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Better Results Using Text Messaging To Dramatically Improve Your Marketing Efforts
In recent years, text messaging has become a major part of how we communicate. Recent surveys find that 60% of people worldwide are active texters, with over 193,000 text messages sent every second. In fact, texting is the number one most used data service in the world. So if you’re not using text messaging to market your business, now is the time to get started.
In many respects, text marketing is even better than email marketing. The latest IBM research shows that 90 percent of email marketing goes unopened and unread. Most business owners and marketing department executives have experienced this firsthand. So in order for your email campaign to work, you have to send out a lot of messages.
However, the opposite is true for text marketing in that 90 percent of text messages get read and acted on. That’s a huge response rate. But before we go any further, let’s make one thing perfectly clear: Successful email marketing strategies will not work for text messaging! So even though text marketing is the new marketing hotspot, you have to use the tool correctly.
Three Keys to Making Text Marketing Work
1. Get permission first: Text marketing isn’t like other marketing techniques you’ve used in the past, so you can’t treat it like email or print advertising. Since this is permission based marketing, the first step is to get people to agree to receive your texts. Why would anyone do that? Because you’re offering them something they value, not just a blatant ad.
For example, at the end of all my presentations, radio and television interviews, and on my print and online marketing materials, I promote the following: “Text Burrus to 99000 for a special handout and access to valuable resources on this subject.” When people do that, they immediately receive a text message from me that welcomes them and includes links to my mobile web app, handouts, and anything else of value I decide to offer that month. Since the people initiating the text are receiving something they want, they all give me permission to text them again, and they install the app I send them on their smart phone…and they use it.
2. Set positive expectations: No one wants to receive an inordinate number of text messages from any company. If you send them too many messages, they’ll quickly ask to be removed from your list. That’s why you have to tell them upfront, in the first text you send them, how many messages they’ll receive from you each year. Keep the number low! I suggest a maximum of 12 per year.
In my welcome text to people I clearly state that they will receive 0-4 messages per year from me. This may seem very low, but in my case I have several goals. The first is to have none of them opt out of future text messages from me. So far, no one has asked to be removed from my list. Why? Because the low number is a quick way of telling them I’m not going to be intrusive. Rather than send them information every day or week, disturb them, and impede on their message and data limits with their service provider, they know I’m only going to send them important information no more than 4 times per year. Essentially, I’ve removed any fears or false assumptions and have set a reasonable expectation for the texts. Second, I will only text them for major promotions of very high value to both them and me. Third, I want to train them to read and act on all of my messages. The number of texts you choose to send may be different, but remember to keep it low for best long-term results.
3. Give high-value information: Texting something that isn’t useful, even if you do it only once in a while, will only annoy your customers. So be particular about what you send out via text.
In my case, my initial message contains a link to an app, and that is where they can have immediate access to all my social media feeds, YouTube videos, newsletters, and blogs. I also provide a link where they can get a three-month trial subscription to my newsletter. It also lists all my products, which people can purchase right from the app, and it has all of my contact information at the touch of a button. Essentially, it gives them access to continuous, updated offers and useful information on an app they install on their smart phone. And because the free newsletter subscription requires their email address, I have now captured both their mobile number for text message marketing and their email address for email marketing. When I use them in an integrated marketing approach, I have superior results!
Of course, this strategy works for more than just authors, speakers, and consultants. Suppose you are an auto dealer. Instead of just offering an app via text that simply lists your locations and hours, it can be a place where customers can store all the auto service records and receive reminders for when service is due. Perhaps it can even give customers the ability to schedule appointments, watch informational video about car maintenance, and even call for emergency roadside service. The possibilities for any company are endless.
Once your organization’s app is downloaded onto your customers’ phones, you can do push marketing messages to the app and save text messaging for a few, big offers. Depending on how customers have their push notifications set up on their phones, they’ll see a notification on your app that a new announcement is waiting for them. This, combined with your periodic direct text messages, is a powerful strategy for reaching and engaging customers.
The Next Frontier of Marketing
Text marketing is a hard trend that will be increasingly more powerful as time goes on. Not only is it an effective way to reach customers, but it’s also a prime opportunity to provide useful information and resources that make you stand out as the market leader. So if you haven’t developed a text marketing strategy yet, do it now. Text marketing, when done correctly, will help you to both increase profits and jump ahead of the competition.
