,

Be interesting to somebody

Not to anybody.

You cannot be interesting to anybody.

Whatever medium you are using to express yourself – it won’t work with every human being.

So instead of trying to please the world – go make sure the people your information is intended to reach – actually catch their attention.

If you don’t know – just pick one and go with it.

You will have an other opportunity tomorrow to write for the other crowd you have ignored today.

Content lose its impact when you try to talk to too many people at once.

If you don’t know what the people you want to reach care about – try something and throw it out there.

 

Internet is a place for conversation.

You don’t make more conversation happen if you shut up.

Best conversations are always the ones we start.

Just don’t try to talk to everybody at once or even say everything at once.

 

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Newsletter email confirmation – NextCloud #JustAnExample

 

Nextcloud is an awesome solution to create and manage your own cloud – you should really check them out if you have never heard of them.

Here we have a quick look at the newsletter confirmation – an always challenging issue for open rate and engagement with your users. I found this one pretty good – so I have added to the #justAnExample collection

Why is it good?

  • It gets personal

It gets personnal real quick – which force you to care about that guy who is writing to you. I think it is an underrated way to communicate with your audience. Too often businesses are very impersonal and you never know the name of the person writing to you – including in the newsletter and that’s a shame. Not that it is right in every case – but I do think a lot more should be doing it – especially – but not only – SMBs.

  • Text!

No fancy graphics – just a plain text email – which I think sometime help convey better the information than an over crowded branded email with graphics all over the place.

 

So that’s it – just wanted to get this out there – and have it in the collection 🙂

 

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#JustAnExample – Donation options – the canary

#JustAnExample is a series where I share some interesting UX / UI and smart copy for your inspiration (and my archive of references).

Asking for donations is never easy.

Well, the Canary found a nice way to phrase it.

 

Why is good?

  • It gives perspective
  • Make you realise that spend money more on dumb shit – so you might as well give them so of it

Side note: I didn’t give them any money. I didn’t even know this paper before I stumbled upon on an article that I can’t even remember what was the topic. Still, the copy used for their call-to-action is actually cool.

 

 

 

 

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Millennials are a myth

But that's still a good stock photo for this article...

Millenials (people born after 1980 and before 2000) are defined as :

  • lazy
  • entitled
  • unattached
  • not motivated by money
  • want more holidays
  • more horseshit

The point of this post is to share a truth more and more commonly agreed upon: Millenials are not real.

“Millennials” as a concept is mainly a huge pile of crap.

And I just stumbled upon wonderful talk by Adam Conover, and I think he made the point pretty brilliantly so please what the talk down there.

But I have also tried to extract some of his point in this article because that’s really the essence of the 20 min.

TL;DR : People bash young generations. Every time. For centuries. Period.

 

 

Just more cute infographics that mean nothing

 

The reality is that Millennials (people born from 1980-2000) are not more nor less lazy than the generation before them.

However, what seems to be true is the obsession older generations have over the youth and how permanently disappointed they seems to be.

Hesiod, a a greek poet, contemporary of Homer (the guy who wrote of the Iliad and the Odyssey – if this ring a bell) wrote a few centuries ago about its younger contemporaries:

 

 

It is a pattern.

People are trying hard to bash the young generations.

Either because they do not understand them, or because it helps people feel more confident about their own dominance and social status.

(I tend to think the power struggle is real: and comforting a position for which people have worked hard for years is a vital need for every generation. And therefore, as people get older it is easier to go down the narrative that will try to single out the young generation and just complain about them…)

1968 – LIFE magazine is publishing an article to documenting the conclusion of conversations between Ernest Fladell and his nephew, in an attempt to bridge the generation gap. Fladell POV: the young people do not understand the meaning of earning a living… 

Then again, in the 1976, it seems like everyone is turning again into an entitled generation:

Let’s do that again in 1990 – post-boomer generation – soon to be called the “millenials” are tagged “Lazy” (I am sure Hesiod would have agreed…)

 

By now, you got the point.

Millenials are just people and that what the whole talk of of Adam Conover : “Millenials don’t exist” is about – but really worth a watch… he is really funny and provide much more details that I did here.

