Anyone who’s pitched to buyers or investors, knows the story.
An enthusiastic entrepreneur waxes lyrical about the strengths, opportunities and USPs of their latest invention, to be met with glazed looks and an interrogation. Few secure the vital investment. No matter how great an idea, the pitch makes or breaks it. If a would-be investor doesn’t believe in the potential, you’ve got no chance. Well, good news: psychologists have unearthed a technique which could transform pitches everywhere. It’s called experience taking.
From Luther King’s ‘I have a dream’ to Jobs’ ‘Stay hungry, stay foolish’, storytelling to build belief is nothing new. Experience taking goes further. In a traditional story, listeners might sympathize with or understand a character’s perspective. Experience taking involves actually becoming the main character. You lose your own identity and take on the character’s thoughts, emotions, judgments and behaviors. The theory goes that you then keep some of those characteristics yourself.
Geoff Kaufman and Lisa Libby ran a series of experiments to investigate the causes and consequences of experience taking. The results were a fascinating insight into how best to influence beliefs and behaviors using stories.
Principle 1: Reduce your investor’s self-awareness
Principle 2: Write in the first person and make your main character similar to your investors
Principle 3: If your main character is different to your investor, don’t let them know until it’s too late
I said it! Making a brand evangelist out of a reader doesn’t have anything to do with this “great content” mantra that we hear way too many times. Sure, you need to have some decent content, it can’t be total crap (if your own mother won’t share it, then you’re in trouble), but as long as you’d reference it yourself, you’re good to go.
Testing your site on mobile devices can be time-consuming and expensive due to the vast number of different mobile devices, but there are some tools available at your disposal for making sure that your website renders appropriately on the Mobile Web.
SEO tactics have morphed again over the past year, including the many Google updates we’ve seen.
For nearly any type of business, keeping up with these changes can be a challenge, but if you prioritize the tasks necessary for success in search and social media marketing, the efforts can pay large dividends.
Here some picks for the top SEO tactics to focus on in the coming year:
Technologies such as NFC and mobile applications including Google Wallet and Passbook are changing the way consumers pay for goods and services, and many times, making shoppers reach for their smartphones to pay rather than their credit card.
Good news for those who believe social media advertising revenues will be crushed by mobile: A researcher is estimating that the category will double by 2016 to become a $9.2 billion business, in the U.S. at least.
BIA/Kelsey projects a 19.2% annual growth rate for the next four years for social media ads. The researcher believes that so-called native ads like Facebook’s Sponsored Stories and Twitter’s Promoted Tweets will lead the growth. Such native social advertising will grow from $1.5 billion in 2012 to $3.9 billion in 2016 for a 26% annual growth rate. BIA/Kelsey predicts that Facebook, Twitter and others including StumbleUpon and Tumblr will be able to command higher prices for the formats.
Even the oft-derided social display ads — the ads you see on Facebook’s right-hand column or the banners on YouTube — will also grow from $3 billion in 2012 to $5.4 billion in 2016, which amounts to a compound growth rate of 15.2%.
The report’s sunny take contrasts a bit with a pervasive belief that the growth of mobile will torpedo overall ad revenues. For instance, Facebook’s stock fell as low as $17.55 after the company went public at $38 as investors punished the company for its perceived lack of ability to monetize its growing mobile audience. But even Google, which has anticipated the mobile revolution, has seen its average cost-per-click fall as mobile takes a bigger slice of the overall pie.
For its part, BIA/Kelsey estimates social-mobile ad revenues will jump from $500 million in 2012 to $1.5 billion in 2016 as the category grows at an annual compound rate of 28.5%. “We’re pretty clearly placing a bet that mobile ads will perform,” says Jed Williams, a senior analyst with BIA/Kelsey. “Obviously, mobile ad economies are not very good, but as demand goes up, hopefully the prices will go up.” Early indications are that Facebook’s native mobile ads are performing well. The company’s ability to grow the business, though, will be constrained by screen size and a more limited tolerance for ads, Williams says. But “a better, more robust ad unit can be a driver,” he says.
There is a lot of talk around the web these days about the convergence of Social Media and SEO, but I feel like what has happened with social and search is more like a marriage, and they skipped the engagement period altogether.
It is merely a convergence of technology and methodology.
Business guru Robert Craven will be offering ´ten things to do in the next ten days that you can apply to your business to make 2013 into a year worth remembering´ at the first Swindon Chamber meeting of the new year.
I had a comfortable job at Microsoft for 5 years before I left to start my own company. My motivation was simple -- I wanted to do what I wanted, when I wanted. These are some of the hard lessons learned along the way.