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Using case studies and real-life examples, Scott explores the latest best practices that lead to marketing success. The first part is an argument why organizations, especially smaller businesses and nonprofits, should emphasize social media and how the efficient use of social media depends on a different way of thinking compared to traditional media.
The second part discusses the different tools of social media and how they could be used to support marketing and PR. He goes on to define niche and mission, providing information and targeted content, thinking about virtual audience, and dialogue with members and related organizations. He covers the implications for web site content as well. To do this, you must philosophically move from monologue to dialogue and from propaganda to participation.
These four communication modalities combined with the ability to bypass land-based distribution channels and transact commerce online represents a sea change in marketing.
Web sites are the primary interface between most businesses and their customers. The title is the recurring theme of the book: customers should not have to figure out or interpret your site, it should just work the way they expect.
We scan them. We satisfice them. We muddle through.
The book is shortish at pages and uses the principles he recommends. It is colorful, uses high-contrast layout, and is very skimmable with clear headlines and subheads. Every marketer with a web site needs to read this book periodically. In Pre-Suasion Cialdini goes deeper into the subtleties of persuasion, covering privileged moments, attention and importance, focus and causality, identity, place, crowds, and shared action.
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The book seemed particularly insightful and relevant after watching the momentous US presidential election. Watch a webinar on persuading your organization to support SEO. These insights help a marketer in two primary areas: 1 persuading internal colleagues and executives to support the marketing plan and its initiatives, 2 persuading the consumers to take appropriate action.
Though the book is primarily sociological and psychological, Cialdini does give examples of how to influence download behavior and willingness to spend more. He cites studies that showed how free gifts increase tips dramatically, that people are pre-suaded to download by commonalities and getting compliments, and how social proof works.
A compelling read. This is an important topic for marketers whose main goal is to make their products known and loved by as many people in their target market as possible.
He covers many media over the last 2 centuries, including Impressionist art, winning political speech and speakers, movies, music, fashion, books, Etsy hit products, and mobile apps. Interestingly, he finds that viral distribution in the common sense does not really drive the results. Most of the hits benefit from a big push from one or more players with a large megaphone. In the end he concludes there are no hard and fast rules on what makes things pop, but there are some reliable patterns: 1 simplicity, 2 familiarity, 3 frequency, 4 influential supporters, 5 close-knit supportive groups, 6 rhyming and catchy copy, 7 logical balance and intriguing inversion in messaging, 8 cross-channel support, 9 gradual innovation, and 10 ad hoc random influences.
This defines the range of where something new is novel and refreshing but also not so different from known elements as to feel too strange.
That is a sweet spot for cutting-edge design and media. Thomson is a good, young writer and fine storyteller, and he has put together a useful treatise on a nebulous topic.
In this book, marketing guru Ann Handley gives insightful guidance that everyone can use to uplevel skills, write like a pro, and develop high-quality content that gets results. The book covers all things writing, from grammar and organizing ideas to creating a compelling brand story. Read the free ebook on content marketing success. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well.
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