Buckshot

Subscribe to the RSS feed?Oh heck yes. Well played sir/ma'am, well played.

At this point I’m sure the difference between strategy and tactics is pretty clear.

What’s not clear to a lot of people (apparently) is that just any bunch of tactics is not a strategy either.

Think of it like a shotgun full of buckshot. Sure all the pellets are roughly the same size/shape and are flying in the same direction, and yes they have roughly the same goal (to wreck house on whatever is in it’s way). But that’s as far as it goes. No single pellet knows what any of the others are doing, none of the pellets ever work together or support each other. No pellet learns from the others or alters course based on what another has done.

So yeah, on the surface it might look like they’re going get the job done, but it really amounts to nothing more than getting the square peg through the round hole with just brute force.

Of Bubbles and Double-Edged Swords

Alan Wolk, The Big TT, is on a roll. Today he put a great post together on the “tiny bubbles” that we all seem to live in. He points out that while most of us are on the front edge when it comes to social media, new marketing, and web 2.0, the majority of internet users (and your target marketing probably falls in this range) really aren’t.

I completely agree that we need to be aware of more than just what exists in our little space, and anything less would be a disservice to our readers, peers, clients, and profession. However, for New Marketers and Web Futurists such as ourselves, our position can truly be a double-edged sword.

On the one hand, we have to know where the mass is. And that might be checking out MySpace for the first time, or even just trying to get a handle on the Amazon recommendation/review engine. There’s no room for internet snobbery (of which I’m admitted guilty of sometimes) or elitism. If part of your job is to know your market, then you have to understand their online habits, even if they’re “soooo 2005″.

But that’s only half the equation. While we have to understand where the mass is, we can’t really be there. For many of us, it’s our responsibility to know what’s coming down the pike. We need to be on the bleeding edge, and it’s up to us to figure out how (and if) these new technologies can help us grow and connect to the market we’re after.

In the end, it’s this delicate balancing act of next and now that really defines the new marketer or web pioneer. It’s easy to catch a case of Bright and Shiny Object Syndrome and always be in search of The Next Best Thing, but if you spend all your time on that, you run the risk of being completely irrelevant to just the people you’re trying to reach.

5 Slump Busters

Phillies 2nd Baseman Chase Utley is slumping hard. The perennial all-star was in the middle of a great season, and then all of a sudden, things weren’t going his way.

I’m sure you know the feeling.

Maybe not belting home runs in a major league ballpark, but going into a slump, having the wheels come off, or just generally falling apart. Also like Utley, you probably also realize that it’s not the end of the world. Just like anything else, there’s going to be ups and downs, good times and well..not so good times. And the truth is, whether you’re cooking, blogging, negotiating, brewing, or brainstorming, you’ll eventually come around.

And how is that you might ask? We’ll here’s a few things that might get you back on track.

Back to basics
The penultimate Slump-Busting technique. Stop trying to add that top-spin, sell that warranty, or get tons of link-love with one post. Just settle down and go back to what worked for you in the first place. Focus on connecting with people and creating value, it doesn’t matter if that value is from a home run post, or an actual home run. Check your foundation, and everything else will follow.

Breathe, Grasshopper
This one might be the easiest. Just slow down and take a breath. Nothing good ever came from panic, fear or anxiety. I’m not advocating full out lotus-position meditation here (although it’s a great idea), just taking a moment to slow down and focus yourself. You’d be surprised how effective this can be sometimes.

Elvis has left the building
Adios. Spater. So long. Farewell. Just get up and goooooo. When you reach the point that you’re thinking “Wow, no more good can come from this”, it’s probably time to take a break. Sometimes this, in conjunction with “Breathe, Grasshopper” is a great quick fix. No matter how focused you are, there’s going to be some drop off after staring at Excel sheets for 14 hours.

Grind it out
A tougher solution, but sometimes the only one. With this approach you just have to keep plugging away and rely on the law of averages bringing you back on par. It can be tough to weather the storm and keep going through the bad times, but have faith that once things come around, it’ll be your hard work that caused it.

…And now for something completely different
If you’ve been doing X your whole life, maybe it’s time for some Y, or maybe even (gasp!) Z. If it seems like nothing else is working then hey, what the hell, right? Turn that foot in, add that paprika, ditch those pivot tables or knock-knock jokes. It won’t necessarily be a better way, but it’ll be a different way, and that might be all you need.

So there you have it. That’s my checklist for getting it going. How about you? (I shared mine, it’s only fair!)

The Gettin’ Is Good 6.22.08

As in “get it while the gettin’ is good”. Rock on.

10 Ways to Build Your Brand in a Weakened Economy - BrandCurve

Social Media Strategy - Aligning Goals and Measurements - Chris Brogan

Missed Marketing Opportunities - Conversation Agent

Has Web 2.0 mainstreamed? - Jaffe Juice

Brands + Amplification = Influence - Logic + Emotion

“Atomize” Your Content: Share in Small Bits - PR Squared

Who Even Are You? Facebook Friend Request Etiquette - Social Honeycomb

How well do you know your audience? - The Viral Garden

Who I Might Be

Via Greg Verdino. Just like AdmCom says with it’s Year of Creativity - All you need is a really cool business card.

Create your own here.

We Are In The Business Of Reasons

That’s really what it all boils down to.

We give people reasons to visit a web site. We give people reasons to tell a friend about a great product. We give people reasons to try something outside their comfort zone. We give them reasons to keep clicking through, to read the instructions, or to just pick up the box.

And while this seems simple, you’ll soon find you need a better and better reason. “Because I threw enough money at you” or “Because I interrupted so many times, you really couldn’t help it” are not going to be good enough.

It gets called different things, dressed up, and complicated, but in the end our job is simple. We have to give people a reason to do something (buy, join, act, etc.).

And when all you have is a reason, you better make sure yours is a good one.

17 More Posts That Will Make You A Better New Marketer

-Develop a Strong Personal Brand Online Part 1 - Chris Brogan

-Develop a Strong Personal Brand Online Part 2 - Chris Brogan

-How Connected Should You Be? - Brian Branca

-How to Get a Custom Blog or Website Design on a Small Budget - Blogging Expertise

-How to Write a Business Recommendation - Conversation Agent

-How To: Write a Really Crappy Business Blog - Conversation Marketing

-Social Feed Aggregators - Whitney Hess

-Twitter is the watercooler of a new era - CrapHammer

-Add Equal Parts Business and Culture. Blend until Smooth. - Alex Hillman

-The “you test” for social media agencies - Greg Verdino

-The One Video All Marketers Should Watch - David Armano

-Brand Building in the “Application Economy” - Paul Isakson


-Social Media in Plain English - Todd Andrlik

-Add Spark to Your Writing With These 3 Simple Tweaks - Copyblogger

-Potential Employers Are Watching You - Social Media Explorer

-Free Advice - Alan Wolk

-Thinking about Danny Devito - Seth Godin

Octagon Global Recruiting

I knew something was up when that low budget, semi-confusing commercial for Octagon Global Recruiting ran during the last 15 minutes of the season finale of LOST. I’m a big fan and to me everything about it screamed Dharma Initiative. Apparently I wasn’t the only one, seeing as how the site was so bogged down it took me a solid 10 minutes to get there.

Sad thing is, once you hit the site the jig is somewhat up. No more mystery after that. Clearly ABC is shooting for some sort of viral initiative here, and it will be interesting to see how it pans out.

Oh well, just like LOST, we’ll have to wait and see what happens.
::cue dramatic cut to black::