All posts for “marketing”

Dropbox: A Case Study in Explanation

Posted by: leelefever on June 10, 2013- 11:01am

Categories: Art of Explanation, case study, dropbox, marketing, technology

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Dropbox, with 100+ million users, has become a case study in startup success. But before that success they had a big problem to overcome, one that seems to plague startups everywhere. How they solved it and what that has meant to their company provides a look at the future of business communication and how to engage and turn website visitors into customers.     A New Kind of Problem   Companies are problem-solving machines. Whole teams and departments exist to solve engineering problems, design... Continue Reading

Seth Godin on Learning by Analogy

Posted by: leelefever on May 20, 2013- 10:49am

Categories: analogy, Art of Explanation, business, marketing, sethgodin

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Marketing genius and author Seth Godin recently wrote about the use of analogy in educating others and frames an idea that's near and dear to my heart:   Marketing, like all forms of art, requires us to learn to see. To see what's working and to transplant it, change it and amplify it.   We don't teach this, but we should. We don't push people to practice the act of learning by analogy, because it's way easier to just give them a manual and help them avoid thinking for themselves.   The... Continue Reading
Dear Common Craft friends and fans, I’m writing to humbly ask for your help. The Art of Explanation, my new book, recently became fully available in bookstores and online. And now, it’s up to us to get the word out - and I’m hoping you can help.    First, I hope you’ll consider buying the book. It’s meant for everyone and especially professionals.  If you’ve already purchased and read it, please consider writing a quick review on Amazon or your website.    There a number of other ways you can... Continue Reading

How Would You Market A Book?

Posted by: leelefever on August 5, 2012- 1:21pm

Categories: Art of Explanation, book, feedback, marketing, promotion

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We're approaching a new phase in getting The Art of Explanation into the world. Now that the writing is 99% done, we need to think about marketing and promotion. Soon I will have a meeting with Wiley (the publisher) and start putting together a marketing plan. In preparation for this phase, I hope to learn as much as I can. I would love your help.  If you have written/promoted a book, worked in publishing, marketing, PR, or simply have ideas, I'd love to hear your thoughts. I am a first time... Continue Reading

Video Explanations by 1/29 Explainers

Posted by: leelefever on October 4, 2011- 2:39pm

Categories: 1/29, Explainer Network, Explanation, marketing, video

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From time-to-time we like to show off the work of a member of our Explainer Network of video producers.  The videos below are by 1/29 Explainers in Oakland CA.  This first example on Next Gen Web Security from McAfee is a classic story-driven narrative.  It works well as an explanation by telling a story through the experiences of a character that is likely to connect with the target audience, in this case, IT managers.  It plays on the loss of control that IT managers feel (the pain) and shows... Continue Reading

Reactions to the New Common Craft

Posted by: leelefever on August 16, 2011- 10:35am

Categories: blogs, buzz, marketing, PR

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We've been lucky over the years. Our videos tend to speak for themselves and have helped to build a little buzz and help our brand without too much formal PR.  But with the launch of the new site, we thought a little buzz would help get the word out about the our new direction. Below are links and excerpts from a few blog posts about the new Common Craft. Todd Bishop, Geekwire News:  Paper, Scissors and New Membership Model for Video Firm Common Craft Seattle’s Common Craft video firm has... Continue Reading

Video: Woot's Awesome Rapping Monkey Announcement

Posted by: leelefever on June 30, 2010- 5:00pm

Categories: announcement, fun, humor, marketing, video, viral

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The Woot! service (known for their one-day, one-deal offers) has always been know for their light-hearted and fun communication style. It's a quality I love to see in companies.  Any company that's prepared to be a little silly and not take itself too seriously has an opportunity to find loads of adoring customers and fans on the web. In the context of boring corporate announcements, these companies seem like the life of the party. Thanks to their business model and adoring fans, Woot! was... Continue Reading

Want Common Craft Stickers?

Posted by: leelefever on June 29, 2010- 5:00pm

Categories: art, marketing, stickers, Swag

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I'm the first to admit that we haven't done a great job on the much-requested Common Craft t-shirts, etc.  But we do have stickers!  If you'd like a few (supplies are limited), please be like the person below and send a self-addressed, stamped envelope to: Common Craft P.O. Box 18322 Seattle, WA 98118-0322 We'll look forward to hearing from you!
A big congrats to Instruxion (the company behind Animated Explanations) for being awarded the Platinum Seal of e-Excellence in Europe, which recognizes companies who have a track record of innovation. Of course, we see this recognition as further proof that video explanations are a valuable and productive element of marketing and education. Animated Explanations is based on Brussels, Belgium and a member of our Explainer Network of video producers. Here's the description of the award from the... Continue Reading

What Pitchman Ron Popeil Can Teach Us About Explanation

Posted by: leelefever on March 2, 2010- 4:00pm

Categories: Explanation, howto, marketing, ourwork

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If you've been reading for a while, you've seen us write that a secret to a strong explanation is putting the subject in the context of someone's life.  Don't just talk about what it does, talk about how it fits into their world - how it takes away pain or makes something easier, faster, better. Recently I've been reading the Malcolm Gladwell book What the Dog Saw and Other Adventures, which is a collection of his past articles from the New Yorker. One of the articles is called The Pitchman and... Continue Reading

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