An unWhiz Bang List

Boredom hit when I was working on a post that took the form of a list of ways to do something. There are so many of those posts out there right now! I may go back and do the post later, but for today here are a few thoughts from listmind.

Here is a list of Internet marketing related list topics that we have all seen, and seen, and seen. Some have been done very well, or at least that is always my impression if I take the time to read and bookmark them. Preface each with “10 ways to,” or the grammatically correct like, if that rings your bell.

  1. Increase Traffic
  2. Get Links
  3. More Subscribers
  4. More Blog Comments
  5. Social Media – Digg Slapping, Traffic Baiting, Strategy & Begging…
  6. Somebody Done Somebody Wrong
  7. Make Money Blogging
  8. SEO Sucks & or SEO Tweaks and Tips
  9. “Boost” Anything – Clickthroughs, for the sake of pinning this down
  10. Lists of Other Lists

Are there a few list-style blog posts in this list of list themes that stick out in your mind as something to write home about, weeks or months after reading? Are the hours of skimming, bookmarking and exchanging comments worthwhile if the information was not either absorbed or remembered? No judgment call here. I’m just wondering.

Once you read them, where do they go?

One big change over the last few years has been that more bookmarks get tucked into some category or other of social media systems. There they are labeled with short comments, and there is often some sort of tally of how many have done the same. Without the in-depth threaded conversations of forums, cross fertilization of ideas suffers… but that’s another topic. What I meant to be getting around to saying is that social media systems are in themselves lists of lists, or lists of lists of lists, if you get my drift.

Personal Lists

After I made my list of search marketing type lists, I made a few personal lists. Here are the first ten things that bubbled to the surface the first time:

  1. Lose weight
  2. Get bifocals (Moan!)
  3. Get a new dentist
  4. De-clutter my home
  5. Make garden goodness
  6. Write
  7. Make Art
  8. Play with WordPress tweaks
  9. Connect with the local Quaker community
  10. Make money from sites about a few of my favorite things

My critical reaction:

  1. Non-specific items are not actionable
  2. Why haven’t I already done this?
  3. Some of these could or should go on the rest of my life
  4. Crum. How many lists can a list-maker hold in her head at once?
  5. There is no recreation on that list that has to do with other people.
  6. I thought I was writing about the Internet. Why didn’t web stuff come up until #8?
  7. #10 could make me very happy or eat me alive. LOL.
  8. How many of these can I use for web projects?
  9. I hate going to the dentist.
  10. I am satisfied with my progress on the weight loss thing.

Next, I made some lists that were meant to be an answer to each critical reaction. After about five I thought, “hot damn, there’s a lot of potential list-style blog posts in there.”

ROFLOL

Oh, the humanity.

One More List

I’m closing with a list of ten things I am looking forward to, in no particular order other than this is how they hit the page. This is not meant to be actionable or impressive. It’s just me, fulfilling today’s worth of a New Year’s Resolution to do something purposefully good for myself every day. I don’t even need to remember what’s here – “looking forward to” is a state of mind, not a to-do list. This is a set it and forget it smile.

  1. The writing class at Search Engine College
  2. Seeing my tulips bloom – they’re almost there
  3. Playing ever so industriously on Stumble
  4. Oranges. Mmmmm. Just bought a big bag of really good ones
  5. Moving forward on some of the interviews I have lined up
  6. WordPress tweaks
  7. Re-theming this site
  8. Weighing myself tomorrow morning – got a good feeling.
  9. Taking a walk tomorrow morning
  10. Making a nice, reachable to-do list for the next few days’ goals.

Listseek

Do you have favorite ways to make lists? Favorite posts from that first list of list topics? I’d love to hear about it.

Online Reviews: Flirtation Commerce?

A study from the University of Iowa’s Tippie College of Business may also describe some interesting relationships to romance, online auctions and purchases resulting from online product reviews. The study itself didn’t talk about Ebay, ecommerce or romance, but I’m going to suggest you look at in that light.

We found that once people commit to buying or consuming something, there’s a kind of wishful thinking that happens and they want to like what they’ve bought,” said assistant professor of marketing Dhananjay Nayakankuppam. “The less you know about a product, the easier it is to engage in wishful thinking. But the more information you have, the harder it is to kid yourself. This can be contrasted with what happens before taking any action when people are trying to be accurate and would prefer getting more information to less.

