PET Design Leverages the Science of Persuasion, Emotion, and Trust

 3 Responses »
Aug 162011
 

What is PET Design?

PET DesignThanks to Sherryl Perry of Keep Up The Web for sharing a video on PET Design that I immediately jumped on because of my interest and background in Psychology, human behavior, and how it relates to business.

So what is PET Design? “Rooted in psychology, PET design uses research-based techniques to leverage the science of Persuasion, Emotion, and Trust to make websites more engaging, compelling, and effective. This innovative methodology complements classic usability, empowering companies to achieve their business goals.” (Source)

Designing around the user-experience just makes sense. After all, your end-user is your target market. It is well known that Emotions Drive Buying Decisions. How your target reacts to your content/messages has a direct effect on your bottom line. Will they make a purchase or not?

People like to do business with people they know, like, and trust. This is whole rationale behind relationship building, reputation management, and social media. So doesn’t it make sense to design your websites, marketing materials, advertisements, etc. around the user-experience to be persuasive, leverage emotion, and to increase your credibility by gaining your target market’s trust and loyalty?

PET Design is a scientific, research-based process that is beyond the scope and pocket books of many small business owners. BUT, the concept is in perfect alignment with what we, as small business owners, must be sure to do and that is establish relationships through social media, build trust by being transparent, interactive, and engaging, and Don’t Underestimate the Value of a Relationship.

Below is a video about PET design. It is on the long side, but because I am interested in the topic, it held my attention – a perfect example of the “end-user experience”.  What I find interesting and what holds my attention, might not be the same content that holds your attention. Now over to you. Do you agree that businesses need to take the end-user experience into account?

The Printing Industry Transformed

 19 Responses »
Oct 252010
 

This is part 2 of “Keeping up with Technology”

printing pressThe printing industry is just one example of an entire industry movement that is changing while keeping up with the development of new technologies. The printing revolution is centered on the trend away from hard-copy publications towards digital media mainly because of its inherent convenience. Newspaper circulation has decreased significantly, newspaper jobs have been lost, and many newspapers have gone out of business.

The Internet has totally changed the way we communicate and the way the public is informed, while compelling businesses to listen to the demands of the consumer. We now live in a consumer-driven business world where instant and easy access to information is not only what consumers want – but what they expect.

Some printing publications are charging a fee for content on their sites to compensate for loss of revenues.

“New York Times Chairman Arthur Sulzberger Jr. appears close to announcing that the paper will begin charging for access to its website, according to people familiar with internal deliberations. After a year of sometimes fraught debate inside the paper, the choice for some time has been between a Wall Street Journal-type pay wall and the metered system adopted by the Financial Times, in which readers can sample a certain number of free articles before being asked to subscribe. The Times seems to have settled on the metered system.” (Source)

Social media, E-Readers (Kindle, Nook and iPad), and blogging are becoming prominent resources for media consumption. New technologies will continue to emerge and enhance the way people communicate. With these new technologies, some doors of opportunity will open while others will close.

There is a hard-copy vs online battle driving the print industry revolution. Which side will prevail? Those companies that are changing their business and marketing models to keep up with the technology will be the winners.

The Emergence of Personalization with Cross Media Publishing Technologies and Processes

The proliferation of emerging technologies has dictated a re-birth of the printing industry. The printer’s role prior to this digital era was to put ink on paper. The printing companies that are successful today are the ones who realize that their role is to keep an eye on technological breakthroughs and evaluate how they can apply specifically to direct marketing strategies. It is no longer about applications, but rather about selling integrated marketing solutions. Having knowledge and experience ranging from traditional offset printing to the latest in personalization, QR code technology and social media has become a prerequisite for printers today.

New Technologies

QR CodeQR Codes are an advanced bar-code technology with the ability to store a large quantity of various types of information. The QR code combines our physical world with the digital world. The code can contain contact information, a little bit of text, or be programmed to direct anyone anywhere on the web. With the widespread use of smart phones and mobile technology, people are sharing their physical locations on sites like Foursquare, Facebook, and Gowalla. QR codes make this sharing even easier. For more information on QR codes, read QR Codes: Connecting the Online and Offline Worlds.

PURLS (personalized URLs) can be originated from email broadcasts or can combine direct mail with a personalized landing page. They are mini websites as well as powerful lead tracking and marketing tools. PURLS provide unique web addresses that are easily incorporated into any marketing campaign. Totally customizable and tailored for each recipient using variable texts and graphics, PURLS can provide an incentive to drive customers or potential customers to their personal URL by including special offers or discounts. Tracking of marketing campaigns is enhanced tremendously with the use of PURLS.

Variable Data Printing personalizes digital printing. It is a form of customized on-demand printing that does not stop or slow down the printing process. Variable data printing allows for mass customization of documents via digital print technology. Rather than printing 5000 copies of the same piece of marketing collateral, variable data printing produces 5000 unique documents with customized messages for each recipient.

Web-to-Print is a cost-effective, convenient, and reliable method of ordering marketing collateral online. It saves time, adds flexibility, and reduces waste by allowing a company’s sales staff to order exactly what they need in the correct quantities when they need it.

