How To Be Remembered - Made To Stick by Chip And Dan Heath
How To Be Remembered – Made To Stick by Chip And Dan Heath

This month’s business book club review is ‘Made To Stick’ by Chip & Dan Heath.

Are you memorable? Do people remember what you say, what you post on your blog and on social media? Does your content inspire action?

As much as we like to think people hang on our every word and are enthused by what we say and write we’re probably missing the mark.

That’s the issue that Made To Stick by Chip and Dan Heath (affiliate) addresses. It outlines a formula for judging and creating ideas that will ‘Stick’. Ideas that people will remember and act on.

I picked up a copy of this book after seeing Stacy MacNaught speak at the Learn Inbound conference. She recommended it as inspiration for coming up with better ideas.

The book opens with a familiar story. An urban legend about a man being drugged in a bar by a beautiful woman and waking up in a bath full of ice missing a kidney.

This story is unforgettable, it may change each time it’s told but the core of the story stays the same. We remember it. Why? It’s sticky, it scores well on Chip and Dan Heath’s SUCCESs checklist. It’s this checklist that is the core of the book.

The SUCCESs framework

We like to think that we’ll be remembered, that our audiences hang on our every word but it’s not that easy. Why don’t people store the information we give them? How could they forget our words of wisdom?

There are lots of reasons. We suffer from the ‘Curse of knowledge’. Once we know and understand something we assume others do too. We fail to frame our ideas in a way that is relatable to our audience and we fail to be simple.

The SUCCESs framework is a simple checklist we can apply to our ideas that will help us tell them in a way that will be remembered.

Here are the basics of that framework.

S – Simple

Our ideas should be simple to tell. Complexity is the enemy.

Start with the heart of your idea. What one thing are you trying to do with your content or communication? Knowing the answer will make it easier to build ideas that are memorable.

Communicating that core idea is easier if you can tie it into ‘schema’, something your audience are already familiar with.

As they illustrate in the book. The pomelo fruit is easier to picture if it’s compared to a grapefruit than if it’s described on it’s attributes of size, colour, texture and think skin alone.

In the case of the pomelo the grapefruit is the schema.

U – Unexpected

People expect certain things to happen in a certain way. When we disrupt that our audiences surprise makes the idea stick.

The authors suggest we use knowledge gaps. Instead of giving answers straight away pose a question, hint at the answer along the way but don’t reveal it until the end. It’s the pursuit of the answer that will embed your idea in the audience’s mind.

C – Concrete

When our audience can actually picture something we have a better chance of being memorable. Using a visual cue whether it’s a person or a prop adds focus.

This also ties into our schema. When a businessman tried to sell the idea he had for a laptop computer he was able to illustrate it by throwing his briefcase onto the table and telling the panel that the computer would be the same size.

This gave the idea a focal point. Now the audience could begin to imagine it.

C – Credibility

This is perhaps the hardest part of the checklist to attain. Credibility usually comes with experience and being known. But there are ways you can hack it.

We can embellish our communications with vivid detail. It doesn’t have to be detail that reinforces our point, we can wrap our ideas in story and description. Studies referenced in the book show that any vivid detail can make our idea seem more credible.

Statistics also reinforce our credibility but if we want them to stick we have to find a way to make our stats tangible. Instead of quoting large numbers look at ways you can relate those numbers to the real world. Stuff that people can picture.

For example, if I told you that you’d spend 27,375 hours (approx) of our lives eating food that’s a pretty unimaginable figure. It’s not tangible.

If I changed the frame of reference from hours to years and told you that you spend 3 1/2 years of our lives eating you’d probably relate to the statistic better. You can imagine what 3 1/2 years is like.  It’s the same statistic presented in a more tangible way.

Even better if you can relate your statistic to something physical.

I doubt if I told you flushing the toilet could take up to six gallons of water you’d be able to picture that (particularly if you live in the UK or Ireland). If I told you that you were flushing away ten pints, you might find it easier to picture those ten pints lined up at the bar. Because you can picture it you’re more likely to remember it.

E – Emotional

As a marketer you are well aware of the power of emotion. If you can make your audience feel you will get a result.

But we need to think beyond raw emotion. Instead we should aim to create content that buys into our audiences sense of identity.

What forms their identity? What do ‘people like them’ do? If we want to be persuasive we have to come up with ideas that reinforce their sense of identity.

The book describes a Texas anti-litter campaign. Being told litter was bad was having no effect. Being told not to be a litter bug wasn’t working. What did work was getting well-known Texans to share the tagline ‘Texans don’t litter’. It tapped into the state’s pride and identity and it worked.

S – Stories

Wrapping our ideas in a story makes them relatable and memorable. Stories demonstrate to us how we should act and react, they inspire us.

The book tells us the story of Jared the Subway dieter who managed to loose life-threatening weight just by eating Subway sandwiches. His story changed his life and made a real difference to the bottom line of Subway.

