Yes. Yes. Yes. Getting People To Take Action On Your Digital Marketing Ideas And Recommendations

Before We Get Started

Thanks In Advance

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So

So

You Wanna Do This?

Yes. Yes. Yes.

Aspirations Of Becoming The Plumber

Getting People To Take Action On Your Digital Marketing Ideas And

Recommendations

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Different Folks

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Okay, We Will Call Them The Stakeholder

So, Developers In The Room..

How Often Have You Had This Conversation?

We really need to make sure that we have thought this through. I need you to put

together a full spec…

Er, is this necessary? I'm very busy. Can't you get started?

We can look at it then…

Well, we could but then you'll think of 250 new things that you need at the last minute. I'll end up working late and you'll think I'm shit at my

job…

No I won't. Get on with it!

We Know How That Story Ends

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-Stuff doesn’t get done-

-We don’t see results-

-Stakeholders aren’t as happy as they should be-

-We lose at the game we call internet-

Designers Conversations Go A Bit Like This Don't They?

Designers conversations go a bit like this don't they?

I'd love to design this logo for you. Could you fill in this

questionnaire for me please? It will help guide the design

process…


Erm… I'll try and get round to it. You're just drawing pretty

pictures aren't you?


Well. Yeah. But getting a good idea of who you are, who your customers are, and where you

are heading will result in a logo that's true to your brand.


Erm… Okay.


I'll need the brand guidelines as well...


I'll see if I can get one of my colleagues to call John to tell the

intern manager to get the intern to send them over. The logo will be

ready next week won't it?

“We don't know what we want but we'll know when we see it…”







We dont know what we want but we'll know when we see it…

SEO Conversations Go A Bit Like This...

We need to add more content to

the site…

Why? How many more melons and partridges will

it help me sell?

Well since the 2nd Panda update Google has been using AI and

machine learning based on real data from real users that grades the internet on a page by page

level...

z z z z z z z z z z z z zz z z z z z z z z z z z zz z z z z z z z z z z z z

Er, wake up!

Have you SEO'd the site yet? Do I rank

number 1 for "partridges?



We know how this story ends





We Got Any Plumbers In The House??

-We don't question them-

-We have a leak-

-The leak needs fixing-

-We let them fix it-

-We pay them-

So here are some tips on how to get closer to being a plumber

So Here Are Some Tips On How To Get Closer To Being A Plumber

Reduce Friction

Example: Audits

NOTHING HAPPENS

-Break it down, we use Trello-

-The right people get the right tasks-

-Jobs are bite-sized-

-Fear is removed-

-Action happens-

Introduce Clarity

Example: Meetings

-Use examples of what you have done before-

-Have data ready-

-Have real £££ numbers ready-

-Pre-empt-

-Know your shit-

Know Their Role

Example: New Stakeholder

-They are working to the same goals-

-Understand their risk – we are paid to take calculated risks, they aren’t-

-Who do they report to?-

Learn Cialdini’s Principles of Influence

Reciprocity

-Humans like to give back – social obligation-

-Think of the mints-

-Can be used in link building as well-

Takeaway: Get Your Yes By Getting In There First

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Scarcity

-If you can’t have it, then you want it-

-Remember the chocolate pudding-

-Should you do it? Well….-

Takeaway: Get Your Yes By Framing Things In A Way That People Can’t

Object To

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Authority

-People follow and listen to knowledgeable people-

-Doctor’s walls-

-Remember the real estate guys-

-Never assume people know how flippin’ great you are-

Takeaway: Get The Yes By Pre-Earning People’s Trust

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Consistency

-Humans don’t like to break their own consistency-

-Remember the drive safely signs-

-Ask for smaller and go for bigger: this can be reversed too-

Takeaway: Get Your Yes By Changing How You Ask For Things

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Liking

Takeaway: Get Your Yes By Not Being a Dick

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Consensus

-People like to think they think for themselves but they don’t-

-Think of what we put on our websites and put that in our emails and pitches-

Takeaway: Get Your Yes By Quoting Experts and Showing Stats From

Known Sources

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Then Sweat The Small Stuff

It Can Be Introduced Without People Knowing. This Isn’t Nefarious, I

Promise… I’ll show you.

Compliment People

Compliment People

But Don’t Go Over The Top

Bring Gifts

Bring Gifts

But Don’t Go Over The Top

Use The Word Because

Use The Word Because

Because Studies Have Shown That It Works Even If The Reason

Isn’t A Real Reason

Use Smiley Faces

Use Smiley Faces

Trust Me. A Hand-Written Note With A Smiley Face On It Has Never

Resulted In A No For Me

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Request – But Give ‘Em A Way Out

Request – But Give ‘Em A Way Out

If People Think That They Have A Way Out Of Something They Are More Likely To Agree With You

Yes = Action

Yes = Action

Action = Success

Yes = Action

Action = Success

Success = Happy Stakeholders

Right, Time For FREE Pizza

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Thanks!!