by Miriam Hara | Aug 10, 2015 | Administration, Business Success, Communications, Creative, Latest, Management, Problem Solving
I’ve blogged about 7 Things I absolutely Need in a New Creative Hire and my slightly tongue-in-cheek 7 Quirky Questions to Ask a New Creative Hire, but there is another important viewpoint to consider – that of the person you’re hiring. What does the person you’re thinking of hiring absolutely need in order to say ‘yes’ to the hire? Things your new hire absolutely needs from you. ‘Need’ and ‘want’ aren’t the same, remember. In many ways, we all need the same things. What we want varies. We need food, but some of us might want an expensive Vita-Mix to blend, mix, puree or process recipes to make that food. Wants are flexible, needs are not; not if you want a motivated, contributing, satisfied creative employee.
The interesting thing about uncovering what a person needs is that it can help you decide if they are the right person for the job.
The interesting thing about uncovering what a person needs, is that it can help you decide if they are the right person for the job. It lines up with my earlier blog: 7 Things I Absolutely Need in a New Creative Hire. I’ll skip salary talk; that’s related to budgets; yours and theirs, and stick to more universal needs. I’ve been a business owner for many years, so I trust my experience and my instincts when I hire, but I’ll quote the behavioural coaches here. Mostly, my views align. I see all of the following as ‘needs’. No one is ever going to answer in neat little phrases like in the list below, but if you listen carefully, you’ll see what their needs are and which ones are most important. It’s my feeling, that you owe it to your business and to your business’s culture, to see if you can satisfy those needs.
Just because we’re in charge, doesn’t mean we don’t have our own needs and goals.
The list below was put together on LinkedIn by business coach and author, Rick Conlow (I’m summarizing here, the full link to his piece is below) and in my view, warrants repeating and reviewing once in a while, even if we’re not thinking about hiring anyone new. It’s something we all need to check in on. Are the people we’re working with getting their needs met? Are we as business owners and managers getting our own needs met in the jobs we do? Just because we’re in charge of a business or organization, doesn’t mean we don’t have our own needs and goals. Are we getting the same things from our own environment as that new hire is expecting? As I mentioned, I feel Rick’s guidelines are essentially universal and apply to all of us, so don’t think of them as just about the people you’re hiring or have already hired. They apply to all of us. Are we setting or getting:
- Clear expectations and goals.
- Recognition and praise.
- Regular communication with leadership.
- Growth.
- Trust.
- Responsibility.
- Respect.
- Pride in their work.
- Ongoing opportunities to learn.
- Achievement.
I think as Business Owners and Managers, we have a responsibility to remind ourselves, “I know what I need from the people who work for me and how it relates to what the business needs, but what will this new person need?”
Rick’s ‘driving-it-home’ point: “If you want your people to be better, you have to be better as a leader.” I agree. Getting back to that new hire, I think as Business Owners and Managers, we have a responsibility to remind ourselves that “yes, I know what I need from the people who work for me and how it relates to what the business needs, but what will this new person need? Will this job match and meet (at least mostly) their needs?”
Essentially, it’s a symbiotic relationship; if the needs of the person we’re thinking of hiring don’t match fairly closely with what we can deliver and what we believe people really do need, then trouble brews.
LinkedIn. Article by Rick Conlow: The Top 10 Things Employees Want From Their Job.
Additional Reading
Canadian Business. The best cultures, perks and benefits: Canada’s Best Employers 2015: The Top 50
Profitguide.com: The definitive list of organizations that have mastered the art of employee engagement Canada’s Best Small and Medium Employers 2015: The Top 50
Interesting afterthought: This famous study in human behaviour ranks by importance, our hierarchy of needs, in other words, the elements that motivate us: The Theory of Human Motivation by Abraham Maslow Maslow’s Hierarchy of Needs
by Miriam Hara | Aug 7, 2015 | Advertising, Branding, Business Success, Latest
The big ‘headline’ first made front page news during the 19th century newspaper wars when papers everywhere were fighting for readers’ attention. You’ve seen it in old movies — the kid on the street corner hawking the newspaper by yelling out the day’s headline! We’re still hawking with headlines. But are they effective? And do the old rules still apply? To be effective, your headlines need to be HOT!
If you don’t pull ’em in with the headline, anything else you write won’t matter.
