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    Tuesday, April 7, 2020

    Marketplace Tuesday! (April 07, 2020) Entrepreneur

    Marketplace Tuesday! (April 07, 2020) Entrepreneur


    Marketplace Tuesday! (April 07, 2020)

    Posted: 07 Apr 2020 06:09 AM PDT

    Please use this thread to post any Jobs that you're looking to fill (including interns), or services you're looking to render to other members.

    We do this to not overflow the subreddit with personal offerings (such logo design, SEO, etc) so please try to limit the offerings to this weekly thread.

    Since this thread can fill up quickly, consider sorting the comments by "new" (instead of "best" or "top") to see the newest posts.

    submitted by /u/AutoModerator
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    A conversation I had with a landlord on a commercial property

    Posted: 07 Apr 2020 04:16 AM PDT

    My cousins wife recently opened a hair salon about 6 months ago and signed a commercial lease with a landlord. With it being such a new business it basically had no financial cushion to deal with the fact that they have been shut down due to COVID19.

    She pays $6,500 a month in rent...which if she's opening and have paying customers is perfectly fine...but she's not open and she can't afford to pay the rent, pay her mortgage, and feed her family with basically no income and her landlord has been a real pain in the ass with her demanding rent. So she asked me if I could help as she felt like I could clear the air.

    For the sake of this conversation lets call this business "Mrs. Hair LLC" and name will be "Mrs. CW (Cousins Wife)

    So we arranged a meeting with the landlord and his lawyer. We sat down and the lawyer basically said that they would be demanding rent and if its not paid by the 7th they will begin eviction proceedings and sue for damages.

    My poor cousins wife was distraught and upset that her dream could go up in flame. So I took lead and I asked "Who are you going sue"

    To which the landlord said "Mrs. CW" and I said "Who signed the lease?" to which the landlord said "Mrs. CW" and I said "no, what does the lease say"

    We pulled out the lease, the lease was signed by "Mrs. Hair LLC"

    I said "You will be suing Mrs. Hair LLC, which really what is the business worth right now?" the landlord stumped and I go "its a hair salon, what kind of assets that are of value do you think you can extract from a hair salon that's barely existed 6 months? How much do you think shampoo is worth?"

    To which the landlord (the lawyer was staying pretty quite) said "He could still sue" I said "You can, question, how long was this property vacant before Mrs. Hair LLC signed the lease?"

    Landlord said 7 months

    I said "ok, and how many free months of rent did you give Mrs. Hair LLC?" and the landlord said "2" and I said "Ok, the situation is crappy for everyone, Mrs. Hair LLC isn't able to operate her business, therefore she can pay her rent which is money that I'm sure you were counting on to pay whatever it is that you need to pay...but let me ask you then essentially before Mrs. Hair LLC moved in you made no money on this property for nearly 9 months right?"

    Landlord goes admits I was right

    "Our economy is driving straight off a cliff, what are the chances if you decide to evict Mrs. Hair LLC and sue Mrs. Hair LLC for breach of contract or whatever it is your going call it that this property could take twice as long to find another tenant considering the economy will be in shambles? You also have to ask yourself after this virus situation improves...will you be able to get someone to pay $6,500? Or maybe $6,000 or $5,500? On top of that you sue Mrs. Hair LLC and come to discover the LLC essentially has no assets for you to collect on so even after you win you don't have the ability to collect on or maybe we can come up with a different plan."

    His lawyer pointed out that I was right, that he could only sue the company and that chances are he'd easily win however its unlikely he'd ever be able to collect anything worth of value from it. So the landlord said fine what did you propose.

    Now in this case it was a 5 yr lease at $6,500 a month for a net contract value of $390,000.

    Mrs. Hair LLC will write them a $2,000 check as an "upkeep fee" and no rent will be due for the next 4 months. If in 4 months the situation does that improve we will sit down again and discuss what should be done...if business improves then the $24,000 in lost rent will be added onto the additional 50 months of rent for an additional $480 a month. So after the 4 months her rent would go up to $6,980. At the end of the day he walks away with the same revenue, and maintained a client in the property and kept his cash flow going.

    We negotiated a bit, and agreed on a $3,500 upkeep fee, $1,500 would be a "late fee" and not applied against due rent.