Blissfully Ignorant Shoppers Happier with Choices

If we’re hooked before we know too much, a sort of loyalty can kick in and we’re ready to try the thing, warts and all.

Researchers are assuming that for bigger ticket items, “such as cars or houses,” people would do more research, thus limiting the “Blissful Ignorance Effect.” Gotta wonder, though.

How many of us have fallen for cars and spouses before having the full picture? The first time I saw The Italian Job I fell in love with the idea of owning a Cooper Mini, never mind that I am nearly six feet tall – not an optimum match for a truly compact car. My loyal Cooper Mini infatuation persists. And I’m still tall. And still wondering how that other not-a-house thing didn’t work out.

Flirtation Commerce: An Ebay Effect?

Could the popularity of online reviews be partly due to the blissful ignorance effect?

Think about it.

Regardless of how complete and sensible a checklist a shopper starts with, they are still operating without the benefit of eye contact and vocal nuance. An online review is not the same as eye contact with a neighbor who has the product in their hands. Reality is veiled, as our minds fill in the blanks between product reviews. We like to hope.

Live help can feel more comprehensive, but is it? Unless there are microphones involved, in a live chat session the sales rep who says “Item X is my favorite item,” and means it sounds exactly like the sales rep who is going through the motions. Not hearing the sales rep may be a good thing: I’m not as interested in if they’re having a hard time at work as I am in romancing the possibility of the perfect-for-me purchase.

No matter how many reviews there are, there is a built in lack of depth: shoppers read just enough information to think that they have found a reasonable possibility of satisfaction – a bit like the speed dating I’ve seen on TV. Is this built-in Blissful Ignorance?

Does Blissful Ignorance breed blissful ignorance? Shoppers who go on to buy may do so via an online store, or online auction, or they may get into Mini Coopers and drive off to buy in a brick and mortar store, feeling like triumphant hunters. And some of them go on to write more reviews.

I’m dubbing this the Ebay effect. Give the potentially blissful a few pictures, a description, a high seller approval rating and a way to compete with others who are similarly bent on bliss, and set up the un-menacing uncertainty of an auction. We bid. We buy. We exchange hopefully positive reviews. We repeat.

And repeat we do.

  • The top of the top Ebay sellers have received over 200,000 customer “feedback” reviews.
  • Amazon’s top reviewer has written 15952 reviews.
  • The most popular author of all time on eopinions, dkozin, has 5,384,263 page views.

TMI Does Romance Wrong: Getting Around Information Aversion

TMI (Too Much Information) is, indeed, one of the reasons whatshisname whose subject line reads “Leave her satisfied every night” is not going to get an open or a return email from li’l ol moi. That’s an unfair example, because I’m already prejudiced against spam. Here’s another: though I am not predisposed against goodness and charity, I’m not the only one to speculate that cause marketing and other forms of saving the world could also trigger a reverse of blissful ignorance.

As Tom Belford of The Agitator states,

Does this mean you should avoid communicating with new donors?!

I think not. This same emotional need to feel justified with one’s choice probably explains why direct marketers find high success with very fast turn-arounds on up-sells and cross-sells.

Smart marketers, including fundraisers, move very quickly to assist new customers (and donors) in emotionally validating their first purchase/gift … with a second one!

The Blissful Ignorance Effect

How?

Imagine this: an image of starving mother and child, with the caption “Hope,” followed with details about how you can help and a “Donate” badge. The grimmer information comes later, after the hope.

Now imagine this: the same image, with the caption “They’re Dying,” followed with thesis-like details about how many died because you weren’t helping. The “Donate” badge and hopeful conclusion come later. The information is the same.

Which makes best use of just enough ignorance? The first, of course. Tempt me with hope and you have tempered my despair.

Flirt with me. Show me the good side, or give me a way to find it myself. I need to know it’s there so much that, in the absence of copy editing, you can give me product reviews and I’ll romance what I’m looking for all on my own.

Styling Wide, Widgetized Sidebars Part II

This tutorial will walk you through creating a single widgetized sidebar container filled with individually styled widgets that can span a wide sidebar or float to either side to create the appearance of columns.

An alternative strategy was covered in Part I.

