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Marketing Top Tip Battle!

Use prototyping

In developing an idea, the real arbiters of whether it's a good idea or not are the users.

Once you've decided on a user problem that needs solving, and come up with a solution, you're ready to prototype.

The idea is to develop your prototype to test the minimum feature set with as little cash as possible & then to try it out with real users.

Google has a rule of thumb that any new ideas should be prototyped quickly and cheaply in a day, or at most a week. "By limiting how long we work on something, or how many people work on it, we limit our investment. Since only one in every five to ten ideas works out, the strategy of limiting the time we have to prove that an idea works allows us to try out more ideas, increasing our odds of success." Marissa Mayer, VP at Google. http://amzn.to/2rShP71

Of course, in marketing (and especially with Pay Per Click advertising) we are always testing different ad ideas, so don't think just in terms of product prototyping. We could develop a new web page, and send half your visitors to that to see if it's any better. Or market a product that we haven't built yet, and send people to a 'coming soon' page to grab their email addresses. >


How do you measure whether your website delivers your brand values?

I trust you've all done my brand values exercise here: http://www.johnallsopp.com and so you know what your brand values are.

You know, too, that a brand that stands for happiness will market itself entirely and completely differently to one that stands for steadfastness or thrillseeking.

So .. how are you doing with that?

There's this thing called BERT http://www.uxforthemasses.com/bert/ and if you scroll down about 2/5th of the page down you'll see part of a form where people can tick a box to rate a website design between friendly and intimidating, or dated v cutting edge.

The issue I have with that is .. who ever wants a dated and intimidating website?

One thing I'm used to doing if the budget allows it is to determine ahead of time where we want a website to be on this map https://uk.pinterest.com/pin/21814379415522097/ which plots highbrow-v-lowbrow against fun-v-functional.

So the team places their cross where they think they want the website to be, before we start, and then later we test the website against real users and ask them to place their cross, we see if there's a difference and if so and we want to do something about it, we can take steps to move the user perception more to where we want it to be. So far so good.

What I'm thinking is that we should be able to do your brand analysis to work out your key brand values. So let's say you want to stand for 'creativity'. The core word there is 'creative' and any thesaurus will give you the antonyms so choose one .. dull perhaps, hackneyed. Unoriginal.

Then we can create a BERT style range for people to choose from, and let's say the company wants to stand extremely strongly for creativity, then we can go to potential clients and ask and see if they agree the website is strongly creative.

What we have here, then, is a quantitative way to measure whether a website is delivering on a company's brand values.

Want to try it? I'll do the whole thing for free for the first person to say yes, in return for a case study (that I'll write, obviously). >

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?