Search engine optimisation in Oban, Tobermory, Argyll and Bute
A business or person listing in SERPS - search engine results pages - can be a much misunderstood process and one shrouded in mystery for most.
Main Street, Tobermory - one of the places I work from
But it is actually quite straight forward.
found us can help you with this area and here is a nice little commentary the practice of Search Engine Optimisation, and of how we can help.
Have a read below and don’t hesitate to say hello.
SEARCH ENGINES
We all use them. Mostly Google in the UK with over 90% of searches coming from this one entity. But when you consider sheer numbers of searches you also need to look to other players. For example Bing.
A search engine is effectively a database of websites across the UK (being UK specific here.) A user types a search and results are delivered on a web page, know as a SERP or search engine results pages. The viewer clicks on their desired result (also known as listing or from a Geek point of view, snippet) and is taken to that website.
Here I am talking about natural listings and the paid for ones (separate article to come on this area) commonly know as Sponsored Links and normally positioned to the top of the results page.
Technically all business is a numbers game. The more people though the shop door, the more likelihood of a sale. And you encourage potential purchasers of a product or service by stock positioning, attractive packaging, price, accessibility (is it in stock?)
Same applies, as has been discovered, to the web. The online shop so to speak. A customer finds you via a big shopping mall (Google) after typing in a search query. They decided to enter your store versus others by clicking on the search result. Your search result is your invitation to a potential consumer.
On then clicking the link the user is taken to a website. From here a number of factors come into play.
Think of all of this as a sales process as defined by the acronym for the sales structure AIDA.
Attention - obtain a customers attention within the many results that are shown.
Interest - create interest via your result title and body copy (known as a Result, Listing or Snippet.)
Desire - match the customer need with your product or service benefits as detailed in the result, snippet, or listing.
Action - on creating desire we stimulate the customer to click on your result.
The searcher has a need we want them to fulfil this by their clicking on your search engine result, and being taken to your product or service. Your part to play is well written copy that captures the searcher’s attention and matches the need they have as expressed in the search. We’ll come onto the actual website after that.
A SIMPLE 2 STEP PROCESS - SEARCH TO CLICK AND WEBSITE
STEP 1 SEARCH TO CLICK
It is NOT simply about copy writing with SEO - search engine optimisation. Well it is, but there is a little more to it.
You have to really go back to basics before even looking to a website. And you can blow a lot of marketing money on an ill produced website.
Our task is to match the search intentions of the customer. In search we refer to brand and non-brand terms. Brand terms relate to your business brands including products and services. Non brand refers to all other terms. For example “Coca-Cola" versus “soft drink”. And you need to optimise for both.
Search Terms / Search Queries
Q: how is someone going to find you via a search on a search engine?
A: use you pre-existing knowledge of the customer and your marketing. Blend with what you observe from online and search data.
Remember the acronym - WHATS.
What do you make? How do you make it? To what area to you sell to? To whom do you sell to? What special features do you have?
You need to get back to basics and evaluate what you make and sell, whether service or product. And what might be exclusive to you. Such information can form the basis of deciding what search terms you wish to use for your business, its product, its service.
You need to understand who your customer is and get inside their head. How do they think? How are they likely to find your product via a search engine query/search terms?
This can be aligned with offline point of sale and marketing activities. How would someone find you in the “real world”? How would they find you in a shopping mall, a superstore? How does your ambient media appeal to users? We need to get back to basics of how we meet a customer’s need at the point in time when that need coalesces?
Search engines are databases and there is analogy with a big shopping mall, or superstore. How does the customer find the shop you sell from or the product on the shelf if they were to ask the passer by?
For example we are a business that runs a hotel in Oban, where there are many other hotels and accommodation providers. You know from your marketing and customers that you are found via people asking about “hotels in Oban”, “hotels in Argyll and Bute”, or the name of your hotel “Peter Cobley Hotel”. You now have queries that translate well to the web.
Online data and research
Search words, search queries, keywords, search terms are basically one in the same thing. It is what the searcher enters into a search engine.
We are now beginning to build up brand and non-brand search terms.
But we also have a wealth of online data that we can mine from our website, free, and paid for tools. Examples can be Google’s Analytics, or Search Console, or some very sexy paid for tools.
Zapier have kindly provided a neat article: The 11 Best SEO Tools in 2025.
Search listing, snippet, website copy
This is where we go back to AIDA - the sales process that applies in all cases. It is a crucial fact that life for people is not divided into web and non-web. But as businesses we can think this way.
Your search engine copy and web copy is your traditional point of sale and both must interact with each other, customer, and a search query. It should fluidly follow the searcher’s thinking “I need a hotel in Oban, I can see Peter Cobley Hotel, and the hotel is both central and showing a 10% offer. I’ll have a look and click”.
Pixie dust and magic
I am not going to go into the more technical side of things. But the following rules apply when it comes to getting “good” search engine results for your chosen search terms.
