Journal

2 entries for Thursday, February 3, 2022

The roads to funding your community network projects….

[Make goals that are quantifiable, and achievable: big enough to matter and small enough to win. You want to overshoot your goal every single time. Set it up so that you win every single time.]

[In pre-advertising: announce what you’re going to do and how people can get involved.]

[Naming your benefactors might create a burden of association when you are perceived as divisive. Maybe don’t tell them or mention them until its done.]

[Remind people of the cause but don’t focus on the negative aspect so that people walk away feeling positive. If they feel bad, they won’t return.]

[Don’t guess what they need: ask them.]

[Delivering on the goal means not failing: if you’re short, cover out of pocket.]

[Document the delivery so that the people involved can see it after and feel good about making it happen.]

Making people feel they’re participation made the difference isn’t just for humility, it’s to help them feel their impact.

“Michelin Guide” Marketing

[When Michelin started, the car market was small, so they published guides as a way to encourage more driving. Ogilvy had under twenty clients before writing Confessions of an Advertising Man. Content is king.]