If you still have some energy, I’d suggest you check this interesting analysis published on the Irish Time “Young people have been letting us down since time immemorial”

 

The funny part: putting generations in a box never seems to stop.

Brace yourself, the new wave of horsecrap is coming – like this article of Business Insider : “Millenials are old news – everything you need to know about Gen-Z”

So I guess, we will soon have more article about Gen-Z being narcissistic and self-centered, lazy, and arrogants and what not.

Whatever…

 

 * Edit * 

From feedback I got (mainly from marketing folks) – I realised maybe there was room for confusion in the core message of the article. See, I am not saying segmentation is not a thing – nor am I saying cultural patterns of consumption do not exist – and yes, you can find a correlation between age and adoption of these patterns of consumption.

But the hype of Millennials – as if they were people completely foreign to human race – a lazy egocentric P.O.S equipped with a smartphone – is total BS – and what I see from board meetings to casual client reactions – is that when people talk about Millennials they usually refer prejudiced stereotype and not to the nuanced and carefully crafted marketing persona..

 

 

#JustAnExample – Newsletter email confirmation – Powazek

#JustAnExample is a series where I share some interesting UX / UI and smart copy for your inspiration (and my archive of references).

Here today we have a newsletter done by Derek Powazek – veteran startup guy now growing vegetables in a farm.

 

 

 

 

 

 

Why this is good :

  • Transparency
  • Empathy
  • Humor

 

Transparency

Sharing his lack of clarity, being very honest from the beginning is a good way to get your people to trust you.

Empathy

Confirmation email sucks. He didn’t shy away from it, he owns it and agree with us while try to spin it in a nice way.

Humor

Well – micro-jokes are always good.

 

Clearly, it is not the only way to do it, but it is one that’s really interesting.

A fews things to pay attention to on LinkedIn

#1 – Pay attention to your photo

Your profile is 21 times more likely to be viewed if you have a profile photo.

That’s also the first thing people will use to get a first understanding of who you are.

So, make sure your photo is clean and broadcast the kind of feeling your want – not just the photo you had available while doing your account.

#2 – Pay attention to your headline

Your LinkedIn headline matters because :

  • it is the first thing people see that define what you do
  • it helps people find you.

Some tips:

  • Be specific .
  • Incorporate relevant keywords

Don’t say “Marketing Rep,”

But say “Marketing Executive/Growth Strategy/Channel Development.” or “Marketing Leader/Sales Generation Specialist.

#3 – Pay attention to your LinkedIn Recommendations

It is easy to get recommended.

But you need to ask for it.

Do it.

By phone, or face to face – better than just by email or by pressing the “request recommendation” button.

#4 – Pay attention to your feature skills and endorsements.

We all know these skills does not represent your true potential

Yet, people pay attention to it.

And it helps to get you traffic to your page.

So think about it.

#5 – Pay attention to add photos and videos to your profile

A picture is worth a 1000 words.

Well, it is true on LinkedIn too.

You can feature content.

So do it.

Think about strategically – like you would for a landing page.

#6 – Use SlideShare

Pay attention to  SlideShare.

SlideShare presentation platform is a part of the LinkedIn ecosystem (a bit like Instagram is a part of Facebook)

It is a separate community but it will get you traffic to your profile and vice versa – will give quality content to your profile.

#7 – Blog with LinkedIn Publisher.

 

The more content you produce the more likely you are to get noticed.

Writing is for everybody.

Salesman, designer, programmer, engineer, supply-chain manager, everyone can write.

Start.

Then keep doing it.

Up your LinkedIn skills with 3 talks on LinkedIn Strategy

Paul Copcutt: LinkedIn -Where your sales and marketing meet

And also how can piñada and LinkedIn help to sell accounting services…

 

Become a LinkedIn Search Ninja

Spend 3 days to find valuable information on LinkedIn search.

Found it.

 

Social Selling by LinkedIn with LinkedIn

This lady kicks ass.

Very good video on social selling.

LinkedIn – Social Media 101

Everyone knows LinkedIn – yet not everybody use it to its full power (and I totally include myself in this “everybody”).