The higher up the listings on SERPS mean more clicks.
Getting the higher positions can involve “working” the hidden stuff that makes Google what it is, Bing what it is etc.
You may have heard of PageRank, algorithms, viewing and click rates. Blah, blah, blah. But don’t panic - it is not as complex as you think.
Paid listings (PPC, Pay per click) interact with each natural search engine results.
How your website performs is a factor in your position for a search term.
I AM NOT GOING to cover this bit off, suffice to say we know about it in detail and can explain all to you. AND the above is not a definitive list.
The view from the found us office
STEP 2 LISTING TO WEBSITE
Copy and “themes”
When the user arrives on the website it is ideal that the copy reflects the search term they used especially a specific one relating to product or service. The same principles apply as in any offline sales process. For example, if we have successfully navigated the user searching for Christmas pud to the relevant aisle and Christmas pud cannot be located then we have wasted a lot of marketing effort, unless our particular customer is happy to search.
Same applies for the click from listing to website. If you drop the user onto the home page when they are searching specifically, e.g. “double room in Oban hotel” then don’t be surprised of a high bounce rate as users leave the site.
Thematic copy and process is so important. And what do I mean by this? The user is following a train of thought and we have to mirror this in the copy and it positioning.
This is where skill comes in as we look to the very bare bones of a website and how it functions as both a sales, information, or tool vehicle.
I have focused on retail in this post but am at pains to explain that not all websites sell product and service, and that the above does also apply.
It is about structuring your website of linking its copy and disparate parts to search terms and listings, of optimising for what the customer wants and needs of a website. OF NOT OVER OPYTIMISING FOR SEO and so reducing a customer facing means of engagement to a mere amalgam of search terms.
Conversion rates
They all stack up if things are done correctly. AND I did say at the start that it is a numbers game.
You appear on page one of the SERPS for terms, thus reaching a large number of searchers.
You have a good click through rate of good, qualified customers on your search engine listings.
The customers who hit your website stay as the content is relevant.
The customers convert to sales or whatever metric you work by beacuse they want what you offer.
We can deliver on the above for you, and it is NOT EXPENSIVE OR COMPLEX, and we can teach you how to do it yourself. No need for an agency, and we will be the first to advise this.
OUR SEARCH ENGINE CREDENTIALS - WHY PETER COBLEY AND FOUND US
A December’s working week in photos.
And what a fine place to live and work - Tobermory, Isle of Mull, Oban.
found us
“People don't notice whether it's winter or summer when they're happy.” Anton Chekhov
Savouring a view out to sea from Gavanan Beach near Oban.
Life’s reality can be our singular viewpoint of it and not one governed by the outside influences that swirl daily about us.
(*There is a more concise version of this post if you scroll to footnote at the bottom of this page.)
What glasses are you wearing today when you look at life?
Can you see the Robin?
Can you see the beauty in all including people, no matter what?
Do you need glasses given to you by others, by society?
Are you looking with clarity at your life, or is your viewpoint opaque, clouded by a focus on others? By wearing glasses given to you people and society, and so wearing their world views.
It is so easy to be myopic as to what others have done to you, not done to you, your world situation and where you are; compared to being yourself, true and authentic, living each moment at a time, recognising what has been and may come, whilst not being and living in moments past and yet to come.
I always remind and encourage people to draw their sphere of influence inward , from that which is outside of them and self; for self is what we truly control. And in controlling self we have direction, purpose, clarity. We live in our moments when we focus on self, not the moments of others.
"What good is the warmth of summer, without the cold of winter to give it sweetness." - John Steinbeck, "Travels with Charley: In Search of America"
Scottish mountains when sailing into Oban. The rugged beauty of winter.
I like the quote and its symmetry to weather. The reality is that winter balances summer and vice versa; both are really mirror images. Yet the interpretation one can put on winter is darkness, cold, damp, wet, snow, despondency. But this is an interpretation. Is not winter also something to be marvelled at as a season of beauty, of both hibernation and recovery for new growth and life, and also a time of reflection, of closing in together in warmth with loved ones?
To Mentor is to Grow
This is something I have done for years and for the most part freely believing in the mantra of giving back what was freely given to you. After all how much of life to you really need to live and enjoy life?
What I have learnt is that a lack of self belief and faith, of low self esteem, of people pleasing, of fear of action to lack of goal and dream planning is down to the interpretation we have of life including ourselves, which is a product of the glasses and thus viewpoint we were given from birth. And that it is possible to re-engineer all of this and simply remove the glasses and adopt a viewpoint of self, others, world and all that we are comfortable with.
Through mentoring I grew others and I grew myself. I learnt to be empathetic, caring and considered.
Sailing into Oban, with Ben Cruachan beyond. I see its rugged and towering beauty and cast aside my worldly beliefs and marvel at what can await me.