Compare that to their previous campaign promoting their low cal sandwiches and it’s easy to see that the story worked better.

Should you buy Made To Stick?

Since I opened this book I’ve started seeing better ideas around me. I’ve started applying the checklist to marketing campaigns and content I’m consuming. It’s beginning to change the way I think about the content I produce and I’m hoping that by applying the SUCCESs techniques will make my content become more powerful.

It’s written in a way that reinforces the structure. It’s a persuasive book, the ideas it shares are sticky. It’s a great advertisement for itself.

It’s a short read but one that will stick in your head and as a result should improve the power of your marketing messages.



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How To Be Remembered - Made To Stick by Chip And Dan Heath
How To Be Remembered – Made To Stick by Chip And Dan Heath
Good News, You Can Write Better Content Faster - Book Review
Good News, You Can Write Better Content Faster – Book Review

‘Find your writing voice’ is a phrase that’s repeated to writers over and over again. But what is this magical voice and where can we find it? Chris Brogan’s book can help.

Occasionally, I like many others struggle to write. Sometimes the words flow but at others, my writing becomes stilted and formulaic. I know that most of the time I’ve got a writing voice but there are times when I can’t remember where I put it.

It was the title of Chris Brogan’s book ‘Find Your Writing Voice’ that attracted it to me. I’m a long time reader of Chris’s blog and I’ve read some of his other books in the past. If there was one person that could help me tackle bloggers block when it hits it was him.

Why Read ‘Find Your Writing Voice’?

Find Your Writing Voice is a short book. At 88 pages you could get through it in a couple of hours. I bought the Kindle version which meant I carried it around with me. I could be found reading, and scribbling notes on trams and trains.

There are writing tasks to complete and a Facebook group you can join and share your writing with.

As soon as you pick it up you feel comfortable. It’s a book about finding your voice so it’s reassuring that Chris’s personality comes across from the first pages. His opening lines talk about us having coffee together and that’s very much how the style of the book feels. I feel like I’m sitting with Chris and we’re chatting about writing.

But then it gets challenging. This isn’t a book you can read passively, it’s peppered with tasks and exercises. They are short, easy writing challenges that help you write in a more laid back personable style. Because they are short and specific you don’t feel inclined to put them on the long finger. Even as I sat on the tram to Dublin I picked up my phone and started writing. I’ve yet to publish anything to the connected Facebook group but it’s been interesting reading how others tackled the tasks.

Does It Help?

As many readers know, I’ve been writing a book, very slowly, for about a year now. In the last month I’ve picked up speed and I now have a completion date. However reading this book made me stop for a day or two and rewrite my plan. It may have knocked me off target wordcount wise for a few days but it was worth the time investment. With a new structure in place I’m writing faster and better.

The chapter on writing frames, which has inspired a chapter in my own book was a revelation. A writing frame is a template or outline that you follow for each blog post, or in my case chapter that you write. It helps you keep your style consistent and ensures that you are focussed on the purpose of your post.

So yes, it does help and has helped.

The Verdict

Because this is a workbook, something you can’t read passively, part of me wishes I’d purchased a hard copy. Kindle books are great but when you are reading on public transport it’s hard to interact with the content. I may have completed one task whilst on the tram but this was inconvenient.

If you are gong to read this book make time when you are at home, in a comfortable writing space to read and complete the tasks. If I’d read it this way I know I’d have completed all of the challenges and may even have been brave enough to post them in the group.

Find Your Writing Voice is a short read but it’s a book you’ll want to read more than once. I’m on my second reading now and I’m determined to complete all the homework this time.

Even if you neglect the tasks this book will inspire you to write. Chris’s casual style will rub off on you and if you follow the content frame and other tips you’ll write better and faster.

Your Turn

Have you read the book? What did you find most helpful? Have you found your writing voice?

*Affiliate link – I get a small cut of sales if you buy after clicking this link

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Good News, You Can Write Better Content Faster - Book Review: How To Find Your Writing Voice
Good News, You Can Write Better Content Faster – Book Review: How To Find Your Writing Voice



A Handbook For Event Marketers: Trending by Beatrice Whelan - Book Review
A Handbook For Event Marketers: Trending by Beatrice Whelan – Book Review

Do you run events for your small business? Trending by Beatrice Whelan is the handbook you need.

This year has been the first in five years that I’ve not been involved in running an event. For almost five years I was involved in the KLCK bloggers network, for three Blog Awards Ireland and last year, we ran a small event for food bloggers in Dublin.

Beatrice Whelan was a co-conspirator in two of these projects so when she asked me to contribute to her book on Social Media for events I was excited to do so.

‘Trending – The Complete Guide To Social Media For Events’* was published in July and Beatrice sent me a copy as a thank-you for my contribution.

