Read the show and watched the show. A bit sad for a story like this.
Tuesday, January 20, 2009
Sunday, December 28, 2008
The Lead Ladder - Marcus Schaller
- Hardcover: 144 pages
- Publisher: McGraw-Hill; 1 edition (August 25, 2006)
- Language: English
- ISBN-10: 0071479090
- ISBN-13: 978-0071479097
- Product Dimensions: 8.3 x 5.4 x 0.7 inches
The Lead Ladder is characterised by a pyramid shape where the base forms the reach, then leads, then one-to-one consultations then to clients. At every step higher, the number drops and the service is more personalized and differentiated. Schaller advises to 'work backwards' in determining the number of clients needed then calculating the size of your reach. This determines the type strategy in collecting leads.
It is important to focus on a particular niche or market as well so that your marketing message is not lost on the reach. The message must be focused enough to answer any potential clients' questions or needs.
Managing leads database is critical and followup is a must. Being consistent will win you clients as different clients move up the ladder at different speeds.
Wednesday, September 3, 2008
Diablo - The Kingdom of Shadows
- Mass Market Paperback: 352 pages
- Publisher: Star Trek (July 30, 2002)
- Language: English
- ISBN-10: 0743426924
- ISBN-13: 978-0743426923
Diablo: The Black Road
- Mass Market Paperback: 368 pages
- Publisher: Star Trek (April 1, 2002)
- Language: English
- ISBN-10: 0743426916
- ISBN-13: 978-0743426916
Monday, August 25, 2008
Diablo - The Sin War
6 *
- Format: Kindle Edition
- File Size: 427 KB
- Print Length: 336 pages
- Publisher: Pocket Books (April 27, 2007)
- Sold by: Amazon Digital Services
- Language: English
- ASIN: B000QBYF54
Diablo - Moon of the Spider
5*
This book sees the resurrection of Astrogha, servant of Diablo with the help of a legendary necromancer. But a young necromancer guided by fate is pitted against him.
- Publisher: Pocket Star (December 27, 2005)
- Language: English
- ISBN-10: 0743471326
- ISBN-13: 978-0743471329
- Product Dimensions: 6.6 x 4.2 x 1.2 inches
This book sees the resurrection of Astrogha, servant of Diablo with the help of a legendary necromancer. But a young necromancer guided by fate is pitted against him.
Wednesday, July 16, 2008
Permission Marketing - Seth Godin
8*
Published in 1999, this book is ahead of its time and one can see many of its principles employed in the world today especially on the Net. Godin speaks of the evolution of marketing from an Interrupting one to a Permission-based one. This is because the world is increasingly being flooded by advertising but the attention of individuals have not grown in comparison. Attention has become a commodity.
To keep mass marketing alive, it is proposed to (1) advertise in odd places, (2) make advertisements more controversial and entertaining, (3) keep advertisements fresh by churning them more and (4) replace them with direct mail and promotions. The latter only catches the attention for a while if relevancy is not kept up. In all, there is a vicious cycle if the old marketing ways are still employed - spending more to have more interruptive advertisements which cause people to 'tune out' and make advertisements less effective, which leads to more spending on even more advertisements to catch attention.
Permission Marketing is like courting - anticipated, personal and relevant. It is about stretching the life of the customer and leveraging on the experience of a previous sale to make the next sale. It is about the customer volunteering to want information instead of bombarding them with excessive data. Interruption is essential as a prelude to permission (granted if it is relevant). With permission, use frequency to hammer in concepts and cause familiarity which in turns breeds trust. Once trust is in place, it is increasingly easier to make repeat sales.
There are several levels of Permission stated:
1. Intravenous
Magazine subscriptions and hospital treatments are examples. Customers allow the suppliers to make decisions for them. Deep trust is implied.
2. Purchase on Approval
Negative option or automatic opt-in. An example is credit cards.
3. Points
Loyalty points are an example. Keeps customers engaged and returning . There are various forms of points system. Points can have a certain value r a chance to get something.
4. Personal relationships
Not scalable but powerful.
