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3 Things Most Sales and Marketing Experts Agree On. Number 3 Is Often Neglected.

There are many different marketing tactics but the underlying strategy remains the same.

Here are three main principles that most marketing experts agree on: Read more

How to Get More Ideal Clients

Wouldn’t your business be better if you could have more ideal clients?

One key to achieving any goal is to gain clarity.  The clearer the goal, the easier it is to achieve since you are not shooting in the dark.   Read more

15 Ways To Market Your Stuff

15 Different Ways to Market Your Stuff

Peter Drucker said, “Business has only two functions — marketing and innovation.”

The following list can be used to act as starting points and ideas for

  • Marketing Videos
  • Blog Posts
  • e-Books
  • Brochure Material
  • Sales Material
  • Podcasts
  • Infographics
  • Webinars
  • Any other marketing messages you can imagine

Read more

How to Create Habit Forming Products

Imagine if your product or service was habit forming and people looked forward to using your product or service multiple times per day.  Your business could soar to incredible heights like Facebook, Google, or Apple.

The entrepreneur, Nir Eyal, has done extensive studies to learn what causes habit forming products and services.  He gave the keynote at the Detorit Venture Partners found here:

Below are my notes on this talk:

How to Build Habit Forming Products

Screen Shot from Nir Eyal's Hooked: The Psychology of How Products Engage Us by Nir Eyal Presentation

Screen Shot from Nir Eyal’s Hooked: The Psychology of How Products Engage Us by Nir Eyal Presentation

  • Create a Habit with

    • Great Frequency

    • Attitude Change

  • Painkiller

    • Obvious need – stop pain

    • Quantifiable market

    • Monetizable

  • Vitamin

    • Emotional need, not efficacy

    • Makes me feel good knowing

    • Unknown market

  • Habit is when not doing something causes pain

  • Habit forming are both vitamins and painkillers

    • Starts as vitamin and

    • Create the need and alleviate

  • Creating pain?  (more of an itch)

  • Habit – Behavior where no cognition

  • Hook

    • Trigger

    • Action

    • Variable Reward

    • Investment

  • ATARI

    • A Hook

    • Trigger

    • Action

    • Reward

    • Investment

  • Trigger

    • First step

    • Habits aren’t created they are built upon

    • External

      • Alarms

      • Calls to action

      • Emails

      • Stores

      • Authority

    • Internal

      • Emotions

      • Routines

      • Situations

      • Places

      • People

      • In user’s head

    • Emotions are frequent internal triggers

      • Dissatisfied

      • Indecisive

      • Lost

      • Tense

      • Fatigues

      • Inferior

      • Fear of loss

      • Bored

      • Lonesome

      • Confused

      • Powerless

      • Discouraged

      • People with depression check email more.

        • Email makes us depressed

        • Depressed people trying to use email to get out of depression

      • Internal triggers in tech

        • When I feel… I use

        • Lonely Facebook

        • Hungry Yelp, Grubhub

        • Unsure Google

        • Anxious Email

        • Lost GPS

        • Mentally fatigued ESPN, Netflix, Youtube, Hulu

      • Know your customers internal triggers

        • Every time the user feels (internal trigger) they use (product)

      • Instagram Triggers

        • External Internal

        • FB and Twitter Fear of losing the moment

        • App notifications Bored, lonesome, fear of missing out

        • App Icon

      • Summary

        • Triggers are the first step of the hook

        • Designer informs what to do next through external triggers

        • User informs what to do next through internal triggers

        • Emotions provide frequent internal triggers

    • Actions

      • Need a Simple action before the reward

      • When doing is easier thinking = action

      • Fogg Behavior Model

        • B=m.a.t.

