『We Have Social Proof That Making An Effort Matters』のカバーアート

We Have Social Proof That Making An Effort Matters

We Have Social Proof That Making An Effort Matters

無料で聴く

ポッドキャストの詳細を見る

【Amazonプライム会員限定】今ならプレミアムプランが4か月 月額99円。

10月19日まで。※適用条件あり
David’s breakfast walk to Mylk Bar turned into the most talked-about blog post he has written, and Steve has a theory about why it hit small business owners so hard: our effort runs 24 hours a day and rarely earns a “thanks for doing that.” Robert Cialdini explains why a McDonald’s counter worker saying “the McFlurry is our most popular” lifted dessert sales by 45%. Our hosts ask what that means for a pizza shop with two stores and two very different favourites. Meta wants a monthly fee to help you after you’ve been hacked, and that’s before it limits how many links your business page can share. Steve and David suggest a megaphone is a fine tool and a terrible home. Finally, the 1949 Camel campaign shows social proof working for the wrong team, and David reckons it would still work today if the ban were lifted. Get ready to take notes. Talking About Marketing podcast episode notes with timecodes 01:45 Person This segment focusses on you, the person, because we believe business is personal.A Cane, a Dog Water Bowl and a Thank You at the Crossing Steve opens by thanking David for making an effort, because one of David’s recent blog posts drew a much bigger reaction than usual. It starts on a walk to breakfast at Mylk Bar. David steers around the furniture at Cibo Espresso, taps the dog water bowl with his cane without spilling it (“always a win”), listens to both traffic signals and lines up at the ramp. An elderly gentleman behind him says he doesn’t know how David does it. David says it’s worth the effort. The gentleman says his legs and hearing aren’t what they were, and he still can’t work it out. David’s reply: “Same as you. I keep making an effort.” Then the lights change, and David hears how hard each of the man’s steps is. David’s takeaway is that it’s lovely to have your effort recognised and just as lovely to recognise someone else’s, with no expectation of anything more. Steve then brings it home to small business. Anyone who owns or carries responsibility in a small business puts in effort around the clock, and most of it goes unnoticed. Steve wonders how thirsty our fields must be for a little rain of acknowledgement, and David adds that it takes only a “wow, thanks for doing that.” Nobody is asking for perfection. Steve shares his own habit of thanking ambulance officers, the café that reopened during COVID, and the chiropractor who fixed his arm after a long drive to Port Lincoln. So what if nobody thanks you? David says you can still pause and notice that you did a task well rather than doing the bare minimum, even if it’s only rinsing the soap off the dishes. You will be the one picking up that glass tomorrow. 09:15 Principles This segment focusses principles you can apply in your business today.“The McFlurry Is Our Most Popular” and Why That Works Steve builds up to Robert Cialdini with a very personal question about McDonald’s. David confesses to a weakness for thick shakes and a long search for one as good as his 10-year-old memory. Then to the research. In Cialdini’s telling, captured on the Every Thing They Don’t Tell You Podcast, half the customers at a McDonald’s counter were asked if they wanted a dessert. The other half heard the same question followed by “the McFlurry is our most popular.” Dessert sales rose 45%, and almost all of them were McFlurries. That’s social proof: evidence that plenty of people like you have already chosen. The hosts connect it to the Paradox of Choice. When there are too many options we often pick nothing, so naming the popular choice turns a big decision into a small one. David sees it in his legal marketing work in America, where linking a campaign to what a significant group of attorneys have already done always goes well. Both admit they forget to do this for themselves, like the chef who goes home and eats baked beans on toast. Steve is thinking about his client Raza, whose two Pedro’s Pizza stores have different bestsellers: meat lovers in Craigmore, chicken and avocado in Somerton Park. A staff member saying “this is the one most people choose here” could make the decision easier for a customer standing at the counter. The rule is to shine a light on where others have gathered, and to keep it true. David points out that someone will always say “prove it,” so you’d better be able to. 18:15 Problems This segment answers questions we've received from clients or listeners.Meta One and the Two-Link Toll Booth Steve and David turn to a company they’ve little affection for. Some Facebook business pages, The Adelaide Show among them, are now limited to two posts a month containing an external link. A listener, Belle Baker, shared a post from Liz Nable (I think we were saying Liz Noble in the recording, sorry Liz) in Sydney about Meta One, a paid subscription launched in Australia. Liz’s rundown of the tiers, drawn from a Smart Company article, runs from about $23 a ...
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません