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I learned from reading another article from Seth Godin from the April 2006 issue of Ode Magazine the 9 things to think of in order to tell a great story. Seth Godin says that

1.  "A great story is true" I've had problems with my copy writing because I tried to make things factually true.  Instead, the important point is to make the story consistent and authentic.  For me, authenticity meant that it was actually factual, which made my copy boring to a fault.

2. "Great stories make a promise" That they should promise fun, safety or a shortcut.  But also be bold or audacious, something I also had a problem with.  How do I make a bold or  audacious promise without telling a lie, or stretching the truth and still feel comfortable with it?  On the other hand, the promise is not exceptional, no one will take notice.

3. "Great stories are trusted" Trust is in low supply these days. Without the credibility to tell your story, you won't create any trust in you as a brand. I typed in "credibility" in Amazon.com with 173,964 Results, but only two books published within the last two years.  I typed in the word "trust" and got over 23,000 results in books, but most were published in the early years of this decade.  Me thinks we are in a trust and credibility crises like nobody's business.  It seems that even though we marketers talk a lot about creating trust, there are still very few books out on the subject that pertain to today's market and situation.  Are we in a state of chock?

4.  "Great stories are subtle" Allowing people to draw their own conclusions is what makes a story really great.  All socially competent people I know never spell out all the details of the stories they are telling.  I realize that before, I have told stories in such great detail that there is nothing left to the imagination.

5. "Great stories happen fast" Here is the importance of a first impression. The point at which people become engaged in your story is probably sooner rather than later… if it doesn't happen at once, it is not likely to happen at all.

6. "Great stories don't appeal to logic, but they often appeal to our senses." I guess this is why charismatic but perpetual liars are often believed.  If someone likes you at first whiff, then they'll believe everything you say, if all the other factors are in place.

7. "Great stories are rarely aimed at everyone" Generalizing your market won't make sales.  Effective stories appeal to a small amount of people, who then make the story viral due to their own enthusiasm.

8.  "Great stories don't contradict themselves" The deceit and betrayal of your lie will cost. People won't believe anything you say until you tell a story that makes sense to them.

9.  "Most of all, great stories agree with our world view" You don't have to re-invent the wheel; you don't have to teach anything new.  The best stories agree with what people already believe and reinforces their ego and smartness.  People don't want to be proven wrong, they want to be reminded of their rightness.  We all love to say "I told you so." Here is the original article: How To Tell A Great Story Angela Wickenberg

Tags: 9things to think of to tell a great story, how to tell a great story, seth godin, Ode Magazine, great stories, creating trust,

My blog posts have been few and far between these past months. Basically, I have been creating a  product and learning from my outsourcing experiences.

Pretty funny, too, especially the part where I am pulling my hair…

Two things that have made things take much longer than I had planned:

1) What "blueprint" to model after?

What is working today and what is a truthful representation of the thing I want to promote?

I keep changing my mind.

2) Writing copy. 

I have written my sales letters, making sure I have all the necessary "ingredients" but then when I read it, I feel uncomfortable.

Why?  Because I feel it's a lie.  If I didn't think it sounded plausible and was not engaged, then who would?

So I took a step back and well… waited.

I often asked myself what I was waiting for. Maybe some revelation, hoping I would wake up the following day, or maybe the day after, or maybe while doing some household chores, the great God in the sky or my "Inner Voice" would guide me - give me the right answers…

But the answers never came.

And so I went back to the drawing board.

I studied new teachers and decided to create a new vision of what I wanted to do.

That's sometimes just a new way of lying to myself - another way to procrastinate my "coming out".

So I decided to just choose a method - a blueprint - and run with it, "warts and all".

You'll see the results soon.

Hopefully, like Seth Godin recommends, I am learning to be a better liar.

Angela Wickenberg

Tags: Learingto be a better liar, Be_A_Better_Liar, Seth Godin, Be a better liar seth godin, product_creation, copywriting, writing copy, marketing

The series will go deep into the Web, spinning commentary about blogs and vlogs both popular and obscure, tweets and pokes, popular sites and new technologies.  The series will also feature viral clips of the week, premiere its own original videos created by and starring well-known actors and comedians, as well as highlight a weekly "Viewer's Choice" video chosen from among those uploaded and voted on via Comedy Central's Web site. In addition, each episode will feature the segment "Web Redemption," which will give subjects of infamous viral videos (think Afro Ninja) a second chance to redeem themselves from the embarrassment with which they've become synonymous.

