by Lisa Wedmann | Jul 25, 2013 | Advertising, Business Success, Communications, Latest, Management, Problem Solving
Writing communications for business is a lot like swimming, if you don’t know the water you better stay out.
How deep is the water? What’s the temperature? Jumping in cold water… brrrrrrr… jumping into hot …well, just ask a lobster. Rocks in the water? In case you didn’t notice, rocks don’t move. And what if someone else is already in the water? What if they get in your way, panic and try to pull you under?
There are many dangers in not knowing the water.
Writing business communications is similar. If you don’t know what you’re getting into you can get yourself in some serious trouble. Here’s how to avoid those common, sometimes dangerous, errors when writing business communications.
Communications Tip #1 HOW DEEP IS THE WATER?
Many communications are written without knowing the characteristics of the audience. Who is reading your communication? Is it your team member, your boss, your client or the CEO? Each of these communications need a different style and tone appropriate to the audience. Don’t think that one style of communication fits all. Each of these audiences requires a different degree of information.
Your CEO doesn’t need all the details. What the CEO needs is a high level summary of the important points. Your client needs something different as does your boss and your team members.
You must fit the style, tone and content of your communications to the audience.
Communications Tip #2: WHAT”S THE TEMPERATURE?
Is this a hot communication or cold? Is this high priority or low?
Be clear on the urgency of your communications. As in all things in life, timing is critical. Act and expect actions depending on the pressures of the situation.
Communications Tip #3: WHERE ARE THE ROCKS?
What is lying in wait for your communications?
Is there a chance your communication could be interpreted the wrong way? Could someone take the wrong action based on this misinterpretation? Could your communication get blocked?
And though seemingly innocent, you mustn’t overlook those nasty little fish that hover around rocks and cause you distraction?
Don’t assume that you can simply avoid issues without knowing the dangers. Know the danger of your words and write your communications with these risks in mind.
Communications Tip #4: IS ANYBODY ELSE IN THE WATER?
This is the tip that many tend to forget. Who else is in the water? Who are the other players? Are they sending communications for or against your needs? How can you take advantage of communications by others? Can you piggyback on their information?
Be aware of others, whether they support or negate your cause and determine your best approach.
STAY SAFE
In swimming and in business communications, play safe. Do the right thing, at the right time and you will enjoy your day and all going well, catch some additional rays.
by Miriam Hara | Jul 24, 2013 | Advertising, Branding, Latest, Marketing
Sales makes money and marketing spends money. It’s usually said in a snotty way and the person saying it usually acts all superior as if they have the secret to life and anyone who doesn’t understand is low, low down on the food chain. Say what you will, those of us in the advertising and marketing business we understand what’s behind the comment. We know where the truth lies. Let’s clear up a major misconception. Marketing and the advertising it propels gets customers and clients in the door, sales closes the deal. There’s different types of marketing for different types of business. But regardless of what business you’re in, there are considerations that should be part of the equation when you decide to go the do it yourself route.
Cutting Costs: Bring marketing tactics in-house
Since sales generates money, there are times when the marketing support areas feels that they are looked upon as an expense… not an investment. Therefore, the quick and superficial analysis says…cut costs by bringing design and media planning in house. You say the media commission and you don’t have to pay agency premiums of simple design. Bright idea in theory. But not so bright in application. There are two very real impacts to this decisions.
1. In-house marketing doesn’t cut costs
Hard to believe? But time will tell. Consider this.For you accountant types out there… outsourced marketing doesn’t require vacation pay, pensions, statutory holidays, office space, computers….think of the savings!!! All kidding aside… look at it from this perspective. Chances are in house marketing creative staff are not as skilled as specialists in an outside agency. The real aspect of a design is being challenged creatively. That ceases to become an option once they have been working on the same business of over a year. An outside agency works on many business, thereby creating a natural environment of creativity and growth. It wouldn’t be fair to expect your in house marketing creative team to be as nimble. They have little exposure to other creative talents. They must rely on themselves for inspiration. Isolated, tucked away in some remote area, creativity comes hard in this type of situation. Time drags on. And no, a marketing coordinator can’t do the media strategy and planning…nor should they. There’s an artform to strategically choosing which media to go to and what the benefits and results are going to be . A handful of people can’t be experts in graphic design, copywriting, social media, web design, packaging, advertising, television, radio… do I need to go on. In house staff will give their best efforts but their efforts will take longer and they can make costly mistakes.
