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Marketing Top Tip Battle!


A microbe moving away from excess heat illustrates the beginning of emotions. They are essentially going 'urgh' and retreating. Plants that grow towards light are doing the same.

So you can't separate emotion from life.

Feelings, however, sit on top of emotions. Feeling something alerts us to the problem that emotion has begun to solve.

On top of that is the feeling of knowing that we have feelings. Consciousness. Being able to make decisions about what we are feeling and head towards happiness and away from sadness and pain.

Darwin concentrated on the core type of emotion: fear, anger, sadness, disgust, surprise & happiness.

Most of the time we don't particularly feel any of those (which is good, since four of them are unpleasant).The same goes for the secondary, or social, emotions.

However we do sense the general physical tone our our being as 'background feelings'. Sometimes we notice this, sometimes not. They come out in our body posture, speed of movement, tone of voice and so on.

Background feelings are things like fatigue, energy, excitement, wellness, sickness, tension, relaxation, surging, dragging, stability, instability, balance, imbalance, harmony, discord.

Moods are made up of modulated and sustained background feelings and sustained primary emotions.

Drives and motivations express themselves as background feelings.

All of this is from http://amzn.to/2sNzscm and the reason I bring it up is because I'm thinking these background feelings are important in marketing because sometimes there's a wow moment where marketing goes "stop feeling sad" and you think "hey, I hadn't noticed but you're right".

I did a usability test with someone yesterday and what came through was their frustration with the Internet and their business. "What am I doing wrong?" They were good, experienced, but not able to sell that and the background feeling was frustration.

If we can capture the mood of a market, and help them get to a more pleasurable place, that's going to be good business.



Monitor social media for your brand

It's probably worth setting up regular monitoring for mentions of your brand in social media. You'll want to know about praise and problems, of course.

For a smaller brand, just a Hootsuite column would do it, or even just literally a Twitter search https://twitter.com/search-advanced?lang=en or a Google Alert https://www.google.co.uk/alerts

If your name isn't big enough to get mentions, maybe search for your market and keep in touch with what's new that way. Or spot issues arising for your competitors.

Of course, if you are a known brand, there are lots of more sophisticated monitoring services out there, for instance https://www.brandwatch.com (I've never used it so that's not a recommendation).

Are you advertising on Facebook? Check this out https://www.agorapulse.com/blog/facebook-dark-post-comment-tools

Basically, this tweak is just to check that you are monitoring what people are saying about you, and then acting upon those mentions and sentiments.


Come back another time for the ability to vote and make your own marketing planner.

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Who is A Million Tweaks?

John Allsopp

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 john@johnallsopp.co.uk 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?