Rebels innovate – Mario Santoyo

My, my. What a way of returning to the post pace, don’t you think? Let us tackle the elephant in the room first: I was neither dead nor unconcerned about my blog. What happened is that Tobías Felipe was born (April 27th, 2010) and I had the marvelous idea of starting my MBA there for strangling my schedule. Ok, enough with the mumble on with this post’s scope. Have you heard the phrase “float like a butterfly, sting like a bee”? It is actually Ali’s boxing style and his most remembered quote. Waddya know?  I think it can summarize an online strategy!

The Greatest -Muhammed Ali- by achimh

Float like a butterfly

You have dwelt upon your product, designed a fulfilling experience and actually developed it. Still … there you are drumming your fingers and not a single visit around the corner. Ok, ok, let us tone down the drama: at least not as much visitors as you expected. What to do? In comes the butterfly: your product might have followed a clear design path and it actually fulfils an unattended need, still you need to show it around town. Make yourself acquainted with where your audience abide and expose your product, let them know you’ve heard their pain and create the remedy.

You say there is not a single spot where your birds perch? Don’t worry, use the old marketing/publicity amalgam:  produce a message to be portrayed in different venues (the ones most likely your audience will hang around) where your product is depicted and its claim clearly stated.

Sting like a bee

This will resonate with you. A great marketing campaign with a memorable pitch and a clear claim that actually tackles an unsolved problem you’ve been fighting with. On you go to the site and…..emergency break! WTF!!!! After so much noise you are face to face with a poor experience, an over pitched product or worse: you cannot make head from tail of what you are being shown. Hmpf. Enter THE BEE. Your product exposition, even more than its proposal, should be simple and compelling, something your intended audience will find not only easy -transparent? KISS anyone?- to use but something that actually delivers what it promised: the sting.

Pd. This post is actually dedicated to my dad. Old man lots of things you taught me did stroke a cord deep inside me, thing is, it takes some time to realize it.

Pd.2. The butterfly, bee, 1,2-2,1 (it works backwards too) dance might actually apply to other things in life for example relationships!