Savvy printing companies realize that by utilizing cross media publishing platforms, they are offering their clients personalized, customizable, interactive, measurable, and powerful marketing solutions.

Article first published as The Printing Industry Transformed on Technorati.

Don’t Underestimate the Value of a Relationship

 9 Responses »
Aug 272010
 

relationshipsAs consumers we are continually bombarded by ads, emails, mailers, and phone calls about the latest and greatest. How do we decide which ones to pay attention to and which ones to ignore?

In the same vein, how can the small business owner expect his/her marketing message and value proposition to stand out amongst the masses? The answer lies in using effective marketing techniques and differentiators in order to be as unique as possible. The higher the competition of a particular industry, the more difficult this becomes. One would be hard pressed to find many industries that are not saturated these days, unless it is a very unique and highly targeted business.

In addition to using creative and innovative messaging, small business owners should keep in mind the value of the relationships they build. The Internet and the use of social media have created a totally transparent society in that what one does and says is more often than not, broadcasted across the World Wide Web – especially if it is something negative. As the old adage states: “Bad news travels fast”. Reputation management has become an increasingly important area of concern for business owners – as it should be.

It is pretty much accepted by all that people like to do business with people they know. Think about it. How often do you ask people you know to refer you to a doctor, hair dresser, painter, or landscaper? How often do you hire someone to perform a service you need because you either know that person or know someone else who knows that person?

So, in the end, who gets the business? The person you know – either directly or through someone else. If you ask many self-employed folk how they found their first customers, you will find that most of them are from people they know.

Even in a world where technology is advancing at a rate close to the speed of light, basic principles of human nature and business prevail. Reputation and relationships matter.


Keeping up with the Social Media Revolution

 No Responses »
Jul 292010
 

changing timesUnless you have been living in a cave, you have heard of social networking sites like Facebook, Twitter, and LinkedIn. But have you realized how strong the impact these sites and others are having on the marketing, advertising, PR and communications functions of your small business?

Marketing has been turned upside down from one based on traditional methods to a reputation and consumer-driven perspective. Consumers are relying more and more on what others say about your brand rather than what you tell them. Purchase decisions are made based on perceptions from others who have a strong influence on the decision-maker. One unhappy customer's story can spread like wild fire over the many available Internet communication channels. Because of this trend towards empowered consumers, companies are compelled to give special attention to their reputation and customer service.

Traditional marketing focused on getting your message out to the masses as often as possible relying on repetition as a key in influencing consumer decision making. While this is still important, it is superseded by a brand's quality of engagement, perceived value and level of trust.

Perceived value is an extremely important part of this new age of social media influence. In social media marketing, freebies have become the norm. The onus of creating this perceived value is on the small business owner to give things or information away for free in an effort to build relationships, provide value, and prove that he or she is an expert in their specific field.

In addition, response time has taken on a whole new level of importance. Gone are the days of getting back to an unhappy customer when you have the chance. While you are tending to other pressing business matters, a disgruntled customer may be sharing a perceived negative experience with your company by sending out a tweet, posting a blog article or writing on a forum site. As a small business owner, you no longer have the luxury of waiting to respond to a complaint – you need to act quickly to manage your reputation and tend to any negative publicity you might be faced with in the world of social networking.

Even in light of the changes in the business world today, this is not to say that traditional marketing methods are no longer effective. What it does mean is that the power of social media, both the positive and the negative, is a force to be reckoned with and should not be ignored by any business owner. Knowing the influence your reputation, customer service and perceived value has will put you in the driver’s seat when it comes to marketing your small business.

Capitalize on the positives and manage the negative effects of social media marketing to position your brand in the most favorable light.

How to React to Nasty Comments on Social Sites

 6 Responses »
Jul 222010
 

nastyPeople come in all different sizes and shapes. They also come with different levels of maturity, professionalism and tact. As a matter of fact, some people have NO tact, are totally unprofessional and have no problem broadcasting their character on the social web.

So what do you do when you meet up with such a person on a social networking site? Well, that depends. If you want to be viewed by others as immature and unprofessional then you can respond in like to their comments. However, if you would like to maintain a level of professionalism, that would not be a good idea.

The first thing to do is sit back, take a deep breath and DON'T write anything immediately. If you do, your response will more than likely fall in the category of a "reaction" which is emotionally-based and not thought-out. If you are a small business owner, remember that anything you "say" on the social web is a reflection of your brand and your reputation.

I prefer to take the high road and behave in a professional manner – which is what I just did when faced very recently with a really nasty comment on a social networking site. This particular person attacked my character because she didn’t agree with what I wrote or the video I posted. Will this person come back at me with both barrels? Perhaps – only time will tell. But as long as I know that I am responding in what I refer to as a professional, mature manner, there is nothing else I can do. In life, we can’t control what others do or how they behave; we can only control our own behaviors and reactions.

Have you been faced with a similar situation? How did you handle it?

The Proof is in the Pudding

 4 Responses »
Jun 252010
 

puddingSocial networking works. Period! If you participate in social networking groups you will benefit in one way or another. If you are engaging with others in your industry, networking sites like Linkedin are a great source of idea sharing and learning.

