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Added for You - E-commerce : The Bottom of Pyramid Approach
Simple English Sells Better
In marketing communications, it is almost always better to write in simple English than in what some people perceive to be ‘grander’ or ‘more sophisticated’ language. This short article illustrates what can happen, using a real example.Here we have a simple sentence in English: “ Inspired by her visit to London, Mary redecorated her house.”The subject of the sentence (Mary) is followed at once by a concrete verb in active voice (redecorated), followed by the object (her house). The phrase describing the subject is placed as close to it as possible: it is also logical that this comes right at the beginning, since the inspiration clearly came before the redecorating.However, in business communications, many people find this sort of language too simple; not ‘formal’ enough. So they turn the sentence round and use the passive voice. This very often leads the writer into the common trap in which the adjectival phrase now describes the object and not the subject.
. Prahalad, Wharton Publishing).In marketing communications, it is almost always better to write in simple English than in what some people perceive to be ‘grander’ or ‘more sophisticated’ language. This short article illustrates what can happen, using a real example.Here we have a simple sentence in English: “ Inspired by her visit to London, Mary redecorated her house.”The subject of the sentence (Mary) is followed at once by a concrete verb in active voice (redecorated), followed by the object (her house). The phrase describing the subject is placed as close to it as possible: it is also logical that this comes right at the beginning, since the inspiration clearly came before the redecorating.However, in business communications, many people find this sort of language too simple; not ‘formal’ enough. So they turn the sentence round and use the passive voice. This very often leads the writer into the common trap in which the adjectival phrase now describes the object and not the subject.
In 1990s, Internet came along and change the paradigm of whole global market.
Business Success is the Mother of Reinvention
Imagine going to your local grocery store and having to ask the clerk behind the counter to get your groceries for you! If it hadn’t been for a man named Clarence Saunders, a grocery wholesaler from Memphis, Tennessee who took a patent out in 1917 for what he called “Self-Serving Stores” we all might have been at the mercy of store clerks who kept the goods behind a counter. He thought it would save time and money to have the patrons gather their own goods and bring them up to the front of the store where clerks would ring up the purchases.We generally take for granted the process of going to a grocery story or department store and collecting what we want in our baskets and checking out with the clerks, but if you’ve ever had occasion to visit a historic restoration site such as Gettysburg or Old Sturbridge Village, you’ll see general stores set up on the pre-1917 plan with long counters winding in front of stacked shelves.What is it with people like Saunders who s
For centuries and most of the decades in the 20th century (i.e when computer was invented) access and communication was the tool of rich and ultra rich people, prohibitively expansive to ‘not so rich’ and ‘not at all rich’ people. All marketing research and development was focused on the 20% of the market based on the management principle 80:20, ignoring the vast 4 billion people who are at the bottom of the pyramid( read Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).Imagine going to your local grocery store and having to ask the clerk behind the counter to get your groceries for you! If it hadn’t been for a man named Clarence Saunders, a grocery wholesaler from Memphis, Tennessee who took a patent out in 1917 for what he called “Self-Serving Stores” we all might have been at the mercy of store clerks who kept the goods behind a counter. He thought it would save time and money to have the patrons gather their own goods and bring them up to the front of the store where clerks would ring up the purchases.We generally take for granted the process of going to a grocery story or department store and collecting what we want in our baskets and checking out with the clerks, but if you’ve ever had occasion to visit a historic restoration site such as Gettysburg or Old Sturbridge Village, you’ll see general stores set up on the pre-1917 plan with long counters winding in front of stacked shelves.What is it with people like Saunders who s
In 1990s, Internet came along and change the paradigm of whole global market.
Five Ways to Turn Small Projects into Professional Success
I know that there have been people with the title of Project Manager for many years, and there has been a growing body of knowledge, skills, tools and techniques in the area of project management for a long time. Yes, there have always been projects. But never before has it been so important for every person to be able to lead, manage or participate in projects of all sizes.The Quality movement of the 80’s and 90’s taught people everywhere that work is a process – that we can look at our work in this way to make improvements, large and small. The improvement came in part because it got people to think about their work in new ways.Work is still a process, but many jobs have less of a process focus than they once did. Technology has driven some of this change – many steps that used to be manual and labor intensive are now handled by computers and their related tools. But expectations and needs have changed too. With technology and ever streamlined processes, organi
was the tool of rich and ultra rich people, prohibitively expansive to ‘not so rich’ and ‘not at all rich’ people. All marketing research and development was focused on the 20% of the market based on the management principle 80:20, ignoring the vast 4 billion people who are at the bottom of the pyramid( read Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).I know that there have been people with the title of Project Manager for many years, and there has been a growing body of knowledge, skills, tools and techniques in the area of project management for a long time. Yes, there have always been projects. But never before has it been so important for every person to be able to lead, manage or participate in projects of all sizes.The Quality movement of the 80’s and 90’s taught people everywhere that work is a process – that we can look at our work in this way to make improvements, large and small. The improvement came in part because it got people to think about their work in new ways.Work is still a process, but many jobs have less of a process focus than they once did. Technology has driven some of this change – many steps that used to be manual and labor intensive are now handled by computers and their related tools. But expectations and needs have changed too. With technology and ever streamlined processes, organi
In 1990s, Internet came along and change the paradigm of whole global market.
