Jon Dale

How Many or Who?

FaceBook was never designed as a platform for advertising...it was designed as a cool tool for college students.  But because of the amazing amount of traffic that visits FaceBook the big advertisers line up to spend a fortune advertising there.  Why?  Because they are stuck in the old mindset of how many people can we interrupt with our message? Here's the problem though...when was the last time you clicked on an ad in FaceBook?  The same thing is true for MySpace...users do everything they can to ignore the ads.

If, instead of asking the question "How many?" companies would ask "Who?" is being reached they'd be more likely to choose a Google AdWords campaign.  Why?  Because an adwords campaign puts your ad in front of someone who is actually LOOKING for your service.  I just visited my Facebook homepage and was presented with a huge ad for Verizon Wireless...the problem, I'm already a Verizon customer.  How much more valuable would it be for Verizon to place their ad on Google to display when someone searches for "wireless service" or "cell phones"?

The same thing is true for local businesses?  The wrong question is "How many people will see my ad?" The right question is "Who will see my ad?"

Update (7/3/2008) Seth Godin just posted an excellent post on this subject here.

Why the New Apple TV could change EVERYTHING!

I just finished watching Steve Jobs' Macworld 2008 Keynote.  In the address Steve announces the launch of movie rentals on the Apple TV.  I believe that Apple is about to do the same thing to TV with the Apple TV that they've done to radio with the iPod.

What excites most people about the new Apple TV (and why I think people will go out and buy one) is the addition of movie rentals.  Now, from the comfort of your living room, you can rent HD movies with 5.1 Digital Surround, watch HD TV shows on your own schedule (who needs a TiVo?), browse YouTube Videos...and of course listen to anything in your iTunes library. All of this for less than the cost of either a BluRay or HD DVD Player.  The Apple TV costs only $229 for the basic model that stores 50 hours of video (they also offer a $329 version that will store 200 hours).

So why does this change everything?  The feature that most people are overlooking but I believe is the most disruptive is the Apple TV's video podcast access...in the living room...on the TV...in High Definition. What used to be the realm of 2 inch iPod screens is now going to be available in HD on your TV. This allows podcast producers around the world to compete directly with Broadcast/Cable/Satellite TV all at no cost to the end user.  For only the cost of a HD digital video camera and some basic video editing software anyone will be able create their own on demand HDTV channel and offer it to millions of people across the globe...right there next to the big boys. 

In the past high production costs and limited distribution channels meant well funded studios were the only ones who could produce and distribute content...drastically reduced production costs combined with global distribution over the internet have the potential to shift the power of content production to the masses...and that changes everything...just ask NBC.

Your Method is The Message

How you say it is just as important as what you say. 

I just finished an interesting exchange with a political activist who spammed me after finding my email address on an association website.

Hello my name is XXXXX. I am involved with the XXXXX in XXXXX and am looking for information from like minded people about Congressman Ron Paul. Can you help? all I have seen on him for the most part is this interview (link to 60 minute Ron Paul promo video) please help with what ever information that you can.

Since I don't know the guy but he claimed to be associated with some friends of mine I wrote back to him and suggested that he try a more honest approach. The individual told me he had tried being very upfront and that didn't work so it was worth being a little misleading in order to get people to watch the video.  He told me that so far he'd emailed over 800 people and he received responses only when he was indirect in his approach. When I suggested that he may not be accounting for the hundreds of people he was irritating and turning off when he tried to mislead them unfortunately the conversation went downhill.

Here's the problem for Ron Paul right now...I believe many of his supporters are hurting him more than they're helping him.  His followers would do well to read and really understand this post on spam.  Just google "Ron Paul" and "Spam" and you'll see from all the complaints that he has an image problem.  I have no idea if the "troops" are being told to spam or if they're just being overzealous...but those supporters should consider the consequences of articles like this on the widely read Wired blog accusing them of criminal activity.  If they believe as this guy told me that "all press is good press" they should remember what happened to another Presidential hopeful named George Allen. 

Either you respect people or you don't and spam is disrespectful.  I'm sure that much of what Ron Paul is saying needs to be heard...but you can't avoid it...whether you're selling a politician or product...your method is the message.

The Death of the CD

I just took took my wife to see P.S. I Love You (probably the best date movie I've seen this year).  After the movie we stopped at Wal-Mart and grabbed the soundtrack to the movie. I did this because I don't have the cable for my iPod with me and wanted to enjoy the music from the movie on my way home (we're on vacation in Texas). 

Here's the problem though...the CD cost me $14.88.  After listening to the whole album I realized I only like 4 of the songs...that means I paid $3.72 per song...for songs that I could have purchased on iTunes for $0.99 each.  Or...I could have purchased the whole album for $9.99 on iTunes skipping the inevitable step of loading the CD into iTunes so I can have them on my iPod. I made the comment to the three other folks in the car with me, "I don't think I'll ever buy a CD again."  Is music packaged as albums and sold on CD's really dead...probably not yet, but I think it will be soon.

I have a lot of friends who are professional musicians...I think this change has significant implications for the way they should be creating and packaging their music.