The best bits for your brain: this week's top 5 reads & listens - episode 13
Around the interwebs and across the audiosphere, here's this week's most delicious content. Shortcut your way to creating successful habits, learn practical marketing tips and more.
#1 Best Read - Aesop's fable: the skincare company that puts culture first
AFR journalist Katrina Strickland provides a fascinating insight into Aesop.
Through a minute execution of design, precise culture fit and careful growth plans, this Melbourne skincare business is now global.
Best quote - "We knew that Aesop couldn’t be and doesn’t want to be all things to all people. If we tried to do that, we’d lose our voice.”
Moz.com is among the top resources in the world to understand SEO best practice.
This article brings back the basics of sound SEO principles. Well executed, these principles will deliver positive results, as this case study highlights.
Best quote - "The good news is that ranking a strategic keyword is still very much possible. It’s certainly not easy, but with the right process, anyone can rank for their target keyword."
#3 Best Read - 24 Books To Hone Your Strategic Mind
One of my favourite writers, Ryan Holiday's underlines the important of strategy. It's not something taught in schools, and mostly missing from a university's curriculum.
In business, everyone talks strategy. But few know it.
This article is a solid starting point.
Best quote - "We all have goals, we all have obstacles to those goals and we all live in a world we do not control. Those things combine to create the necessity of strategy."
Digital is driving and changing shopping habits, some of which retailers are embracing. Some, still stuck in the old days, are not.
This article points to where trends and the market is heading.
Best quote - "2017’s customers are being called “digital” or “omni-shoppers” because their buying habits are not limited by going to a mall or a brick-and-mortar store."
#5 Best Read - The Simple Secret to Creating New Habits That Actually Stick
We're speeding into 2017, five months in. So how are those New Year's promises and pledges going?
Here's an alternative to positive and permanent life changes. Start small, according to this article.
Best quote - "A month is a perfect amount of time for trying on new habits, like clothing in a department store dressing room."
#1 Best Listen - New York Times Leverages Snapchat as a Marketing Tool
This podcast programme provides the best advice and theory behind content marketing.
Among the topics discussed in this episode, Robert Rose and Joe Pulizzi discuss how tyre manufacturer company Michelin got into the content game a long time ago with road maps and restaurant guides, New York Times' opportunity to reach new audiences via Snapchat and why Heineken's antidote to the failed Pepsi activist ad doesn't go far enough.
Best quote - "The only difference between brands becoming media and media becoming brands is talent."
#2 Best Listen - How to create compelling copy that sells
Joe Polish, Dean Jackson, and copywriter guest Jennifer Hudye discuss the craft of copywriting.
- Why it's important to study old school direct response marketers such as Claude Hopkins, Gary Halbert and Dan Kennedy
- How to use 8 profit activators in copywriting
- Psychology and permission marketing
- Why copy needs to discover problems propose a solution to those problems
Best quote - "When you get the copy right, you've just hired a salesperson you don't have to pay."
If brand advocacy is best represented through customers getting a tattoo of your brand, then the summit has been reached. With 20,000 tattoos, the marketing team behind Tough Mudder have well on the way.
In this Digiday episode, Tough Mudder's SVP for brand and creative Jesse Bull talks about how tough Mudder develops its brand around passion points and the company's strategy in using social media platforms.
Best quote - "Our brand is built on teamwork and camaraderie, what it takes to get through it."
Glenn Azar from the Adventure Professionals shares his journey, from a broke Personal Trainer in Toowoomba to building a successful business.
Best quote - "You're standing on a mountain of knowledge. Share it. Put yourself out there."
The path to success of Airbnb was not clear, as co-founders Joe Gebbia and Brian Chesky reveal in this panel interview with Tony Robbins.
This is an inspiring story about resilience, hard work and being flexible enough to finding the tipping point.
Best quote - "It was the opposite of build it and they will come. It took many years."