    They walked out of the room (the landlord and lawyer) and discussed whatever they discussed and came back in and they agreed to the terms, and that his lawyer would draft up a document to be signed. I told the lawyer I'd like him to send the document to my lawyer for review who already has a copy of the lease and is familiar with the situation to review and if everything is fair and square she'll sign it and pay them the $3,500 upkeep fee.

    I'm happy to report agreements have been signed, parties have been paid, and my cousins wife has a bit of breathing room.

    I share this story to encourage all you business owners to work with your landlords, creditors, and vendors who you owe money too. The fact is this sucks for everyone. But at the end of the day if we work together we will come out of this better then if we just fight each other tooth and nail.

    My cousin gave the landlord some free money, but she got a reprieve on rent and hopefully 4 months is long enough for her business to open back up and for her to get the cash flow going again. I hope that $3,500 is enough to keep the landlord above water...or at least slow the sinking of his ship.

    submitted by /u/MRAsphaltMan
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    COVID Good News - A fast turnaround case study

    Posted: 07 Apr 2020 08:19 AM PDT

    At the beginning of March, I became obsessed with reading COVID-19 news stories. Sitting at home all day, it was easy to scroll through Twitter and other news platforms, endlessly ingesting a torrent of bad news. I quickly noticed that my mental health was taking a turn for the worse and yet, I found it difficult to stop reading the news.

    At the same time, new leads at my two web development businesses quickly dried up, leaving me with a lot of free time on my hand. While I've spent most of it dedicated to working on new marketing initiatives that have been on the back burner, there is only so much marketing that one can do.

    With a significant amount of free time on my hand, I decided to kill two birds with one stone and COVID Good News was born. COVID Good News is a news aggregator with a simple mission. We share good news stories focusing on the people who are helping the world through this crisis and the science that points a way forward.

    The site idea was conceived last Friday and it launched today. The site was put together with low cost in mind as it clearly has a limited shelf life and will be difficult to monetize. It took one developer about 6-8 hours to edit the default WordPress theme to create a) a workable frontend and b) a backend that allows for stories to be easily added.

    The site is curated using articles from multiple RSS feeds (I'm using Feedly) so there is some additional daily work that is required. At the moment, I am performing it as I want to get a handle on what the task looks like before I consider outsourcing it to a VA. Furthermore, it definitely helps with my own anxiety to read some good news.

    When a post is added to the site, it is shared to Facebook and Twitter automatically using a combination of the site's own RSS feed and dlvr.it, a low cost social media sharing tool that I only recently discovered and has worked flawlessly so far.

    The marketing challenge

    The site launched today and I am now in the marketing phase as I try to get more eyeballs on the site and hopefully gain some viral momentum. Having worked on many small projects with a similar scope, I realize it's going to be an uphill battle.

    Here is my plan. If you have any additional marketing ideas, I am happy to listen.

    • Submit to Product Hunt
    • Share on Facebook and get a select group of friends to re-share immediately with the goal of getting a mini-viral push
    • Pitch a short story about the site to light news sites like Buzzfeed and Huffington Post
    • Send cold emails to journalists from major newspapers (without a direct pitch). The goal is for one of them to want to cover the site or simply share it on their social accounts.
    • Create a Tanks Good News equivalent IG account. This will be tricky as I would need to turn each story into its own image.
    submitted by /u/zacktoronto
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    The Dangers of Idolising Successful People

    Posted: 06 Apr 2020 10:14 PM PDT

    Many of us have lost clients as well as workers. Maybe we can use this thread to help each other out.

    Posted: 07 Apr 2020 01:52 PM PDT

    Hey everyone, copywriter and content strategist here. Recently lost a couple of retainers due to COVID-19 but at the same time gained a few clients as well because their writers couldn't work anymore.

    I realized there are hundreds if not thousands of people in the same boat as you and me and we have a massive resource right here in the form of this subreddit. Well, let's use it.

    If you have any skills that you think might be of use to someone else, please leave your contact information below. If you're a business looking for some help, please do the same as well.

    And if you need any form of writing, editing, and strategy work done from someone with strong marketing skills, feel free to reach out to me. Here's my portfolio - https://thewriterman.com/

    These are tough and very unusual times but we can certainly mitigate the damages by working together.

    Thanks for reading and stay safe out there everyone!

    submitted by /u/The-Writer-Man
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    Looking to hire web developers for a business idea

    Posted: 07 Apr 2020 01:51 PM PDT

    Hello! I hope you are all doing well in these weird times.