Five times as many people read the headline as read the body copy. That was true years ago and it’s still true. No one reads the body copy and ignores the headline. If you don’t pull ’em in with the headline, anything else you write won’t matter. The medium doesn’t matter either: online or print — whether it’s advertising, journalism, a magazine article, Social Media via Facebook, LinkedIn, Twitter, etc. — the headline’s job never changes. Where the medium does matter is the sheer volume of headlines we’re exposed to via technology. To stand out, yours has to speak up louder and clearer than the street-corner kid. It must:
1. Grab attention.
2. Speak directly to the target audience.
3. Work as a complete message. Body copy is there only to flesh out the message.
A simple Google search hits the hot spots for a good headline
At its simplest, and strange as it might seem, a simple Google search hits the hot spots for a good headline. You want to know why your goldfish are dying in your backyard goldfish pond, so you type into the search engine: ‘Why are goldfish dying in my pond?’ It’s short, snappy, to the point. I’m not saying it’s a headline, but when agonizing over headlines, it helps to think of them in this way. My Google search about goldfish:
- Grabs attention: the attention of all websites on the subject.
- Speaks to a target audience: everyone who has something to say about dying goldfish (more on this below).
- Is a complete message: I want to know why my goldfish are dying.
I typed the goldfish question into Google and got 336,000 results — those results also illustrate the kind of competition we’re up against in advertising our brands today; thousands upon thousands of headlines with products, services or information vying for consumers’ attention. Now think about the search results; they work in much the same way as a headline.
A good search response, like a good headline, will reel me in and leave me happily fishing in a pond of information.
Results that are concise, descriptive and resonate with me, I’ll click on them. The ones that don’t, I’ll ignore: just like I’ll ignore a headline that doesn’t ‘move’ me. (An aside: all of this also illustrates the point of how important it is to get SEO right, so your website cuts through the clutter and rises to the top in search engine results.)
There’s a global glut of information out there and multiple mediums through which our advertising message can be delivered. So how do we cut through the clutter and get our message across in a way that’s hotter than everyone else’s with a similar product or service to sell? The old rules still apply …
- Make it short. How many words? you’re probably asking. “As many as needed,” David Ogilvy, the father of advertising, used to say. As many as needed is important: it doesn’t mean use a lot, it means exactly what it says: as many as needed to …
- Make it immediately compelling so that customers want to read more.
- Speak to the audience. Vitally important! A headline speaks to a target market, one you’ve researched thoroughly (hopefully!) before you ever start to think about headlines and body copy. It speaks to people who care about what you have to offer and that’s where your focus should be.
- Make sure your headline works with the visual(s). Think about ads you’ve seen. Look at a few critically after reading this. How often is the headline simply describing the visual? What a waste of space. If the visual is so weak you need to describe it, then you have a bigger issue.
- Understand catchy and clever! Sure, we remember catchy, clever headlines, but if we don’t remember the brand and what it’s selling, what’s the point?
- Humour can work, it can add personality, make a headline memorable, when used wisely and appropriately.
For small businesses without the backing of an agency skilled in creating great ad copy, it’s worth taking time to learn more about headlines, because dollars spent on advertising a truly great product using a truly ineffective headline are dollars wasted.
10 Sure-Fire Headline Formulas that work
100 Good Advertising Headlines
The Formula for a Perfect Headline
Best recent headline you’ve read? Send it to me! #SharedWisdom
by Miriam Hara | Aug 5, 2015 | Advertising, Communications, Creative, Latest
Peer to peer recognition is the most flattering of flattery. There is no greater compliment than those uttered by peers.
Being creative is not owned. Although not all people will agree with this, I believe it’s a talent that is given to each an everyone of us, although it is exercised in different ways. [inlinetweet prefix=”” tweeter=”” suffix=”#CreativeRespect”]I believe that problem solving is at the core of any creative process to find a solution.[/inlinetweet] That being said, a scientist, mathematician, physician, musician, artist, painter, writer and the list goes on, are all creative. The difference is the outside perception of what is deemed to be understandability creative.
In my world, all forms of communication interest me. Being naturally curious and in business, it is both my nature and business to view intently all ads, blogs, campaigns, contests, programs that I come across. I must say, with the advent of the internet, the exposure to creative talent, ideas, concepts, designs and campaigns is astounding. There are so many creative people in the world! More and more often, there are times, [inlinetweet prefix=”” tweeter=”” suffix=”#CreativeRespect”]upon viewing a design, ad or video, I say, “Wow…I wish I’d thought of that!”[/inlinetweet] Not in envy, but in real humble respect for the thought process that resulted in such a concept.
