Michael Smith of bioblogging.com submits this branding challenge:
I own a niche (literally, the trademark) for a brand (a “bioblog”) that is also a new art form (for resumes). I own the book (Bioblogs: Resumes for the 21st Century, HarperCollins Fall ’06). I own the only blogs on the subject: on WordPress, Typepad, Blogspot. The book is in libraries but the concept is still hidden from the market (lazy publisher). I am trying to promote an idea, a revolutionary reaction to traditional resumes (of which I am an expert).
The recent global branding teleconference spoke of branding this and that, and the session with the ‘branding experts’ discussed resumes and CVs and bios, but only a bioblog is really anywhere near being a “branded resume.” I could only listen while I wanted to shout. Nobody knows. How does one man shout loud enough over the blogosphere to be heard when they don’t recognize the word: BIOBLOG!
This, to me, is a challenge. Mark Hovind (JobBait.com) and George Blomgren have been supportive, but how can I approach viral marketing when I am not trying to sell anything . . . just inform . . . and seed a future market?
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OK, this challenge is a bit different from some of those we’ve looked at in the past – it is more conceptual. So, you marketers and branders – what are your comments, questions, critiques, remarks? What advice would you give? The Comments are open!
Yours is a classic example of introducing a new product in a new product category.
You’re the first in it, so you own it.
But be careful. As your product becomes more familiar, people will use your product name as the name for the category. When this becomes pervasive you may lose your trademark protection, so be vigilant.
Now I’ll discuss the real significance of creating a product category. You are a pioneer. The first thing you’ll need to do is educate your markets about the category and why it’s different.
I suggest you find a copy of Geoffrey A. Moore’s path-breaking book, Crossing the Chasm. Though directed at high-tech marketers selling to mainstream consumers, all the principles of introducing a new product in a new product category apply here, I believe.
Mr. Moore spends a considerable time applying positioning to this branding problem. He presents a model positioning statement (i.e., elevator speech) which I think you can use.
It goes like this:
For (insert target market customers in your “beachhead” segment)…
Who are dissatisfied with (the current market alternative)…
Our product is a (new product category)…
That provides (key problem-solving capability)…
Unlike (product alternative)…
We have assembled (key whole product features for your specific application).
One other thing. Mr. Moore strongly suggests tackling only one market segment at a time. In the first market, take customers from the “innovators” segment first. Identify them and incent them to try your product, then “rave” about it to others in that market. This is Moore’s idea of “Crossinmg the Chasm” between new product to the mainstream.
Just an aside, and it’s gratuitous. As a marketing communicator, I hate having a graphic designer place copy over a visual. It makes it hard to read. Over half of the samples on your web site have copy that’s hard to read. It may be distinctive, but most folks coming upon one of these bioblogs won’t stay long if they have to squint to decipher it. I’d make sure the copy is inviting – that means legible.
Martin Jelsema
http://www.thebrandingblog.com
Hi,
I love the concept – but here’s my initial thoughts:
Are you locked in a deal with your lazy publisher? If you can get out of it -do so! there’s no end of indie publishers that would be happy to promote your book – or there’s always self publishing – then you become your own marketer.
Next -if the web presence you have just now is your #1 marketing tool – Get it fixed! Sorry to be brutal, but its going nowhere. Too many font size changes, color changes, not to mention lack of clear simple navigation.
The instant people hit bioblogging.com – they should see something slick, polished and professional. I had to stumble through to even understand what the message of the site really was. The “Call to action”, your USP, your hook, whatever you want to call it should be right there, short and sweet – telling every potential bookbuyer why they should buy it in less than 10 seconds of reading time.
Personally – i’d kill the wordpress site and others – incorporate your message into one nice, well written, and above all easy to navigate site. (The wordpress engine can produce pretty nice multi page sites these days)
I’m not for one minute doubting the value of your book or product – but having worked in publishing marketing – if theres one thing i know – most authors aren’t marketers π Hey -we cant be experts at everything. Find yourself someone to help make your online presence really pop!!! And if you can’t get out of your “lazy publisher deal” – an improved marketing vehicle would enhance your sales terrifically through amazon, B+N, etc
Again -hope i’m not being too mean – but why sugar coat it – right?
Alex -S-
I knew i forgot something!
Did a little more searching on your product – found some commenting on other blogs. I’d improve the copy on that too – my first impression reading the comments was “Spammer” – it’s too cold!
You’re selling a product that COMMUNICATES – therefore -communicate.