    I recently had an idea for a little business, but I have very very limited coding experience to the point that I would not be able to create any of the features I wanted for it, and would like to find some good services I can use or if anyone here can help me with getting a quote. I have looked online for such services and found several questionable reviews for the ones I looked into, so I would like to know if anyone had good experiences with these types of "developers for hire".

    I am a college student and don't have a lot of money, but I know this is an area that I should not cheap out in, and I'd want a developer that understands what I want, so I would be willing to spend a couple thousand dollars, or more if need be. I just need to know more or less how much something like this can cost, as I really have no idea.

    So the idea is basically a website that links gamers together based on the games they play and some other factor that I would like to keep private until I have someone who can help me. I have some other ideas for it, but this is the main thing and everything would be built around that.

    I am pretty new to this, so I really don't know how much of my idea I should write publicly. Not that it will be a billion dollar company or anything, but I don't feel very comfortable giving everything away.

    submitted by /u/Confused_Midget
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    Help: Businesses to Start with ~$15k in a Recession

    Posted: 07 Apr 2020 01:31 PM PDT

    Hey folks. I'm in a pickle, as I'm sure 99% of you are.

    Cutting to the chase: I'm a recently laid off SaaS (software) salesman. Job prospects are "meh" at best, but I hated having a boss anyway.

    I have $28k in my savings account, of which $13k is set aside for an emergency fund. My mortgage is covered by renters, so my current expenses equal about $1,300/mo and are draining me fast. I'm not naive to the fact that my renters could disappear at any time, so I'm exercising caution and time is certainly of the essence.

    I'm looking for creative ideas to start a business with little overhead, that can survive or even thrive in a recession.

    Skills: Sales, commercial/residential pool maintenance (rusty, but I have years of experience with it), and customer service. I consider myself a halfway decent writer, but these days...who doesn't?

    Passions: cooking, reading, and my dog.

    I gave specifics about myself in case it sparks a creative solution, but I want this thread to help anyone it can so don't hold back with your ideas!

    submitted by /u/personaldistance
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    Is it morally shallow to have an ambition of becoming a billionaire? Did any actual billionaires had this ambition of hitting a number?

    Posted: 07 Apr 2020 10:12 AM PDT

    Is it really like work smart & hard and money will follow Or business people has a target of making 1mil..10 mil.. and on..?

    submitted by /u/surrendipity
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    How I got 8,000 subscribers for free

    Posted: 06 Apr 2020 05:14 PM PDT

    Here's how I got 8,000 subscribers without spending money on ads, using industry contacts, or promoting to an existing audience.

    https://youtu.be/zbVI97mKofM

    I started entirely from scratch, completely unknown in my niche.

    But something you should know if you're just starting out...

    While some niches are mainstream, they have much larger potential audience sizes than others.

    It's important to remember, if you're not growing as quickly as you'd like to, some niches just don't have millions and millions of people in them (and that's ok).

    Everything is relative.

    For example, the biggest names in marketing have a million or so subscribers, while the biggest name in gaming has a hundred million.

    But growing an audience doesn't happen overnight.

    So don't become discouraged.

    Everyone starts at zero.

    And this approach works for any content format, on any platform, in any niche.

    What I did:

    1. Consistent publishing schedule

    I did 90 days - publishing one piece of content every day for 90 days.

    This helped me get build confidence as a content creator (and I forgot to mention this in the video) but it also produced data that told me what my viewers liked.

    Then I dropped the frequency down to 3 times a week.

    1. Keyword research

    Avoiding short tail keywords - key phrases that have 1 or 2 words.

    Instead I went for long tail keywords - key phrases that have at least 3 words.

    This is because with long tail keywords there's less competition and they are easier to rank for.

    Hope this helps someone, happy to answer any questions.

    submitted by /u/mickmeaney
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    Have you used influencer marketing? I'm paying for survey responses ($10 PayPal)

    Posted: 07 Apr 2020 08:10 AM PDT

    I'm looking for 100 respondents who have used or still use influencer marketing for their solopreneur project, small or growing company.

    It's not a very long survey, so thoughtful responses would be appreciated. For transparency here's the list of questions so you know what to expect: https://forms.gle/RLUwz6rfULF7bqTt9 (Please don't complete this survey, this is just to show you the questions)

    It would be great if once you've done the survey and received the payment you could comment below so others know that it's legitimate and I'm not wasting your time!

