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"According to a Wyzowl report, 87% of marketing professionals utilized videos as part of their marketing strategy in 2019".
Check out the types of social media videos you can create. https://cfpp.co/fluzWb-V #โฆษกระดับโลก #thai #voiceover #artist #CoffeePuppy
[How Does a Customer's Need for Progress Create Demand?]
Have you ever wondered what is going on inside someone else's head?
Why do customers who have learned about your product fail to try it?
How can you use marketing to create demand in potential customers who have not taken that risky first step like the early adopters?
The answers lie in figuring out whether your product can actually help someone feel progress. Progress enabling is a core demand-side catalyst in early stage product marketing.
A core piece of the marketing process is understanding how an emotional or mental demand for progress tunes a potential customer's strategy for choosing your product. You may have heard of "Jobs to Be Done" theory. There's a piece of this theory that I have used when talking with founders about how they shape marketing messages and strategies for early stage product.
Take a look at the image. These "levers" of progress making forces are good ways to interpret what a customer might be experiencing when they choose your product. How can you exploit this? There's a conceptual approach and then actual steps.
Conceptually: It's important to approach this by undrstanding that a customer wants to assign a job to your product. In other words, they don't choose your product because it's cheaper than the competitions or because it's blue or red, or big or small. They aren't worried about features. What they are concerned with is, "How does this help me do the thing that I want to get done?"
As the founder, who is also managing marketing, you need to interpret that inner drive, and then translate that back to the customer as a phrase, a story, or a design concept that helps them see that journey in your product.
Okay right, so how do I do that? Good question.
Tactics
1. Find early adopters of your product. You have obviously had early success, that's why you are contributing time, thoughts and money to this marketing project. You need to talk to those early adopters.
2. Ask them to sit down for an interview with you after telling them you would like to interview them about their personal journey in choosing this product. This can be on the phone or through online video, but it's ideally in person. You want to be able to see body language, facial expressions, and feel the tone of the person when you ask them questions about their journey.
3. Work through a series of questions with them that focus on their emotional state and their approach to the product. There might be several types of questions here, but what you are trying to dig for is: "What were you thinking when you chose this product? What were you feeling?"
4. At this point, you want to really get super detailed about exactly what they wanted, how they obtained it and what was the result of that success. Ask them to play a movie in their head, and they are the star of that movie, and ask them to describe, step by step, as if they are in that movie, exactly what happened when they chose your product.
5. Take copious notes about this. Try to interview a series of people in this same manner. Make it a logical process and standardize it.
At the end of this process, you should have a trend. Each of these customers should show you something that is similar to each other customer about the WHY of their choosing.
It should resemble something close to this image. There should be encounters with each of these progress-making forces.
Your marketing story then needs to take the shape of offering the product as a catalyst or an enabler of this progress. No one product will look the same in terms of its storytelling characteristics.
If you want an example of what a progress-making story looks like in marketing, you should watch the video about Snickers that I have put at the end of this post. You should be able to see exactly what I am talking about. The marketing for this product is a story, not about the features of the candy, but about the progress that the customer feels, exactly as he feels it. And the product is simply the prop in that customer journey. It's about experience.
I hope this helps early stage founders understand the forces of progress that are in a customer's life. If you would like to talk about your marketing strategy, please ping me by leaving a comment or sending me a message. At AppWorks, we love spending time with founders and figuring out these hard problems.
