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People don’t buy what you do – they buy why you do it.

9 Nov

I’m sorry – I should have told you about this ages ago.

Because it has the power to change entirely the way you want the world to see you.

If you run a business – in fact if you’re selling anything; a political message, poetry, a marriage proposal or your gardening skills – I implore you to set aside 18 minutes of your life to look at this talk by Simon Sinek, the slightly awkward but brilliant author of Start With Why.

These 18 magical, powerful, inspiring minutes get right to the nub of why some of us succeed in our communications and some of us fail.

Leaders, Sinek says, don’t start by telling you what they are doing, or how they are doing it. No, whether they are Martin Luther-King, Apple’s Steve Jobs or the Wright Brothers, they begin by telling you why they are doing it.

What does this mean for brands and how they position themselves in the marketplace?

It means this:

You should be communicating about what you are, not what you sell.

Or as Sinek so eloquently puts it:

“People don’t buy what you do, they buy why you do it”.

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Five reasons why you should follow me on Twitter (and so should your friends)

8 Nov

1. You’re interested in the media, old and new, and that’s what I tweet about (most of the time)

2. I won’t automatically follow you back but you can bet your behind I’ll peruse your profile and if I like what I see, I’ll follow you back or at least observe you for a while before deciding whether I’m interested

3. I follow fewer than 300 people but they are some of the most thoughtful, engaging and entertaining thinkers in and around the media, whether they’re traditional journalists, politicians, bloggers or waspish commentators. I spend a lot of my time consuming and sharing their content, spreading their wisdom, passing on their jokes, retweeting their scurrilous gossip – and that will interest, educate and aid you. And when you share it, people will be interested in you.

4. I have only 343 followers but they are an active, infuential and engaged group. I have conversations with many of them and ignore none. Most are interested in what I say or spread – they read my tweets and I read theirs. It’s a community that contains some very talented well-followed individuals, like US marketing bloggers Mitch Joel, Mark Schaefer, Trey Pennington and Guy Kawasaki, like McDonald’s head of social media Rick Wion and like Amber Naslund, VP of social strategy at world-leading social media monitoring firm Radian6. So if I retweet your tweets and spread your content, you will reach my audience, my influential community. You could be part of that community today.

5. I’ll pay you. Okay, that’s not true. Nonetheless, click here to find me on Twitter and hit ‘follow’. It could be the start of something special. And if you like what you’ve read here, or think someone in your community might find it useful, hit the retweet button below.

The most important ROI blog this year

21 Sep

Hours after blogging on social media return on investment (R.O.I.) last week, one of the most important blogs any of us have read on that topic popped into glorious existence.

Marketer Olivier Blanchard, who I mentioned in that blog, made a blistering attack on a story that had been doing the rounds on Mashable about McDonalds.  (*Pats himself on the back for precience but curses the relative inadequacy of his own offerings*)

I’ll post a link to Olivier’s blog in a second – but heres a VERY quick summary:

STEP 1: McDonald’s ‘social media director’ Rick Wion claims a Foursquare promotion by the burger chain increased footfall across America by 33%.

STEP 2: Mashable runs the story (allegedly) without questioning the improbable claim.

STEP 3: Olivier delivers a devastating wake up call to one of the world’s biggest, most famous brands. The searing anger at what he clearly views as an affront to his trade is palpable.

STEP 4. McDonald’s whimpers quietly

Anyway, I won’t spoil your fun – read the post, the update below it and, if you’ve got 10 more minutes, it’s well worth reading the lively debate below in the comments. I promise you’ll learn something.

If you’re not interested by all this social media blah, read the post anyway because it’s bloody entertaining.

And if you’re interested in the R.O.I. of social media, print it, frame it and put it on your office wall.

Here’s the link again – just in case you missed it. And here it is again – to make doubly sure you read it.

Enjoy!

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