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13 Jun 17:37

Are You Still in the Dark About the Quality of Your Data?

by Martin Doyle

Are you still in the Dark about the quality of your Data Twitter-

More and more businesses are waking up to the threat of poor data quality. We’re gradually seeing the risk being taken more seriously as the shockwaves of poor management are felt.

Yet for many businesses, data quality is seen as an abstract concept; difficult to understand, and impossible to value.

When the business formulates its budgets for the year, data quality is often skipped over, because nobody really knows what’s wrong. Sure: they can see emails bouncing, and their customers are drifting away to competitors, but the root cause hasn’t been fully determined.

These businesses aren’t deliberately neglecting data. They just don’t realise how important it is. In fact, it’s the most critical asset that your business currently holds. As your competitors start to take action on data, your business is at risk of losing momentum.

Why Data Matters

As a society, we are now fully connected. We are reliant on the systems that bind us together. Collectively, humans are generating more data in a day than they have in many thousands of years.

It’s widely accepted that data decays at a rate of 2 per cent, per month, regardless of how it is stored. So, assuming you are not taking any action to prevent this, your data is slowly and quietly becoming less useful. Today, it’s less accurate and less valuable than it was yesterday, and it’s considerably less valuable than it was last year. You might not see this as an emergency, since you don’t really need to access that data right this second. But when you do, the state of your data could catch you unawares.

Consider a situation where your business embarks on a new marketing campaign. It sends out email marketing messages, and it creates a marketing letter to send out to prospective buyers. After investing several weeks curating content and planning the launch, it finds that its emails are bouncing back in their hundreds. And worse, once the direct mail is sent out, a huge amount comes back as undelivered: fit only for the recycling truck.

This is a very simple example of the cost of poor data quality for just one department of your business. Yet one inaccurate record is going to impact on every department, given time. Once a record goes out of date, that record is effectively useless, and any attempt to use it is simply a waste of resource.

Shedding a Little Light

Once you reveal the extent of your data quality problems, there are two costs to face up to:

  • You’re going to need to deal with the state of your existing data, which means merging duplicate records, removing errors, and making data fit for purpose. This usually involves a period of data review and purification, which can be made substantially easier with data quality software.
  • There’s going to have to be an on-going focus on data quality, in order to capture any new errors that will inevitably be introduced. As we’ve learned, a degree of data decay is an inevitable and pernicious process, and there’s also a risk that errors will be introduced by your staff, or the systems you use.

Some businesses also go one step further than these two steps. They appoint a Chief Data Officer to take charge. The primary purpose of this new role is to give data a more prominent position in the business. This can help to ensure that data quality is given the focus that it deserves, and it can help to inspire the vital culture change that will prevent wide-scale data problems in future.

After all, data can only improve if action is taken at the boardroom level first.

Taking Action

Data quality software should form the cornerstone of your organisation’s data quality drive. Even the smallest company cannot realistically make any meaningful progress without some kind of automation.

With data quality software, you can cleanse data in-house, without the need to send data to an external bureau, maintaining privacy, integrity and business continutity. Many tools integrate directly with CRMs systems, and its possible to integrate data quality checks into a wide range of commercial and bespoke applications.

Even something simple, such as data quality checks within a form, can be enough to stop errors from being introduced at all, which can have a considerable effect on the overall health of your CMS or other data silos. Once you are checking data at the point of entry, you can stop people from creating duplicatesautomatically; you can also prevent basic form field errors that can wreak havoc across your integrated business systems.

Conclusion

If you haven’t yet discovered the extent of data quality problems within your business, it’s impossible to make plans to resolve them. Many businesses are still in the dark. But we know for a fact that inaction will lead to disaster. We’ve seen it happen in many businesses already.

If data quality is allowed to decline, your customers will lose trust in your brand. You’re going to alienate people that might have spent a lot of money with you because you haven’t invested in maintaining their data. Worse, you may lose touch with the leads that you invested so much in acquiring. The reports and analysis that you rely on to grow the business will be flawed, and subject to considerable margins of error.

Factor in the waste, too: every time you assign a budget to marketing and sales, and asking them to use faulty data as the basis for their work, you are assigning a proportion of that budget, quite literally, to the trash can.

But all is not lost. Poor data quality is not inevitable. And there is time to come out of the dark and into the light. With the right data quality software and a change in culture, you can set a new course for your data – starting now.

10 Jun 16:24

Avoid Using Hard Numbers When Haggling Your Way to a Deal

by Patrick Allan

Haggling isn’t just about being a smooth negotiator , it’s about not shooting yourself in the foot. Avoiding hard numbers gives a sales associate more wiggle room and increases your chances of getting a deal.

Read more...

10 Jun 15:58

Buying Triggers and Why They Matter

by Erika Goldwater

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. However, certain trigger events (tangible or intangible barriers that when met or breached cause another event or action to occur) cause us to move from a passive buying cycle into an active one.

shutterstock_425667115In terms of B2B marketing, we know the buyer’s journey can be long and is often complex, involving many different buyers and typically buying committees from across an organization. Just as in our consumer lives, B2B buyers are either in a passive or active buying cycle. So how can marketers identify buying triggers for different buyers and why does it even matter?

Understanding the triggers
By understanding buyers inside and out, marketers can anticipate their buyer’s challenges and how they are likely to try and solve them. For example, if a new law is implemented, such as the Affordable Care Act, it will have a radical impact to the buying patterns of healthcare buyers. It is these triggers, among others, that may cause passive buyers to become active buyers.

External or internal triggers-
Knowing what external triggers impact buyers (CEO, VP of marketing, HR department, board members or Chief Privacy Officer) in the healthcare example above helps marketers develop insights into buyers. Internal triggers may be things like fear of non-compliance, growing out of a specific system or internal pressure to improve performance. Internal triggers may affect buyers differently, once again, highlighting the need to understand what motivates and influences your buyer(s).

It’s about the buyer-
While triggers are the impetus for buyers to purchase and do not necessarily impact vendors, it is vital that vendors understand them o they can message appropriately. As marketers we will utilize this information to create content, include key words on our sites, and develop relevant blog posts around topics that relate to triggers. For examples of how to utilize triggers in marketing content, read the evergreen post by Velocity Partners.

Identifying triggers-
So how do you get a better grasp on your buyers and what their external and internal triggers are? Ask them. Ask them what they read, when and how they prefer to consume content, what events or circumstances pushed them into a buying process, etc. However, don’t stop there. Do additional research into the market and find those who are not your customers, but fit your buyer profile to get a different perspective. The goal is to obtain both a broad and detailed understanding of your buyer. This is where marketers can develop deep insights into their buyers and build a strategy to support ongoing education that will eventually lead to a conversion (sale).

Knowing and understanding buying triggers is one of the most important aspects of the creation of buyer personas and the start of understanding the buyer’s journey. Given that in many instances the buyers begin their buying process without involving sales, it is imperative that content be developed to speak to the buyers as their buying journey begins. Educating your buyers and helping guide them through the process via relevant and timely content, all begins at that all too important trigger event.

Author: Erika Goldwater CIPP/US @erikawg VP, Marketing for ANNUITAS

 

The post Buying Triggers and Why They Matter appeared first on ANNUITAS.

10 Jun 15:56

Before You Go “All In” With Account-Based Marketing (ABM)

by Amanda Drinker

A Quick Guide to Taking a Balanced Approach (Job Security PSA): It has become quite clear that hordes of b2b marketers are running to catch the ABM train, all bags packed, leaving their worries behind. Billboards picturing smiling men and women in their beach chairs cheersing to their awesome move to ABM; problems solved – pipeline filled — ROI #cray. But what you may be missing is that ABM is not a one-size-fit-all strategy nor is it the only strategy for b2b marketers. While ABM appears to be a new, flashy, and proven strategy guaranteed to win you the 2016 Marketing Hero Award, there are important factors to consider. Before you go “All In” on ABM, let’s talk about this.

ABM PROS & CONS:

First of all, for transparency purposes, NetLine Corporation is the top b2b content syndication lead generation provider that includes comprehensive ABM solutions — needless to say, I fully support and understand the power of ABM. In the 2015 State of Account-Based Marketing (ABM) Study, SiriusDecisions reported “92% of companies recognize the value in ABM and 60% plan to invest in technology to implement ABM to better align sales and marketing,” bringing even more validity to the hype. ABM is a recognized and vetted tactic for companies to consider — but let’s get back to the “All In” move starting with the pros and cons of ABM:

THE PROS:

  • Sales & Marketing Alliance: The ongoing love/hate relationship of Sales and Marketing is a huge factor in ABM. The only way to execute ABM is with complete Sales and Marketing alignment, start to finish. If there was ever a time to force a truce, kiss and make-up, this is it…which could become a game changer for your entire organization.
  • Increased ROI: Narrowing your focus and budgets to a comprehensive all-hands-on-deck approach to target significantly fewer prospects with many touchpoints will increase conversion rates and decrease costs — BOOM, higher ROI.
  • Client/Prospect Satisfaction: If you’re doing ABM right, the wined and dined, personalized, fully baked strategy of account targeting and marketing will knock the socks off your prospects. This 5-star approach will have your target accounts feeling very VIP.

THE CONS:

  • Narrowed Pool & Slowed Funnel: Best practices in quality lead generation include professional filters (ie. job function and company size); however, by inserting target account filters the opportunity pool instantly reduces by roughly 99%. For small to mid-level companies this could really burst your funnel bubble. Additionally, targeting fewer and more specific accounts takes time. Not only will there be fewer top of funnel hits, the hits will also come slower [Sales twiddling their thumbs].
  • Technology & Data Investment: MarTech has brought new life to ABM; however, without the right data and technology Marketers will not find the audience targeting, scale, and automation needed to be successful. The price of ABM can be steep for companies with low new client lifetime values.
  • Prospect & Client Alienation: Developing deeper target personas and personalizing all marketing for these profiles will quickly alienate current clients and prospects that do not fall into these segments. This can present a significant risk for prospect discovery and client retention.

There are very clear company-wide wins with ABM, followed by obvious risks. So now ask yourself, “Does account-based marketing align with my company’s needs?” For enterprise level companies the answer will most likely be an overwhelming “YES”, for small to mid-level companies deeper thought and evaluation will be critical to your approach.

Taking a Balanced Approach:

Account-based anything is not a new concept. Sales and Marketing Teams have been utilizing different levels of this approach for decades; Don Draper — big ABM fan. But just like the 80/20 rule, structuring a diversified and proportional strategy will reduce risk for your company while enabling opportunities for calculated testing with ABM. As b2b marketers, the pressure to fill the sales funnel with “good” leads is massive and when flashy new tools labeled as the year’s top trend become available of course you want IN; however, ABM is not a one-size-fits-all strategy, not all companies should be IN. Without careful review the ABM train could blow your budget and fill the funnel with 5% of your goal lead count. But then again you already know that. We all make perfect decisions on marketing strategy and budget allocation, nothing new here – right?

For those ready to buy your ABM train tickets to paradise, I’ve list four key steps to focus on when developing your company’s approach to account-based marketing:

Alignment: “Account-based marketing (ABM) cannot exist and succeed separate from your sales department.” – Heinz Marketing

Prior to making a commitment to ABM, Marketers need to recognize that they cannot go into this alone. Matt Heinz positioned this perfectly as a “Full Funnel Marketing.” Sales and Marketing alignment will not only ensure optimized ABM efforts, it will likely improve all demand generation efforts for your organization.

Identify Opportunity or Lack Thereof: In your discovery and planning phases with Sales, look very specifically at the identified target account list, individual professional counts, and total opportunity pool. How does this number look to you? Running quick numbers will help set expectations and guide budget allocation between ABM and other quality lead generation tactics.

Content: The key to ABM is a personalized approach. Review your content library against the newly identified ABM personas’ needs, you will find holes. Map out a content creation timeline to structure your go-to-market plans. While content creation can slow the process, this is a critical element to ABM success (a key reason to run alongside other demand generation campaigns).

Data & Technology: For most companies this is ‘pick your partner’ time. Investing in MarTech can be challenging — due diligence is essential when considering this type of investment. Ask questions like: where is the data coming from and what levels of scale can you provide? Ask for potential target account audience sizes and talk timelines. Even better, your existing demand generation partners may already offer ABM solutions for you to review and incorporate into your existing demand generation mix.

Like I said, account-based marketing has been around for decades as a proven approach. Today’s surge in MarTech is bringing the hype back to ABM with exponentially higher levels of data, insights, automation, and scale making ABM a very powerful tool…here comes the BUT…before every b2b marketer goes “All In” with today’s top trend, I encourage you to focus on evaluating this strategy as a cohesive Sales and Marketing Team, and move forward with an agreed upon balanced approach.

NetLine Corporation has been utilizing account-based marketing methods of demand generation for years alongside a diversified portfolio of quality improvement lead generation strategies; read the full press release covering their most recent ABM expansion with first-party intent based data.

*Before You Go “All In” with Account-Based Marketing, originally appeared on The NetLine Blog.

09 Jun 16:48

3 Ways Remote Teams Can Foster a Strong Company Culture

by Becca Van Nederynen

More and more, co-located companies are looking to remote work for key advantages like increased productivity, access to larger talent pool, and lower overhead costs. According to FlexJobs, remote job listings increased by 36 percent in 2015. But you can’t build a remote team in the same way you build a co-located one. Companies have been experimenting with remote work within their co-located company culture for over a decade with mixed results. It’s only recently that companies like Automattic, Buffer and Help Scout have successfully built their teams on the foundation of remote work. And the key to that success is building a strong company culture.

Culture is often overlooked as an important element for business success, but research shows that an organization’s culture has a big impact on employee engagement and happiness. While culture evolves more fluidly in co-located offices, companies that operate remotely need to be much more intentional about building a strong culture. Here are three ways remote teams can foster a strong company culture.

1. Hire for a “remote skillset”
Remote work is not a great fit for everyone, so learning how to screen for a good fit in the hiring process is key. At Help Scout, it took us a while to understand what kind of people thrive in a remote environment and we made some hiring mistakes early on. But once we identified those key traits, we adjusted our hiring process to screen for them early on. The top three things we look for are strong writing skills, time management, and curiosity.

Strong writing skills are a must have to be successful on a remote team. Remote teams depend on tools like chat or email for communication, so workers must be able to communicate complex ideas and issues clearly through writing. Bad writing can turn a 2-minute chat into a 10-minute chat, which no one has time for.

Time management is another key skill because remote workers are solely responsible for their own time. Look for people with experience staying focused and on-task while working autonomously. Ask candidates for examples of how they successfully navigated a busy time or challenging deadline. The answer can be extremely telling.

Curiosity is also important. On a remote team, you can’t tap someone on the shoulder and get an answer right away. The person you need an answer from may be in another time zone! You need to be willing to look for the answer in an internal blog post or other team documentation. If your interviewee has a lot of questions about how the team communicates or how information is organized within the team, it’s a good sign!

2. Remote team connectedness
Studies show that relationships are key to happiness. When you invest in ways that encourage connectedness among your team, you generate momentum and boost productivity throughout the entire company. Since remote workers don’t have the advantage of impromptu watercooler conversations, which foster workplace relationships, it’s up to the leadership team to bring the teammates together.

We arrange “Friday Fika” to encourage relationship building. “Fika” is a Swedish term meaning “the act of taking a break during the workday for conversation, coffee and cake.” We pair employees randomly and dedicate thirty minutes each Friday for pairs to video chat about anything. Some pairs even enjoy a coffee and pastry “together” while they chat. This time allows employees to find commonalities and form personal bonds—which eventually creates trust and allows for the open flow of ideas.

Buffer prioritizes relationship building through company retreats. Buffer brings employees together three times a year for retreats in locations around the globe, like South Africa or New York City. As Joel Gascoigne, CEO of Buffer explains, retreats are an opportunity to ”learn about what makes each other tick and what our true passions are.”

3. Aggressive transparency
Transparency is a cornerstone of remote culture. Remote workers can easily feel out-of-the-loop or forgotten, so information sharing is key for a culture of trust and respect. Company updates should be shared with everyone at once, as soon as appropriate. At Help Scout we send daily emails that include company revenue metrics and we replaced a real-time weekly all-hands with a weekly video update.

Transparency is also key for knowledge sharing, something that can be less natural for remote teams. I love how Simon Ouderkirk, hospitality evangelist at Automattic, describes the importance of knowledge sharing in his blog post:

“Your default must be aggressive transparency – I say aggressive because even if you are killing it chats / tickets wise, if you aren’t sharing your expertise, if you aren’t distributing that excellence in a way that is useful for all of us, you’re only doing half of your job.”

Collaboration tools, like Slack, Yammer and Hipchat, bring ease to knowledge sharing, but these tools are only the first step. To institute a culture where expertise and learning is shared often, leadership should put deliberate processes in place. Atlassian, for example, encourages members of distributed development teams to have weekly 1:1 video chat sessions, so code knowledge is regularly shared.

Going all-in
Key to all three of these tips is going all-in on remote culture. If you try to optimize for both a remote culture and office culture, you’ll likely do a poor job at both. Instead, embrace your remote culture wholeheartedly. While some of our team at Help Scout is co-located in Boston, we take care to operate as though everyone is working remotely. Every business decision we make is through the lense of remote team so everyone has access to the same information and no one is left out of the loop. With this even playing field, everyone can benefit from and contribute to our remote culture.

09 Jun 16:47

Mastering the Sales Pipeline: Why clarity and focus breed success

by Amy Weicker
09 Jun 16:38

Amazon's Featured Sellers Don't Always Have the Best Prices Upfront

by Patrick Allan

When you go to a product’s page on Amazon, you might expect to be shown the best price. But new research suggests Amazon is more likely to put merchants who use algorithmic pricing front and center, and they tend to charge you a little more than other sellers.

Read more...

09 Jun 16:38

"The Economic Consequences Of A Trump Win Would Be Severe" by Lawrence H. Summers

by Lawrence H. Summers
Larry Summers

Larry Summers

On June 23, the UK will vote on whether to remain in the EU. On November 8, the US will vote on whether to elect Donald Trump as president. These elections have much in common. Both could lead to outcomes that would have seemed inconceivable not long ago. Both pit angry populists against the political establishment. And in both cases, polling suggests that the outcome is in doubt, with prediction markets suggesting a probability of between one in four and one in three of the radical outcome occurring.

It is interesting to contrast the way that financial markets are reacting to these uncertainties. The markets are highly sensitive to Brexit news: the pound and the British stock market move with every new opinion poll. Analysis of option pricing suggests that if Britain votes to leave the EU, sterling could easily fall by more than 10 per cent and the British stock market by almost as much. It is widely believed that the uncertainties associated with Brexit are consequential enough to affect the policies of the US Federal Reserve and other major central banks.

It would in all likelihood be economically very costly for Britain to leave the EU and would raise questions about the future cohesion of the UK. It would also threaten London’s role as a financial centre and curtail British exports to Europe.

What I find surprising is that US and global markets and financial policymakers seem much less sensitive to “Trump risk” than they are to “Brexit risk”. Options markets suggest only modestly elevated volatility in the period leading up to the presidential election. While every Fed watcher comments on the implications of Brexit for the central bank, few, if any, comment on the possible consequences of a victory for Mr Trump in November.

Yet, as great as the risks of Brexit are to the British economy, I believe the risks to the US and global economies of Mr Trump’s election as president are far greater. If he is elected, I would expect a protracted recession to begin within 18 months. The damage would be felt far beyond the United States.

First, there is a substantial risk of highly erratic policy. Mr Trump has raised the possibility of more than $10tn in tax cuts, which would threaten US fiscal stability. He has also raised the possibility of the US restructuring its debt in the manner of a failed real estate developer. Perhaps this is just campaign rhetoric. But historical research suggests that presidents tend to carry out their major campaign promises.

