Hey Washington, do as I say, not as I do

On my way home from a wonderful coffee break with a dear and special friend, I read this bumper sticker: “It’s the spending, stupid!  www.spendingrevolt.com”. True. True. But I wondered about the people behind the message. Upon returning to my humble abode, I conducted a quick review of the web site. It appears to be a non-partisan organization “focused on breaking the cycle of spending dependency in Washington.”

Sounds great! After a little more research I may sign on.

Who can disagree that government spending is out of control? This isn’t about assigning blame to the elephant or the donkey. Neither party can claim the high ground here. Both have conducted themselves in the likeness of the conquering warriors, plundering the defeated nation’s coffers and spending for the sheer thrill of it. Our fearless leaders dispense of our money as if it will never stop flowing, and they spend it with little-to-no accountability.

Makes you sick, doesn’t it?

But are we any better?

How many of us live within our means? Do we have a budget and adhere to it faithfully month-by-month? How many of us put money into savings and retirement accounts on a regular basis? How many of us purchase only what we need and forgo the wants and the luxuries, treating ourselves only when our savings account is sufficiently flush to cover those big and sometimes unexpected expenses, like a home AC or automotive repair?

How many of us:

• pay off our credit cards every month?
• own our cars?
• are current on health, life and home insurance?
• are satisfied with a two year-old PC, cell phone, or TV?
• have wardrobes that aren’t dominated by the latest fashions?
• keep and wear glasses, sunglasses, jewelry, shoes and so on that are a few years out of style?

You get the idea.

I suggest to you that until each of us takes on the responsibility of living within our means, and perhaps even sacrificing or delaying the purchase of some necessities until we can afford them, it is hypocritical of us to expect and demand our elected government officials to do the same.

LiveJournal Tags: Federal deficit,budget deficit,deficit spending,it's the spending stupid,credit card debt,monthly budget,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Can we hash out Twitter Trends?

I learned via a Twitter Trends hashtag that today is National Coffee Day. I’m so excited. Not really. I drink a cup or two of coffee in the morning, but to be honest, my taste for it is very pedestrian. I’m perfectly happy with Folgers House Blend medium roast brewed in our Cuisinart 12-Cup Programmable Thermal Coffeemaker.

I do know what I’m missing. I’ve enjoyed many a cup of a fine roast served by a barista at the popular coffee purveyor Genuine Joe Coffeehouse in Austin as well as excellent brews from Scooter’s Coffeehouse. Ah, the aroma and flavor!  But splurging for a cup at one of these establishments is the exception to the rule for me.

Am I the exception when it comes to hashtags raising my awareness of popular discussions on Twitter? I monitor Twitter from dawn until the late night talk shows start. I see the hashtags under the Trends header. But I can count on one hand the number of times I clicked on a Trends hashtag.

One reason is that many of the trending topics each day don’t interest me. For example, here is what is trending now in Austin:

Trends: Austin · change

• #DearHairPromoted
• #nationalcoffeeday
• #EnoughIsEnough
• #DearOOMF
• Paranormal Activity 3
• Red Sox
• Kindle Fire
• Rays
• Joe Jonas
• Tampa Bay

DearHair is a promoted hashtag. I’m the guy who hates messing with my hair. I keep it very short so I can wash it quickly, run a hairbrush through it quickly, let it air dry quickly and forget about it quickly for the next 24 hours.

EnoughIsEnough did capture my curiosity, so I clicked on it this morning. People seemed to be telling someone to stop whining on Twitter. I couldn’t follow the trend to the source, so I’m not sure who created all of the fuss. That was frustrating for me.

DearOOMF is too cryptic, and therefore, uninteresting to me. No click.

While paranormal activity is intriguing to me, I haven’t watched the first two films in the trilogy, so I have no desire to follow any discussion on Paranormal Activity 3.

I watched the Boston Red Sox and Atlanta Braves season’s end prematurely last night and I saw the home run that capped a terrific run by the Tampa Bay Rays, so I understand why these baseball teams erupted on Twitter and have remained a hot topic today. Why the St. Louis Cardinals aren’t trending is a bit of a mystery, though.

Speaking of, I clicked on the link in this @SInow tweet: Read this piece by @JPosnanski on last night's baseball games. Fantastic. http://bit.ly/nLqk5s. It truly is a spectacular read, trust me.

I read a blog of the $199 Amazon kindle fire tablet PC on ZDnet yesterday. The product sounds exciting and the price is very attractive to me. I’ll avoid the hype on Twitter until we get closer to the product release. At that time, I expect the information and links conveyed in tweets to be more robust and accurate (i.e. based on facts).

Back to hashtags, am I missing something that isn’t about National Coffee Day? Maybe I need to research if it’s possible to customize Twitter Trends so I can follow topics that interest me. That would be powerful and very useful for me. Then, my Trends hashtag clickthrough exception would become the rule.

LiveJournal Tags: National Coffee Day,hashtags,Twitter Trends,Folgers House Blend,Cuisinart 12-Cup Programmable Thermal,Coffeemaker,barista,Genuine Joe Coffeehouse,Scooter's Coffeehouse,Boston Red Sox,Atlanta Braves,Tampa Bay Rays,St. Louis Cardinals,Major League Baseball,Sports Illustrated,Joe Posnanski,Amazon kindle fire,ZDnet,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Tomorrow’s leaders give us reason to hope today

I just finished working six college fairs over three days in Central Texas representing Ohio University. I spoke to scores of high school juniors and seniors. I must say they are an impressive bunch. Today’s youth are serious about their academics and they have high aspirations. Many are seeking careers in the sciences, engineering, mathematics, medical, nursing and law. These young adults are realistic about the challenges confronting the country and the world today, yet they are excited about the future and their role in shaping it.

