All posts for “marketing”


What Pitchman Ron Popeil Can Teach Us About Explanation

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

Categories: Explanation, howto, marketing, ourwork


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

Online Videos, Testimonials and Conversion Rates

Posted by: leelefever on February 19, 2009- 4:00pm

Categories: business, marketing, statistics, video


It's too easy to just put up a web page and hope for the best. I can certainly attest to this practice for most of Common Craft's existence. However, as we've moved into ecommerce and built some traffic, I've become much more data oriented and learned more about things like "conversions" and "A/B testing." Many web-based businesses have the same goal: drive traffic to your web site and then convert that traffic into some desired action.  This is called conversion - converting traffic to... Continue Reading

Yaay! Common Craft Stickers

Posted by: leelefever on February 4, 2009- 4:00pm

Categories: art, conference, marketing, stickers, Swag


Thanks to John, Maureen and the folks at Sticker Giant for their help with these little guys. We're planning to carry them with us at conferences, etc. If you see us at SXSW or anywhere else, ask for one! Would you like a sticker?  Send a self-addressed, stamped envelope to: Common Craft P.O. Box 18322 Seattle, WA 98118-0322

Being Lightweight: Business Design

Posted by: leelefever on July 20, 2008- 5:00pm

Categories: beingsmall, business, lesson, lightweight, marketing, ourwork


This is the third in a series of posts about Being Lightweight.  The first two were about Working with Clients and Tools We Use.We are lucky to have a product that people like. Our challenge is to experiment and find the best ways to build a business around this product. To be successful we need the business to be profitable, but also work within the life we want to live.We see this process as "business design" and as this series outlines,  being lightweight is a big priority.  Below are a... Continue Reading

New Social Media eBook - And a Funny Blogger Outreach Video

Posted by: leelefever on December 9, 2007- 4:00pm

Categories: books, business, friends, marketing, socialmedia, video


Wouldn't it be nice if every author actually lived in the world that they wrote about? It's one thing to be an observer, but yet another to be a resident.  That's why it's my pleasure to point you to a new ebook by Darren Barefoot and Julie Szabo of Capulet Communications. It's called "Getting to First Base: A Social Media Marketing Playbook".  You can learn more (and purchase it) at This video provides a quick overview too. I've known Darren and Julie for years and... Continue Reading

On To Bluer Oceans

Posted by: leelefever on September 9, 2007- 5:00pm

Categories: business, marketing, strategy, thissite, video


The transition is complete. Common Craft has become a different company and our first products are coming out in the next two weeks. A Bit of Background: In 2003, I started Common Craft to focus on online communities. After being a professional online community manager for a few years (1999-2003) Common Craft gave me a chance to be a consultant for the first time. I loved it - I had a cozy little niche that enabled me to work on fun and interesting projects, like the March of Dimes -... Continue Reading

To Be Rather Than to Seem

Posted by: leelefever on May 24, 2007- 5:00pm

Categories: business, marketing, personal, quote


I'm originally from North Carolina and I once learned that our state motto is "Esse Quam Videri" which translates to "To Be Rather Than To Seem" If you ask me, this should be the motto for businesses (and individuals) who are trying to adapt to the new world of community, marketing and advertising on the web. The days of "seeming" are over and success in the future is all about "being". Really, there is no choice - the customer now decides what is real. To Be Rather Than To Seem - it makes... Continue Reading

Building and Spending Buzz Capital

Posted by: leelefever on September 15, 2005- 5:00pm

Categories: buzz, marketing, twinf


As I’ve been hinting, I’m getting really close to revealing something new that I’m very excited about. Quite honestly, I’m hoping to build some buzz, as I’ll be looking for people to participate (it's free). In planning for buzz, I like to look at it in terms of something I call “Buzz Capital�?. Like most types of capital, buzz capital is something you build up and then spend. The goal is to spend it at the most opportune moment, thus increasing the returns on the buzz. I'd say... Continue Reading

The Times They Are A'Changin

Posted by: leelefever on September 13, 2005- 5:00pm

Categories: buzz, marketing, twinf


I've been planning something since January of this year and I'm really excited that it's about to come to fruition. In fact, I can barely contain myself. I'm going to be evasive for now, but it's something that represents the biggest adventure of my life so far, personally and professionally. In a week or two, I'll start talking specifics and my goal in writing this is to fire off a warning shot to say that things are changing here at Common Craft headquarters. In fact, I think it's safe to... Continue Reading

Loud vs. Soft Intranet Promotion

Posted by: leelefever on June 25, 2004- 5:00pm

Categories: intranet, marketing


Marketing and Promoting Your Intranet I think James at Column Two was right to quote this as a teaser for this article: An Intranet is not a marketing vehicle for a product; it is the product. Without proper system promotion, users won't know about the existence of an Intranet or the true value of the content contained within it. And the time, money, and effort expended to build an Intranet is far too great to hope users will simply happen upon it by chance. This is true, and I think Intranet... Continue Reading