OnlineMarketerBlog

I’d happy to announce that OnlineMarketerBlog now has a dedicated fan page on Facebook. I hope you take a moment to join.

Why should you sign up as a fan? Here are a few reasons:

• It’s where you are. You’re on Facebook anyway. Now you can get some OMB goodness without that pesky CTRL+T.
• It’s going to be your one-stop shop. Facebook will soon feature a robust email system. Functionality is going to expand as Mark Zuckerman plots to waste even more of your work day. Now OMB comes wrapped in with the rest of that goodness.
• No Farmville. Ever. Or Mafia Wars. Or pokes (what the hell is that anyway). Just strategic marketing posts with no B.S.

I hope you join the fan page. I look forward to our future conversations! Harness the power of The Book (H/T @UhhYeahDude).

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(Image courtesy of Shazari via Flickr)

BG and I love documentaries and she has been on a “royals” kick. This week is a tad different, with Netflix delivering a four-hour documentary on Napoleon.

Needless to say, our Friday night was exciting. War, intrigue, ambition, wine (OK, lots of wine).

You all know how much I prize classic strategy. I’ve quoted Sun Tzu. I sleep with a copy of Machiavelli’s The Prince on my bedside table. (True story.)

Honestly, I didn’t know much about Napoleon before this video. But I was particularly impressed with one of his first major battles as a General.

He’d been promoted to Commander of the Interior and given command of the French forces at the Italian front. No one expected much. The promotion was likely arranged by his new wife, he was largely untested, and this army had been in disrepair for over two years.

Things could not have looked more dire.

However, as you might expect, Napoleon turned this all around, starting with a rout of the Piedmontese who were aligned with the strong Austrian force just east of Nice. Napoleon entered this battle out-manned, out-gunned, and out-classed. There was no reason for him to win, but he did.

Here are some of the reasons for his victory. It’s amazing to see how many can be applied to online marketing and the strategic efforts we make everyday.

• He is cunning – Napoleon wanted to outnumber the enemy, even if he didn’t have the bodies to actually do so. He separated the Piedmontese from the Austrians and went after the weaker of the two. Before the battle, he spread his forces out. Not knowing where exactly he is, the Piedmontese do the same. And at the last minute, Napoleon brings his forces back together and makes a crucial push – at that instant with more men on his side than the enemy’s. How are you planning for success? How are you preparing for the next brand crisis or industry shake-up?
• He is fast – Napoleon’s army moves at 30 miles per day. The Piedmontese at 6 miles per day. With greater speed, Napoleon also understands the power of shock. He attacks when it is unexpected. How are you insulating your brand from the unexpected? How are you moving faster than the competition?
• He is relentless – From the documentary: “He attacks everyday. He attacks when it snows, he attacks at night, he attacks when it’s cold. It’s not the way the game is played.” Later, Historian Jacques Garnier says “He looks for the enemy, fights it, and when they assume he’s going to stop – he continues! And the next day he fights again. It surprises them.” When was the last time you surprised your competition with your relentlessness?
• He is ruthless – Napoleon doesn’t seem like a man who lost sleep over winning. A historian reports that a Peidmontese officer would later complain, “They sent a young madman who attacks right, left, and from the rear. It’s an intolerable way of making war.” When was the last time you felt blood on your teeth? How do you press forward ruthlessly for your clients?
• He gets results – After defeating the Piedmontese, Napoleon insisted on silver and gold, with which he paid his army – the first money they’d seen in months, if not years. Results garner loyalty. He made no apologies for success and he expected his soldier to take risks, but he also rewarded those risks as well. Are you encouraging your staff? Do you recognize their sacrifices? Aligning them to your objectives can pay off royally for everyone.

Perhaps even more persuasive – and more ubiquitous – is Napoleon’s near-insane ambition. But how refreshing too! I’d much rather hear about someone too ambitious than someone afraid to even try. On which side do you fall?

He was crass, intelligent, homicidally ambitious, but a professor of the highest order. There is a great deal marketers and strategists can learn from Napoleon.

When was the last time you were crushing, fast, relentless, ruthless, and delivered results? How about any one of these five?

One can easily poo-poo Napoleon. But wiser wo/men will learn the lessons that delivered him victory. How are you applying these lessons?

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(Image courtesy of Vivek 181088 via Flickr)

Dr. Susan Weinschenk was the subject of one of my first blog posts back in November of ‘07, but I’m so pleased to again mention her and her book, Neuro Web Design: What Makes Them Click?

Dr. Weinschenk is definitely ahead of the curve. In this era where every click can be counted, expect to see clinical doctors, psychiatrists, psychologist and other highly skilled professionals applying their craft to business, especially online. This trend arrives just as online marketer’s palates are craving more numbers to show the ROI of their strategies.

