We recently received Google Fiber in our little town. Over the last few days the Google Fiber cars with the little bunny on them have been everywhere. A few things I have noticed.
1. The installation cars are unique and they have a car wrap that is memorable. Everyone knows now when a house is getting “Fibered.” The car is out front with the two cones next to each bumper.
2. Google Fiber seems to be scheduling to do houses next to one another at the same time so there is more than one car in the area.
3. Google Fiber must be scheduling out neighborhoods at a time to do installs. Driving down the street I saw four houses being “Fibered.”
In chapter 4 of Robert B. Cialdini’s book “Influence”, he talks about the principle of social proof. When we see a lot of other people doing something we start to have the “proof” that maybe we should be doing the same thing. I thought of that as I have seen the Google Fiber cars out en masse. What are all of my neighbors getting that I’m not getting? Am I being left out? I wasn’t planning on getting Google Fiber, but should I now?
Brilliant Google, brilliant!
<=>. Less equals more. I love this symbol and what it represents. It can be applied to many areas of life but in regards to marketing, how can less equal more? I think one way is in choosing a single target market which Dean Jackson talks about in Profit Activator #2. I heard Dan Sullivan say recently, “the smaller the niche, the bigger the market.” As we narrow down to a single target market and obsessively focus on that market we become the expert. As we become the expert we can figure out all of the ways to best serve that market and provide amazing value. We can begin to gain a larger and larger market share. This is how <=>.
Chapter 4 of The Robert Collier Letter Book is about creating word pictures. Descriptions worded so carefully that it makes your reader want what you are offering. Here are some of my favorite passages from the chapter.
“Lead him gently from one point of interest to another, with word pictures so clear, so simple, that he can almost see the things you are offering him.”
“put your idea across, to make him see it as you see it-in short, to visualize it so clearly that he can build it piece by piece in his own mind as a child builds a house of blocks, or puts together the pieces of a picture puzzle.”
“The method of registering those impressions lies in first picking something with which he is familiar, and building on that.”
“use a simile that will strike a familiar chord with everyone.”
“Put life into your descriptions-life, and when possible, a smile. Give your reader something that will stir him out of his indifference, arouse his emotions.”
“Get the story back of your product. Give your reader a laugh or a tear or a lump in his throat. Stir up his emotions! You will have no trouble interesting him then.”
Do you know anyone who is a master of using smilies when they write or talk? I do. It is fun to listen to them because the say the simile and then I pause to let it register and then smile when I realize how it ties into the conversation. I haven’t developed that skill yet but I can see how valuable it would be in marketing and in conversation to have a hand full of them that could be woven into the conversation.
News, news, news. Making our letters look like news is what draws people in, at least at first. Here are some of my favorite passages from chapter 3 of The Robert Collier Letter Book.
“What the world wants, and has wanted since the beginning, is news.”
“Tell a man something new and you have his attention. Give it a personal twist or show its relation to his business and you have his interest.”
“He studies his reader and then presents first that side of his story most likely to attract the reader’s interest.”
How can I take what I am offering and find a way to make it sound like a news story? How can I word it so it makes it irresistible to read?
Here are some of my favorite quotes from chapter 2.
“Before you put pen to paper . . . decide in your own mind what effect you want to produce on your reader.”
“It is the whole purpose of every business letter . . . to make your reader want to do the thing you are urging upon him.”
“When you come down to it, isn’t the prime requisite arousing the feeling in your reader that he must have the thing you are offering, or that he cannot rest until he has done the thing you are urging him to?
“When it is action you want, go after the emotions every time.”
“And to get action, you need to arouse emotion on the part of your reader.”
“But if you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion!”
The point of tapping into emotion to get people to do things was very eye opening. A lot of times when I write I try to persuade to the intellect. I am going to focus more now appealing to the emotions of others.
“What is it about some letters that makes them so much more effective than others?”
This is how chapter one starts out. I will list some of my favorite quotes from this chapter.
“It’s a matter of bait, that’s all.”
“What bait will they bite on? What is the bait that will tempt your reader? How can you tie up the thing you have to offer with that bait?”
“For the ultimate purpose of every business letter simmers down to this: The reader of this letter wants certain things. The desire for them is, consciously or unconsciously, the dominant idea in his mind all the time. You want him to do a certain definite thing for you. How can you tie this up to the thing he wants, in such a way that the doing of it will bring him a step nearer to his goal?”
“Study your reader. Find out what interests him. Then study your proposition to see how it can be made to tie in with that interest.”
“Find the thing your prospect is interested in and make it your point of contact, rather than rush in and try to tell him something about your proposition, your goods, your interests.”
Figuring out what my prospect really wants, is thinking about all the time, is something I need to spend more time pondering. Once I know what their deep desire is I can then determine what “bait” will be best match what I have to offer to that desire.
The Robert Collier Letter Book
As mentioned before I have started to read The Robert Collier Letter Book. I thought it would be good to share my thoughts on each chapter as I go through it. I will start out with some of my favorite passages from the preface.
“but the one essential without which success is impossible in selling, by mail or selling in person, is a thorough understanding of human reactions.”
“study your reader first-your product second. If you understand his reactions, and present those phases of your product that relate to his needs, then you cannot help but write a good letter.”
I have heard of Robert Collier many times over the years but I don’t really know anything about him and haven’t read and of his writing so I am excited to dig into figuring out why he was considered to be such a master marketer.
“In that wrapper of the valuable education is your opportunity to then make offers that are going to make it easy for people to take the next step.” Dean Jackson
I found this video on beginning HTML/CSS by Chris Coyier from Css-tricks.com. He did a great job of walking through the basics. I just finished the Web Essentials track on Codecademy.com and this video helped to reinforce what I learned there. I would recommend it to anyone just starting out. Chris also has a podcast that I’m going to check out.
Here is the link to the video
I just read this post today from Hub Spot which describes what inbound marketing is. They have some great graphics that shows the workflow of generating a new lead and taking that person all the way through the sales process and then continuing to nurture the relationship after the sale.
Marketing is awesome!