Facebook “pauses” bots; Typeform launches an interactive article. It’s been a busy week and it’s only Wednesday.
How do we keep up with the speed of technology and SaaS (Software as a Service) launches? When it comes down to it, no matter how interconnected and brilliant our tech is, the fundamental genius is our underlying idea. Everything else is the glitz of delivery - but it certainly helps.
Do we need CUI (Conversational User Interface)? It’s cool, but not essential. Look at how infamous “Dave’s” poster became, ironically old school printed, based on a smartphone text exchange. The poster was commended by Swedish Designer Tom Wysocki on twitter and currently stands at 28,249 retweets and 71,420 likes.
Geofencing (the
use of GPS or RFID technology to enable software to trigger responses
when your mobile device enters or exits a particular area) can turn your
house lights on as you drive home, or notify you of some much coveted
shoes being on sale as you walk past your favourite store.
Children of the 80s had “Choose Your Own Adventure”
books, a ground-breaking sensation of the time which made you the main
character, choosing the path your story took. Voice technology is
changing consumer behaviour. By 2020 it’s predicted that 75% of homes will have smart speakers. Now, thanks to Select a Story, you can interact with a story being read aloud to seal your fate.
Siri answers our questions and Alexa orders our food.
Are too many
options resulting in decision fatigue? In a flip side to the world of
increasing tech, there’s a human angle which is desperately reaching out
for old fashioned connection. The hand-written note. A gift through
the post. The customer experience. Some aspects of marketing may be
destined to come full circle.
Danielle LaPorte, known
for her audio and online Fire Starter Sessions, Desire Map and White
Hot Truth has just launched an experience based programme called “LIGHTER” which is video and Facebook-Group-Free, sent-stuff-in-the-mail, “papery, inquisitive things you can touch”.
Adjunct professor of digital marketing, founder of The Front Row community for entrepreneurs and digital marketing strategist, Jen Lehner says, “Relationships first, business second. My MO from the beginning has been look after your people and create experiences to surprise them from time to time.
When you genuinely love what you’re doing and the people you’re
reaching, it’s actually not something you really have to think about.”
In the race to enlist all the gadgets have we been overlooking the obvious?
Ideas before the internet have stood firm. Russell Brunson
recalls how, as a teenager he poured over direct mail offers before
later putting them to use in the online world to create his sales funnel
systems.
Some of the most iconic copywriters of today’s generation (I’m talking Frank Kern, John Carlton and Jay Abraham) have arrived at timeless principles of human communication by deconstructing the greats.
“The Lazy Man’s
Way to Riches” was sold only through direct marketing by author Joe
Karbo in 1973, netting him a cool $10 million by selling 3 million
copies.
Social media has
become word-of-mouth on steroids. What used to take a PR person weeks
to accomplish can be achieved by an influencer in a nanosecond. One of
the reasons to love the internet is because it breaks down barriers. You don’t have to be connected to virtually connect. The person who can change your life is but a click away.
You need self belief. Or pluck.
Before that you need to arrive at your purpose. Anything else isn’t sustainable. In 1955, modern advertising pioneer, David Ogilvy famously wrote copywriting insights to a Mr Calt
which included: “I write out a definition of the problem and a
statement of the purpose which I wish the campaign to achieve. Then I
go no further until the statement and its principles have been accepted
by the client.”
Too often
entrepreneurs are dazzled by shiny object syndrome, using it to spark
ideas in order to make use of and justify the technology. When this
works, it’s great, but just like the adventure stories you’re being led
down a path, only to find, on occasion, “You chose wrong”.
Danielle LaPorte
actively states she goes on regular inspiration diets, saying “I do not
read other people’s work when I’m writing my own books - I don’t want
to be influenced. I want to write about my own experiences, in my own
words.”
Begin with your own idea. Make it bigger, bolder, better. Prove it.
Only then refine
the means to get your message out there. Technology moves so fast, new
ways of delivery will be unveiled whilst you’re working. Or you might
take a second glance and adapt traditional methods.
Nothing beats a clever idea, well applied.
And if it’s a strong idea, it will outlive and meld to changes in
technology. If you connect with people and have a consistent plan, all
will be well.
Albert Einstein
famously worried about technology saying “The human spirit must prevail
over technology.” Elbert Hubbard, American writer, born 23 years ahead
of Einstein said “One machine can do the work of fifty ordinary men. No
machine can do the work of one extraordinary man.” I’d like to think
both men were right. With the messenger bot on pause and online interaction clamouring for our attention maybe it’s time to get a little more… human.
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