5. Brand trust
Leads to extensions of the same brand on different products.
6. Situation
Leverage on selling other products when customer is buying another product. "Want to upsize your meal?"
7. Spam
Permission is non-transferable, selfish, a process and cancellable anytime. Non-transferable because it is personal and needs relevanc. Selfish because it is consumer-centric and they are in control of whether they want your product. A process because it is a dialogue that improves or mars the relationship. Cancellable as the consumer is in control.
Myths about marketing on the web (revised)
1. Traffic hits is the best way to measure success
2. Great content is why people return
- relevancy is more important
3. Technology makes you sell better
- nope. they only make it easier or more efficient.
4. Search Engines are key to traffic
The web makes it easier for direct marketeers because of the speed of response, low cost of frequency and publishing, testing is faster. To evaluate a Permission Marketing program, note these points:
1. What is in it for consumers?
2. How much does incremental permission cost?
3. The level of permission earned and how is this being increased.
4. How much does incremental frequency cost?
5. Response rate
6. Permission viewed as an asset
7. Leveraging on Permission
8. Lifetime of permission granted
9. Is retention a lot easier/cheaper than getting fresh permissions?
The book also has case studies on permission marketing by organisations - how they failed and suceeded. Excellent book to own.
- Hardcover: 256 pages
- Publisher: Simon & Schuster; 1 edition (May 6, 1999)
- Language: English
- ISBN-10: 0684856360
- ISBN-13: 978-0684856360
To keep mass marketing alive, it is proposed to (1) advertise in odd places, (2) make advertisements more controversial and entertaining, (3) keep advertisements fresh by churning them more and (4) replace them with direct mail and promotions. The latter only catches the attention for a while if relevancy is not kept up. In all, there is a vicious cycle if the old marketing ways are still employed - spending more to have more interruptive advertisements which cause people to 'tune out' and make advertisements less effective, which leads to more spending on even more advertisements to catch attention.
Permission Marketing is like courting - anticipated, personal and relevant. It is about stretching the life of the customer and leveraging on the experience of a previous sale to make the next sale. It is about the customer volunteering to want information instead of bombarding them with excessive data. Interruption is essential as a prelude to permission (granted if it is relevant). With permission, use frequency to hammer in concepts and cause familiarity which in turns breeds trust. Once trust is in place, it is increasingly easier to make repeat sales.
There are several levels of Permission stated:
1. Intravenous
Magazine subscriptions and hospital treatments are examples. Customers allow the suppliers to make decisions for them. Deep trust is implied.
2. Purchase on Approval
Negative option or automatic opt-in. An example is credit cards.
3. Points
Loyalty points are an example. Keeps customers engaged and returning . There are various forms of points system. Points can have a certain value r a chance to get something.
4. Personal relationships
Not scalable but powerful.
5. Brand trust
Leads to extensions of the same brand on different products.
6. Situation
Leverage on selling other products when customer is buying another product. "Want to upsize your meal?"
7. Spam
Permission is non-transferable, selfish, a process and cancellable anytime. Non-transferable because it is personal and needs relevanc. Selfish because it is consumer-centric and they are in control of whether they want your product. A process because it is a dialogue that improves or mars the relationship. Cancellable as the consumer is in control.
Myths about marketing on the web (revised)
1. Traffic hits is the best way to measure success
2. Great content is why people return
- relevancy is more important
3. Technology makes you sell better
- nope. they only make it easier or more efficient.
4. Search Engines are key to traffic
The web makes it easier for direct marketeers because of the speed of response, low cost of frequency and publishing, testing is faster. To evaluate a Permission Marketing program, note these points:
1. What is in it for consumers?
2. How much does incremental permission cost?
3. The level of permission earned and how is this being increased.
4. How much does incremental frequency cost?
5. Response rate
6. Permission viewed as an asset
7. Leveraging on Permission
8. Lifetime of permission granted
9. Is retention a lot easier/cheaper than getting fresh permissions?
The book also has case studies on permission marketing by organisations - how they failed and suceeded. Excellent book to own.
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