There is reason for hope people.

LiveJournal Tags: college fairs,Ohio University,Central Texas high school students,academics,college major,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Style over substance: FAIL

The buzz in the media after the GOP debates is about how well the participants performed. Rather than analyze the substance and merit of their proposals for addressing the country’s most pressing issues, the focus is on their delivery. It seems the message doesn’t matter, just whether or not the candidate looks and sounds presidential. It isn’t what they say, but how they say it.

We select our leaders based on style, then belatedly discover they have no substance.  Consequently, we get four years of nonsense in Washington. And the electorate complains we were duped. Is it any wonder approval ratings tank and politicians find themselves scrambling to save their jobs?

How often do we see similar problems with brands? How often do we see an advertisement for a product that sizzles, but fails to deliver a substantive or coherent message? Or worse, how often is the message a far cry from the actual customer experience?

Brilliant creative and slick copy can not mask the truth about a product’s ability to address a market need or solve a problem. When the customer’s experience is vastly different from the claims espoused on the label and in advertising, the masses respond in anger at the speed of social media. The damage to the brand may be so severe, it may never recover its reputation and lost market share. Consumers exercise their vote with their wallet.

Ultimately, style does not win over substance; in politics or in brand marketing.

LiveJournal Tags: brands,branding,brand message,customer experience,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

A gecko in your cup

Imagine my surprise this morning when I grabbed a coffee cup from the cupboard and found it was occupied.

Photo Caption: I named him Folgers.

Hey, what are you doing in there? Trying to get out, I’m sure. Poor little guy was probably exhausted. His fatigue likely turned to panic and quite possibly terror when the mug moved and my ugly mug peered into the cup to discover his presence.

Do you understand how the little guy felt? I can totally relate. Sometimes when I’m writing, my thoughts flow briskly onto the page. I have good momentum and all is right with the world. Then unexpectedly, and without warning, I fall into an empty well.

Nothing.

I’m stuck.

Why can’t I write the next line?

Like the gecko, I can see there’s a way out, but with each new stab at composing the next verse, I slide right back into the abyss. Unlike the gecko, I don’t experience panic or terror, just frustration. Several futile attempts later, I’m mentally and emotionally tapped out and I realize I need to take a break.

Later, when I return to the keyboard with a clear mind, I’m usually able to complete the assignment. On occasion, though, I need an assist and call someone to talk it out.

Folgers definitely needed an assist. After he finished posing for my photo session, I set him free in my front yard garden. There’s plenty of fixes for him to get into out there, but it’s a certainty none will involve a coffee mug…or copywriting.

LiveJournal Tags: coffee,java,cup of joe,gecko,Folgers,writer's block,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

This Shiner won’t give you a black eye

It’s Friday, autumn has arrived and a “cold” front pushed through Austin late yesterday bringing the promise of a high temperature in the 80s. That hasn’t happened here since mid-May. It’s enough to put a smile on the face of any heat- and drought-weary Texan.

So how to celebrate the change of seasons and the impending weekend? Road trip!

Another member of the Austin Marketing Syndicate executive leadership team and I are headed to Shiner Texas today to tour the K. Spoetzl Brewery. Any beer-loving Texan, especially Central Texan, is well acquainted with the brewery’s signature sud, Shiner beer; which begs the question, which was named first, the town or the beer?

This won’t be my first brewery tour. Around the time I was 12 years-old I toured a brewery while on a family vacation in upstate New York. As of this writing, I don’t recall the name of the brewery or the city that it calls home. I do recall the not-so-pleasant smell that hung in the air around the plant, both inside and out. I also remember finishing the walk-through in a room with a small bar where jovial adults were sampling some of the company’s products. Under-age patrons were served root beer. I’m really not a fan of root beer, except when it has a luscious scoop of sweet vanilla ice cream in it, but boy, that root beer was superb!

I expect today’s tour to become a memory I’ll never forget. The odor will no doubt be present, and so will the bar at the conclusion of the tour. Instead of root beer, this time I’ll be amongst the boisterous adults sampling their barley pops fresh from the tap.

In the immortal words of Homer Simpson: “Mmm, beer.” I can’t wait.

LiveJournal Tags: autumn,Austin Texas,road trip,Shiner Texas,K. Spoetzl Brewery,Shiner Bock,beer,brew,suds,brewery,brewery tour,root beer,root beer float,family vacation,barley pops,Homer Simpson,Mmm beer,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Advertising does not work!

I was on a Skype conference call last evening with a small business client reviewing the content I had written for the home page on their new website, which is still in development. As we went through the messaging, he veered off on a tangent, as he is often wont to do. That’s okay with me. He is an interesting storyteller and I occasionally learn something I can use.

He mentioned that his business advisors have proposed an advertising campaign for later this fall. The media “mix” is strictly billboard and radio. Not necessarily an odd combination for their market, which is mostly males. Their thinking is they will catch guys while they’re in their cars driving to and from work as well as during the lunch hour. Okay, I’m down with that.

