Don’t keep yourself DRY; be REAL instead

“Taking the look at organic impressions one step further, recall, awareness and purchase intent were still rising after 10 or more exposures to the message. These results stand in strong contrast to the scant four impressions that usually influence growth in these dimensions for standard display campaigns. What’s more, the jump in awareness between the consumers who were exposed to between three and nine organic messages and those were exposed to 10 or more was a considerable 15 points.”


SXSW Interactive 2010: Jason Fried-1
Image by courtneyBolton via Flickr

If you look up DRY in Google you’ll probably get as a first result the Wikipedia entry for:

Don’t Repeat Yourself

“Every piece of knowledge must have a single, unambiguous, authoritative representation within a system.”

It’s an excellent principle for software development and comes from an awesome book called The Pragmatic Programmer that I highly recommend to anyone in the software industry.

But a problem with this principle for developers and non-developers alike is that people (even unwittingly) apply it to all situations in there life. Leer más “Don’t keep yourself DRY; be REAL instead”

10 Observations on Duct Tape Marketing’s Dirty Little Marketing Research Secret

“the one place I turn to keep myself rooted in how the world thinks and buys, you know, marketing research, is PEOPLE magazine.” – John Jantsch (Duct Tape Marketing)

Interesting. I was taking a gander at the book Duct Tape Marketing, and this advice about People magazine was kind of unique.

After all, often, we are what we read, and so as someone who helps run a company, writes software, does customer support, does marketing, writes more software, etc. I’m constantly reading the likes of Hacker News, Wired, Reddit, technology and marketing blogs.

But I’d probably bet a good majority of customers of popular software on the web (like say Basecamp) haven’t even heard of Hacker News. But I bet they’ve at least skimmed a People magazine more than once.



“the one place I turn to keep myself rooted in how the world thinks and buys, you know, marketing research, is PEOPLE magazine.” – John Jantsch (Duct Tape Marketing)

Interesting. I was taking a gander at the book Duct Tape Marketing, and this advice about People magazine was kind of unique.

After all, often, we are what we read, and so as someone who helps run a company, writes software, does customer support, does marketing, writes more software, etc. I’m constantly reading the likes of Hacker News, Wired, Reddit, technology and marketing blogs.

But I’d probably bet a good majority of customers of popular software on the web (like say Basecamp) haven’t even heard of Hacker News. But I bet they’ve at least skimmed a People magazine more than once. Leer más “10 Observations on Duct Tape Marketing’s Dirty Little Marketing Research Secret”