The shadow boxing over raising the debt limit in 2011 (where all participants recognised the danger of default) was central to the stock market falling by 17 per cent.

Second, in a world economy defined by global integration, Mr Trump’s economic nationalism is highly dangerous. Exports have been a major driver of the American economy in recent years. What would happen to exports if the US were to build a wall along its southern border and abrogate all its trade treaties? Withdrawal from trade agreements does not currently require congressional approval. If Mr Trump did even half of what he has promised, he would surely set off the worst trade war since the Great Depression.

Third, prosperity depends on a secure geopolitical environment. Requiring Japan and Korea to defend themselves and scaling back Nato is a prescription for emboldening China and Russia and promoting nuclear proliferation. A perception that the US is at war with Islam rather than with radical elements within Islam is an invitation to terrorism. In such an environment, investment and trade are unlikely to flourish.

Fourth, Mr Trump’s authoritarian style and cult of personality surely would take a toll on business confidence. He has proposed to bring back torture as a tool of US foreign policy and to change the law so he can sue and punish publications he does not like. The country was paralysed by Watergate and to a lesser extent the Iran-Contra scandal, both of which involved extralegal activity by the president’s staff and the abuse of power. Who will rest secure with President Trump controlling the Federal Bureau of Investigation and the Central Intelligence Agency?

Finally, there is the question of uncertainty and confidence. Improving business confidence is the cheapest form of stimulus. Creating an environment where every tenet of the rule of law, internationalism and consistency in policy is up for grabs would be the best way to damage a still fragile US economy. In no election in my lifetime has a major party candidate for president been so dangerous for the economy.

Markets are discounting the possibility of a Trump presidency. Let us all pray they are right.

This post originally appeared on the author’s blog.

09 Jun 16:38

Image Tools You Can Use to Help Your Blog Look its Best

by Guest Blogger

photo-1416149517343-b030f2729cbdThis is a guest contribution from blogger Rosemary Richings.

You’ve probably heard the cliché saying: “content is king.”

Although it’s true, your content also needs at least one photo to attract readers, and be successful, from an SEO perspective. Blog posts that feature high-quality, relevant photos get 94% more views.

If you’re still haven’t found the perfect photo-editing tool, google a variety of photo editing tools, get to know their features, and pay close attention to how much they cost.

Image Tools You Can Use to Help Your Blog Look its Best

You’re probably wondering what’s out there. Today we’re going to compare and contrast some of the most popular photo editing tools. Ideally, this will make the decision-making process a lot less overwhelming. 

Online and app-based photo editing & graphic design tools

Editing your photos doesn’t have to be a challenging process. Currently, there are a wide variety of options available for bloggers that either have a tight budget, have no background whatsoever in photography, or both.

Option one: Befunky
Befunky is a tool that’s online and smartphone app- based. It’s also a photo-editing tool for creative professionals and bloggers.

The best part of Befunky, especially for bloggers, is its graphic design interface. Special features include its blog image design and infographic design tools.

Befunky’s only catch is the premium plan. You only have access to a limited amount of options unless you’re willing to pay the yearly or the monthly fee.  Depending on the look that you’re going for, Befunky’s free options might not be enough for you.

If money is an issue, and you don’t like Befunky’s free options, you might want to give Canva a shot. All you need is Internet access, and you’ll have immediate access to a wide variety of filter options and lighting adjustment tools.

Canva has a graphic design interface, but you can’t access it unless you sign up first. Canva’s graphic design tool also doesn’t offer blog design features. They do have extra visual options for a small fee.

Option two: PicMonkey

PicMonkey is a photo editing, graphic design, and collage creation tool that’s available online. They’re also working on a smartphone app version, which is coming soon.

In the meantime, you can also download the PicMonkey photo-editing tool via Chrome. The Chrome version allows users to upload and edit Google Drive photos.

If you stick to the free version of PicMonkey there are a lot of ads. If that bothers you then you might want to consider the Royale Monthly or Annual plan. Both Befunky and PicMonkey have a graphic design interface.

Befunky’s design interface has special features that are a lot more applicable to bloggers.  PicMonkey’s design interface is an ideal choice for special events and marketing. Special features include the Facebook header, invitation, and greeting card design tools.

photo-1422015347944-9dd46d16bd0b

Quick Fixes that aren’t reliant on the internet

Having a photo-editing program for quick fixes is important. Common quick fixes include cropping, lighting adjustments, and red eye.

Quick fix programs help you fix small but important details in a hurry. They’re also useful backups when you’re having problems with the Internet.

Option one: iPhoto, or Google Photos, if you’re a PC user 

If you have a Mac, you’ve likely experimented with, or have at least seen iPhoto before. iPhoto is available on Mac computers, for no extra cost. Sorry Windows users, Apple has not yet developed a PC- compatible version!

If you’re looking for something similar, and you have a PC, you might want to try the Google Photos app. The Google Photos app is accessible via the internet, and there’s also a Smartphone App option available. It’s also a great, on-the-go, quick fix option, for both Mac and PC users.

iPhoto and Google Photos are great options if you know what the problem is, and you know how to fix it. Are you a photography novice? If so then Befunky and PicMonkey are likely a better option for you.

Both Befunky and PicMonkey have a visual interface. The visual interface makes photography 101 terms accessible to anyone. Visual diagrams show the reader how the interface’s special features will effect their photos.

Option Two: Adobe Photoshop & Lightroom (both tools are available as a Creative Suite package)

Photoshop is one of the most well known photo editing tools available. It’s also considered to be one of the world’s leading graphics editing programs. Photoshop also comes with Lightroom, which is a handy, photo management, sorting, editing, and processing tool. Lightroom also allows user the opportunity to upload their images online.

Photoshop offers a wide variety of photo touch-up and editing tools. It also has design features that are extremely blog friendly. Special features include everything from text editing tools and effects to photo blending options.

Photoshop has two crucial setbacks, the cost, and the amount of time that it takes to master it. If you’re on a tight budget this may be a deal breaking part of the Photoshop experience. Users  pay $9.99 per month for Photoshop and Lightroom. If you want the entire Adobe Creative suite, you pay $49.99 per month.

If you’re a Photoshop beginner, you can take Photoshop courses online. Sites, such as Lynda.com and Alison.com, provide users with 24/7 access to professional development.

Final Thoughts…

All it takes is a patient trial and error process to find the perfect photo-editing tool for you. No matter what, always treat your photos like an important part of the blog post editing process.

What’s your favourite photo editing tool, and why? Feel free to comment below.

Rosemary Richings is a copywriter and blogger that offers freelance web and blog content writing services to local businesses.  Rosemary’s work has appeared on websites of all shapes and sizes. Publication credits include the Yellowpages Canada website, befunky.com, Author Magazine, and more. For more info about her work visit her website: www.rosemaryrichings.com. Rosemary also maintains a weekly writing blog entitled Rosie Writing Space. Feel free to also follow her on Twitter for recommended reading material, updates, etc.

The post Image Tools You Can Use to Help Your Blog Look its Best appeared first on ProBlogger.

09 Jun 16:37

How Britain’s exit would spell trouble for all of us

by Jonathon Gatehouse
Leader of the United Kingdom Independence Party (UKIP), Nigel Farage poses for photographers holding a British passport at the launch of the party's open-top bus that will be touring the UK for the campaign to leave the European Union, ahead of the referendum, in London on May 20, 2016. The referendum for whether Great Britain stays in or leaves the EU will take place on June 23. (Justin Tallis/AFP/Getty Images)

Leader of the United Kingdom Independence Party (UKIP), Nigel Farage poses with a British passport at the launch of the party’s open-top buson May 20, 2016. (Justin Tallis/AFP/Getty Images)

Herbie Crossman slips a set of shackles and chains onto his wrists, picks up a heavy, yellow bolt cutter and strikes a heroic pose. “Cut me free on the 23rd of June!” he shouts. “That’s all I ask.” A mass voice rendition of Elgar’s Land of Hope and Glory, recorded at the BBC’s Last Night of the Proms, is blasting out of a small speaker at his side. The souvenir table he’s manning at the back of the Leeds banquet hall offers an assortment of Union Jacks (£1), and a deck of cards featuring all the unelected commissioners of the European Union, modelled after the ones U.S. soldiers used while hunting Saddam Hussein loyalists in Iraq (£2). And for the particularly fervent, there’s an assortment of two-metre-high display posters (£40, or $74, including stand). One’s a rather wordy eviction notice, with print shrinking like an eye exam chart. Another features a map of the U.K. with the north of the country encircled in a noose, labelled with the Scottish National Party’s logo, and its south fastened to a ball and chain, emblazoned with the EU’s circle of stars flag. Subtlety is not really what this crowd is looking for.

The pro-Brexit event is technically all-party, but few, if any, in attendance have come to see Brendan Chilton, the general secretary of Labour Leave, or Peter Lundgren, a skeptical Swedish member of the European Parliament. Nigel Farage’s “battle bus,” an open-top double-decker, painted bright purple and yellow—the garish palate of his UK Independence Party—is parked right outside the doors. The night begins with his chosen campaign song, the theme from The Great Escape, the 1963 Hollywood classic about Commonwealth prisoners of war tunnelling out of a German Stalag. (The sons of its late composer, Elmer Bernstein, have publicly demanded that UKIP stop using the tune, to little evident effect.) Security is conspicuous—more than a dozen shaven-headed men in suits with radio earpieces—but there are no protesters, just fellow travellers. Earlier in the day, Farage visited the city’s historic Kirkgate Market, the birthplace of Marks & Spencer, the quintessential British department store, founded in 1894 by a Polish Jew named Michael Marks, to talk about the need to curb immigration. The evening venue, part of the Leeds United FC grounds on Elland Road, is a better match for his message. Once a powerhouse of English football, the club now languishes in the middle of the second-division table, a plaything for a meddling Italian billionaire who has fired his sixth manager in two years this very June day.

The 52-year-old UKIP leader takes the stage to a standing ovation and the cheeky strains of The Final Countdown, the lone hit by an ’80s band called Europe. Farage is buoyant. Tory cabinet ministers Boris Johnson and Michael Gove, the leaders of the official Brexit campaign, VoteLeave, won’t let him ride on their bus, but they have just endorsed something he has been demanding for years, a much stricter, points-based immigration system, like Australia and Canada’s. “There is no way in the future that they can call me or my party extremist or bigoted,” he declares to wild applause from the 400 or so in attendance. “We are in the mainstream of British politics. We are driving British politics.”

British Prime Minister David Cameron and Mayor of London Sadiq Khan (not seen) greet supporters during the launch of the battle bus for the 'Remain In' campaign at Froebel College of the University of Roehampton in London, Britain, 30 May 2016. Khan and Cameron will continue to campaign around the United Kingdom in the lead up to the EU referendum on 23 June. (Facundo Arrizabalaga/EPA/CP)

British Prime Minister David Cameron and Mayor of London Sadiq Khan (not seen) greet supporters during the launch of the battle bus for the ‘Remain In’ campaign at Froebel College of the University of Roehampton in London, Britain, 30 May 2016. (Facundo Arrizabalaga/EPA/CP)

With the referendum on the U.K.’s future in the European Union just two weeks away, opinion polls have suddenly tilted toward a departure. The BBC’s poll tracker, which crunches all the numbers, now has Leave out front by five points, 48 to 43, and the undecided vote down to just nine per cent. It’s an indication that all those dire warnings from David Cameron’s Remain side about the economic consequences of withdrawal—mass job losses, a “homegrown” recession, and decades of trade turmoil—seem to be turning voters off, rather than scaring them. The campaign’s dominant issue has instead become immigration, fed by mounting public worries about the three million-and-counting EU citizens who have taken up U.K. residence since 2004, putting pressure on housing, the health system and other public services.

The temptation to indulge in the country’s last socially acceptable prejudice—a withering disdain for European bureaucracy that crosses all party lines—grows stronger by the day.

“This is our chance to get back at a political class who has given away everything we ever had, everything we ever fought for, everything we want to hand over to our grandchildren,” Farage thunders. “This is the vote when we can get back everything.”

The speech ends with the UKIP head leading the crowd in a rousing chant: “We want our country back.” David Kirby and his wife, Alison, stand near the queue of people waiting for a photo with Farage, clutching a Vote Leave banner. Neither are UKIP members, or even consider themselves political, but the message resonates. “I’m not racist, I’m patriotic,” says David, a 50-year-old textile worker. “It’s depressing, the country is unrecognizable now. I feel like a stranger.”

Related: What would it cost to leave EU? UK slaps a price tag on it

Farage ducks out the back door for a smoke before the drive back to London—not in his purple bus, but rather a chauffeured Land Rover Discovery. He says he knows why Leave is on the rise; because other politicians have finally stopped pussyfooting around the subject that most concerns the voters. “This is the issue, believe you me. Consistently, in opinion polls, for anyone who cares to look, immigration and its impacts have been the issue in British politics for many years,” he says. The UKIP leader has run for a seat in parliament seven times, failing at each turn, but he has never been more influential. (The party has a lone MP, Douglas Carswell, a turncoat Tory, but boasts 24 members of European Parliament, including Farage—the most of any British party.) Farage is now so confident of victory that he jokes about going to Ladbrokes, a betting shop, and wagering £1,000 on the outcome.

Each day seems to bring new fodder for the Brexit side. The Greek financial crisis again threatens the eurozone. A boatload of Albanian migrants had to be rescued off the Kentish coast last week, and camps have been springing up on the other side of the Channel as others prepare to try to enter the country illegally. “There are events that none of us can foresee over the next two weeks that can shift this,” Farage says. “And it is more likely that they will be in our favour than in theirs.”

On the hustings, Farage loves to talk about the cap-in-hand indignities that come with being a partner in the 28-member European Union. Lately, his example of choice has been David Cameron’s March effort to convince fellow leaders to do away with a five per cent sales tax on feminine hygiene products. The Prime Minister says he won the fight, but the deal still needs to be ratified in Brussels. In the car park, Farage is agog over the process. “I talk about the humiliation of a British Prime Minister going to beg for a tax on tampons to be reduced . . . with heads of state!” he says, skywriting with his Pall Mall. “What must they think of us? It’s unbelievable!”

David Cameron has a way of carrying himself on those rare occasions when he has to interact with members of the general public. The British press call it his “stuntman pose,” but it’s really more of boxer’s crouch: legs set wide, weight back on the balls of his feet, arms out in front as if to ward off the blows. Cameron needed all the protection he could get during the campaign’s first town-hall-style television special last week. It was a debate in name only—the Prime Minister has refused to appear with pro-Brexit rivals, either from within his own party or UKIP, saying his wants to minimize “blue on blue” clashes. So what Sky News viewers got instead was a hybrid interview show, followed by a live Q&A. Michael Gove, his secretary of state for justice, did the same for Leave the next night.

Cameron struggled to make the case for staying in the EU. “It’s 500 million people. It’s the biggest market in the world. It’s something Britain worked very hard to create,” he told the studio guests, and a select audience at home who chose politics over England v. Portugal, the national side’s last tune-up match before Euro 2016. “If you don’t have a strong economy, you can’t have the health system you want, or the schools you want . . . to leave would be an act of self-harm.”

The sales job fell flat, however, and the evening turned into a pile-on for Cameron and the relentlessly negative campaign he’s been overseeing. “Project Fear,” as it has been popularly dubbed, with its endless procession of gloomy experts, finger-wagging bank bosses and concerned Continental pols has evidently gotten up people’s noses. The Prime Minister was on the defensive from the one-hour show’s outset, called to account for his inability to come anywhere near a promise to cap net migration at 100,000 EU arrivals a year, and openly mocked for Remain’s apocalyptic rhetoric. “So what comes first? World War Three, or a global Brexit recession?” asked Sky anchor Faisal Islam, eliciting hoots and applause.

When it was their turn, the invited public were even more savage, accusing the PM of “scare-mongering,” and “hypocrisy,” then interrupting and shouting him down from their seats when he tried to respond. It was all a reminder that Cameron won a slim majority in last year’s general election not because he was the U.K.’s best-loved leader, but rather its least-loathed.

Afterwards, in the spin room next door, there was the extraordinary spectacle of a half-dozen members of Cameron’s own cabinet fanning out to either try and sing his praises, or pull out a spade to bury him. “It was a 10 out of 10 for the Prime Minister. He made it very human, he talked about jobs and the trading block and why it matters,” Nicky Morgan, the secretary of state for education, proclaimed to one scrum. “It shows how weak the arguments are for Remain,” said Andrea Leadsom, the minister of state for energy, standing only a metre away. “I think it was very difficult for him to make any inroads on immigration. Quite clearly, it’s just impossible for him to control immigration from the EU whilst we remain in it.”

There has long been a deep rift within the Conservative Party over the U.K.’s membership in EU. But Cameron’s attempt to quiet the Euroskeptics once and for all—he promised this referendum in 2013, specifically to blunt the threat of UKIP and keep his own Euroskeptic members from bolting—now looks like a very risky gamble. The BBC’s latest count has 164 members of his caucus backing Remain and 131 for Leave, with 35 as yet publicly uncommitted—a significant split for a party that enjoys just a 17-seat majority. During last spring’s election, Cameron promised voters that he wouldn’t stick around to fight the next one in 2020. And it is widely assumed that Boris Johnson’s primary motivation for taking a leading role with the Leave campaign is to further his own prime ministerial ambitions, PDQ.

A passer-by views a mural showing likely US Republican presidential nominee Donald Trump (L) kissing the Former Mayor of London and Conservative MP, Boris Johnson, on the side of a building in Bristol, south west England on May 24, 2016. The mural in Bristol, southwest England, was commissioned by We Are Europe, a campaign group which wants Britain to remain in the European Union at the June 23 vote. (Geoff Caddick/AFP/Getty Images)

A passer-by views a mural showing Donald Trump (L) kissing the Former Mayor of London and Conservative MP, Boris Johnson, on the side of a building in Bristol, south west England on May 24, 2016. (Geoff Caddick/AFP/Getty Images)

That may not be working out quite as planned either. The former mayor of London has always been known as a loose cannon, but in recent weeks he’s been plumbing Donald Trump-type depths. He’s accused global leaders backing Remain of appearing in “hostage videos” for Downing Street, and compared the EU to a “badly designed” pair of underwear. Then there was the interview with the Daily Telegraph where he played the Nazi card, warning that attempts to unify Europe inevitably turn into power grabs. “Napoleon, Hitler, various people tried this out and it ends tragically,” he said. “The EU is an attempt to do this by different methods.” “BoJo” and Leave haven’t been shy about resorting to their own scary rhetoric, pressing a widely discredited claim that the EU “costs” British taxpayers $648 million a week, or $33 billion a year. (The country’s true net budget contribution, after rebates, is $13.5 billion per year, about 0.4 per cent of GDP.) They’ve also made more than $204 billion in new spending promises from the “savings” post-withdrawal, which doesn’t add up at all.

Related: That Brexit graffiti: One picture, nearly 1,000 words

Perhaps most damagingly, Johnson has been busy stoking fears about EU expansion into—and an influx of migrants from—countries like Albania, Serbia and Turkey. It has not only made him look slightly racist, but hypocritical too, given that his own great-grandfather, Ali Kemal, was a Turkish government minister. Or maybe he’ll simply come to regret offending foreign leaders for a cheap laugh. In May, The Spectator, a magazine that Johnson used to edit, announced he had won their contest soliciting rude limericks about Turkish President Recep Tayyip Erdogan. The entry involved a goat, and dubiously rhymed Ankara with “wankerer.”