There are two general approaches to styling a wide, widgetized sidebar: fill one dynamic_sidebar with individually styled widgets, or fill a sidebar container with several instances of dynamic_sidebar. Though perfectionists and geeky control freaks will appreciate the control of individually styled widgets, for pure speed and simplicity the multiple dynamic_sidebar path is hard to beat.

Styling Wide Widgetized Sidebars, Part I

  1. Step One: Choose a width
  2. Step Two: Add widget styling to functions.php
  3. Step Three: Define style declarations
  4. Step Four: Find and add widget style names

Step One: Choose a width

I recently scouted around for common wide sidebar widths and what fits into them and came up with a target of about 400 pixels wide. To my eye, 350 to 400px is a good width for a recent comments plugin that would get into a lot of little rows of text in a narrower column – see my sidebar for an example. Three of the popular 125px square ads and some padding will fit nicely into a 400px wide text widget. Or, a 400px wide sidebar could hold two 200px wide columns. Some popular widgets such as My Top Spots are 200px wide.

I’m assuming that you already have a wide sidebar to style. If not, the tutorial Wide Sidebar and Header for WordPress Default Theme should be helpful.

Step Two: Add widget styling to functions.php

This code in functions.php will allow for one instance of dynamic_sidebar. Where you see li id="%1$s" and class="widget %2$s", WordPress will automatically insert IDs and classes named after whatever widget is displayed. h2 class="widgettitle" inserts a single class, “widgettitle,” for the sidebar H2s used by WordPress’s Default theme. If your theme uses H3s or H4s or some other tag, you’ll need to replace the H2 in functions.php with what is true for your theme. To make use of those IDs and classes you’ll need to edit your stylesheet.

More background information about this code can be found in other tutorials listed at the end of this entry.

 
if ( function_exists('register_sidebar') )
  register_sidebar(array(

    'before_widget' => '
<li id="%1$s" class="widget %2$s">',
    'after_widget' => '</li>
 

',
    'before_title' => '
<h2 class="widgettitle">',
    'after_title' => '</h2>

 
',
  ));
 

Step Three: Define style declarations

Decide what shape you’d like for your sidebar parts, create some CSS declarations to match, and add them to your theme’s style sheet. A declaration is the width: 100% part of a CSS rule. You’ll add the selectors (IDs and classes) in Step Four. Here are some examples to help you get started. I’ve left off margins and padding because they will vary according to what else you have going on.

 
/* full width */

 {width: 100%;
   clear: both;}
 
/* left column */
 {width: 49%;
   float: left;
   clear: left;}

 
/* right column */
 {width: 49%;
   float: right;
   clear: right;}

 

Step Four: Find and add widget style names

Go to Presentation > Widgets in your WordPress dashboard and drag the widgets you want into your sidebar, in the order in which you want them to appear. Depending on how floats and clears line up, for the most part the order will be from left to right, from top to bottom.

Next, take a look at the source code of the generated page and make note of the IDs and classes created around your widgets. Try using FireFox with the Web Developer Toolbar to quickly find them. I like to edit my CSS using CSS > Edit CSS from the Web Developer Toolbar, while using Outline > Outline Current Element to quickly find the names of classes and IDs created around each widget.

You’ll see that in many cases there are separate selectors for different items within a widget. You may not need to use all the various classes and IDs provided.

In addition to the outer ID there is often an inner wrap. The inner lines can usually be styled with something like #inner_id ul li. Take a look at a facsimile of some code generated by the get recent comments widget.

 
<li id="get-recent-comments" class="widget widget_get_recent_comments">
<h2 class="widgettitle">Recent Comments</h2>
<div id="get_recent_comments_wrap">
<ul>

<li>
<a href="http://url-here/postname/#comment-100" title="Post Title, Date">Commenter Name</a>: Comment text...</li>
<li>
<a href="http://url-here/postname/#comment-101" title="Post Title, Date">Commenter Name</a>: Comment text...</li>
</ul>

</div>
</li>
 

When I styled my sidebar, I started by adding the outer ID to whatever declaration made sense from step 3 above. Then, I created a separate rule for the inner ID. For example, look what I did with the recent comments widget:

 
/* full width */
#get-recent-comments {
   width: 100%;
   clear: both;}

 
#get_recent_comments_wrap ul li {
   list-style-image: url("http://ablereach.com/images/triangle.gif");
   margin-left: 20px;}

 

Go through each active widget and add IDs and classes to your stylesheet as needed.

