Platform – Michael Hyatt [Book Summary]

by Nick

What is the reason for the surprisingly high popularity of the iPhone?

Is it really an outstanding product, or is it that legions of Apple fans consider it a benchmark among mobile devices?

Both elements are equally important, says the author of the book: market success is impossible without an outstanding product, and an information platform is needed to promote it.

The book contains the most interesting ideas from the author’s blog, as well as practical tips on expanding your presence on the Internet and creating a “tribe” of followers who will disseminate information about you.

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Build a Platform to Attract Attention

How to inform the audience about their innovative products or services?

This requires an information platform, based on which you can publicly declare about yourself.

The Internet greatly facilitates this difficult task. A single platform will allow you to use the most modern communication methods (such as blogs and social networks) to create a brand and create your own identity, attract the right audience and make it listen to your marketing messages, gain followers and increase sales.

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Delightful Products

As marketer David Ogilvy said, good advertising only speeds up the failure of a bad product. Before you start building the platform, make sure you have an outstanding product.

Apple founder Steve Jobs was an unsurpassed master in the development of new products that amaze the consumer’s imagination. Fans of the company are always and everywhere ready to talk about them.

By investing huge amounts in development, Apple spends relatively little on advertising and marketing: consumers are promoting its products.

“In this book, you will find a lot of useful information about the second component, but if you first do not fully prepare the first – that is, an attractive product – you can’t count on success.”

The best products are those that make an unforgettable impression on consumers, evoking feelings of surprise, anticipation of the holiday and even involvement in something great.

The degree to which a product meets or exceeds consumer expectations and distinguishes frustrating or simply satisfying products from delightful products. Market leaders are well aware that delight is exactly the audience’s reaction to the product that is needed. Such companies continually analyze customer expectations, trying to figure out what else they can do for them.

For example, hotel customers do not expect that they will be called by name during registration and will remember their last visit – if this happens, they will be pleasantly surprised.

“Social networks only work when communication is personal, sincere and immediate.”

Michael Hyatt suggests introducing your outstanding product to the world in some unusual, memorable way. Pick it a catchy name that will promise, intrigue, reflect a fulfilled need, or define the essence of the product.

Pay particular attention to packaging. Packaging should reflect your understanding of the audience, brand and market context. Hire a good designer and do not interfere with his work.

Choose from several sketches that suit you.

Get Ready to Enter the Market

The success of your product does not bother anyone more than you, so you will have to take responsibility for creating the platform. Unleash your imagination.

Formulate goals and expectations in writing: it will be easier to translate them into reality.

Compose the so-called “speech in the elevator” – a blitz-presentation of the product that can be delivered during the trip in the elevator.

Its text should include:

  • 1) the name and category of the product;
  • 2) a description of the problem that he solves;
  • 3) the solution you have proposed;
  • 4) the key benefits of this solution.

“There is no more important component in a marketing complex than a good name.”

Create an infrastructure that will form the basis of the platform.

You will need both “physical” and “virtual” tools: email address, business cards, website and registration on social networks.

Assemble a product support team, including an accountant, lawyer, and managers. Depending on the area of activity, you may also need the services of literary agents, impresario, advertising agents. L

et each of them take on their part of the work, allowing you to do what you do best.

Take care of the promotional tools for promoting a product or service – for example, this is an interview with celebrities and other multimedia content that can be posted on a website or blog.

Build the Foundation of the Platform

For the platform to be sustainable, its foundation must consist of a certain number of “piles”, which include social networks, a blog, a website, or more traditional means of transmitting information. These “piles” make up the three components of your platform:

  1. “Own base.” This is your blog or website; This is the headquarters for managing the promotion process and the place where you direct all your Internet traffic.
  2. “Embassies.” These are friendly resources – you visit them regularly, but they do not belong to you (for example, Facebook or Twitter). Use the opportunities they provide to build your reputation.
  3. “Outposts”. You also do not control them and, moreover, do not visit regularly, but what is happening on them is interesting to you. So, you are probably curious to know where your name is mentioned. Use Google Alerts and similar services for these purposes.

