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. Seguir leyendo “Choose your audience, and then stir them up.”

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

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BY Austin Carr

The Content Project

How much content are you willing to pay for online? That’s what providers from publishers to media outlets want to know as they gear up to launch subscription services. Hulu and the New York Times are just two of the many experimenting with paywalls. But the idea has yet to become viable among consumers who are used to free, ad-supported content. Seguir leyendo “Ad Giant Thinks You’ll Pay for Media Again With the Content Project”

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) Seguir leyendo “Marketing To Women: Focus On Relationships”

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.

Designing For The Modern Day Mobile Market
Image credit: Johan Larrson

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.

State of Current Cell Phone Technologies

Right now the most popular / well known smartphone devices are the Droid, BlackBerry, and iPhone. Although these handle JavaScript, CSS, HTML, and some other recent technologies, there are some limitations that need to be considered. As always, the key to developing a widely accessible website begins in the planning stage.


Users trying to access your flash website will get a nice big blank box and have absolutely no clue what’s going on. The phone doesn’t say Fail to load flash so you need to be browser sniffing for flash support and providing alternative content when there’s been a load failure.

Flash Seguir leyendo “Designing For The Modern Day Mobile Market”

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 be better at the multi-tasking necessary for life in a world filled with cell phones, computers, and instant communication. No matter who you are, you could probably benefit from having better flexible thinking skills. That’s why we’ve created Disconnection, a new game designed to give those skills a boost.


To succeed at Disconnection you’ll need to connect puzzle pieces based on the symbol on each piece as well as the type of puzzle piece that symbol is on. Match them quickly enough and you’ll unlock new levels and new symbols!

What are you waiting for? Give it a try, and let us know what you think!

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