Social media, digital marketing and events go hand in hand. In most cases your social media plan is going to be a crucial part of your event success. It can help you sell tickets, add value to sponsors and builds buzz on the day.

I’ve always relied heavily on digital marketing for event promotion but at times my approach has been somewhat haphazard. That’s where Beatrice’s book comes in.

If you read nothing else in this book read the first two chapters. It will help you focus on your event promotion and getting your message out to the right people. Beatrice dives straight into strategy. She talks about the importance of research, takes us through creating our values proposition and choosing the right channels for promotion.

The second chapter is on measurement. This is something so many businesses fail at. We talk anecdotally about our successes but unless we’re measuring we don’t know what is working, we don’t see what is important. Knowing the answers to these questions can save us time and energy in the future.

It’s very easy to just measure sales, and of course ticket sales and sponsors are important. However ‘brand awareness’ shouldn’t be a dirty word. We need to nurture our audiences rather than seeing them as a single use community. Build a loyal following now and they will not just attend your first event but shout about it to others.

“Short term sales are not more important than medium term brand sentiment and affinity.”

Content Strategy

Event content strategy should fall into three segments. ‘Before’, ‘During’ and ‘After. if you listened to my recent podcast recording with Beatrice she talks you through these segments in detail.

Each phase varies as the context in which people interact with your event changes. Someone reading a blog post sitting at their desk before an event has very different needs to someone keeping up with the Twitter stream during your event.

The benefit to the event organiser also changes at each stage. Before the event we need to sell tickets. During the event we want to ensure that we create an online buzz that will attract new people to our brand. Afterwards we want to keep the momentum going so that people will want to attend our next event.

The War Room

As a small event organiser I couldn’t help but get excited about the idea of a war-room. A place occupied by key marketing stakeholders during an event. It’s tasked with monitoring, engaging and creating content. It was a war-room that was responsible for the still famous ‘Dunking in the dark’ tweet from Oreo during the Super Bowl in 2015.

For smaller events this usually consists of one person, maybe two, a couple of iPhones and a camera. I’d love to get inside one of these corporate war-rooms and see how content gets created and monitored in real time.

Social media channels

The rest of the book takes you step by step through the social media channels you may want to use for your event. Beatrice shares her own experiences from events she’s run and suggests other creative ideas that you can use as part of your content schedule.

I contributed to the section on social media advertising. I’m in good company, other experts sharing their knowledge include Michael Stelzner from Social Meida Examiner, Ian Cleary from RazorSocial and Chealsea Hunersen from Hubspot.

The Verdict

The subtitle for the book is ‘The Complete Guide To Social Media For Events’ and this is exactly what it is. This isn’t a one time read, it’s a reference book that you should have on your shelf and refer to everytime you start planning an event, big or small. Pick up your copy from Amazon*.

Win a copy

Beatrice has very kindly given me a copy of the book to giveaway. Details in the Facebook post below

*Affiliate link – I get a small cut of sales if you buy after clicking this link


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A Handbook For Event Marketers: Trending by Beatrice Whelan - Book Review
A Handbook For Event Marketers: Trending by Beatrice Whelan – Book Review
Business book club read - Peers Inc by Robin Chase
Business book club read – Peers Inc by Robin Chase

Can capitalism save the world? That’s the big and surprising question addressed by Robin Chase in Peers Inc.*

It was less than 20 years ago that I first watched Rollerball. A 70’s movie than imagined a world owned and run by corporations rather than countries. It was a dystopian fantasy then but it’s one that seems to be creeping into our 21st-century world. Google, Facebook, Apple, Microsoft all have control of our lives and it’s something we’ve given into willingly. We even take on specific teams, iPhone v Android, PC v Mac.

In Peers Inc Robin Chase offers a counterbalance to this future. She imagines a better world, where capitalism can be used as a force for good.

Robin was the founder of Zipcar, a car-sharing service that allows people to rent a car by the hour rather than own one. I saw her speak at Inspirefest earlier this year and was so impressed I picked up her book.

Excess capacity

The foundation of Zipcar, AirBnB, Uber, Google Maps even WhatsApp is what Robin calls ‘excess capacity’, making full use of the resources we already have.

Airbnb lets us rent our spare rooms, transforming that excess capacity into income. Zipcar means we don’t need to buy a car that sits in the drive all the time, we can share one with others. Google maps let us use the unused computing power on our phones and the satellite system to find our way around.

This is a concept I can buy into, it’s green and I can see why Robin thinks it could help address climate change as a result.

Benefits of excess capacity


I often look back to the days before the internet. I felt crippled back then, even the simplest tasks could take ages. I spent countless hours on hold on the phone, making visits to the post office, getting lost travelling. Having the internet at my fingertips is more than convenience it is an essential part of my lifestyle.

