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Sunday, 23 November 2008
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그들이사는세상
오랜만에 다시 인터넷으로 한국드라마를 본다...
일은 1위로 생각하고 지신은 2위로 , 작하고 친절한 지오...
그리고 처음부터 자기는 먼저 생각하고 다른 사람은 2번째로, 순진하고 "쉬운" 준영...
사랑이라는 건 각각 마음에 있는 방식으로 연역하며...
Tuesday, 25 March 2008
Saturday, 02 February 2008
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The Guerrilla Marketing Revolution - Precision persuasion of the unconscious mind
By Jay Conrad Levinson & Paul R. J. Hanley, Piatkus Books Ltd
1. Why Market to the Unconscious Mind?
l The brain uses images to help the conscious mind understand
l The unconscious mind is much smarter than the conscious mind
l The unconscious mind controls your internal dialogue
l The unconscious mind can understand and link multiple messages
l The unconscious mind makes a decisions before consulting the conscious
2. Appeal to your prospects’ unconscious
l Words as a marketing tool
i. Surface and deep structures
l The visual, auditory and kinesthetic systems
ii. Visual states
iii. Auditory state
iv. Kinesthetic state
v. “A prospect cannot make a purchasing decision until they have experienced a kinesthetic sensation regarding the time after the purchase.”
l Make buyers fell better
vi. It reduces buyer’s remorse
vii. It can inoculate against objections
l Do you really understand what you are marketing?
viii. “You are not marketing products. You are not marketing services. You are not marketing your organization. You are selling feelings.”
l Smart, low-cost marketing – building a brand (the story of lollipops to clubbers)
l Marketing to the masses
l Remembering clients’ representational systems
3. Language as a tool
l The Meta and Milton Model
n The Meta Model
n The Milton Model
l Presupposition – The quickest, easiest and most effective means of persuading the unconscious mind, when used by a skilled communicator.
i. Subordinate clauses of time – when, while, as, during, before
ii. Or
iii. Ordinal numerals – first, second, another
iv. Awareness predicates – realize, notice, know
v. Change of time verbs and adverbs – continue, still, already, begin, stop
vi. Adverbs and adjectives – easily , deeply
vii. Commentary adjectives and adverbs – fortunately, luckily, happily
viii. Combining presuppositions
l Deletion
l Ambiguity
l Embedded commands
l “I don’t know if you want to work with us. Now, it would be cheeky of me to claim you should work with us. Today, I can tell you that companies who work with us become rapidly profitable.”
4. Precision persuasion
l Using “pain” in traditional sales and marketing methods
l Offering positive solutions
“Identifying a pain, expanding on the pain, and the offering a solution is not good marketing. There is an easier, more efficient and more responsible way”. Does it really work?
l Overcoming objections
i. Powerful questions
ii. Inoculating against objections
5. New guerrilla marketing memory strategy
l repetition as a marketing weapon
l using anchors
l using reinforcement
i. intensity
ii. distinctiveness
iii. timing
l combining memes with anchors
6. writing for the unconscious mind
l golden ratio
l essential points to cover in mailings
i. headline
1. questions work well
2. arousing intrigue
3. offering solution
4. detailing an advantage
5. announcing some important news
6. borrowing for other headlines
ii. benefits
iii. risk reversal
iv. P.S.
l Using written anchors and triggers
v. Develop state that you wish to recreate later
vi. As the state is increasing in intensity, set the anchor
vii. Allow the state to subside
viii. Trigger the anchor
7. Congruence and your marketing identity
l your marketing identity
l working for the client
i. only contract clients when you have something new to say
ii. make it easy for your client to do business with you
iii. stress your USP in everything you do
iv. employ complete and total honesty
v. understand and address customers’ needs
vi. recognize who your customers are
vii. be consistent and predictable in your marketing
viii. use precision persuasion
8. Make marketing success a habit
l Patience
l Commitment
l Staying with a marketing campaign
l Consistency
l Predictability
l Simple
l Aggressive
l Taking Action
l Using language
l Learning
l Model
l Using change
l Maintaining focus
l Presenting gifts
l Creating profit
9. Act like a child
l children are persistent
l children ask questions – lots of questions
l children refuse to be restricted by the realities of others
l children have very active imaginations
“you can be just as imaginative as anyone else on Earth.”