My client stated emphatically, “I hate billboards and I am a firm believer that billboard advertising does not work!” Then he proceeded to contradict himself by boasting about how his billboards will command attention and the message will be so compelling guys will remember it. In fact, they’ll be asking their buds, “Did you see that billboard…?” Those needing my client’s services will jump on the company  website from their tablets and smartphones while they’re stuck in their morning and evening commutes.

He continued, “We’re going to run some radio spots on the sports station, too.  Radio isn’t effective for our kind of business, but I think our idea is so compelling and is going to have such a strong appeal, guys are going to respond. Our name will be heard and remembered, and to the website they’ll go. It’s brilliant!”

Uh-huh.

So you hate billboards and radio advertising isn’t effective for your industry, but you’re going to go ahead and pay for a demand generation campaign utilizing only these two mediums?

Fascinating.

How many times has your client or employer argued that advertising does not work, especially for their business? And almost in the same breath, she or he is complaining about a competitor’s television commercial or magazine ad, fulminating that it is full of distortions and lies. This incongruity is both humorous and infuriating.

It’s an old and tiresome debate and for my client, it’s useless engaging in it with him. I’ve worked with him for a long time and I know how he thinks. As I flesh out the content on the development website, I’ll pry more information from him. Depending on what I learn, I may recommend a landing page that ties in with this advertising initiative. If the campaign is effective, we’ll have the data to prove it. And he’ll continue to pontificate on how advertising does not work.

LiveJournal Tags: website,web content,content management system,billboard advertising,radio spot,media mix,word of mouth,demand generation,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

A senior moment

I mentioned in a post last week that I was headed to Tyler Texas for a USTA sectional tournament. A detail I purposely neglected to share was that the participants in this amateur sporting event were seniors. No, not seniors in high school, but seniors as defined by the United States Tennis Association. It may or may not be a coincidence that the USTA age threshold happens to be the same as the American Association of Retired Persons.

Hmm, old man’s tennis. How exciting.

How exciting indeed! The skill, athleticism and quality of play I witnessed far exceeded my expectations. It was awe-inspiring, and quite frankly, a bit intimidating.

The first match I watched pitted our top doubles team against another Texas city’s best. What I witnessed astonished me. From the opening serve until the final point was won, tennis balls were struck firmly, with deliberate authority and surprising power. And almost always in the center of the strings. The sound was glorious, similar to the loud pop one hears when Albert Pujols connects with a fastball on the fat part of the bat. Thwack! A well-struck tennis ball doesn’t deliver that same percussive sound, but all within earshot recognize the audible response off the strings as a quality shot. It compels one to take notice, especially those on the other side of the net.

Our second doubles team squared off against a duo comprised of a young 50 year-old and a “super senior” who appeared so decrepit, you were concerned he might keel over at any moment. Or lay down on the court and take a nap. Close observation confirmed he was sound of mind and very alert, but his wiry and bony frame gave the mistaken impression that his movement would be stilted. You expected his reactions to be dulled and that power shots would overwhelm him. Wrong!  This “geezer” floated around the court with ease. What amazed though, what his ability to control the point so he didn’t have to move much at all. Most anything my guys threw at him came back, often at a sharp angle and below the knees. This put stress on the Austin team to deliver a similar shot. All-too-often, our best shots were within our opponent’s reach and they were able to finish the point or elicit a defensive response that resulted in an easy put-away. While the set scores were close, those of us observing the match never felt like we threatened our opponents. They exuded quiet confidence and achieved the result they expected. That old geezer walked off the court appearing none the worse for wear after nearly 105 minutes in 90 degree Texas heat. Astounding.

The well-worn idiom, “You can’t judge a book by its cover” was absolutely apropos not only for the geezer and many others like him participating in the tournament, but for the way the game itself was played. Old man’s tennis. Pshaw! I saw artistry, finesse, imagination and skill on display on every court. Like a seasoned writer who pumps out best sellers year after year, these senior tennis players authored games only decades of dedication to perfecting the craft can deliver. It was a sweet script and a senior moment that was marvelous to behold. I hope to be back next year.

LiveJournal Tags: tennis,United States Tennis Association,American Association of Retired Persons,doubles tennis,seniors tennis,idiom,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Join the crowd

Tonight I’m attending the Social Media Club of Austin meeting in the KLRU Studio on the campus of The University of Texas at Austin. The event is actually held in the Original Austin City Limits Soundstage where the iconic Austin City Limits television show was recorded for 36 seasons. Photos of artists who performed on that soundstage line the walls, as you would expect, it’s a collection of Who’s Who in the world of music during that span of time.

The format of tonight’s meeting is a panel discussion and the topic is crowdsourcing. From Wikipedia: crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to an undefined, large group of people or community (a "crowd"), through an open call. Author Jeff Howe is generally credited with popularizing the term in an article in Wired magazine in June 2006.

One of the amazing aspects of crowdsourcing is that the members of a group which forms to solve a problem are largely unknown to each other and to the person - a.k.a. the crowdsourcer - who broadcasts the problem. Individuals band together into a virtual online community and submit solutions for the group to consider. This collaboration is expected to lead to a smarter and more robust solution than can be created via most any other method (especially for the price). The reason is clear; participants in a crowd can come from all corners of the world. Members are likely to have very different backgrounds, life experiences and thought processes. This diversity creates for a rich mixture of ideas that becomes the fuel for the group’s intellectual engine. Everyone’s contribution is judged by the community on merit alone. Ultimately, the crowd chooses its best solution and sends it to the crowdsourcer, who may or may not accept it. Yay or nay, the crowdsourcer owns the solution.