Divisions over the EU are hardly limited to Britain’s right, however. Labour’s new leader, Jeremy Corbyn, is himself a reformed Euroskeptic, and while he officially endorses Remain, he is proving a reluctant campaigner. In his first real referendum speech, last week in London, it was often difficult to ascertain just what Corbyn was promoting. “None of us are satisfied with the EU as it is,” he declared, then went on to complain at length about a proposed free trade deal between the EU and the United States. He expressed full-blown contempt for Remain’s “myth-making and prophecies of doom,” as well as the Conservative chancellor and his management of the country’s finances.“Just over a week ago, George Osborne claimed that the British economy would enter a year-long recession if we voted to leave. This is the same George Osborne who predicted his austerity policies would close the deficit by 2015. That’s now scheduled for 2021.”

It was a Conservative prime minister, Ted Heath, who brought the U.K. into the EU—then known as the European Economic Community—in 1973. The original Euroskeptics were mostly from Labour. When the party won the 1974 election, Harold Wilson, the new PM, promised to put the deal to a referendum— the British public voted 67 per cent in favour of closer ties with the Continent.

But there has always remained a strong undercurrent of suspicion about the project, and fears that the U.K.’s culture and sovereignty were somehow being eroded. Relatively few Britons identify themselves as “European”—just 16 per cent according to the latest British Social Attitudes study, a figure that has hardly budged over the survey’s 30-year history. “It’s the biggest failure,” says John Curtice, a professor of politics at Strathclyde University who oversees a project called “The UK in a Changing Europe.” “Brussels is not part of us, it’s the other.”

It’s not that the country hasn’t evolved—in fact, British identity is now deeply tied to multiculturalism. (Those who resist such changes tend to still call themselves “English.”) It’s just that the difficulties associated with EU membership seem to capture the public imagination more readily than the benefits. “Support is transactional,” says Curtice. “One section of British society has done well within the EU and another has suffered consequences. And that argument isn’t going away anytime soon.”

A group of Leave campaigners stand outside the Oakleigh Park train station in Barnet, the far northern edge of London, on a Friday evening. Every 15 minutes, a crush of commuters from the city disembark and stream out the exits. Some take the proffered flyers, other refuse politely. Only one young man is openly hostile. “Vote Leave? No chance, mate,” he says to one of the older canvassers. “It’s my future you’re ruining, not yours.”

The half-dozen Brexiteers—among them a retired ambulance driver, a business owner, a stay-at-home mom, and a woman married to a Kenyan immigrant who has brought along a Rhodesian Ridgeback named Kito, Swahili for “precious one”—all say they have nothing against Europe. Many speak of pleasant holidays in France, Spain or Greece. But there is a shared belief that the EU is out of control. “It’s the bonkers legislation that is coming out of Europe and all the rights they’re giving to criminals,” says Nick Michaelson, the owner of a label company. And there is a real fear that the Continent’s migrant crisis will soon spread across the Channel. “Did you see that they have someone in Calais teaching the children English now?” asks Barry Newman, the retired ambulance driver. “I can’t park on a single yellow line without being thrown in jail. And they can break all the international laws and we’ll give them houses,” says Mary Malde, the dog owner.

Jennifer Grocock, the mother who organized the canvas, has been a Conservative since becoming a fan of Margaret Thatcher during her high school years. “The EU is complete nonsense. There’s no accountability, no one knows who’s running it,” she says. “Personally, I think Ted Heath should be raised from the grave and slaughtered again.”

Eddie Izzard, one of Britain’s most popular comedians, is struggling to express just why the EU matters. “From Alexander the Great until World War II, for 2,500 years, we did all the killing we could. Then we finally decided to work together,” he tells the crowd. “And now, a transvestite guy tours in France.”

Eddie Izzard makes a plea to young people to vote to stay in Europe.He is taking his 'Stand up for Europe' campaign to 31 cities in 31 days.He urged young people to have their say just 3 days before the deadline to register. London 4 June 2016. (Mark Thomas/REX/Shutterstock/CP)

Eddie Izzard makes a plea to young people to vote to stay in Europe. He is taking his ‘Stand up for Europe’ campaign to 31 cities in 31 days. (Mark Thomas/REX/Shutterstock/CP)

It’s a sunny Saturday afternoon in an outdoor beer garden next to the London Eye Ferris Wheel, and Izzard has brought his Stand Up for Europe lecture tour to the capital. Thirty-one cities in 31 days, interspersed with his regular show, Force Majeure, which he performs three times a night, in German, French, and then English. (A few nights before in Bristol, 150 people turned up for the German set, and 250 for the French one, he says proudly.) Wearing a pink beret and matching lipstick, sporting a Union Jack on one of his painted nails and dressed in a black suit and stiletto heels, he spends an hour talking up the virtues of a wider international community, and the dangers of leaving it. Low-cost flights to the Continent will disappear, he warns. So will an agreement that bans extra roaming charges for cellphones. But he admits it’s much harder to convince people to embrace the EU on merit than it is to try and scare them. “The positive arguments are difficult. The negative ones are simple,” says Izzard. “I think extremist politics is beguiling because it’s one-stop shopping. Real politics is as complicated as it seems.”

The opinion pollsters may be wrong. They certainly were last spring, when they unanimously predicted a minority government, likely led by Labour. Or just as they were during the 2014 Scottish independence referendum, when they failed to detect a 10-point advantage for the No side. But the sudden swing toward Brexit won’t make the final two weeks of the campaign any friendlier, or less frantic. The Remain side has unleashed an all-out attack on Boris Johnson and Michael Gove, denouncing Leave’s “economic con tricks.” Sir John Major, the former prime minister, exited his crypt for a TV interview in which he called Bojo a “charming court jester,” but sniffed at his “squalid” campaign, warning that he’s damaging both the party and his own ambitions. As the value of the pound plunges, and alarms sound about a “massive” outflow of capital, the dire warnings of job losses—3,600 positions at risk, says the head of Hitachi, 16,000 per the chairman of JP Morgan—might suddenly sound more convincing.

With all the scary numbers, competing claims, insults and invective, confusion remains the dominant theme among British voters. Many say they don’t know who to believe. For others, it hardly matters. Peter Whiteley, of Low Biggins, Kirby, Lonsdale, penned a letter to the Yorkshire Post last week, recounting how a stay at a Scarborough B&B several years ago had influenced his views on the EU. “At breakfast, I asked the proprietress if she could give me some warm milk to have with my cereal,” he wrote. “She replied: Due to EU regulations we are not allowed to heat milk in the microwave so I am unable to give you any.” Whitely still wonders if the claim was true, or simply an excuse, noting she could have heated some up in a pan. But concluded that he will be voting Leave—just in case.

Mike Galsworthy, a London health researcher, was so dismayed at the tone and content of the debate that he and a friend started their own pro-Union group, Scientists for EU, quickly acquiring more than 116,000 likes on Facebook, and 14,000 followers on Twitter. “There’s been this colossal, nationwide rejection of expert opinion,” he laments. “There’s this Trumpist attitude of British superiority. A sense of ‘damn the consequences.’ ” The EU has been a boon for British science, he says, providing 17 per cent of the country’s research funding, and opening access to jobs, talent, and cross-border collaborations. As well, it has given the country a major say in shaping scientific rules for the Continent, which often go on to become the global standard. All 132 university chancellors in the U.K. support Remain, and a recent survey by the Campaign for Science and Engineering found that 93 per cent of researchers agreed that EU membership had proven a “major” benefit. “We know it would be bad for science if we pulled out,” says Galsworthy. “But the media are focused on the political soap opera, not the facts.”

Eddie Izzard’s jokey, pro-Euro monologue lasts about 30 minutes, then he takes questions from the audience. “If the EU is so great, how come it’s so boring?” asks one young man. The comedian riffs for a bit on how we all prefer horror films to movies about nice people drinking coffee, but it’s not much of an answer. After it’s all over, a line forms for pictures and autographs. Paul Edkins, a business consultant in his early 30s, says he came because he’s a big fan of Izzard’s, but that he also agrees with him about the value of the EU. “To turn around a continent from centuries of hate and killing in just 60 years is remarkable,” Edkins says. “I see it as a forward-thinking project.”

The Leave campaign is promising voters a return to the glorious past, while Remain conjures visions of a dystopian future. In the run up to June 23, the mystery is why so few people are talking about the present.

The post How Britain’s exit would spell trouble for all of us appeared first on Macleans.ca.

09 Jun 16:37

5 Old School Social Media Tactics That Are No Longer Effective (And What To Do Instead)

by Aja Frost

There are few greater joys in a marketer’s life than experimenting with a new technique—and having it work like a charm.

You feel like a cross between a scientist, an artist, and a magician, am I right?

giphy (1)

After doing a little celebrating, you officially add the tactic to your repertoire, update your dashboards, and then probably start searching for the next thing to try.

And because you’re always looking forward, you might not notice that technique that worked so well when you first used it? Well, it’s become pretty old-fashioned. Even, dare I say, obsolete.

With this in mind, we wanted to take a look back and tactics that may have worked in 2012 or 2013, but aren’t quite so effective nowadays.

Let’s get started…

tactics-feature

We’ve rounded up five social media tactics that are ready to retire. (The good news: Once you’ve cut these loose, you’ll have more time for the tactics of the future!)

1. Linking to influencers just so they’ll share your content

There’s no one set way to do influencer marketing, but there are a few techniques that don’t quite feel right. In the second camp? Linking to an influencer or quoting that person as an expert solely in the hope they’ll share their content.

This technique usually backfires. First, it’s pretty obvious to the influencer what you’re doing—so rather than adding value to their life, there’s a good chance you’ll go unnoticed and pass under their radar.

But worse, it makes your content less useful to your audience. Keri Morgret, a content manager for Inbound.org, says she’s read multiple lists of “top experts for X” that include names of people who haven’t worked in the relevant industry for years.

What to do instead:

Think quality, not quantity. Before you link to someone else’s post or cite them as an expert in a round-up, ask yourself, “Will this benefit my readers?”

If the answer is yes, you’re in good shape. That means their content or expertise is an optimal fit for your audience—so you’ll benefit whether or not the influencer promotes it. However, there’s a strong probability they will promote it; after all, when you’re genuinely enthusiastic about what someone has to say, it’s pretty flattering. And if the post is high-quality, sharing it will benefit the influencer’s brand as well.

You should also consider limiting the number of people you link to per post. It’s hard to feel special when you’re one of 20 influencers mentioned; being one of two influencers, on the other hand, is much more flattering.

Finally, use the love people have for their own names to your advantage. You could link to someone’s content like so:

Meditate before a job interview to calm your nerves.

Or, you could write:

Daenerys Targaryen, a career coach (and meditation enthusiast!), recommends meditating before an interview to calm your nerves.

If you were Daenerys, which version would you be more eager to share? My hunch is the second one.

2. Making a strict employee social media policy

Some companies have social media policies so lengthy they get their own binders. Zappos, on the other hand, has a policy so short it could fit on a Post-It: “Just be real, and use your best judgment.”

If you’ve got an incredibly strict, detailed employee social media policy, it might be time to drop all the clauses and provisions and follow Zappos’s lead. After all, if you give your team members more freedom, they could turn into your most passionate brand advocates— encouraging your employees to share makes them 31% more likely to publicly make positive comments about you and 24% more likely to recommend your products. The average employee has 10 times the number of followers as your corporate network, and 90% of those followers don’t know your brand.

Appcues Employee Advocacy

What’s more, 92% of people trust recommendations from their friends and family more than any other advertising. That means the way to your future customers’ hearts? It’s through your employees!

What to do instead

There’s nothing inherently wrong with having a policy (in fact, the majority of companies do.) But rather than laying down the law, try creating your policy with your employees.

15Five, for example, held an all-hands meeting to figure out their target persona. With a unified vision, team members could post their own content with confidence.

You can also work together to figure out best practices. Your employees will probably have a ton of ideas you haven’t thought of; plus, being part of this process means they’re far likelier to buy in.

Finally, instead of stifling your employees’ voices, encourage them to be themselves. A genuine post goes much further than a forced, buzzword-y one.

3. Only sharing text and image updates

Images and text can still drive engagement, but social video is becoming too important to ignore.

Not only will video swallow up 69% of consumer internet traffic by next year, but watching videos about products is four times more popular than reading about them. And here’s the doozy: 25% of consumers will lose interest in your brand if it doesn’t have video.

So, safe to say video is important. Unfortunately, many brands are letting this screen revolution play on without them—as we found, less than 1% of their Facebook posts feature videos.

Facebook Video

What to do instead

If you haven’t already integrated video into your content marketing strategy, now’s the time!

Need some guidance? Wistia’s Alyce Currier has put together an incredibly handy video guide for brands. She says repurposing the same videos across your platforms is fine to start, but to maximize video’s potential, create customized content for each network.

Take Facebook. Since the vast majority of video views are silent, creating content that can stand without sound is crucial. When you make YouTube videos, on the other hand, incorporating audio is necessary for engagement.

4. Sending automated messages when someone follows you

Imagine stranger smiles at you. You smile back—and then, they walk over and say, “Hey, could I have 10 bucks?”

I don’t know about you, but that interaction would feel pretty manipulative to me. But sending an automated messages to new followers is essentially the same thing—not only does the lack of personalization show that you don’t care about them as an individual, it also says you care way more about what they can do for you than the other way around.

Automated Message Twitter

What to Do Instead:

Have real, meaningful interactions with your followers. Like and retweet their content. If they mention your brand, send a reply (and give it a personal touch!).

As Ash explains, “It feels amazing to know that our favorite brands and personalities value our custom and support. And sometimes all it takes to show that is a personal response.”

This strategy definitely requires more time, energy, and resources than setting up a trigger so every new follower gets the same message. But remember that stranger from the example? What if, instead of asking for money, they’d asked you to dinner—and then spent the next couple months slowly getting to know you. You could develop a permanent friendship. Similarly, if you take it slow with your customers, they may stick around for life.

5. Asking people to share your content

You’ve worked hard to create an awesome piece of content—and naturally, you want as many people to see it as possible. So, along with sharing the link on social media, you ask your contacts to post it on their own networks.

The problem? This request puts your connections in a really awkward spot. Saying no feels pretty uncomfortable (after all, you’re asking for a share, not a kidney), but they might want to for any number of reasons: the content doesn’t work with their brand, audience, or social strategy; they don’t agree with everything it says; or they simply resent being asked.

In the end, this strategy might help you get more views on, say, a blog post or Slideshare—but your professional relationships will take a hit. (Want to brush up on social media etiquette? Check out the 29 most common rules and which ones you should actually follow.)

What to do instead:

You want people to link to your content because, well, they want to. With that in mind, focus on making it as shareable as possible.

A recent analysis of 65,000 articles found that a piece’s virality comes down to two main factors: arousal and dominance. In plain English, arousal means “riled up.” Both anger and excitement are high-arousal emotions. Dominance, on the other hand, is the feeling of being in control. When you’re inspired or joyful, you’re experiencing high dominance; when you’re scared, you’re experiencing low dominance.

Articles that perform the best on social use a high-arousal, high-dominance combo. What would that look like? Well, a photo of Vin Diesel with his daughter racked up 8.1 million interactions (making it the fifth most popular Facebook post of 2015), thanks to the strong, positive emotions it generated. But strong, negative emotions can be powerful too—take the Dove “Choose Beautiful” campaign, which put a spotlight on low self-esteem.

Over to you

I’d love to hear how your social media strategy has evolved.

  • Which tactics have you stopped using?
  • Which techniques have you recently added to your roster?
  • Is there anything you’ve been doing since the beginning that’s still working really well?

Can’t wait to read everybody’s responses!

09 Jun 16:37

I took the 'Elon Musk Challenge' and spent only $2 a day on food for a month — and it was easier than I expected

by Business Insider

pasta

When Elon Musk was 17, he lived off a dollar a day for a month to see if he had what it takes to be an entrepreneur.

He explained the experiment to astrophysicist Neil deGrasse Tyson in an episode of Tyson's StarTalk Radio podcast:

In America it's pretty easy to keep yourself alive. So my threshold for existing was pretty low. I figured I could be in some dingy apartment with my computer and be okay, and not starve.

In fact, when I first came to North America — I was in Canada when I was 17 — and just to sort of see what it takes to live, I tried to live on $1 a day, which I was able to do. You sort of just buy food in bulk at the supermarket ... I was like, "Oh, okay. If I can live for a dollar a day — at least from a food-cost standpoint — it's pretty easy to earn $30 in a month, so I'll probably be okay.

I decided to replicate the challenge this past month. I adjusted for inflation — $1 in 1988, when Musk was 17, is the equivalent $2 today — and set aside $62 for the 31-day month of January.

Musk lived off mostly hot dogs and oranges, occasionally mixing in pasta and jarred tomato sauce. I bought mostly bananas, pasta, and peanut butter and would switch it up with the occasional fried egg or sweet potato.

I reached out to Musk after completing the challenge. "That's great, although I would not encourage anyone to live on $1 a day," he wrote me in an email. "That would not be super fun. Also, I did this back in 1990, so a dollar went a lot further back then. Would be much harder to do that today."

(Yes, I realize he just said 1990, but I did the entire month based on the value of a 1988 dollar, and I'm not about to re-do it ... so bear with me. The point still stands.)

Thirty-one days, 14 bags of pasta, six jars of peanut butter, and too many bananas to count later, I completed the "Elon Musk Challenge" with $1.07 to spare. Here's what it was like:

SEE ALSO: I spent only $4 a day on food for a week — and it was grueling

I set aside exactly $62 the evening of December 31 and established a few guidelines for the month-long challenge:

1. No office snacks. If I'm emulating the lifestyle of a struggling entrepreneur, I probably cannot rely on an office stocked with snacks.

2. No "rollover" food. I decided not to eat any food that I bought prior to January 2016.

3. I CAN accept food from other people or any freebies. I wouldn't be actively seeking out free food or asking friends and family to buy me anything — the point of the challenge was not to see how much free food I could accumulate in a month — but if I came across free samples or if someone (outside of my office) offered me a snack or meal, it was fair game.

4. I can spend more than the allotted $2 on any given day. I just can't exceed the $62 over the course of the month. Some days I would spend $8 at the grocery store for supplies that would last several days, while other days, I spent nothing.

5. One cup of coffee per day. For productivity reasons, I did allow myself one cup of coffee from the office Keurig machine each morning. After struggling with caffeine headaches while completing the food-stamp challenge last year, I learned that a cup of coffee would be essential if I wanted a chance at being productive during the work day.



My "strategy" the first couple of days was simply to buy the cheapest food I knew of — pasta and oats — and eat my supplies as I got hungry.

Pictured above are the groceries from my first shopping trip at Trader Joe's.

In terms of flavor, for the first couple of days, there was none. I had accepted at the beginning of the challenge that everything was going to be considerably bland, and I assumed I wouldn't be able to afford much more than pasta and oats.



It only took one traumatizing treadmill run and a series of leg cramps to realize I would need a more concrete plan (and protein) if I had any chance of completing the challenge.

I started by adding a good source of protein — peanut butter — to my pile of loot, tortilla to accompany the peanut butter, and bananas for a bit of potassium.



See the rest of the story at Business Insider
09 Jun 16:36

The Perfect Article Has Exactly 738 Words (Just Kidding)

by Heather Baker

In Search of the (Elusive) Perfect Blog Post Template

There’s actually a profusion of them out there. Social Triggers has one, HubSpot has five and CoSchedule even put together a 5-point checklist they claim will ‘rock a perfect blog post’. Not to be outdone, Buffer went a step further and conducted actual research before coming up with their anatomy of the perfect blog post.

And that’s just the tip of the Google search results iceberg. Go ahead and check for yourself. Type in ‘best blog post template’ and see what comes up. Typical of these kinds of searches, you have to sift through a lot of so-so before you get to the good stuff.

But that’s okay right? If you spend the time now (searching for that surefire formula), it’ll pay off later (when you’re churning out blog posts like a veritable writing machine).