l Children rarely accept “no” as a final answer
l Children enjoy learning
l Children love to be the first to talk about something new
l Children try to make everything fun
l Children talk until they believe they’re understand
10. New weapons for your arsenal
l focus on the unconscious mind
l congruence
l representational systems
l language patterns
l risk reversal
l headlines
l velocity
l The Golden Ratio
l P.S.
l Live chat interaction
l Avatars
l Modeling excellence
l Positive outcome stance
l Accepting multiple currencies
l Business automation software
l Taxi adverting
l Customer feedback committees
l Virtual office
l Upgrades and add-ons
l Anchors and triggers
l Inoculation
l SMS text messaging
l Website content management
l Ego-free website
l 100 per cent opt-in list
11. The future of guerrilla marketing
l the simplicity of marketing
i. communications expertise
ii. clearly present
iii. In a positive manner
iv. focused audience
Friday, 11 January 2008
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"Your Attention, Please "
“Your Attention, Please –
how to appeal to today’s distracted, disinterested, disengaged, disenchanted, and busy customers”, by Paul B. Brown and Alison Davis, Adams Media
What’s the Problem?
- Stuffed with information and starved for attention – The reason people aren’t engaged in your communication: “a wealth of information creates a poverty of attention.”
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A compelling strategy for getting attention
- Focus on “you” – They key principle of getting and holding attention is to focus on the audience – to help audience members solve a problem, meet a need, and answer a question that they have.
n Focus on what your audience needs and wants to know(leaving your own ego at the door)
n Provide enough information to make your communication useful, but not so much that you overwhelm the audience.
- Love your audience – Your target may be unlike you in every way. But if understand those differences – and embrace them – you will be successful at connecting with the very people you are trying to reach.
n Get to know your audience – individually, not just as a group. Create a character sketch. Do focus groups. Read the written answers on marketing surveys. You won’t connect with your audience if you only see them as bunch of statistics. (Would you go out with someone who only judged you on your measurement?)
n Find out what your audience really cares about.
n Accept your audience for who they are – warts and all – and communicate based on unconditional love
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Techniques to grab and hold people’s attention
- Create a high concept – smart communication in Hollywood, on Madison Avenue, and in our nation’s capital make their messages laser- focused to successfully capture people’s attention.
n Say it quickly, simply, and so that your audience members know what’s in it for them.
n Don’t try to say too much or you may risk losing your audience’s attention.
n Remember this phrase: “What is the one thing I need the audience to know or believe or do?”
- Fill in the blanks
n Avoid abstractions and vague concepts.
n Appeal to the senses by using specific descriptions to help your audience connect by seeing, hearing, smelling, tasting, and touching
n Don’t be afraid to make your communication just a little longer (if you absolutely must) to make it more tangible.
- Tell a story
n Use real (if necessary, disguised) or even fictional characters to jump-start your communication and draw in audience.
n Remember that your story needs to have a plot – something has to happen, or to be poised to happen, otherwise your story is not a story.
n Be aware of all examples of story around you, and analyze what makes them so compelling: from the middle column of the Wall Street Journal’s front page, to video games, to adverting, there are great stories going on everywhere.
- Provide easy navigation
n Make your communication easy to navigate, giving your audience control of experience.
n Don’t use long blocks of narrative text – it will seem to your audience like too much work and too much of a commitment.
n Look at USA Today for inspiration; emulate the way the newspaper organizes content and make it accessible.
n Employ all 7 elements of navigation: contents, summary, inverted pyramid, headlines, subheads/break heads, sidebars and bullets.
n Use checklists like this one.
- Make it visual
n Use visuals to convey your message at a glance
n Don’t use just pictures. Visuals include using different types of typography as well.
n Keep it simple. The whole idea is to make it quick and easy for your audience to grasp what you’re trying to get across.
n Express yourself in living color. Color has (often subconscious) emotional associations. It adds impact without extra words.
- Stay short and sweet
n Be as brief as possible. Ask yourself, “Could I say this even more directly, with fewer words?”
n Help your audience understand the content. Make things simple. Explain and define what they might not instantly understand.
n Be yourself. The audience doesn’t want an impersonal communication; they want to feel like they’re hearing from a living, breathing, imperfect human being.