Video: https://youtu.be/vW6ZXHWvaGc
If you are a founder who would like help getting better at building, marketing, or driving revenue growth, come join us at AppWorks Accelerator for the 2020 session beginning in March, applications close on December 16: http://bit.ly/32YvBYh
Doug Crets
English Communications Master, AppWorks
【營養師Q&A】人人都說要吃Superfood
Q：「超級食物」就一定好？
（T：註冊營養師 Tiffany Shek，C：註冊中醫師Cinci EC）
T：目前為止， Superfood「超級食物」一詞並沒有科學定義，但坊間一般用來形容含豐富營養素的天然食材，是讓人更容易達到我們每天所需要各種營養的食物 （想知道我們一天應該吃到的那種營養及份量，可以參考膳食營養素參考攝入量－ Dietary Reference Intakes）。常常被視為「超級食物」的食物包括奇亞籽、藜麥、杞子、羽衣甘藍等。
由於「超級食物」既沒有科學或法例上的定義，任何健康食品店或食肆都可以將其產稱為「超級食物」，為求增加消費者的購買慾，這種推動銷售量的手段其實有機會對消費健康帶來影響。例如被眾多零售店標榜為「超級食物」的椰子油，是一種含高飽和脂肪量的食用油。研究指出食用過多飽和脂肪會增加低密度脂蛋白膽固醇水平，而這些「壞」膽固醇會增加心血管疾病及中風的風險，因此被標榜為Superfood「超級食物」的食物並不一定就是好。
其實食物不應該被輕易標籤為好或不好、「超級」或「普通」。實踐均衡飲食，進食不同種類的食物、不同顏色的蔬果 – 這才是真正的Super Diet！單單食用「超級食物」其實並不能達到一天所需的營養。
C：中醫理論還是認為食材屬性及功效要與體質相配合才能有效養生，否則吃再多也無濟於事，甚至弄巧反拙。 一般而言，會建議適量食用屬性平和、適合任何體質人士食用的食材，例如米飯、紅蘿蔔、粟米、薯仔、豬肉等。
就如薑黃，不少人歌頌為「超級食物」，有消炎及增強抵抗力的功效，中醫理論中則屬性溫，有行氣活血之效，過量食用容易令身體出現偏熱症狀如口瘡、便秘、暗瘡及咽喉痛，尤其是本身屬偏熱體質的人，更是不宜，所以說「超級食物」也不代表可以經常食用。又如紅菜頭，不少女性都誤以為進食這種紅色食材能補血氣，其實不然，紅菜頭具活血的功效，本身氣血虛弱的人吃多了，反而會耗損氣血，有可能出現頭暈症狀。不少人聽聞花膠補身及養顏，常常食用反而令身體積濕及消化不良的症狀。因此食物好不好，不應一概而論，更是要配合體質，多了解自己身體的狀況、食物的屬性和功效，才為之好的飲食，強身防病。
Are all superfoods good?
(T: Tiffany Shek, Registered Dietitian, C: Cinci EC, Registered Chinese Medicine Practitioner)
T: The term "superfood" is generally used to label a food item that is rich in certain nutrients (even when small amounts are consumed). However, there is currently no scientific consensus as to what a "superfood" is. Items routinely regarded as a "superfood" include chia seeds, quinoa, goji berries and kale.
The lack of consensus on what “superfood” is allows one to label any food or product with the label of "superfood", especially in stores or restaurants for marketing purposes. Such sales strategy may be misleading to consumers. For example, coconut oil is often labelled as a "superfood" across retail stores, however it is high in saturated fat, which is associated to increase LDL-cholesterol levels subsequently increasing risk in cardiovascular diseases and stroke. Therefore, consumers ought to be cautious about food described as “superfood”. At the end of the day there is no “good” or “bad”food, one should focus on his/her whole diet.
The consumption of “superfoods ”alone may not allow us to achieve our daily nutritional requirements. Embarking on a healthy lifestyle, incorporating a variety of whole foods, focusing on a wide array of fruits and vegetables, however, would result in a "super" diet!
C: Chinese medicine theory believes that the natures and healing effects of food should be complement the body type in order to effectively maintain health. Simply eating more of something may not only achieve nothing, but potentially lead to adverse effects. In general, it is recommended to have an appropriate amount of intake that are mild in nature and suitable for all body types, such as rice, carrots, corn, potatoes, and pork.
When it comes to turmeric, it has been labeled as a "superfood", and it can relieve inflammation and improve body immunity . It is warm in nature in Chinese medicine theory and has the effect of promoting qi and activating blood circulation. Excessive consumption can lead to symptoms such as canker sores, constipation, pimple and sore throat. It is especially not suitable for those with heat-related body types. Just because it is a "superfood" does not mean that it is suitable to consume all the time. Another example is beetroot. Many women mistakenly believe that eating this red ingredient can replenish blood and qi. In reality beetroot has the effect of promoting blood circulation. If those with asthenic qi and blood eat too much, the body ends up exhausting qi and blood causing dizziness symptoms. Many people have heard that the fish maw can nourish body and improve skin quality. But if you eat too much, it may lead to phlegm and indigestion symptoms. It is important not to generalize whether an ingredient is healthy or not, but rather you should be familiar with your own body condition. Choose ingredients according to your body type, understand the natures and effects of what you are consuming to achieve a good diet and strengthen health.
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