Can a Template Help You?

Well, yes and no (sorry). You can certainly glean a lot from the experts in terms of what works and what doesn’t. They are experts after all.

They’ll spell out the need for a magnetic headline; they’ll take you through the key components of a decent intro. They’ll even talk you through the layout of your blog post, explaining the importance of things like sub-headings, bullets and bolding (it’s so people can scan your text instead of having to read every word).

What About Content?

But what they don’t talk about (at least not in the detail that’s required) is the actual content of your blog post.

You can read up all you want on structure, headlines, sub-headings, post images and whatnot, but if the piece is poorly written or if it serves no purpose, then it won’t matter how slick your layout is, people aren’t going to read it.

Now I don’t know about you, but I don’t want people scanning or ignoring something I’ve just sweated bullets over. I want them to savour every single word as if it were the last they’ll ever read.

For your post to be readable (and, let’s face it, shareable) in needs to be underpinned by a solid ‘why’.

Why are you writing it? And more importantly, why should I read it? Moreover, it requires heart. Heart is the story that will draw your readers in, the context that will help them relate, and the value that will keep them reading until the end.

Lazy Writer Tip: Guidelines vs. Wild Creative Abandon

It takes real effort to write like this. Rely too heavily on shortcuts (like cookie cutter templates) and you run the risk of becoming a lazy writer. And you know what happens to lazy writing? People scan it (if you’re lucky) and flat out ignore it (if you’re not).

I’m not denying the need for guidelines. We all need to learn how to colour inside the lines before we can scribble with the kind of gay abandon that veteran artists indulge in on a daily basis.

But we must also ensure that we don’t bog down our creativity with too many rules and processes. How else will we unleash that wild part of us that makes our words wander off the page right into the heart and mind of the reader?

No amount of bolding will ever do that. And neither will having a surefire formula or knowing how many words constitutes the perfect blog post.

How Many Words Does a Blog Post Need?

Why? Because after you’ve learned the basics what you need to do next is practice. Practice long enough and diligently enough (this is the part where you show up at the page no matter what) and something magical will happen.

Your gut feel will show up unannounced and ready to rumble.

“738 words is perfect,” it says.

“But Medium.com says the optimal post length is 7 minutes, I’m not even halfway there!” you squawk in dismay.

“738 is perfect,” it repeats, this time a little more emphatically.

“But…” you’re on the verge of belabouring your point when suddenly you get it.

The perfect article has exactly the number of words it needs. No more, no less.

Perfect, in this instance, is what’s perfect for you, the writer. Whether you think of it as your sixth sense or gut feel or muse doesn’t matter. What matters is that you listen to it when it shows up and tells you that 738 words is perfect or that this time you don’t need to bold anything because nobody will be scanning your copy anyway. They’ll be drinking it up.

I’m not suggesting you break out your inner Tolstoy and pen the sequel to War and Peace every time you write and neither am I saying you should always strive for brevity. I’m proposing that you judge each piece of writing on its own merit.

If it feels overly long then go ahead and follow Stephen King’s advice in On Writing and “kill your darlings”. Likewise, if the piece is all broth and no meat, by all means, shoot for something more in-depth. It’s about providing value. How you do that is between you and your gut feel.

Client Expectations and Editorial Guidelines

The above advice is great when writing for your own blog or website, where you hold the deciding vote. But what if you’re writing for a client who has very specific ideas or a publication with non-negotiable editorial guidelines?

You start by knowing your audience. If you don’t know who you’re writing for then you can’t possibly expect to give them something they’d want to consume. Find out everything you can about them and then tailor your piece accordingly.

Of course, your audience isn’t just the end user. They’re also your client and the publication’s editor. Writing something that will please everyone can be tricky, but it’s not impossible.

It goes back to good content. First you need to make sure it’s the right fit for your audience, which it will be if your client has asked you to write it. After all, they should know what their customers want.

Then put your shoulder into it and get to work. Tell your story so well that people will want to read it. Do your research, provide value and make a compelling argument. Adhere to a strict ‘no fluff’ policy when writing. Your readers will respect that.

A Final Word on Word Count

Which brings me back to word count. While it shouldn’t always be a mitigating factor, it is an important consideration for you to do your job successfully and not alienate important people (like the editor)!

When publications are prescriptive about word count, it’s generally with good reason. It might have to do with space availability or perhaps they just know what their target audience likes. If you get an assignment that requires a certain number of words, then use it as a challenge to write the best possible piece in the space you’ve been allocated.

If your final piece ends up being more or less than that –and you really believe in the merit of your content– you could argue that the 738 words you’ve written is perfect. Maybe they’ll go for it, maybe they won’t.

Writing is about catering to your audience’s needs. Here, as with most things in life, the ability to adapt will stand you in good stead. So while a blog post template can definitely serve as a starting point, it’s not going to take you all the way.

That takes gut feel, heart and a whole lot of practice.

09 Jun 16:36

An Ivy League professor explains chaos theory, the prisoner's dilemma, and why math isn't really boring

by Elena Holodny

Airplane vortex chaos

Math is a cool way for us to understand the world we live in. And to that end Business Insider recently spoke with Steven Strogatz, the Jacob Gould Schurman Professor of Applied Mathematics at Cornell University.

Strogatz specializes in areas of nonlinear dynamics and complex systems, and he is the author of the wonderful "Joy of X: A Guided Tour of Math, from One to Infinity."

He talked to us about game theory, "elegant" math, math education, and the effectiveness of models in different fields.

This interview has been edited for clarity and length. It was originally published on June 8, 2016.

Elena Holodny: What's interesting in chaos theory right now?

Steven Strogatz: I’m often very interested in whatever my students get interested in. I primarily think of myself as a teacher and a guide. I try to help them — especially my Ph.D. students — become the mathematicians they’re trying to become. The answer often depends on what they want to do.

In broad terms, the question of how order emerges out of chaos. Even though we talk about it as “chaos theory,” I’m really more interested in the orderly side of nature than the chaotic side. And I love the idea that things can organize themselves. Whether those things are our system of morality or our universe or our bodies as we grow from a single cell to the people we eventually become. All this kind of unfolding of structure and organization all around us and inside of us, to me, is inspiring and baffling. I live for that kind of thing, to try to understand where these patterns come from.

Holodny: How do things organize themselves in nature even when there's no "central command" — like when birds fly in formation or people organize themselves in a power structure?

Strogatz: We’re learning a lot about this all the time — bird flocks, fish schools, herds of animals. You can have human organization both within companies or even frivolous examples like people in a soccer match who want to start doing the wave or clapping in unison. So we do sometimes spontaneously organize.

There are also cases when it’s really serious, like when buildings are on fire and people need to escape. You can study the motion of people as they escape the building. And they actually will go out like water flowing through a pipe … There’s a kind of “fluid dynamics of people” as well as of cars. When traffic engineers are trying to figure out how people are driving ... sometimes you’ll be stuck in traffic and there’s a jam, and you’re thinking, “Oh there must be an accident somewhere down the road,” but then you never see an accident and you wonder why was there this traffic jam? There was no reason for this.

Waders_in_flight_Roebuck_BaySo that’s another case of bizarre collective behavior of people that we get in these density waves on the highway. Density of traffic in some places and density somewhere else. And in that case it has to do with driver behavior. That people don’t want to get too close to the car in front of them. There are sort of mathematical rules that govern how fast you’re comfortable driving, depending on how far ahead of you the next car is, and also how dense the traffic is generally. And so you can write all of these things in math and then start to predict what will happen with thousands of people on a big long stretch of highway.

Or in the case of birds. They are flying around in three dimensions, and they’re very aware of how close their neighbors are, how fast the neighbors are going, which directions the neighbors are pointing. They don’t have eyes on the backs of their heads, so they’re not so aware of who’s behind them.

But, like I said, there are simple rules about what a bird will do in response to a neighboring birds based on how fast they’re going, how close they are, and which directions they’re pointing. And then if you make computer simulations of what you’d expect, each bird is following these simple rules. You get behavior that looks exactly like what real flocks look like, including if they’re flying around obstacles such as buildings or trees. You don’t need a leader.

Holodny: To what degree are these computer simulations accurate? We don’t even know how to solve turbulence yet!

800px Equilateral_triangle_construction.svg

Strogatz: [Laughs] Well, that’s true. But turbulence is much harder than bird flocks, I would say. Because we can make measurements on individual birds. You can have them follow robotic birds; you can train them. You can kind of directly measure some of their response properties to other birds of their same species.

I don’t want to give the impression that we totally understand flocks. You’re right to be skeptical. There’s a lot that we’re just learning about this, but the field seems to be moving pretty fast.

Holodny: What do you mean by "the organization of morality"?

Strogatz: Yes, that's a strange phrase. The reason I said that is — maybe you’re familiar with game theory and the prisoner's dilemma?

I’m thinking here of this incredible computer study that was organized by a political scientist called Robert Axelrod. … In the 1980s, he asked the world’s leading game theorists from psychology and economics and computer science — all kinds of different disciplines — to submit computer programs to play prisoner’s dilemma against each other ... It was a repeated prisoner’s dilemma. Everybody played everyone many times … And the question was, “What would do well in the kind of environment where everyone is using all of these different strategies?”

prisoner's dilemmaWhat this showed was that the winning strategy was the strategy that people called “tit for tat.” It begins by cooperating on the first move and then does whatever the opponent did. So if the opponent cheated, or "defected" as they say, then they will defect in retaliation. And so it’s a very simple strategy — it was actually the shortest program that was submitted to the tournament. Only four lines of FORTRAN, the computer language of the era in 1980. So it was the shortest program, and was very simple-minded, but it ended up winning.

Keep in mind here: These programs are not trying to be goody two-shoes. They’re trying to win. These are self-interested individuals. These are egoists, these are free market people, they’re capitalists, they’re try to do anything to win. So there’s no sense of morality here. This is just “What does it take to win?”

Now, to come to the punch line, when Axelrod analyzed what programs tended to do well in this prisoner’s dilemma tournament, the ones that did well had four properties: Be nice, be provocable, be forgiving, and be clear. [Editor's note: "Nice" means to cooperate; "provocable" means to immediately defect in retaliation when the other player defects on you; "forgiving" means not to hold a grudge, e.g., someone resumes cooperating with you, and then you resume cooperating and don't continue to punish them.]

So what emerged from the prisoner’s dilemma tournament was be nice, provocable, forgiving, and clear, which to me sounds a lot like the ancient morality that you find in many cultures around the world. This is the “eye for an eye” morality, stern justice. This is not the New Testament, by the way. This is the Old Testament. And I’m not saying it’s necessarily right; I’m just saying it’s interesting that it emerged — it self-organized — into this state of being that the Old Testament morality ended up winning in this environment.

Darwin_Tree_1837There’s a footnote to this story that’s really interesting, which is that after Axelrod did this work in the early 1980s, a lot of people thought, “Well, you know, that’s it. The best thing to do is to play ‘tit for tat.’” But it turns out it’s not so simple. Of course nothing is ever so simple. His tournament made a certain unrealistic assumption, which was that everybody had perfect information about what everybody did, that nobody ever misunderstands each other. And that’s a problem, because in real life somebody might cooperate, but because of a misunderstanding you might think that they defected. You might feel insulted by their behavior, even though they were trying to be nice. That happens all the time.

Or, similarly, someone might try to be nice, and they accidentally slip up, and they do something offensive. That happens, too. So you can have errors … watch what happens, if you have two “tit for tat” players playing each other, and everybody is following the Old Testament, but then someone misunderstands someone else, well, then watch what happens. Someone says, “Hey, you just insulted me. Now I have to retaliate.” And then, “Well, now that you’ve retaliated I have to retaliate because I play by the same code.” And now we’re stuck in this vendetta where we’re alternating punishing each other for a very long time — which might remind you of some of the conflicts around the world where one side says, “Well, we’re just getting you back for what you did.” And this can go on for a long time.

But you could say morality came from evolution — it's natural selection, which is all we're talking about here — trying to win at the game of life. If natural selection leads to morality, I think that's pretty interesting. And that came from math!

So in fact what was found in later studies, when they examined prisoner’s dilemma in environments where errors occurred with a certain frequency, is that the population tended to evolve to more generous, more like New Testament strategies that will “turn the other cheek.” And would take a certain amount of unprovoked bad behavior by the opponent ... just in order to avoid getting into these sort of vendettas. So you find the evolution of more gradually more and more generous strategies, which I think is interesting that the Old Testament sort of naturally led to the New Testament in the computer tournament — with no one teaching it to do so.

And finally, this is the ultimately disturbing part, is once the world evolves to place where everybody is playing very “Jesus-like” strategies, that opens the door for the [the player who always defects] to come back. Everyone is so nice — and they take advantage of that.

I mean, the one thing that’s really good about “tit for tat” is that … the player who always defects — he can’t make much progress against “tit for tat.” But it can against the very soft, always cooperating strategies. You end up getting into these extremely long cycles going from all defection to “tit for tat” to always cooperate and back to all defection. Which sort of sounds a lot like some stories you might have heard in history. Countries or civilizations getting softer and softer and then they get taken over by the barbarians.

So anyway, I mean, it’s all just stories. But what I meant when I said “morality is self-organizing” — because it’s an interesting question for history: where does morality come from? And you might say morality came from God — OK, that’s one kind of answer. But you could say morality came from evolution; it's natural selection, which is all we’re talking about here, trying to win at the game of life. If natural selection leads to morality, that’s pretty interesting. And that came from math!

Holodny: So in a painting, for example, a line is something in it of itself but also expresses something else, an approximation of what we see in reality. It seems like math has that as well, with six as a concept, but then you have a measurement of six inches. But measurements are imprecise, so in that way it’s not accurate but rather an approximate reflection of reality. Is there a direction that the math world is moving in here?

Strogatz: Well, this is one of the oldest questions there is. I wouldn’t say that this is a recent development or moving in any direction. This goes very far back.

Holodny: This is like Plato versus Aristotle.

Strogatz: Exactly. This is Plato, man! You know, where do these concepts live? Because for him, there’s the triangle you can draw in the sand, and then there’s the triangle that exists in the world of pure ideas — the Platonic realm, whatever that means. It sounds like nonsense, because there is no such place. Where is that place? Yet, it’s very helpful to imagine that there is such a thing as a perfect equilateral triangle or a perfect circle.

It sort of seems like our math can’t possibly be compatible with reality. Except that it is! And not just compatible, but remarkably powerful.

Take a real number, say, the number pi, which kids always find kind of baffling because they like to start reciting the digits ... It looks kind of random. 3.14592 … So there’s no simple sequence here except that these are the digits of pi. But if I tell you that there are infinitely many digits of pi — it never ends, it never repeats, it goes on with no pattern that we can discern — and that’s what a typical number looks like. That’s a very bizarre abstraction because in the real world, nothing is infinite as far as we know. And what’s so amazing is that we have all kinds of reasoning about such things — going back to Euclid, and Plato, and Pythagoras. We get conclusions, as well as more high-powered things about calculus with the concept of real numbers.

Quantum theory would tell us that there’s only a finite number of particles in the universe. The universe is not thought to be of infinite size. We’re not sure but, you know. So, infinity, I think you can make a pretty good case that there is no infinity in the real world. And yet, even to describe basic numbers like pi, you need to the concept of infinity. And so it sort of seems like our math can’t possibly be compatible with reality. Except that it is! And not just compatible, but remarkably powerful.

It's this spooky thing where you reason about perfect objects, like real numbers or perfect circles or equilateral triangles — we know that they don’t really exist, and yet by pretending that they do exist to a good approximation in the real world, you get predictions that work.

It’s given us the phone that we’re talking on right now. The electricity and magnetism that let people predict that you can do wireless communication, and then turns out you can make gadgets that do it. That came out of studying a subject called vector calculus that Maxwell did in the late 1800s. That prediction of wireless, or rather, the real prediction was that electricity and magnetism together could make a wave that would move at the speed of light that’s an electromagnetic wave is what radio waves are — that was the prediction. No one knew that that was the case; it came out of math. And then it was measured, and it was exactly right.

So it’s this spooky thing where you reason about perfect objects, like real numbers or perfect circles or equilateral triangles — we know that they don’t really exist, and yet by pretending that they do exist to a good approximation in the real world, you get predictions that work.

At least in physics. It’s not as good in biology, and it’s even less good in psychology and economics, as you know well. [Laughs]

Some things are very well described by math and others are still in the future to be better described by math — or maybe in principle they can’t be — we don’t know in some cases. I mean like, it could be that the irrationality of people is just beyond mathematical description and that’s why we have so much trouble in subjects where human beings are the dominant force. But we’ll see. We don’t know. We’re working hard.

Holodny: It’s fascinating how much of a difference there is between physics math and economics math. Econometric models, already at the start, seem to me to be “inaccurate” because they were biased toward a person's opinion.

Linear_regression.svgStrogatz: Yeah, that’s a good point. I mean, what’s the right scientific model for economics? Is it physics? Like some of the early practitioners of economics seem to talk about equilibrium — and you’d see in the old days of Keynesian economics ... people making models with “pressure.” They even built hydraulic computers to try to compute the flows in the economy. They took it very literally as flows of money, except they pretended it was water.

So there was that, but nowadays a lot of people think that biology is the better model for economics.

Holodny: Angus Deaton, who won the 2015 Nobel Prize in economics, is more of a data collector by style, and that’s more similar to biologists who look at the nitty-gritty details of a given population to predict what might happen next. As opposed to just building models, and then wondering why things in the real world don't look like your model.

Strogatz: But also you hear a lot about businesses replacing others through processes of creative destruction. And that there’s an ecosystem of companies and interacting with the government. Also with weather and all kinds of stuff. And there’s a whole complicated, really, ecosystem, and that seems to be the picture — with a lot of Darwinian competition and cooperation.

So maybe it’s true that biology gives us a better analogy than physics. But there are some things — even with biology — that are governed by physics, too. You can’t really escape the laws of nature, meaning, the laws of physics and chemistry. I don’t think it’s an either/or. Those physics and chemistry principles go very deep, reflecting even in the functioning of people, cities, and economies.

Holodny: Let's go in a different direction. Many people say math is boring.

Strogatz: I get the point about why people find math boring or “meaningless.” I have two daughters — one’s in high school and the other just finished middle school — and their teachers are trying to do their best. And they have a lot that they’re supposed to teach according to the curriculum, the standards and all. There’s a rush to teach students what they’re supposed to know. And kids don’t all go at the same pace, so some are left behind, others are bored. And also, often what they’re teaching is often not what any kid would ask.

Math classIf I could say just one, simple thing, that would be it: much of school is about — and I don’t just mean math, but school in general — is about teaching kids the answers to questions they’re not asking. And that’s kind of inherently boring. That is, if you’re stuck at a party and someone is going on telling you something you don’t have any interest in, and you would never ask about that, but they’re just dumping the answers on you — that is the definition of boredom. [Laughs]

So I feel bad about that because the teachers are stuck: They’re supposed to do what they’re doing, but for many people it’s automatically boring, whether it’s history, or English, or math. But math is especially tough because there’s a lot of jargon, a lot of unfamiliar ideas. It’s difficult — it truly is ... People do have to concentrate, and a lot of people don’t like to have to concentrate that hard for that long. There are certain things that are difficult about the subject.

But on the other hand, it is true that a lot of little kids like puzzles. That is, many people do like using their minds to solve logic puzzles or crossword puzzles or brain teasers. And you don’t even have to be very smart to like that. I think a lot of people like that.

I’m kind of arguing against myself. Even though math can be difficult, so what? A lot of things can be difficult. It’s difficult to shoot a basket from 20 feet away, but people like to practice and try to do it. Can’t math be like that too? And the answer is, of course it can. And in the hands of a good teacher, it is like that.