Join Pulitzer Prize-winning reporter and best-selling author Charles Duhigg as he interviews Victoria Montgomery Brown, co-founder and CEO of Big Think, live at 1pm EDT tomorrow.
Richard Feynman once asked a silly question. Two MIT students just answered it.
Here's a fun experiment to try. Go to your pantry and see if you have a box of spaghetti. If you do, take out a noodle. Grab both ends of it and bend it until it breaks in half. How many pieces did it break into? If you got two large pieces and at least one small piece you're not alone.
But science loves a good challenge<p>The mystery remained unsolved until 2005, when French scientists <a href="http://www.lmm.jussieu.fr/~audoly/" target="_blank">Basile Audoly</a> and <a href="http://www.lmm.jussieu.fr/~neukirch/" target="_blank">Sebastien Neukirch </a>won an <a href="https://www.improbable.com/ig/" target="_blank">Ig Nobel Prize</a>, an award given to scientists for real work which is of a less serious nature than the discoveries that win Nobel prizes, for finally determining why this happens. <a href="http://www.lmm.jussieu.fr/spaghetti/audoly_neukirch_fragmentation.pdf" target="_blank">Their paper describing the effect is wonderfully funny to read</a>, as it takes such a banal issue so seriously. </p><p>They demonstrated that when a rod is bent past a certain point, such as when spaghetti is snapped in half by bending it at the ends, a "snapback effect" is created. This causes energy to reverberate from the initial break to other parts of the rod, often leading to a second break elsewhere.</p><p>While this settled the issue of <em>why </em>spaghetti noodles break into three or more pieces, it didn't establish if they always had to break this way. The question of if the snapback could be regulated remained unsettled.</p>
Physicists, being themselves, immediately wanted to try and break pasta into two pieces using this info<p><a href="https://roheiss.wordpress.com/fun/" target="_blank">Ronald Heisser</a> and <a href="https://math.mit.edu/directory/profile.php?pid=1787" target="_blank">Vishal Patil</a>, two graduate students currently at Cornell and MIT respectively, read about Feynman's night of noodle snapping in class and were inspired to try and find what could be done to make sure the pasta always broke in two.</p><p><a href="http://news.mit.edu/2018/mit-mathematicians-solve-age-old-spaghetti-mystery-0813" target="_blank">By placing the noodles in a special machine</a> built for the task and recording the bending with a high-powered camera, the young scientists were able to observe in extreme detail exactly what each change in their snapping method did to the pasta. After breaking more than 500 noodles, they found the solution.</p>
The apparatus the MIT researchers built specifically for the task of snapping hundreds of spaghetti sticks.
(Courtesy of the researchers)
What possible application could this have?<p>The snapback effect is not limited to uncooked pasta noodles and can be applied to rods of all sorts. The discovery of how to cleanly break them in two could be applied to future engineering projects.</p><p>Likewise, knowing how things fragment and fail is always handy to know when you're trying to build things. Carbon Nanotubes, <a href="https://bigthink.com/ideafeed/carbon-nanotube-space-elevator" target="_self">super strong cylinders often hailed as the building material of the future</a>, are also rods which can be better understood thanks to this odd experiment.</p><p>Sometimes big discoveries can be inspired by silly questions. If it hadn't been for Richard Feynman bending noodles seventy years ago, we wouldn't know what we know now about how energy is dispersed through rods and how to control their fracturing. While not all silly questions will lead to such a significant discovery, they can all help us learn.</p>
A study looks at the performance benefits delivered by asthma drugs when they're taken by athletes who don't have asthma.
- One on hand, the most common health condition among Olympic athletes is asthma. On the other, asthmatic athletes regularly outperform their non-asthmatic counterparts.
- A new study assesses the performance-enhancement effects of asthma medication for non-asthmatics.
- The analysis looks at the effects of both allowed and banned asthma medications.
