Weekend work

A good day of copywriting ends an excellent week that included some superlative RISE Austin sessions.

With the arrival of the weekend I abandon my desk for a day of physical labor and a day of physical activity.

Spring is in full throttle and I have plenty of work outdoors this weekend beginning with mowing the lawn. I need to put down some fertilizer and I have some weed pulling and dirt turning to do in my gardens.

Saturday evening I’ll watch the men’s 2012 Final Four. Three of the four teams are in my brackets (I picked Florida State out of the east), so I have a reasonable shot at the finals matchup I chose at the beginning of the NCAA Tournament.

Sunday afternoon I’ll be on the tennis court competing in a USTA doubles tennis match. The remainder of the afternoon and evening I’ll actually try to relax. Maybe I’ll get some pleasure reading done and add to my list of unfamiliar words.

On Monday morning I’ll be back at the computer working on content for a client website.

Be safe all, have a relaxing weekend and thank you for reading my blog.

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I’ll lend you my ear synonym girl

Words escape me.

It happens to us all from time-to-time. Some people can quickly think their way to the right phrase or word choice, adeptly filling the void with a quip or reference that keeps the listeners engaged.

I’m not one of them – yet.

Say what I mean

Grasping for words is more likely to occur for me when conversing. I suspect it is caused by flawed pacing and a bit of anxiety. Slowing down and being more deliberate in my oral delivery is a technique I am implementing to moderate success.

It’s definitely a growth area for me.

Write what I mean

As a writer, when I am searching for the perfect word to accentuate a concept or drive a point home, I comb all corners of my brain. On occasion I do come up empty or unsatisfied. It is at these times that I turn to my synonym girl.

She is the word queen and she never fails me. She is always waiting in the wings, prepared to aid me. She speaks to me in terms I understand, imparting words I can use.

My synonym girl and me, our relationship goes way back.  Earlier this year I gave her props in a post. It was small gesture. But words alone don’t do her justice, although my synonym girl seems satisfied with words alone.

Ironic, isn’t it?

Know what I mean

If only a device for the ear canal could be developed that digitally stored all of the wise words of my synonym girl. She’d listen to me speak and when I was in need of a particular word, she’d whisper the top two or three options to me.

This device would give a whole new meaning to a voice in my ear. Words might never escape me again.

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Word games people play

Authentic.

It’s another term bandied about in business and marketing so much that it is now diluted and has lost much of its impact. That’s sad because it’s a cool word. I like saying it and I like what it means and the values it represents.

The first syllable hints at how others view someone who is authentic: with awe.

Yet today, the more I hear brand stewards talk about authentic engagement with the products and services, the more my gag reflex kicks in.

Sick from overuse

If authentic has not found its way to a Buzzword Bingo card near yet, it’s only a matter of time.

The nominations for placement on the 2013 “List of Words Banished from the Queen's English for Mis-Use, Over-Use and General Uselessness” are probably pouring in in greater numbers with each passing week.

au·then·tic [aw-then-tik]  adjective

1. not false or copied; genuine; real: an authentic antique.
2. having the origin supported by unquestionable evidence; authenticated; verified: an authentic document of the Middle Ages; an authentic work of the old master.
3. entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy

Authenticity personified

To be authentic is to be true and honest; to be yourself. It’s pretty straightforward. When I interact with an individual, I want the genuine Jane or Joe. The same is true with companies and brands. Much like we felt about our peers back in high school, there’s nothing I dislike more than someone who is two-faced.

Don’t tell me you’re authentic. I’ll figure that out rapidly through observation and interaction. Actions do speak much louder than words. My advice:

Be true. Be you.™

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RISE to the occasion

If you are lucky enough to live in Austin Texas, as I am, you are afforded so many opportunities to participate in creative ventures. 

Earlier this month the city hosted hundreds of thousands of visitors from all corners of the globe at SXSW Music, Film and Interactive extravaganza. It was an absolutely remarkable event that energized entrepreneurs, software developers, artists and audiences.

Just two weeks later, the RISE organization, another Austin original, is staging free career development, consulting and training sessions for aspiring entrepreneurs delivered by aspiring and successful entrepreneurs.

What is RISE

RISE is an acronym. It stands for Relationship and Information Series for Entrepreneurs.

It’s purpose? Let’s go to the organization’s website:

RISE is a non-profit program dedicated to inspiring and empowering entrepreneurs.  Created originally in 2007 by Roy and Bertrand Sosa as a week-long, free “un-conference” for- and by- entrepreneurs in Austin, Texas, RISE has now grown into an ongoing annual program that leverages its proprietary web interface to provide one-of-a-kind resources and experiences to entrepreneurs worldwide for free.

