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And the winner is ...

advertising gets us new customers. The service we provide to the client causes them to stay. The advertising seems to be explosive creativity. It's art and emotion. Customer service will process, organization, systems. Of team motivation. It's science and emotion.

remember that a large public to comment on Amena (put here Nino Bravo music and people dancing green): "It's like a big tube, the agency fills the pipe with the ads and let them get away to customers for other side. "

Manichean debate in times of economic downturn: focus on attracting new customers or working with existing customers? "Advertising or customer relations?

And if after this crisis, it appears that things will never again be as before? What if a star plot the stars were aligning to make this debate can never return to arise in the same terms?

The power of buy recommendations, the pain in the ass and disruption of traditional advertising, Internet as a tool for finding information, the fragmentation of media, the crisis of the media. The wind blows in favor of focusing on customer relations and against the television spot.

approach "call-center vs boring. Spot beater" is wrong. Cilento service can be an exciting process of business transformation. It can become our DNA, our differentiating factor. And it seems the winning horse. A good time to put it back ahead in the 2010 budget.

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ass "Ember payment or free?

A business model is the way have a business to generate income. An industry or industrial sector, is a set of business, dedicated to meeting demand, grouped by some common criteria, depending on which one can define sub-sectors.

discuss whether the media (mostly paper but also electronic versions transplanted to the Internet) should be free or paid, is to assume that satisfies the demand exists and that the sources have not changed. And then get to speculate on the revenue model.

The press is facing a restructuring, not a redefinition of the business model, which, moreover, are redefining and on time, with Weekend rakes in DVD or dinner shift.

Like energy, information is a commodity permanent. As with energy, the sources may change, usually due to technological advances. And then, playing close coal mines.

Unlike energy, the demand for information need not always tend to grow and compete viciously with entertainment products, educational and cultural.

The music industry also faces a conversion. But not all the supply chain. The factories are faced with a business model redesign. Giving music touches them, and sell T-shirts and concert tickets. Everything

This comes up because Chris Anderson gives mushrooms make books that are almost obvious trends. And now speaking of new business models based on what free. In short, give without charge what was to pay, and charge for surrounding products. And it comes Malcolm Gladwell ( this demigod ), and strike him , but only as of the press. Godin says Gladwell is wrong, and succeeds, although the former is less god than the second. And Gladwell is right because it does not come to debate the obvious model of freemium and "Give aways " Anderson, and only strives questioning by the press for payment has to be free (if I were him, would do the same.)

The confusion comes from mixing ass and Ember, debates about business models and discussions on redevelopment of industrial sectors.

Gladwell I am sure that will not write a book about it. With what I like the scientific evidence would be very difficult to build its other-times-solid arguments.

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A sheet White



I filled in this blank with no previous idea of \u200b\u200bthe theme to be developed. I wanted to write something now. I have on hand for testing. The problem we face is the practice, or rather, the lack of practice.

Every day, we should at least fill a blank sheet. About anything, as: mind map, script transparencies, motivational sounding phrases, points out in a post, ideas for our next meeting with the client list.

costs us more and more spinning thoughts to a computer before, that great source of constant interruptions via the Internet. Paul Graham explained that he had a connected computer, and other offline, and work (a programmer, and a superb essayist) used the latter. And it only changed the first, for limited intervals of time.

At this point in the film, it is recommended that you never change location, and think with a pencil and paper. Face the blank page, with our pressure and its promise.

The blank page is there, beckoning with its empty. The best tool in our power to change the world . Everything else is decoration post.


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An act of faith in people



people rely less than ever in trademarks. Possibly, the aggressive advertising which have been forced to the growing market saturation, is responsible for part of the decline in credibility.

But trust is the air we breathe in every business transaction. We have an irrational fear of being cheated. Even if we twist a trivial purchase, we may sour the day. Does

face our team on the web? Do we show it the basic data to demonstrate that we exist? "We care about our corporate image? Have we assigned to a trust mark? Do we offer a guarantee of purchase? Building trust should be a priority in our marketing.

Did we meet the deadlines? "We sent e-mail when we said we going to send? Do we anticipate and call before our customers can even begin to feel concerned about the progress of your project?

As Samuel Johnson said, people tend to trust strangers, because you do not have betrayed them. Volquémonos in customer service, working every day to not betray them. It is the best option if you do not have the huge budgets (or even having them) that the big brands are often burned to attack all the classic attributes of branding.

"we link a portion of our fees to the results obtained by the project? Do offer a money back guarantee for the purchase of a product? Focusing on the success of the transaction or project builds confidence. And keep the commitment to client outcomes is the best way to maintain confidence.

Trust is an act of faith in the people, it is complicated and easier to lose than it seems. Worth fighting for it every day.

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the self, more fashionable than ever



Although it has insisted for decades in the benefits of public relations for trusted third parties talk about you, the truth is that what we say about ourselves, is increasingly impact.

All the surveys reflect confidence in media the rise of the recommendations of people we know, compared to traditional media, and even more, against corporate websites or blogs. But the audience of social media and the private corporate media growing in absolute terms, which makes its impact will too.

Although the percentage of confidence may be lower in these sites, the number of people who read is growing.