1. Communication
People are always asking us what's wrong with their websites, and the answer in the vast majority of cases can be summed-up in a quote from the movie, "Cool Hand Luke" (1967): "what we have here is a failure to communicate." Communication is the key to success, and that doesn't just apply to your website, it applies to almost everything you do both inside and outside your business-life.

If your website isn't communicating on both a rational and emotional level, if it doesn't provide the psychological and emotional context of your marketing message, then exactly what is it doing?

2. Audience
I can't think of too many people who actually like being sold. In fact, sometimes customers get so irritated by sales tactics that they end up not buying the thing they came specifically to your website to purchase.

Solving the problem is merely a question of altering your perspective; the average buyer is predisposed to dismiss and ignore high-pressure tactics, and meaningless sales pitches. So instead of treating customers like customers, try treating them like an audience. Audiences want to be engaged, enlightened, and entertained. And that is the most effective way to make a sales impact.

3. Focus
All too often websites inundate their Web audiences with facts, figures, statistics, and an endless líst of features, benefits, options, and whatever else the sales department can think of throwing in. All that stuff just confuses people.

Focus your message on the most important elements of what you have to say. If your website can embed that singular idea in an audience's mind, then it has done its job.

4. Language
The words used, and how they are put together provides meaning; they inform personality; they provide mental sound bites; and they make whatever you are saying, worth remembering.

Language is one of the critical elements of 'voice', the ability to convey personality; and writing without a 'voice' is instantly forgettable.

5. Performance
Even the most articulate prose can be lost in a befuddled delivery. Communication is more than words; it's a combination of language, style, personality, and performance.

Things are rarely what they seem. Even our memories are a stylized version of what we've actually experienced. Creating a memorable impression is about managing the viewer experience, and providing the right verbal and non-verbal cues that make what is being said memorable.

6. Personality
Every business has a personality. The first problem is, few medium-sized companies ever attempt to manage that persona, and as a consequence, the buying public forms its own opinion. And that opinion is often not the way you want to be regarded.

The second problem is companies either don't have a firm grasp of who they really are, or they know, and they are afraid to promote it. If your company's identity isn't worth promoting, it is time to think why that is, and change it. The bottom line is, a company without a personality is a company without an image, and that makes you instantly forgettable.

7. Psychology
The most important feature you can provide your audience is psychological fulfillment, not deep discounts, fast service, or more bells and whistles.

The real reason people buy stuff is that it makes them feel something. Cosmetics make women feel attractive or sexy, while cars make men feel they've achieved some level of status. Even services make people feel important, as in "I've got a guy, who does that for me." Finding the psychological hot spot in your marketing, and promoting the hell out of it consistently and continually should be your primary marketing goal. All those features and benefits are merely the excuse for a purchase, not the reason.

The Web Is Fast Becoming A Video Environment

Websites are not just marketing collateral; they are not just digital brochures. They are a new presentation medium that requires specialized communication skills, and knowledge of how best to use the medium.

You may be a great salesperson, and nobody knows your business like you do. You may even be skilled at delivering speeches at conventions and seminars, but performing effectively in front of a camera is a whole different ball game, and for most people, it's way out of their comfort zone, let alone their skill level.

The same old methods that used to work won't work any more. You're no longer competing with just the company down the street; you're competing with the entire world.

Web-businesses may not ever actually meet their customers face-to-face, or even talk to them on the phone, so it is imperative that they use marketing presentation methods that deliver an experience worth remembering.

About The Author
Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit MRPwebmedia.com

I am coordinating one of the local Twestivals here in Sweden, on behalf of Linköping.

Here's the first blogpost:

Linkoping/East Sweden Twestival

If you are in this region, I would love to receive any assistance

you would care to offer.

Also, if you know of any companies that would like to donate money

to the chosen charity: water, there is a donate button right on the blog.

More information about charity: water is on the Linkoping Twestival blog

If you are on Twitter, or are joining Twitter,  please follow

me @AngelWickenberg and @EastSETwestival on Twitter,

and I will follow you back straight away.

Hope to see you at the Twestival, February 12th, right here in Norrkoping.

/Angela Wickenberg

 

• If you are having a long run of bad luck, your chances of success are just as good as they always were.
• If you are having a long run of good luck, don’t count on it continuing.
• Get all of the information you can before you make a decision.
• If you see patterns in your competitor’s actions, respond to them.
• Keep an eye out for “bias.” People are more consistent than they think.
• Always remember the “human factor.”  People actually find it DIFFICULT to be random.

Ken McCarthy has a great article on the Fallacy of Gambling:

Rock, Paper Scissors and the Gambler's Fallacy

It has some great insights that I found very useful.