Excess capacity makes my life even easier. I can now book a room in any city in the world, not just a soulless hotel room but a place embedded in the culture. I can hire a cab, I can make a call for free on WhatsApp and most importantly for me I can find my way around. All whilst sitting in a cafe waiting for a friend.


Earlier this year I rented an apartment in East Village NYC. Have you seen the price of hotel rooms there? I had my own front door, a fridge full of beer, wifi, the cleaners didn’t come in to disrupt my lie ins and best of all I didn’t have to chat to people at the front desk. It was wonderful to step outside the door and feel like a New Yorker. Yes, I could have stayed in a hotel but this was cheaper and infinitely more comfortable.

If you own a car you have to look after the parking, the maintenance, insurance, tax, fuel. All that for something you probably spend as little time in as possible. With Zipcar or it’s alternatives you can own a car for an hour and pay by the hour. Imagine how much hassle and cost that saves.

Disadvantages of Peers Inc.

Getting banned

When you enter into a relationship with an excess capacity company it’s a two-way relationship. Yes, you are the customer but your Uber drivers and Airbnb hosts rate you the same way you rate them.

Robin gives an example in the book of a client they banned from the service after not reporting an issue with the car she’d rented (an issue she had caused).

If you get banned or get bad reviews you have very little recourse, you are no longer a part of the organisation.

It’s worse for service providers. Have an off day driving your Uber and you could be banned from providing transport in the future. If we all give up our jobs and become self-employed excess capacity providers, we are at the mercy of the big companies. We have no recourse if we are struck off the register, no rights as an employee.

Corporations can fail

If there is one thing we learned from the financial crisis it’s that no one is too big to fail. We may commit our time and resources to hosting on Airbnb but what happens if they change their model or go out of business? We’re left without a platform to market ourselves on.

A manifesto for change

Excess capacity is the basis of the book and there are many case studies that made me feel warm and fluffy. Stories of people who wouldn’t be noticed or be able to excel without the tools that it allows.

There was the teenage Minecraft fanatic Ethan who built a games company just through online interaction. On the Internet no one knows you are 12 years old or cares.

There was Gretchen, the frustrated artist turned lawyer who found a market for her art on Etsy.

There were Uber drivers, Airbnb hosts, all of whom were enjoying a better quality of life because of Peers Inc.

But does all this good news really mean capitalism can change? Can we encourage corporations to abandon the quest for wealth, even a little bit to make the world a better place?

Can corporations be a force for good?

This is where the vision collapses, at least a bit. Although Robin does address how some large companies are adding environmental and social goals to financial ones in their formal requirements, I wonder can this takeoff. Will corporations see the value in collaboration? In exploiting excess capacity?

Can every business engage with enough peers, employees and contractors to make the world a better place? I’d love to think yes but it seems a bit far fetched.

Is it worth the read?

There are some wonderful moments in this book. I didn’t know that reCAPTCHA, those annoying photos of numbers and words you have to re-type to register for some web pages, was also repurposed as a way of turning scanned newspaper and book images into machine readable text.

I hadn’t thought about how we got access to all those satellites to help us navigate around using SatNav (Because governments gave us free access).

I didn’t know that if I take a language course for free with Duolingo I’d be helping translate content for other companies.

Final thoughts

Although Peers Inc is food for thought I wonder it’s really a solution to climate change? To unemployment? I believe it does nothing to change our two tier society. Those ‘with’ keep their big homes and cars and those ‘without’ service them. Can capitalism save the world? I’m not convinced.

It’s a manifesto that still hands power to the Inc’s. It doesn’t smash the power of corporations but instead makes us all participants. Instead of breaking free from the RollerBall model it could just push us one step closer.

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Business book club read - Peers Inc by Robin Chase
Business book club read – Peers Inc by Robin Chase


From the 30’s To The Digital Age? – How To Win Friends And Influence People

A book written in the 30’s about how to get your own way… that’s bound to be evil isn’t it?

A slightly dogeared copy of Dale Carnegie’s ‘How To Win Friends And Influence People’ * has been knocking around my house for a few years, we’d purchased it as an oddity and although I’d thought of picking it up a few times I’d always gone for something a bit more modern.

What finally made me open it? One day it seemed everyone was talking about it. I’d written a post about how it was better to be nice online and someone pointed me towards the book, Ted Rubin mentioned it in a podcast I listened to and it popped up in some articles I read.

Perhaps it’s not an evil book after all?

Running your own business in the 21st century is hard, we are told that we should be no nonsense, put our foot down, say it like it is. Good advice? Perhaps, you need a certain amount of resilience to survive but are we forgetting to be nice.

Essentially that’s what this book is about. It’s about how to deal with people and get the best from them. It’s not about manipulation as I imagined, it’s just about treating other human beings in a way that enhances their lives rather than causing them annoyance, shame or upset.

So yes we need to be strong and resilient but sometimes the best way to be those things is to be decent to people.

