Paul Boag on Twitter

Hick’s law states that there is a predictable increase in the time it takes somebody to decide, as the number of options goes up. Yet we regularly bombard users with options on our websites.

Keeping options simple and straightforward on your website rarely works against you. In fact, I believe you are doing your customer a favour by reducing the need for weighing up options before proceeding with a transaction.

Paul’s, tweet reminds me of a post Lou wrote (back in 2015!) called Drowning in Choice.

Barry Schwartz in his book The Paradox of Choice, says that at the point where the effort to make an informed decision overtakes the benefit of having a choice, then “choice no longer liberates but debilitates. It might even be said to tyrannise.”

Carrie Webster writing for Smashing Magazine.

‘Whether it is a website, a software application or a smartphone app, it’s about first designing the structure of how your information is organized, and then translating this into a logical navigation hierarchy that makes sense to the users who will be accessing it. In this world where we can sometimes feel as though we are drowning in data, information architecture provides us with a logical way of organizing this data to make it easier to locate.’

Content structure is a core part of my web design process and in a large part informs the visual design of the website.

In my early design days I used to draw out the site using dummy text or images in illustrator, get the design signed off by the client then build the HTML and shoehorn in the content. We’d always get it to work but there was a lot of refactoring the design to fit. It’s completely backward when you think about it but it’s how most of the industry worked.

If you think content structure on a website is important (and you really should) then after you’ve read Carrie’s article you should also check out the book Content Design by Sarah Richards. It’s an easy read and explains why designing your content will have the biggest impact on your site visitor. Her experience is informed, in part, by her time at GOV.UK.

From mid October you can list your products in the Google Shopping tab for free.

‘Today we announced that we’re bringing free listings to the Shopping tab in countries across Europe, Asia, and Latin America. Just as we don’t charge sites to be part of the Google Search index, listings for participating retailers are eligible to appear in these results at no cost to them. Paid listings will continue to appear in ad slots and will operate in the same way as Shopping ads do today.’

I’m glad they’ve made this change. This used to be the norm for the product feed until they made it ad supported only.

Jason Fried’s forward to Bob Mesta’s new book ‘Demand Side Sales 101‘ has a few great sales tips. I cannot wait to read the Bob’s book as I’m an avid follower of JOTB.

‘It wasn’t until my manager encouraged me to shut up, watch, and listen. Give people space, observe what they’re interested in, keep an eye on their behavior, and be genuinely curious about what they wanted for themselves, not what I wanted for them. Essentially, stop selling and start listening.’

This can work in any relationship or negotiation. It’s something we all find hard, me included. Here’s another nugget

‘They didn’t care about the precise weight, or that this brand shaved 0.5oz off the model this year compared to last. They didn’t care what the color was called, only that they liked it (or didn’t). The tech- nical qualities weren’t important – in fact, they were irrelevant.’

Don’t focus on the features, focus on the benefit to your customer. It the case of shoes it could be how they make them feel not what they can do.

Listening is a crucial attribute of a successful sales person. If you listen well, your potential customer will always tell you what they want and how you can sell it to them.

Part of the business recovery workshop series by Start And Grow Enterprise

The pandemic has moved us to new ways of doing things. We’re having to adapt and change to meet the needs of our customers, which now include meeting the social distancing requirements. So how can you make the most of the online tools that are available to both market and sell your business virtually?

In this webinar, I will share some great ideas on using online tools such as Social Media, Video and Augmented Reality (AR) to connect with your customers so you come out of this stronger together.

(more…)

I’ve been waiting for a feature to compensate for poor lighting for a while. This and many more features now available in Zoom.

Feel even more video-ready with granular control over the intensity of your touch-ups and lighting adjustment, so you’re well-lit in any lighting. Change the brightness of your panel and amount of skin smoothing to put your best video frame forward!

These controls will never make up for having good lighting In the first place. I made a little image grid to show what a difference a simple light makes.

I wish the Mac had better built-in camera controls to adjust exposure, brightness and other factors that can affect the quality of the video. I currently use the app iGlasses to make these adjustments for my webinars but for security reasons this never worked in Zoom. I’m so pleased they added these extra features.

