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The Death of Advertising
Why a good story is better than a sales pitch.
“A Wealth of information creates a poverty of attention”
Herbert Simon on attraction economics
The Purpose of This Talk
- What is advertising
- The evolution of advertising
- Why it's so effective
- The good, the bad, the ugly
- How WordPress might play a role in shaping the future of advertising
Let's Get Started
What is advertising?
The 5 Steps to Every Sale
What is a sale?
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An Idea
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A Product
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A Service
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Your Time
This means... That every interaction you have with another human being could be considered a sale or purchase of one of the following...
Sales is simply the PROCESS of exchanging information;
humans add intent.
Which means: Sales = Life
Many businesses have forgotten that relationships are part of the sales process
It was easy for them [sales professionals] to take advantage of us [the consumer].
| Old | New |
|---|---|
| Interrupt | Attract |
| Sell | Inform |
| Trick | Trust |
| Profit | Purpose |
| Products | People |
Old School Vs New School
Examples
GoPro didn’t build their empire by selling camera’s, they did it by selling us on the ability to document our active lifestyles.
Even if you aren't active, you can't help but think about what you "could" do, if only you had their product!
Tesla got more than 300,000 people to put $1,000 down on a car that would not hit the streets for 3 years.
That can not happen without and emotional brand attachment. (Think Commercial Cults)
Social selling rarely begins until after the initial transaction is complete. And is usually driven by emotion.
A Brief History of the Internet & Social Media
The road to a more social sales process
1994
-
The internet is born
1998
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Google
2003
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WordPress (yay!)
2004
Facebook
2005
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YouTube
2006
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Twitter
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25 Billion Websites
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400 Million Search queries per day on Google
2007
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iPhone
2010
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iPad
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Internet surpases the newspaper as primary place where people get their news
The Age of YouTube
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800 Million users monthly
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1 Trillion annual video views
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Thats 140 views per person on the planet
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70% of YouTube traffic from outside US
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72 Hours of video uploaded every minute
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4 Billion hours watched each month
2013
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Facebook = 1.1B users
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Twitter 500MM users
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156 Million blogs online
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Dropbox 100MM users/1B files uploaded daily
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LinkedIn 225MM users
Things are changing in the world of sales, online or otherwise.
And things are only going to speed up!
Every time a new method of communication is introduced to society, it increases the total volume of information exponentially.
- Grunts/Signals/Songs
- Language
- Radio
- Television
- Internet
- ????
It's becoming increasingly difficult to fight for your piece of the online pie.
Industrial Revolution
Information is the 21st century fossil fuel
By 2029, computers will have emotional intelligence and be convincing as people.
Ray Kurzweil - Director of Enginnering at Google and Futurist
Why are Google, Facebook and Twitter so powerful?
Because they own all the data Information!
More specifically, they control the flow of information across the internet.
Everything we do revolves around the exchange of information.
Just think about how we buy things
Which brings up a good question...
What is a currency?
- Money
- Words?
- Information?
- Social Influence?
Understanding Information as a Currency
As the world moves closer towards digital commerce as a standard, the importance of building online influence becomes more and more important.
But having a website is no longer enough...
What does this mean for your website?
- WordPress is a good start because you own the data!
- Your website should be the hub for your online interactions.
- Leverage social media to help sell more stuff, not to build brand value for the social platforms themselves.
- Look for new ways to create immersive online experiences
- Leverage all that data you collect.
Why should someone buy your producut?
Ask this:
Be honest
Think of social selling as the process of building a technological trust fund
Once you invest enough into the consumers experience, then you can begin to make withdrawals on that currency.
How You Do That
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Solve my problem
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Answer My questions
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Get out of my way
Online sales relationships should be built with a selfish consumer in mind.
Just think about how you use the internet.
Examples of how to put people first when building a digital product
- Showcase User generated content
- Let me try it freemium
- Be transparent about what you are doing with my data.
- Allow me to easily revoke trust at any time.
- Basically, give me something of value before asking for something in return.
SEO is no longer optional!
And the truth is that your new website might actually be worthless.
The Power Shift
- Think iTunes and MP3's/Record Labels - Completely reinvented the model
- Print publishing companies - fading fast
- Social platforms growing fast - Native publishing
Why are online publishing platforms becoming so popular?
- Fast
- Reliable
- Easy to use
- Scalable
- No Maintenance
- Social Features
How to keep up
- Build a distributed brand
- Leverage network effects
- Tell compelling stories
- Find interesting ways to connect with your customers
How to win at online sales moving forward
Create evergreen Content information
Bait the hook!
Deliver real value
Give before you ask
Put your user first
Remember, users are selfish
Think like a media company!
But not a like click-bait website
Stay nimble
Fast is better than big
Tell a great story
Connect emotionally
Be bold
There is already enough mediocrity
Try new things
The internet is not permanent
Raymmar Tirado
Director of Products @ClearIdeaLabs
Q&A
Work: Clearidea.us
Personal: Raymmar.com
The Death of Advertising
By Raymmar Tirado
The Death of Advertising
This talk will take you on a journey through the history of sales, help you understand how sales is evolving, and show you how to turn your website into a social sales engine.