2. In-house marketing can cost money
Mediocrity becomes the norm. Breakthrough thinking becomes a thing on the past.This will, over time, weaken sales. Unfortunately lack of inspiration, creativity and lack of expertise will slowly destroy your brand. It’s an insidious degradation, hard to detect and even harder to understand. Sales weaken and everyone wonders why. Some will say it’s the economy, the company needs restructuring, let’s burn the sales manager but few will look at their marketing department. Take this recommendation. Rather than try to staff for a department that is a vertical business to your business, take the time to choose the right agency. Agencies provide a new perspective. An outside perspective and will stand and fight for the right solution for your business and brand. Based on expertise and experience that is vast and varied. To make sound analogies and fair business assessments to grow your business. It’s important to choose the right agency for your business. Before you bring your marketing in house find and talk to a few advertising and marketing businesses and discuss your needs.Instead of bringing your marketing in house consider outsourcing your advertising and marketing. Let’s see, you want to know if we can give you a referral? Oh yes… a company called 3H comes to mind. 🙂
by Justin James | Jul 22, 2013 | Advertising, Creative, Events, Latest, Marketing
You’ve likely heard the term “Emotional Appeal” before.
Chances are that a marketing teacher, co-worker, or boss has said that Emotional Appeal can be an effective technique to build a connection with your audience and make them interested in your product. And, well… they’re right.
Emotional Appeal can sometimes be omitted or be unremarkable in the sea of other ads competing for your attention.
A beer ad, for example, may advertise a peaceful lifestyle on the beach and happiness among good looking people. There are many other beer companies advertising along similar lines, playing on those same emotions.
However, one often overlooked form of Emotional Appeal is making a timely short term campaign. If you get hold of a trend while it is still rising, there’s a good chance that you will be able to find an angle to capture audiences’ attention. However, one of the most difficult problems when creating ads is that trends can die quickly, before the ads are all in place. For this reason, it is important to look for the underlying emotions that trend evokes.
One recent example of a ‘trend’ that’s very popular right now involves Talia Castellano. To summarize, Talia is a 13-year old girl, a cancer patient from Florida. She posted some makeup tutorial videos on YouTube and Ellen DeGeneres, the little girl’s idol, invited her onto The Ellen Show.
As soon as the show went live, Talia became an instant sensation across North America! She was trending on twitter, Google searches, YouTube, and had half a million likes on her Facebook fan-support page. The general emotion generated by her fans was pity, sadness, and inspiration for Talia’s good spirit in face of adversity.
Sadly, Talia passed away on July 16th. Ellen gave Talia a professionally shot . Only then did I realize how much potential CoverGirl had for an entire new campaign launch. The campaign revolved around what teachers and colleagues have been talking about: Emotional Appeal.
The reaction this company received from making Talia a CoverGirl was incredible. Their new Talia-inspired Facebook posts are still receiving record-breaking likes, shares, and comments on social media. Because of the giant wave of sympathy for Talia and wide-exposure of the event, CoverGirl was able to instantly gain large fan-support, which they could further capitalize on if they play on the emotions and make a Talia product line.
A product line, or just a few products with the name dedicated to the young girl, would have many fans lining up to support her memory. Even more hordes of well-wishers would support the if CoverGirl decided to donate a percentage of the proceeds to the American Cancer Society (or Canadian Cancer Society). They would be able to increase profits and good will at the same time, while supporting a worthwhile cause.