Many times, the winning crowd receives some kind compensation for their efforts. It could be prizes, cash and/or recognition. On occasion, though, participants join in simply for the satisfaction of collaborating to solve an interesting or vexing challenge.

I find the concept of crowdsourcing fascinating. I look forward to the insights the panel of experts will share tonight. Perhaps it will inspire me to use crowdsourcing on a project, or better yet, to become a member of a crowd. Too bad any crowd I join won’t be performing on the soundstage at KLRU.

LiveJournal Tags: social media club of austin,the university of texas,KLRU,Austin City Limits,crowdsourcing,Wired,Jeff Howe,crowdsourcer,Wikipedia,cultural diversity,intellectual engine,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Where is the love?

An opinion piece in the September 12th issue of Ad Age addressed why Chief Marketing Officers get so little love. CMOs have a shorter career life span in corporations than CIOs, it seems. This is not a new phenomenon, however, recent high profile dismissals at B-to-C global enterprises underscore how difficult it is for marketing executives to keep their seat in the executive suite when key performance metrics their companies fail to beat.

Maybe, the author, Mr. Jonathan Salem Baskin, suggests, the CMOs deserved to be jettisoned. Why? Because they put too much emphasis on brand equity, building long-term communities and controlling the conversations with the various publics and underperform where it really matters. Mr. Baskin argues that new CMOs fail to focus (or put enough focus) on driving revenue. After all, he wisely points out, companies exist to make money.

Seriously? Marketing’s top officer is giving sales revenue short shrift? If that’s the reality at the top echelon of the profession, marketing will never get any respect.

Another contributor to the quick ouster of CMOs, he contends, is a lack of recognition or acceptance that marketing doesn’t own the marketplace anymore. Conversations are happening all over the corporation and most are much more compelling (than marketing’s) because these conversations lead to purchases. Apparently, marketing puts the emphasis on getting customers to talk about branding. Proving a direct correlation to sales revenue is nearly impossible.

Mr. Baskin’s final argument is that the Internet “makes everyone an expert on everything. This is particularly an issue with marketing….” Uh, the Internet didn’t create that mindset. It’s always existed, the Internet merely exacerbated the problem. I worked for an enterprise that added corporate communications to the job scope of a VP of Operations. This person had never worked in that capacity, but she claimed she had an aptitude for the function and was a quick learner. The same company moved an admin with little training and no related degree into a mid-level marketing communications role. Education and experience be damned.

That’s a perception problem the CMO must help change. But as Mr. Baskin points out, it shouldn’t be at the top of the list, especially for a new CMO. The bottom line is the bottom line should be the priority. First, foremost and always. Focus on the strategy of marketing and how it will drive sales revenue. Do that quickly and successfully and CMOs won’t have to continually justify their existence.

Until CMOs figure that out, they, and by extension all of marketing, will continue to get no love.

LiveJournal Tags: Chief Marketing Officer,Ad Age,Jonathan Salem Baskin,lead generation,sales revenue,branding,customer conversations,marketing strategy,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

A friend in need

Mobile phone voicemail:  You have 1 new message. First message…

“Hey Brian, this is Paul. I have a question for you that you are well suited to answer. I’m talking to a company about contracting for a week or two. I don’t know what to charge for a consulting fee and I want to bounce some thoughts off of you.”

Wow, that’s huge.

I’ve been a consultant for two years and I know the going rate for my profession, but giving advice to another who works in a much different field can be dicey. I thought about it for a bit and called him back.

He described the opportunity to me and it sounded quite exciting. The prospective client was offering him a plum project with enormous responsibility. I asked him if he had a consulting contract or if the company had sent him a work agreement. No to both questions. Be sure to have an agreement in writing and signed by both parties before you start work on the project. This is important! Make no assumptions and be careful about trust. It can get you burned.

We discussed the general contents of the contract document and I promised to send him my template when I could get to my computer.

We then talked money. He told me what he thought he should charge per week.

Gulp.

Without question, I knew his rate was too low. In my field the rate he stated is low and I was convinced his contribution was going to deliver significant measurable value. I suggested asking for more. In fact, I encouraged him to ask for more than he thought he could get. You never know, you may get a yes, I said. If the client balks, at least you’ve set a negotiation starting point that is above the rate you are prepared to accept. He agreed.

This situation couldn’t have had a better result. He submitted a higher rate and the client agreed. Now that’s winning.

There’s nothing like helping a friend.

LiveJournal Tags: consulting,contracting,client negotiation,written agreement,rate,winning,friends,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Tennis anyone?

I am on my way to Tyler Texas today to play in the USTA Texas Section Championship tournament this weekend. My team qualified by winning our league championship in Austin. I’ve played on teams in USTA leagues in Columbus, Ohio, Flower Mound, Texas and here in Austin since the late 1980s. This is the first time my team has qualified for sectionals. I’m very excited.

At sectionals, there are three flights with four teams in each flight. My team is in flight one along with the winners out of Waco, Corpus Christi and San Antonio. Flight two has teams from Fort Worth, Amarillo, North Houston and Beaumont. Flight three has teams from Dallas, Midland, Houston and Northeast Texas.