Brainstorming Do's and Don'ts
We tend to put brainstorming in a box and assume that it is a no-holds barred, free form meeting with no structure or focus. But quite the opposite is the case. In fact there are lots of things that can derail a brainstorming meeting and put the meeting into a permanent tailspin.Perhaps the most important don't for brainstorming is don't be critical or judgmental of ideas presented during brainstorming. Successful brainstorming generates massive quantities of diverse and sometimes fantastical ideas. Fantastical ideas are good during brainstorming, not bad. You want a high quantity of ideas during brainstorming, not quality. There will be plenty of time later to dissect and analyze.Do make sure you have a clear purpose for the meeting and stick too it while brainstorming. Tangents and off beat thoughts are great during brainstorming but your purpose should not be to solve all the problems of the universe before the meeting ends. Sometimes a brainstorming facil
ll marketing research and development was focused on the 20% of the market based on the management principle 80:20, ignoring the vast 4 billion people who are at the bottom of the pyramid( read Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).We tend to put brainstorming in a box and assume that it is a no-holds barred, free form meeting with no structure or focus. But quite the opposite is the case. In fact there are lots of things that can derail a brainstorming meeting and put the meeting into a permanent tailspin.Perhaps the most important don't for brainstorming is don't be critical or judgmental of ideas presented during brainstorming. Successful brainstorming generates massive quantities of diverse and sometimes fantastical ideas. Fantastical ideas are good during brainstorming, not bad. You want a high quantity of ideas during brainstorming, not quality. There will be plenty of time later to dissect and analyze.Do make sure you have a clear purpose for the meeting and stick too it while brainstorming. Tangents and off beat thoughts are great during brainstorming but your purpose should not be to solve all the problems of the universe before the meeting ends. Sometimes a brainstorming facil
In 1990s, Internet came along and change the paradigm of whole global market.
Is Your Copy Making the Cut? Part II - Marketing Collateral
Business cards, brochures, data sheets and media kits are often your very first introduction to potential clients. What statement are you making for yourself? Do potential clients feel that your organization is competent and well-qualified when they read your brochures? Does your media kit give members of the media the perception that your organization is trustworthy and that its representatives are well-spoken?Powerful marketing pieces can have a tremendous affect upon your audience, moving them to action, or at least getting them one step closer to becoming a client. Poorly conceived, poorly written and/or cheaply produced materials can be quite the opposite – the marketing kiss of death.Consider your marketing materials, and then answer the following questions honestly:Are you one of the many small business owners that do not have a media kit?Did you create your business cards at midnight, the night before a networking event?Is your idea o
gnoring the vast 4 billion people who are at the bottom of the pyramid( read Fortune at the Bottom of Pyramid by C.K. Prahalad, Wharton Publishing).Business cards, brochures, data sheets and media kits are often your very first introduction to potential clients. What statement are you making for yourself? Do potential clients feel that your organization is competent and well-qualified when they read your brochures? Does your media kit give members of the media the perception that your organization is trustworthy and that its representatives are well-spoken?Powerful marketing pieces can have a tremendous affect upon your audience, moving them to action, or at least getting them one step closer to becoming a client. Poorly conceived, poorly written and/or cheaply produced materials can be quite the opposite – the marketing kiss of death.Consider your marketing materials, and then answer the following questions honestly:Are you one of the many small business owners that do not have a media kit?Did you create your business cards at midnight, the night before a networking event?Is your idea o
In 1990s, Internet came along and change the paradigm of whole global market.
10 Secrets of Trade Show Selling: #8
Enter a drawing, play a game, sample something, check out an unusual object, meet a celebrity guest, talk to stunning spokes models, watch a magician - these and dozens of other ideas seem to be perfect bait for attracting people to your booth ... but there's a problem.They attract EVERYONE - and THAT'S probably NOT what you were hoping to do (unless your ideal prospect is EVERYONE!) Generally speaking, your ideal prospects are but a fraction of the total group attending the show - and with a steady parade of people walking past your booth, there's NO TIME to waste with visitors who will NEVER become your customers.You want to use bait that is only interesting to the visitors you REALLY want to meet - and unappealing to everyone else. In addition, the perfect bait must hold their attention ONLY as long as it takes for you to approach them and introduce yourself.A big screen TV showing a live sporting event will certainly attract a whole flock of visitors and
. Prahalad, Wharton Publishing).Enter a drawing, play a game, sample something, check out an unusual object, meet a celebrity guest, talk to stunning spokes models, watch a magician - these and dozens of other ideas seem to be perfect bait for attracting people to your booth ... but there's a problem.They attract EVERYONE - and THAT'S probably NOT what you were hoping to do (unless your ideal prospect is EVERYONE!) Generally speaking, your ideal prospects are but a fraction of the total group attending the show - and with a steady parade of people walking past your booth, there's NO TIME to waste with visitors who will NEVER become your customers.You want to use bait that is only interesting to the visitors you REALLY want to meet - and unappealing to everyone else. In addition, the perfect bait must hold their attention ONLY as long as it takes for you to approach them and introduce yourself.A big screen TV showing a live sporting event will certainly attract a whole flock of visitors and
In 1990s, Internet came along and change the paradigm of whole global market. Because here we have a great tool “Internet” a very efficient, very potent to penetrate the earlier thought impregnable market sec. For most if the time it is the exposure to the outer world and information is necessary to make any decision and growth of any section of society or part of world. Internet is playing that role very efficiently.
Internet is a Mass product. Here power lies in the hand of individuals, rich or not so rich(This terminology is tak
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