Worry about not making your ideas happen in the first place.

Seth on his blog

When I was a book packager, we ended up publishing about 120 books and pitching another 1,000 that were never published. In all of that time, I can only remember one of our ideas (it was a big one) being stolen from us and published without our participation. That code of ethics created a feeling of intellectual safety. But, at the same time, it was our successful books that were copied the most–and that copying was not just a symptom but often a cause of their success.

If there is one person worth copying, it’s Seth.

Relatedly there’s a good book I listened to called Information Doesn’t Want to Be Free by Cory Doctorow. He argues that by protecting your idea with wrappers of digital copy protection you’re stopping your work spreading and being bought by more people than if you didn’t have any copy protection at all.

Announced in Apple’s developer conference keynote a couple of weeks ago was an interesting feature for new apps that enables a small functional portion of your app to be downloaded when triggered by a QR code or NFC tag. Apple’s developer guidelines explain more.

‘Consider creating an app clip if your app provides an in-the-moment experience that helps people perform a task over a finite amount of time. For example:

– A rental bike could come with an NFC tag that people scan to launch an app clip that lets them rent the bike.

– A coffee shop could offer an app clip for fast advance orders that customers launch from a Smart App Banner on the coffee shop’s website. Customers could share a link to the website from the Messages app, which recipients then tap to launch the app clip from within Messages.

– A restaurant could let diners launch an app clip from the Maps app or a suggestion from Siri Suggestions, or scan an NFC tag at their table to pay for a meal.

– A museum could have visitors scan visual codes on labels next to displayed works to launch an app clip that reveals augmented reality content or provides audio commentary.’

This is perfect for all those parking meter apps that require far too much information to signup when all you want to do is pay and run.

Lily Hay Newman at Wired

‘In macOS Big Sur, Safari will include a specific “Privacy Report” to break down what specifically Safari is blocking and give you more insight into which trackers are cropping up in your daily browsing.’

This means that any tracking pixels and code, including Google Analytics, will be clearly listed for all Safari users when they upgrade to macOS Big Sur later this year.

Shaming websites into reducing or removing all trackers on their site is the best way to improve the tracking and data leeching situation. Cookie policies and popups do nothing but confuse the situation and, like many agreements and terms of service online, people quickly click through to get to the information they want.

Using Ghostery in Chrome to test on our site for trackers, it shows we have two trackers. Google Analytics and DoubleClick. The Double click tracker is used by YouTube when we have embedded videos and can be removed by making sure you embed the videos with ‘Privacy-enhanced mode‘, I must admit I thought all our videos were set to use this, it appears a few weren’t. I’ve added a script to fix all videos on our site

Google Analytics will stay for now but I am looking at a way of compiling basic tracking reports locally on the server and not sending this data to Google.

My notes from the online version of WordCamp Europe back on the 5th June 2020. As I watch the videos and add my notes I’ll update the content on this page.

Friday – Track One

Sustainable freelancing – Wendie Huis in ‘t Veld (2:15:23)

• Take care of yourself – Look after yourself like you would look after a child
• Set healthy boundaries – One example Wendie gave was asking for all website content to be provided upfront before she begins a project, this helps her build websites on time.
• Make things easy on yourself – Remove or delegate jobs you don’t like, automate what you can, systemise what you have to do
• Give yourself permission to make mistakes – Write permissions down, it’s a helpful reminder
• Get support with other people – Have people you can talk to and that will hold you accountable
• Make time to have fun
• Make changes in small steps

WordPress performance – Hristo Panjarov (2:58:58)

• Keep your plugins and WP core undated. Many updates include speed enhancements
• Make sure using Opcache
• Preloading in PHP 7.4 brings further speed improvements
• PHP 8 due for release later this year which brings further speed improvements
• Use WebP formatted images, can be 2-3 times smaller than JPEG
• Load only critical CSS at the start of the page. Everything else should load as needed. Can be difficult to implement manually
• You should minify JS, CSS and HTML files if possible
• User server-side full page caching such as Varnish or NGINX