“The goal of the landing page is to transform a simple interest in the product into a real action.”

Internet channels help promote your products through word of mouth.

Analyze which channel is best for your case and focus on it all your efforts. Creating a “static” website that acts as an advertising booklet can take a lot of time and at the same time attract too few people.

Your activity on the Internet should be aimed at encouraging visitors to regularly return to you for a new piece of information.

“Companies are willing to spend huge amounts of money to lure people into their doors for the first time. But then what happens? If the client eventually leaves these doors and never returns, then the investment was worthless. ”

Before listening to the advice of an expert on working with social networks, find out more about him. Only a person who has already achieved high popularity on social networks (for example, the number of followers on Twitter speaks about it) can give practical advice on how to repeat this success.

“Strive to make it so good that the opportunity to offer it to other people would delight you – yes, sincere delight!”

One of the most successful promotion strategies can be blogging.

Define your blog topic, choose a CMS (e.g. WordPress or Blogger) and start writing.

Create posts yourself, allocating enough time for this in your schedule. If you resort to the services of a copywriter, readers will immediately understand this, and your sincerity – namely, it is interesting to readers – will be called into question. Blogging is easy.

When writing posts, adhere to the usual scheme: formulate the main idea in the introductory paragraph, illustrate it with examples, share personal experience. Make the main body of the text so that it is easy to read (for example, using bulleted lists). End the post with a discussion question.

“Imagine Twitter as a room full of people sitting in a semicircle.”

Constantly write down the topics that come to your head for future posts – these may be cases from life, book and movie reviews, interesting quotes, news, photos.

To speed up the creative process, think about future posts throughout the day (for example, working out in the gym) and record them offline so as not to be distracted by the Internet.

The videos diversify the content of the blog, so you might want to shoot interviews with interesting people. You should not hire a proofreader: unlike a printed book, you can always correct the mistakes made on the blog.

In addition, even the best corrector does not subtract all errors to a single one.

“As in any other hierarchical system, the more followers and fans you have, the more readily those around you will perceive you as a true connoisseur of their work or as a person who can tell people something worthy of attention.”

Many authors are concerned about copyright protection, but going unnoticed is much worse than becoming a victim of plagiarism.

You get ownership of your work automatically as soon as you create it (you don’t need to register anything), but be sure to post a copyright warning on the blog.

Clearly state what can and cannot be done with texts and other materials published on the blog.

If someone uses your material without attribution, then there are many options for retaliatory actions – from asking to remove the material to contacting a lawyer. However, the fear of illegal copying cannot be a reason to stop communicating with readers awaiting new content.

“Since a tweet should be no more than 140 characters long, you simply have to learn how to express your thoughts clearly and concisely.”

Several blog elements help visitors navigate. On the About Me page, tell readers in a relaxed way about yourself and your blog. Write first-person in spoken language. This page acts as a link between your topic and the interests of your readers.

In addition to information about yourself, place on it an invitation to subscribe to the blog, as well as links to the most popular posts.

“Practice, hone your skills. The more you write, the better it will be. ”

“Landing Page” is the blog page on which visitors should first be. Pay special attention to the description of your product or service.

If you want to be invited to make a presentation, create a page “Speeches” with a description of your specialization, topics of speeches and an indication of their possible dates. On this page, it’s good to post a short introductory video about yourself and your products.

Start Expanding Your Audience

After the platform is created and its work is established, start communicating with the audience.

Modern marketing is not much like traditional marketing and does not consist in “shouting out” competitors, making deals and generating profit at any cost.

Today, the task of a marketer is to create and lead a “tribe” of people united by common interests. The ability to be a leader is more important than the presence of the most cutting-edge website, extensive contacts in the media, support from any large organization or a vivid image.

“Today we are dealing with a new type of marketing, which comes down to creating our own tribe.”

Your task is to maximize the number of blog visitors so that you are heard by those who are interested in the product you offer and who want to purchase it.

To do this, regularly fill the blog with exciting content.