Connections you make might not always immediately lead to increasing your bottom line, but the knowledge you can gain is invaluable. The relationships you make on social networking sites can and will lead to referrals. People like to do business with people they know and trust. 

The more people you know, the more likely you will be referred to potential customers.  It is not always easy to keep up with all the networking opportunities and discussions going on so we have to be selective and use our time wisely. When something pops up that attracts our attention, we should jump into the conversation and participate. 

One such conversation about web hosts was started recently on Linkedin. I have been having "issues" with my web host and was very grateful for the opinions and suggestions offered to me and others on this particular post. The conversation was so insightful and valuable that it inspired Sherryl Perry, who started the conversation, to write a very helpful blog post for anyone who is interested in what things they should consider when choosing a web host. Read Is Website Hosting More than Just a Server? for some great insights to what things you should consider before choosing or moving to another website host.

To Automate or Not – That is the Question

 2 Responses »
Jun 172010
 

social botWhen it comes to social media automation, there are many automating options to choose from. How do you decide which ones are the best for you to use? Is saving time your goal?

Are you saving time at the expense of the quality of the relationships you are trying to develop in the social media sphere?

There are many things to take into consideration when making your decision. Mike Clough in The Value of Social Media Bots discusses his own personal experience and opinion with various social media bots as well as the pros and cons of each.

What are your thoughts and experiences with social media automation tools? Inquiring minds want to know.

Reas Mike’s full article here.

Small Business Owners: Are you in the Dark?

 5 Responses »
May 092010
 

dark agesAre you a small business owner who has been running a successful business for decades relying on your good reputation, word-of-mouth advertising and traditional marketing campaigns? If so, then that is great, but are you finding that even though your current marketing strategies are working and your reputation is creating customer loyalty and even bringing in new customers, that you might be living in the dark ages when it comes to the Internet?

Many small business owners have enjoyed success by relying on the same marketing methods that have continued to bring their business growth. They have spent years building up a great reputation and reap the rewards by seeing increased revenues. But oftentimes they have not made any updates to their website, if they even have one, and might find that the new guy on the block is starting to get a larger share of the customer base. Why might this happen? The new guy knows that the Internet is here and it is here to stay. He also recognizes the power the Internet has in the purchasing process.

Product purchases in particular, are more often than not, made only after the consumer does research on the web to see what their purchase options are, what others say about their potential purchase, price variations, and other variables that are taken into consideration before most of us buy anything. From cell phones to automobiles, most consumers make good use of all the available information on the Internet to make themselves more educated consumers. If the small business owner doesn't have an Internet presence, it is highly likely that his/her company will be overlooked. You have to be in the game to play the game.

Having an Internet presence is even more important when it comes to search. If you either don't have a website or it is not optimized for search, you will not even be in the running for potential new customers who are using search options to help them make their final purchase decision. This is not to say that you should discontinue what you have been doing with your marketing. If it is working and isn’t broken, don’t fix it BUT you can and should make some enhancements. These enhancements revolve around using the Internet to help market your business.

In addition to making sure you have a website that it is updated and optimized for search, you will want to utilize some form of social media marketing in your efforts. Social media is the new way to build your brand and reputation online. It’s a great, low cost marketing tool with a huge potential. To NOT make use of its benefits and advantages, would be doing a huge disservice to your business.

Small business owners are already plagued with trying to find enough hours in the day to get their current workload done, so it might be overwhelming to even think about adding yet another “thing” to do. But do not worry.

You don’t have to do it all and you don’t have to do it all at once. Take baby steps. Check out what your competitors are doing and which networking platforms they are hanging out on. Keep in mind that every business has different needs, every business owner has different time restrictions, and that there is no one right way to conduct social media marketing. It is for you to investigate, analyze and evaluate which techniques and platforms will be the best for your specific situation. Don’t forget while you are entering the huge World Wide Web, that there are other simple actions you can take to increase your online presence such as making sure your website is listed in Google, Yahoo & MSN as a basic minimum. Remember, if your competitors are listed, you want to be listed too.

For a basic video introduction to marketing, go to Small Business meet the Internet.

Social Media Cues: It Might Not be Personal

 5 Responses »
Apr 302010
 

angryHave you ever walked up to a cash register in a store and been met by an obviously unhappy employee? Have you ever walked into your boss' office and been greeted with a snarl? Have you ever called your friend on the phone and been perplexed by their obviously annoyed demeanor? Have you ever been home minding your own business when your daughter storms into the house and slams her bedroom door in your face?

I am sure you have all experienced at least one – if not all – of the above scenarios. Do you assume that you did something to make the other person angry? Perhaps "yes" at times and perhaps "no" at other times.

Seth Godin in David Byrne is angry with me talks about running into David – a man he is a big fan of and has run into before – and being snubbed by him. Seth's first reaction was to assume that David was angry with him but then realized that not only is David not angry with him, he more than likely doesn't even remember him. Seth says "In a digital age, our cues for social or marketing missteps might be mistuned. Sometimes, believe it or not, it's not (always) about us."

He makes a good point. It isn't always about you. As a matter of fact, it is almost arrogant to assume that you have that much of an impact on someone else :)

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