    If you're interested please PM me your LinkedIn profile (so I can see job title & company), and I'll respond with the actual survey link.

    A $10 payment will be made within 24 hours to the PayPal address provided in the survey!

    Results of the survey will not be published anywhere.

    Thank you so much in advance to anyone who can take part.

    EDIT: Some people have just filled in the survey linked above. Please do not do that as I asked above..! PM me your LinkedIn profile as we need to check that your experience is relevant before we ask you to complete the survey. You will then be sent a different survey link.

    submitted by /u/oacoleshill
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    Tax implications of selling an LLC?

    Posted: 07 Apr 2020 02:28 PM PDT

    I'm trying to get a full handle on the tax implications of selling an LLC. it's a software company and the only asset is the code. I've reached out to some tax advisors for formal advice, but I'm just trying to understand the broad strokes so i can go into that meeting better informed. Can anyone explain? Thanks!

    submitted by /u/Gee10
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    Looking to network and grow

    Posted: 07 Apr 2020 01:38 PM PDT

    I run a web development company based in India. It's been 2 years since we started. Almost all of our clients are small and local businesses and a couple of startup applications.

    I started this company so that this will serve as a one stop solution for any business or start up by giving them all round services like app development, design, marketing and maintenance. But we soon fell into survival mode and then into a financial crisis within first one year because of a bad couple of months.

    I think we're stuck with the local businesses and clients who not only pays very less, but also try to skip the payments altogether. I'm also worried that we'll never reach the full potential of our company and I'm actively looking for clients that are outside of my country to fish gain better experience for my business.

    Anyone who can help me in this direction, either by helping me get more business or guiding me in this pursuit please DM me.

    submitted by /u/ParadoxicalGlutton
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    Can any one give me free entrepreneurs email list? [help]

    Posted: 07 Apr 2020 01:17 PM PDT

    I want email list for entrepreneurs and influencer Can any one help

    submitted by /u/anaszewail
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    How COVID-19 Is Changing Y Combinator Startups

    Posted: 07 Apr 2020 09:19 AM PDT

    So I have an idea. Now where do I begin?

    Posted: 07 Apr 2020 12:44 PM PDT

    I just thought of a creative way to help others. I can do it via a website. But I first need some form of investment/funding to get it going. I would also need to hire a web designer to get the exact kind of website I need to fulfill my plans. I've already designed a website in the past using a webhosting site, but it took forever and wasn't anywhere near perfect. The quality of the site would have to be top notch, but not overly professional to where it would cost thousands. Where exactly do I begin? Could I fund it through some form of crowdfunding or is it easier to try to find an angel investor?

    submitted by /u/SubatomicG
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    ME ON TH GARY V SHOW

    Posted: 07 Apr 2020 12:44 PM PDT

    Looking to help small business owner who need help with website.

    Posted: 07 Apr 2020 12:34 PM PDT

    During this hard times, if someone wants help building website. Let me know. I can help design and host your website for just $150.

    submitted by /u/rijz
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    Advice for selling all my inventory

    Posted: 07 Apr 2020 12:32 PM PDT

    A few years ago, I became a parent and decided to open an Ebay account to sell clothing merchandise as a supplementary income. It's been a slow going, but during this period, I was working full time so I didn't mind the limited Ebay activity. However, due to the recent event, I lost my job and filed for unemployment. While I wait for the assistance, my savings are low. I want to avoid creating a go fund me account as I feel the donation should be contributed to those going through tougher times.

    Instead, as I have inventory to sell, I will like sell the items at any reasonable price, and give away some of the other items, to someone who has the skill to can create face mask. So Redditors, any advice, any ideas? Excuse my crappy writing skills and thanks.

    submitted by /u/collet01
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    Education technology market research survey (<2 mins)

    Posted: 07 Apr 2020 11:59 AM PDT

    Hi everyone,

    My collaborator and I are doing market research to assess the value of a potential edtech product. We are interested in understanding your attitudes, experiences, and interests relating to speaking a new language, joining other language learning communities, and building camaraderie in the workplace.

    https://forms.gle/ugrnidSVXjk7G3FYA

    The survey should take less than 2 minutes to complete. Thank you so much for your time.

    submitted by /u/datalang
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    Customer Discovery in the time of COVID

    Posted: 07 Apr 2020 11:40 AM PDT

    Steve Blank wrote an excellent blog post on the changing methods on customer discovery: https://steveblank.com/2020/04/07/customer-discovery-in-the-time-of-the-covid-19-virus/

    submitted by /u/divescribe
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    Will WeWork go bankrupt and so should I stop paying my lease?

