I spoke at the Gilbane conference yesterday (you can download my slides on semantic search). I fielded a number of interesting questions, but the one that made me stop and think for a minute was this one, “What’s the hardest objection you ever overcame to sell a company on enterprise search?”
I had to finish a magazine column last night while I was sitting alone in my hotel room and I decided to buy an in-room movie. I never go to movies so I hadn’t seen any of these movie possibilities. After looking it over for a few minutes, I finally made my selection, and the announcer intoned, “Thank you for choosing the finest in in-room entertainment.”
My new book got a nice review in the Miami Herald the other day, and I am proud of that. But I am even happier about what it said: “I also liked how Moran, an engineer and former IBM product manager, simplifies things to the point where the least Web-savvy among us can readily comprehend most of his ideas, though more experienced readers will not feel slighted or condescended to, either.” I had to work hard to be that clear. You should, too.
One of the nicest things about Internet marketing is that so many of the techniques and so much of the instructional information is free. Sometimes, however, it makes sense to pay for information. (No, this is not another pitch for you to buy my books.) When you do have to pay, it sure is nice to pay as little as possible. If you’re not a subscriber to Search Marketing Standard magazine, this is your big chance to subscribe for one year for under $5.
Everyone wants to be seen as green these days, and if you haven’t been paying attention lately, you might assume that Toyota is in an enviable position with those environmentally-focused consumers. Its Prius hybrid has been one of the feel-good stories of the past few years, winning over green consumers and selling well, also. But you’d be wrong. Green activists are now targeting Toyota, and it is a sobering story on how the new PR works.
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