Key takeaways

Be nice

Nice is such an insipid word but being nice could well be the key to success. When you are nice, friendly, helpful, go out of your way to add value to your relationships, people will reciprocate. Have you ever met someone with a permanent smile on their face? You can’t help but feel warm towards them.

Make people feel important

According to the author people need to feel important, their ego needs to know that they have a place in your world. Something as simple as remembering someone’s name, and using it can make all the difference to your relationship with them.

Hug your haters

There will be those who take exception to you in life and some of these people can get in the way of you progression. Instead of increasing the friction go on a charm offensive, make that person feel important and you will begin to modify their impression of you.

Walk in their shoes

When you find yourself in conflict with someone try looking at the situation from their point of view. Identify what it is that is triggering the conflict and tell them you understand. When they see that you understand your point of view they will be more receptive towards yours.

Ask others for advice

It’s very arrogant of us to walk around believing we know everything. It’s always a good idea to widen your point of view and find out what others think. Not only will they respect you for listening to their ideas but they could become powerful allies in the future if you act on their advice.

Most of this stuff will sound obvious to you, many of us have been practicing these techniques with out being aware that we were. Knowing about them, being told they work will remind us to do it more.

I was surprised at this book. It is a book about being nice but what’s strange is that although it was written in the 30s, it’s also a book that sits neatly into the internet world.

If you have managed social media for your business or someone else, you will know that sometimes it’s hard to deal with negativity, whether it’s a complaint, a snide comment or just someone having a bad day. A good community manager delights in being nice, polite in the face of attacks and this ‘How to win friends…’ is a good primer for this.

Whether it’s a sales meeting, a disagreement with a friend or dealing with 100’s of consumers online, following Mr Carnegie’s formula will mean you will be happier and so will those you are dealing with.

One note, if you do read this book I recommend getting a recent, updated edition. Although it’s quaint to see examples of letters rather than emails some of the content is outdated, particularly if you are female. You have to remember that this is a book written in the 30s, a time when it was almost unimaginable that a wife wouldn’t be a home maker who’s interests, apparently, stretched to wanting a fur coat.

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How To Win Friends And Influence People
From the 30’s To The Digital Age?
askgaryvee book review
Book Club review – #ASKGARYVEE by Gary Vaynerchuk

Somehow I’d forgotten I liked Gary Vaynerchuk.

The Irish version of Donald Trump is a man called Bill Cullen. For those of you who aren’t familiar with him, he’s a self-made businessman who played the Trump character in the Irish version of ‘The Apprentice’.

There’s a lot to admire in Bill. He succeeded against all odds, he has ambition and drive. When his businesses failed he picked himself up and started again. But I’m not a Bill Cullen fan, I attended a talk he gave at my local enterprise office whilst he was still riding the Apprentice wave. It became clear to me that he was arrogant and intolerant. He couldn’t see that not everyone could be like him, that we all had different strengths and weaknesses. I admired his success but disliked his attitude.

What’s this got to do with Gary Vaynerchuk?

I’d always liked Gary Vee. I reviewed his last two books on this blog, I even reviewed his appearance at the Dublin Web Summit but at some stage I’d put him in the same basket as Bill Cullen. I’d assumed that as both were loud, brash, self-assured businessmen that they shared the negative qualities that I’d seen in Mr Cullen. But it turns out I was wrong.

Gary Vaynerchuk at Web Summit
Gary Vaynerchuk at Web Summit

When I asked Snapchat and Twitter what my next book club should be people overwhelmingly recommended #ASKGARYVEE* and I have to thank them for that.

#ASKGARYVEE is a collection of questions and answers that have been part of the YouTube video show of the same name. People submit questions they want Gary to answer and he does so on the show.

I found myself enjoying the read. Gary isn’t scared to talk about his weaknesses, he knows he’s a bit of an egotist but he manages to temper this with an understanding that not everyone can be like him. Sometimes his answers are short, even slightly disparaging but all of them open a window into the world of a highly driven and unusual character.

I particularly like the sections that dealt with his struggle with education. It’s so encouraging for young people to see someone who was an academic failure, who doesn’t enjoy reading and whose greatest fear is reading out loud in public be successful.

I usually read business books to learn but this one isn’t just about learning. I find it fascinating to understand what makes someone like Gary Vee tick. How does he keep his energy going? How does he manage the work-life balance? What isn’t he good at? All the answers are in the pages.

It’s also highly quotable. If you grab a marker there are whole sections you could highlight and repeat to people to inspire them or to prove your argument.

Some of my favourite Q&A’s included in the book are:

“How do I create interesting content for a boring product or a stale industry?” See the original answer here.
“People who write essays as their Instagram captions – what the hell are they thinking? We’re there to look at pics, not read endless shit” See his YouTube answer here.

