Sorry. ZMOT is not a spicy Greek appetizer. – SCN Encourager 12/10/13

It’s the acronym for “Zero Moment of Truth.”

Don’t worry if you didn’t know this.

I didn’t either, until I flipped through Jay Baer’s new book, “Youtility.”

Even if you already knew this, you’d probably find “Youtility” worthwhile.

Screen Shot 2013-12-09 at 8.55.12 PMCommunications expert John Jantsch described it as “the encyclopedia of useful” and that’s Baer’s book in a nutshell.

Here’s the Amazon link.

Naturally, school leaders and communicators who read this book would have to extract their own applications, but Baer provides a bunch of ’em.

Like Scott Stratten, in yesterday’s Encourager, Jay Baer is a highly respected, leading edge influencer in social media, person-to-person marketing, and the development of “trackable promotional tactics” that achieve the intended results.

More importantly (to me), he offers a ton of real-world marketing scenarios that make sense.

I really don’t need any highfalutin budget-busting suggestions that I’d either give up on or screw up somehow.

The practical course is always my favorite… and Baer maps it out in a fresh new way that is relevant to all that our schools our doing to advance 21st century learning.

And here’s where ZMOT comes in. (Were you wondering when I’d get back to this? I almost forgot …)

Baer says that we all have “zero moments of truth”— and with the assistance of technology, especially the mobile kind — we’re simply having more of them.

With greater frequency than before, whenever we have a decision to make (whether major or minor), we go to our trusted sources, friends, or family members via text, tweet, or a website access to a peer review for information prior to making it.

The “zero moment of truth” then occurs during that exact moment we make up our minds about what we will do.

Previous generations of choosers, consumers, and deciders also experienced ZMOT, of course, but not in the way we do today, where our smartphones quickly deliver up the information we seek from the people we believe to be the most reliable.

We search. We’re mobile. And if you’re not there to engage us socially whenever we demand — it’s adios.

Businesses and organizations that hope to recruit and retain customers, followers, or families must make sure they implement searchable, mobile-friendly, and 24/7 accessible communication strategies.

Baer advises that we don’t set our sights on the amazing, the astounding, or the viral.

(Rats! This is precisely what I pencilled in for January!)

He says  just find more ways to be helpful to those you serve.

“Youtility” presents six blueprints for accomplishing this objective.

This is why I’m hoping I’ll get this book for Christmas.

I like that “blueprints” angle.

I’ve already got more “rubrics” than I need.

Tom Page, SCN
carTues 12:10:13








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