The art of building better websites with science – Ruth Raventós (3:44:03)

• What is the goal of your website? Get more visitors or increase conversions
• CRO (Conversion Rate Optimisation). Either blindly make changes and hope for the best or apply a process and make changes based on results
• In CRO: Your opinion doesn’t matter, and hacks and best practices don’t always work
• CRO process – Plan -> Measure -> Prioritise -> A/B test
• What is your customer funnel? How do they find your site? What do they do on your site? Do they take action? Are you measuring this?
• Assess your page against five criteria and how you can improve them: Relevancy, Clarity, Friction, Distraction, Value 
• Use Google Analytics to set up measurement and KPI tracking. Also, identify leaks, where do people who don’t buy go to
• Use scroll maps, click maps and pointer heat maps, customer surveys and user reviews are also really useful to see exactly how people use your site
• Look for easy wins and changes that will create the most value
• Review the issues and propose a hypothesis
• Decide on a change and split the traffic between the page variations
• Not all of your ideas will be successful. For example, tried adding banners and video to their pages and these were either ignored or did not increase clicks. So make changes but test the results.
• Run tests for a full business cycle. This depends on how long it takes people to make a decision so could be a week to a month.

In conversation with Matt Mullenweg (4:29:10)

• A short demo of some upcoming improvements to the block editor
• Then a Q&A

This afternoon a registration form for an upcoming webinar of mine was spammed with over 4100 email addresses from a spam bot. If you were one of that number then I’m really sorry that you just got an unsolicited email from Demio, the webinar software we use, booking you onto a webinar. Your email and details have been removed and Demio is working on a fix to prevent this in the very near future.

Here’s what I know

The first I knew about this was from an email at 14:11 from an ‘attendee’ asking, quite rightly, why they had been registered for this event and where had I got their details from – I didn’t immediately have an answer for them.

I jumped straight into Demio and confirmed that we did indeed have spam registrations. My first thought was to stop further registrations but there was no obvious way to do this except to reduce the number of attendees down to 1.

I then spoke to Demio to find out what was going on and to make sure that this wasn’t a data breach. They confirmed it was from a social media spam bot NOT a security breach or hacking, and removed all false registrations in 20 minutes. They are also set to release fixes to prevent this soon have also released fixes to stop this happening again*.

I even received our first ever negative feedback through SayHola. Rightly so, this person was pissed off.

The GDPR reference is from the signup form enabling me to communicate with the registrant outside of any marketing for the event.

To everyone effected, I’m sorry that our event spammed you. I hate spam and I hate that you got this.

*Update from Demio

We were able to put in a fix to prevent any of those bots from registering to any Demio event again, and we’ve also removed any bot registrations from your Event. You’re good to go for this event!

Also, in the next few days we have an update that will create more restrictions for registration (checking emails etc) that will further prevent bots!

Paul D McGarrity step by step observation of a bot on twitter sowing the seeds for social division.

‘4) The trap is set. The tweet gets attention, a few retweets. Most are quote tweets with outraged reactions which do two things- they allow people to say ‘look at what THEY all think’ and it removes the casual viewer from the original account by one click. It ends here, unless…’

Look out for these bot accounts. There aren’t always easy to spot but if they have very strong views, low or no followers, check out their profile and see if makes any sense. If in doubt, don’t just retweet it.

I spent at least 15 minutes reading through Paul’s thread replies and checking out his profile before I was happy sharing this. Gosh, I hope he isn’t a bot!

A couple of tips from my last webinar with Heidi on how to look good and come across confidently when are presenting on zoom.

‘The most important thing you can do is have good lighting, particularly on your face.’

1. Use a window or lamp to light up your face
2. Use headphones to prevent echo
3. Talk to the camera so people feel you are talking to them
4. Write your talking points on a sticky note so you don’t have to look down and refer to your notes (thanks to Jonathan Mehan for this tip)
5. Mute if you are not talking. This prevents echo and allows you to type without disturbing others
6. Use dedicated Mic and Camera if you can. You will sound and look better.

Seth Godin leaving no doubt.

