Go Big or Go Home #TheInbounder


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My session from The Inbounder in Valencia May 2016. Successful Content Marketing for SEO - getting the big links and coverage by having the right mindset and focusing on the creative idea. Thinking like a 50s ad exec and executing like a geek!

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  • People like Martin Luther King, Steve Jobs and Elon Musk – all have something in common.
  • The Golden Circle: Everyone knows WHAT they do, some knows HOW they do it, but FEW know WHY they do it. NOT a profit, that’s just a result. Why is your purpose your belief!!
    The great leaders and companies operates from the INSIDE out, starting with WHY not WHAT.
  • This is how most companies market. Say what it does, and why it is different. This is how most marketing and people communicate.
  • Here’s how APPLE sells
  • IT IS BIOLOGY not psychology. When we communicate from the outside in YES people can understand vast amount of information, facts and figures. It just DOESN”T drive behavior!
    But when we communicate from the inside OUT we communicate directly with the part of the brain that controls behavior, and then we allow them to rationalize it. This is where GUT feeling comes in, when people say yes I understand the facts and figures it just doesn’t FEEL right.
  • The tipping point (mass market success) lies between the Early Adapters and Early Majority at about 15-18%. Early majority will not try something before someone else have tried it first.

    When it comes to targeting sites for coverage and links we have tendency to THINK like Innovators and Early adopters but to get mass success we need to appeal to the early majority before achieving mass success. And to do that we need to focus on the core of the idea – WHY are we doing this. People don’t buy what you do BUT WHY you do it.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • Narvik - national significance feeling of pride. Achieved army, monarchy and top broadcaster.
  • Go Big or Go Home #TheInbounder

    1. 1. @LisaDMyers Go Big or Go Home LISA MYERS, CEO Verve Search #theinbounder Ponencia en inglés - Ponte los
    2. 2. Have you ever thought: Why are some companies or people more successful than others?
    3. 3. Source: Simon Sinek
    4. 4. We make great campaigns. They’re creative, innovative, beautifully designed, and easy to use. Want to buy our services? “ ”
    5. 5. We want to be THE destination for digital pioneers. We believe in thinking differently and pushing the boundaries. The way we push the boundaries is by being brave, honest, inquisitive and accountable. We just happen to make great campaigns. Want to buy our services? “ ”
    6. 6. People don’t buy WHAT you do but WHY you do it! Source: Simon Sinek
    7. 7. Facts and figures don’t drive behavior People buy WHY you do it! NOT what or HOW! What you do is just the proof.
    8. 8. The idea needs to be simple and compact enough to be sticky and meaningful enough to be different
    9. 9. 1.Does it support our vision and values? 2.Simple yet meaningful core idea 3.Easy to use, great design and execution. WHY HOW WHAT
    10. 10. https://www.flipsnack.com/modern-day-classics/
    11. 11. Plans just don’t work in the battlefield
    12. 12. Narvikhttps://blogg.expedia.no/slaget-om-narvik/en
    13. 13. Emotional investment through collaboration makes outreach more successful
    14. 14. https://malmohus-slott.expedia.se/
    15. 15. Data and emotions are your friends
    16. 16. http://www.gocompare.com/money/billionaire-league/
    17. 17. Nostalgia and history + technology = Sweet Spot (Un momento dulce)
    18. 18. Historic London http://www.expedia.co.uk/vc/historicLondon
    19. 19. http://www.expedia.co.uk/vc/historicLondon
    20. 20. When your campaign is good enough to get TV coverage
    21. 21. How?
    22. 22. How? Why?
    23. 23. Passion Determination Belief
    24. 24. Luke: “I can’t believe it” Yoda: “That is why you fail
    25. 25. change the way you look at things the things you look at change if you Wayne Dyer
    26. 26. What’s the biggest difference between Elon Musk and someone in a dead end job?
    27. 27. IQ? Upbringing? Education? Luck?
    28. 28. 100 people theory
    29. 29. HOW YOU THINK
    30. 30. It’s not who you are that holds you back, it’s who you think you are. – David Brinkley
    31. 31. Inspiration & recommendations: Ted Talk: Simon Sinek - “How great leaders inspire action” https://goo.gl/RxMK8e Books: Adam Grant “Originals” https://goo.gl/PE4Bvt Malcom Gladwell “Blink” https://goo.gl/YYG7Bn Chip & Dan Heath “Made to Stick” https://goo.gl/tszdjO
    32. 32. Thank You! Lisa@vervesearch.c om @LisaDMyers @VerveSearch
    33. 33. GRACIAS THANK YOU #theinbounder @LisaDMyers LISA MYERS, CEO Verve Search