    Posted: 07 Apr 2020 07:32 AM PDT

    I have not been able to go to my WeWork office for a month and I don't anticipate being able to for several months. Should I simply stop payment?

    submitted by /u/patrotor20
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    A list of personal traits I try to embed into myself

    Posted: 07 Apr 2020 01:28 AM PDT

    I used to suffer from severe mental health issues whilst building my company. It was hell on Earth, to me. I used to watch people and think why are they like that and I am like this. Then I realised, it is literally just the thoughts in our heads. So I started a journey of re-wiring my mind and displacing the negative thoughts with healthy ones. It has taken 12-16 months maybe. I began to do a lot of reading and was very aware of people, noting down traits and things I felt would benefit me as an individual. Below is that list, I hope it of use:

    • Hard work doesn't pay off, smart work does
    • Let go of the demons inside your head
    • Speak wisely
    • First thing before you do anything: relax
    • Whatever I face I can handle it, I have come this far
    • Displace your anxiety with courage
    • Whether you think you can or you think you can't you're right
    • It's going to be a great day
    • Every day is a gift
    • We are but animals (don't take yourself too seriously or push yourself too hard)
    • Do not plan things too close together as you'll do both things worse
    • It is not fighting, it is making a deal
    • Be nicer to people
    • No matter your shame, gather your strength
    • Do not overshare
    • Rage is the enemy of logic
    • Do not give false hope
    • Decide what needs to be done, do just that
    • Be in a professional mindset
    • Approach professionally at all times
    • You choose the rate you work
    • You are your own boss
    • You choose the levels of pressure
    • Care for the team so they care for you
    • Be humble but firm
    • Be calm and considered
    • Take your time
    • Pause and think before reacting
    • Evaluate lessons from all failings, realism is a must
    • Is the fight worth picking?
    • Utilizing your time with highest value tasks
    • Keep it simple
    • People do not like too many options
    • Don't start your day with broken pieces of a yesterday
    • Iteration is evolution
    • Don't tell people how to do everything, tell them what needs doing and let them surprise you
    • A tiger hunts best when hungry. Stay hungry.
    • Man who moves a mountain begins by moving small stones
    • Say less that means more
    • Do what you believe to be right, even if every other person in the rooms thinks you're wrong
    • Deliver more meaningful messages, rather than impulsive ones
    • Someone may beat me, but they will have to make me bleed to do it
    • We bestow on ourselves our own dignity
    • No real destination, the act itself is the destination
    • You cannot travel the path unless you become the path yourself
    • You cannot be enlightened without enlightening yourself
    • Create visual plans to make tasks seem smaller to see progress faster
    • The cowards never start, the weak die along the way, only the strong survive
    • Always going to be problems, just keep dancing
    • It is not doing what you are told that is impressive, it is doing what you are not told that adds value which is
    • Fogg behaviour model: trigger, ability to act, motivation to act

    Edit: Dislcaimer: The list is personal to me, I don't expect each one to make sense to everyone. If just a few make sense and help people, that's all I hoped for.

    submitted by /u/Twelvety
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    Covid-19 And Human (Ir)Rationality — PART 1

    Posted: 07 Apr 2020 03:05 AM PDT

    With COVID being the topic that dominates our media, it's pretty hard to get away from.

    While I'm not particularly interested in pandemics, I do find it an interesting and unique opportunity to observe human behavior. (As I imagine most of us marketers here do as well.)

    There are a few things I'd like to discuss in this essay:

    I've decided to split it up into multiple parts instead, so today we'll just examine point i.

    i. Behavioral Psychology

    COVID is a perfect example of why technological innovation is not enough. With no vaccine available yet, how do you get experts to share their knowledge in a way such that it actually gets absorbed? How can we combat laid-back governmental approaches? Why are certain governments laid-back to begin with? How can we influence human behavior such that people self-isolate, wash their hands, and generally help decrease the rate at which COVID spreads?

    ii. Hoarding and Scalping

    A subset of people have started hoarding and scalping basic supplies. Why? And what are the ethics of price gouging? Should this be regulated (conservative) or would this be better solved by free markets (liberal)? Are such people balancing market inefficiencies or creating them? Can we create worse situations with good intentions?

    iii. Injecting Randomness

    It's safe to say that a lot of people's routines have been turned upside down. Companies being forced to do remote. People's automated routines being disrupted. Could there be a strange upside here, or not?

    i. BEHAVIORAL PSYCHOLOGY

    There are many technological problems. Before you can influence people you should know toward what end. What are you trying to accomplish? What is the truth?

