Re: [ubuntu-marketing] The 5 principles to promote Ubuntu
I added Jo suggestions here: https://wiki.ubuntu.com/themkpledge We can see what to do with the guide later, but at least now is taking shape somewhere. For those too lazy to go to the url, the points are: 1. Never make people feel stupid for choosing a different OS. Let people know what their choices are and what are the benefits of using Ubuntu. 2. Encourage people to try Ubuntu, not to change for Ubuntu. Make sure everyone knows they don't have to give anything up. The goal is to make people want to try Ubuntu, after trying it the choice is theirs. 3. Know who you're talking to. Choose the selling points more suitable to your audience.. It's always nice to have a good argument in reserve when people start asking questions, so don't spend them all at once. 4. Never oversell and never cover up weaknesses. The expectations should be high enough for people to want to try it but still letting the system surprise them in a positive way. 5. Make sure people knows why our claims are true before making them. Feel free to modify them or add new points. 2010/8/13 Martin Owens > > Thanks Jo, > > That was a great list of things and well put. > > Martin, > > > On Fri, 2010-08-13 at 18:28 +0200, Jo-Erlend Schinstad wrote: > > On 11 August 2010 05:48, Lisandro Vaccaro wrote: > > > And also what would be the does and don'ts for marketing. > > > > > > 1. Almost anyone you're addressing will have Windows or OS X. Many of > > those will have made a contious dicision to use the system their > > using. Never let them feel stupid for making that choice. That means > > you don't want to badmouth other systems. They've made good choices in > > the past, and they'll make good choices in the future. But they have > > to know what their choices are, and that's why they should familiarize > > themselves with Ubuntu. > > > > 2. People are sceptical, specially when things are free. Make sure > > everyone knows it's not a choice between their current system and > > Ubuntu. They don't have to give anything up. The goal is to make > > people want to _try_ Ubuntu, not to _choose_ Ubuntu. It might be fun > > to try it, but the choice is theirs. > > > > 3. Different people are impressed by different things. Know who you're > > talking to. Choose a few unique selling points that suits your > > audience and stick with them. Aesthetics is important to some people, > > while efficiency is more important to others. Some people are more > > interested in ease of use than security. It's always nice to have a > > good argument in reserve when people start asking questions, so don't > > spend them all at once. > > > > 4. Disappointed people speak louder than happy people. Don't oversell > > and never cover up weaknesses. If they try it and find that it's not > > for them, they might still recommend that others give it a shot. If > > you disappoint them, however, they will discourage others. In other > > words, it's more important not to disappoint than it is to impress. > > The expectations should be just high enough for people to want to try > > it, but low enough that the system surprises them in a posisive way. > > > > 5. Extraordinary claims require extraordinary evidence. If it sounds > > too good to be true, then it probably is. There is much FUD about, so > > make sure people know why your claims has to be true before you make > > them! It requires more words, but it also eliminates the cause for > > sceptisism and doubt. This helps people focus on your words instead of > > your intentions, which dramatically increases your hitrate. This is > > extremely important and mastering the techinique requires effort, > > thought and practice. Whenever you hear or read an extraordinary > > claim, ask yourself: "How would I have prepared my audience for that > > claim?" Here's a few examples: > > > > Don't: "It's free! It doesn't cost anything!" > > Do: "It's based on a cooperation between lots of large companies, who > > either develop the software for internal use or as a service to their > > customers, or both. This cooperation requires that the software is > > open and available to all the companies, but also to all the expert > > individuals who might have something to contribute. As a consequence, > > you don't have to pay anything for the software and you're free to use > > it as you wish. > > > > Don't: "It works on all kinds of computers, right out of the box!" > > Do: "Because manufacturers of computers and hardware want to appeal to > > as many people as possible, it's in their own interest to make sure > > that the software runs well on their devices. Because the software is > > open, they're free to do so. You can run Ubuntu directly from a CD/DVD > > or a memory stick so you can make sure it works on your computer > > before you install anything. Because Ubuntu is modern and new > > software, not all companies will have adjusted yet, so it's nice that > > you're able to make sure it works before you commit to anyth
Re: [ubuntu-marketing] The 5 principles to promote Ubuntu