[inlinetweet prefix=”” tweeter=”” suffix=”#CreativeRespect”]What does it take to earn peer to peer respect in the creative world of advertising?[/inlinetweet]
When viewing this list, please think of ‘creative’ as a concept, a campaign, a TV spot, billboard, digital campaign, video, an ad…
- The creative must respect the brand: delivering on its promise and persona.
- The creative must uplift the brand on its shoulders, so to speak…elevating it rather than over-shadowing it.
- The creative must be emotive so that the brand emotionally connects with its intended target.
- The creative must deliver the message whether it’s rejuvenating a brand, inciting trial, or simply building awareness.
- The creative must be simple.
Here are a few examples of what I really think are powerful creatives that capture all of the above:
[inlinetweet prefix=”#CreativeRespect #SharedWisdom” tweeter=”” suffix=””]Do you have awesome creative that you would like to share with me? I would love to see! [/inlinetweet]#CreativeRespect #SharedWisdom
by Miriam Hara | Aug 4, 2015 | Advertising, Agency, Business Success, Deadline, Latest, Management, Marketing
Time is of the essence!
More than any other decade, business is running at the speed of light, which makes the efficient use of time ultimately the most important element to control. When I first entered the advertising business, the industry was notoriously known for its fast pace and deadlines. Contrary to corporate marketing departments, who albeit were also working at a faster pace than other departments in the same organization, advertising agencies owned the “RUSH” space. By owning that space, agency people often worked longer hours, weekends, evenings, around the clock to make an impending deadline. I can sincerely say, our industry no longer holds the monopoly on time. No matter what business you’re in today, time is of the essence!
All bets are off on personal time, downtime; any time is the time to work or check off one more item on the list of tasks to do and things to accomplish.
It goes without saying that the team around you, your colleagues, your support staff and every one in between plays a role in you efficiently managing your time and maintaining control over projects, launches and plans.
As a team member, or player or even potential wannabe team member, how does one add value to the department, the job, and ultimately the boss. Here’s a few of my thoughts:
1) When deadlines are looming and there just isn’t enough time, don’t tell me what you can’t do, tell me what you can do. Only then can a secondary plan of action emerge.
2) If there is an issue, and there are often issues with any project, don’t just come in and report the problem, without having all the facts. If the facts aren’t clear, you can’t work on a solution. Or better yet, come in with a solution – that would wow any manager.
3) Don’t say you can do something, then not; only to say you didn’t have the time. That only means you haven’t made the time. And that only means one of two things. 1) You felt it wasn’t important enough to get it off your list and 2) You didn’t plan or allot time to getting it done in a timely manner. Either way, it’s not good.
4) When tasks come your way, no matter how menial you perceive them to be, don’t just “do”. It’s the small things that shout the loudest in making impressions. So don’t just take direction, and do it; understand the need and ultimately the ‘why’ of what is being asked, so you can add value.
5) For all new business development managers, or client engagement managers, or any permutation thereof, if you’re successful in getting a meeting to present your organization’s services, don’t provide no more than what can be found on your website. That’s a waste of time, for both of us – and it’s also a missed opportunity.
And last but not least…
6) For all of you trying to break into any industry; don’t send in a resume for a job that you’re not qualified for. Wasting my time by having me read it only to find out that you’re not qualified for it – that only frustrates me. If you want to apply, then by all means do, but do something different; something that will provide me with a perspective of who and what you are about. Sending in a resume that you don’t have any qualifications for, without any explanation or counter claim, isn’t going to cut it – Honest.
by Miriam Hara | Jul 31, 2015 | Latest
It is with heavy heart that we announce the passing of our concierge and MOM of the Hara clan: David, Salvator and Miriam. Marcelle Hara was an integral part of the 3H team, greeting all those who walked through our doors with her distinctive smile. Whether it was courier, client, or vendor, she always had something nice to say.
Our Concierge – Our Mom
As our 3H concierge Mrs. Hara did much more than just greet people and make coffee. Whenever we had client meetings, she would make sure all was taken care of. Coffee, cookies, lunch…were all beautifully presented. When we had to get our creative juices flowing during our brainstorming sessions, she would fuel our creative minds with her amazing popcorn! We all believed that her popcorn had some magic dust sprinkled on it, because we would come up with awesome creative each and every time! (We are a superstitious lot at 3H!)