- Write a recipe
n Provide your audience with how-to information that will help them do their jobs better or make their lives easier.
n Use tips when the information ou want to convoy is short, simple and bit-sized
n Create instructions when you need to be more specific about what people should do.
n Write recipes when the greatest level of precision is required.
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Putting ideas into practice
- Learn by example
n The 7 Deadly Sins of Poor Communication
u Make it all about “me”
u Try to cover too much
u Use complicated, abstract concepts
u Lose the hum element
u Create a dense thicket of impenetrable information
u Go on too long
u Lecture and hector
- Sell the new approach
n Buy extra copies of this book and give them to people (find your target object)
n Use best- practice examples to persuade
n Provide evidence to make your case
n Make a persuasive pitch
Monday, 07 January 2008
Sunday, 06 January 2008
Friday, 28 December 2007
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Juicing the Orange - How to turn creativity into Powerful business Advantage
Juicing the Orange - How to turn creativity into Powerful business Advantage,
By Pat Fallon & Fred Senn, Harvard Business School Press
l Redefining Creativity in today’s marketing environment
n The seven principles of creative leverage
u Always start from scratch
u Demand a ruthlessly simple definition of the business problem
u Discover a proprietary emotion
u Focus on the size of the idea, not the size of the budget
u Collaborate or perish
u Listen hard to your customers (than listen some more)
l Outpacing the commoditization of your brand - how the right emotional connection freed Citibank from the Community Trap
n When creative leverage works, there’s a strategic breakthrough; you discover something about the target market that is new territory. The big-lesson is that you’ve got to be relentless in your interrogation of the target market until you find this proprietary advantage. Light bulbs don’t go on until the house is wired right.
l Fighting for your brand’s voice – How United Airlines stayed connected with its core customers through multiple crises
n Fighting off bankruptcy was an all-consuming task, and it would have been easy to resist attempts to be creative in marketing and instead find salvation in cost-cutting, organizational streamlining, and other operational gymnastics. But it is important to find a way to spark that engagement by first discovering an emotional truth, then using a visual art form to bring that to life.
l Establishing and Leveraging a category advantage – How a catchphrase captured the category for Holiday Inn Express
n One of the goals of marketing communications it to make the consumer, and by extension the culture, your ally. What else besides creativity can do this for you? Increase media spending can make your voice louder in the marketplace, but can’t force people to listen. Only a campaign that makes a genuine human connection with the audience can invite the consumer to participate in your message.
l Overcoming a serious brand problem – How Skoka UK rescued its brand public ridicule
n Joining in national joke was not easy, but the lesson here is not the moment when the campaign launched. It taught us that courage is a process not an event. There were risks at every step in the development of campaign and many opportunities to back down.
l Reviving a mature consumer brand – How a Relic from the Corporate attic revived Lee Jeans
n Seeking out strategic risks means more than making risk palatable. For creative leverage to thrive you need to create an internal culture where teams are allowed to act on their passion for an idea, even while people internally raised their doubts about your faith, the team never wavered pumping itself up for a championship game.
l Reenergizing a mature business brand – How EDS emerged from B2B brand quality
n When we pitch a new client, we’re always comforted to see someone who has experience championing big marketing ideas that paid off. Just as a sports team needs a handful of players who have been to the play-offs, a marketing team needs members who understand the hard work and commitment it takes to make the most of an idea.
l Choosing the best media for the message – How BMW reached drivers on their own turf –the Internet & Marketing a network of business under one brand – How the Islands of the Bahamas reorganized as a Brandable destination
n Collaboration will become increasingly importantly important, as different disciplines are forced to work together. The challenge for creative marketers will be to find those touch points between a brand’s identity and the consumer’s experience of that brand. Our connection planners take us beyond the well-worn path of conventional media. But their new directions require greater flexibility, nimbleness, and courage as we get father and farther outside our won comfort zone of traditional media.
l Rethinking customer engagement – Why share of market no longer depends on share of voices
n The lines begin to blur between conventional advertising methods and the border canvas we face today. It is more than that campaign transcended traditional advertising. The unifying theme is that that the job was bigger than the budget. As necessity forces marketers to be more creative, the emphasis will shift even more to the quality of the idea and not the budget. Share of market no longer depends on the share of voice.
l The future of creative leverage
n Creativity will be an increasingly essential business tool
n You can’t buy creativity, but you can unlock it
n Creativity is not an easy path to walk but the rewards are worth it.