If Austin is 5-0 in the Wins/Losses columns come Sunday evening, it’s on to Nationals!

We are guaranteed three matches: one on Friday and two on Saturday. Each team fields three lines of doubles for each match. Win two lines and you win the match. If my team wins our flight, we play in the semis on Sunday morning and either the consolation round or the finals thereafter. The champions automatically qualify for the USTA Nationals tournament, October 14 – 16, 2011 in Indian Wells, California.

It’s a big weekend for tennis. I’m about packed and ready to go. There’s no doubt I need to bring my “A” game to help the team succeed in Tyler.

LiveJournal Tags: United States Tennis Association,USTA,Texas Section,Tyler Texas,USTA Nationals tournament,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

It’s time to go to the social

I have a marketing group networking social today. That’s a fancy description for a happy hour. The sponsoring entity is the Austin Marketing Syndicate, a professional organization I co-founded soon after the economy cratered in Q4 2008 that left so many of us on the sidelines out of work.

Membership in the Austin Marketing Syndicate (AMS) was robust throughout much of 2009. Attendance at our weekly meetings was between 25 and 35 people. The executive committee I sat on prepared an agenda for each meeting that focused on learning and career development. We delved into most every traditional marketing discipline, but put extra emphasis on the new social media tools that were getting serious traction in corporate America. Every meeting provided value for me, and based on the energy and interaction of the attendees, it was clear most everyone agreed. Seeing the same faces at the next meeting removed all doubt.

All of that talent needed a purpose, too. So we aligned ourselves with the Ronald McDonald House-Austin and offered our services pro bono. The charity was all-too-happy to accept and we were put to work. An AMS committee wrote and submitted the application that won the Ronald McDonald House a $10,000 Google AdWords grant. Members wrote content for their website. The Syndicate has raised over $3,000 for the Lights of Love 5K annual fundraiser and we’ve provided pre-race preparation and race day staffing for the event. Throughout the year, we call attention to the charity’s mission and support their social networking efforts. It’s a wonderful and very rewarding relationship.

In 2010, hiring picked up and it seemed that at every meeting someone announced they landed a new job. Good jobs that paid well. It was exhilarating. Finally, it seemed we had turned the corner and marketing was needed, desired and valued again to develop strategies, manage product portfolios and customer relationships, launch programs and help drive revenue.

During much of 2011 the hiring trend has continued. New faces appear at our bi-weekly AMS meetings and occasionally someone announces they have a new job. And we continue to support Ronald McDonald House-Austin.

The icing on the cake is the quarterly AMS networking socials. Alumni members are invited and it’s exciting to hear their war stories. Most are doing very well and I’m thrilled for them. I’m also grateful they remember their colleagues at the Austin Marketing Syndicate and take the time to share their time with us.

I need to wrap this up. It’s time to go to the social.

LiveJournal Tags: Austin Marketing Syndicate,networking,social,professional development,Ronald McDonald House-Austin,rmhc-austin,Lights of Love 5K,Google AdWords grant,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Who wears a watch anymore?

While playing tennis on Sunday, I heard one of the guys brag that he hasn’t worn a watch since he was 19. The man is in his 50s. Really? That struck me as odd. I love watches. I remember as a boy of around ten years old getting a Timex and thinking it was the coolest gift ever. I put it on my wrist and couldn’t stop staring at it. You’d think I was looking at the face of the most beautiful woman on the planet.

That affection for wrist watches didn’t wane over the years. Slowly, I acquired a number of time pieces. Nothing fancy. In fact, at least half of my very small collection are novelty watches. Some were gifts from my wife, others, I purchased.

The second watch on the left was awarded to my dad upon retirement after 42 years with the same company. It might just be the cheapest watch in the lot, but also, the most treasured. That same affection goes for the pocket watch. I don’t know the story behind it because I found it amongst my dad’s belongings after he passed away. I know it is 105 years old. My father was born in 1925, so that suggests it was owned by his dad. Cool.

Like the collections of ties currently gathering dust on the tie rack in my closet, my watches reflect my personality. As you can see, I have two M&M’s watches, a Baskin-Robbins 31 flavors ice cream watch, a Snoopy watch, a Bugs Bunny watch, a holiday watch, and a keyboard watch. Could owning watches that convey youth have anything to do with why I don’t look my age?

When I acquired a cell phone, I stopped wearing a watch. Now my watches spend most of their time in a drawer in my night stand. My friend’s comment, though, has me thinking I should pull them out and put them to use again. And maybe add a new watch this Christmas, and again on my birthday. It will be interesting to see how my tastes have changed with the passage of time.

LiveJournal Tags: time,watch,time piece,pocket watch,Timex,M&M's,Bugs Bunny,Snoopy,Baskin-Robbins,31 flavors,ice cream,dad,grandpa,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

A day like most any other day. Almost.

I spent the tenth anniversary of the September 11th terrorist attacks going about my life like most any other day.

Almost.

I started the morning a bit differently. I set the alarm to wake me up early so I could watch a portion of the ceremonies in Washington D.C. and Pennsylvania. After brushing my teeth and washing my face, I went downstairs and fired up the television. As my Samsung TV went through its two minutes and thirty seconds warm-up, I hung the American flag.

I returned to the family room and watched as the ceremony at Ground Zero took place. My heart hung heavy and those familiar emotions washed over me as I recalled that horrific day.