In simple terms I wasted so much time thinking about other people, other places, and other things. It did not matter if it was a house to live in, a job to aim for, jealousy or anger, or worse hate of others, bemoaning a situation I found myself in, usually blaming others for this, hours spent conniving my climb up the corporate ladder, or worry pangs of what people thought of me - The list went on ad nauseam.
I was very shallow, insecure, eager to please, easily led back then.
Thankful not anymore.
What glasses are you wearing this winter, or do you need to remove them?
found us
I now realise I gave good advice when mentoring or advising in my 10 years of found us but did not necessarily follow it myself!
I do now.
I took my glasses off which jaundiced my viewpoint to one of believing I was not good enough, people better than me, and spent too long worrying about others.
Now, I just focus on me and how I can live in each moment and I now achieve so, so much more.
I care for but am not worried as to other people. Why should I be? Nor do I worry as to places or events, let alone what’s happened or may happen.
I now teach this approach (and actually have done for a while) and people I work with, especially the senior ones. I now do think each senior person with all their confidence are quite insecure beneath the surface. And that’s okay. That’s being authentic and believable. Rather than the usual approach of positioning oneself with bravado, knowing it, and keeping people at distance for fear of being found out.
*Sweary Footnote - the simple version for those who can’t be bothered to read my post.
There is a chap called Craig Johnson who once said to me that the world is 50% c**ts and 50% non-c**ts. I still remind myself of this fact.
Where will your journey take you when you become free of what you were? Disembarking the Isle of Mull ferry to Oban.
Where’s Wally?
Well…. Not exactly true, but it amused me indeed to think of the analogy. Suffice to say that Wally is in fact the eminent Tom Cheesewright, Applied Futurist, and long standing contact.
We caught up today in cavernous Foundation on Whitworth Street. A Metrolink tram from Ashton into the bowels of Piccadilly and then a walk to the coffee shop. Passing the beautiful old buildings that line the route, and including what were the old UMIST buildings. Which makes me think of my age.
Tom was, and is always on good form and a cheerful wind blowing into my somewhat vacant mind. Especially when food comes into play, and it was lunchtime. Always a distraction. That said I ended up having a coffee and instead ate on returning home.
It has been a while since we caught up and it was good to chat as to market and economic trends. We both tried to figure out when we might see an upturn in economic conditions, different to sentiment. Labour will get into power we agreed, and with this we will see a rise in positive sentiment amongst the population and those that consume. But this won’t manifest itself properly as an upturn for business, taking aside Christmas, until Q3 of 2025; so quite a while away.
Tom is perfectly fine, strongly supported with his speaking, consulting as a pre-eminent Futurist for leading brands, and also representing other notable public speakers.
I’ve always felt he deserved to do well because not only does he have what it takes, he took the plunge and followed his dream to success and reputation when no one knew what the heck a Futurist is. I’d always recommend him.
Please do make sure that you read up on what TC gets up to in his life; it makes for great reading. And I was quite fascinated when he mentioned he is producing and delivering a Podcast for the BBC.
Tom also runs Pomona Partners, representing a number of leading speakers. A highly recommended look for those needing expert speakers.
Tom like me enjoys reading and is an avid consumer of educational books, and recommended the following by Peter Etchells. I’m interested in a book (having read Irresistible) that talks about having a positive relationship with tech, social media, and mobiles. I’ve used one of my Audible credits for it.
The Amazon precis reads, “Professor Pete Etchells studies the way we use screens, and how they can affect us. In UNLOCKED, he delves into the real science behind the panic about our alleged device addiction and withering attention spans. Armed with the latest research, he reveals how little we have to fear, and the great deal we have to gain, by establishing a more positive relationship with our screens. That begins with asking ourselves some essential questions about how we use them.
Instead of clamouring for us to ditch our devices (before guiltily returning to the same old habits), UNLOCKED is a sustainable, realistic and vital guide to transforming our connection with technology.”
Jones and Kershaw.
It is Sunday 28th April as I type, and I think back to Wednesday of this week when I caught up with two old and treasured contacts.
The first coffee in Haunt on Peter Street was with Simon Jones who I have known for a number of years. Simon Jones heads up Wavemaker Studio and has made a massive impact to the business with the set up and growth of this area, especially where media budgets are showing contraints as are margins for agencies.
It was a good chat as to life, family, and business. And it is tough times for a lot of people in and outside of our business. Heading in to meet Si, I felt Manchester busy for mid-week, but not as busy nor vibrant as I would expect. But good old Wavemaker Manchester under the steady and capable hands of Emma Slater is doing well, and also in new Quay Street offices.
Amusingly after Haunt we headed to Greggs on St Peter’s Square for a pizza slice for Si, sausage roll and ring donut with sprinkly things for me, and kindly paid for by Si. Off he went, and I kept myself busy before seeing Jon Kershaw at Ditto Coffe on Oxford Street.
Forgot to photo snap Jon at Ditto Coffee, so apologies Mr Kershaw I used LinkedIn instead.
