August 30, 2009 62 Comments

Simple Is Best

lemonade stand We marketed Trust Agents in a fairly straightforward way. We didn’t create Twitter visualization apps with floating TwitPics and Flickr groups of people holding up the book (though I love every photo we see of you and/or the book). We didn’t build a very elaborate website, but felt there should be something there.

In fact, nothing we did was especially earth shattering.

Except it was.

We asked you to buy the book. We asked you to point out to your friends or colleagues the book if you felt they could use it. We thanked you via Twitter and Facebook and email and whatever other way you reached back to us to tell us you were reading it, that you liked it, that you found the “zbecause” typo on page 125. (**Update: Keith would like for me to be clear and state that we didn’t think ALL of you. We missed some of you. So, thank you, too, even when we couldn’t get to you personally. We love you. It’s us, not you.**).

Evaluate HOW You View Social Tools

A lot of times, agencies and consultants make things complex. We do this because we’re worried that people won’t think what we’re offering is important. Know what’s important? Sales. Basic things like getting the product into the right hands helps. Making relationships that matter when you need them is key.

The tools aren’t cool because they’re the new shiny object. They’re cool because they let you work more closely with people. It’s an opportunity to create relationships that matter, and a chance to do so in a very nuanced and human fashion.

You’ve got some great opportunities out there to help companies (or your own business or organization) move some needles using these tools. Think simple. Think simple first. Work with every tool from the perspective of what you really need to see happen, and then decide which tools accomplish that.

Thoughts?

Photo credit pink.polka

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Newer Comments →
  • http://BusinessBlogs.co.nz Marc Krisjanous

    I am looking forward to your book being available in New Zealand so I can do a few write-ups about it.

    This post raises the common scare with business people “what should I being looking at to promote my business?”. When they see the huge offering of tools they normally give up. We suggest that they first find out where their buyers are located then hang out there and see how they interact before participating.

    Cheers

    Marc

  • http://33charts.com/ DrV

    This story is so encouraging for authors. You need to package this experience for new authors. The process of marketing books is changing. You're the proof.

  • mpoweringu

    Very nice Chris! What I love is that the time leading up to the release of your's and Julien's book is an exact example of what this book is about! So prove the book WHILE you release it! Fantastic!

    Businesses biggest issue is this… fear of the negative feedback… and fear of not being able to control it! That's 50 years worth of “old marketing mentality” that has to be overcome to fully embrace the new, social world! Not easy for most of them!

    Tell them it will increase their sales by 300% and show proof… they'll jump on board! So thanks! You and Julien have given me a “case study” I can point to!

  • gregsatell

    Chris,

    It's a very good point, but it doesn't stop at Social Media. Whether it's GRP's, CTR's USP's PPC's XTZ's or ABC”s over-reliance on metrics and terminology is the mark of an amateur.

    - Greg

  • http://twitter.com/calgreg greg cryns

    It makes good business sense, Chris. Business is not a science. It is someone saying “What do you want and how much are you willing to pay for it.”

    Dare I say K.I.S.S. :)

    greg

  • http://www.cabinetcomcoach.com/ Cedric

    +1 – Getting rid of the need to make thing complex in order to feel competent is the essence of mastery: to know the basics of what works with the objective in mind.

    Thanks for the reminder

    C.

  • http://twitter.com/pete_buckley Pete Buckley

    I like this a lot, but how succesful this type of activity is deemed to be really depends on what research you are using to track how those needles move. As this type of activity is often on quite a small scale (one to one), it would not move many of the needles most clients look to track, a part from potentially the most important needle – sales.

    This type of activity really challenges the research industry to find a way to track and quantify the relationships created, to allow the value created to be highlighted.

  • http://www.honeybeeconsulting.com startabuzz

    I'm hard-pressed to think of an instance when less, in fact, is NOT more. Simple is good. Simple works. If you've got something of quality, it doesn't have to be covered in bells, whistles and all things flash.

  • http://chrisbrogan.com Chris Brogan

    That's my first and favorite needle, Pete. That's in every pitch I make to clients. If I'm not moving sales, I'm not satisfied.