        • Behavior = Motivation, Ability, and Trigger

      • Motivation – The energy for action

      • Motivators of Behavior

        • Seek Avoid

        • Pleasure Pain

        • Hope Fear

        • Acceptance Rejection

      • Factors of ability

        • Time

        • Money

        • Physical Effort

        • Brain cycles

        • Social deviance

        • Non-routine

      • Simple online actions in anticipation of reward

        • Login (Facebook, WordPress)

        • Search (Google, Yelp)

        • Open (Twitter, SMS, email)

        • Scroll (Pinterest, Instagram)

        • Play (Youtube, online games)

        • Failure occurs when too hard to start

      • Summary

        • Action is the second step of the hook

        • Action is the simplest behavior user can do before getting rewarded

        • To increase behavior

          • Ensure a clear trigger is present

          • Increase ability by making it easier

          • Align with the right motivator

  • Variable Rewards

    • The brain and rewards

      • Reward system stimulators

      • Stimulating the Stress of Desire (the itch)

        • Dopamine system activated by anticipation of reward

        • And dampened when reward achieved

    • Supercharge the “stress of desire”

      • Anticipation

      • The unknown is fascinating

        • Our brains are prediction machines

        • We seek to understand cause and effect

        • Variability messes with our heads

        • Causes us to increase focus and engagement

        • It’s habit forming

      • Intermittent rewards increase response rate

      • The endless search

        • Dopamine drives the search

        • Variability spikes dopamine

        • Our brain was built to endlessly search

      • Variable rewards

        • From the tribe

        • From the hunt

        • From the self

      • Search for Social Rewards from the Tribe

        • Cooperation

        • Competition

        • Recognition

          • Badges/Honor Points

        • Sex

        • Empathetic Joy

      • Search for Social Rewards from the Hunt (Search for Resources)

        • Food

        • Money

          • Gambling

        • Information

          • Scrolling

          • Pinterest

      • Search for the Sensation from the Self

        • Mastery

          • Leveling up in a game

        • Consistency

        • Competency

        • Completion

        • Control

      • Must still solve a pain

        • Variable rewards are not a free pass

        • You still need to give the user what they came for.

        • (See internal trigger and motivation)

      • No engagement without autonomy

        • People resist being controlled

        • Autonomy is a pre-requisite

        • If lost, you fail

      • Finite Rewards Decay

        • As rewards become predictable, they become less interesting

        • Finite Variability Infinite Variability

        • Single-player games Multi-player games (social)

        • Consumption of Media Creation of content

        • Communities

    • Summary

      • Variable reward is the 3rd step of the hook

      • Reward types

        • Tribe

        • Hunt

        • Self

      • Maintain the feeling of autonomy, find infinite variability and alleviate user pain.

  • Investments

    • Where user does a bit of “work”

    • “Pays” with something of value:

      • Time

      • Money

      • Social Capital

      • Effort

      • Emotional Commitment

      • Personal Data

    • Investment increase likelihood of next pass

      • Done in anticipation of future rewards

      • Makes next pass through hook more likely by

        • Loading the next trigger

        • Storing value

        • Creating preference

    • Loading the next trigger

      • (Pinterest) Email notification

      • Login

      • Communication (tribe) or Collecting (Hunt)

      • Pin, Re-Pin, Like, Comment

    • Storing Value

      • Content – building album of photos in instagram

      • Data – Evernote

      • Followers – Twitter

      • Reputation – Ebay

    • Creating preference

      • Ease of use – but some user work increases habit

    • As we invest we seek to be consistent with past behaviors

    • Little investments, big results

      • “Please drive carefully” sign example

      • Group 1 – 17% accepted

        • Asked to place 3 foot sign in yard on first go

      • Group 2 – 76% accepted

        • First asked to place 3 inch sign in yard

        • Two weeks later asked to place 3 foot sign in yard

    • Investments shape our tastes, preferences, and identities

    • Summary

      • Investment is the fourth step of the hook

      • Small amounts of work to increase the likelihood of the user returning by:

        • Loading the next trigger

        • Storing value

        • Creating preference

    • The Hook

      • An experience designed to connect a solution to the user’s problem with enough frequency to form a habit

      • Hooks create associations

  • Cultivate Meaning

    • World is full of problems to fix

    • Help others find meaning

    • Engage them in something important

    • Build the change you want to see in the world

  • Please raise your phones

    • I love feedback

    • Please go to www.OpinionTo.us

    • Help make this presentation better

      • Give feedback

      • Then get the slides

    • Thank you

 

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Orig Media Marketing Services

Orig Media Marketing Service Commercial

Check out our commercial on how we can help your business marketing with our available services!

