– Sean Cheyney, VP, Marketing & Business Development, AccuQuote, consumers need direction, but they almost always want to feel as though they are making their own decisions.” Sometimes simple creates the best experience.” Dumb it down without making people feel dumb. Then shrink it to 95 characters and run it as a Google ad to see how people respond. Describe your company in 140 characters or less. In order to attract customers and prospects and generate that coveted word-of-mouth, your products and services must be so simple to learn about, use, and remember that a baby - or your mother - could do it.įedEx is all about keeping it simple with its “Relax, it’s FedEx” tagline. Just a search box and a lot of white space. There’s nothing to distract you from the task at hand. But why is that such a rhetorical question? Because the Google homepage screams search. What are you supposed to do on ?ĭuh, search. Chapter 18: The More Shelf Space the Better.Chapter 14: You can Learn a Lot from a Query.Chapter 13: Your Competition is Broader than You Think.Chapter 12: Your Unique Selling Proposition is Critical.Debra Zahay, Northern Illinois University.Alan Charlesworth, University of Sunderland.Chapter 20: Don’t Rely on Search Engine Marketing Alone.Chapter 19: Make Your Company a Great Story.Chapter 18: The More Shelf Space, the Better.Chapter 14: You Can Learn a Lot From a Query.Chapter 13: Your Competition Is Broader Than You Think.Chapter 12: Your Unique Selling Proposition Is Critical.
Donald Trump doesn’t know what he’s talking about. This became clear when he said he realized dealing with North Korea was “not so easy” after 10 minutes with the Chinese president.ĭealing with complicated problems is an occupational hazard faced by outsiders in all fields - and there’s never been a president who is more of an outsider to the realm of public policy. Consequently, a lot of his assertions about critical matters of public concern are based on. As president, he is fitfully coming into contact with concrete policy choices, actual information, and well-informed people. That’s the dynamic behind many of this spring’s jarring policy reversals on backing out of NATO, Chinese currency manipulation, and relations with Russia.Īnd to the extent that Trump is replacing ignorance with information and bad policy with good policy, it deserves to be celebrated rather than mocked. But the wild swings themselves are disturbing and have consequences. And Trump’s actual habits around issuing ignorant pronouncements and failing to obtain sound information don’t appear to have changed. Most fundamentally of all, Trump’s laziness and ignorance leave him easily manipulated. Some of the things he’s “learned” since taking office aren’t true, like when Paul Ryan convinced him Republicans had to do health care reform before tax reform. Trump didn’t realize being president is complicated And as his equal-opportunity openness to both new information and new “information” become clearer to all interested parties, the race will be on to manipulate the president and incite further chaos in American public policy. Trump’s basic worldview, as articulated on the campaign trail, was that all the major dilemmas of American public policy had easy solutions. The reason the problems had not been solved already was that America’s political leaders were too stupid, too corrupt, or too “politically correct” to solve them.
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