Where do I start with Jon Kershaw? Someone I have known for a number of years and highly respect. An example of being able to get to a senior role in this game and retain being a nice chap, someone who cares, and runs a good business.
Jon heads up PHD in Manchester, and the agency has a roster of good clients, staff, and is widely respected. Jon is a strategist and thinker at heart and we enjoyed a good chat and vague attempts at forecasting the marketplace and when it would pick up. We think, and I use this loosely, that improvement or even stability probably won’t be seen until at least Q3 next year. There is a lot going on globally, and there is also a concern of a potential shift of advertising clients to London, and their not recognising the strength of the North. We may pitch against each other, but if one agency loses a client to London, then we all lose.
And as I have said before London looks after London.
I suspect people and businesses in the advertising industry (all emcompassing term that covers all disciplines and the offline/online split) are treading water some gracefully as a summer swan, others a fresh unsure and rain drenched Cygnet. But better to float than sink in my opinion, and I always believe that in times of uncertainty we have opportunity, as change can breathe afresh in turned soil. Sometimes we need re-ploughing, when we risk growing in the same vein.
Ancoats Coffee, Guy Levine, Ditto Coffee, Craig Johnson.
A nice day was had yesterday in Manchester. A tram from Ashton for an afternoon coffee with Guy Levine, and a second with Craig Johnson.
It was a pleasant day indeed and a nice walk from New Islington Metrolink stop between Ashton to Rochdale Canals for Ancoats Coffee and Guy Levine.
I have known Guy for many years and we both enjoy our chats as to life and all that entails. Guy is an entrepreneur behind Return.co and Abe & Co. Let me tell you more.
Return is digital marketing agency that focuses on customer journey and how to achieve that. A business I have worked with for years.
Abe & Co is a speciality coffee roaster set up by Guy, that my wife and I buy coffee from. It is quality, unique, hard to find and beautiful coffee. And that reminds me that I need to get some coffee on order for Dukinfield.
I’ve caught up with Guy over the years chatting as to all sorts and sharing a love of cycling and Zwift (the male advertising mid-life crisis go to), plus Guy’s family and beliefs something he is so passionate about and to be admired for. Through thick and thin I have been able to stand on the shoulders of a giant, and I thank him for his support.
Next meeting involved a 15-20 minute walk through Ancoats into Piccadilly Gardens and down Portland Street to meet Craig Johnson outside Ditto Coffee on Oxford Street.
Craig is someone I again have known for a number of years and like Guy a good hearted, caring, confidential, and professional person. He always considers his staff and clients and looks after them. We have caught up many times over the years and have become friends, with the coffee catch up at Ditto a natter as to business, family, life and the rest. Highly enjoyable.
Another person I admire. A family man who cares for his wife and boys, and driven in business but proof that you don’t need to be horrible or an arse to achieve in this game.
Speaking of which Craig is currently CEO of Ultimedia in Manchester, and his knowledge of eCommerce and digital marketing is second to none.
I said a fond goodbye to Craig and made my way via Whitworth Street to Piccadilly for the Metrolink tram back to Ashton.
Finishing off with Big Trouble in Little China
Great Easter Sunday with a mixture of stuff, the house to myself and writing this post to a long overdue viewing of a classic film. Youngsters watch it. Watch it now! (And Escape from New York.)
This blog entry is light hearted and nothing to do with work, advertising, and consultancy. More designed for those bored enough to read what I get up to on an Easter Sunday when not yabbering on about found us.
So the day started well early, 5am I think and that was taking into account the clocks going forward an hour. Between then and 9am I got a heck of a lot done sorting things for Claire coming down tomorrow from Scotland. Then back to bed as shattered and still suffering from a cough for which I’m on antibiotics. Meanwhile as I slept Claire made her way from Mull to Oban.
I awoke and climbed out of bed.
Plan was to head to Denton to repair one of the shared bikes at ANEW, then transport Claire’s road bike back ready for heading to Scotland. The bike has been down here a while. All ready to go and the washed out feeling hit me again from the aftermath of the cold and the cough. Back to bed for what must have been a couple of hours. Mind you I did listen on Audible timer to 7 Habits of Highly Effective People, a highly recommended read and one that fits in with my belief system.
Got up and checked where Claire was on the campervan tracker. She was heading to Hamilton via the scenic route through Callander avoiding Easter Sunday traffic in the Trossachs and the Loch Lomond route.
Me? It was getting into Denton part 2, and this time I was ready. Whilst heading for the bus I listened to an absolute banger on Spotify - Sugar is Sweeter by CJ Bolland.
Got to Denton and said hello to the lads, made a brew, and proceeded to fix a punctured tyre with a new inner tube. Which proved to be hard as the tyre was very tight on the rim.