Indicate the blog address in your business cards, include it in your signature in emails and make the process of subscribing to the blog as easy as possible. Forming a group of subscribers will increase the engagement of your readers and force potential buyers to periodically visit your blog.

“What do you think, if the audience of your blog has grown so much that more than fifty comments come to each post, can everyone answer?”

Sometimes it may seem that a blog is “absorbing” content faster than you manage to create it.

Make work for yourself and old posts. Select some of the most popular posts from the archive, update them and share them via Twitter. Other ways to increase traffic are by writing posts on other blogs and actively advertising them in your online community.

Finally, offer readers gifts such as discounts on your services or a copy of your book.

Sign Up on Twitter and Other Social Networks

Social networks are a key tool of influence on the Internet, and Twitter is one of the most popular social platforms. The limitation on the number of characters in “tweets” forces authors to hone their ability to succinctly express their thoughts and at the same time facilitate regular communication.

Twitter helps create a personal brand and learn how to purposefully share events from personal life. Mastering Twitter is very easy.

“If you are an author, you should not be scared of piracy, but oblivion.”

Imagine Twitter is a room with people having lots of conversations at the same time. You have the opportunity to appeal to a group of people, updating your status, and to a specific person by sending him a personal message.

Hashtags (tag words with a #) allow you to track messages related to each other. You don’t have to pay for using Twitter, and in order to start making useful contacts, it’s enough to devote no more than half an hour a day to communicating on this network.

“No one knows your product better than you. No one likes your product more than you. No one is interested in success more than you. ”

To expand your fame on social networks, and with it to increase sales, increase the number of your followers on Twitter.

Put your photo on the personal page and tell interesting facts from the biography.

Publish posts of this size to make it convenient to “retweet” (about 120 characters instead of 140, including spaces, plus your name).

Write often (but not too much), post your answers publicly and never post on Twitter when you’re angry with something.

Twitter is the easiest online communication tool to learn, but Facebook is no less effective at promoting the brand. One of the great features of Facebook is the ability to share all contacts into relatives, friends, acquaintances and “fans”.

Thanks to this separation, you can restrict access to the personal page by providing it only to friends and relatives, and direct friends and fans to the “fan page” – a separate public section.

Regardless of whether you use traditional media (such as newspapers or radio) or social media, your personal brand should consist of four main elements: your name, logo, avatar (or photo) and the motto of your brand – the slogan that expresses your personal creed.

Nurture Your “Tribe”

Now that you have declared yourself through the platform you created, you need to establish regular communication with the tribe of your followers.

Encourage them to engage in dialogue, ending each blog post with a question. Share comments on posts on specific topics so that it’s easier for readers to follow and join a conversation. Keep your blog in order.

Respond not to all comments in a row; your goal is to encourage readers to dialogue with each other. “Do not feed the“ trolls ”” – commentators whose sole purpose is to provoke a quarrel.

The efforts spent on creating a platform that will help you build communication with your tribe will bring you huge benefits in the form of a more visible presence of your personal brand on the Internet and growth in sales of your products.

Conclusion

  • For success in the market, you need to have not only an attractive product, but also a reliable platform for its promotion.
  • Impress your customers with an impeccable quality product with a catchy name.
  • Formulate and write down your goals and expectations.
  • Make a “blitz presentation” – a story about a product that takes no more time than a ride in an elevator.
  • Create your “base” on the Internet – a channel of online communication that is completely under your control, such as a blog or website.
  • Open your “embassies” – register on social networks (Facebook, Twitter) and become an active participant.
  • Twitter is ideal for spreading information about you and for finding customers.
  • Google Alerts service allows you to monitor what they say about you at the “outposts” – resources whose users discuss you and your business.
  • Regularly posting interesting content on your blog will do you more good than trying to protect your copyrights.
  • Make sure that all information disseminated through traditional media or the Internet supports a single image of your brand.

Why You Should Read “Platform”

  • To get acquainted with the author’s recommendations to novice businessmen
  • To expand your online presence
  • To learn how to promote books and online courses

Get Platform:

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