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The Marketability eBulletin

Our free resources currently comprise the fortnightly eBulletin, and a searchable archive of almost 1000 original articles that have been edited and archived for their continuing relevance.

Welcome to our latest fortnightly eBulletin, posted here on 11 November 2014. In this issue:


Fascinating Taylor & Francis Use of Social Media by the Library white paper

T&F have recently conducted research into use of social media in academic libraries and are making the results of this free and available to all. The report was launched last week with librarians in Oxford and in Singapore. Fascinating reading, designed as a resource for academic librarians, but directly applicable to anyone marketing to the higher education sector. Includes how librarians are currently using it, which platforms, for what purposes, to what effect, and what they see happening in the future.

It’s my view (and clearly that of T&F) that sharing such research results is beneficial to all. If you’ve done something similar and would like to bring it to our attention, drop me an email! Thanks to Barry Clarke at T&F in Singapore for drawing this to  my attention.

Use of Social Media by the Library (32 page PDF) is free to download.

Lots more like this on our Academic Marketing Workshop and Social Media Marketing Boot Camp.

 

Why a company with 38,000 fans is quitting Facebook

Copyblogger’s enewsletter last week started ‘Have you ever stared at something knowing you’re doing everything right, and it still won’t … freaking … work?’

They were referring to Facebook. Despite the impressive numbers, the engagement wasn’t there. Emails were getting clicks, Twitter was delivering traffic to their website, Facebook posts were getting a couple of shares and a handful of likes and almost no comments. They concluded that the business wasn’t deriving any benefit, though it was investing plenty of time, so it was time to quit.

This, for me, came after a string of conversations with publishers about getting tougher with social media accounts that aren’t delivering ROI (tangible benefits, not just likes and retweets). All of which indicates a healthy trend towards social media taking its place alongside other available channels, subject to the same critical appraisal, rather than being something we do ‘because we think we should’.

Read Copyblogger’s announcement for yourself.

Our Social Media Marketing Boot Camp has always taken a pragmatic approach, and is designed to help you decide which channels really are right for your business.

 

Genius expert explains how to save the life of a heart attack victim

Last month a radio interview caught my attention. The interviewee was talking about people being reluctant to perform CPR on heart attack victims, even though the time before the emergency services arrive is the most critical.

‘People are scared they’ll do it wrong and cause damage, but someone who’s had a heart attack and has stopped breathing is effectively dead. You can’t make them more dead – you can only help. I don’t think someone brought back to life has ever complained about a broken rib.’

And on the subject of how fast to push the chest he said: ‘do it to the tune of ‘Stayin’ Alive’ and that’s about right’.

Genius – what a fantastic teacher. This man really knows how to put a point across. He stripped the message right back to the essentials (‘you can’t make someone more dead’), and gave an example that many will readily relate to (the Bee Gees’ song). Both of which tactics we can use to excellent effect in copywriting.

Read more about our Copywriting Workshop (our most popular in-company tailored training option).

 

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Tip of the week: Know exactly who your customer is (how not to do it)

M&S trading results were announced last week, and the CEO was asked about the poor performance of their clothes (again), and whether they knew their customer accurately enough to address the decline. The answer: ‘We know exactly who she is. She’s someone who wants to be inspired by stylish fashion.’ Excuse me? If this is as close as they can get they’re in big trouble … there is nothing to differentiate this ‘customer’ from that of any other clothes retailer.

The tip is to focus really precisely on WHY your customer will want to buy from YOU. Focus on what differentiates you. Be vague and hope to appeal to ‘everyone’ and you will fail. Period.

Our Impressive Marketing Plans on a Small Budget workshop has much more like this.

 
 

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