Put on your web-blog-bio-cv-facebook-twitter that you're a writer, and the people you visit will think you're a writer. Put on your profile that you are an entrepreneur, and think that you are an entrepreneur. Say you've been touring Africa in a Land Rover, and imagine that it has. Some I would doubt, but many will not have reason to.

The proliferation of media makes it increasingly difficult to recall the source, giving priority to content over the medium (the phenomenon of commoditization online content). Years ago I read a trick for small businesses that can not easily get out in newspapers and magazines: write a press release, print it and send it by post to 50 or 100 clients. Over time they will not remember if I read on a sheet of paper, or in a newspaper / magazine, and the effect will be similar. This phenomenon in our days, and brought to the publisher, has increased per thousand.

No need to lie or exaggerate, is in our hands to build our own profile or that of our company, being consistent in the media over which we have control.

In fact, if we do is important, other "natural" talking about us. What nobody can do for us is to talk with our own voice. Photo


Nemiga .

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If you want to change the world

Stop reading books on how to change it, and get to write one about it. Or better yet, note carefully the task list to change it and start from the beginning.

Each morning before contectarte, review your plan. Every afternoon, before disconnecting, review your plan.

not read more newspapers, not hear the radio, please do not watch more TV. Sit down with pencil and paper. Pick up the phone and make the call that has long postponed.

Disconnect the phone, Internet, mail. Unplug everything. And looks frankly if you're doing what you want to do, or doing what makes you forget what you should be doing.

not mount a new session without setting finish tasks, dates and responsible not begin reviewing the list of tasks set at the previous meeting. Leave

follow the agenda of others. Say no to your customers, and they call later. And then tell them yes, but in time, to see you're busy changing the world.

Stop surfing the Web, the reader closes RSSs, and write that damn post!

Did not you hear me? Stop reading this right now, and get to yours.

Do not read books when you have to do is write your own. Reading books is important, but not when the world requires our action.

violates the above rule, and be sure to read the articles Productivity Berto Pena. You can start by it .

Rise early, and follows a routine. But get used to change things. Do something different today. Change the orientation of your bed. Change the way you're still usually going to work. Start losing your spare kilos. Make sport. Keep doing sport (if it was normal to stop a few weeks). Donate to the Red Cross.

not attend events without rhyme or reason. If your plan has decided to attend one, does the work and purpose of it ("a contact, an actual conversation?). But do not waste time listening to others talk about their speed, or dizzy partridge in useless discussions about what none of your business. Shut up and make your own revolution. If you talk, do it only to recruit people to your cause. Start typing

diary (private), and write each day something will happen when the world has changed.

Do not go shopping again. Stop investing in the preparations, and starts now. You have everything you need to start changing TODAY the world around you.

not continue fantasizing about what you might do and not do. If you really want to do, get on track. Each day that passes without a decision, spend the energy that should be investing in changing the world.

And do not say never "and that I had happened to me." Your energy should be directed to change the world, not to reproach you can not change. Or is that in addition to not change the world also want to prevent others from doing so?

And if by now, you decide to do nothing, rest and regain strength for when you're ready to begin.

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The myth of the conversation



Yes, we read the fucking Cluetrain manifesto. Ad nauseam.

And as the new religion can not be a Supreme Pontiff, the sole interpreter of the holy scriptures, every preacher has distorted what has been pleased. And now we are all priests.

We believe that a chicken is a conversation, or rather equally adore the conversation and the house. Asynchronous discussion, the 140 characters, and epic poetry, reflection and 59 seconds. Totum revolutum .

We raise the conversation (or chicken) to the dogma of faith. And not just listen, you have to "tweet." Those who only listen, we look at them as thieves of souls (those who do not listen barbarians).

Google god worshipers have convinced us that we have kept low if we throw glory. Google is the nation . No one will remember us if we remain silent.

In this new order, we are not denied entry or withdrawal suggests. Democracy (dictatorship) of the content makes us all priests, whether or not we are anointed with the grace of speech and thought.

must be very strong today, to become censors of ourselves and learn to keep quiet when there's nothing to say. Would achieve the wisdom and social respect speaking only when necessary. Rethinking the need for continuous pings to the network. The urgency of returning to appreciate the beauty of silence. Photo

Martin Ujlaki

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As a trend, we see a smooth transition from wandering speeches and recognizable signs but still scattered to the terms bound and clichés coined by opinion leaders generally recognized in a sector or industry.

body When you start the wave, the early risers and restless "early adopters" have taken up positions. We have the ability to decide whether to climb the peak and seize the driving force or looking for the next pass up.

At that time, we play our brand. When almost no one pays attention and is still easy to become a speech node subtle. Which inevitably will, they will find those who joined just weeks before, and have earned a selective focus.

As individuals or small businesses, we are positioned and move quickly. In the medium and large enterprises, small groups are formed by natural leaders moved obtain the approval of investment and risk, pooling around souls and minds.

Clearly the time to take a speech or a trend is in its infancy: before or since. Not so fast as to want to create from nothing (and stay composed and without wave) or so ago, to fight for removing the head, and inevitably end up going round the sandy bottom.

And once up, feel the moment the wave starts to lose strength, to order the last section to another, and thus have time to scan the horizon for the next train.


Photo: Little Clark.