Task accomplished only to realise the front of said bike has a flat and needs new front brakes…. Claire’s bike had the front wheel removed and it was placed into a bike bag. Now, you are not allowed bikes on Stagecoach buses even in bags but I strode to the bus stop bike bag on shoulder and the kindly bus drivers let me on; important as I was pushed for time needing to get back for a kind lift from Mark to a meeting. On getting back I realised Claire’s bike had a puncture on the front tyre on the seam of the inner tube, so effectively knackered.
On arrival at the meeting and set up, the weather had dropped in temperature making it a tad nippy with a wind. But we had a good meeting nonetheless despite being thin on the ground over the Easter weekend. I took three photos of Christ Church in Ashton with its wonderful organ that was built 6 years before the death of Queen Victoria. And I received a lovely present in the form of a book of walks for Mull and Iona from my friend Debbie.
Returned home to home made stew and the delight of being able to watch Big Trouble in Little China. Legendary. And also replaced the inner tube on the front wheel of Claire’s bike. Oh, and have munched away on Lotus Biscoff chocolate biscuits. Ah……
Smile, because we can.
Smile because you can, and Varley and I did in order to goad the excellent David Edmundson-Bird. Why? Because he refuses to smile despite an excellent write up on ChatGPT.
Today involved a good couple of hours with a fav’ person in a fav’ convenient haunt. I travelled in today to Carluccio’s in Manchester Piccadilly for a personal and business chat with Mr Mark Varley, and useful it proved indeed. Carluccio’s is buried deep in my memory of meetings. Never too busy, good coffee, good food, friendly staff, and great when you cannot be arsed walking into the NQ, especially when it’s pissing it down.
It was a good meeting chatting as to consultancy, speaking events at Lancaster University, the industry, family, across to the elections in the UK and US. Connection is something that is so important to me. From a business perspective; yes, we all get that. But we also benefit spiritually and emotionally from meeting peers.
David Edmundson-Bird
There was connection. I shall explain. I noticed Mr E-B had written a cracker of an article on ChatGPT and of worthy reading. Prescient, knowledgeable, and explains the bleeding obvious impact on your SEO amongst other things. However I felt he ought to smile. He pointed out that smiling was weakness and the conversation deteriorated into black humoured banter thereof. So Mark and I thought we’d smile for him (and wind him up.)
Do read E-B’s article because it makes important points as to the conflict of AI, brand integrity, useability, and honesty.
Manchester, NQ, Peeps, Metrolink Ticket Collectors, The Rozzers, Ashton.
The always ever cheerful Richard Gregory
A good day was had in unexpected cold and the slight rain of the NQ in Manchester where I met three people I had not met in a while. Only one gets a photo mention as I forgot to snap the other two. But never mind. The journey home was livened up by people being nicked off trams at Piccadilly for ticket evasion. Life is never dull in Madchester. (Oh, and I had an enjoyable few minutes perusing Fred Aldous in the NQ for gift ideas; one of which were mugs covered in hand drawn willies or boobs - depending on today’s preference.)
Anyway I refrained from purchasing the porcelain of naughtiness and made my way back to Piccadilly for a tram to Ashton and more on that.
First meeting of the day was a well overdue and colourful bitch and stitch session with Danielle Bromley who I have known for a while and someone I rate on a par as a sales and commercially led person in the business. Not to mention she’s sane, which says a lot in this game. I would like to publically mention that her offspring, in my humble opinion, have the best Mum ever. Mind you she was rolling eyeballs at needing to take a phone call from school on behalf of a sick youngster that belongs to her. Danielle dealt admirably in the moment by saying she was in Manchester, could do nothing, and if she could not contact her mother then said child was the property of school for a few hours. Proper Mothering if you ask my opinion. No Snowflakes in that family!
Joining us for the second meeting was and is the lovely, serene Mick Style avec bobble hat and I wish I had taken a photo since I can confess to never having seen Mick in a bobble hat in town and it threw Danielle and myself if honest. We had a really good natter as to his cycling recently in Spain which certainly wet my whistle and also caught up on some interesting business ideas and contacts. It was good to see him looking so well. I am glad he is thriving outside of the big network agency scene.
Last but not least was lunch with Richard Gregory at Yard & Coop on Edge Street in the NQ. Clearly home of anything as long as it is chicken.
Mind you the food was very nice as was the long overdue chat with Richard. Business and personal stuff was discussed and I also talked Richard through my moving to the Isle of Mull in a few months, whilst he told me of NY bound plans for his 50th in two weeks, of which I was jealous. He was good, is a good guy, and was on good form.
On the way back I did take some random photos around Stephenson Square and Tariff Street; it has changed, a bit.
Metrolink Ticket Collectors and The Rozzers
I am not sure if it was a slow news day on the ticket collector enforcement front for the girls and boys of Metrolink, but by heck they were mob handed with the Police at Piccadilly this lunchtime, apprehending any poor soul failing to have bought a ticket. Identified, straight to the Police, novelty hand bracelets attached, then frog marched off in full public view. It was a somewhat dystopian moment, especially as I was listening to Fahrenheit 451 on Audible on my headphones. But suppose paying the fare is only fair? (Geddit?)