That second one had me laughing out loud, particularly as I’ve written about captioning in detail for AgoraPulse recently. Luckily Gary Vee seemed to fall on my side.

One thing that stands out for me is that Gary Vee wants to be liked, or at least he sees being liked as giving him a business advantage. He’s written about customer service before, he’s written about what it takes to make a customer happy but I’d forgotten. Simple things like referring to business people as ‘she’ as much as ‘he’ got me on side very early on.

The Verdict

Not all of us can be Gary Vee but not all of us would want to either. What you’ll get from this book isn’t a blueprint of how to make money or of how to be Gary Vee but some real inspiration and some affirmation. And if you are like me you’ll find a new warmth for a man who you may have thought was inaccessible.

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Book Club review - #ASKGARYVEE by Gary Vaynerchuk
Book Club review – #ASKGARYVEE by Gary Vaynerchuk
binmans guide to marketing book review
April Book Club – The Binman’s Guide To Marketing – Oisin Browne

I remember a few years ago The City Bin Co. exploded into my consciousness. I’m not sure why. Was it a radio ad? TV? something else? All I know is that I knew that City Bins had red wheelie bins rather than the standard, green or grey. There marketing was working, if I’d been in an area they served I’d have wanted a red bin and I’d think of them every time I saw one.

Oisin Browne, the author of  ‘The Binman’s Guide To Marketing’* started his career in refuse working as a binman in his brother’s business, The City Bin Company, now he works as part of the sales, marketing, and innovation team there. In this book, he shares his top marketing ideas.

It’s the second in a planned series of books by Oisin, the first was ‘The Binman’s Guide To Selling’ and ‘The Binman’s Guide To Customer Service’ is in the works.

As someone who is self-taught in marketing, I’m always on the look out for more information and a better understanding of the marketing process. Digital marketing and traditional marketing go hand in hand yet so many who work on the digital side are like me and have no formal education in the area. It was with the aim of plugging my knowledge gap that I picked up a copy of this book.

The main body of the binman’s guide consists of 100 marketing ideas. Each with an outline of the idea, how to implement it, tips and a digital nugget.

Most of these come from Oisin himself but he has also invited guest authors to contribute. These tips give anyone new to marketing a good overview of the different techniques you can use.

oisin browne quote
Wise words from Oisin Browne – Author of ‘The Binman’s Guide To Marketing’

The 100 ideas are complimented at the end by expert interviews with marketing professionals including those from small businesses and large corporations.

For me the main value of this book is the marketing ideas. If you are going to read it I recommend doing so with a pen and paper next to you, not all tips will fit all businesses but there will be something in there for every business owner. Choose the ones that will work for you, make a note and go away and work on them.

I would have liked a bit more, I tend to read business books for two reasons. 1. To get inspiration and 2. To learn. The binman’s guide sat somewhere between these two. Although I got lots of ideas I’d have loved a website I could go to and download extras and templates so I could easily put the ideas into action. I’d also liked to have known more about Oisin, he hints at his involvement with The City Bin Co but it’s not until the end that I discovered it was his brother’s company.

All in all, this is a handy guide and one you should have on your bookshelf for reference. There are ideas there that you will go back to and ideas you’ll want to put into action straight away.


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The Binman's Guide To Marketing
A Marketing Cheat Sheet For Business – Read The Binman’s Guide To Marketing
what your customer wants
Are you asking the right questions?

Do you really know what your customer wants? Have you asked them? Did you ask them the right questions? This month’s book club pick helps you find out.

I got a series of emails from a company recently. They had a product that they wanted to sell me and they were offering me a demo. This product wasn’t relevant to my business so I ignored the first email. They had me in some sort of automation system so I kept getting emails, each one becoming a little more insistent.

After ignoring all the emails I eventually got one asking if I was the right person in the company to talk to. I responded to this one telling them that they were barking up the wrong tree and, at last, the emails stopped.

Perhaps setting up this system was time and cost effective for them but it’s annoying for me. How many people got these emails and marked them as spam? How many went through the demo process just to make them go away?

The Problem

As small businesses, it is crucial that we are targeting the right people both with our sales and our inbound marketing.

In fact with inbound marketing, we are wasting even more time and resources if we aren’t creating the right content for our audience. Each blog post we write, each video we shoot, each image we create takes valuable time. Making sure that it is properly targeted ensures that this isn’t time wasted.

This is why I’m a big fan of the ‘Customer Persona’. A fantasy customer that we build content for. A customer whose needs and problems we understand. Someone who we know needs what we offer.

I covered customer personas in a recent podcast episode but I knew there was more to creating a persona than guessing who they were.

The Book

I decided that to get to know my customers and readers better I’d need to survey them. Enter Ryan Levesque and his book ‘Ask’*. I can’t remember which podcast I was listening to that recommended this book but it coincided with my decision to run a survey and I decided I’d read it before creating it. I’m glad I did.

