Content Fairy – Guy Redwood's Blog

Grok linked to a 15 year old cartoon from my favourite stable – Calvin & Hobbes

Which then reminded me of Tom’s enlightening post about the usa car manufacturers handouts

All rather uncomfortably funny.

Fun and serious review of how business is structured in reality. As a usability company, we deal in the reality of expectations – we don’t aim to change the world, just oil the wheels and maybe point our users in the best possible direction.

Sigurd’s explaination of business frameworks.

All emails sent from my iPhone get a signature attached that says ‘sent from my 3g iPhone’. This is just a slightly modified default signature which I’ve never changed. I was asked about this recently and thought I’d share it here.

The signature serves a few purposes. Recipients need to know the email came from the iPhone because:
Emails are shorter and more focused due to the lack of proper keyboard.
Emails will have typos in them for the same reason
Emails may also have strange words in them due to the auto spell checking.

It’s my way of saying ‘here’s my quick response, reader be aware’

I’ve been invited to speak at the new Think Visibility conference in Leeds, organised by Dom Hodgson. This conference pulls together a range of respected speakers focusing on online visibility and conversion. If you are involved in etail, this should be a no brainer decision, you’d normally pay big money to see just one of two of these speakers, but Dom, in his usual way, has managed to bring it all under one roof for a nominal fee of £30.
My talk will be centred around customer strategy and how you need to mirror their behaviour to engage. I will have a few interesting props and some eye tracking footage to demonstrate just how brutal users can be.
Think Visibility, Saturday 7th of March 2009 – you’ve got no excuses.

Taken from Sally McKenzie – as I added her to my twitter feed.

….companies and clients, large and small who have made the successful transition to marketing accountability, they have some important things in common:

They view marketing as a strategic function vs. a discreet set of tasks
They identify success metrics up front before they “test” anything. After all, what are you testing if you don’t know what you’re measuring?

They align the organization around common metrics and communicate progress regularly. Marketing accountability requires that you work across the entire organization: finance, sales, operations, customer service, IT, etc. in order to be successful. Example: you can buy keywords and put up web pages all day long, but if the person answering the phone or processing orders isn’t aware or on board, your ROI will plummet.

They take the long view, starting at a level realistic for their company’s size and resources and build from there. They watch metrics to get early benchmarks and then seek ongoing improvements vs. overnight fireworks. They stick with it vs. hopping across trial and error tactics. They understand that integration of customer data and automation of measurement processes will be a lengthy but worthwhile.

They focus on progress, not perfection. Getting all of the numbers and data sources to line up, getting every program to execute perfectly, it just doesn’t happen But that’s not a reason to scrap your quest to accountable marketing. In fact, it’s the reason to keep going, keep pushing, keep moving forward. Evolution, like momentum is a hard thing to break once it’s started.

full article

Great article about the importance of influential content.
http://www.uxmatters.com/MT/archives/000357.php
1. Talk like a person.
2. Establish credibility.
3. Use the right tone for the brand or situation.
4. Be courteous in your timing and placement of content.
5. Remind customers of differentiators and benefits.
6. Appeal to both the left and the right brain—the rational and the emotional.
7. Tell stories.
8. Consider using metaphors.
9. Avoid cheap tricks.
10. Don’t forget to use images, video, speech, and audio.

Once you’ve done all this, test the effectiveness of your copy through eye tracking.