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Marketing Top Tip Battle!

What's the breakthrough you would like?

In a previous tweak, I advocated taking a quiet half hour before you start work in the morning to let your subconscious tell you what the day's problem is.

Here's a question from Bill Baren which he uses to extricate opportunities from his consulting clients, which is great if you're a consultant, but I think we can all apply this question to ourselves in that quiet moment.

Having identified a problem, the question is "what's the breakthrough you'd like to have with this?"

De Bono has similar tricks. Use 'something'. "We need something that takes our raw food and gives us dinner". So then think up some 'somethings' without saying 'no' to anything: eg. a chef, a cooker, a microwave, a slow cooker, a lodger, a swapsie arrangement. (Only after you've got as many options as you want do you turn to evaluation.) >


Newspapers are becoming irrelevant

Newspaper circulation is declining 10% per year https://en.wikipedia.org/wiki/List_of_newspapers_in_the_United_Kingdom_by_circulation

By 2010 bloggers were writing 2.75 million blog posts per day.

Quora, a 'question and answer site', received 6,000 new questions per day that are answered by the community.

We create the content nowadays.

Not only that, ordinary people can be better than creative agencies at creating mainstream TV ads. Doritos has been crowdsourcing their SuperBowl ads for 10 years, this was the first: https://www.youtube.com/watch?v=kNxgxF-7SfA, this is the story: https://yannigroth.com/2015/04/17/how-doritos-crowdsourced-its-advertising-since-2006-csreport2015/

Note that although the 'creative' and even the ad production was done by amateurs, there was still plenty of promotional project management and design work to do for the creatives, so if you are a creative agency this is not a threat, in the same way that open source is not a threat to software development. Or if you use a creative agency, you'll probably still need them to get the whole thing to happen. It is definitely a rethink, though.

So today's tweak is: consider how you could get your fans, your social media followers, people who support you and who stand for the same things you do, to create content for you. Invite people to tell their stories? Start a message board? Allow comments?

My favourite would be to promote a suggestions box. Companies are often awful at customer service. I'd promote a 'suggestions box' so that people can write in with their ideas, suggestions or complaints and have them taken absolutely seriously (not just fobbed off).

A problem comes from a root cause, so for instance I just bought some peaches from Aldi and pretty much as expected, although I checked them in the shop, one turned out to be rotting. That might be shelf life. It might mean refrigeration. It might need more staff vigilance. It could be speedier distribution. It might be a sourcing issue. But the thing is to track back to the source of the problem and solve that, and it's probably supply chain or refrigeration because it's quite frequent in their fruit and veg.

How much does Aldi lose because of that hidden truth? That truth that their customers know, but Aldi possibly doesn't know we know? It's hidden because I can't be bothered to report it because I think nothing will happen. Why do I think that? Because I trusted Aldi to respond well before, I wrote in, and nothing happened. But if I knew Aldi would take it seriously, and if there was a potential reward for me .. so let's say Aldi takes my 'peach' issue, fixes the core problem and evaluates it's saved them £100,000 over a year, and the deal is it pays out 10% split between the people who inspired the action, well, that's motivating and it brings us into the family.

People power. Embrace it. Profit from it.

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

Let A Million Tweaks power your marketing

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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?