A Formula That Works

Dr. Weinschenk usually begins each chapter with an easy-to-read explanation of a seminal study, then delves into the ramifications of the findings, and finally relates these findings to online business. It’s a familiar formula as you progress through the book, but it definitely works.

It’s easy to make the connection between the study and the marketing goal; it never feels forced or phony. There were, in fact, a few instances where I wanted way more depth.

This flow – from science to application – is smooth and natural. There were a few instances where more science would have been welcome rather than colloquial stories, but these instances were few and didn’t take away from the major, and very pertinent, lessons.

Good For Everyone

Don’t let the title of the book fool you: Neuro Web Design: What Makes Them Click? is for more than just designers. Anyone who works in an agency – especially copywriters, content analysts, information architects and of course designers too – will get a lot out of this book.

In fact, I would agree there is at least as much here for copywriters and content analysts as there is for designers. Studies in human behavior can be applied to a number of disciplines, but copy’s natural adherence to business objectives and messaging (usually a little more than artists) lends itself to this sort of rigorous study.

Science Or Theory?

One small note: I find that marketing books generally fall into two categories – think-y books without many citations like anything by Godin or Toy Box Leadership and then those with copious notes like Made To Stick.

Weinschenk’s falls in a strange middle area. I understand this is likely an attempt to appeal to a broad audience, though I would have liked to see it fall onto the meatier side of the equation. She’s so strong on the science, I hope her next book delves deeper into the studies, even if it’s less accessible. I think many readers would find it worth the effort and it would be truly unique for the professionals who live and breathe online marketing.

Final Word

Get this book. It’s accessible, compelling, and unlike anything else you’re likely to read.

It doesn’t matter your experience level or job title. Anyone who works in marketing, especially at an agency, needs to read this book.

Her Other Work

Read more about Dr. Weinschenk’s work on her blog at http://www.whatmakesthemclick.net. She also has two podcasts (one audio, one video) on iTunes that summarize key stories in her book. Dr. Weinschenk – those are great, please make more!

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You might have noticed I’ve been absent from the blog for a little while. That’s true, but I’m here today to tell you I’m back.

Why did I take a break? There were several reasons.

1. Blog burnout: It’s a very real thing. I’ve been writing OMB for over two years. And non-bloggers would find it surprising how taxing it is to come up with topics and get writing time every single week. I just needed a mental break.
2. Day job priorities: I have been doing some pretty awesome stuff for Critical Mass that I hope one day to share here. These tasks required more mental bandwidth and something had to give. But I’ve gotten over a hump and expect to turn more attention back to the blog.
3. Law school is a bitch: Not for me, for BG. With her in law school, I was not only in charge of the dogs and trash, but laundry, shopping, sweeping, cleaning…and that’s cool. I’m happy to support her work. But her schedule has leveled a bit to where things are more balanced now – allowing me more time to write.
4. I was a bitch: To paraphrase Dean Wormer: annoyed, angry, and pissed off is no way to go through life. I found myself with no patience for other marketing bloggers and quick to snap at anyone. I didn’t want that to come out in my writing and I didn’t want that unhealthiness in my life. (I’m calmer now…not sure why.)
5. On the internet, no one can hear you blog: Let’s face it: one guy not blogging isn’t front-page news. Most of my traffic is from search engines and I don’t have a cult following (I don’t lose sleep about this, trust me). Anyway, I figured if I needed a break, few tears would be shed.

This is all to say…I’m back!

What’s this mean for you? Well, I hope you’ll subscribe to the blog. Don’t forget to also subscribe to the podcast in iTunes (search for OnlineMarketerBlog) or click the button at the top of the center column.

(And if you need more reading material than I can provide, check out books I recommend.)

I will be back with more blog posts, including some cool book reviews and maybe a couple of video podcasts. I hope you’ll stick around.

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(Image courtesy of AlicePopkorn via Flickr)

Actually snapped this on my way to the competition. Chicago is awesome sometimes.

Yesterday was my day for the3six5 project, which means my entry is featured there today. Check it out at:

http://the3six5.posterous.com/january-24-2010-dj-francis

Here’s a small snippet…

Today, I did the nerdiest thing I’ve ever done. I competed in a board game tournament.

Most people who know me would be shocked. They just don’t see that side of me. Most of them see me as a businessman. Some of them see me as a brother or son. A special lady sees me as a husband. But a board game competitor? It is not a side I show to many folks.

We all have these secrets, don’t we? You can never really know your fellow person. It’s like we see each other through a dim and dirty mirror; passing each other like shadows on the wall in Plato’s cave.

For the full entry, go to the3six5 project. Feel free to leave a comment or RT if you like it!

Also, you will notice that the3six5 project is run through Posterous. Subscribe to my Posterous feed (under “Get Updates in right-hand column) to find new, innovative articles and get a slightly different take on marketing.