I sat and listened. And reflected. Life in America has changed some since September 11, 2001, but in more ways than not, it has remained the same. As President Obama remarked:

"These past 10 years have shown that America does not give in to fear," he said. Nor to suspicion or mistrust or sacrificed values, he said.

"Our people still work in skyscrapers," Obama said during an evening ceremony centered on American hope and resilience.

"Our stadiums are still filled with fans, and our parks full of children playing ball. ... This land pulses with the optimism of those who set out for distant shores, and the courage of those who died for human freedom."

We always remember. We pay our respects. And we honor those who died on September 11th, 2001 by living each day to its fullest.

As the names of the 2,983 who perished on that day were read, I spent another moment in thought, and then turned off the television. I had a tennis match at 9:00 a.m. and it was time to get on with my day. A day that’s like most any other day.

Almost.

LiveJournal Tags: September 11,9-11-2001,Ground Zero,Twin Towers,the Pentagon,Shanksville,ten year anniversary of 9-11-2001,2983,President Obama,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer,blogging

Whatever your taste in music, you’ll find it here

I have the good fortune of living in the self proclaimed Live Music Capital of the World®. It’s not bluster or a slick marketing slogan; if it isn’t the truth, it’s pretty darn close. Just about anywhere you go on any given evening in Austin, Texas you can find an artist or a band performing. I’m not talking about a bunch of young pups learning their chops at the expense of your hearing and love of music. The performers are young, old and all ages in-between and play about every style of music known to humans. Often times, their talent is off the charts.

Two signature events that bolster the city’s claim to fame are South by Southwest (SXSW) and Austin City Limits Festival (ACL Fest). For ten days in March, the best minds and talent in the world come to Austin for SXSW to celebrate film, interactive media and music. According to the SXSW 2012 website: “At SXSW 2011, over 16,000 music industry professionals attended compelling panels, industry discussions, demo listening sessions, trade show exhibits, and our first year of an expanded six nights of music by just over 2,000 acts representing 57 different countries, performing at over 90 venues in downtown Austin, Texas.” Immense aptly describes the scale of this event. You owe yourself this experience once in your life.

Six months later, the Austin City Limits Festival brings musicians from all over the world for another music extravaganza. From the event website: The Austin City Limits Music Festival is an eight stage, three-day music festival that takes place in Zilker Park, Austin, Texas. The festival not only features “130-plus artists from across the globe, but amazing local eats and wares, fun for the kiddos, green goings-on, and other cool activities to entertain you for three magical days.” It’s a wow weekend that also needs to go into your bucket list.

If you enjoy music (and who doesn’t), come to Austin next March for SXSW 2012 or in the fall for ACL Fest. If you prefer a less frenetic scene, then just pick a weekend and come on down. Whatever your taste in music, you’ll find it here. You’ll also find phenomenal restaurants, hotels, shopping, museums and recreation to round out your trip. Check it out:

Get your groove on in Austin, Texas

Austin is a wonderful place to visit. The music you take in while here will become the soundtrack of your memories. I think you’ll agree as you leave that the city of Austin truly is the Live Music Capital of the World.

LiveJournal Tags: Live Music Capital of the World,Austin Texas,musicians,live bands,artist,South-by-Southwest,SXSW,The Austin City Limits,Festival,ACL Fest,Zilker Park,The Bucket List,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer

Hey! What’s the big idea?

When I worked in a very talented corporate communications department in the DFW metroplex, one of our creative agencies, which is still in business today, had the moniker What’s the Big Idea? I loved the agency before I met anyone on the account team because the name so resonated with me. As a creative, I always believed that every campaign required a big idea to give it life.

An idea is the seed from which a campaign is grown. It doesn’t matter if it’s a small seed or a big seed. What’s important is how well nurtured the idea is and that it is allowed to grow. As espoused in The Columbian Orator, “Tall oaks from little acorns grow.”

But oaks don’t become mighty overnight. One of the challenges all creatives face is the pressure to produce quickly. Like a tree, fast-growers often die young. They simply don’t develop the root system and a strong base to support the rest of the tree. Limbs are weak and some don’t take at all. There just isn’t enough vitality within for the tree to flourish.

So too can be the fate of a big idea. When building out your campaign, you need to socialize your idea throughout the entire organization. Each business unit, product line and service line must understand how the idea and associated campaign will support their business objectives. Listen to the feedback these constituents provide. You’ll hear some great suggestions. Work the relevant ones into the campaign and communicate it back to the sources. You’ll secure the broad support across the organization that will ensure the idea doesn’t get thrown into the wood chipper before its time.

LiveJournal Tags: big idea,advertising campaign,little acorns,mighty oaks,The Columbian Orator,Caleb Bingham,progymnasmata,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer

Samsung blue

I’m a fiscal conservative who prefers to buy only what I need. Growing up in a large family and settling for hand-me-down everythings conditioned me this way. So I am not frivolous with my money, and rarely do I indulge myself.

Don’t get me wrong. I do live in a fantastic home that we built (it’s in a hoity-toity neighborhood that is so not me) and I have nice flat screen LCD televisions and a recently-purchased multi-core computer. I occasionally add items to my wardrobe, though not often enough for my daughters’ likings.

When it comes time to upgrade or replace a big ticket item, I am very thorough in my research. I look for the brands in my price range that are known for quality and reliability and narrow my choices down to two or three. I then I shop around for the best deal. I expect this product to last up to a decade or longer.