‘The systemic, cruel and depersonalizing history of Black subjugation in my country has and continues to be a crime against humanity. It’s based on a desire to maintain power and false assumptions about how the world works and how it can work. It’s been amplified by systems that were often put in place with mal-intent, or sometimes simply because they felt expedient. It’s painful to look at and far more painful to be part of or to admit that exists in the things that we build.’

Also watch this if you missed it.

I’m taking my headphones out and will try to listen.

From Wired

‘“My main gripe is that you’re selling a course for $6,000 to a person from middle America who’s put all their funds into this, and you’re teaching them to sell avocado slicers online with 40 other people who are also selling avocado slicers,” he says.’

Get rich quick schemes almost never work out except for the people who start them or sell the courses. Much like MLM schemes and too-good-to-be-true share offers.

It’s a dirty area and best avoided.

Been in my drafts for a couple of months but it’s still worth sharing.

The Information Commissioner’s Office published an Age Appropriate Design Code, it’s a set of standards that online services should meet to protect children’s privacy.

That means privacy settings should be set to high by default and nudge techniques should not be used to encourage children to weaken their settings. Location settings that allow the world to see where a child is, should also be switched off by default. Data collection and sharing should be minimised and profiling that can allow children to be served up targeted content should be switched off by default too.

This design code should apply to all users, not just children. But it’s a good start.

When it comes to children (and vulnerable adults), I’m less concerned about tracking and personal data retention but find it more egregious that they are taken advantage through psychological manipulation to spend more money or time in a game or service which has an overall objective to keep people hooked by giving them just enough of something they like to keep there endorphins flowing.

I hope everyone is well and staying safe.

Many of us at Rather Inventive work remotely so for us it’s (mostly) business as usual. But for some it’s going to be a period of hardship and this will be especially true for charities.

I don’t have much to offer so I’m going to make our Inventive Marketing club free to all charities for now and into the foreseeable future. I hope this small gesture will equip them with the tools to find more people willing to give and support their good work.

If you know of a charity who would benefit, send them over to my club page. Or ask them to contact me and I’ll get them setup.

I wish you all the best and if I can be of any help (in any way) do let me know – Take care

Ben

In the beginning, when the business was starting and I would have done anything to get work, I naively thought there was no such thing as a bad client.

I suspect my gullibility was obvious because I was soon approached by one individual who was willing to let me write a sample web page for him, on the promise that if he liked it he’d pay me a good rate.

He also promised that there would be ‘plenty more where that came from’. I couldn’t believe my good fortune. I spent an inordinate amount of time writing and re-writing to produce my very best work. I sent it, waited for him to come back to me with an offer of more work and I never heard from him again.

I am pleased to say that these days I am a little more discerning. I now have a core of clients who wouldn’t dream of taking me for a fool and are a pleasure to work with, but I’ve learned a few things along the way, like how to recognise a lousy client when they pop up on my radar.

There’s no escape

Crappy clients don’t limit their cheating ways to newbie writers. It doesn’t matter whether you’re a photographer, a website designer or an accountant, you will, at some point, come across a crappy client. He might try to trick you into doing work for free to ‘build your portfolio’ or he may string you along, with promises of work or payment. He might be the type who will pick up on every minor error, be difficult or confrontational, all in an attempt to reduce your price.

Recognise crappy clients

There are usually signs to warn you of trouble. If you can answer yes to any of these questions then you probably want to steer well clear;

• Does he know what he wants or does he change his mind several times before he decides? You could be doing an awful lot of unpaid work before he’s satisfied
• Does he consider a contract to be unnecessary?
• Is his communication inconsistent? – He may go ‘silent’ when it’s time to pay the bill.
• Does he promise future work, on the back of a freebie?
• Does he challenge your fee? Don’t confuse this with the perfectly reasonable request to ask for less work for a smaller fee if he has a limited budget but if he says you’re ‘too expensive’, walk. You know the value of your work, don’t expect less.
• Does he expect you to work for free to ‘build up your portfolio’?
• Does he act as if he owns you, expecting you to be available 24/7?
• Does he bad-mouth other businesses? – don’t think you’re the new hero; it’s only a matter of time before he bad-mouths you

This is not an exhaustive list.  Your gut will know when you’ve encountered a crappy client.