Here are a few examples of the IDs and classes associated with some popular widgets. Every widget is a little different, and there are a lot of widgets and plugins out there, so for accuracy I recommend that you check the source code yourself.

  • Categories
    li id="categories-1" class="widget widget_categories"
    A second instance of Categories would be called categories-2.
  • Pages

    Outer: li id="pages" class="widget widget_pages"
    Inner: ul li class="page_item page-item-2

  • Text Box
    Outer: li id="text-1" class="widget widget_text"
    Inner: div class="textwidget"
    A second instance of Text Box would be called text-2
  • Recent Posts
    li id="recent-posts" class="widget widget_recent_entries"

More on functions.php or widening Kubrick

Fat Hair Challenge

On February 8th I challenged each of the participants of SEOs Fight Fat to sell a new display ad by February 14th.

If each of the eleven SEOs at SEOs Fight Fat sell a new display ad by February 14th, I’ll dye my hair pink.

To be fair, Valentine’s Day is only six days away. If they want a re-match, I’ll go green for three new ads each by St. Patrick’s Day – March 17th. Do both and I’ll do both.

Going Pink

Today I am re-stating and broadening that challenge. A display ad is $500, and there are eleven fat fighters. $1,500 per fat fighter would result in a total of $16,500 in pledges.

My new and improved challenge is for a total of $16,500 pledged after my original challenge on February 8th, including Friends of SEOs Fight Fat pledges of $20 or more.

I’m also extending it past St. Patrick’s Day, to the end of SEOs Fight Fat, but I’m picking the color. Go over $16,500 in total pledges and I’ll be your hair slave and take votes on the color. Hey, I’m flexible.

I challenge all of the fat fighters and anyone in their communities to do the same.

Donna Fontenot, will you go purple for the cause?
Jennifer Laycock, have you ever considered a nice grassy green?

Get Silly and Serious

Fat fighters, how many people in your church or school or online community would plunk down $20 or more for a chance to see you get out the hair dye, if it was for a good cause? And, don’t let not being one of the official eleven stop you: take up my challenge.

While you’re at it, challenge other communities in and out of Search. Hit up anyone connected to any of the products and industries mentioned on SEOs Fight Fat. Do you happen to know a marketing rep for Lean Cuisine? Anyone involved in making or marketing weetabix? Someone who has a gym?

Eleven fat fighters are playing for eleven nonprofits. How many supporters of those kinds of nonprofits would get out the hair dye for $16,500 in pledges for a good cause? If you read this and imagined seeing a twinkle in their eyes, that’s a sign that you may have an “in” for a donation to SEOs Fight Fat.

Think Of The Benefits

$16,500 can do a lot for a nonprofit. A LOT. A lot that is nothing short of priceless. Life-changing.

[Inserting a moment of silence to let that sink in.]

I have more to say (as usual!) but time marches on and I want this post to go out today.

What Is SEOs Fight Fat?

Are you wondering what in the world I’m going on about? This is the skinny on SEOs Fight Fat.

During the two month period between February 1, 2008 and March 31, 2008, each SEO will attempt to lose weight using whatever methods he or she thinks is best. On March 31st, the woman who has lost the most weight (based on a percentage of weight loss) and the man who has lost the most weight (again based on percentage) will be in a finalist face-off. On April 1st, all of you will vote and choose the winner of the challenge from those two finalists. The final winner’s charity will receive all of the sponsorship pledge funds.

About SEOs Fight Fat

Side Note On My Personal Poundage

When I started “sympathy dieting” at the start of February I weighed in at 200 lbs. By the time I stopped working on the Holy Grail thang I was solidly at 209. The fantasy journey part of me has a special vulnerability to going into a sugar coma. She had to be stopped. I live to play (with my food) as much as the next person, but I’ve got to say that the LOLcat thang was much less fattening and much more healthy. ;-)

Hear ye, hear ye, I am now a slightly more svelte 198 lbs. W00t.

This will be the first Easter in memory that yours truly attempts to forgo partaking of those chocolate covered malted milk balls shaped like eggs, or Cadbury Caramel eggs, or…

…pardon me. I have spinach to savor and a challenge to post.