    Science can answer these questions. What's the basic reproduction rate? How should we judge risk? Why does it spread? What measures are effective?

    But while creatives are well aware that they lack the tools to do the job of scientists, there's often an unconscious assumption that that line of reasoning need not travel in the opposite direction. And as it is with all things, the less you know, the easier it is to fall into the Dunning-Kruger trap.

    So you see smart people trying to influence behavior with stats, graphs, and complex lexicon. But because we're all capable of understanding English as opposed to mathematics, there's a tendency to overestimate the complexity of math (due to intimidation of strange symbols) and to underestimate the complexity of influencing behavior (because we all speak English). I.e. It's tempting to think, ex post facto, that it's easy to run through the maze after you've been guided through it.

    This is a fascinating bias I call tool bias (if it has an official name, let me know), which ties the complexity of the tool to the perception of difficulty. Math can appear complex even when the application is very simple. Influencing behavior can appear simple even when the application is very complex. This phenomenon occurs in comedy as well. It's easy to underestimate how difficult it is to create a good set because the tools (language) are simple, so while you laugh you think, I could do this easily.

    So how do you get experts to communicate their knowledge effectively? Answer: you don't. While this job needs to get done, the person who does it is relatively fungible. I.e. Structural integrity tests need to be run at SpaceX but it need not be Elon who runs them.

    When scientists have figured out part of the puzzle, it needs to get passed onto the creative department if you will, just like you'd do with a brief for an ad agency.

    WHEN RATIONALITY KILLS PEOPLE AND IRRATIONALITY SAVES THEM

    Hundreds of thousands of years have selected for humans that are best adapted to the environments such that they pass on their genes. One trait of past environments was risk. Risk of being eaten. Risk of starving. Risk of getting killed. Risk of an accident which results in you killing yourself, and so on.

    So it makes sense that from an evolutionary perspective, humans that were best able to reduce individual risk had a higher chance of passing on their genes.

    This creates biases in us where we fear spiders more than we fear doctors with messy handwriting. Even though messy handwriting which causes patients to receive the wrong dosage or incorrect medicine has an astronomically higher probability of killing you than a spider does (Sokol & Hettige, 2006; see also Ennik, 1980).

    And then there's systemic risk (Taleb & Norman, 2020). Behavior that's pretty safe for an individual can be highly risky for the collective.

    Younglings who've read How Our Physics Envy Results In False Confidence In Our Organizations might recognize the similarities with ergodicity economics; analyzing a system using an ensemble perspective need not equal an analysis using a time perspective. So a decision can be both good and bad depending on whether you look at it from the POV of the collective or the individual.

    When individual risk is low but systemic risk is a risk to all, it'll still feel rational to act in a conservative way. But that would maximize the rate (R0) at which COVID spreads if adopted by all, which would optimize harm done at the systemic level (Ecdc, 2020).

    Healthcare gets overloaded if the people that would get sick get sick at the same time. Non-related emergencies might not be treated due to a lack of resources. Doctors might need to choose between patients. More doctors and healthcare staff might get sick due to a scarcity of masks and other materials (which decreases the number of patients that can be treated). And if the maximum number of people are infected, the number of people that get sick is higher than if fewer people get infected by using social distancing. After 14 days in quarantine and not getting sick, the probability that you'll infect someone is low. If you do get sick, then the probability that you'll infect others after about 10 days of showing symptoms, is also low. There also might be second-order risks such as hoarding, scalping, riots and such.

    Acting rationally will harm others initially, and then it'll harm you as well. So the right course of action is to act irrationally; to 'overreact/panic' at the individual level to minimize systemic risk.

    In essence, this is a technical way of saying: 'sometimes, things that feel dangerous are safe, and things that feel safe are dangerous.'

    HOW SHOULD WE INFLUENCE HUMAN BEHAVIOR?

    Experts in advertising have taught us that influence follows a predictable pattern in precisely the following order:

    i. Get the attention of the consumer

    ii. Communicate CLEARLY to the consumer

    iii. Persuade the consumer

    In order to persuade, you must communicate, and in order to communicate, you must first get the attention of the consumer.