WADA uncertainty<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU0OS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMDc4NjUwN30.fFTvRR0yJDLtFhaYiixh5Fa7NK1t1T4CzUM0Yh6KYiA/img.jpg?width=980" id="01b1b" class="rm-shortcode" data-rm-shortcode-id="2fd91a47d91e4d5083449b258a2fd63f" data-rm-shortcode-name="rebelmouse-image" alt="urine sample for drug test" />
Image source: joel bubble ben/Shutterstock<p>When inhaled β-agonists first came out just before the 1972 Olympics, they were immediately banned altogether by the WADA as possible doping substances. Over the years, the WADA has reexamined their use and refined the organization's stance, evidence of the thorniness of finding an equitable position regarding their use. As of January 2020, only three β-agonists are allowed — salbutamol, formoterol, and salmeterol —and only in inhaled form. Oral consumption appears to have a greater effect on performance.</p>
The study<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU0Ny9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY1MTIzMDQyMX0.Gk4v-7PCA7NohvJjw12L15p7SumPCY0tLdsSlMrLlGs/img.jpg?width=980" id="d3141" class="rm-shortcode" data-rm-shortcode-id="ebe7b30a315aeffcb4fe739095cf0767" data-rm-shortcode-name="rebelmouse-image" alt="runner at starting position on track" />
Image source: MinDof/Shutterstock<p>Of primary interest to the authors of the study is confirming and measuring the performance improvement to be gained from β-agonists when they're ingested by athletes who don't have asthma.</p><p>The researchers performed a meta-analysis of 34 existing studies documenting 44 randomized trials reporting on 472 participants. The pool of individuals included was broad, encompassing both untrained and elite athletes. In addition, lab tests, as opposed to actual competitions, tracked performance. The authors of the study therefore recommend taking its conclusions with just a grain of salt.</p><p>The effects of both WADA-banned and approved β-agonists were assessed.</p>
Approved β-agonists and non-asthmatic athletes<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU1MC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMzkxODk0M30.3RssFwk_tWkHRkEl_tIee02rdq2tLuAePifnngqcIr8/img.jpg?width=980" id="39a99" class="rm-shortcode" data-rm-shortcode-id="b1fe4a580c6d4f8a0fd021d7d6570e2a" data-rm-shortcode-name="rebelmouse-image" alt="vaulter clearing pole" />
Image source: Andrey Yurlov/Shutterstock<p>What the meta-analysis showed is that the currently approved β-agonists didn't significantly improve athletic performance among those without asthma — what very slight benefit they <em>may</em> produce is just enough to prompt the study's authors to write that "it is still uncertain whether approved doses improve anaerobic performance." They note that the tiny effect did increase slightly over multiple weeks of β-agonist intake.</p>
Banned β-agonist and non-asthmatic athletes<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU1Mi9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYzNjI3ODU5Mn0.vyoxSE5EYjPGc2ZEbBN8d5F79nSEIiC6TUzTt0ycVqc/img.jpg?width=980" id="de095" class="rm-shortcode" data-rm-shortcode-id="02fdd42dfda8e3665a7b547bb88007ef" data-rm-shortcode-name="rebelmouse-image" alt="swimmer mid stroke" />
Image source: Nejron Photo/Shutterstock<p>The study found that for athletes without asthma, however, the use of currently banned β-agonists did indeed result in enhanced performance. The authors write, "Our meta-analysis shows that β2-agonists improve anaerobic performance by 5%, an improvement that would change the outcome of most athletic competitions."</p><p>That 5 percent is an average: 70-meter sprint performance was improved by 3 percent, while strength performance, MVC (maximal voluntary contraction), was improved by 6 percent.</p><p>The analysis also revealed that different results were produced by different methods of ingestion. The percentages cited above were seen when a β-agonist was ingested orally. The effect was less pronounced when the banned substances were inhaled.</p><p>Given the difference between the results for allowed and banned β-agonists, the study's conclusions suggest that the WADA has it about right, at least in terms of selection of allowable β-agonists, as well as the allowable dosage method.</p>
Takeaway<p>The study, say its authors, "should be of interest to WADA and anyone who is interested in equal opportunities in competitive sports." Its results clearly support vigilance, with the report concluding: "The use of β2-agonists in athletes should be regulated and limited to those with an asthma diagnosis documented with objective tests."</p>
Certain water beetles can escape from frogs after being consumed.
- A Japanese scientist shows that some beetles can wiggle out of frog's butts after being eaten whole.
- The research suggests the beetle can get out in as little as 7 minutes.
- Most of the beetles swallowed in the experiment survived with no complications after being excreted.