There are many similar tactics a marketer could use with their company in the future. Remember, however, that this is a short term advertising strategy. Inevitably, the story will be replaced by another over time. The key to selling trend-based Emotional Appeal is to act quickly and ride the wave. That is where a quick thinking entrepreneur or marketer could get the jump on larger, slow-to-act conglomerates.
Some insight, as well as a bit of luck, is required to get on a story that will ‘blow-up’ or ‘go viral’. It pays to have an active marketing team to keep your content and ads fresh and current. If you arrive at the station too late, you’ll miss the train.
by Lisa Wedmann | Jul 16, 2013 | Advertising, Business Success, Latest, Management, Uncategorized
He was a big man and he smoked a big cigar. He was standing beside his desk, with his back to me, smoking a cigar and looking out the window at the city skyline. His presence dominated the room.
That’s how I first saw him. That’s how I remember him. Big and in control.
It was my first day on the job and I was being given the typical meet and greet walk. He was on the third floor, the executive level. I knew it was the executive floor since there was a big sign that said “EXECUTIVE LEVEL”.
In the office marked Vice-President, I was introduced to this giant of a man. As we left and walked down the stairs, my guide turned to me and whispered, “he’s a decision maker”.
That took me by surprise. I wasn’t sure what it meant, or why it was important to me so I nodded wisely.
I soon learned how important it was to be a decision maker when I was assigned to work in his department.
He terrified me. He barked orders. I followed them.
I asked questions. He gave answers.
HE MADE IMPORTANT DECISIONS QUICKLY
As I navigated through the politics of that first job, it wasn’t long before I came to understand how lucky I was to have a boss who was a decision maker, someone who was not afraid to answer questions and make important decisions.
But once I left that first job, I also learned how rare it is to find someone who can make important decisions quickly.
This man was not afraid to make important decisions and he wasn’t afraid to make them fast. Fearless and fast, traits valued in business since he soon left his job as Vice-President to become King of the Universe.
DID HE HAVE A SECRET WEAPON FOR DECISION MAKING?
Fortune favours the brave, at least that’s the way I saw it. He was one of those brave people who don’t hesitate. It didn’t matter if the question was related to ordering lunch or business strategies. He didn’t skip a beat. He simply opened his mouth and out jumped the answer.
I often wondered how he made his decision making choices. Did he have a plan for decision making in business or was it simply intuitive?
Just recently, I met one of my co-workers from that time and as typical when old friends meet; we began to reminisce and recall our days working together. We had both worked for Mr. Big Cigar. I reflected that after years of working for and with people who were reluctant to make important decisions it was a pleasure to have worked with someone who had no fear.
IF ANYONE KNEW SHE WOULD
I asked if she had any idea how he was able to make so many good important decisions. She was his right hand and if anyone knew she would.
She laughed.
Mr. B made a lot of decisions, she told me. What many didn’t realize is that they weren’t all the best decisions. They were close to the best but they weren’t always the best. They were aligned with the goals and objectives of the business, but you couldn’t comment that each one deserved that number one recognition.
The secret she confided was that he made decisions. And because he made decisions he became the decision maker. Some were good. Some were bad. But none were in limbo.
Bad decisions will rise to the top and become visible. Good decisions will float. But no decision will sink you…. fast.
THE SECRET OF MAKING IMPORTANT BUSINESS DECISIONS
What Mr. B. understood is that any decision is better than no decision. And that’s the secret.
“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.” Theodore Roosevelt
by Justin James | Jul 15, 2013 | Advertising, Business Success, Creative, Interactive, Latest, Social Media
In my past blog posts, I stated the reasons why companies should rethink making their YouTube commercial stream before popular videos can be viewed. I believe that video marketing can be a very effective tool. However, like other social media, it can also backfire when done incorrectly. In order to avoid the ‘hard sell’ on viewers’ ‘me time’, there are some guidelines you should follow:
Four tips on how to have a not-so-awful YouTube commercial:
1) Make the ad enjoyable. If you are going to try to bring business into the social space, then avoid the hard sell. You want to make sure that the video is, at least, mildly entertaining. Humor can turn your video from a sales pitch to entertainment, making it something people may actually watch. If you can’t make the ad funny, at least be creative with it.