So imagine my dismay when my 40” Samsung LCD television, purchased in mid-2007, began acting wonky a few months ago. I’d fire it up via remote and rather than come right on, it would seem to hang. I’d hear clicking and see a little red light blinking, but no picture. Between 30 and 40 seconds later, the picture would finally appear. This problem only worsened and now it takes two and a half minutes for the picture to appear. Literally. I timed it.

I had to take action. I called 1-800-SAMSUNG and the recording said the wait time was infinity. I’m a patient man, but that’s too long, so I did as the digital voice encouraged and went to their website to initiate a chat session with a Samsung agent. I had never done a chat session for a customer service issue, so I didn’t know what to expect. I can tell you I didn’t expect what I got. Let’s just say it didn’t go well.

Here’s the almost completely unedited script of the chat session (I did change the agent’s name and neutered telephone numbers and email addresses. That’s fair, right?)

Please wait for a Samsung Agent to respond.

You are now chatting with 'Chevette'. There will be a brief survey at the end of our chat to share feedback on my performance today.

Your Issue ID for this chat is XXXXXXXX

Chevette: Hi, thanks for reaching out to Samsung tech support. How can I help you today?

Brian: TFT-LCD Television, 40" model from 2007 is taking 2 mins. 30 seconds to power on. This has been escalating for months.

Brian: I've researched this issue and see it is a common problem with the capacitor on the main power board.

Chevette: I’m sorry to hear that. Let me help you with the issue.

Chevette: Let me know the Samsung TV complete and exact model code you have. You can find the model code on the label attached on the right side edge of the TV.

Brian: Model # LN-T4061F

Chevette: Could you let me know since when you're experiencing this issue with the TV?

Brian: Ah, for several months. I'm a patient individual...to a fault.

Chevette: Please confirm, whether the TV is connected to the surge protector or any other device for  power?

Brian: No power supply or surge protector.

Chevette: I recommend you turn Off the TV and unplug the TV from the power outlet wait for a minute  or so and then re-plug it back directly into the power outlet on the wall and power on the  unit and check whether the same issue persists.

Brian: I've done this dozens of times. Problem still exists.

Chevette: Let me know once you are done with the above procedure.

Chevette: Have you also tried connecting the TV to different power outlets and checked?

Brian: Yes.

Chevette: Have you registered the TV online with Samsung?

Brian: I may have...don't recall.

Chevette: Please provide me with the e-mail address and the phone number you've provided for registering the TV online with Samsung.

Brian: Just confirmed that I did register the TV.

Brian: briancurabitur@ligula.arar.com 555-555-1234

Chevette: Let me check for the details and provide you with the information.

Brian: I need to update the telephone number...I disconnected that number.

Chevette: Please provide me with the new contact number.

Brian: 555-555-5432

Chevette: Let me know the exact date of purchase of the TV. 

Brian: I'll try to dig that up in my files. I know it was four years ago at Best Buy and I'm fairly confident it was in August...going to my files now.

Chevette: Sure, go ahead.

Brian: Found the receipt: August 5, 2007.

Chevette: Thanks for providing the information.  (pause)

Chevette: Thank you for holding. (longer pause)

Chevette: I'm sorry to make you wait. (even longer pause)

Brian: I'm still here...

Chevette: Based on the information provided, your  TV needs to be examined by a professional service technician to fix the issue. 

Chevette: You need to file an online service request for the TV using the link below to get it serviced:

Chevette: http://www.samsung.com/us/support/service/request

Chevette: Can I help you with anything else?

Brian: Okay. I'll submit the request. Anticipating that this is the capacitor, I trust Samsung is going to cover the service call and the cost of the part?

Chevette: Not really, as the TV is out of warranty you'll be charged for service.

Chevette: Do you have any other questions for me?

Brian: Not cool. This is a known product quality issue. I've seen this problem discussed in forums all over the Internet. If Samsung won't replace a part that failed on a massive scale at your cost, I can promise you I won't be purchasing a Samsung product again.

Chevette: Samsung aims to consistently deliver a professional products and services to it's customers. As Samsung would stand behind it's products, it is providing one time free service for few TV models with power issues and you TV does not qualifies for this free service.

Brian: Not a customer retention policy. Consider me a lost customer. When I replace my 3 Samsung TVs, they'll have a different brand name.

Chevette: I’m sorry to hear that. However, I don't have the option you're referring to, being a Live Chat agent these are my options.

Chevette: Is there anything else I can assist you with?

Brian: No. We're done.

Really? Samsung decided my TV didn’t qualify for a free repair? I was shocked. Angry and shocked. I did not expect to be stonewalled. It was incomprehensible.

I decided to walk away from this for a while and then review the chat script in a more calm state of mind.

There it is. I believe the chat agent gave me a clue to my next play. Chevette wrote: “I’m sorry to hear that. However, I don't have the option you're referring to, being a Live Chat agent these are my options.”

She’s telling me Live Chat agents don’t have much authority. Her hands are tied. Without explicitly saying so, I think she was encouraging me to take another route.

Excuse me. I believe I need to make a phone call. A long wait will not deter me. As Buzz said; “To infinity and beyond!” Wish me luck.

LiveJournal Tags: Samsung,customer service,customer retention,Live Chat,capacitor,Buzz Lightyear,Tim Allen,Toy Story,writing assignment,key messages,copywriting,ghost writing,ad copy,freelance,marketing communications,social media writer

Limericks? Or lemonricks?