Linkedin has a lot of potential and here are some interesting tips I would suggest you  have a look at.

Some history & stats

Founded in Dec, 2002 (When Windows XP was still at the top of its hype)

Launched in May, 2003 (yes, you were a couple of years younger…)

Started as a place for people to upload their CV – with a slow growth rate of 20 users a day for a couple of month but eventually they reached a critical mass allowing them to rise enough money.

LinkedIn in the its early days

Pivotal to the the success of early LinkedIn was cofounder Reid Hoffman – who was on previously on the board of Google, Ebay and PayPal – he had the best CV for promising a good exit strategy for the young LinkedIn

Today LinkedIn is roughly 500 Millions users – with a reported 106M active user (around 20%).

In the latest historical milestones of the company – Microsoft has acquired LinkedIn in Dec, 2016

It gives some interesting perspective of integration.

Microsofts has a Cloud solution and a CRM solution as well as Skype and clearly own the world of corporate software, but so far nothing really has happen in terms of revolutions – so – we are waiting.

What to do on LinkedIn

People use Linked In to sell.

They either sell themselves (Job Market)

Or they sell their product, or service (Social Selling)

Or they sell their image (Branding).

It might change with time.

Maybe we will see more entertaining content, but for now, the general tendency is “Always be selling”.

 

LinkedIn and the Sales Cycle.

But before we go in there – we shall approach the sales cycle – to understand where LinkedIn can best help you.

  • Prospecting
    • You can use LinkedIn powerful search engine to harvest information about your market place – And are your potential clients
  • Approaching
    • Subtle approach : Simply go watch a profile – they will see you in their stats as people who saw their profile
    • Send them InMail (cold email)
    • Connect with them (better)
    • Use Groups to get known in your industry
    • Like the content they share
  • Qualifying
    • Use private messages
    • Use InMail
    • Call them
  • Presenting
    • Use Slideshare for pre-sales (Slideshare is now a part of Linkedin)
    • Use insights you have collected before to build your sales presentation
  • Handling Objections
    • Use pulse articles on topics
  • Closing
    • Chat in linkedin
  • Getting Referrals
    • Ask for referrals – and give referrals first

Searching

If you don’t know where to start you can check this article by LinkedIn on Search.

But honestly, it’s quite intuitive.

 

Optimise your Profile

  • Customise your public profile URL.
  • Add a LinkedIn background photo to your personal profile.
  • Double check your profile photo
  • Create a Profile Badge for your personal website or blog.
  • Optimise Links text for the blog/website links on your LinkedIn profile. (up to 3 – use them all)
  • Optimise your LinkedIn profile with SEO in mind
  • Write proper descriptions for your positions
  • Show work samples
  • Write articles
  • Add, remove, and rearrange entire sections of your profile.
  • Make use of “Saved Searches”
  • Skills – you have them – list them
  • Get testimonials
  • Languages – if you are into international business contact – you want to add multiple languages to your profile.
  • Public profile – double check how it looks

 

Company profile is following quite the same logic.

Publishing content

Use pulse and Slideshare

Pulse is like the internal article publish for LinkedIn.

Check this video if you don’t know how to do it.

But really, it is very similar to Medium or most content publishing platform.

The main issue is how to write content regularly

How to use groups

The title of this video is click-bait for sure, yet, it is a very good tutorial on how to use groups for marketing and sales on LinkedIn

So I suggest you find some time to watch it.

 

 

That’s it

I will probably update this blog post later.

Content is king

That’s not new.
That’s also not something people pay enough attention to.

Content is king for a reason.
Content is the expression of your knowledge.
Content is what help you communicate your brand.
Content is what define if you exist or not on the internet.
Content is what connect people with each other.
Content is what make your voice meaningful.
Content is what help you make a difference

For all these reasons and many others, content is king.

Creating content is what allow your audience to keep in touch with you.

Creating content allows your brand to be understood better.
When you are understood better, it is easier to trust you.

It is easier to find you relatable.

It is easier to build a relationship.

You stop being a stranger on the internet because people start to know who you are – because you created content.

They start to feel what you feel, they understand your point of view on the world.

