Posts in category: Marketing

Human- vs machine-centric content design

Human- vs machine-centric content design

Designers generally design for humans. Human-centric design makes sense as the consumers/users are humans. There are key principles and best practices governing structure, content, and presentation. These are factors that affect a design’s accessibility, usability and...
Context (in an alt fact universe) is king

Context (in an alt fact universe) is king

Content is king – back when we could trust the content. In alternate facts universe, content is malleable. It can be spun and massaged to suit any agenda. If we want to read content correctly, we need to know the context. We can leverage empathy to understand...
Can your business bank help (with innovation)?

Can your business bank help (with innovation)?

A bank is necessity a conservative, cautious, slow to react or change organisation. That is their DNA, tied in with their business requirements and industry identity. Who would go to a bank that is on the cutting edge; where chaos, uncertainty, and bleeding occurs?!...
Seeing clearly and mastery

Seeing clearly and mastery

Many of us would have seen this “Game Changers” ad for the Australian government’s Department of Finance by now. It still surprises me that in spite of our intense exposure to slickly-produced media, none of the decision makers noticed the awkwardness of this...
Tech mags: from news to guidebooks

Tech mags: from news to guidebooks

I haven’t bought a computer magazine for over 15 years now. The last time I flipped through one was more than five years ago. So it was interesting to find myself standing in front of a rack of them at a newsagents recently. Computer magazines used to be my primary...
Constructive versions of lying techniques

Constructive versions of lying techniques

Here are the eight How to lie in a post-truth world techniques reframed as constructive actions. 1. Tap into an existing narrative. Building your audience’s existing knowledge and biases can be a significant timesaver. Your communication can be more focused on...
How to lie in a post-truth world

How to lie in a post-truth world

In this age of post-truth politics and alternate facts, lying had never been more in the public eye. We see it in politics and in marketing; in the form of pronouncements, media releases, editorials, and of course, advertising. Here are eight mechanisms I see being...
A body of worth

A body of worth

Create a body of work to demonstrate your abilities and commitment to your craft. Two examples come to mind: This guy who makes a new spoon every day. This guy who designs a movie poster every day. No amount of fancy marketing words can come close to the powerful...
The pros and cons of being nice

The pros and cons of being nice

Because humans are social animals, being nice is a basic requirement to stay in business. If we want our businesses to last, we must learn to work with people’s emotions effectively. We must build relationship equity with our emotional intelligence (EQ.) Just...
Over-marketing?

Over-marketing?

In the age of Brand You, is it possible to be too well marketed? At some point in the pursuit of marketing perfection, we risk crossing the line into in-authenticity. We see it in many personality-driven businesses. When everything is so perfectly and slickly done...
Marketing masks mediocrity

Marketing masks mediocrity

Marketing can mask mediocrity. And indeed, a lot of marketing is being used to pass off mediocre products and services as more than they are. And in the short term, this clearly works. You go to a brilliant sounding workshop or seminar, only to find a lot of...
What does your brand sound like?

What does your brand sound like?

I spotted this question on LinkedIn recently. I want my brand to be quiet. Because I want it to be about listening to what my clients have to say. I want it to be a quiet contemplative creative space they can grow new possibilities in. Much of branding can be pushy...
Social media is not advertising

Social media is not advertising

Buying/selling/using social media engagement is not the same as buying/selling/using advertising. Here are seven ways the two are different: Social media takes a longer period of time to attract interest and attention. People have to encounter a social media campaign...
Live your dream: a tableau

Live your dream: a tableau

This shop window in Oslo caught my eye one evening in Oslo. (The “Live Your Dream” text was actually stencilled on the shutter.) “Live your dreams” is so easy to say it has become a meaningless insipid throwaway. It is even more hollow and fake...
Selling game alphas is the ultimate lean

Selling game alphas is the ultimate lean

Game companies selling alpha-release (essentially unfinished, work-in-progress) games has to represent the ultimate in lean. More game companies seem to do this. Instead of taking the more conventional, longer process of building the complete product,  testing,...
What I do Wordle 2014

What I do Wordle 2014

I have just updated my website, LinkedIn profile and other marketing material. Here’s a Wordle cloud of the latest iteration of what I do. What do you think? Wordle can be a useful way to check whether a piece of writing hits the appropriate keywords/themes. And...
Content marketing lessons

Content marketing lessons

Check out Steve Rayson’s 10 Content Marketing Lessons From Social Media Examiner. The key thing that resonated with me was RESPECT. Write for people; not search engines! Image via Shutterstock. Respect Your Audience In an interview back in 2011 Mike Stelzner was...
McDonalds: our food, your questions

McDonalds: our food, your questions

McDonalds is running a “we’ll answer your questions” campaign in Australia at the moment. Some of the questions and answers are interesting, from a human interaction/social media perspective. Here are a couple of expected passive-aggressive...

Being different: two ways

Being different to get noticed. Usually by doing something that you don’t normally do; something out of the ordinary relative to your audience’s expectations. Being different as a way of being. Because you have accessed and expressed those aspects of you...

You ignored my spam; can I call you?

I received an email today from someone whose name I did not recognise; with the following real-sounding subject line: Call Today/Tomorrow?… Fwd: Can I Call You This Week?… If So What’s The Best Day And Time? It turned out to be spam after all – yet...
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