I unearthed a book from 1970 about Hong Kong people. What a walk down memory lane, racial stereotypes and all. It’s fascinating to read the unapologetically sexist, romantic depictions of interracial relationships for example. And the photo portraits are divine; I’m curious to understand how a consumer would search for my friend’s deer tooth jewellery and do a little bit of SEO sleuthing. Google keyword planner shows me that the keyword string, “tooth jewelry” is more popular than any other relevant search term, so I type that into Google to see what search results come up. Much to my surprise (but not delight, that’s for sure), my search results reveal an utterly new category of “tooth jewelry,” diamond and gold studs inserted directly into the teeth, rather than, as I had expected, gold and silver jewelry of traditional configuration containing and showcasing teeth; the main takeaway from this exercise is that it pays to do some simple research to ensure that you’re naming and describing your products according to what people actually seek to buy (via Google search); I relay my bemusing experience at Aldeburgh Music to my good friend, Louise, who, thank god, lives in the country and she explains that, especially to older Brits, “marketing” can be a bad word. This is a key but, of course, somewhat dispiriting lesson from my trusted friend who, like me, is a gung-ho, crack marketing professional. I’m lucky to have a friend/tennis partner/confidante who can lend perspective to my new experiences, both good and bad, in the countryside. Like me, she’s Jewish, and sticks out like a sore thumb 🙂
Daily vlog diary: Actually, I know a ton about SEO; But I’m very ambivalent about digital marketing because numbers have usurped the rightful role of senior managers — and their hard-won decades of experience and wisdom; numbers must not, should not dominate decisionmaking, especially when it comes to creativity and entrepreneurial risk-taking; even the luxury industry is being subverted by accountants and statisticians; young people especially tend to put too much stock in numbers; Henry Ford would never have invented the automobile, only a faster horse and carriage, had he been looking at historic sell-through reports only; numbers are the single greatest headwind for creativity today; technology sucks: we feel endlessly busy; kids are so ahead of parents these days, especially my own son (praise god!); SEO is not about technocratic knowledge: it’s about time commitment; today’s SEO tools are so well designed that a monkey can optimize a website (well, not exactly… but close — if you use WordPress); no one steals American passports any more; I feel physically uncomfortable when making “nice”, pretty, happy content; just as well, since the last thing the world needs is more posts of girls saying, “look at my pretty dress”.