Feel free to contact us with questions!  We are also available to meet!

 

Contact us:

team@origmedia.com

(808) 447-9559

1149 Bethel Street #507

Honolulu, HI 96713

10am – 5pm

3 Shortcuts that Will Improve Your Writing Forever

Writing is a skill that helps in all areas of your life from your business, marketing, relationships, or filmmaking.  Here are three shortcuts that will change your writing forever:

  1. Write every day.  Even if it is ten minutes a day.  Writing emails and text messages don’t count.
  2. Read every day.  Get a good book and put it on the toilet if you must.  Emails, blogs, text messages don’t count unless they are related to improving your writing.
  3. Write from the heart.  Write with frightening and painful honesty and people will connect  to your writing.

Bonus:  Re-write your work.  Creating drafts are part of the process like a sculptor chipping away at the rock until it is polished.

This will help you improve your storytelling and communication dramatically.

P.S.  If these don’t feel like short and easy ways to improve your writing, remember this quote, “The shortest distance between two points is a straight line.  The longest distance between two points is the shortcut.”

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Hacking Crowdfunding

I had the honor and pleasure of being on of the speakers at Hawaii Social Media Summit.

I also heard Yan Budman, Director of Marketing of Indiegogo, speak about Hacking Crowdfunding.  According to Google, Crowdfunding is the practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the Internet.  Indiegogo is one of the leaders in this industry alongside Kickstarter.

Here are my notes from his talk:

 

Crowdfunding is shared enthusiasm with a global audience.

Give people an opportunity to share in the enthusiasm

 

This is an amazing thing for us to have

This is how you can contribute

 

Pitch video

Goal

Perks

  • Free promition and market research

  • multi-level engagement

    • custom experiences

    • custom communication

  • Identify Social Media Influencers

  • Amplify Existing Marketing Initiatives

Crafting an Awesome Campaign

  • Asking for more money can work against you

    • Green bar effect

    • 30% funded is the social proof necessary to

    • 87% of campaigns that hit their goal, exceed it.

    • Break it up in to different campaigns.

  • Keys to successful video

    • Honesty

    • Transparency

    • Authenticity

    • Campaigns with a video raise 114% more than those without.

    • Make people feel something.  Evoke an emotion

  • Length of campaign

    • Sweet spot is 30-40 days

    • Keep them engaged

    • Be consistent

  • Have a team

    • Campaigns with 4 or more people raise 138% more

      • Social Media manager

      • Editing the pitch

      • Overall marketing

      • PR person

      • Listening and engaging

  • Crowdfunding perks

    • Passion

    • Participation and pride

    • Perks

  • What can a perk be

    • an experience

      • virtual high 5

      • tweet at you a thank you

    • a digital good

    • a physical object

    • anything you can (legally) imagine

  • Perk Pricing Strategy

    • $25 (most contributed)

    • $50

    • $100 (raises the most money)

    • $1000 (create something that becomes a discussion PR point)

 

Running and Promoting a Campaign

  • Building the initial momentum with provide you with additional exposure

    • expect to raise 20-30% from friends and family

  • Create an action team

  • Develop a communications calendar

    • Email to network with personal email

      • I’m inviting you to be part of our action committee

      • You’re going to contribute on day 1

      • You’re going to tweet and facebook

      • Want to be in, if not, that’s totally cool

    • Soft launch

      • with the small action team first so that when media get there it looks good

  • Engage with the community

    • Two-way communication

  • Release new perks

    • 62% of campaigns that reach their goal have multiple funders

  • Send updates every 2-3 days

    • Raises 2x times $ vs sending 2-3 total

  • Provide the latest information/updates

  • Fulfill on claimed perks

  • Up-sell / cross-sell

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How We Got on Page 1 of Google in 7 Hours

Yes, this is totally true even though it happened on April Fool’s day.  We applied a social media marketing technique called “newsjacking.”  Check out this screen shot of our blog post that reached page 1 on Google in a few hours.  Look at the other sites that we are next to:  BusinessInsider.com, Time.com, RedditPics.com, and the NYPost.com

Screen Shot of Our Post on Page 1 of Google

Screen Shot of Our Post on Page 1 of Google

This gave us a very big boost in traffic.