2) Allow your audience to skip the ad after the first few seconds. If you’re spending money on the ad, you don’t want people to leave halfway through—you want people to watch it! But the longer you keep the viewer waiting to see their intended video, the more intolerant they will become of your ad and message. Give them the option to skip the ad should your product or service be of no interest to them. If your product or service is relevant and they are willing to watch the full ad the first time it plays, they would already know what you have to say, and would not want to watch it again.
The optimal time your ad should run before you give them the choice to stop watching is five seconds. By then, you should have already established who you are and what you offer. If they aren’t interested in that time, you’ve already lost them. Alternatively, you can give the viewer the option to skip your ad as soon as it pops up. However, most viewers will not mind a few seconds and you have a better chance of getting your message across if you set the skip option at 5 seconds.
3) Keep it concise. YouTube is not a place for long-winded infomercials, unless you put them on your own channel. As I mentioned in #2, if someone isn’t interested in your YouTube commercial within the first five seconds, they won’t change their minds after thirty. To be successful, your ad must immediately grip the viewer and make them curious. Keeping your YouTube commercial short will ensure you don’t annoy those who are not presently interested in your message.
To get a viewer hooked, bring your message across quickly and clearly. Have a call to action – to visit your YouTube channel, your Facebook, your twitter, your website – whichever space you are promoting. If they are interested in your message, they will click through for more information. Once they are on your turf, you can offer the longer commercials.
4) Choose your music carefully. Remember that your ad could be viewed several times by the same viewer. If your video begins to play and you have a song that sounds unprofessional or unpleasant, it will become increasingly annoying the more they are forced to listen to it. Choose a popular song or an instrumental version in the music genre that best suits your target demographic, or keep the soundtrack neutral. After all, no one’s ever complained about elevator music.
With these tips, you can advertise to YouTube audiences more effectively—without driving potential customers away.
by Justin James | Jul 12, 2013 | Advertising, Business Success, Interactive, Latest, Social Media
If you read my last blog, you would know that I am not a fan of video ads on YouTube. Not only are they irksome to the viewer, but they may actually hurt the company’s reputation and cause ill will.
Luckily, Google ads allow advertisers to reach their audience through YouTube without disturbing the video viewers. The two preferred alternatives to YouTube commercials are:
Post original content – Creative YouTube Videos
Companies can post as many commercials as they want, as long as they’re on their own channel. For example, Pepsi has a four-minute long commercial with over 130,000 likes and 37 million views! The reason this commercial is so much more successful than other paid commercials on YouTube is (1) because the video is humorous and (2) they invite you to come see it, rather than hunting you down.
The point of using social media is to have people share and discuss things that interest them. Offering a more entertaining option instead of a ‘hard sell’ video on a social site can lead to greater success when people share the video with friends.
The alternative method would be…
Pay for static ads –
To reference my last blog post again, the door-to-door salesman is back, but he hasn’t rung your doorbell. You can see him through the window, sitting outside your house with his big sign and briefcase, but at least he’s not harassing you while you eat. This salesman is still making you feel slightly annoyed, especially when he begins to dance around or tries to make you play a game (gif ads), but at least he’s willing to be courteous enough to let you choose if you want to hear what he has to say.
Alternatively, if you have a static ad, perhaps in a sidebar or underneath the video, it will not directly interfere with the video the viewer is trying to watch. Even a pop-up ad on the video is acceptable, since a viewer can just click the “x” in the top right corner to close it.
Static ads are less engaging than videos with original content. However, they are also less expensive. If the tag lines of the ad are interesting enough, a few people may actually click through and read what you have to say about your product.
If you feel compelled to make YouTube commercials anyways, I will offer some tips in my next blog post on making your video ads as palatable as possible.