I love whimsical limericks.  I have a Little Golden Book titled Pocketful of Nonsense by James Marshall that is a wonderful collection of rhymes, ditties and limericks. I keep this children’s book at my desk and pull it out when I need to lighten and brighten my day.

I mean, how can this not put a smile on your face?

It gets even better with this one:

These James Marshall originals are so very clever.  My daughters loved it when I included Pocketful of Nonsense in the nighttime reading. The magic in limericks and other rhymes is reading them aloud and the 20 in this Little Golden Book were no exception. Plus, the illustrations are simply marvelous…a visual icing on the cake.

One day, inspiration hit me and I decided to write my own fun little limericks. These don’t follow the standard form of limericks in terms of cadence and accents, but I think they’re pretty solid efforts for a novice:

Family Limericks -- by Brian Beasley

There once was a woman named Janet
The finest female on the planet
A daughter, wife, mother and teacher
The love she gave was her greatest feature
Her fame shall be etched in granite

There once was a girl named Brooke
Who loved to read from a book
She read and she read
From morning until bed
Oh the ideas she did cook

There once was a girl named Blaire
Who did everything with such flair
She designed and she drew
A thirty color shoe
That simply was beyond compare

Apologies to Gershon Legman, Arnold Bennett and George Bernard Shaw who argue that a true limerick as a folk form is always obscene, but I couldn’t go there when writing about the special ladies in my life.

Are you a fan of limericks? Have you ever written limericks? If yes, do share in the comments section.

LiveJournal Tags: Limericks,rhymes,children's rhymes,Pocketful of Nonsense,Little Golden Books,James Marshall,Gershon Legman,Arnold Bennett,George Bernard Shaw,composition,writing assignment,key messages,copywriting,ghost writing,ad copy,scripts,freelance,marketing communications,social media writer,twitter

All play and no work

It seems only appropriate that on Labor Day I do anything but labor. I believe heading to a ball park to take in a game once dubbed America’s Pastime qualifies.

I organized a tailgate and baseball game watch event for the Austin chapter of the Ohio University Alumni Association at the final game of the regular season for the Round Rock Express. The weather forecast is mostly sunny and windy, north to northeast wind at 20-30 mph and a high of 90. That is a very comfortable day in Central Texas in September.

The pre-game tailgate itself will be wonderful: brisket, sausage, turkey, potato salad, cole slaw and beans from The Salt Lick Bar-B-Que. I’m salivating just thinking about it.

A social with friends seems like the perfect way to relax on a holiday that honors the contributions workers have made to the strength, prosperity, and well-being of our country.

Yes, take me out to the ballgame!

What do you have planned?

LiveJournal Tags: Labor Day,America's Pastime,baseball,Ohio University,Ohio University Alumni Association,Round Rock Express,The Salt Lick Bar-B-Que

An UnNatural way to spend Thursday nights

I captain a men’s softball team whose origin goes back to the summer of 2000. We were formed soon after the completion of the sale of the communications IC division of Advanced Micro Devices to a private equity firm. The new company, Legerity Inc., paid the league fee, and the Legerity Legends was born. We were a horrendous team: a collection of guys mostly in our thirties with modest-to-poor athletic “talent” and little understanding of how to compete in amateur slow-pitch softball at any level.

I didn’t organize the team and I wasn’t the manager that first season. That honor goes to Osie. He played on other teams and decided to start a company team. I remember showing up for our first game and feeling like I was seeing an adult version of the Bad News Bears. What a collection of players! We had guys in jeans, button-up shirts, Keds, boat shoes and I swear I recall one guy wearing sandals. Obviously, a bunch of these engineers thought this was a company social that happened to include a game of “pick-up” softball.

Reality set in rather quickly.

Like the Bad News Bears, that first game and most everyone thereafter that season was comedic. Unfortunately, it was bad comedy. Rarely did we threaten our opponents. They were experienced teams that knew how to score and limit their defensive mistakes to keep us from pushing many runs across the plate.

After perhaps four games, it became abundantly clear that even at the lowest level of city league softball, there were some pretty good athletes on the other teams in our league. They competed hard and wanted to win. And win they did when they played us. Handily. Oftentimes, it was a slaughter.

It was a bit chaotic that first season. We were a team lacking organization and a core of quality players. As we closed in on an 0-8 record, Osie and I talked about me assuming leadership of the team. It wasn’t much of a discussion, I volunteered and Osie gladly handed me the reins.

Eleven years later, we are now known as The UnNaturals. Three of us remain from the original roster and that includes Osie. We’ve played 333 games in 48 seasons. During that span, many faces have come and gone.  The team gradually improved as better athletes with baseball and softball experience joined. We started having winning seasons and finally earned the title of champions in the fall of 2004.  That was a glorious feeling and we celebrated with a team happy hour.

Looking back, probably the most important contributions I’ve made to the team as captain are communication, organization and establishing an identity.  Today’s rendition of the team has a special camaraderie. As Geno, the other original member of the team likes to say, “Thursday nights* are pretty much the highlight of my week.” That sums it up rather nicely for me and it’s what has me looking forward to a twelfth year.

LiveJournal Tags: softball,slow-pitch softball,Capital City Softball,Austin Texas,Advanced Micro Devices,AMD,Legerity,Bad News Bears

*The softball team has played on Thursday night every season except maybe one or two in the early years.