of these sites and offers guidance for approaching these tantalizing markets. Key concepts include:

  • Online social networks are most useful when they address failures in the real world.
  • Pictures are the killer app of social networks.
  • Women and men use these sites differently.
  • Businesses shouldn’t consider SNs as just another channel.

 

.

The viral video that breaks down how Apple has a way of using “Incredible, amazing, awesome Apple” in their keynotes to induce people to buying more.

 

.

Microsoft’s Bing search engine is growing in usage, the main reason is how it differentiate itself from Google. It’s offering is based on decisions consumers need to make a making it easier for them to make the right one and as Mashable notes, people are noticing. That’s one hell of a good value proposition! 

 

.

A simple formula to get retweeted!

1. Keep it short,

2. Say something interesting.

 

Are you thinking of redoing your website? Seth Godin shares his list of questions we should ask ourselves before thinking of redoing our website.

 

Lisa Barone shares with us 4 tips to increase the interaction your users have with your brand through a Facebook Fan Page:

  • Make people feel they’re part of something
  • Appeal to core members
  • Offer exclusive content
  • Make your fan page their forum

Facebook Fan pages have always been a valuable way to build a community and learn about your audience. However, now they’re also a great way to get your users to spread the word about your brand to their friends with the use of tags. Give them a reason to join your Fan page. Make it exciting and worth their time. And then encourage them to talk about you, to tag you and increase the eyeballs interacting with you online.

If you enjoyed this post, make sure you subscribe to my RSS feed!

Continue Reading

1 2 »