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Choose your audience, and then stir them up.


There are warring factions within pretty much every audience.

Well, maybe not warring. But you are almost certain to find groups or tribes within an audience taking different and sometimes diametrically opposing views.

Here are a few examples.

In the world of search engine optimization, you have the white-hat optimizers and the black-hat optimizers.

In the world of buying gold coins, you have the “gold bugs”, who believe in a dizzying array of conspiracy theories, and are certain the price of gold should be higher. And you have the data-hounds who believe gold prices are where they should be, and can be predicted by studying countless charts.

In the world of coffee lovers, you have those who tell you that percolators make the richest, best-tasting coffee. And you have another group who swear that percolators make the worst possible coffee.

In the world of copywriting, some will say that hard-selling copy works best, and some will say it doesn’t.

Whatever your topic or business, you’ll have your own equivalent of white-hat SEO enthusiasts, or gold bugs.

And the editorial slant of your website probably already leans towards one faction or another.

But how do you engage your audience? Do you always feed them the information and opinions they already agree with? Or do you mix things up a bit, and stimulate some debate?

Preaching to the converted.

Many websites do well by choosing a single faction of readers, and then engaging them by reaffirming their point of view

Simply deliver the messages your readers want to hear, and many will become ardent fans.

If you are writing to people who think home schooling is better than public schooling, give them a site where they feel supported and validated.

If you are writing to people who believe that soft-sell copywriting works better than hard-sell copywriting, become their cheerleader.

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Ad Giant Thinks You’ll Pay for Media Again With the Content Project


TCP was created as a joint venture between two WPP subsidiaries: 24/7 RealMedia, a digital marketing and analytics company, and design firm Schematic. Restrepo says WPP’s technology, user-experience expertise, and “right relationships” will help TCP succeed.

So what exactly are these “right relationships?” Restrepo could only say that there would be a number of “major initial charter members” that would help introduce TCP when the service launches in early 2011.

With any paywall scheme, there are a number of important questions. How much access will users have to these sites? Which sites are involved in TCP’s network? Will consumers have to pay for sites even if they are not interested in subscribing to them? How will these network partners agree to share revenue? Is shared revenue a sustainable model?

Restrepo admits that “our solution isn’t going to be right for everyone.” As he puts it, TCP needs to “experiment before it can draw any hard conclusions.”

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Marketing To Women: Focus On Relationships


“I’m a woman. I think, feel and see differently. How well do you think you really know me?

There are few smart guys (even experienced husbands) who wouldn’t welcome these words of wisdom when jammed up in a “what did I do now?” situation. Of course, truly knowing and understanding women doesn’t just apply to relationships. (I know I’m on thin ice writing this – but I am trying to make a broader point, so please hang in there with me).

Women are the primary purchase decision-makers in most American households. According to one study, women make up the majority of all consumer purchases — clothes, computers, new homes, vacations, healthcare, food, etc. It was found that although both partners work in a particular household, it’s the women that direct how 80% of the combined income gets spent!

So what does this mean for marketers, especially those of the male kind? (and by the way, this includes women marketers – because so much of the profession has been historically documented by men)

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Designing For The Modern Day Mobile Market


It’s estimated that in 2011 half of all cell phone subscribers will be using smartphone devices. That equals out to roughly 150 million people that could possibly be checking your website on their phone. What they might find could turn them into a frequent user or perhaps drive them away permanently.
The good news is, due to recent surges in browser technology, mobile specific sites are no longer needed for most websites. By following some basic design and layout guidelines, your phone could easily be accessible on a mobile platform with practically no extra development cost. This means a better user experience, more traffic, and a bullet proof website for the future.

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Become a More Flexible Thinker With Disconnection | Brain Health


Ever stayed up late trying to find a creative solution to a tough assignment at work? Ever been in a situation where you’ve needed a new perspective to keep up with a constantly shifting challenge? Or maybe you’re looking to

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Gabriel Catalano

Gabriel Catalano

Gabriel Catalano

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