Trust your gut

As a business owner, it seems counter-intuitive to turn down work but if your initial thoughts are that a potential client could be trouble, trust your gut feeling. Otherwise you could end up with one who will drain your enthusiasm with his unreasonable demands or his crafty ways. You will feel violated, taken for a ride.

Stay clear

There is not enough time in the day to waste your time on clients who frustrate you so much that you want to tear your hair out and sob into your bath suds every evening.

Running a business or working as a freelancer takes time and energy. It can be stressful enough without having to justify your fees and chase after payments. Stay away from clients who make excessive demands, ask for the impossible and constantly complain. These clients can hinder your business and steal your soul if you let them. Instead, focus on the good, worthy clients; those who value your work and your business.

What about you? Have you had much experience with lousy clients? What did you do to get rid? Have you had a warning sign that a client may be from hell, but who turned out to be a good client? Let us know.

 

Would you love to find your ideal client? Here are 3 steps that will increase your chances, no matter the size of your business.

1. Who are they? Identify your ideal client

This first step was suggested to me by a fellow copywriter and friend a few years back. We were sitting having dinner one evening. I was bemoaning my lack of work, and so she suggested that I write a profile of my ideal client. She told me to think about exactly what he or she might look like. What kind of work does he do? What are his likes and dislikes? What does he want, expect, and hope for in life and work?

I was skeptical about how writing a list might help. But it couldn’t hurt to try, I reasoned, so I sat down and made a list, giving as much detail as I could. From the kind of work he did to the radio station he listened to, the number of children he had and his keep-fit habits – I listed everything. I then gave it no more thought.

Now, it could be pure coincidence, or it could be some magnetic vibe I sent out into the universe, but the very next evening I received an out-of-the-blue invitation to connect on LinkedIn, which I accepted graciously adding a message asking if and how I could help. To cut a long story short, that LinkedIn member is now one of my favourite customers. He gives me plenty of work, pays on time, and is generally a pleasure to do business with.

Obviously, this strategy doesn’t come with a guarantee. And it’s foolish to think that by doing this exercise your ideal client will magically materialise but it’s worth a try, isn’t it? The idea of writing a client profile is not new. Salesmen have been using this strategy for decades to find their clients.

The idea is that it’s difficult to go looking for something if you don’t know what you’re looking for. But if you know exactly the kind of person your ideal client is then it makes the job of finding him a whole lot easier. If you have no idea where to start, think about your past successes. What kind of client did you get the best results from? Write a list of his attributes.

2. Where are they? Find out where your ideal client hangs out

Let’s say you’re looking for a manufacturer to sell your metal press machines to.

Once you’ve created a list of characteristics of the manufacturing executive, you’ll have a little more to work with. You’ll be able to surmise, based on his job, his demographic, his hobbies and his motivations, what social media platforms he uses, if he uses them, or the events he might attend. Your manufacturer might use Twitter to keep himself up-to-date on product trends. He may attend manufacturing trade shows or conferences.

Does he frequent Facebook or Twitter? Seek out companies who could become your ideal client. Follow them and start conversations. It might come to nothing, it could lead to something. You never know. Chat over coffee at a networking event or a conference.

Be generous with the people you meet in these communities because you never know who might turn out to be your ideal customer. Whether online or in person, introduce people, offer advice and support, and recommend resources and tools. If you’re a service provider, then you could offer short consultations – Rather Inventive, for example, offers free 1-hour consultation of their marketing service – it might not lead to work, but it will all help to pull people towards your business, establish you as the expert in your field and help you to get more referrals.

3. What do they want? Focus on them when marketing

When you have a clear picture of the type of customers your business should be targeting, then you can create a strategy with these ideal customers in mind, rather than wasting time and resources on unsuccessful marketing efforts. You’ll know exactly what message, product, services, sales and support you need to put across to meet his needs, wants or desires.