I now finish off this post in Ashton’s Costa Coffee in my best bib and tucker including a rather nice Bee shirt before I head home to relax, maybe have a nap - Richard welcome to the 50’s.
2 pictures and 2 different found us
It is a funny old world in my life at found us in terms of locations. I currently type from Costa Coffee in Ashton under Lyne, and Claire was on a walk in Tobermory earlier and sent a photo of the bay. I’ll be there for the Easter hols. Just thought it funny in terms of locations and the juxtaposition of the two images (Tosser use of big word alert.) It is funny how location can alter the business mentality I have, its reception, and how I approach things. For example, Tobermory and Mull lend themselves to calm, thoughtfulness, and a considered approach to life and business and a distinct lack of not chasing money.
Sunday 24th March 2024
Been tidying up the website and discovering some wobbly internal links (D- and must do better as official web master) and thought I’d write a brief entry.
Ashton town centre has been nice today and not crowded, in fact positively civilised. I suspect people are out enjoying the nice weather. Blue sky with fluffy clouds which make me smile as I think of the song Little Fluffy Clouds by The Orb. A legendary song by a legendary duo, and I groan as I now realise it was released in November 1990. Christ on a Bike that was 30 years ago and I was three months into my first year at the University of Lancaster.
I’ll have to head back to the house in Dukinfield for the simple reason I am starving and have food that will otherwise go to waste. But may grab another coffee en route, from Starbucks.
Slow day today in my being sedentary but have already got a lot done on the laptop.
Biz meetings and new business
Am out in Manchester next week if you fancy a catch up and am on the hunt for new business in the form of senior head hunting briefs and consultancy work. But not desperate. Quality not quantity and in the words of Basil Fawlty, no riff raff please.
“ Master the topic, the message, and the delivery.” — Steve Jobs, Co-Founder, Apple.
I deliberately dug this quote out of the bag, well that is a lie, I used Google to search for a good quote on writing content and chose this one out of three from the search results. One of the other quotes is below. Why content? Me being a smart ass? No. Because I am re-reading Fahrenheit 451. Well, listening on Audible if honest. I am lazy and that’s okay. And it is 4.27am on Saturday 23rd of March and I cannot sleep.
And what is Fahrenheit 451? It the temperature at which books burn.
For anyone who relishes or for that matter writes, consumes, uses, or has content play a part in their life this is a must read book. A testimony to the power of content and of how it can be controlled by the unscrupulous or more frighteningly the lost.
Job’s quote is double edged. I shall explain.
Good writing is important for conveying something that is important to you. That’s the substance of your content. Know you topic. What is it that burns you up? That’s important because it is the passion. Next, how do you say what you want to say? What’s your Prose? How is this consumed or interpreted by readers? Yet delivery in this day and age is vital and Job’s was a master of the last two elements. Topic? Computers and stuff. Bit dull if you ask me. He mastered the message and delivery.
Job’s quote can be viewed as sinister. If one thinks of content as this three step process then we have a very simple way in which content can be consumed to nefarious means. Set topic, message to to the masses, deliver en masse. Sound like Populism? You bet ya!
Books and what they contain have been outlawed and are burnt by Firemen
The crux of the novel (sans spoilers) is that books and thus content is outlawed to the masses and instead the Parlour or interactive technology as Bradbury describes it delivers defined content. Does this sound familiar? Society and its characters become devoid of emotion, of life itself.
This is my worry with books, and content, and all the SHIT that now appears on the Web and is so easily consumed via Jobs second and third elements from his quote; ease of message and delivery. I allude to social media, Apps etc. and it is worrying. The advertising community is helping dictate content via the search engines hence the term Search Engine Optimisation.
Here is another quote to elaborate on what I think.
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.– Leo Burnett.
It is the simplicity with which people can be convinced that have been leveraged by the advertising and of course Politicos. Simple (“They, Our”) media is messaging that is delivered via an easy to use and access channel(s). The message of a brand across to that of a political party and it’s theme. Hence the term “Their, Our” Media - the media of organisations or brands, and people can be brands. This is mass media in its purest form. You will and do consume what “We, They” have to say.
Hang on a minute you cry… You are writing for your blog and Pot, Kettle, Black. So WTF are you doing?
Peter Cobley’s thoughts
Neatly summed up via a paragraph from Wikipedia that summarises how Bradbury felt and I certainly feel.
“In later years, he described the book as a commentary on how mass media reduces interest in reading literature.[8] In a 1994 interview, Bradbury cited political correctness as an allegory for the censorship in the book, calling it "the real enemy these days" and labelling it as "thought control and freedom of speech control."[9]”
We are all seeing a challenge to freedom of speech, but this is phrase that has been worn out and become misunderstood in popular vernacular.