This is how we did it:

Late in the evening on March 31, I wasn’t sleepy and decided to check out Netflix.  On their homepage, I saw this:

Screen Shot from Netflix's Homepage

Screen Shot from Netflix’s Homepage

I love Netflix’s House of Cards and what it is doing for the industry but the title, “Rotisserie Chicken,” and the description were suspicious.  Of course, I had to click to watch it.  I scanned through the film and it’s 73 minutes of finger-licking chicken roasting.

I immediately employed a marketing technique called “newsjacking.”  As David Meerman Scott puts it, “you inject your ideas or angles into breaking news, in real-time, in order to generate media coverage for yourself or your business.”

I took a several screenshots of the Netflix’s page and movie.  Then I posted this blog post pointing out their April Fool’s Day joke.

I must have been the first person to post it, plus I have been very diligent about posting on our blog, so Google picked it up.  I noticed Google picked it up when writing my next blog post that morning and saw a huge spike in our traffic.

This is a doable marketing technique but not easy.  I believe it takes practice and situational awareness.  Plus, ideally, you have to be fast.  Meerman Scott points out specific techniques to increase your efficacy with this technique in his book at www.newsjacking.com 

He also has a good example outlined here:  http://www.webinknow.com/2014/01/newsjacking-chris-christie.html

Check it out.

 

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Screen Shot from Double Your Traffic in 30 Days from QuickSprout

2 Shortcuts to Double Your Web Traffic and Double Your Conversions

Here are two awesome resources to double your web traffic and double your conversions.

http://www.quicksprout.com/double-your-traffic-in-30-days/

and

http://www.quicksprout.com/double-your-conversions-in-30-days/

This is from Neil Patel‘s www.QuickSprout.com

I have been following along and it is a quick 5 minute read every day.  Implementation time for each item will vary according to how much you already have set up on your website.  I plan on doing the 30 day program more than once.  I try to implement as much as I can each day.  Sometimes it takes me 10-15 minutes to implement and other times it might be an hour or so.

At the time of this writing, I am on Day 24.  One of the lessons you will learn is to schedule your blog posts in the future using this wordpress plugin:  http://stresslimitdesign.com/editorial-calendar-plugin

This helps tremendously to see how our content is scheduled.  I am in a routine of writing several projects every day.  It’s great to keep track of the topics covered.

As a short cut to get to each day quickly, rather than scrolling all the way down, you can use this example link:

http://www.quicksprout.com/double-your-traffic-in-30-days/#day-03

and

http://www.quicksprout.com/double-your-conversions-in-30-days/#day-03

Just change the “03” at the end to the day you are on.  For example, change it 08 and it will bring you to day 8.  If you don’t understand, don’t worry, just click on it and scroll to the correct page.

I hope this helps.

P.S.  If you get a chance, read Neil’s personal story here:  http://www.quicksprout.com/about/ It’s his story of a middle class immigrant working very hard to be successful.

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Screen Shot from Action Movie Kid Youtube Page

Do What You Love

The above video is from Daniel Hashimoto. Daniel is an animator at Dreamworks. He has created a series of super short clips of his son as an action hero.

I wanted to mention this because I believe it is important to do what you love or do what you are passionate about.  When you do that, your passion shines through each project.  People are attracted to that and great things will happen.  He is seeing great success on Youtube and he has been mentioned on news outlets all around the country.

It reminds me of one of my favorite quotes, “Don’t ask what the world needs. Ask what makes you come alive and go do that. Because what the world needs is people who have come alive.”  –Howard Thurman

Check out Daniel’s videos here:  https://www.youtube.com/user/theActionMovieKid/videos

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