/Angela Wickenberg

Tags: gambler'sfallacy, market research, good luck, bad luck, making decisions, decision-making, human factor

Most people use LinkedIn to “get to someone” in order to make a sale, form a partnership, or get a job. It works well for this because it is an online network of more than 8.5 million experienced professionals from around the world representing 130 industries. However, it is a tool that is under-utilized, so I’ve compiled a top-ten list of ways to increase the value of LinkedIn.

1. Increase your visibility.

   By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you’re one of the 52,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust.

2. Improve your connectability.

   Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it’s an executive bio, so include past companies, education, affiliations, and activities.

   You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials, which would be awkward if not downright strange, as an attachment.

3. Improve your Google PageRank.

   LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you.

   To do this, create a public profile and select “Full View.” Also, instead of using the default URL, customize your public profile’s URL to be your actual name. To strengthen the visibility of this page in search engines, use this link in various places on the web> For example, when you comment in a blog, include a link to your profile in your signature.

4. Enhance your search engine results.

   In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like “My Website,” “My Company,” etc.

   If you select “Other” you can modify the name of the link. If you’re linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to “Full View.”

5. Perform blind, “reverse,” and company reference checks.

   LinkedIn’s reference check tool to input a company name and the years the person worked at the company to search for references. Your search will find the people who worked at the company during the same time period. Since references provided by a candidate will generally be glowing, this is a good way to get more balanced data.

   Companies will typically check your references before hiring you, but have you ever thought of checking your prospective manager’s references? Most interviewees don’t have the audacity to ask a potential boss for references, but with LinkedIn you have a way to scope her out.

   You can also check up on the company itself by finding the person who used to have the job that you’re interviewing for. Do this by searching for job title and company, but be sure to uncheck “Current titles only.” By contacting people who used to hold the position, you can get the inside scoop on the job, manager and growth potential.

   By the way, if using LinkedIn in these ways becomes a common practice, we’re apt to see more truthful resumes. There’s nothing more amusing than to find out that the candidate who claims to have caused some huge success was a total bozo who was just along for the ride.

6. Increase the relevancy of your job search.

   Use LinkedIn’s advanced search to find people with educational and work experience like yours to see where they work. For example, a programmer would use search keywords such as “Ruby on Rails,” “C++,” “Python,” “Java,” and “evangelist” to find out where other programmers with these skills work.

7. Make your interview go smoother.

   You can use LinkedIn to find the people that you’re meeting. Knowing that you went to the same school, plays hockey, or shares acquaintances is a lot better than an awkward silence after, “I’m doing fine, thank you.”

8. Gauge the health of a company.

   Perform an advanced search for company name and uncheck the “Current Companies Only” box. This will enable you to scrutinize the rate of turnover and whether key people are abandoning ship. Former employees usually give more candid opinions about a company’s prospects than someone who’s still on board.

9. Gauge the health of an industry.

   If you’re thinking of investing or working in a sector, use LinkedIn to find people who worked for competitors—or even better, companies who failed. For example, suppose you wanted to build a next generation online pet store, you’d probably learn a lot from speaking with former Pets.com or WebVan employees.

10. Track startups.

    You can see people in your network who are initiating new startups by doing an advanced search for a range of keywords such as “stealth” or “new startup.” Apply the “Sort By” filter to “Degrees away from you” in order to see the people closest to you first.

11. Ask for advice.

    LinkedIn’s newest product, LinkedIn Answers, aims to enable this online. The product allows you to broadcast your business-related questions to both your network and the greater LinkedIn network. The premise is that you will get more high-value responses from the people in your network than more open forums.

    For example, here are some questions an entrepreneur might ask when the associates of a venture capital firm come up blank:

    • Who’s a good, fast, and cheap patent lawyer?

    • What should we pay a vp of biz dev?

    • Is going to Demo worth it?

    • How much traffic does a TechCrunch plug generate?

       

      • The average number of LinkedIn connections for people who work at Google is forty-seven.

      • The average number for Harvard Business School grads is fifty-eight, so you could skip the MBA, work at Google, and probably get most of the connections you need. Later, you can hire Harvard MBAs to prepare your income taxes.

      • People with more than twenty connections are thirty-four times more likely to be approached with a job opportunity than people with less than five.

      • All 500 of the Fortune 500 are represented in LinkedIn. In fact, 499 of them are represented by director-level and above employees.

      • According to my inside sources, the person with the most pending LinkedIn invitations is…Guy Kawasaki. (Though I’m not sure if I should be proud or ashamed of this factoid.)