- Less about not not giving a f*ck. More about giving the right f*cks. That is, giving f*cks too often and for everything is a waste of time and creates unhappiness. Instead, Mark espouses giving f*cks about the things that matter.
- Giving the right f*cks requires recalibrating one’s value system. Values are easily said, but more difficult to live and take action of. What one does a conscious decision made and in accordance with one’s values. If actions and words are in conflict, then ones values may actually be different as well.
- There are always problems. Life is really full of problems, one after another. The result, then, is what problems a person chooses to live with. What problems excitethe person.
- Just do something. Don’t wait for the motivation to do something. Instead, do something, and let the reactions of doing something take over. Action can createmotivation.
- Too often, we get stuck believing in our original beliefs due to the culture we’ve surrounded ourselves with. Traveling enables us to immerse ourselves and experience the cultures and ideas beyond our worlds. Traveling exposes us to thinking beyond our own ideas. Traveling shows us it’s possible to live in a world with completely different values from our own.
Mark Manson’s book was enjoyable not only for resonating with my own ideas, but also shedding light on ideas I hadn’t considered, or considered but didn’t understand – the notion about travel and its ability to show us cultures vastly different from my own, as one example.
- What is a web visitor searching for?
- What are other intentions of a web visitor? What priorities?
Based on the priorities, a web layout should flow from satisfying the primary intent first – at the top of the page. As the page scrolls, then, layout content accordingly.
- Know the audience. As in any marketing, product, or sales initiative, knowing and understanding the market is critical. It’s step one. Knowing the audience enables a landing page builder to employ the right semantics & style and ask for the right data points.
- Ask for what’s needed. Per Eloqua’s benchmark data from 3Q 2011 (see image below, provided by Hubspot), 61.4% user forms have 5-10 fields and convert ~40% of unique visitors. Too few fields (assuming the “right” ones) hampers sales from engaging the visitors with personalization while disabling marketing from iterating their efforts for high conversion. Too many will scare off visitors from taking the time to enter info.
- Check the CTA. Impact Boundsuggests making the CTA be both action-oriented and benefit-oriented. Help the visitor know what s/he is getting by completing the form.
The user form is just one part of a landing page/ website, but it’s the critical piece to converting a web visitor outside of direct contact (i.e. email, call). As mentioned before, test the user form with a landing page builder service.
- Dip vs. cul-de-sac. In any endeavor, after the initial novelty and possible early success, there follows a challenging period. Godin refers to this as the “dip”. In these situations, there’s a lift after the dip towards “success”. Godin is quick to point out that there’s also the “cul-de-sac”. The cul-de-sac refers to the situation where there is no lift, no emergence to success. A dip is temporary. Cul-de-sac is forever (or too extensive). It’s important to recognize if one is in one or the other.
- Be the best in the world. Godin points out how culture celebrates being the best – from sports professionals to actors. Being the best means digging in deep on what one is best at. This means quitting what one is not good at and cannot be the best at, or if possible, not even trying from the get-go. Quitting enables focus. Being the best means emerging from the dip and avoiding cul-de-sacs.
- Know when to quit before starting. Easier said than done. The recommendation is to quit before starting a cul-de-sac situation – effort, thus, not wasted. But if starting, Godin suggests writing down the conditions that would be necessary to quit. Writing down the extreme conditions that would lead to quitting means any lesser conditions mean continuation.
The Dip is less than 100 pages – a quick read that may help the reader recognize life situations that may be playing out today – dip or cul-de-sac?
- Risk: As a standalone tool for a single “client”, usage would be infrequent. For one client, the problem occurs every several weeks. Mitigation: The target customer is an entity that manages several clients. This enables more frequency of the problem and exponentially increasing the pain. Thus, the benefit, too, exponentially increases.
- Risk: Explicit pain could be felt with management of several spreadsheets. However, quantifying the impact of pain could be difficult. Mitigation: Benefits start with both monetary and legal exposure. As added bonus, there was a time-saving component. Stick to benefits that get closer to the wallet.
- Risk: Is this a big enough opportunity? Are there competitors/ monetized solutions today? Mitigation: My friend had a colleague who left his company to start his own – similar services for clients. Meanwhile, my friend’s clients are large institutions and just a few of the large firms in Atlanta. Additionally, macro-economic environment points to a growing trend.
- Risk: Introduction of a new solution to companies/ employees – adoption. Mitigation: the pain seems explicit and with good benefit potential. Many of my friend’s current clients are using incumbent solutions (i.e. spreadsheets). This also could enable an “import” process addressing empty-state issues.
A good early step is doing customer discovery. While doing so, ask prospects to agree to pilots of an MVP.
- The shoes I ordered were purely out of pleasure. I didn’t need or really want new shoes. However, the marketing automation gremlins got me with a deal on a pair that were intriguing. If I didn’t see or take advantage of this deal, I would not have been frustrated. I would not have cared.
- I signed up for a free service during checkout espousing 2-day shipping. 2-day shipping is my benchmark now that I’m an avid Amazon Prime member. This applies to every merchant for me – and I expect free shipping. However, I received a notification that I would get the shoes in 3 days.
- The shoes didn’t arrive on the 3rdday. The courier cited incorrect address for failure/ delay. Except, it’s the right address. The courier’s dispatch couldn’t address this in time for the courier to re-try.
- I learned on the 4th day that I wouldn’t get the shoes for another two days. The UPS partner was closed on Saturday.
Too many infractions cut me a frustrated figure. The frustration was borne from a purely pleasure-seeking motive – a needless pair of shoes. From then on, my expectations took over. Despite only recently wanting the shoes, I was surprisingly very frustrated.
- “strengths lie in developing customer relationships with my energetic personality”
- “I am a well organized, enthusiastic, coachable professional”
- “I have a proven track record of success”
Much like seeking a job opportunity or other partner, seekers should be more specific. What really drives the seeker? What type of challenges? What challenges do you notlike? What have you actually accomplished?
- “sales leader with a diverse background in Inside Sales, B2B Sales, Digital Advertising Sales, and Sales Management”
- “After spending the past three years working as the Marketing Manager for an eCommerce SEM agency”
- “They don’t always pan out, but constantly innovating and reinventing everyday activities in our lives has certainly made my life more interesting”
These share more details and are much more specific. They illustrate traits that the prior examples just list.