Thanks Jo, That was a great list of things and well put. Martin, On Fri, 2010-08-13 at 18:28 +0200, Jo-Erlend Schinstad wrote: > On 11 August 2010 05:48, Lisandro Vaccaro wrote: > > And also what would be the does and don'ts for marketing. > > > 1. Almost anyone you're addressing will have Windows or OS X. Many of > those will have made a contious dicision to use the system their > using. Never let them feel stupid for making that choice. That means > you don't want to badmouth other systems. They've made good choices in > the past, and they'll make good choices in the future. But they have > to know what their choices are, and that's why they should familiarize > themselves with Ubuntu. > > 2. People are sceptical, specially when things are free. Make sure > everyone knows it's not a choice between their current system and > Ubuntu. They don't have to give anything up. The goal is to make > people want to _try_ Ubuntu, not to _choose_ Ubuntu. It might be fun > to try it, but the choice is theirs. > > 3. Different people are impressed by different things. Know who you're > talking to. Choose a few unique selling points that suits your > audience and stick with them. Aesthetics is important to some people, > while efficiency is more important to others. Some people are more > interested in ease of use than security. It's always nice to have a > good argument in reserve when people start asking questions, so don't > spend them all at once. > > 4. Disappointed people speak louder than happy people. Don't oversell > and never cover up weaknesses. If they try it and find that it's not > for them, they might still recommend that others give it a shot. If > you disappoint them, however, they will discourage others. In other > words, it's more important not to disappoint than it is to impress. > The expectations should be just high enough for people to want to try > it, but low enough that the system surprises them in a posisive way. > > 5. Extraordinary claims require extraordinary evidence. If it sounds > too good to be true, then it probably is. There is much FUD about, so > make sure people know why your claims has to be true before you make > them! It requires more words, but it also eliminates the cause for > sceptisism and doubt. This helps people focus on your words instead of > your intentions, which dramatically increases your hitrate. This is > extremely important and mastering the techinique requires effort, > thought and practice. Whenever you hear or read an extraordinary > claim, ask yourself: "How would I have prepared my audience for that > claim?" Here's a few examples: > > Don't: "It's free! It doesn't cost anything!" > Do: "It's based on a cooperation between lots of large companies, who > either develop the software for internal use or as a service to their > customers, or both. This cooperation requires that the software is > open and available to all the companies, but also to all the expert > individuals who might have something to contribute. As a consequence, > you don't have to pay anything for the software and you're free to use > it as you wish. > > Don't: "It works on all kinds of computers, right out of the box!" > Do: "Because manufacturers of computers and hardware want to appeal to > as many people as possible, it's in their own interest to make sure > that the software runs well on their devices. Because the software is > open, they're free to do so. You can run Ubuntu directly from a CD/DVD > or a memory stick so you can make sure it works on your computer > before you install anything. Because Ubuntu is modern and new > software, not all companies will have adjusted yet, so it's nice that > you're able to make sure it works before you commit to anything." > > Don't: "It doesn't have viruses or trojans, it's safe!" > Do: "Ubuntu is a new and modern operating system, created in this > millenium. It's designed for the internet era, and includes built-in > protection against many of the traditional threats like viruses and > mailworms." > > > I hope this helps you promote Ubuntu in an efficient and positive way. > > Best wishes, > > Jo-Erlend Schinstad > -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com Modify settings or unsubscribe at: https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] The 5 principles to promote Ubuntu
On 11 August 2010 05:48, Lisandro Vaccaro wrote: > And also what would be the does and don'ts for marketing. 1. Almost anyone you're addressing will have Windows or OS X. Many of those will have made a contious dicision to use the system their using. Never let them feel stupid for making that choice. That means you don't want to badmouth other systems. They've made good choices in the past, and they'll make good choices in the future. But they have to know what their choices are, and that's why they should familiarize themselves with Ubuntu. 2. People are sceptical, specially when things are free. Make sure everyone knows it's not a choice between their current system and Ubuntu. They don't have to give anything up. The goal is to make people want to _try_ Ubuntu, not to _choose_ Ubuntu. It might be fun to try it, but the choice is theirs. 