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Why Your Morning Routine Doesn't Work
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11 Reasons Why Your Website Doesn't Sell
Login with Facebook Login with Google. Don't have an account? Sign Up. First Name. Last Name. If not, their email is usually their first name at whatever the website domain is. It was not so much a system as it was a routine of checking for responses and repeatedly getting their attention. Ryan Foland: Were you ever close to publishing your book by yourself, or was that never an option?
A Live Book: Web Links
Ryan Foland: Were there any parts of the process that you would do again in a heartbeat? Or anything you would have done differently? All you need for getting an agent on board is a book proposal, which is 20 pages of a marketing plan and summaries of chapters. I would tell any author that they can save themselves the heartache of frantically typing up an entire book for an agent if they can hand in a well-organized proposal.
The first involves my Generation Z marketing ventures. Deep Patel: The usual definition is someone born after Back in it was still rare to have a wide variety of tech at your disposal, but now you have third graders with iPhones, so the entirety of this generation is born and raised with modern technology at their fingertips.
This level of connectivity is unprecedented.
Deep Patel: Older marketing executives struggle to cope with the dynamic marketplace that is Generation Z because they have never faced a consumer base as fickle as Gen Z. My main goal is to bridge the generational gap. Ryan Foland: Is there a list of top things to consider that really differentiate Gen Z in the marketplace right now?
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Deep Patel: Gen Z attention spans are extremely short. Instead, you should be focusing on creating content and building a brand that relates to them. Ryan Foland: Are they more responsive to a particular medium: videos, articles, podcasts …? Deep Patel: Video is huge. Video is probably the No. That is why we saw such a meteoric rise in YouTube, but we now see that condensed video platforms such as Instagram and Snapchat are making a larger impact because of the abbreviated attention spans.
Articles and podcasts are geared more toward a specific audience because short attention spans prevent a Gen Z user from wanting to even smell a 1,word article. Ryan Foland: You talked about attention span. Is there an ideal video length that Gen Z is more apt to watch? Deep Patel: I think it depends on what the focus is. Sometimes you can get your point across within 30 seconds and sometimes within a couple of minutes, but it really depends on the purpose.
However, if you want to get their attention, something needs to happen within the first 8 seconds because that is how quickly Gen Z can filter information. Deep Patel: You definitely want to get across your content as often as possible, so daily would be nice, but I think weekly would suffice. Putting out 2 very good videos of about a minute each on Instagram or a max of 5 on YouTube should keep the followers entertained. Ryan Foland: Are there any particular social media platforms that are heavily used by Gen Z? Deep Patel: Instagram and Snapchat are huge.
Facebook is making a comeback as well. Even though everyone says Twitter is dying, there is still a significantly sized user base you cannot overlook. But I think Instagram and Snapchat are the biggest ones, because they cater the most to the short attention spans. Ryan Foland: You mentioned the content strategy for selling, but you also discourage overselling oneself. So how does one accomplish successful selling?
Deep Patel: I think you can ask for the sale, but only do it maybe 1 in every 10 pieces you put out. T-Mobile does an amazing job with this.
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They built their whole brand around being this youthful, engaging company. That does the selling for them. How would you describe this phenomenon? You are essentially paying someone who has a strong personal brand , who is credible and has a large audience to influence their fan base to buy your product. The company's other tools, which rely on the Milwaukee brand, are not nearly as celebrated.
So, if jobs-to-be-done market segmentation is so effective, why aren't more companies designing their products accordingly? For one thing, future product planning usually involves analyzing existing data, and most existing data is organized by customer demographics or product category. To go out and get data about a job is really hard. But there are a lot of people who hire consultants to tell them how big the market is.
And because the data is organized in the wrong way, you start to believe that's how the market should be organized. Furthermore, it's difficult for product developers to break the mold when many of their customers organize their store shelves around traditional marketing metrics. Christensen gives the example of a company that developed a novel tool designed to help carpenters with the daunting task of installing a door in a doorframe, a job that usually took several tools to do.
But a major home goods store refused to sell the tool because its shelves were organized by product category—and there was no shelf in the store dedicated to the singular job of hanging a door. So you have to think inside of a category as opposed to getting out. You've just got to make the decision to divorce yourself from the constraints that are arbitrarily created by the design of the old org chart. About 95 percent of new products fail.
The problem often is that their creators are using an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen. It's time for companies to look at products the way customers do: as a way to get a job done. Proven Success And Purpose Branding Several major companies that have succeeded with a jobs-to-be-done mechanism: FedEx, for example, fulfills the job of getting a package from here to there as fast as possible.
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