It's difficult to shoot a basket from 20 feet away, but people like to practice and try to do it. Can't math be like that too? And the answer is, of course it can. And in the hands of a good teacher, it is like that.

That teacher could be a parent or an actual teacher. I think we’ve all had good teachers who inspired us to want to learn more math and helped us, and then we’ve also had some not-so-good teachers who started to turn us off. That’s not really different from anything else because in any profession; there are good dentists and bad dentists.

But anyway, I guess as far as what to do about this, you have to hope that bright or creative people go into teaching and are rewarded for doing it … But it does make me feel bad, and of course all mathematicians feel bad, that so many people hate our subject. But it is a common experience, especially in America, to run into people who say, “Oh God — I hated math.” Or, rather, what you frequently hear is “I was pretty good in math until we got to — ” and then you’ll hear decimals, or algebra, or geometry.

Holodny: What does it mean to you when a proof is “elegant” or “beautiful”?

Strogatz: I think elegant proofs or arguments or calculations all have a few features in common, which are that they tend to be concise — it’s hard for something that’s very long-winded to be “elegant” — so they’re snappy and short usually. And they tend to be surprising; there’s some kind of aha moment, you know, like you suddenly understand something but you didn’t see it coming, so there’s this combination of being surprising and yet inevitable that once you see the argument, that you see the proof, you feel like, “Oh that is really clear and obvious, I should’ve thought of that!”

Holodny: Do you think that describing math as beautiful could alienate people who don’t immediately get it?

Strogatz: I worry about this a lot. If you keep talking about how it’s beautiful, people who don’t get the beauty may feel alienated or outside the club. It’s worse. They already feel disempowered, and now it’s like everyone else seems to get it and is enjoying it, and I feel left out. And that is not good, and I am sensitive to that. You’re right, this obsession with the beauty of math, which we hear about is risky, double-edged.

A big part of teaching successfully is to have empathy. That you need to be sensitive to the students who aren't getting it, who don’t see why it's beautiful.

A big part of teaching successfully is to have empathy. That you need to be sensitive to the students who aren’t getting it, who don’t see why it's beautiful. It’s not beautiful to them if they’re not getting it. The only remedy is to either help them get it, or to not keep harping on the beauty.

I have found that, when I ask my kids about when they like math — and, by the way, they don’t always like it; I don’t have two super-math-y children — they can do it, and they like to tease me about how much they hate it, but they don’t really hate it. But when they seem happy with it, it’s usually not because it’s beautiful. I don’t think it would even occur to them to say it’s beautiful. What they like is that it’s satisfying. That is just feels good that it works. It’s satisfying that everything came out right. I don’t know a better word for it than satisfaction: when the puzzle pieces fit, what does it feel like when you’re done with a crossword puzzle or a jigsaw puzzle? You wouldn’t call it beautiful. It’s satisfaction, right? It’s like a relief that, ah, yes, that worked. That’s enough for many kids. You don’t have to insist on “beauty” — which is a kind of a hoity-toity, pretentious thing in some circles.

The other aspect is that there’s competition. Some kids — I want to say especially boys, but I don’t know if that’s correct — but there are definitely some kids that like beating other kids. And math gives them a very black-and-white way to beat them. You know, “I got a better score on this math test than my friend and I like that.” And I have to admit that I felt that way. In seventh and eighth grade, I used to have a couple of friends who beat me in certain things… and I liked if I could beat them in math. [Laughs]

So, you know, we never talk about that when we talk about the popularization of math. It’s a way you can beat someone. But it does give you that — if that’s what you’re looking for. There are competitive people out there.

Holodny: I totally relate to this.

Strogatz: Right, so I think beauty is one of the appealing aspects of math, but so is this — there’s a kind of lack of subjective aspect to it. It can be very objective who solved the problem, who solved more problems, who did them better, simply, who got the higher score. And that’s nice. In the same way that downhill ski racing doesn’t have the same problems as figure skating has — where somebody is just faster. Whereas in figure skating, it depends on who the judges think showed more artistic merit. Some people don’t like it when there are subjective things like art or beauty, and they would prefer pure speed, or I jumped higher, or I ran faster. Math definitely offers opportunities for that.

And actually, speaking of double-edged, that can be a turn-off for people, too. Because they see it as so black and white, they think math is cold or math doesn’t leave room for creativity. But of course that’s false because pretty much everything that human beings do leave room for creativity. And math is no different. An example would be when someone is solving a math problem; there’s usually lots of different right ways to do it. And some will be more creative or more insightful than others. It’s not true when people say that math is just right or wrong. You can have many things that are right, but some are more elegant or more creative or more insightful or illuminating than others.

And that’s what we do at the higher levels of math; we’re trying to be professional mathematicians. We’re looking for proofs or calculations that illuminate, that make us have aha moments or feelings that we now understand something — down to the bottom of it. Rather than some ugly calculation that shows the answer, but we still don’t understand why it works.

Linear_Function_Graph.svgAnother example of the aesthetic side of math is sometimes we’ll find that two seemingly different parts of our subjects are connected. Like, we teach algebra and geometry separately, usually, but there’s a thing called analytic geometry — or just to put it down to earth, when kids in high school learn y = mx+b as the equation for a line, they’re connecting an algebra formula with the y’s and x’s to a geometric idea — the straight line. And then when they solve two equations simultaneously, that corresponds to the geometry of two lines crossing at a point. OK, that seems pretty easy … but human beings didn’t know this until René Descartes and Pierre Fermat figured that out when they invented analytic geometry in the early 1600s.

So it’s not like Pythagoras knew how to do this in 500 BC. I mean, it took 2,000 years for people to figure out this connection between algebra and geometry. That’s kind of cool, too, isn’t it? You can take a kid who’s not so clever and teach them this technique in high school and they can learn to do it — solve simultaneous equations by making graphs of lines and looking where they cross — that defeats the best minds in the world from a few centuries earlier!

Holodny: Which is stunning.

Strogatz: It’s amazing. These methods are so powerful. You can take the smartest people in the world at one time who couldn’t understand and couldn’t think of them, and then fast-forward 2000 years and now anybody can do it.

Liber_abbaci_magliab_f124rYou don’t even need to get as fancy as analytic geometry. Even arithmetic. People in ancient Rome could not really multiply because it’s very hard to multiply Roman numerals. If you can remember them, with the X’s and the V’s and the L’s. If you would try multiplying Roman numerals, it’s quite tough. And so people in the street couldn’t really do arithmetic, and they’d be counting on their fingers and stuff. Now, everybody can do arithmetic, and it’s because in India they invented the concept of zero, which of course had to be invented. It wasn’t there — the idea of nothing. People knew about “nothing,” but they didn’t know that it was a number. That was a big insight: that zero could be regarded as a number and that it would obey the same rules as the other numbers. And then of course negative numbers were invented, too.

So you have all these expansions of the universe of numbers that lead to greater and greater power and then ultimately this decimal system or writing the decimal point and then doing everything with base 10, which we don’t even think about and just take for granted. But that’s what they call Hindu-Arabic numbers. And the decimal system with place value — that came from India — and then through the Islamic world and eventually to Europe. And that was only in the 1200s. That this guy Fibonacci — who we always hear about with the Fibonacci numbers — he was the one who brought the Hindu-Arabic numbers to Europe, in Italy, and helped start the Renaissance. That took a few more hundred years, but still.

So, a lot of these things are kind of recent. We went a long time before arithmetic was common to the average person.

Holodny: What’s your favorite course to teach?

Strogatz: That’s a tricky one for me to answer. I do like them all. I did enjoy very much a course I taught a year ago, and will teach again next year, which is math for liberal-arts students. We call it “Mathematical Explorations,” and the way that it’s pitched is that this requirement that everyone has to take some quantitative reasoning. What you should be imagining here is the kid who really does not want to take math, and who thought, “Oh, God, I thought I was done with this in high school, and now my college is requiring me to take one more math course.” These courses are designed for them. These are kids who don’t take calculus. I mean, anyone who’s doing calculus and is a science major, an economics major, they already passed out of this requirement. This is for everybody else.

What do you do in this course? Well, you could do something really boring — make them learn algebra again, which they didn’t learn the first time. But what we did in the course was, first of all, no lectures. I didn’t come up with this idea. This was developed at a college called Westfield State … “Discovering the Art of Math” is a course where they try to show the connections between math and art. Like dance or sculpture, the visual arts, music, everything. And not just art, but also literature, history … And I buy all this because sure, math is connected to all these things — but they really show it. For instance, if they want to teach the math in dance, they have the students — and I was following their approach — I would have my students get up and do … Well, a lot of kids are sensitive about dancing. So am I. I was a pretty lousy dancer. [Laughs] It’s intimidating when someone says, OK, now we’re going to do dance. What we would do is game where we were standing in front of each other, and I’d put up my left hand and you’re facing me, and you have to look like my mirror image, so you’d put up your right hand. And then I start moving other parts of my body, and you’re supposed to be doing the same as me but in mirror image.

875px Rotation_illustration2.svgWhat are we learning? We’re learning about the concept of symmetry — the idea of a mirror reflection. And then I can do other types of symmetry, like instead of you being my mirror image, you could be me, but rotated 180 degrees … And so we start playing these games with symmetry, like we can add a third person. And so if you’re 180 degrees rotate from me, but then the other person is a mirror image of you, then how is that different person related to me? And so you’re composing symmetries, you’re doing a symmetry of a symmetry. And what that gets to is the beginning of a subject called group theory, which is the study of symmetry that gets used in studying crystals or studying secret codes in cryptography or elementary particle physics. String theory is based on group theory. It’s a really deep subject that we can illustrate by teaching these simple things about kids moving around and dancing.

It’s a really different picture of a class — instead of everyone sitting and taking notes … I honestly think that it’s the first time for many of these students that they’ve ever actually thought about mathematical things. Instead of memorizing or regurgitating on a test, they’re actually thinking and solving problems and asking questions. It also has a whole emotional, psychological side to it, where I ask them to say what’s confusing about this or what’s upsetting about this or what did you like about it? … You might say it’s stupid, this touchy-feely [stuff], but it’s actually important for this population. Because a lot of them have so many hang-ups about math that it’s very validating to hear someone else say that they found it confusing or they were embarrassed that they didn’t understand negative numbers. And that let’s a lot of them kind of let go — and actually open up and start to take a risk and think about these things for the first time.

The other thing is that all mathematicians know that we make mistakes constantly. When we're doing our professional work in research, we're constantly saying stupid things, making mistakes, correcting each other, being embarrassed. Your face gets red. That's normal. I mean, that's why they call it trial and error. You have to take risks, and try things, and make mistakes to make progress.

When we're doing our professional work in research, we're constantly saying stupid things, making mistakes, correcting each other, being embarrassed. Your face gets red. That's normal. I mean, that's why they call it trial and error. You have to take risks, and try things, and make mistakes to make progress.

But so much of school is, "Don’t make any mistakes, get it right." This class, I feel, is a necessary corrective to that to show, that this is a safe place where you can make all the mistakes you want as long as you can learn from them. And it’s fine and it’s actually good because mistakes are very instructive.

There’s a problem with this class, which is that we don’t cover very much. And I’m not teaching any preestablished body of material that we have to get through. You can say, fine, you can get away with this because this is the last [math] class these students are ever going to take — and how much math did they really learn? OK, those are fair questions. But the things that they did learn they learned really well. And more than that, they learned what it actually means to do math, honestly, for the first time.

Because until then, they didn’t know what math was. They were doing something else that’s taught in school that’s not real math. Just like being a trained monkey, honestly. It’s just like, can you do the tricks that you’re supposed to do. I know that’s super-cynical to say, but ... for most people that’s what a lot of their math experience is. “I’m supposed to solve this quadratic equation. OK, I’m going to see if I can factor it, and if I can’t factor it, I’m going to use the quadratic formula. And I have no idea what I’m doing or why I care.” That’s what so many people go through.

Holodny: That’s why they hate math.

Strogatz: That’s why they hate it! No one wants to feel like a trained monkey.

Some of my colleagues are really skeptical. They’re like, "Come on, what did they really learn in this course that they couldn’t do before?" Well, actually they can do quite a bit that they couldn’t do before, such as come up with their own arguments, but also explain them and understand why they’re true.

I feel like they made a lot of progress. A lot of it changed their attitude quite a bit, which is a great thing to see. That they said, “I get why people love math. I never understood that before. And it is fun. And it makes me want to learn more” — which is the best of all.

Holodny: Aside from math, you’re a great writer. How do you see the relationship between math and writing?

Strogatz: Math and writing — well, they feel to me like pretty different enterprises in many ways, but a part of them that feels quite similar is the need for organized thinking. That is, when people say that someone is a good writer, often what they mean is that he or she is a good thinker. Part of good writing is that the organization is good, one idea leads to the next, or a story flows naturally from what came before. The coherence of good writing is like the coherence of a good mathematical argument. You’re not left wondering, why are we doing this now? That there’s a natural flow when things are set up right. And it’s hard to get them that way; that’s what makes it difficult.

But then, as I hear myself saying all of that, about organized thinking in both writing and math, I also realize that they’re both also similar in that you have to make a mess. You don’t start out by doing organized thinking in either writing or math. You first start out by making a big mess in both — at least most people do — because you don’t know where you’re going with it.

To do something creative or very original, you will make a mess, you will break things, you’ll be confused, you’ll be sloppy, you’ll try stuff that turns out to be a dead end. Whether it’s a sentence or a paragraph or a calculation. That is common, I think, to all kinds of creative activities. That you have to be strong enough and brave enough to make a mess and to get stuck and to not give up.

To do something creative or very original, you will make a mess, you will break things, you'll be confused, you'll be sloppy, you'll try stuff that turns out to be a dead end ... You have to be strong enough and brave enough to make a mess and to get stuck and to not give up.

That’s another thing that we don’t teach enough in math — or in writing, probably — that the first draft is supposed to be terrible. Just get a first draft. I have a lot of trouble with this, I would admit. My wife, who’s an artist, said to me that the way I write would be like if I were painting with the smallest brush. Like, I’m painting it all the details, trying to put the commas in the right place, and not thinking enough about the overall structure, the overall architecture of whatever I’m trying to do. And she said, and of course anyone knows this, that you have to paint first with the big brush, get the overall shape, and don’t fill in the details until towards the end. You don’t know where you’re going, how can you possibly do it?

A similar thing with students trying to come up with a proof or derive an equation. They often are trying to do it step by step, and it doesn’t work like that. You have to see the overall picture, which draws on a different part of the brain — intuition, visualization, some daring. And, by the way, social activity. We often mischaracterize math as this isolated and solitary endeavor, and it’s not. A lot of math involves two people or more batting ideas around and arguing, trying to understand each other. It’s social. That also can be messy, but that’s how a lot of creative work is done.

Math and writing do have a lot of overlap in that they require these two facets of creativity. The first is the willingness to make a mess, and then the willingness to clean it up.

Read Steven Strogatz's book, "Joy of X: A Guided Tour of Math, from One to Infinity."

SEE ALSO: Why physicists are fascinated by Vincent van Gogh's episodes of 'psychotic agitation'

Join the conversation about this story »

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09 Jun 16:34

How divisive are Ottawa’s most controversial issues?

by Evan Solomon
09 Jun 16:34

Using email addresses for re-targeting

by Robert Allen

You can do a lot more with your email address list than just email them

Depending on the size of the business you work for, you might have an email list of hundreds, thousands or millions. You already know your email list is valuable because email marketing is one of the most effective channels in terms of ROI. But an email list isn't just for emailing. You can use it for all kinds of clever targeting techniques, to advertise to your customers at the exact moment they may be considering a purchase. Here are some of the options for utilising your email list for targeting ad placement:

Facebook Custom Audiences

Marketers can match their email addresses with those of Facebook and display ads in the main feed and right rail. This is by far the most mature offering, and many companies are doing it already. Facebook will also generate 'look-a-like' audiences for you based on the characteristics of the people in your email address list, so you can target the exact right kind of people for your business.

custom audiences

Twitter

Similar to the above, you can match email address and get ad placement within a person’s Twitter feed. Twitter calls them 'tailored audiences'.

tailored audiences

LiveIntent

LiveIntent allows you to match hashed email addresses with their network of email ad inventory. When a person that you match to both opens an email, you can display your ad in another email program’s message to drive the person to your website or to sign up for the email program again. Rather a smart way to get the most out of your email list.

live intent

Data Management Platform (DMP)

Email addresses can be used to match to cookies and device IDs and stored in a DMP. Once defined, this group can be targeted for addressable display buys across the web.

Google Custom Match

The most recent offering to tie an email address to other channels allows marketers to match their email address with Google’s primary email address for a user (which means that it doesn’t have to be a Gmail address) and connect with that person in Gmail, search and YouTube for inclusion and exclusion.

Google customer match

Conclusion

Don't sit on your email list thinking all you can do with it is send out the odd promotional campaign and newsletter. Customer data is extremely valuable, and the reason why it's so valuable is because it can be utilised for targeting. The average value of an email address is £84.50 according to a study by the Drum. So even if you've only managed to build a list of a few thousand emails, that's still an impressive amount of value. Make sure you make the most of it.

09 Jun 16:33

3 Tips to Shrink Your Long Enterprise Sales Cycle

by Peter Gracey

3 Tips to Shrink Your Long Enterprise Sales Cycle_FI

You can’t overturn a single rock nowadays without some thought-leading salamander slithering out from under to tell you how to shorten your sales cycle and proposing magical elixirs for driving your time to close down to days as opposed to months.

While many of these folks give sound advice, the reality for some of us is that we simply have a long sales cycle. It’s not long because we aren’t good at our jobs; it’s not long because we aren’t in tune with the best ways to close deals. It’s long because our stuff is expensive. Our customers are placing a big bet when they sign that contract, and it takes time to work through how risky that may be for them.

There is a direct correlation between deal size and sales cycle length. Refute it if you can, but you’d be hard pressed to find evidence that supports your argument. The more money you are asking for, the longer it takes to receive it. Now that I’ve sufficiently blown your minds with my mastery of the obvious, let’s focus on some things we can actually do to shrink the sales cycle for larger ticket items.

While enterprise deals consistently take longer to close due to cost, complexity, and competition, you can do a few things to accelerate that close. (This is the point in the blog post where I morph into a thought-leading salamander.)

1. Require a defined attack plan at the enterprise level

Pedigree matters in enterprise sales. You need experience, and failure, in order to excel at selling large ticket deals. That’s a fact.

However, just because you’ve paid those dues doesn’t mean you can freewheel it in terms of how you work deals from an activity standpoint. I’ve made a career in the sales development space by adhering to an activity process. We know the right mix of calls, voicemails, and emails you need to deploy to get a prospect live on the phone within two weeks so that you can disposition that account in or out. In fact, we share some of our voicemail and email expertise in the form of templates that can be located on our blog, Sales Wars. For some reason, the majority of companies allow their enterprise reps to “do their own thing.” No thanks! You’ve spent good money working that lead through a regimented phone and email process to turn it into gold. Your enterprise rep needs to deploy the same level of discipline in their follow-up. Make them have a plan and track that plan in your CRM.

2. Understand the competitive landscape

I’ll illustrate this point by telling you about a challenge that we ran into ourselves. We recently added a SaaS platform to our suite of offerings at Quotafactory. It is very exciting for us, but it has presented many challenges from a sales standpoint. Most notably, we have a whole new bevy of competitors that are already entrenched in our ideal clients.