They do not have to agree.
They do not have to care.

But if they want to, then you are here.

You made the first step.

Making the first step is always terrifying, because yes, it is terrifying to put yourself out there in front of everyone.

It is hard also for a company.

It is hard for a brand to decide to share its voice. But if companies don’t do it, they will never get through the noise to the heart of their customers, they will never touch their audience where it matters (and no, it is not their wallet).

You can make the best beer in the world, but if you don’t talk about it no one will know.

And if you just goes out and say “my beer is the best in world” no one will listen because “they all say that” so you have to think.

You have to be creative.

And yes, it is hard.

You have to dig deep into the soul of your brand, the “why” of you company, the manifesto of its existence.

Creating content is hard.
But it is worth it.

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What happens when people sign up for your stuff

 

So you have this book that you wrote.

This newsletter you so carefully crafted.

This course you designed with attention and love.

….

You are ready for launch.

The world is waiting for you ….

…. well ….

NOPE.

No one is waiting for you.

Not even the people who registered for (tick the right answer):

  • your newsletter
  • your course
  • your e-book.

 

— But they signed up, right?

— Right…

 

Let’s break down the psychology of this, do you mind?

 

giphy (3)

 

Someone was online. Saw your ad, read your blog post, stumbled upon your site on his/her lunch break, and got excited. Signed up. It’s free. The opportunity is here to be seized.

He knows if he doesn’t do it now, nearly no chance he gets back here. (Today’s internet is a crowded place and you don’t come back very often to places). So he likes what he just saw or read, and in the momentum of the excitement, he signed up.

The moment he signed up, the pressure go down. The panic feeling that “I might miss out on something awesome for free” just left him. He knows he is safe now. He signed up. He knows that from now on, you are the one who will remind him, run after him and he can decide later on if he really needs it.

 

giphy (2)

 

Signing up for free shit on the internet became a lot like binge shopping.

 

It looks good, so you take it now. You’ll see later if you need it.

 

However, on the other side, someone’s tripping.

YOU.

giphy (5)

You think you have a new fan.

When all you have is someone who got excited about your free stuff and fear he might miss out on something so he signed up just in case.

You haven’t sold him yet.

You just started the conversation with that guy or gal.

You have not yet bought him.

All the work is still upfront.

 

 

It’s like when a girl (or a guy) give you her (his) phone number.

You got the other side’s attention, and you have an opportunity to build up the relationship.

So, don’t blow it up by saying non-sense over the freaking phone when you call that number!!!

 

How do you know you’re doing it right?

Once you understand this fundamental principal that a signup is just the beginning, it then becomes clearer you need to monitor how the relationship is growing, 

 

You're email open rate.

 

If it’s a newsletter, you will need to see how often they opens it, do  they click the content in there, do they pay attention over time. From newsletter to newsletter, you need to gain their attention again again.

If it’s a course, they needs to come back week after week, day after day and make progress. If they don’t come back, you need to see when do they stop, was it the content? was it the design? do they all stop at this same point? Try a different format of content, a different topic, a different approach, improve your bugs, fix your design, become mobile-friendly. In short, make sure your users feels at home and enjoy…

Remember, you are dating your customers, so put on you’re best dress, and make the experience unforgettable. Or, if you prefer to go casual, that’s ok too, as long as it fits the expectation. Not every date needs to be in a 4-stars hotel, you can also go to a burger… just make sure it’s cool with the other side. Test, and iterate. Test and iterate. Again and again, until you build the right approach, the right relationship, with your audience.

Content and context

CONTENT IS THE KEY – as you long as you keep the content relevant to the conversation.

The moment your content is getting boring is the moment they loose interest, meaning you’re out of the game because there is no conversation anymore.

Being irrelevant is how you build a huge database of dead-meat emails disconnected from any reality on the ground.

dead horse

 

So before you get to this situation, segment your data properly, analyse how your users consume the content they signed up for, so you can adapt to keep the conversation relevant – to keep your content in context.

Because NOBODY CARES – unless you make them care.

So make them care, each and every freaking time as if it was the first time.

And for this, you need to care about them.