Once you have your ideal customer in your grasp, figure out what they value most in a relationship with a business like yours. What do you need to do so that your new client doesn’t get the wondering eye, and start looking for another supplier? Optimise whatever it is that gives you the competitive advantage.

Your ideal customer is out there, somewhere. But he’s going to be tricky to find unless you know who he is, where he hangs out and what he wants. Take a few moments to consider these and you’ll stand a much better chance of finding him.  

—
Photo: Image Catalog, Writing in Notebook at Desk

A recent study in Australia has shown that spending time outside can significantly benefit physical and mental health. Ok, ok, I can see your eyes rolling – this is not ‘new’ news. What is new is the swathes of workers who are adapting their 9-5’s in order to embrace the great outdoors, using the benefits that nature brings to tackle work-related problems.

In our episode 9 of our podcast, Ben and Al speak to Jon Johnson, an organisation development guru who has pioneered a novel way of overcoming the metaphorical ‘brick wall’ that many of his clients face when trying to solve issues in the office. A keen mountaineer in his student days, Jon compares the notion of running a business with the idea of going on a physical journey.

When we climb to the top of a mountain, the view that greets us can offer an incredible perspective which we didn’t necessarily have at the start. In order to apply this metaphor to real-life, Jon invites his clients to join him on a walk – an actual walk – that involves some decision-making and trouble-shooting along the way but will ultimately result in a great view and a much clearer perspective on the business issues in question.

This concept is not dissimilar to the global movement, Street Wisdom, a social enterprise with ‘a mission to bring inspiration to every street on earth.’  These walking adventures are led by volunteer facilitators or if you can’t attend a workshop you can download the audio guide. In just three hours of walking and wandering, participants have ‘resolved problems that have dogged them for years, found new business ideas, changed careers, discovered new directions, and learned how to deal differently with living, learning and loving.’

Research shows that increasing urbanisation has led to cities becoming ‘epicentres for chronic, non-communicable physical and mental health conditions’. Green spaces are crucial in combatting the health threats that urban lifestyles pose. And for those of us stuck in sedentary jobs, it has been proven that by visiting outdoor, green spaces for 30 minutes or more, at least once a week, can reduce high blood pressure in a community by 9% and depression by 7%.

What are you waiting for? I’ll get my coat…

—

Photo credit: Helen Creese, Baynhams Copse

My inbox is currently full of ‘Ultimate Gift Guides’ for just about every living object known to man; gifts for him, gifts for her, gifts for grannies, gifts for kids. Dogs, budgies and inanimate objects are now all catered for at this time of year. New offers ping in on a daily basis with alarming velocity, reminding me of my complete inadequacy as an ‘Organised Christmas Shopper’. No I haven’t started yet. And no, I don’t have a list. I don’t want to dwell on that….

…so in order to avoid the impending doom of my ‘last-minute-shopping’ future (when you spend waaaaay to much on gifts that no-one actually wants because you didn’t give yourself enough time to source anything half decent), I decided to lighten my spirits by creating the Ultimate GIF Guide (helpful blogger or procrastination at its finest?!).

Er, so – can I put a GIF in a Christmas stocking?

No! A GIF is not a gift in the physical sense of the world – it just sounds like one, minus the ‘t’. But as an avid social media user, a GIF does feel like a bit of a treat. You see, GIF is the acronym for Graphics Interchange Format, which is a very boring name for something that’s pretty cool. It refers to a file format that supports both static and animated images. They are essentially quick videos that loop and don’t require a play button.

When is a GIF not a GIF?

GIFs are soundless, play in a loop and are typically just a few seconds long. Videos, by comparison are usually longer with sound or music.

What do I use a GIF for?

As well as spreading a little light-hearted cheer, GIFs can be used quite cleverly across your social media platforms. Like emojis, some GIFs allow you to be a bit more playful with your tone of voice. They can also help your posts stand out amongst the tirade of tweets and pictures that appear on Twitter, Facebook and Instagram. GIFs can have a serious use, too – for instance, they are a great way of showcasing products, animating data and creating ‘how-to’ guides and tutorials. I particularly like to use them to convey a message which requires more than 140 characters as a GIF will not take up any character space on Twitter – hoorah!