  • http://www.twitter.com/mikelizun mikelizun

    Post is a good reminder. Simple yet still very strategic. You leveraged what you already built; a large following on social networks, and that network helped you spread the message. This can work over and over again if it is done correctly. I love simple. Work smarter, not harder.

  • http://twitter.com/CluelessCrafter Lydia Barry Kutko

    It's true that overworking a marketing angle does little in the end. Yes, we need to get back to basic, true and honest communication. Keeping it simple is freeing, too.

  • http://www.lceperspective.com Lars-Christian

    Hi,

    Hopefully Trust Agents will arrive any day now. I found out about through Jonathan Fields, just like I found out about your blog through his book Career Renegade, and I enjoy reading your posts as they show up in my reader. I've only recently started blogging, and I'm learning something new about it every day. Thanks :)

    I think it goes to show that your attitude towards attention on the social web is spot on.

    - Lars-Christian

  • pijushkantimukherjee

    Everytime you when you feel your business is growing ,before you invite a consultant and hand him over a hefty cheque the best and prudent thing will be to Go to the basic…

  • http://KnowtheNetwork.com Keith

    I bought the book and can't wait to get started reading. I've really enjoyed your work but I must take issue with a portion of your post.

    “We thanked you via Twitter and Facebook and email and whatever other way you reached back to us to tell us you were reading it, that you liked it,”

    I think it is worth noting that many of us bought the book and encourage our friends to do so and we didn't receive a thank you or @reply. Honestly, I didn't expect one nor did I do it with that motivation. I spread the word about your book because you've been a tremendous help and guide and I'd like to show my financial support as well as introducing others to you. That's why I helped.

    However, its a bit disheartening to see a follow up post that alludes to all of us getting thanked. I think it would be more appropriate to state “It's impossible to thank all of you individually but I want to say a heartfelt thank you to all of you.”

    This includes me instead of excluding me. Still loyal and Still a fan.

    Can't wait to ready the book.

  • http://twitter.com/LaurindaShaver Laurinda Shaver

    I believe simple = focused. What are you trying to accomplish? If your viewers / users / visitors can't figure it out easily, then all you have done is added clutter instead of accomplishing something.

  • foleymo

    How many folks did you hear from about Page 125?

  • partywedo

    There is a 1960's Elephant Joke that I appreciate: (it relates, I promise) “How do you carve a marble elephant?” – You take a big hunk of marble and then chip off all of it that doesn't look like an elephant…
    I look at it this way.. There a many people who want to see something good develop out of this big hunk of social networks. But, to make a useful form out of this mass, we must invite many people to take out small chips and finish the best possible work. Elephant carving can be simplified with many chisels working toward the same goal.

    This is a collaborative art project, where we must trust others to assist in the chipping process that eventually reveals our best elephant sculptures.

  • digiphile

    KISS first, adjust as needed — but then @calgreg already pointed that out.

  • http://www.buckdaddyblog.com BuckDaddy

    I try to use KISS (Keep It Simple Stupid) in everything I do. Run a givewaway make sure not too many hoops. I think the reason the needle moved is because you interacted and you asked. I bought the book bc you asked and didn't sell me on it. I am enjoying it throughly and is the first book in a long time that I am trying to absorb all the lessons. I read it with a sticky pad nearby so I can go back to certain sections.

  • http://www.netwitsthinktank.com frank barry

    I think every exec would agree @chrisbrogan – “Know what’s important? Sales.”

    So how do you measure the impact of social media use with the sales metric?

    In your book example it is very clear. From the begining you used social media to promote it. Your network spread the word for you. People around the world blogged about it (and continue to do so: http://www.loiclemeur.com/english/2009/08/why-w…). It's been incredible to watch.

    Your example is a great one, but it also begs the question “how on earth does a company do that when they don't have the presence online like you (or any other major social media player)”. I know it's possible, but I struggle with finding the answer.