Caring, Considerate and Supportive
She would assist on all special projects, assembling promotional pieces, pack boxes, and do anything and everything that needed to get done – perfectly and with the care she extended to everything she did. She wore the purple colour with pride…the greatest of brand ambassadors!
Our plants will miss her! She had an amazing green thumb. Under her care, our plants flourished…under her watchful care, the 3H team flourished… receiving a daily dose of love and care that we are already missing.
She will always be in our hearts, and her presence will never be too faraway.
by Joyce Turner-Gionet | Jul 29, 2015 | Advertising, Business Success, Communications, Latest, Marketing
Addicted to making lists? You’re not alone. We all (well, most of us) love lists. We don’t just make them because we’re busy, or because our memory’s occasionally letting us down. We’ve been ‘listing’ from the beginning.
As kids it was: “Who’s coming to my birthday party,” and we’d get busy making a list. We made impulsive mental lists — deciding we’d eat the icing flower on top of the cupcake first, then lick the icing, then eat the rest (that was the order in which I did it, my little brother did it differently). Back in the day, we had a ‘Pet the Snake’ club on the bank of a river. We’d catch a garter snake and then list names in chalk on the wall under the bridge of those who were brave enough to pet it. You were in the club if you were brave enough. Life was simple. Lists were simple.
Many of us are compulsive list makers
As adults, many of us are compulsive list makers. We don’t always write our lists down, we compose them in our head. Waking up in the morning, we think about what we are going do today: that’s a list. When we mull over solutions to a problem, we’re ‘listing’.
We regularly ‘list’ at work. Marketing couldn’t exist without lists: leads, accounts, and contacts, even a list of marketing strategies in order to settle on the best. Advertising is no different: a client brief is a list, things the client wants us to accomplish with the advertising. Advertising campaigns require all types of lists: new product names, story options, headline options, tag line options, graphic options, the list is endless. As a copywriter, my job regularly involves creating a list of product features with its corresponding list of benefits.
Outside of work, we make things-to-do lists, friends-to-call lists, books-to-read lists, grocery lists, wish lists and bucket lists. Our New Year’s resolutions are lists. [inlinetweet prefix=”” tweeter=”” suffix=”#3HListAddict”]Try going a day without listing.[/inlinetweet] Apps for list making can take it to the absurd. I recently saw a link to “5 free apps for making better to-do lists.” The link’s title got me. How do you make a better to-do list? Instead of I need to buy cucumbers, oranges and milk, should it read 3 ripe cucumbers, 2 juicy oranges and a pint of fresh milk? I’m kidding, but then again, how much instruction do we need to make a list? Lists, by nature, are meant to simplify our lives; they have a simple purpose.
Why we make lists
Psychologists say we make lists:
- So we don’t forget
- To help us feel in control
- To gain focus by prioritizing
- To prevent procrastinating
- To feel good when we cross something off the list.
Yes, I know, I just made fun of an app for making a “better” list, but Sir Richard Branson, entrepreneur and obsessive list maker, published a listicle recently. Its focus was business, but it’s apt personally too: Top Ten Tips for making lists. I particularly liked #10: Celebrate your successes, and then make new lists of new goals.
Celebrate! Crossing off a task done is worthy of celebration
When we cross everything off a list, we should take a moment to celebrate. Mostly, we don’t. We just make a new list and start the process all over again. But that ‘Wow, look what I did’ moment, the one that comes when we’ve accomplished everything on the to-do list, deserves celebrating. Isn’t that why we made the list in the first place, to feel good about crossing things off, getting things done?
A final thought. A little tongue-in-cheek, perhaps, but my favourite comment on list making was by writer Umberto Eco in an interview with Der Spiegel. He said: “We make lists because we don’t want to die.” What do you think he meant by this?
Last week, we published a blog that focussed on the new term ‘listicles’ and whether they have a place in advertising. [inlinetweet prefix=”” tweeter=”” suffix=”#3HListAddict”]Listicles and our ongoing attraction to them could be an extension of our inherent need to simplify, organize and get things done.[/inlinetweet] Let us know some of the reasons you write lists. What has been your most bizarre? #3HListAddict
