Tweet, Tweetboy, Tweet

Anybody who’s ever participated seriously in an endurance sport such as running or cycling has probably experienced “hitting the wall”. It’s a term that’s commonly used to describe the devastating feelings of fatigue and confusion that can occur in the final stages of a race.

Lately, I’ve started noticing a trend with Twitter that can be likened to “hitting the wall”. A point at which a user feels confused, or even disillusioned with it’s value. At this stage their volume of Tweets decreases, often going days without sending any at all. They stop following anybody new, and nobody follows them back in return. Many people who hit the “Twitter wall” slowly disappear from the platform altogether.
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Let the Games Begin

Originally released in 2003, The Call of Duty video game series has become one of the most popular and profitable ever released. The latest episode in the saga “Black Ops” raked in more than $650M worldwide within just five days of going on sale, making it the fastest selling video game of all time.

Players simply can’t get enough – latest statistics show over 600 million hours of gaming time has been logged on Black Ops since its launch in November 2010. Every day, thousands of fans compete on-line for badges, improved firepower, XP (eXperience Points) and coveted ranks of honour.

Outside of the video game industry, you don’t have to look very far to see “players” competing for points and rewards. Take Facebook for example; ever noticed how close your number of friends (aka “high score”) is displayed in relation to your profile name?
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Dragon’s Blood

This is the shower gel I used this morning. Dragon’s blood?! It came as a sample, bundled in with a bunch of other stuff I ordered from an on-line store. Amongst the products I was expecting, it was the one that caught my eye. I had to give it a go.

How interesting or compelling is your offering? Are you selling “a spicy blend of dragon’s blood and ginger” or are you simply pushing boring old “shower gel”? Granted, there is a place for shower gel, but that place is painfully crowded – traditional or “safe” shower gel manufacturers have to resort to price to compete. Without even looking, something tells me the retail price of this captivating body wash isn’t rock bottom.

Of course the whole thing breaks down if the product is less than awesome. Dragon’s Blood thankfully rocked. I’ll be ordering some.

Same Ingredients. Better Results.

With the abundance of cooking programs now gracing our TV screens, have you ever noticed how using the same ingredients, one chef can create an awe-inspiring dish, yet another creates something ordinary?

In today’s world, we are blessed with many of the same ingredients; the telephone, e-mail, Facebook, Twitter, Blogs, Google … Yet, isn’t it amazing how some do so well, yet some fail miserably?
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Alleyway Sex

Through my consulting work with a number of clients, I’ve started to notice a very common trap which many of them are falling into.

Technology firms, whether vendors, resellers, or systems integrators tend to have numerous product offerings. They want to market these offerings in the best way possible, however the common trend is to market each product, in an unstructured way which varies from month to month.

For example, in January an e-Shot is sent talking about product one, in March some telemarketing occurs on product two, and in May an event is run on product three. It’s a bit like a one night stand, or a quick fumble in an alleyway – the customer is hit with various products at various times, with zero consistency. Each product does something different; the company pushes mixed, confusing messages. There is no central theme or strategy which underpins the campaign – its pure hit and hope.
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Theme without the Park

A good friend once told me that to be effective, any marketing message should be written in a way that an intelligent 12 year old can understand.

Spending the majority of my working life in the software world, it’s common for me to witness technologists promoting products in techno geek speak – language which nobody understands but them.

Think about how you market your product or service. Can you summarise it within 20 seconds? Is it clear enough for your young niece or nephew to understand? Do you promote it in a creative manner, or are using the same tired techniques all your competitors are?
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