Saturday, 22 December 2007
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The 22 Immutable Laws of Marketing in Asia
By Al Ries, Jack Trout & Pail Temporal, 2003 Wiley
l The Law of Leadership – It’s better to be the first than it is to be better.
l The Law of the Category – If you can’t be the first in a category change the nature of the category or set up a new category you can be first in.
l The Law of the Ladder – The strategy to use depends on which rung you occupy on the ladder.
l The Law of Duality – In the long run, every market becomes a two-horse race.
l The Law of the Mind and Perception – Marketing is not a battle of products, it’s a battle of perceptions; and sometimes it’s better to be first in the mind than to be first in the marketplace.
l The Law of Focus – The most powerful concept in marketing is owning a word in the prospect’s mind.
l The Law of Extension – There’s an irresistible pressure to extend the equity of the brand
l The Law Exclusivity and Superiority – Owning a superior position in the consumer’s mind is vital; marketing is a continuous search for exclusivity.
l The Law of Division – Over time, a category will divide and become two or more categories.
l The Law of the Heart (Emotion) – Marketing strategies without emotion will not work.
l The Law of Attributes – When you have to focus on attributes, for every one of them, there is an opposite an effective attribute.
l The Law of Candor – When you admit a negative, the prospect will give you a positive.
l The Law of Sacrifice – You have to give something up in order to get something.
l The Law of Success – Success often leads to arrogance, and arrogance to failure.
l The Law of Failure – Failure is to be expected and accepted.
l The Law of Unpredictability – Unless you write your competitors’ plans, you can’t predict the future.
l The Law of Hype – The situation is often the opposite of the way it appears in the press.
l The Law of Acceleration – Successful programs are not built on fads, they’re built on trends.
l The Law of Perspective – Marketing effects take place over an extended period of time.
l The Law of the Opposite – If you’ re shooting for second place, your strategy is determined by the leader.
l The Law of Origin – Where brands come from is often more important than how good they are.
l The Law of Recourses – Without adequate funding and expertise an idea won’t get off the ground, and a brand cannot be built.
Sunday, 09 December 2007
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“Design – Innovate, differentiate and communicate” by Tom Peters
Chapter 1 – Design: the “Soul” of new enterprise
Chapter 2 – Beautiful Systems: Design’s Long Coattails
Chapter 3 – Design in Action: Providing Memorable Experiences
Chapter 4 – Experiences-Plus: Embracing the “Dream business”
Chapter 5 – At the Summit of Design: Branding from the Heart
Chapter 3 – Design in Action: Providing Memorable Experiences
Thinks of cakes through four generations:
1940: the raw-materials economy…
Grandma spends a buck or so to buy flour, sugar, and other “raw materials” (okay, flour and sugar are both industrial processed goods 0but you know what I mean.) using those raw materials, Grandma produces a birthday cake. (US$1)
1955: The goods economy…
Ma goes down to the local Albertsons, spends a couple of bucks, and makes the cake from a packaged industrial good… Betty Crocker cake mix. (US$2)
1970: The service economy…
Bakeries are available to ordinary folks, not just the rich and super-rich. So Mom heads to the bakery at birthday time and shells out $10 for a professionally baked cake. (US$10)
1990: The experience economy…
Dad is in charge of the kid’s birthday now. And the kid lays down the law: “I’m having a part, Dad. It’s going to be at Chuck E. cheese, and I’m bringing may pals.” Dad obliges, and forks over a C-note... For the Chuck E. Cheese “experience” (US$100)
Tuesday, 04 December 2007
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thank you list
Thanks too much to many people...
cologne from Ahram and Taegun...
red pocket from company...
japanese lunch from 18/F...
chocolate from cindy...
thailand souvenir from vanessa...
wallet from lily...
messages from many friends in HK, Korea, Japan, Germany and many more...
New Start? Old Start? a challenging start again
jinhyunseong
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- Name: jinhyunseong
- Gender: Male
- Member Since: 10/23/2006
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