Be warm, friendly, listen don’t TELL (“I own the trademark etc etc” – another big turn off ) Many people, whether casual browsers, book buyers or people wishing to have a BIO-BLOG created would much rather see the product shine than have it pushed on them. Little “tricks” like adding digg, delicious etc to your site too – give people the chance to not only comment -but share the concept with others. “Tagging” is your friend π
Thats definetely it this time!
Alex -S-
Alex,
Sorry it took a few days to get to your comments – it’s the holidays, and I’ve been “off-line” for a few days of family merriment. Thanks for contributing!
-Steve Woodruff, Moderator
Good morning,
I also took a look at those sites, and I agree with Martin and Alex on the blog layouts being cluttered. Also, some of the posts are a little snarky, not a good way to attract links and trackbacks. In fact, I was a little turned off by the attitude.
In order to improve the positioning, I will focus on these ideas:
* Where is the Amazon (or Harper-Collins) link to the book? If I stumble onto this site, how do you make it easy to buy the book?
* Blogging on this since July and only a handful of posts? Not enough to generate the keywords for search. And you are going into a huge market with “resume”. If you do not have time to write the posts, hire someone to ghost-write them.
* The lens at Squidoo, like the other sites, is not very informative, nowhere is there a sample chapter? And again no link to buy the book.
* Finally, I would recommend creating a forum for people to join and discuss resume tactics, review each other’s bioblogs, etc.
This could be an amazing business opportunity. In fact, I have some openings in my schedule, you can hire me to help you put this together. See my profile at http://www.squidoo.com/Stephen-Smith
Thanks!
Alex S:
I appreciate your time & comments and will consider them seriously. My website is handmade & should be slick, I agree, and am working on that problem. I know I need to transform my “educational” focus onto a “selling a product” focus; i.e., I should make the leap into selling my services as a creator of bioblogs, just as I did as a resume writer for decades. I have been hoping other creative spirits would take up bioblogging and bring the art form into the public arena, and that may happen–but in France or Japan before here. I state that I “own” the trademark simply to highlight how new the art form is, and don’t see any real value in the TM other than someday protect the form’s integrity from spammers or sloppy writers. I really want bioblogs to become known as another tool for use by a small percentage of the job hoppers more than I want to cash in on it, and I think it will take years no matter what. Your critical comments are valuable in my integrating a marketing-selling-education plan. I’m just offering the tool and expect individuals to figure out how to use it to best suit their needs. Again, thanks for the input. Re the book: I’d rather do a follow-up book than try to talk HarperCollins into selling it back to me, especially after the significant advance.
Hi there!
I’m just a lowly browser that has stopped by for a little tea, but I read your posting and think the concept is brilliant! It speaks to a new generation and works well with the social marketing craze…
Because you have such a unique and innovative idea, your site should mirror that… And right now, it doesn’t… The colors are loud, the words too many and the copy is not in line with what I was hoping to see…
Maybe making your site the very product you’re touting? How about the site visually representing a bioblog. Simpler words with key phrases that pop out and make the reader notice, impactful photos that carry the message of the bioblog content…
Very nice start. I will continue to look for updates and wish you much success!
P.S. – You do in fact have something to sell! If you simply inform others on how to create a bioblog, someone else will snatch up the idea to market to those who don’t actually want to create their bioblog themselves (like moi!!!)
An extra two cents that may very well only be worth that…
There’s been plenty written about social networking sites like Facebook and MySpace and the negative effect they can have when potential employers find these sites before or after an interview.
It seems to me that you’re doing the same thing but in a more positive way.
In terms of branding — or just getting more attention for your idea — I think you need to think about your site in a way that someone looking for resume advice would look at it. This is inherently a conservative market because people tend to reign in their creative impulses during an interview and when creating a resume. Don’t send your cover letter on neon pink paper or wear your favorite t-shirt to the interview. 99% of time it just won’t work.
You have some great ideas on your site but, again, I would rethink it in terms of your main audience, people creating professional resumes.
In terms of getting the word out, you might want to make an offer to help create a bioresume to garner some candidates and then track how their doing in their job search. This could be a great way of getting attention for you idea because it involves real people. Also, creating testimonials from them and pitching these to trade journals that cover the job search or human resources markets is another idea.
I think the good thing about your idea is that because you’re not selling a product per se, you can begin to circulate the idea out to the community most interested (job-seekers and human resource) to get the conversation going. Writing articles for publications that cover this arena is an old fashioned but effective way of positioning yourself as an expert.
James Krouse
Trendspeak.com
Any thoughts to doing a quarterly BrandingWire?
Maybe monthly was just too often.
Or a Micro Branding Wire??