Thursday, 19 September 2013

About Online Success

It were the brothers Dan and Chip Heath who conducted the most extensive research on Success so far.
For longer than a decade they investigated: what is it that make that ideas stick?
Even during all that time, they could only investigate a few hundred ideas, which, in a world of 7 billion people, might not seem very relevant.
However, direct marketing specialists who can send out tens of thousands emails a day, or websites that can actually monitor the behaviour of hundreds of thousands... more or less come to the same conclusion as the brothers.
And me myself, in my small corner of Internet marketing, can only agree. Just as the writer of that marketing success 'Flipnosis' can.
What a small business needs to achieve success is:

A simple, unexpected, concrete, credible, emotional story.
Or S.U.C.C.E.S: Simple, Unexpected, Concrete, Credible, Emotional, Story.
Every single company or brand drops a few balls in its marketing plan. Some drop lots of them, are neither credible nor concrete nor unexpected. Or have no story to tell (and try to get through to the human brain if you don’t have a story!).
Personally my marketing is almost only story, all emotion, and all unexpectedness. Yes, I should work on being Concrete as well as Credible.
And so we all have something to work on – acutely.
If you need help with that… you know where to find me.
In that simple, unexpected and emotional fairy-tale village in Spain, working on being concrete.
OR: in that concrete Brussels which increases my credibility.  
Where, day after day, I notice that the 2 C’s in Success work best. Take out one of the 6 ingredients to success and it will start to stammer. Forget credibility though and it will not even start.
(Hence the importance of professional web design, original quality photography, etc).

Example of enhancing credibility: proof that I'm in Brussels 

'Don't crack under pressure'... for sure thinking about some very difficult key word here).


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