I do embrace the dissemination of content that the Web has allowed for and created; shifting control of media from “They” Media of the traditional Press/Media Barons to “My” media as created by me and others. Unfortunately two things have happened that warrant concern and need redressing before the balance shifts too much into dystopia and we have to fight a rear guard action.
Under the cover of “My Media”, my ability to create content, the big boys of business, politics have snuck in under the guise of how great the Internet and Web is and of benefit to all to peddle their shite. See Citizen Kane. And remember the phrase, “ A wolf in Sheep’s clothing.”
“My Media” of the newly empowered individual has taken a nose dive with a vast quantity of further shite appearing across digital media. You could argue I do the same and stop reading what I write. People have been influenced by the type of message and it’s delivery (remember the Job’s quote) and are aping what the big boys and girls do rather than be authentic and real and true. All content thus blends into one, including audio visual and becomes a societal pastiche with no originality. A far cry from the heritage that literature evolved from - fiction, biography, social commentary, parody. Think of Shakespeare or Thackeray for example.
Note that Press Barons of old (Citizen Kane was allegedly based on Hurst) have now morphed to the likes of Google or Facebook (Messaging carriers) allowing a Pandora’s Box of shite to hit the airwaves. There is no POLICING of this, but…
The concern of a Governmental policing takes us down a slippery slope of who decides what is correct content. Yikes. Best left to people to decide what is content that needs consuming. Been going on for years since Adam was a lad. What government needs to do is batter and kick the content carriers who in my opinion are facilitating the shite. In old money we need more virtual printing presses and need to expose Zuckerberg across to Musk for what they are, Wolves in Sheep’s clothing. The base utilisation of content to generate money. Police them by all means but allow for more carriers.
The bloody frightening addiction of online and digital
This goes hand in hand with what I have just written previously. Topic, Messaging, Delivery are clouded and become further clouded as we sign up to non-stop drivel via addictive technology and this worries me. Have a read of the Fahrenheit 451 and of how Bradbury blends technology into the book in the 1950’s and you’ll see how prescient he actually was, or fooking hell very true to later life.
Again from Wikipedia as I am being lazy.
“In writing the short novel Fahrenheit 451, I thought I was describing a world that might evolve in four or five decades. But only a few weeks ago, in Beverly Hills one night, a husband and wife passed me, walking their dog. I stood staring after them, absolutely stunned. The woman held in one hand a small cigarette-package-sized radio, its antenna quivering. From this sprang tiny copper wires which ended in a dainty cone plugged into her right ear. There she was, oblivious to man and dog, listening to far winds and whispers and soap-opera cries, sleep-walking, helped up and down curbs by a husband who might just as well not have been there. This was not fiction.[81]”
Where are we going as people, as society, as individuals?
This all worries me, as one who was almost lost himself.
We need to act before it is too late.
We need to read, to write, to read and write together, to stick two figures up at those who feel they can both dictate what is content and how it is delivered.
Do get out there and write or go and buy a ticket for an independent play or show.
Responsibilty
We all have a role to play in taking action and stopping this decline and decay into puerile content and more so those who peddle it, especially people like me who work in advertising. We do know better.
Consult, consult, consult. Erm, just help
Consulting can be a maze and all you can see is a wood and no trees. Trepidation, frustration, waste of money? A proverbial Gordian Knot. But brute force (graft) equates to action. Action slices through your knot whether client or consultant. Drop the BS Consultant. Client, what action is needed from outside source/stimulus?
Consult is a big work in big business and one that I use but also get fed up of. What is consulting? Snake oil? Pithy words easily sold? Pithy words easily taken and paid for? In fact a quick Buck?
Goyt Valley, Bredbury - March 2024
Sat here on a Thursday relaxing and thankfully getting rid of this dratted cold and cough. Stuff to do that includes volunteer work with OCD Action from 11am - 1pm. But I am allocating some time as to found us. Few e-mails to people and business contacts, rest as still drained, and some web work including this blog.
Consult, business “cuddle”, chat, or action?
I prefer action and always have done. To me I try not to dress up what I do when working with others, just deliver. If honest I was like others, the market, the advertising business as I would look to use big words and plans. I now call this polishing the turd and this is the proverbial advertising turd, and a turd that I no longer wish to polish.
With a bit of time, experience, personal illness, and getting more serene and tolerant with age I realise that my role is to act as one of a team, a pal, a friend, and someone who should look at speaking my truth, being honest, and focus more on the moment versus grandiose plans delivered as an armchair general.
This has had quite a huge impact in how I deal with clients and their businesses. The truth hurts is a very old adage but one I am now comfortable with.
So what is action?
Really straightforward and oft forgotten. It is about getting involved with detail way before applying anything, whether that be what you know or from a book, or a plan.
Money, money, money
I have always known that money and cashflow are the most immediate things that can scupper a business. And something that I look at daily with a business, just how much working cash do we have and what is the daily burn rate? I am not too bothered as to assets and liabilities as these are not per se immediate problems.
