Author Archives: Roy

Breitbart – How You Can Play Your Part

Roy Everitt on marketingIf you use Google adwords to promote your business there’s a very simple way to play your part in discouraging them from helping to fund Breitbart’s right-wing propaganda website. You can specifically exclude the Breitbart site (and any others) in your Adwords settings. You can do this for individual ad groups or for your entire campaign:

“Just as you can target placements in the Google Display Network to show your ads – like specific pages, sites, mobile apps, and video – you can also exclude placements where you don’t want your ads to show. In particular, you might exclude websites or domains that aren’t appropriate for your brand and that aren’t helping you sell your products or services.”

Now, your few dollars (or even cents) might not have much impact but imagine if every responsible advertiser using Google did the same thing. How would Google react?

If nothing else, your own conscience can be clear, just by helping to get the ball rolling.

Here’s how you do it.

 

Helping Any Way I Can (and You Want)

Roy Everitt on marketingDecember 2010:

Last night I was updating my Facebook profile with the new layout and adding my home town, etc, when I spotted the little bit of text that describes what I actually do.

In truth, what I’d written already was okay, since it did describe what I want people to think I do. The idea being that anyone who reads it and needs that kind of help will contact me, one way or another.

In marketing it usually pays to be speciific, so potential customers will know right away if you have what they want or if you’re likely to be able to solve their particular problem. But we’re all (I hope) bigger than our jobs, our careers or our Facebook profiles and, what’s more, I know we all have the capacity to be bigger and better than we have been so far.

Put it this way: Our only known limits are the limits of our experience to date.

So, it seemed to me I could describe what I do, what I want to do and what I seem to find myself doing when I stop trying to do what I think I should do – still with me? – by being less specific, not more.

In other words, by using the one word that describes my most recent and most enjoyable and worthwhile activities I coud sum myself up rather better. (I’m not sure if activities are always enjoyable for being worthwhile or if they are inherently worthwhile just by virtue of the fact that we enjoy doing them, but whatever concidence of chemistry, psychology or synchronicity brings them together, worthwhile and enjoyable do go together rather well.)

Maybe it’s just a matter of pleasure without guilt…

…anyway, what I’ve found myself enjoying doing lately can be summed up in one word: ‘helping’.

Now, it may be that I can help you. That doesn’t mean I always can or always will choose to help, or that what you think you need help with is exactly what I would choose to do for you, but if we can synchronise those things, and if we can both agree that my help is what you need right now (or then), I’d love to help.

Of course, every transaction is a two-way thing, and I’ll need your help, too. If helping you means I have less time to help myself (with boring old bills and that kind of thing) I’ll need your help in the form of some of those Bank of England promisary notes that magically help me keep my own body and soul together.

Then we’ll both be helping each other, and you know how good that feels!

Easy Peasy

Well, I made it to the top of Le Tourmalet and it wasn’t as tough as I feared, although it was hard enough, thanks, and I was very nervous the evening before the big climb.

This was mainly because we had a very hard day getting to the bottom of the climb, “positioning” via the Col Du Soulor, which is also a Tour de France favourite. Although it’s almost 700 metres lower at the summit, the Soulor starts at a lower altitude and is steeper, on average, so it’s actually a more intense climb, even though it’s much shorter – 12km versus 19km. The average gradient is about 9 percent, while the Tourmalet averages 7.4.

That meant I arrived at our overnight hotel just about exhausted and very doubtful indeed of my ability to recover overnight and climb Le Tourmalet next morning. A shower and a good meal improved my mood a lot and by next morning, after a good breakfast, I felt much more confident.

And my confidence was well placed, because, while the climb was long it was definitely doable. And now it’s done and I pulled that tee shirt on in record time!

Like a lot of things in life, getting to the start can be be hardest part. If you’re ready for the challenge, you’ll make it. Of course, you won’t really know for sure until you actually do it.

It’s not just a case of “Just do it”, but in the end that’s what it comes down to.

Big Mountains Need Small Hills

I plan to cycle up a mountain in three weeks time. And I will because I know that, by then, I will be strong and fit enough, if only just.

The last time I did anything similar was six years ago (!) but I managed to reach the minimum level of fitness on a quite tight training schedule. I was so impressed with myself that I wrote a book about it and how you can probably do the same or something equivalent.

In 2010, we cycled from Paris to Venice and took in quite a few mountains, actually. I didn’t know then if I could actually manage it, although I had climbed some pretty big hills in my training rides. Now I know, even though I’m six years older, that I can climb that mountain.

This time we’ll be tackling the Col Du Tourmalet, one of the iconic rides in the Tour de France. I’ve driven up it and even bought the T shirt, but I’ve never worn it because I’m not entitled to. Yet. Come September 10th, and I’ll be wearing it with pride.

But if I had tried to climb even a big hill just a couple of months ago I would probably have failed (or walked). It helps that I’ve done some quite strenuous walking in recent months, actually, but the main reason I can be optimistic now is that I’ve been riding up quite a few somewhat smaller hills. We don’t have mountains in Jersey but we do have a lot of nice, steep hills, as well as some slightly longer ones that are more like the gradients we’ll encounter in the Pyrenees.

So it will be a strain and I won’t be fast but I’ll be as ready as I can be without actually living in the mountains – and with a mere six week training programme.

I’ll let you know how much it hurts, but also how great it feels to be on top of that mountain!