The first half of this book is about Ryan, how he got where he is now, what motivated him and how he developed his system. Although he says you could skip this section it’s an enjoyable read and it’s convincing. He really wanted to create something that would work.

The second section is the system itself. It’s a workbook taking you step by step through the process and how to implement it. There’s nothing too techy here. If you can use simple survey software like SurveyMonkey and know your way around the basics of Excel you can follow the first steps. You may need a bit of help for the next stage, creating landing pages and videos, but there are tools out there that can make this easier too.

The key to finding out what your customers really want is asking ‘What is your biggest challenge’ and this question is at the beginning of and the heart of the Ask system.

The Verdict

I can see exactly how I can implement this book in my business. I know that I will be able to create better personas and this means I’ll be producing better content as a result.

I don’t need the full system. Although I can see how it will work for marketers the bit I really need is the ‘Deep dive survey’. The cost of the book is worth it for that alone.

The only thing I didn’t like about this book was the introduction. If it hadn’t been recommended I’d have been put off by the ‘Get rich quick’ language. It seems that every business book has to persuade you with the promise of dollars or euros to read on. It’s a shame really because the rest of the book is well grounded.

If you are serious about creating better customer personas this is the book for you. If you are committed to taking your online business further the whole book will be a valuable workbook.

*Affiliate link – I get a small cut of sales if you buy after clicking this link

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ryan levesque ask
How To Find Out Exactly What Your Customers Need
digital marekting books
Digital Marketing Books you need to read this Christmas for a successful new year

Christmas is coming, it’s time for small business owners (in the most part) to give themselves a break. To kick off their shoes and relax. The problem, of course, is that it’s hard to stop. During the year our schedules are so hectic we don’t really know what to do when we have time on our hands.

For me, it’s reading. I read fanatically over Christmas. You’ll find me next to the Christmas tree, mince pie in one hand, book in the other. If you fill your holiday’s with reading too here are my five top digital marketing book recommendations. Let me know if you have any others to add to the list.

The Content Code: Six essential strategies to ignite your content, your marketing, and your business by Mark Schaefer

the content code
Mark Schaefer’s Content Code – Don’t put off reading it

I’m not sure how I first discovered Mark’s blog. I do know that I subscribed as soon as I read the first article. It’s not often that a blog grabs my attention that quickly. {Grow} is a great resource that will get you thinking, really thinking about how you approach digital marketing. One post from the blog inspired an episode of my vlog series.

I was reading the blog for about a year before I bought the book, it was a friends recommendation that finally got me clicking the buy button.

In The Content Code Mark takes us through six strategies that should help us get our content seen* and shared by more people. Some of the ideas reinforce my own beliefs. For example, igniting content isn’t all about SEO. Others made me question my own perspective and rethink my strategy. He mixes stories and expert interviews into the narrative to help reinforce his ideas.

I’d recommend this book to anyone starting their content marketing journey, whether you are a YouTuber a Blogger or even an Instagrammer the tactics described in this blog could help you build a larger, more responsive audience.

Content Marketing Works: 8 Steps to Transform Your Business by Arnie Kuenn

content marketing works
Content marketing works inspires you to be a better marketer.

I always know I’m reading a good book when I need to stop every few minutes to make notes and add items to my todo list.

I read Content Marketing Works whilst on holiday in Paris*. You may have spotted me standing outside various record and comic shops, in queue’s for tourist attractions, sitting on the Metro, Kindle in hand, totally absorbed.There’s nothing particularly new in here but it lays out the steps to a better content marketing plan clearly and in enough detail to make it easy to take action.

This is the book that inspired me to write my own book. Watch out 2016. It’s also a book that has started to transform the businesses I run and contains strategies that I’m able to pass on to clients.

If you read this keep a notebook close by.

Influence: The Psychology of Persuasion by Robert B. Cialdini

influence the psychology of persuasion
Warning, may make you evil!

I picked up this book with caution. If I read it would I become evil? Would I gain magic powers that would make me able to influence anyone about anything?

Influence: The Psychology of Persuasion* takes you through the tactics that salespeople use to get us to buy, get us to buy more and keep us coming back. The author tells us stories about being manipulated himself, once by a boy scout! He approaches the subject matter with disdain. He explains each tactic and then tells us not to use them. The author tells us that his goal is to help us avoid falling for canny sales people ourselves.

Part of me thinks his requests not to adapt the techniques he outlines is a tactic in itself. Are the sales techniques he outlines so powerful that we’ll instantly become a rich, evil genius if we emply them?

I can’t speak for the author’s true intention, but I think your choice of whether you use them or not is about your own ethics. How far will you go for a sale? how comfortable are you with manipulation? Can this be used for a good cause?

It’s definitely thought provoking. Read with caution.