3. Different people are impressed by different things. Know who you're talking to. Choose a few unique selling points that suits your audience and stick with them. Aesthetics is important to some people, while efficiency is more important to others. Some people are more interested in ease of use than security. It's always nice to have a good argument in reserve when people start asking questions, so don't spend them all at once. 4. Disappointed people speak louder than happy people. Don't oversell and never cover up weaknesses. If they try it and find that it's not for them, they might still recommend that others give it a shot. If you disappoint them, however, they will discourage others. In other words, it's more important not to disappoint than it is to impress. The expectations should be just high enough for people to want to try it, but low enough that the system surprises them in a posisive way. 5. Extraordinary claims require extraordinary evidence. If it sounds too good to be true, then it probably is. There is much FUD about, so make sure people know why your claims has to be true before you make them! It requires more words, but it also eliminates the cause for sceptisism and doubt. This helps people focus on your words instead of your intentions, which dramatically increases your hitrate. This is extremely important and mastering the techinique requires effort, thought and practice. Whenever you hear or read an extraordinary claim, ask yourself: "How would I have prepared my audience for that claim?" Here's a few examples: Don't: "It's free! It doesn't cost anything!" Do: "It's based on a cooperation between lots of large companies, who either develop the software for internal use or as a service to their customers, or both. This cooperation requires that the software is open and available to all the companies, but also to all the expert individuals who might have something to contribute. As a consequence, you don't have to pay anything for the software and you're free to use it as you wish. Don't: "It works on all kinds of computers, right out of the box!" Do: "Because manufacturers of computers and hardware want to appeal to as many people as possible, it's in their own interest to make sure that the software runs well on their devices. Because the software is open, they're free to do so. You can run Ubuntu directly from a CD/DVD or a memory stick so you can make sure it works on your computer before you install anything. Because Ubuntu is modern and new software, not all companies will have adjusted yet, so it's nice that you're able to make sure it works before you commit to anything." Don't: "It doesn't have viruses or trojans, it's safe!" Do: "Ubuntu is a new and modern operating system, created in this millenium. It's designed for the internet era, and includes built-in protection against many of the traditional threats like viruses and mailworms." I hope this helps you promote Ubuntu in an efficient and positive way. Best wishes, Jo-Erlend Schinstad -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com Modify settings or unsubscribe at: https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] The 5 principles to promote Ubuntu
And also what would be the does and don'ts for marketing. 2010/8/11 Martin Owens > > > On Tue, 2010-08-10 at 18:30 -0300, Lisandro Vaccaro wrote: > > We appear to have (tens of) thousands of disjointed "micro marketing" > > efforts dispersed around the globe. No central voice. No > > common messaging. No specific goal(s) other than the nebulous one > > to "spread Ubuntu". (recently posted randal ross on the list) > > > > > > We aim to create a guideline for everyone wishing to promote Ubuntu, > > which do you think would be the focal principles to promote Ubuntu > > correctly? > > I think a guide like that would be most helpful, obviously not something > we can enforce as a requirement, but at least a place for the research > to drop into. > > My own submission: > > 1. It's easy and beautiful to use in most known use cases. > 2. It's already paid for / free to use / economically a free market. > 3. Sustainability developed, collaboration. > 4. User gets to be the owner, not just the licensor, free speech. > 5. Scientifically prudent, educationally critical. > > Needs work, tired now, sleep and more LinuxCon tomorrow. > > Martin, > > -- Lisandro H. Vaccaro -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com Modify settings or unsubscribe at: https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
Re: [ubuntu-marketing] The 5 principles to promote Ubuntu
On Tue, 2010-08-10 at 18:30 -0300, Lisandro Vaccaro wrote: > We appear to have (tens of) thousands of disjointed "micro marketing" > efforts dispersed around the globe. No central voice. No > common messaging. No specific goal(s) other than the nebulous one > to "spread Ubuntu". (recently posted randal ross on the list) > > > We aim to create a guideline for everyone wishing to promote Ubuntu, > which do you think would be the focal principles to promote Ubuntu > correctly? I think a guide like that would be most helpful, obviously not something we can enforce as a requirement, but at least a place for the research to drop into. My own submission: 1. It's easy and beautiful to use in most known use cases. 2. It's already paid for / free to use / economically a free market. 3. Sustainability developed, collaboration. 4. User gets to be the owner, not just the licensor, free speech. 5. Scientifically prudent, educationally critical. Needs work, tired now, sleep and more LinuxCon tomorrow. Martin, -- ubuntu-marketing mailing list ubuntu-marketing@lists.ubuntu.com Modify settings or unsubscribe at: https://lists.ubuntu.com/mailman/listinfo/ubuntu-marketing