We love the tutorial GIFs
over on astutegraphics.com

Sold! Now, where can I find them?

I love Giphy. It’s full-to-brimming with gorgeous GIFs to suit all needs and occasions! You will also find GIFs at Tumblr and Google Image Search (just go Google, select ‘Images’ and at the bottom of the page you’ll see ‘Advanced Settings’. Click, then click on the ‘Type’ option and select ‘Animated’).

If you’ve got a bit more time and you’re feeling creative, have a go at making your own using these tools:

• imgflip
• ezgif
• makeagif
• me

Happy GIF-fing!! (don’t ever say that out loud…).

Last month I boldly travelled to the big smoke, braving commuters on the DLR and take away food for hipsters, to spend two days at Integrated Live, a digital marketing show in London’s Excel Centre.

Absorbing the latest trends in marketing from some excellent speakers, I bring back what I believe are the most important points from their talks – There is no end to my commitment to RI customers!

International Busking Day

Julia Jones (@DrRockUK) – How something as simple as a hashtag could unite ordinary folk and beloved rock stars to help build momentum around a single event, International busking day.

• Use hashtags
• Get influencers involved
• Timely posting around trending topics
• Sent out a promotion package with the hashtag and instructions how to promote to others
• Keep the idea simple and easy for people to get on board

How to use the Psychology of Language to Boost ROI on paid search

Sophie Turton (@TurtonSophie) – Tweaking the language you use to encourage more people to click through and convert on your Google Ad.

• Start with why – Simon Sinek ‘customers buy why you do it’
• Remember first and last pieces of content we see
• Include your keywords
• Solve a problem – Target the issue as well as the solution
• Customer: Think about what they love and hate and who are their best friends and enemies
• Add in reviews directly to ad content. Sometimes Google will automatically pull through reviews
• Use site links to testimonial pages
• “Most people would rather avoid loss than acquire gain”
• Insert urgency
• Add Google countdown customisation in advert – Increased CTR by 32%
• Repeated messages are more likely to believed
• Landing page (on site) must mirror advert

(A similar presentation of Sophie’s on slideshare)

What Works? – (Video) Marketing in 2017

Claire Emes (@C_emes) – How to make video more effective to stop people skipping the ad or bouncing back to search.

• Attention decrease from 12 to 8 seconds – Less than a goldfish!
• If you don’t look like an ad and you won’t get skipped
• Showing your brand early in a video makes people skip, unless it’s essential to the story
• Use sound to break through as audio bigger impact than visual
• (however) 85% of Facebook ads are ‘listened to’ with the sound off – Use subtitles!
• Time matters – What’s the greatest idea in 5 seconds? Before they skip or bounce

Storytelling Content – The What, Why and How

Ed Woodcock (@edwoodcock) – Brilliant presentation on how to write more compelling copy – Make it a story.

• A story needs a Hero, an Antagonist (or monster), a Mission and a Resolution
• The monster is the problem/challenge and the hero is your brand/product
• Kurt Vonnegut on the Shapes of Stories (good video, worth watching)
• All stories have a dramatic conflict (Sid Flickr) – Find the conflict!
• Embrace the dark side in story telling

Pics or it Didn’t Happen – The Power of Infographics

Robin Hüdepohl (@robinhuedepohl) – About combining text with visuals to make your concepts/sales pitches quick to understand and easy to remember.

• People process visual information 60,000 x faster than text
• Interplay between text and images will unfold the power of the story

A Facebook campaign, how we got results

Joel Davis (@joeldavis_) – A simple breakdown of their ad campaign for the new Thomas the Tank Engine film and what worked best for them.

• Video drives sales
• The more targeted the ads, the cheaper the CPM (Cost Per iMpression)
• Ad retargeting (showing the ad to people who visited the website) is incredibly important. In Cinema example people book within 48 hours of the show
• 10-13 seconds is ideal for Facebook video
• Important numbers to track – Cost/Sale, Sales generated
• What works to drive social engagement – Ask questions, run competitions

The Rise and Rise of Editorial Video

Simon Baker (@simonthebaker) – Creating video that people want to watch

• How to grow, sustain and engage an audience – Produce lots of Help content (long lasting and niche/specific). Add in Hub content (topical, short shelf life) then sprinkle with your Hero content (big ad/sales)
• Find sweet spot between audience passion and brand positioning
• Content checklist: Related to a topic?, Do you add value? Do people desire to see it? Is it right for the platform?
• Plan editorial agenda around current topics.