You see, we didn’t get to the market first. We opted to be late in order to be the best offering. All self-promotion aside, we had to understand our space and try to learn who was using what before we even made a dial. Nothing is more powerful than arming your enterprise level gals and guys with the tech landscape in an account as part of the lead handoff. Find a source you trust and add those data points to your arsenal. Enterprise reps worth their salt will thank you because they’ll have credible intel which will make their conversations easier to tailor to their prospects.

competitive landscape

3. Leverage your references now, not later

I hate how long it takes enterprise reps to leverage a referenceable account. We hold them back like my dad did with a lollipop during my first terrifying haircut. Dad…if you had given me the lolli at the start of the haircut I’d have been focused on that the entire time and probably would not have noticed the stranger taking shears to my head while I was strapped into a chair.

Enterprise reps – don’t be like my dad. Give your prospects the lollipop early. Hook them up with your happy clients after a discovery call. Keeping the momentum in an enterprise sale moving briskly is key to managing the length of the cycle, so why wait to throw the haymaker? Your references have spent the same amount of money as the prospect is considering. They haven’t lost their jobs because of that expenditure. Early reference calls say three things. First, “Other people have spent this money with me and they are willing to speak to you about it,” a very powerful message. Second, “Enough of me selling you, before we get serious why don’t you speak with someone who was recently in your shoes.” Third, “I believe the value for you is obvious and easily provable, and I’m willing to let you check that out on your own. I don’t need to control what you hear.”

Selling large deals is the best. I love the excitement of a big deal, the impact they have on our company, and the closeness the longer sales cycle creates between our customers and my team. I truly enjoy the process.

That being said, you need to get deals closed. Take a look at your own process and see if you can implement any or all of the above to shrink that sales cycle down slightly. Remember, when the deals are big, the sales cycles are longer. The sooner they become a client, the better.

act-on demo video

Shortening sales cycles is often a team effort between marketing and sales. Learn how marketing automation can help you engage your audience across the entire buyer’s journey with automated emails, CRM integrations, powerful reporting and so much more.

09 Jun 16:32

Can You Quantify the ROI of Great Storytelling?

by Justin Lafferty

We’ve reached an enlightened age in content marketing. You’ve likely heard this statement repeated ad nauseum: “Content is king.” But can content and storytelling actually help your company’s bottom line? Absolutely.

76X ROI on a Used Shot Glass

Researchers Rob Walker and Joshua Glenn created SignificantObjects.com as a way to show the value of storytelling. They acquired several random inexpensive knick-knacks from eBay actions — averaging $1.50 per purchase. They had writers create heartfelt stories about these tchotchkes: items such as a butter dish, a porcelain miniature and a mini jar of mayonnaise.

Altogether, the $128.74 investment yielded $3,612.51 when re-sold with the stories. By adding an intriguing story, a simple Missouri shot glass purchased for $1 sold for $76. Here’s part of the tale:

“See that freaky little bird? That’s the state bird, my friend. The Missouri Hunt-and-Pecker. Never heard of ’em? Well, then I guess you’ve never been to Missouri, have you? Maybe passed through, didn’t get out of the car. Or changed planes in the airport, or went up in the Arch once, just to say you’d done it. But that’s not Missouri to me. St. Louis is the gateway, sure, but you want to know Missouri you need to drive a few hours into the corn, you want to visit St. Joseph, up through Maryville — skirt the Iowa border, though Iowa’s a sore point from where I sit. You need to get lost in Missouri or you never really were there in the first place. Even then you won’t be likely to meet the Hunt-and-Pecker unless you circulate a manuscript or two.”

Having an effective storytelling strategy may not always generate quick conversions, but it can illustrate why a consumer should invest in your product instead of a competitor’s. In this case, storytelling added massive return on objects originally valued at a pittance.

Let Your Fans Talk

Coca-Cola openly wants its customers telling its story. The #ShareACoke campaign, where Coca-Cola printed names on its cans and bottles and asked customers to share the story on social media, has been a massive hit.

At one point in summer 2014, Coke saw sales growth greater than 30 percent. According to the American Marketing Association, the campaign drove a 28 percent lift in customers in 2014, compared to the same time frame in 2013.

“Share a Coke gave the brand a new way to do something we’ve done for almost 129 years: connect people… our bottles and cans became a special part of people’s most memorable moments last year,” Jennifer Healan, group director of integrated marketing content for Coca-Cola North America, said in a corporate blog post. “Whether they were hanging out with friends, with their family on vacation or at a wedding, they personalized these moments and made them even more special with Coca-Cola.”

The campaign was so successful that it’s back, now with famous song lyrics.

Coca-Cola didn’t need a superstar or expensive marketing team telling its story — its customers were more than happy to do that for them.

Know the Focus (It’s Not Always You)

Some of the biggest brands in the world have embraced the power of storytelling. Nike’s executives are also known as corporate storytellers, and it shows when you watch any of the athletic giant’s ads.Instead of having athletes such as Kobe Bryant simply model the newest kicks, the players star in what feels like a short film.

This was most apparent this basketball season, when Nike told the story of the retiring Los Angeles Laker embracing his role as villain.

While Nike is prominently featured, the swoosh takes a back seat to Kobe and his band of haters. The ad has been seen more than 6.6 million times on YouTube and more than 11 million times from Nike’s official Facebook pages.

Nike uses its considerable platform to put endorsed athletes and weekend warriors in the spotlight. The story isn’t always about Nike, but the amazing people who wear the products.

This is an important thing to keep in mind when composing a storytelling campaign — putting your brand front and center isn’t the main purpose.

Adapt to the Situation

Proper storytelling — whether that’s generating your own brand story or embracing influencers to sing your praises — is a powerful top-of-funnel awareness tactic. It can generate the levels of engagement for which most companies would pay handsomely.

Take, for instance, the intriguing case of Kohl’s and the Chewbacca Mask Mom. Last month, Texas mom Candace Payne took to Facebook Live to share the joy of her purchase of a realistic Chewbacca mask from Kohl’s. The four-minute video went viral, becoming the most-viewed Facebook Live video ever (154 million views and counting) and earning Payne a visit to Facebook headquarters.

Kohl’s capitalized, surprising Payne with gift cards and sharing her story. A response video by Kohl’s has more than 33 million views on Facebook.

As a result, Kohl’s quickly sold out of the Chewbacca mask online. Kohl’s, which struggled in Q1 this year, received a huge marketing and sales boost simply by contributing to Payne’s feel-good story.

Today’s customers are smarter than ever and can see right through a self-serving advertisement. However, by telling an entertaining story, you can endear yourself to customers and turn fans into influencers.

09 Jun 16:32

5 Sales Hacks To Drive Client Conversion

by Matt Goldman

In the ever changing world of the business marketplace, sales tactics are always forced to adapt. Sales pitches that worked five months ago might now be obsolete because of an advancement one company made that meant everyone else had to catch up.

Sending a pre-written email detailing the benefits of your product might have guaranteed a sale 10 years ago when internet marketing/sales was fairly new, but today, that email could very well wind up in the trash without ever having been read. In an age where automated telephone services are the new norm, calling someone and having an actual conversation can make a lasting impression on a potential client.

While there isn’t any one magical tool to guarantee a sale, there are a number of tactics that can be used collectively to make a conversion highly likely.

1. Knowing the customer’s company

Each of these sales hacks is important, but this tactic can be the most influential in turning a lead into a customer. Nobody wants to feel like just another data point during a sales pitch, and knowing the details of their respective companies can go a long way. That doesn’t mean that name dropping the CEO will get you a sale, but knowing the intricacies of how their company works just might.

According to Salesforce, “82% of sales people are not aligned with the needs of their buyer. If you’re only espousing why you like the product — that value may be completely lost on the buyer. Your sales pitch should be different each time you deliver it. This can’t be emphasized enough. If you come in with the story from only your angle is it any wonder that it doesn’t resonate with your audience?”

While numerous companies are similar in nature, whether they’re selling identical products or services, no two companies are exactly alike. They each have their own successes and failures, different bottlenecks that prevent them from reaching their potential, and ways to capitalize on unique aspects of their brand. As such, they should be treated differently, which should be accomplished by conducting thorough research.

2. Don’t be too formulaic in your sales pitch

Having a sales script, or a general outline is nice, but it’s not hard for someone on the receiving end to know when they’re not having a real conversation. A good sales pitch is a lot like a conversation, rather than having a list of predetermined questions and answers.

In 2011, Heinz Marketing posted a blog addressing the issue with sales scripts.

“Good salespeople don’t work from scripts, because they know that they simply don’t work. If you’re reading from a script, you’re not listening. If you’re using a script, you’re not customizing the pitch to what your prospect cares about. If you’re using a script all day long, you’ve already made the assumption that every prospect is exactly alike.”

This goes hand in hand with knowing the customer’s company before the call begins. While you may not be using a script in the way that telemarketers do, after pitching the same product numerous times, you can slip into a pattern that addresses the same five bullet point, and uses the same closing sentence; and unfortunately that doesn’t work.

3. Free stuff

Everybody loves free stuff. Whether it’s a free trial to Netflix, free tickets to a baseball game, or a free sandwich from your local deli, having to pay a grand total of nothing for something of value is always appreciated; and while you can’t give away your product completely for free, you can give away more detailed pieces of information than are readily available to the public.

As Digitalux phrases it, “everyday more and more people are using search engines and social media to search for content and socialize on the web. In order for your business to succeed, you need to drive these people to your website.”

The context of this quote was in relation to content marketing, and while that’s not exactly the same as sales, the general principle remains the same. Any potential customer can do a Google search and read the mission statement of your company and the reviews of the product you’re selling, but without full access, there’s only so much they can find out.

Selling something is essentially like a job interview; they’re going to want to know exactly how and why the product they’re buying into is going to help. The Office isn’t generally a great source for business information, but an exchange between Will Arnett and John Krasinski perfectly illustrates the point of offering up as much information as possible.

Krasinski: “Your paper experience is very interesting, do you think you could use that experience to inform decisions here?”

Arnett: “Absolutely, yes. In fact, I actually have a three step plan that I believe could effectively double your profits.”

Krasinski: “Really? What is it?”

Arnett: “Nice try.”

Arnett’s character goes on to say that he won’t give them the full plan until he’s hired, because as he points out, they could simply steal his plan after the interview is over, and not hire him. That logic is sound, at least in a very elementary way.

We of course know that his logic doesn’t make any sense in the real world, as nobody in their right mind would hire someone without being sure that they could handle their new responsibilities; and this holds true for someone in the market of buying a product.

If a customer is searching for ways to improve their company, regardless of how they want to do that, they’re going to look at multiple services. If one company offers a more detailed view into how their product is going to increase productivity, that’s likely going to be the winner.

4. Know the reputation of your product and your company

No matter where you work, there are likely going to be some negative reviews of the company. Yelp’s practice of “shady pay-for-play” is well documented, and it would be disingenuous for an employee to completely dismiss those allegations. That doesn’t mean if a customer calls and asks about it that they should respond with a complete affirmation of Yelp’s wrong doings, but rather, that they shouldn’t skirt around the issue.

With an internet connection and a computer, the average person has an abundance of information at their fingertips. They can access ratings systems, editorial pieces expounding on the failures of certain business practices, and countless details about various companies.

Essentially, there’s no reason to try and avoid something negative that’s been said about your company. Instead of trying to deflect attention from that subject, address it head on. Have a response ready before the question is asked. Let the customer know how the problem is being fixed, what lead to the breakdown, and why it won’t happen again.

By doing so, you’ll let the client know that they can purchase your product without the shortcomings of its earlier iterations. More importantly however, it will also show that they can trust you, the salesperson. At one time or another, we’ve all been in a situation where we wanted to buy something, but didn’t feel comfortable in the environment that it was presented in, and walked away. While there may be some lingering feelings of disappointment over not leaving with the product you had your sights set on, nobody ever regrets walking away from something that makes them feel uncomfortable; and if a potential client doesn’t trust you, why should they buy your product?

5. Make your customers part of your sales force

This is something that the NBA understands perfectly. While the NHL, MLB, and NFL all fight to get unlicensed video clips (gifs, Vines, Snapchat) off social media sites, the NBA has embraced them; and by doing so, they’ve effectively turned every fan with an internet connection into a marketer for their product.

By allowing these videos to circulate the internet endlessly, the NBA is making it extraordinarily easy to connect with their content. While selling a phone integration system isn’t the same thing as trying to get people to buy tickets to elite athletes shooting a ball into a hoop, the ideas behind them are.

In an interview with Salmon Khan, Elon Musk explained how PayPal ultimately grew its user base.

Khan: “And how did it start. How did people just even know to use it? I mean, obviously, both buyer and seller have to be involved.”

Musk: “Yea. Well, we started off first by offering people $20 if they opened an account. And $20 if they referred anyone. And then we dropped it to $10. And we dropped it to $5. As the network got bigger and bigger, the value of the network itself exceeded any sort of carrot that we could offer…

And then we did a bunch of things to decrease the friction. It’s just like bacteria in a Petri dish. So what you want to do is try to have one customer generate like two customers. OK? Or something like that. Maybe three customers, ideally. And then you want that to happen really fast. And you could probably model it just like bacteria growth in a Petri dish. And then it’ll just expand very quickly until it hits the side of the Petri dish and then it slows down.”

Salespeople can only accomplish so much during the day, regardless of how productive they might be. If each call takes ten minutes, and you don’t take a lunch break for the eight hours you’re in the office, you can reach 48 people in a given work day. However if there’s an incentive for clients to try and push your service to other companies that might be interested, you’ve successfully turned one conversion into a chain of multiple conversions that can continue without your involvement.

09 Jun 16:32

How to Generate More Engagement (Without Creating More Content)

by Victoria Hoffman

06.02.16OldContentEvergreen-Feature_0.png

Ever feel like your content team is stuck in creation mode? You know – as soon as you finish one blog post or eBook, you’re onto the next one, giving little thought to extending the lifespan of the piece of content you just finished.

The quality vs. quantity content debate is ongoing. On the quantity side, it’s important to create a steady stream of fresh content to remain topical, engage subscribers, and increase inbound traffic.

On the quality side, your content will only be valuable enough to generate engagement, subscribers, backlinks, leads, etc. if it exceeds a certain standard.

In other words, if the quality of your content is suffering for the sake of quantity, you have a problem. It might be time to give your editorial calendar a break and focus on getting more value out of the content you already have.

Here are a few ideas for how to generate engagement without having to create more content.

Think Evergreen

If you’re in an industry where it makes sense for your brand to cover highly topical content, don’t stop on my account. However, if your audience will find more value from evergreen content topics – content with a longer shelf life – plan them carefully.

Build a finite list of evergreen topics for each persona, and create 10X content around each key topic (this is also a great practice for SEO purposes). Consider things that could easily go out of date, including:

  • Stats – Stats are important to prove any point or demonstrate industry trends. Make sure that any stats you include are from a recent, credible source so they don’t date your content (and compromise your own content’s credibility).
  • Trends – Remember frosted tips? Some trends never turn into a best practice (nor should they). Be critical when writing about trends, and if you’re unsure, consult an industry expert.
  • Product – Your product will evolve over the years. Keep this in mind if you include screenshots or talk specifically about features and capabilities. Talk to your product manager about providing a product roadmap, and keep track of where you include screenshots so you can easily update them.

Thinking evergreen will make it much easier to execute a content strategy that’s focused on longevity. However, even the most evergreen of evergreen content topics will need to be updated eventually, which brings us to our next point…

Regularly Implement Historical Optimization

Historical optimization is exactly what it sounds like: optimizing “old” content so it’s as good as new. The optimization process involves analyzing your content to determine which old pieces are top performers, editing and updating them, and then re-publishing them as part of your content schedule.

This has a number of benefits:

  • It ensures all content in your resource center is fresh and up-to-date
  • It can improve your content’s performance
  • It’s easy to scale when implemented as part of your regular publishing schedule

HubSpot has a great guide on historical optimization – check it out here.

Syndicate, Re-publish, and Re-promote

Once you have a content strategy that’s designed for longevity (i.e., you’re focusing on publishing a certain amount of evergreen content and you’re performing regular historical optimization), it’s time to start reviving your content via promotion.

Re-promote your content on all of your regular promotional channels – social media, email, etc.. Schedule it to be featured at the top of your resource center to improve discoverability. Encourage your entire team to share it on social again.

If it fits your audience, take advantage of syndication and republishing channels like LinkedIn Publishing, Business2Community, and Social Media Today (which allow for your content to be republished with a canonical URL, thus avoiding any duplicate content issues).

New platforms mean new audience exposure, which is necessary to prolonging your content’s lifespan and generating more engagement.

Don’t Be Afraid to Give Your Editorial Calendar a Break

You work hard and pour tons of time and money into the content you create. Make sure it’s bringing in positive ROI!

Give your editorial calendar a break (if only for a few days) and focus on getting more value out of your “old” content. It doesn’t deserve to collect dust in the depths of your resource center – bring it out and let it shine.

 

09 Jun 16:24

The Hottest Landing Page Trends of 2016 So Far

by Jordan Lore

The Hottest Landing Page Trends of 2016 So Far

As of writing this we’re halfway into 2016 — congratulations for making it this far! If you haven’t already been deported by Donald Trump, killed by a new super virus, or shamed on the internet, I’d say you’re winning.

As you may know, we here at Wishpond eat, sleep, and dream landing pages.

We’re always in a mad rush to bring the hottest technologies and trends to our landing page builder and lead generation tools to maximize the ROI our users get from their marketing. The more value you’re able to provide to your landing page visitors the higher conversions you’ll see.

Since we spend countless hours staring at, building, and optimizing landing pages we thought it would be cool to tell you about the hottest landing page trends we’ve seen in 2016 so far.

Landing Page Videos

The impact a video has on the conversion rate of your landing page could be huge. A video explaining your product is the next best thing to having the product directly in your consumer’s hand.

Videos are effective on landing pages for a few reasons:

  • People are inherently lazy. Watching a video is easier than reading a long description. A landing page video will save the viewer time and provide an added element of entertainment.
  • They’re entertaining. People have been watching TV for ages for a reason and this makes it a comfortable format to consume.
  • High quality production raises the credibility and legitimacy of your company. Nothing compares to a well produced video when it comes to building confidence in your consumers.

Let’s not forget that videos can also be displayed in other formats. Many business now use video backgrounds on their landing pages that play automatically upon entry.

SquareSpace is known for their beautiful website templates and the landing pages they use are the same. They’ve created a video background for their landing page to show off their easy-to-use website builder as soon as you land.

The Hottest Landing Page Trends of 2016 So Far

Airbnb shows off their flair for design and community building with a background landing page video.
The Hottest Landing Page Trends of 2016 So Far

Free Tools on your Landing Page

Having a free tool on your landing page for visitors to instantly test a small portion of your software is a hot trend for companies that deal in software. It gets your visitor’s foot in the door and helps them to clearly understand your business and the value of engaging with you.

CoSchedule, a scheduling tool for content marketers, has a free tool that lets creators test their headlines for effectiveness. The free headline tester tool attracts their target audience — content marketers — and prompts them to upgrade to a paid plan to take action on their headlines.

The Hottest Landing Page Trends of 2016 So Far

BuzzSumo, everyone’s favorite content discovery tool, allows visitors to perform free content searches but locks out list items beyond the top five as well as the advanced features unless you’re a paid user.

The Hottest Landing Page Trends of 2016 So Far

Landing Page Popups

There is no debating the effectiveness of popups in the modern age of the web.

Agreed. But why are they so effective?

Now that many web users have become accustomed to browsing online, we’ve developed what is called “banner blindness”.

Banner blindness describes the fact that we now, totally subconsciously, ignore the advertising and calls to action placed around the content we read. We’re bombarded with ads all day so we’ve developed the tendency to ignore everything that’s not immediately important to us.

To fight banner blindness and the new desensitized nature of users we have popups.

Popups are so effective because they demand the attention of your visitors. Whether it’s to claim an offer or to close the popup window, popups force visitors to act in some way — snapping them out of their tunnel vision.

