In her book Wilful Blindness (http://amzn.to/2nXjeaf), Margaret Heffernan outlines how we conspire with ourselves to ignore the obvious. It's a political, societal book, but it applies in a big way to us marketers and business people too.
It's about how we simplify our lives and put others' into black boxes.
Years ago I worked as part of a marketing team, but we weren't really a team. The web guy did the website, and begrudgingly made changes I wanted for social media. The graphics guy wouldn't make graphics for social media and didn't provide guidelines. The PR guy didn't write social media versions of his articles. None of this was worked on by the manager and we never had the opportunity, and I never spotted any will, to discuss this. There was a marketing plan, but we were never asked to contribute to it and never saw it.
The point is, once you get someone to pack and post, you can forget about it. Once you get a book-keeper, you can forget about it. And so it goes until you are silo'd.
But every business decision is a marketing decision, and true marketing engages with the reality of a customer's experience.
I mean, cripes, do you remember Next Directory from maybe twenty years ago. Nothing in stock. Everything arriving in separate parcels so you place an order and get woken up early the next four days. It was impossible, and went on for years. How did that carry on for so long? And here I am still using it as an example of bad practice.
Every time I outsource, I always ask for improvement suggestions.
So go talk to someone today. Find out the hassles, the opportunities. Make sure you are plugged in to the complaints department. Secret shop. Do usability testing on your website.
If I say to you "don't think of Facebook", of course you do.
Quite a few will go check Facebook, if not right this second, straight after.
The effort not to, the effort to resist, is real.
Effort is energy. In the body, it's ATP, created from sugar or oils.
Literally, everyone who read the first sentence and didn't check Facebook expended some life force resisting Facebook.
Evolutionarily, using energy this way is not a winning strategy. (Of course, Facebook may also provide other evolutionary benefits.)
The point is, we are becoming more addicted, and resisting it creates a stress of denial, and that is increasing.
Don't check your email. Don't check Twitter. Don't check your iPhone.
The answer will come in future tweaks. Obviously, you can just resign from Facebook if you like, but there are more sophisticated solutions. For now, just become aware of the stress of denial and how it makes you feel.
Separate out that feeling. Examine it. Remember it.
Come back another time for the ability to vote and make your own marketing planner.
There are lots of freelancers, sole traders and small to medium sized businesses who don't know how to market themselves, what next step to take. Perhaps you are one of them. Even if not you might be too busy, not have the required skill, or be clean out of budget to make it happen.
A Million Tweaks is a continual improvement process for marketing. It can dramatically improve your business. If you haven't the foggiest, we have. If you have marketing that works, we'll improve it.
Every day, A Million Tweaks publishes a proven marketing improvement suggestion, and it's voted on by subscribers. We will implement the best improvement suggestions in your business, whether it's
You decide how fast you want to go: £50/month, £200/month, £500/month, even £2,000/month. Start small, build up. Or start fast and get there sooner.
I'm your Mini Massive Marketer, making big changes out of A Million Tweaks to your marketing system.
If you don't trust that the advice will be good, sign up for one-per-day marketing tips below and see for yourself (it's free).
If you don't have the money, start small.
If you don't have the time, let me work on something I can just get on with, for example, your social media or even just a part of your website, or just one product. When I'm paying for myself, you can widen my brief.
Businesses are systems in equilibrium.
Your marketing is too.
A Million Tweaks is a method and a service: an improvement to your marketing every day (even if we start with nothing).
Like compound interest, those marketing improvements mount up.
Try us with something small or hand over all your marketing to our trusted expert system.
Where are you headed? What do you really want? An easier life? Retirement? Wealth? Better work-life balance? Promotion? Domination? To change the world?
A Million Tweaks aims to get you there, one tweak at a time.
Take the next step now, get in touch:
"a truly genuine guy, no false promises" Gini Guttery, Owner/Director at Your Local Link Ltd
"Easy to read emails with great content" Gary McQuade, Founder, Pagan & McQuade Opticians
If it works for you, consider providing your full story. The thing is, we may say things here and there across different platforms, but they are all over the place. If someone wants to know about y...>
Hubspot research from 2017 says people find stuff in the following ways: Google and search 52% Facebook 48% Going directly to a website 41% Mobile notifications 29% Email newsletters 27% Twitter...>
BuzzSumo reports that most posts (median) in 2017 were shared 4 times. That's down from 8 in 2015. To be in the top 1%, your article needed to be shared 2,406 times or more. Top 5%, 343 shares o...>
In 2015, Facebook started driving more referral visitors to publishers than Google. It didn't last long. By July 2017 Google was back on top. Now, Google from providing a low of about 33% of tra...>
WordPress Page views peaked in March 2017. While the total number of pages continues to increase, the total number of pageviews is dropping. In December 2017 there were 40,000 articles a week pu...>
Get your daily marketing tweaks aurally with this new podcast.
Hi, I'm John Allsopp and I founded A Million Tweaks in 2009 to do just what it says, continually improve marketing systems.
Nowadays I'm still just as hungry to learn the latest and most effective marketing techniques in what is an incredibly fast moving world. Basically I buy all the training courses so you don't have to.
Actually that's not an insignificant thing. Back in the day I got a first in my degree (Internet Computing) because I did the work, obviously, but also because I studied well and that means taking information from different sources and mixing things up to find the truth in the middle, and I still do that today. I remember waking up one Sunday, switching on the wooden, push button TV we had next to the bed and Tony Buzan came on with his mind maps .. it's still how I study now.
There used to be a very popular service that read all the business books and summarised them for busy executives. I'm not sure if that's still going, but this service is like a modern equivalent, except we'll actually do the work for you too if you like.
In marketing, however, there is an absolute truth: the result. It's often more effort to talk about marketing improvements than to enact them. Don't talk: test. If it works it works. So A Million Tweaks is about making small, low risk changes every day and iterating our way to your fame and fortune.
Anyway, I was supposed to be introducing myself in this box. I live in Scarborough with my partner (who has ME/CFS). I'm 6'6" tall which I think makes me an observer. I drum in a ska band (come see us it's a great night) :-)
If you want to get in touch there's 07762 941921 but best for me is email email@example.com or hook up with me on Twitter or LinkedIn. Even better, fill out the form on this page and let's get talking about how we can apply some of these marketing improvements to your business, it's no good left stuck in my head now, is it?