How to Listen: The Art of Not Making Noise

Samuel Goudie (@sgoudie) – Not only should you listen, but you should listen to people whose opinions differ from your own. Sam was an engaging speaker

• “When everyone is shouting no one is heard”
• Don’t block out opinions counter to your own. Actively seek out other people with different opinions

What is a Podcast?

Ask Google what a podcast is and you will be told:

a digital audio file made available on the Internet for downloading to a computer or portable media player, typically available as a series, new instalments of which can be received by subscribers automatically.

Ostensibly, a podcast is like an on-demand radio show, with each podcast covering a variety of topics from Politics to Arthurian Legends…there really is a podcast for everyone. Some podcasts are one-offs whilst others form part of a regular series, much like TV shows.

I listen to podcasts whilst I’m driving. I listen to podcasts when I’m working at my computer. I listen to podcasts whilst I’m doing housework and I used to listen to podcasts at the gym (I ditched the gym but kept up with the podcasts!). And because of the vast array of subject areas now covered by podcast producers, as a listener, you can practically curate a customised radio station based on topics that appeal purely to your interests.

Thanks to the pause button there’s no need to sit outside work, clocking in late, whilst you wait for the end of the feature – you can simply dip in and out of the podcast as and when is convenient. What’s not to love? Did I mention that they’re free, too?!

How can I listen to a Podcast?

As long as you have access to the internet, you can listen to podcasts anywhere. And if you are going somewhere without an internet connection, you can download the podcast and listen to it later.

When I’m out and about, I will use my iPhone to listen to podcasts. Personally, I use the iPhone Podcasts App, but there are other mobile management tools available. Overcast comes highly recommended for Apple’s iOS and Pocket Casts for Android. Simply download these Apps to your smartphone and use the software’s own features to search for and listen to your podcasts. For the desktop, try iTunes or gpodder or if you’re sharing a computer, go for a web-based option such as ShortOrange or Player FM. Some tools allow you to speed up the podcast, cutting out any prolonged silences. You can also choose to subscribe to certain shows or series.

Where can I find good Podcasts?

Now you know how to listen, you just need to find a podcast that appeals to you. There are so many out there, many of which will be featured or recommended on your management tool. However, there are also some great recommendations online and in magazines. I keep a copy of Stylist Magazine’s guide in my bedside table and a friend also sent me this link to the Guardian’s recommended podcasts. iTunes boasts a fantastic podcast directory. Anybody can record a podcast – qualities will vary – but as a result of that, you will find podcasts covering all subject areas, from spin-off radio shows to social media tips and advice.

Happy podcast-hunting! To start you on your podcast journey, try some of the following for size:

• TED Radio Hour – Interviews and ideas based on TEDTalks based on a common theme
• Something Inventive – Our very own podcast with discussion and interviews on Business, Marketing and Creativity
• 99% Invisible – Looking at the littlest things in life that go unoticed
• Radio 4 Friday Night Comedy – The best new comedy from Radio 4, every week
• Planet Money – “The Economy Explained”, Fascinating and fun in equal parts
• Mac Break Weekly – Fun conversation about technology and all things Apple

Let us know your podcast recommendations on Twitter @RatherInventive – let’s spread the good word!

Nice presentation from David Gillis on why Great digital products don’t happen by accident given at Reactor Design Day 2014.

3 key concepts in his presentation were:

Ethos – What is your product’s voice and why will people trust it

Pathos – What do you want people to feel when they use your product

Logos – What problem is your product or service trying to solve

The following sentence jumped out to me near the end of the video

“Validate your problem first, and then figure out what success will look like for that, and then relentlessly focus on achieving that.”

I recommend you watch the video if you are at all interested in making products that people want and love.