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Archive for August, 2010

4 P’s for Inbound Marketing

Sunday, August 1st, 2010

In Marketing 101 we are taught the four Ps of “traditional” outbound marketing (product, price, place, promotion). What you have defined here are the four Ps of inbound marketing —

1. Profiles (directories, social networks)
2. Publishing (articles, optimized press releases, etc.)
3. Participation (in blogs, forums, social networks)
4. Publishing (great, multi-media content).

And yes, I know Publishing is in there twice, but it’s that important. Inbound marketing comes down to continually publishing great content.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/4334/Did-You-Graduate-From-Link-Building-High-School-Yet.aspx#ixzz0rbhepzxl

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Writing for the Web

Sunday, August 1st, 2010

Writing for the Web by Jakob Nielsen (www.sun.com)

You can double the usability of your web site by following these guidelines: for two sample sites studied in Sun’s Science Office, we improved measured usability by 159% and 124% by rewriting the content according to the guidelines.

Writing for the Web is very different from writing for print:

1. 79% of users scan the page instead of reading word-for-word
2. Reading from computer screens is 25% slower than from paper
3. Web content should have 50% of the word count of its paper equivalent

That is some significant improvement. If you finished this article, then it worked. Contact us to learn more, 602-334-5287 or aaron@buzzmouth.com.

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Tactical Review: Short Message Service (SMS)

Sunday, August 1st, 2010

Short Message Service (SMS) is a quick and simple way to communicate short messages via mobile phones, handheld devices, and increasingly even landline telephones.   Commonly known as text messages, SMSes, or even texts the practice has spread rapidly throughout the world, evident by the fact that 500 billion such messages were sent in the last year alone.  The practice has its popularity due in great part to its convenience and cost effectiveness.  For example, a typical text message placed in the US at USD 0.05 per message is priced at just 10 to 20% that of a voice call.  Such savings have made it the most popular form of communication in many countries, and the practice is quickly gaining in popularity in the United States as well.

This quick rise in American’s usage of SMS is due in part to the publicity the practice received through television shows like The American Idol, where viewers ‘texted’ their votes in for their favorite singer.  This initial exposure gave many Americans their first taste of the convenience and ease of use with SMS.

Texting involves using the keypad on a telephone or other device to spell out letters and then words.  Then when a message is completed the writer sends the message, much like an instant message or e-mail to the recipient. While some devices now have actual qwerty keyboards the vast majority of SMS capable devices and telephones simply use the 12 key numerical keypad (0-9 plus * and #).  By pressing a certain key in quick succession different letters are made.  For example, pressing the ‘1’ key once produces the letter ‘a’.  Pressing it twice gives the letter ‘b’, while three times gives ‘c’.  The other numbers (2-9) work the same way while the other keys (*, 0, and #) are usually reserved for creating spaces and punctuation.  While texting does require a bit of initial practice, within a few minutes users are able to quickly spell out and send short messages.

Most SMS services such as those transmitted to a telephone, have a limit as to how many characters can be transmitted per message. This number can vary from service to service, however many allow for 140 or 160 characters.  This limitation has caused users to develop what has become known as Txt Speak.  These are a set of commonly used abbreviations and word substitutes that not only reduce the number of characters necessary for conveying a word or message, but also make SMSing or Text Messaging an even faster and more convenient process.  For example, the number ‘4’ is commonly used to replace the word ‘for’, and ‘gr8’ replaces the word ‘great’.  Some individuals also choose to omit spaces between words by using capital letters instead, such as ‘TextingIsFun’ instead of ‘Texting is fun’.  A relatively new phenomenon that many texting devices are now incorporating is Predictive text software. This gives your phone the technology to anticipate what word you are going to write even before you finish writing, drastically reducing the time it takes for you to text messages.  For example, you may type the letters ‘ste’ and the software, which is built into the device, will have predicted the word ‘stereo’ for you.

SMS is a technology whose convenience and cost effectiveness have already made it an integral part of communication in many countries.  In recent years, it has been more widely publicized in the United States and as a consequence its popularity is increasing quickly.  This growth is not surprising, however, due to the many benefits that Short Message Service (SMS) brings to communication.

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The 12 Languages of the Mind

Sunday, August 1st, 2010

Portals & The 12 Languages of the Mind as appeared in the Bugle Beagle by Wizard Academy
How to Attract and Hold Attention Through Visual Display

Portals help us move from one state of consciousness to another.
Portals create intrigue in paintings, photographs, literature and movies.
Portals say, “Come on in. Stay awhile.”

We’re teaching you about portals because customers prefer to spend their time in places where there’s more to explore, the lure of discovery, a promise of adventure. Do you offer these things? In your store, your offices, your landscaping?

Go to the mall and you’ll see that most of the stores have no entry portal, no doorway. They stand wide open, naked, with nothing hidden or obscured. This makes it easy for you to wander into them and just as easy to wander out. Stores without doors see a lot of traffic with low curiosity and no commitment.

A door creates a threshold barrier, but once you’ve passed through it you’re insulated from the world you left outside.

Customers spend more time in stores with doors.

A signal received in one language of the mind can reinforce, or contradict, a signal received in another. Signal reinforcement deepens perception. Signal contradiction elevates interest.

There are 12 languages of the mind that supply the components of concrete, analytical thought. It is these 12 languages that enable our perceptual realities.

  1. Shape – angles send a different message than curves.
  2. Numbers – a language of relativity. Many or few?
  3. Phonemes – sounds represented by letters of the alphabet.
  4. Color – often combined with shape and radiance.
  5. Proximity – near/far, large/small, left/right, up/down, etc.
  6. Music – any sound that isn’t a phoneme.
  7. Radiance – energy sent outward or sucked inward.
  8. Motion – fast/slow
  9. Symbols – messages with secondary meaning.
  10. Taste – tongues do it.
  11. Feel – skin and muscles do it.
  12. Smell – noses do it.

Control the signals and you control the perceptions.

Control the perceptions and you control the conclusions.

Control the conclusions and persuasion is accomplished.

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Facebook – Like Us or Become a Fan?

Sunday, August 1st, 2010

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