Jeff Bullas has a visually effective entry popup, also known as a welcome mat, that visitors are presented with right when they land on his blog. He offers up a free ebook filled with tactics and tips to grow your web traffic. This welcome mat allows him to present his demonstrated value right away (5 million visitors a year) and collect emails for his email list.

The Hottest Landing Page Trends of 2016 So Far

Popular global menswear retailer, Frank & Oak, employs an entry popup to let their visitors know of any current sales and promotions. This is effective because provides immediate value to visitors before they begin their shopping experience.

The Hottest Landing Page Trends of 2016 So Far

Interactive Design

Websites and landing pages are no longer ugly Frankenstein-like entities built with basic html and styling. They’re now fully interactive experiences meant to take visitors on a journey through a brand’s story.

A basic or poorly designed site is increasingly a sign of a brand which doesn’t care. It leads to high bounce rates and poor user experiences, not to mention penalization from Google. Modern web users value fast response time, appealing design, and refined functionality on the websites they visit.

Freelance designer James Barnard observes: “Users are far more web-savvy than marketers tend to give them credit for. It’s a given that a landing page should be well designed, meaning that poorly crafted sites stick out like a sore thumb.” If good design is assumed and users are wise to the standard trend of big and bold call to actions, “then we have to appeal to them at an emotional level.

We’ve seen that web users make decisions based on their current mood, so the more your landing page can do to get a visitor into the right mood, the more conversions you’ll see.

BEOPLAY, the portable speaker by Bang & Olufsen, uses a completely interactive product landing page with moving parts and incredible imagery to present their new speaker.

The BEOPLAY website takes visitors on a visual journey to explain the form and functionality of their new speaker. Bang & Olufsen, a brand known for their eye catching design and flair for the minimalistic, aims to create a landing page experience akin to the portable speaker they so excellently designed.

The Hottest Landing Page Trends of 2016 So Far

It’s now commonplace for brands to create unique buyer experiences from discovery to checkout so that their customers are fully invested in their purchasing journey.

Thank You Page Optimization

After visitors have converted on your landing page they should be presented with a Thank You page outlining the next step in your sales process. Thank You page optimization is an often overlooked opportunity to further your relationship with visitors.

Your Thank You page has huge potential for your visitors to…

  • Gather more information on your audience
  • Share your website/product/service with their friends and family
  • Increase your sales with upsells and conversion prompts
  • Gather customer service feedback

Social Media Examiner optimizes their Thank You page for further conversions by:

  • Having a video that explains how to allow their emails to reach your inbox and avoid spam filters
  • Suggesting other content they produce, like their podcast
  • Having calls to action to share their website with your friends
  • Having links to blog posts you might be interested in

The Hottest Landing Page Trends of 2016 So Far

Wrapping Up

As the web continues to evolve and become a more complex system of communication, user behavior will change as well.

The smarter and more aware users become, the more they will be skeptical of what is presented to them online.

The fact is, most of the online population are impulse shoppers (I can’t tell you how many useless things I’ve bought late night on Amazon). The more you can do to keep your landing page looking up to date, clear, well-designed, and engaging, the more your visitors will convert.

Experiment with these six hot trends today and bring your landing pages into (the second half of) 2016.

Have you been noticing these trends on landing pages?

Are we missing any that you’ve seen this year?

Vote for your favorite landing page trend and let us know your thoughts below!

Ready to start generating new leads for your business? Check out all of Wishpond’s marketing tools with a 14-day free trial today.

09 Jun 16:24

8 Important Steps To Engage Prospects And Close Sales On LinkedIn

by Danny Wong

While LinkedIn may not have quite as large of a user base as its social cousins Facebook and Twitter, it continues to grow in popularity around the world and boasts a highly-engaged core of power users. As B2B sales opportunities increase exponentially on the platform, creative sales professionals are discovering new and unique ways they can use the inherent qualities of LinkedIn to the advantage of their company and their customers.

What was once seen as a tool for job seekers to ply their connections for opportunities has become an important part of any successful sales rep’s toolbox. Social selling has moved beyond a niche concept, and many B2B buyers actively welcome and anticipate communication with their sales rep on LinkedIn. Sales professionals who know how to use it wisely have found LinkedIn to be integral to identifying qualified prospects, understanding a client’s specific needs, staying engaged with previous customers, and even closing deals.

1. Be social

LinkedIn is a social media site after all. It sounds counterintuitive to some, but not every interaction you have with a prospect or customer on LinkedIn has to be about business. If you haven’t touched base with them in a while, reach out and start a friendly conversation that is unrelated to any sales activity. You may eventually discover that they or someone they know has a need for your product.

2. Refrain from sending a sales pitch immediately after a connection

If this is your first communication with a prospect after connecting with them you should never begin with a sales pitch. What you view as getting down to business and trying to solve their problem, they may interpret as too forward. Instead, use your new connection as an opportunity to learn more about your potential client and their company.

3. Share valuable information

Once you have established a digital relationship with your contact you can begin to look for opportunities to nurture this relationship. One successful strategy for accomplishing this is to be on the lookout for articles and resources that are relevant to their company, job or interests. People almost always appreciate when someone shares valuable content with them, as it is a reminder that they haven’t been forgotten and that the sender understands something about their interests. LinkedIn allows sales reps to act as de facto content marketers. Just as with formal marketing, it is important to remember that sharing content with no perceived value amounts to little more than noise in the recipient’s feed.

4. Connect your client to your coworkers

If there are still sales reps who are wary over sharing connections with their coworkers over a fear of lost commissions they need to get over their fear quickly. LinkedIn offers opportunities for collaborative sales through premium tools such as TeamLink, which allows an entire team of reps to support each other and the client through the power of shared connections. Larger, more robust networks are good for everyone involved, and they often yield unexpected benefits in the future.

5. Pay attention to job turnover

One of the most significant factors in B2B sales is knowing exactly when your customer is most likely to pull the trigger. For many organizations, one of the prime buying times is when there has been a recent change in management and the new leader is looking to make their mark on the division by incorporating innovative solutions. They may also have been handed a clean budget for their tenure in anticipation of making changes. Savvy salespeople are using LinkedIn’s job change alerts to monitor vacancies and promotions for companies that might be a good fit for their product.

6. Invite your customer to participate in groups and forums

Clients appreciate when salespeople make an effort to demonstrate that they are interested in their company’s future, and that they are eager to help them find optimal solutions to their problems. LinkedIn groups and forums are a great resource for connecting with like-minded individuals, and sharing knowledge and best practices that will benefit everyone. Groups can also be useful for promoting various events and conferences that you feel will be valuable to your client or prospect.

7. Request referrals whenever possible

There is no shortage of research that points to the power of referrals when it comes to closing leads, so why not use every available opportunity to seek them out? Many sales reps are afraid that directly asking for a referral breaches some sort of social barrier, but in reality most customers will be happy to oblige as long as they were satisfied with their experience.

8. Use your profile as a competitive advantage

While brand identity holds enormous power for a company, a LinkedIn profile holds the same for you, the salesperson. B2B buyers on LinkedIn are looking for experts in a particular field who can become an asset to their company, so adorn your profile accordingly. Ideally it should demonstrate that you have a detailed knowledge of the problems you are helping your customers solve, and that you are the person to contact if they are looking for a fresh perspective.

09 Jun 16:24

A Step-By-Step Blueprint to Amplify the Success of Customer Referrals

by Danny Wong

When you deliver exceptional service to your customers, many become willing to recommend you to peers in their network. However, some salespeople never take full advantage of the opportunity.

If your referrals never budge from the top of the funnel or die on the vine, it may be because of a less-than-stellar plan to build a valuable connection and guide them seamlessly through the sales process. After all, referrals have a unique decision making journey compared to regular, independently acquired leads.

Here is your step-by-step blueprint to amplify the success of customer referrals, and see them turn into happy, long-term clients.

First, acknowledge your success

Many sales organizations do not prioritize referrals. Either they do not have a plan for asking for them, or they do not provide the level of support needed to build raving fans who feel comfortable referring others. So, when you do manage to earn a customer’s trust enough to receive a referral, congratulate yourself on this achievement.

Now, let’s get to work on the rest of the blueprint. Before you grab the phone to talk to the referral, answer some internal questions about how you do business.

Identify what has worked in the past

Before you contact a single referral, explore why your customers thrive thanks to your product or service.

Why do they love you? Why do they continue to do business with you? What do you give them they can’t get from your competitors?

Don’t just guess. Send out customer surveys, and consistently talk with your seasoned clients so you understand your company’s core strengths and value propositions.

Pinpoint your ideal client’s key characteristics

It is difficult to not want every potential lead to turn into a client, but sometimes, it is not meant to be. Avoid trying to fit a square peg in a round hole by painting a complete picture of what your targeted client looks like, from the size of business to the type of industry, to what they look for in a vendor. Knowing your buyer puts you miles ahead of whether or not a referral is worth expending a bunch of effort.

Connect in a timely, respectful manner

It is vital to treat each referral as you would the client who led you to them. Email them promptly, or ask your client to offer up an introduction. Either way, remember to speak about the person who referred them in glowing terms, and continue to build on your mutual connection throughout the sales cycle.

Explain how your company can fill a need

“Ok, so you know, Joe. So what?”

The connection only goes so far if you are unable to show your prospect why she should part with her hard-earned money. Lay out how your product or service helped Joe’s business grow, and how it can help your buyer either solve a pain point or save time or money. By showing your potential customer you understand their business and needs, you can begin building a relationship independent of the referrer.

Bring other team members into the fold

Once you have established a connection with the referred lead, ask members of the support team, or other team members, to connect with him or her. If the lead agrees to a demo, take them with you to lay out their part in client onboarding and service. Remember, your prospect will be working with several of your colleagues once he completes the purchase and turns into an account. Make your buyer feel comfortable by introducing him to the future members of his account team.

Demonstrate your competitive advantage

Chances are that your buyer already works with a vendor that supplies the same basic product or service you offer. Why should they switch to you? There are a variety of ways you can prove you are the best choice, from sharing helpful content, to being responsive, to approaching them in a consultative manner rather than being a pushy salesperson. This step takes advanced planning and a strategic focus. Gather proof of your superior service, easier shipping options or more robust technology offerings, and drive those home in documented pieces of information. Periodically throw in how much the person who referred them likes particular features, and how it makes a meaningful impact on their business.

Building and managing a successful customer referral program is one of the strongest ways to increase your sales funnel, open accounts and build revenue for your business. Receiving referrals is just one small, beginning piece of the puzzle. You must have a plan in place to treat referrals differently and move them through the sales cycle in a distinctly focused manner. This blueprint is essential toward making your referral program a rousing success, and adding more money in your pocket.

09 Jun 16:24

Salespeople, You All Look The Same

by Drew Koloski

If you caught Silicon Valley on HBO a few weeks ago (spoiler alert), as soon as Gilfoyle (a software developer) half-heartedly quit, he updated his LinkedIn Status and was instantaneously bombarded with phone calls and showered with gifts from recruiters. I laughed out loud, because while that is mostly an exaggeration, recruiters will pounce on developers the second they sense one little thing is throwing them off at their current job.

Salespeople You All Look The Same

Have you ever wondered why top developers are so much more discoverable to recruiters than top salespeople? Naturally with the skills gap debate front and center these days, you may attribute it to supply and demand, right? Well that is certainly part of it, but I think it has more to do with data and information… let me explain.

Before starting Upsider.co, I had spent most of my career building recruiting teams at startups and tech companies. Most of the time, the pressure was on and the majority of my team’s time was spent recruiting great developers. One of the things that makes sourcing and recruiting developers less of a headache than salespeople is you can actually start to find and identify data information about them before you make contact. You can dive in to find interesting bits of information about who is talented, their fit in your environment, the right niche skill sets and even how long it would take them to ramp up.

The reason you can uncover this information is due to the amount of data available on the social web. It’s pretty easy to find out what languages they code. It’s common to find a blog post with some interesting side projects, maybe one similar to what the team is building. There may be open-source projects with code on Github, you can grab one of your engineering leads to take a look. In fact, there are actually software platforms like Talent Bin and Entelo that aggregate all of this information automagically, and will send alerts too!

All of these data points start to connect to a story, which the recruiter can use in outreach to an engineer (unfortunately, not all recruiters take the time to research, which could be a whole other post). My point is, this data helps recruiters start to understand who is who. It helps them predict how the engineer may perform in their company’s development environment. There are indicators out there. Hiring teams can start to sense what separates one developer from another. Because they can start to think about them as individuals, recruiters can find the right narrative and spend more time convincing the developers that they are the right fit to sign up. The end result drives up demand for top developers with key skill sets, and they are rewarded for it.

The main differentiator when comparing recruiting top developers to recruiting top salespeople is the amount of data and indicators available to us when we search. Sadly, most sales candidates look the same on paper — there is no way to tell who is a top performer, who digs up 90% of their own leads, who has a similar sales cycle, strong team ranking, excellent win rate, etc. There is nothing available online to let recruiters know they want to spend their time courting you instead of every other salesperson on LinkedIn. Take a look at this image of four account executives’ LinkedIn Profiles, they all work for the same company:

Salespeople You All Look The Same

I happen to have the numbers on these four salespeople, and one of them outsells the other three… combined! Yet, there is no way of recruiters knowing. What happens as a result is, “I noticed your excellent background in sales and….blah blah” aka — the same shitty recruiter-spam for everyone! Recruiters literally have to reach out to each and every salesperson at every company they are targeting with what is typically the same message.

This is a ton of painful work for recruiters, it sucks for salespeople, and it leads to a grossly inefficient recruiting life-cycle. It’s also a big contributor to a huge problem — the churn sales teams see every year. Here are a few charts from the always on point Bridge Group’s B2B SaaS Sales Survey in 2015 that highlight the churn problem:

According to Bridge Group — Average annual attrition for Sales is at 34%.

According to Bridge Group — Average annual attrition for Sales is at 34%.

 

Salespeople You All Look The Same

12% over 55% attrition for sales — Yikes!

Having the opportunity to recruit both developers and salespeople has given me perspective on this problem, and I think there are opportunities to fix it. While it’s tough at the sourcing stage of the talent life-cycle, it can start at the interview / evaluation stage. Companies and salespeople can do more to start their conversations and interviews with data. Salespeople can come prepared to interviews ready to openly discuss performance. Interviewers and hiring teams can reduce churn problem by focusing interview questions and selection criteria on historical metrics.

Currently, salespeople are taking jobs based on time pressure and a false promise on the back end of a comp plan. On the other end, employers feel rushed and cannot always put the time and effort into the interview process and candidate experience. When we enrich the conversation with data – we are more transparent and everyone slows down and makes better decisions. Together with data, we can start to see more focus on fit, which is a step in the right direction.

If you’d like a free demo of the Upsider platform to learn how we are using data to help connect high performing salespeople and sales hiring teams, please visit our website: www.upsider.co

09 Jun 16:23

Why Gated Content and Lead Forms Are Killing Sales

by Jess Ostroff

Dave Gerhardt - InstagramFree Content For All

Imagine a world where all marketing content was free… nobody had to fill out long lead sheets and gates to content were a thing of the past.

Does that make your skin crawl? Give you a tight feeling in your chest? Have you already pushed back on the idea based on the fact that it’s simply just not done?

Dave is here to crash a Drift wrecking ball right through your notions of traditional marketing. Drift has truly turned the process upside down by making all of their content free and accessible to all. You can still subscribe to their blog, but even those leads are not immediately put into a sales funnel. Instead, they go into a workflow of human interaction where they receive a handful of well-thought out emails from Dave related to content that spurs them to sign up for Drift.

Then, and only then, will a no-pressure sales process start based on what has now become a Product Qualified Lead (PQL).

Still not wholly convinced that this is a workable approach to marketing? Well we’ll just say this… their announcement post about no more gated content and lead forms generated more email subscribers than any post they have ever published in the history of Drift. Sounds like it’s off to a great start already!

In This Episode

  • How gated content leads to lost sales from the modern consumer
  • Why succeeding in marketing means remembering what it’s like to be a consumer
  • How simplifying metrics leads to clearer and more obtainable marketing goals
  • Why using product qualified leads (as opposed to the standard MQLs) means more organic growth
  • How a change in email tone and appearance can lead to more appealing content on a human level

 

Quotes From This Episode

“Customers aren’t sold things anymore. They buy.” —@davegerhardt

Marketing has lost its way and started treating people like leads instead of people.” —@davegerhardt (highlight to tweet)

“The way we buy things as consumers is we don’t like to talk to anybody. We want to do all the research, figure out all the information on our own, and then when we’re ready, raise our hand and make a decision.” —@davegerhardt

“There is a huge opportunity for brands to actually create things that people want.” —@davegerhardt

“We didn’t want to be another person blasting out emails.” —@davegerhardt

“Joining a list doesn’t trigger a sales action. It triggers a workflow. You’re not getting nurtured, you’re not getting put into some funnel that goes to a sales rep… Our goal is to get you on our list and then hopefully we do enough good things from a marketing perspective that you want to sign up for Drift.” —@davegerhardt

“It’s better to be understood than to be absolutely perfectly grammatically correct.” —@davegerhardt (highlight to tweet)

Resources

 

What did you want to be when you grew up?

As a kid, Dave wanted nothing more than to be an NBA player when he grew up. Sadly, once he didn’t grow past 5’8″, he had to find a Plan B. Since he played sports his whole life, he always thought he would grow up to be a career athlete in some form right up until college. Then he made a hard right for marketing at a software company and hasn’t looked back.

09 Jun 16:23

B2B Marketing Leader Publishes New White Paper on Navigating the Marketing Automation Minefield

by admin

Marketing Automation is a Crowded Field; Fusion Marketing Partners Offers
B2B Companies Criteria for Picking and Implementing the Right Technology

marketing automation whitepaper

COLORADO SPRINGS, Colo. – (June 9, 2016) – A large percentage of companies fail to employ the full potential of their marketing automation systems, leading to lost revenue, resource drain and wasted time. To improve the chances for companies to achieve success, Fusion Marketing Partners (FMP) has published a new white paper: Navigating the B2B Marketing Automation Minefield: How to Select the Right Technology to Solve the Right Problem at the Right Time.

This complimentary white paper draws on FMP’s decades of B2B marketing and technology experience combined with anecdotal data gathered from client engagements. Readers will learn about:

 

  • Why so many marketing automation implementations fail
  • How the right processes should always drive technology selection
  • The key usability characteristics that will impact success
  • Which core marketing automation features should be evaluated
  • The importance of integration with existing solutions like CRM

“Marketing automation is an important part of an organization’s lead-to-revenue model. The wrong choices can impact, revenue and sales effectiveness,” said Christopher Ryan, CEO and founder of Fusion Marketing Partners. “In this paper, we offer some proven and tactical ways to either select the right technology for those who don’t have a solution or optimize results for those companies that already have a marketing automation system.”

About Fusion Marketing Partners

Fusion Marketing Partners (FMP) is a B2B marketing outsource provider that specializes in helping companies turn around their stalled or underperforming marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally. The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants. To find out more, visit: Fusion Marketing Partners.

# # #

For more information please contact:
Nate Warren
720.244.4734
nwarren@fusionmarketingpartners.com

09 Jun 16:23

21 Killer Out-Of-The-Box Sales Tips to End Deal Drought

by Dan Sincavage

To navigate the world of sales, you’ve got to be flexible. Time-tested techniques aren’t so tested anymore when the person applying them doesn’t account for the context. And when it comes to context, the business landscape has changed drastically in the last decade or so. Of course, this is not to say that these time-tested gems are useless now but the difference is, these days, you’re required to recognize the nature of challenges and be open to new ways of approaching situations.

In this post, we gathered 21 out-of-the-box tips from sales coaches, business leaders, influencers and thought leaders from all over on how to deal with the different challenges that sales professionals face on the daily.

