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12. How do potential clients in ‘The Long Tail’ find a small business?

Some argue that, despite ‘the long tail’ that has been uncovered by the development of the web (the many minor niches that suddenly can attract a supplier to the niche because they can now find a large enough audience to make … Continued

11. Small business and exploiting ‘The Long Tail’ on the web

Chris Anderson – along with Seth Godin and Malcolm Gladwell – has been among the most influential writers about how new media are creating new dynamics. As Godin looks at the nature of marketing and the change to ‘Permission Marketing’ … Continued

10. The Tipping Point for Small Business

Previous blogs have explored some of Malcolm Gladwell’s ideas. What can a small business learn from Gladwell?   Focus on identifying the Connectors (the people who know everyone and are pro-active referrers), the Mavens (the experts, the people who are … Continued

9. What’s going on around you?

The Power of Context is the third of Gladwells three key factors. He illustrates this by a ‘Good Samaritan’ experiment which was undertaken at a US campus with theological students. This showed that whatever the personal attitudes of the subjects … Continued

8. How Sticky is Your message?

Malcolm Gladwell in ‘The Tipping Point’ talks about the ‘Stickiness’ Factor.  ‘Stickiness’ of a message can result from small adjustments. In direct marketing it has been shown that a few changes in wording can change response rates by 25%. Gladwell … Continued

7. Gladwell’s Law of the Few

  Who are the few who make the difference? Amongst the Few, Gladwell identifies Connectors – people with a special gift for bringing the world together – Mavens – experts, information-spreaders and campaigners – and Salesmen – the persuaders who … Continued

6. The Tipping Point: How Little Things can make a big difference

  Malcolm Gladwell’s 2000 book links naturally with Seth Godin’s ideasvirus. It was described by the Daily Telegraph as “a wonderfully offbeat study of that little-understood phenomenon, the social epidemic”. He uses as examples Baltimore’s problem with syphilis, the Ride … Continued

5. And finally Seth Godin’s ‘Unleashing the Ideasvirus’

Godin published this book in 2001 – effectively a model for building a customer base in the world of new media opportunities. Word-of-mouth has always been important and been able to create rapid growth of awareness, but in the internet … Continued

4. Seth Godin’s ‘Purple Cow’ interpreted for small business

For Seth Godin the Purple Cow is the eighth P of marketing – along with Product, Price, Promotion, Place or route to market, People, Physical Presence (branding) and Process – and it stands for ‘Be remarkable’. Yes, he is cheating … Continued

3. Why play it safe?

Seth Godin’s interesting comment on the changed world of marketing is that the formula that worked well in the past – go for the vanilla flavour, the volume popular product that appeals to the mass market, and create a really … Continued

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