    BTW … I'm enjoying the book on my vacation =)

    http://twitter.com/franswaa

  • http://web2andmore.net Kevin Tea

    Well I have pre-ordered it from Amazon UK and unfortunately I don't think it will arrive to become holiday reading but it mis something to look forward to on my return

  • http://www.fabianpattberg.com fpattberg

    Simple is mostly the best way to go. Simple and honest. That is at least how I would like promotions to be.

  • http://www.justinwilliams.me/ Justin

    Great advice, Chris. At my job, we've been guilty of chasing the latest and greatest before we even understood the fundamental aspect of where we wanted to go.

    With my eye on my next professional step, I started reading “Trust Agents” today. I'm blogging about where your advice takes me at http://www.justinwilliams.me.

  • Chris_Ott

    Wow Chris,

    Great point. I'm always trying to articulate why people over-complicate things and I think you summed it up. Just subscribed.

    Stop by Referral Key sometime.

    best,
    Chris O.
    Referral Key

  • http://www.afhill.com Andrea Hill (afhill)

    >The tools aren’t cool because they’re the new shiny object. They’re cool because they let you work more closely with people.

    Exactly right… except, you're Chris Brogan. You don't need the fancy buzzworthy tools because you already have tremendous reach. In other instances, gimmick or novelty is required to make people stand up and pay attention. I don't watch the Discovery Channel – I don't even have cable. but FrenziedWaters raised my awareness of upcoming programming.

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  • http://thelostjacket.com Stuart Foster

    I get sick of saying “Don't reinvent the wheel.” unfortunately it needs to be treated as if it is a draconian chant.

  • http://chrisbrogan.com Chris Brogan

    But I *wasn't* Chris Brogan. You come at this like I was just sitting around and got famous. I earned every eyeball. And that's what I'm saying about things like the gimmick. They're a temporary thing. They're not THE thing.

  • http://chrisbrogan.com Chris Brogan

    So far? Like… 70

  • http://chrisbrogan.com Chris Brogan

    Hi Keith. You're right. I probably missed a few people. Check my stream though. You'll see lots and lots and lots of efforts to thank people for it.

    I'm sorry that I missed you.

    Thank you, Keith. I appreciate your bringing to light the fact that I missed you, and no doubt, some others.

  • http://KnowtheNetwork.com Keith

    I have no doubt sir. I'd never question your gratitude b/c I feel I
    know you. the proof is found in you taking the time to reply. Chris
    you do great work and i'm wiser for listening to you

    Thank you from all of us.

    Keith
    http://knowthenetwork.com
    @tsudo on Twitter

  • http://www.afhill.com Andrea Hill (afhill)

    oh, definitely. When I first drafted a response I started to write about marketing vs product:

    you can drum up some initial interest/buzz about something, but if the product isn't solid, it won't continue to be popular. On the flip side, if you have a great product, it can continue to do well on that reputation alone. That's where you are: the great, well-known product. :)

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  • http://www.PurplePhonePR.com/ Rachel Minihan

    What I liked so much about the post is that you called out Twitter/FB/Etc as tools. I talk to so many people who think just getting accounts setup will do the trick and don't think much about WHY? Just because everyone else is is not a good business reason.

  • Diane Brogan

    Thank you for pointing out the “zbecause” typo on page 125. That means I have a first edition of your book. That makes it even more valuable.

  • http://socialbutterflyguy.com/ DJ Waldow

    Chris –

    I read the book. I loved it. I tweeted about it. I took pictures of it (http://twitpic.com/fw9nw and http://twitpic.com/fifta). I suggested it to others. I even found that dang typo. However, I did all of this because I *trusted* you. So, while I agree that “simple is best.” You guys have done a TON to build that trust…to get to this point…to make it “simple.”

    Agree?

    dj

    –
    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

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  • simonstapleton

    It takes courage to be simple. Complex is for the insecure… it hides deficiencies and forms the false perception of value

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  • http://twitter.com/PeterPaluska Peter Paluska

    Awesome. I am a HUGE fan of simple. Man am I a fan!
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    Thanks, Chris!

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