    Nearly 90% of ads aren't remembered, and this is being done by so-called experts in my industry!

    So clearly, the hardest part is getting attention.

    When we have the attention of people, we need to communicate. That requires that we're crystal clear on what 1 thing we wish to communicate in our message. And it needs to be digestible for the average person without them having to expend any effort.

    Let's take 'washing hands more frequently'. You don't want to run a campaign with washing hands, and social distancing, and coughing in the elbow, and doing elbow bumps instead of handshakes, all in one campaign. [1]

    It's also important that it's created with Kahneman's system 1 (or fast thinking) in mind (Kahneman, 2014; see also Kannengiesser & Gero, 2019).

    Can the message be absorbed by scrolling past it, quickly glancing at it or walking past it? Does your grandma understand what's being said? How about your 7-year-old niece?

    If it meets those criteria it's probably good. Simplicity is your friend.

    And finally, you need to persuade the person we're talking to. Give them a reason to do what we'd like them to do.

    The fact that hand sanitizer is hoarded is a sign of the poor job that's being done on communicating the superior effectiveness of soap. Professor Thordarson's thread on why soap is so effective against viruses.

    We know that women are better at grabbing attention than men for both men and women, so running a campaign with an attractive celebrity would likely grab people's attention.

    The headline of the copy or the intro of an ad could be something along the lines of:

    ''Do you know the single, most effective way to protect yourself during the Corona outbreak?''

    ''Yeah.. me neither. Turns out, that it's social distancing. But properly washing your hands is a close second. It actually kills the viruses.''

    Followed by a demonstration of how to properly wash your hands.

    This would cover all the bases, attention, communication, and persuasion.

    Now as you might remember from Alchemy: Turning Words Into Money (The best guide on the web when it comes to writing effective sales copy), it does not matter how great your starting point is, it is still merely a starting point.

    This means it's important to test at a small scale such that we can test its effectiveness. Creative work is not like mathematical work. We do the best we can, present it to reality and see what happens. Using things like split tests and gauging its reception, we can get a feel for how good of a job our campaign is doing.

    NOTES

    [1] Those elbow bumps are quite possibly the dumbest thing I've seen in my career. It's clear that no one with even a minimal understanding of human behavior was involved. This is another clear sign of the overestimation of tech and the underestimation of creative. People didn't feel the need to include experts because it never occurred to them there are right ways and wrong ways to solve the problem of replacing handshakes.

    Handshakes are deeply ingrained so it's already a tall order. That's made even worse by this new, socially embarrassing behavior. If you want people to replace a culture behavior it either needs to be cool or have a low amount of friction.

    You could make it cool by having celebrities and influencers do that elbow thing, but why learn a new behavior. The simple nod is something that we've been doing for ages. It would be much easier to replace the handshake with a nod or a slight bow.

    REFERENCES

    Ennik F. (1980). Deaths from bites and stings of venomous animals. The Western journal of medicine, 133(6), 463–468.

    European Centre for Disease Prevention and Control. Novel coronavirus disease 2019 (COVID-19) pandemic: increased transmission in the EU/EEA and the UK — sixth update — 12 March 2020. Stockholm: ECDC; 2020

    Kannengiesser, Udo & Gero, John. (2019). Empirical Evidence for Kahneman's System 1 and System 2 Thinking in Design.

    Sokol, D. K., & Hettige, S. (2006). Poor handwriting remains a significant problem in medicine. Journal of the Royal Society of Medicine, 99(12), 645–646. https://doi.org/10.1258/jrsm.99.12.645

    Taleb, N., & Norman, J. (2020). Ethics of Precaution:Individual and Systemic Risk. Retrieved from http://academia.edu/42223846/Ethics_of_Precaution_Individual_and_Systemic_Risk

    If you made it to the end, thanks for reading. You can find more content on behavior design, marketing and entrepreneurial science over at www.younglingfeynman.com/featured

    submitted by /u/Younglingfeynman
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    One page website

    Posted: 07 Apr 2020 10:35 AM PDT

    Saw an entrepreneur yesterday giving some free services yesterday and I thought it was cool during this crazy scary time.

    Today I was to do the same and create 1 single page website for anyone interested. Just provide me with your hosting information etc. contact me with the information on what you want done.

    submitted by /u/cellycel92
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