In the absence of any other information, we tend to see confident people as more accurate, knowledgeable and credible.
Confidence is the quickest way to assess someone's capability.
The less confident someone is, the more likely we are to seek performance data.
The more easily available is performance data, the more likely we will check it.
When performance data is obtained, it overrides reliance on confidence alone.
A confident person will be more damaged by poor performance data than someone who was appropriately confident.
The prudent, long-term strategy would seem to be to be generally confident, indeed confident enough to say when you have doubts.
(Cheap talk and credibility: The consequences of confidence and accuracy on advisor credibility and persuasiveness. Sah, Moore & MacCoun 2013) >
One way to check you are hitting the right brand tone with your marketing material, particularly your website, is to create a voice map.
Get a piece of paper and draw a big vertical line down the middle and a big horizontal line across the middle, so you have a big cross.
At the top of the vertical, write 'highbrow'. At the bottom, 'lowbrow'. On the far left, write 'fun/personality'. On the far right, 'functional'.
Now decide where on this graph you think your website or business should sit. Perhaps highbrow and functional would be quite academic, or like the government statistical office. Functional and lowbrow might be "ten tips to .. ". Lowbrow and fun might be relationship and celebrity chat, and highbrow and fun might be your comedians with a message such as George Carlin, Stewart Lee or Stephen Fry.
How far away from the centre you are denotes how strong your message should be .. are you slightly highbrow but very fun?
Stick your mark where you think your website should be.
Then give the same exercise to others but ask them to mark where they think your website is.
Collate all the results, make an average, and the difference between what people think you are, and what you are, is the work you need to do. >
Come back another time for the ability to vote and make your own marketing planner.
There are lots of freelancers, sole traders and small to medium sized businesses who don't know how to market themselves, what next step to take. Perhaps you are one of them. Even if not you might be too busy, not have the required skill, or be clean out of budget to make it happen.
A Million Tweaks is a continual improvement process for marketing. It can dramatically improve your business. If you haven't the foggiest, we have. If you have marketing that works, we'll improve it.
Every day, A Million Tweaks publishes a proven marketing improvement suggestion, and it's voted on by subscribers. We will implement the best improvement suggestions in your business, whether it's
You decide how fast you want to go: £50/month, £200/month, £500/month, even £2,000/month. Start small, build up. Or start fast and get there sooner.
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If you don't trust that the advice will be good, sign up for one-per-day marketing tips below and see for yourself (it's free).
If you don't have the money, start small.
If you don't have the time, let me work on something I can just get on with, for example, your social media or even just a part of your website, or just one product. When I'm paying for myself, you can widen my brief.
Businesses are systems in equilibrium.
Your marketing is too.
A Million Tweaks is a method and a service: an improvement to your marketing every day (even if we start with nothing).
Like compound interest, those marketing improvements mount up.
Try us with something small or hand over all your marketing to our trusted expert system.
Where are you headed? What do you really want? An easier life? Retirement? Wealth? Better work-life balance? Promotion? Domination? To change the world?
A Million Tweaks aims to get you there, one tweak at a time.
Take the next step now, get in touch:
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Hi, I'm John Allsopp and I founded A Million Tweaks in 2009 to do just what it says, continually improve marketing systems.
Nowadays I'm still just as hungry to learn the latest and most effective marketing techniques in what is an incredibly fast moving world. Basically I buy all the training courses so you don't have to.
Actually that's not an insignificant thing. Back in the day I got a first in my degree (Internet Computing) because I did the work, obviously, but also because I studied well and that means taking information from different sources and mixing things up to find the truth in the middle, and I still do that today. I remember waking up one Sunday, switching on the wooden, push button TV we had next to the bed and Tony Buzan came on with his mind maps .. it's still how I study now.
There used to be a very popular service that read all the business books and summarised them for busy executives. I'm not sure if that's still going, but this service is like a modern equivalent, except we'll actually do the work for you too if you like.
In marketing, however, there is an absolute truth: the result. It's often more effort to talk about marketing improvements than to enact them. Don't talk: test. If it works it works. So A Million Tweaks is about making small, low risk changes every day and iterating our way to your fame and fortune.
Anyway, I was supposed to be introducing myself in this box. I live in Scarborough with my partner (who has ME/CFS). I'm 6'6" tall which I think makes me an observer. I drum in a ska band (come see us it's a great night) :-)
If you want to get in touch there's 07762 941921 but best for me is email firstname.lastname@example.org or hook up with me on Twitter or LinkedIn. Even better, fill out the form on this page and let's get talking about how we can apply some of these marketing improvements to your business, it's no good left stuck in my head now, is it?