The Linkedin Code: by Melonie Dodaro

the linkedin code
Will change the way you use LinkedIn

One of my favourite jobs has been travelling the Wild Atlantic Way in Ireland working with groups of tourism businesses about LinkedIn as I go. LinkedIn became an obsession of mine before I left and I found Melonie’s book a fantastic resource.

Melonie’s Top Dog Social blog is another that I’ve been reading for a while. It’s full of useful information and she really knows her stuff when it comes to LinkedIn. It made sense to buy her book when I wanted to upskill and I’m so glad I did*. It shows you how you can utilise LinkedIn for sales. Each chapter is a lesson with actionable tips followed by real life case studies from those who are already employing her techniques.

If you’re wondering what to do with your LinkedIn profile and how you can get it working for you I’d highly recommend picking up this book.

365 Social Media Tips by Lorna Sixsmith & Amanda Webb

365 social media tips
Master social media one day at a time.

This isn’t a book I’ve read, it’s one I’ve co-written with Lorna Sixsmith, my partner in my sister business We Teach Social.

If you want to improve your social media and digital marketing in 2016 this book could be for you. There’s a fresh, short tip every day that you can implement. We cover Facebook, Twitter, LinkedIn, Instagram, Pinterest & Blogging but there are a few general tips in there too.

This is the second edition and we’ve almost a month’s worth of new and updated tips.

Here’s wishing you a wonderful holiday break. Roll on 2016!

*Amazon affiliate links (I get a small commission if you buy from Amazon)


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The Thank You Economy by Gary Vaynerchuk - Book Review

As soon as I picked up ‘The Thank You Economy’ I was hooked. It’s not brain science, just common sense thinking but as I turned each page I found my self nodding and agreeing with every word. I hadn’t been a Gary Vaynerchuk fan before but I was now.

At the heart of the book is the belief that doing business well online is about the customer, about offering a good customer experience by being personal and attentive. Bringing back the best retail practices that our parents and grandparents were used to.

He takes this premise and hits us over the head with it. The book is littered with examples of businesses big and small that are leading the way in exceptional customer experience both online and offline.

6 quotes and my notes from the book

“Being small is an advantage, because an individual can really shape a brand with his or her own style and personality.”

The good news is that as small businesses we have the advantage. We can’t help but be personal as we are at the coal face. We are the people who have to attract the customer, talk to them, make them feel valued and get them to come back. We know our customers by name and we chat to them online and off. Forging strong customer experiences and keeping them should be easy for us.

“Consumers have more direct, daily contact with other consumers than has ever been possible in the history of the planet. More contact means more sharing of information, gossiping, exchanging, engaging in-short, more word of mouth.”

For me this is all social media really is. When you think about it Twitter, Facebook, Linkedin, Google+ are just tools that expand our audience and our customers audience. Now if customers are happy with our product or service they aren’t just telling people in the pub, they are reaching out to people all around the world.

“It just makes sense that the better you know your consumers, the better you can tailor your marketing to them, and the more likely they are to buy from you.”

You know what? It’s hassle tailoring experiences, it takes time and energy but if you really want to be successful you need to stop thinking that one size fits all. At the very least you should know your customer or potential customers name and use it. The more you can make a customer feel valued, the more you make their experience special the more they will keep coming back.

“What’s remarkable about the little things is that the positive impact they have on a person’s performance or a customer usually far outweighs the effort or cost it takes to implement them.”

In the book Gary gives the example of the Joie De Vivre hotel chain. Staff members are encouraged to create delightful moments for the hotel’s guests. For example, they might research a special gift for a birthday or anniversary. There’s a lovely reference to a gift basket created for a very special mum that made me shed a tear or two.

“The person who says to you on Twitter, “I bleeping hate you!” is an awesome customer to have. If you can give alienated customers what they want, they will come back to you stronger than ever. Every time.”

One of the biggest fears companies have when they go online is the potential for negative feedback. Indeed when you read above about the reach of a positive recommendation you probably started to wonder about the reach of a negative one. The good news is that if you offer top notch customer care you can and will be forgiven. There’s a fab example in the book of a restauranteur who continues to bring his critics for free meals until they are satisfied. Of course some will take advantage of this but the positive buzz far outweighs this.

“Negativity launched online out of spite will be easily spotted as such if you keep your own tone polite and your message clear and consistent. Don’t bother to get into a debate even if you’re right. it’s not worth the effort, and again, you won’t win.”

And yes – don’t get into a public debate, even if you think you have won you probably got a whole lot of unwanted attention along the way.

This book is really worth a read, it won’t take you long and I’d be surprised if you don’t feel inspired once you’ve read it. You can buy it here (Amazon affiliate link).

It seems odd to be reviewing this book now as Gary’s new book ‘Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World’ has just been published. I’ll be reading that over Christmas and I might even review it at some stage too. You can get your hands on it here (affiliate link).