Focus on the second sale

Set your eyes on the referral potential of your prospects and near-close deals. For many companies, the bulk of their business come from retained clients and referrals. How much? Almost 80% of new business growth are generated from 20% of clients. Why? Prospects who found your company through a colleague, friend or associate have a higher chance of actually purchasing. Same applies to those who have friends who vouch for you.

Brian Tracy, a world-renowned entrepreneur and success expert, shared, “Everything you do must be aimed at the second sale. Ask yourself: Will this be such a satisfactory experience that my customer will buy from me again or tell his friends?”

Work hard on each customer. They’re worth more than their contract size.

Write down objections

When at a face-to-face presentation for a prospect, you need to play your strongest cards. You’re genuinely interested in what they have to say–but how do you show it? Write it down. When they object or ask questions about your product that you don’t have a quick, solid, and sure answer to, note it down.

This gives you time to think as well. Of course, answer their questions and objections by putting forth benefits that are closest to or mimic their eventual use case.

Ultimately, Shari Posey, president of Executive Insights in Long Beach, CA, shares, “A successful sales presentation starts with careful preparation and ends with guaranteeing customer satisfaction.”

Flex your empathy muscle: Use “feel, felt, found”

When a prospect shoots you with a strong objection, don’t recoil. And, definitely, don’t retort. Keep your calm and show empathy by using feel, felt, found in your response.

Here’s what Barry Farber told Entrepreneur: “Don’t argue when a prospect says, “I’m not interested,” “I just bought one,” or “I don’t have time right now.” Simply say, “I understand how you feel. A lot of my present customers felt the same way. But when they found out how much time they saved by using our product, they were amazed.” Then ask for an appointment.

Just need them to sign? Pass the pen

You don’t want to let an ounce of doubt seep in when you’re at the end of a very complex sale. Amy Walker, a top sales consultant, shares a tip useful when you’re in the homestretch of closing a deal. “You hold the pen for the entire conversation. Then when it is time for you to get them to sign, instead of handing them the pen, set it on top of the paper in front of them. They sign at a much higher rate than if you hand them the pen directly.”

Stay out of the friendzone

It might sound like a good idea to be chummy with your prospect to get to their good side. However, there’s a flipside to that. Think of your friends. They’re comfortable to dilly dally. They stall out on plans and have no issues with flipping their decisions on you. Obviously, you don’t want your prospects to act like this. So, hold off being friends until the deal closes.

Adam Townsend says, “ Never try and make the prospect a friend until the deal closes, you are only making it easier for the prospect to stall, to be vague and excusing their unresponsiveness. Friends are forgiving. Business partners aren’t.”

Cancel meetings not in line with your current goals

There’s this recent talk about the difference between being busy and being productive. Filling up your calendar with meetings that start one after the other is bad for a variety of reasons. There’s stress, the frustration that comes with not making schedules happen, and so on.

You need to cross off things that are not a priority right now. Accept it. Do it. You have to empty your plate a bit so you can finish your food. You don’t want to waste opportunities by half-assing.

As Irreverent Sales Girl shares, “Do a quick review of your messy to-do list and quickly take stock of the things you must do right away to keep your momentum. Everything else is not critical (NO it is not all critical)–cancel it, reschedule it, or toss it out.”

How about painting?

Most people process visuals better. To put this to your advantage doesn’t really require you to be a Da Vinci! You just need to know how to paint a picture with your words.

When you’re explaining a complex feature, Kim Duke, the Sales Diva herself suggests, “the best route to take is to find something in ordinary life to compare the feature to–something that’s relatable to your prospect. When the customer can see how this can work for them IN THEIR MIND – they are sold!”

Go even deeper

It’s a must for prospectors to know what their leads’ struggles are. For complex B2B sales, being acquainted with the intimate details is very important. To best communicate with your prospect, you need to rely on the information you’ve gathered. This way, you can simplify the communication and get right to the heart of the matter. What are their biggest earners? How do they drive revenue best?

Here’s some advice from Joann Moretti, SVP for Marketing and Sales Enablement at Jabil, “Brevity is key. You have to be able to articulate your value proposition in 5-8 minutes. You also need to be able to talk the language of finance and business and understand what’s driving their business.”

Focus on yourself

Okay, before you think I’m out of my mind, hear me out. Sell yourself, not your products. Mark Sokol of Connectwise shared on their blog, “Understand that your differentiator when positioning yourself to clients isn’t products, it’s you. Not only should superior service be your trademark, but you can also distinguish yourself by company culture. Research has shown that companies with an adaptive culture aligned to their business goals consistently outperform their competitors.”

Aim extreme

Do you always accomplish your goals? You might be under-challenging yourself. Skip or get the easier goals out of the way. The purpose of setting goals is to challenge yourself.

Doug O’Grady, National Account Executive, Financial Services for Equifax shared, “Setting goals that are easily achieved can defeat the purpose of goal setting. The desire to do better should be behind any goals that are set. Top sales people use goal setting to outline challenges for themselves that encourage them towards making a stronger sales impact.”

How to qualify goals?

  1. Challenging but achievable.
  2. Aligned with your career and personal desires.
  3. Fits the core priorities of your current client or company.

Sales leaders: Ask your subordinates

Running out of ideas? Send out a mass email to your subordinates down to the floor.

They can be phone reps, field reps, SDRs. Send an email to everyone asking for at least three creative ideas for a certain sales situation. For example, ask them for three cold call opening lines, or door-opening ideas. Compile the list and have someone lay it out on a snazzy PDF. Send it out to everyone. It’s a good push for people to do something new and also a good way to get everyone involved and be team players.

Don’t guess just to appear knowledgeable

Don’t guess. If a prospect has a question you don’t know, it’s okay to say you have to check first.

Here’s the tip from TerraCycle CEO Tom Szaky, “If you don’t know the answer, do not guess: People will ask you tough questions, and you may not always know the answer. The person asking you may be testing you, knowing the answer full well. And if you fumble, it’s very hard to rebuild credibility. Do not guess.”

Use props

Want to shake up your demo? Use props.

Now before you complain that it’s overly 90s, don’t underestimate the power of doing what’s unexpected. Too many presentations are already boring–differentiate yourself.

Corporate Visions published a blog post that included this tip. They shared, “There are many ways to tell a story. But one extremely effective – and underutilized – technique is to use 3D props. Props break the pattern of what’s expected – and can make the prospect sit up and pay attention. Props make a metaphor or analogy tangible. Props create a physical reminder, and can continue selling even when you’ve left the room.

Bring food to the table

Literally bring food.

Struggling to get face time with a decision maker? It’s time to do something really out of the box.

Adrian Miller of Adrian Miller Sales Training shares, “Tell the receptionist that you’d be happy to send the food to the office, but would prefer if you could get 10 minutes while they eat,” says Miller. “They always feel too guilty to take the food and run.”

Make sure to bring something irresistible!

Play hard to get

B2B buyers are so used to salespeople sales tactics bordering on desperation that jogging up the script could work wonders.

MarketReach Founder Amanda Puppo shares, “Customers tend to expect pushy, one-dimensional salespeople. Break that mold. Just when the client seems to be at an intractable crossroad, throw down something like, “This really may not be right for you,” or “I’m not quite sure that you’re in the right place now for what I’m offering.”

Doing this could help you do a soft-reset on a deadlocked sales call, and even push your prospect towards finally making the decision.

Appeal to the ego

Who doesn’t like to be reminded of their power?

Challenging decision makers’ position by asking them if they have the power to make the decision can work toward your way.

New York health coach Ellen Reach shares a tip. Here’s a closing spiel she uses for decision-makers, “Some people make things happen. Some people watch things happen, and some people wonder what happened. Which one are you?”

Of course, as with any out-of-the-box tip, tread lightly.

Offer yourself as a conference speaker

This works best for small businesspeople who are experts in their niche. First off, hopefully, you’re part of a local group like a chamber of commerce, a meetup group, or even a local mastermind. If not, don’t worry, this tip is still applicable.

Scott Ginsberg shares, “Contact the meeting coordinator of your local Chamber, Rotary Club, Networking Group or Trade Association. They always need speakers. Offer the group a free 15-20 minute program. Include valuable tips, stories, illustrations, and examples from your business experiences that are of interest to the members. By speaking, you position yourself as an expert, validate your credibility and increase your company’s visibility.”

P.S. it

Here’s a tip for emails. Use the P.S.

It’s a tool that very few salespeople take advantage of.

Emails are a tough nut to crack. And I’m not talking about just cold emails. Sure, cold emails are the pits, but they continue to produce results for many organizations. A lot of professionals focus on getting their emails opened and even answered. The question now is how do we make sure of the email efficiently to communicate the message we have and get the response we want/

You’d be surprised how effective using P.S. for your most important message is. It’s often the first (or sometimes, only!) part of the email most recipients would read.

Steli Efti of Close.io shares, “That makes it a great place to add something you want the recipient to read, but is only tangentially related to the rest of the email. And, once you’ve got their attention, you’d better give them something compelling. The great thing about the P.S. is its versatility. It can be personal, it can be helpful, it can plug your company—whatever you need it to do. With all those options, it’s not that hard to think of a small piece of information that will get the reader’s attention.”

Get used to waiting

There’s a certain intensity that comes with working in sales. However, a huge part of why we’re always waiting is that in the middle of these waiting times, we often have very limited time to get through to our prospects. It may be a limit to their time, a strict communication policy for cold calls, and so on. Long waiting times can throw you off; it’s true. You fidget and anticipate. During this time, sometimes our minds play tricks on us–makes us think of worst case scenarios or make us more stressed than we should already be. The call comes back or you get called to the office suddenly, and now your energy is all over the place.

According to Jessica Helinski of SalesFuel, “Be prepared for waiting. Inevitably, there will be times you are stuck waiting–whether it be for a client or a train. Be prepared for these moments by always having something ready to do (i.e., a notebook for brainstorming, a list of emails to write, etc.).”

Great tip.

/r/RandomActsOfKindness

Stressed out? Nothing good coming out of your calls? You need something to make you feel a bit better.

Fortunately, doing good makes you feel good.

It doesn’t have to be a huge thing–try a random act of kindness. You’ll help someone else and you also feel positive in return.

Not sure what to do? Pay for someone else’s lunch? Bring treats to the sales floor and share? Or you can even go try doing it online. On the online community Reddit, there are groups (subreddits) dedicated to people asking for assistance in the middle of hardships. Send someone a meal for the night or cross off an item on their Amazon wishlist.

Leadership coach Jeff Boss shares, “Attitude is contagious. Random acts of kindness help brighten anybody’s day. The person on the receiving end will be pleasantly surprised that you went out of your way and in return, you’ll feel positive from helping another.”

Schedule your worries

It’s so easy for worrying to take up the majority of our day. There are many ways to cope with stressful situations. And, honestly, worrying might not be the best choice but we all do it. As a result, our productivity drops, we become more stressed, and we don’t even get to begin solving the challenges that stress us out in the first place.

To spend more time solving rather than worrying, schedule it. Schedule your worrying. Give it half an hour a day or even a whole hour! Spend it just worrying. Write your worries down. Pour everything into that one hour.

You feel like an hour is too much just to stress over a prospect that implied they don’t like your product? Well look back to the past few days of stress and examine how many hours you’ve lost to worrying. What? You’re welcome.

09 Jun 16:13

3 Simple Rules That'll Make Your Emails 10X Better

by aja.t.frost@gmail.com (Aja Frost)

make-email-10x-better.png

I’ve been a member of the five-sentence club for about a year now. Anyone can become a member, but staying in? Well, that’s much harder. To remain eligible, you can’t send an email longer than five sentences.

As you can imagine, being in the club requires a lot of work. But it’s worth it: The first month I joined, my response rate tripled. Plus, my recipients’ average response time plunged by an entire day.

I like how straightforward the five-sentence rule is, but you can reap the same benefits simply by writing less. These three strategies will turn you into a master of short emails.

1) Slim Down Your Sentences

Most sentences are far more fluff than substance. Take this excerpt from an email I got yesterday:

I got your contact information because I'm looking to connect with remote workers as I am one myself. I've built a great app that allows you to keep headphones on while working with colleagues and I just want to get it into the hands of people that want to use it.

Reading this made my head spin. What if he’d instead written:

I’m a fellow remote worker, and I’ve built an app that lets you keep your headphones on while working with coworkers.

Much better, right?

If you need some practice cutting out superfluous words, great news -- Write On Par is a fun, quick game that helps you turn rambling sentences into short, tight ones. Play for five minutes every day to hone your writing skills.

2) Make Every Line Count

Once you’ve shortened the length of your sentences, it’s time to cut altogether the unnecessary ones. When I’m trying to whittle down an email to five lines, I go through each one and ask, “Does this add value to my recipient’s life?” If not, I cut it.

To give you an idea, here’s the first draft of a follow-up email:

 

Hi David,

I hope your week is going well. It was great meeting you at the conference last night -- I especially enjoyed hearing your thoughts on beacon applications in health care.

Since you mentioned you enjoy hiking, I thought I’d pass along this article on the 10 best hikes in the Bay Area. I’ve been on almost all of them and would be happy to share my recommendations. In any case, thanks again for the insights!

Best,

Aja

send-now-hubspot-sales-bar

 

This email isn’t horrible, but there are a couple generic phrases that don’t add value to David’s life: Specifically, “I hope your week is going well,” “It was great meeting you,” and “In any case, thanks again for the insights!”

Here’s the email without these phrases:

 

Hi David,

Thanks for telling me your insights on beacon health care applications at the conference last night. Also, you might like this article on the 10 best hikes in the Bay Area -- I’ve been on almost all of them and would be happy to share my recommendations.

Best,

Aja

send-now-hubspot-sales-bar

 

As you can see, focusing on value naturally leads to shorter emails.

3) Focus on the Goal

Are your emails still too long? You’re probably trying to accomplish too many things in one message.

For example, I got a four-paragraph email last week that included four questions, three “quick clarifications,” and a lot of unnecessary context. I’ll be honest: I still haven’t responded.

To avoid this mistake, first identify the primary reason you’re sending the email.

That could be requesting or confirming a meeting, asking or answering a question, sharing an article or report -- you get the drift.

Once you’ve figured out your goal, return to your message and delete everything that doesn’t forward that goal.

If you’re confirming a meeting with your boss, for instance, cut the question about next week’s presentation. (You could always send a separate email, or ask her in person.) Or if you’re sending the prospect some price and feature information, delete the links to several blog posts they “might be interested in.”

Short messages show respect -- after all, you’re telling the other person that you know their time is valuable. So, if you want better relationships and better response rates, join the (five-sentence) club.

HubSpot CRM templates

08 Jun 16:13

Sales Training: It Isn’t About “If it Ain’t Broke, Don’t Fix it”

by Richard Ruff
Sales Training Investment

Sales Training Investment

It is also not about the elapsed time since you last did it. The strategic “it” in this case is the decision about whether you should make an investment in sales training.

If you traveled back in time and drop in on some of the conversations about sales training, you might hear: “We are not knocking the ball out of the park but things are okay plus we have a lot of other things going on so let’s think about that sales training thing next year” or “We just did some training three or four years ago – trained our entire sales team.”

It’s also true if you tune in with your other ear, you might pick up on comments such as: “Say, we have Thursday afternoon free at the national sales meeting why don’t we just fill that slot with some sales training” or “ I just got a call from a training company, why don’t we just try them out in our southern region – we’ll probably get something out of it.”

Fast forward to the present – can you hear those same voices? Our experience says absolutely. But the really bad news is due to the present day competitive environment and the disruption in the markets, the negative consequences of those ideas are far greater.

The notion that one can develop and sustain a superior sales team in today’s buying environment without taking a more aggressive and forward looking perspective on when to invest in sales training and what that sales training needs to accomplish is at the very least questionable. The sales training discussion needs to be updated and reframed.

So, asking if something is broken or asking when was the last time we did it are not the right questions. What is the right question for determining if a sales training investment is appropriate?

We suggest you ask yourself: Is there a change occurring either internally or externally that requires your sales team to adapt and adjust their sales skills to continue to sell effectively? Let’s explore three examples of such a change.

  • Go-to-market strategy. Recently we were talking with a client that determined it was necessary to shift from being a low-cost provider to a value-added provider if they were to remain competitive. To execute this shift a number of changes needed to be considered ranging from the sales compensation package to the territory design to market segments – and the skill set of the sales team.

Most sales reps cannot easily move from selling on price to selling on value without some substantial help. Hence considering an investment in sales training is clearly warranted.

  • New product. Companies launch a dazzling array of new products annually. They run the gamut from innovative new offerings to minor upgrades of existing products. Yet, regardless of whether it’s a simple upgrade or a “bet the company” new product, the product launch strategy too often looks more like an escape plan than a well-devised blueprint to develop market superiority. The greater the innovation of the new product, the greater the need for the sales team to update their sales skills.

It is a safe bet that many new product launches fail to deliver the expected results because the investment in improving the sales team’s ability to sell the new product is inadequate.

  • Disruptive market changes. Companies in a number of markets are going through transformational changes in what they buy, how they buy, and what they are willing to pay for it. The medical sales industry is a striking example. If you are selling in the hospital market, winning is now about selling both the clinical and economic value of your product and you cannot just sell to the doctors, you also have to sell to Value Analysis Committees comprised of people who will never directly use the product.

If buyers change how they buy, sellers need to change how they sell and training needs to help.

There is an added benefit of reframing the need for sales training as a response to a strategic change. It enables a company to not only determine when an investment is warranted, it also helps you to define exactly what the sales training ought to look like. Case in point, the nature and content of the most effective sales training for the above noted examples would be significantly different.

It is unlikely that sales training will ever develop a better track record unless we do a better job determining the strategic reason why we are doing the training in the first place. The need must be clearly defined and it must be a need that matters.

08 Jun 16:12

Good Intentions Do Indeed Pave the Way

by Asad Haroon

Way

I’m reminded, even more this election year, of the ironic phrase “the road to hell is paved with good intentions.” Well, far be it from me to spar with the various political pundits out there, but I do believe one thing about “good intentions” – good intent data does breed marketing success.

Apparently, I’m not the only former or current CMO who feels that way as a recent (2015) study by Forrester Consulting found that nearly 80% of senior-level marketers surveyed recognize the value of using intent data for targeting, and 67% said that using intent data for prospecting and retention would give them an advantage over the competition.

Finding data is never a problem (we are drowning in it) but to produce optimal results, your automation system needs a steady diet of the right kind of data, namely the type that reveals insights regarding the level of intent or interest of potential buyers. Unfortunately, 38% of the organizations that have a marketing automation system (according to the State of Digital Marketing 2015 by Webmarketing 123) use it only for basic processes and have yet to employ advanced tactics such as progressive profiling.

Most CMOs cite time and budget constraints as top barriers to optimizing their data usage. But, given the results that can be achieved by using intent data, overcoming those challenges should be priority number one.

Good intent data can help you to optimize your marketing budget so that it covers, not every channel imaginable, but just the ones favored by your target buyers. This will give you the best chance of encountering potential buyers as they are channel-hopping in search of answers. At this point, when your prospect “discovers” your content, it can serve as a handy rationalization for what may otherwise be an emotion-laden purchasing decision. (Yes, even in B2B.)

Even though Account Based Marketing (ABM) has smartly limited the sandbox in which our marketing dollars are in play, by using intent data and predictive analysis to deliver “individualized” content, you’ll be adding a layer of intelligence to your multi-channel strategy.

You might think of this as Precision Account Based Marketing (PABM) because, more often than not, your marketing budget will be placed where you’re most likely to encounter the decision-makers showing intent within your target accounts.

And that’s a pathway paved in gold.

This post was originally published on the LinkedIn Pulse platform.