Looking at salary and rent are big ones. Salaries including expenses and rewards keeps people motivated and people work to live and not the other way around.
Paying suppliers is another huge one for me, morally and sensibly. There is nothing worse than waiting for a bill to be paid and this applies to our suppliers.
This gives me an immediate handle on cash and what we can do with it. Important in the service industry that is advertising.
(Assets and liabilities can be examined later, but one thing to note is that I always like a business with money aside for emergencies. Ideally I like a business to be able to trade for a quarter without issuing an invoice.)
Sales and Marketing
We then have selling the business, its people, and letting everyone know what you do and that they should engage with you. Simples?
We can be more simple.
WHATS - What are we selling, how do we make it, what area do we sell in, to whom do we sell it to, and what are out special features?
I always like to lift the bonnet and have a look at the engine. Is what we sell sellable? Is it what the market wants and needs, or are we flogging a dead horse? Questions that must tie into the “to whom” are we selling? Who are our clients, punters, people we like working with and what do they think of our service and product?
The rest of the acronym is self explanatory.
People, staff, colleagues
Always important to try to sit down with all members of staff, and that’s all staff and not just managerial. Information must flow from the ground up and not down. Takes time, but worth it. People and what they do are the bread and butter of the standard advertising firm. And how they do it is so damn important. It is all very well to say, “what’s the margin?” That’s a given. But are we honestly delivering good service, product, and value for money? Do our staff and clients have pleasure in what we do? Life is for living and seizing a moment. Past has gone, so don’t dwell on it or you are playing catch up in real time, and thus also jaundiced what is to come.
Plans, yawn, plans
Planning is important, very important, but don’t miss the wood for the trees. It is very easy to get wrapped up in planning and not to do anything.
My philosophy is to hit the ground running and figure it out afterwards. Information is important and its immediate acquisition allows for action, plans can sadly stifle this, and you need to be aware and this is why it is important to have communication with staff.
Oh and always keep your feet on the ground.
AND THAT ALSO MEANS ASKING FOR HELP. Giving advice means being humble enough to ask for help from staff and people you know. Some consultants can be aloof and arrogant. Don’t be, this is poor and leads to mistakes. No one person is infallible.
Meeting Peeps in the NQ and Ancoats
Today was a good day, despite having a horrid cold with hacking cough, as I ventured by tram from Ashton into central Manchester to catch up with three old advertising comrades for a natter over coffee. Very productive and well met with people I have known for years.
The first person was met at a prompt 9.30am, but in fact I was 10-15 minutes late due to underestimating the tram journey to see the very unique Mark Varley. We met at Foundation on Lever Street and it was interesting to see Manchester’s Northern Quarter still resembling a Costa Del Sol building site. The coffee was very strong, but nice, and drove some good nattering between a pair of individuals who started their careers together in London a few moons back.
In fact we are both so prehistoric that we can remember using dial up modems and the Mosaic Browser. And it was Mark who introduced me to a sh*t new search engine that had no content or advertising called Google.
It was interesting to hear that the advertising market is flat at the moment and will probably remain so until two elections happen. One here, one across the pond, and may the Lord have mercy on our souls.
Mark and I had a good chat over consulting, an area we work in and one we are looking to develop, both mulling over working together again. And we both are lucky to have straddled offline and online media and so can add a certain something when working with companies at senior level. And we’ve held a number of board positions previously and gained a lot of useful experience, not to mention having the privilege of working with some clever people.
Next was a quick walk into Ancoats to catch up with someone who can only be described as a character. This being Simon Wharton of PushON, the established eCommerce consultancy and a company I rate and well led by the front of house Simon. Interestingly it was good to catch up with him having recently referred a Shopify build from a large luxury car dealership brand.
It was nice of Simon when being photographed to pose with his legendary resting bitch face.
Simon kindly brought me up to speed with the eComm’ market including platforms such as Magento, and it was interesting to hear how PushOn does not just advise on eCommerce and tech, but has a razor sharp marketing team that specialises in eComm’ executions - certainly worth bearing in mind, and why I recommend PushOn.
We chatted as to family and friends in the beautiful Beehive Mill in Ancoats, before I moved onto the next meeting.
The next catch up was with the wonderful Heidi Kenyon-Smith at Another Heart to Feed on Hilton Street back in the Northern Quarter. I’ve known Heidi for a number of years and originally helped her move from client side to agency, and she has now moved back to client side as General Manager of the female brand Simply Be, where she excels.
We chatted family especially her two children, Betty and Ralph, and my heading up to the Isle of Mull to be with Claire later in the year. Heidi was clearly saddened at the number of redundancies at Dentsu where she worked previously; which in my opinion is so short sighted and will have extreme consequences for the UK business. Yet again, London always seems to know best about the regions when it comes to the advertising business and time will tell.
We only had an hour before I had to head to Piccadilly for a train for another meeting, spluttering with a cough as I went.
It was a good day. That’s it. A good day with nice genuine people.