Un-conference is another way of saying attendee driven content. Attendees vote with our commitment via online registration to attend a free session. The top vote-getters are locked into the schedule. Some proposed sessions are canceled due to lack of registrations. This is democracy in action: let the public speak.

Join in

If you can make it to Austin any business day this week, then you may be able to register for one or more of the free sessions. Check out the agenda here. There are still openings for many sessions that cover that gamut of issues entrepreneurs face in starting and driving a new business venture.

You will meet incredible and brilliant people. You will learn. You will be inspired.

In Austin, I’ve discovered that sharing knowledge and expertise, plus, giving back to the community is a philosophy put into action. It’s almost a 365x24x7 proposition - or opportunity - depending upon your point of view. It’s an infectious attitude and we all should embrace and emulate, wherever you live.

I’m in! How about you?

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An unexpected vocabulary lesson

Are you up for a vocabulary quiz?

I am reading Careless in Red, a wonderful psychological whodunit British novel by American author Elizabeth George.

I’ve always believed I possess an above average command of the English language and a fairly broad vocabulary. In a matter of just a few pages, Jones destroyed my confidence.

In just a few pages, I came across an eye-popping list of eleven words that challenged my memory and understanding of etymology. How many more words will I add to the list? 2X? 3X? It’s entirely possible since I’m only one-third of the way through the book. Little did I know the expanse of words I don’t know.

Quiz time

Grab a paper and pen and write down each word in this list followed by your own short definition:

1. lachrymose
2. anachronicity
3. execrable
4. blithely
5. niggard
6. putatively
7. joie de vivre
8. obdurate
9. casuistry
10. fecundity
11. panegyric

When you’ve finished writing the definition for each, click on word in this post and compare your description with the dictionary definition.

Your score

How did you do?

I failed miserably. I can honestly say four words and the French phrase were firsts for me. I had never seen these terms prior to crashing into them in the novel. Context should have helped me obtain a general sense of the meaning of these terms, but alas, I couldn’t conjure even an educated guess.

Perhaps reading at midnight had something to do with it. An exhausted brain has difficulty firing synapses to make critical connections.

Excuses excuses

No. I believe I have to expect an author and teacher with an English degree who writes novels based in Britain is going to have a rich vocabulary rife with words from the Queen’s English. Words I will learn and eventually work into my repertoire.

Watch out Scrabble opponents.

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Give me a break…

What an exhilarating and exhausting Friday.

This morning, I had a meeting that challenged me intellectually.

This evening, I watched my Ohio Bobcats lose a thriller to the #1 seed North Carolina Tar Heels in overtime.

I don’t know which one frayed my nerves more.

Thank goodness for the weekend.

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Let’s Face(book) it, privacy is no longer inherent…or respected

What the heck is up with employers today? From Forbes:

In their efforts to vet applicants, some companies and government agencies are going beyond merely glancing at a person’s social networking profiles and instead asking to log in as the user to have a look around.

via News from The Associated Press.

I don’t think so. Snooping through my social media posts and photo albums is akin to reading a private journal. I decide who has viewing privileges. It’s not public for a reason.

There’s enough information available and accessible by companies to build a very clear profile on me. The picture won’t be 100%, but that’s life. Some decisions require an element of faith.

No one is perfect. Regardless of how much information an employer is able to collect on an individual, there will be some tidbits that are missed…even if applicants provide the keys to their social media castle.

Face(book) it: every relationship comes with some challenges. Applicants have some warts. Employers do, too.

It’s finding the best of each other and determining if a union will enable both parties to achieve remarkable personal and business successes that should be the focus during the interview and background check process.

What’s next? Are employers going to ask for the login information for my financial institutions?

del.icio.us Tags: Privacy,respect,social media login,snooping,background check,trust,messaging,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

You mustn’t be the Etch A Sketch messenger

Politics is great theater. It also delivers priceless lessons on the importance of clarity, consistency and authenticity of message.

For example, during a conversation on messaging with a CNN reporter today, senior adviser Eric Fehrnstrom juxtaposed moving into the general election campaign with the Etch A Sketch children’s toy proclaiming, “you can kind of shake it up and we start all of over again.”

Tell me he didn’t honestly say that.

Oh, but he did, and his Republican opponents and Democrats jumped all over the statement. They are getting a lot of mileage out of it and are mercilessly pummeling the Romney campaign.

I have to ask: where is the discipline in the Romney camp? These kind of bonehead statements seem to come out of Mr. Romney’s or a spokesperson’s mouth with regularity. It’s alarming and disturbing.

I wonder if the Romney campaign’s theme song is The Cars hit “Shake it up”.

Abject lesson for business

It’s also another prime example of how talking off script can burn you. One slip-up can decimate months, if not years, of work and instantly destroy credibility.

Business and marketing communications professionals know this all to well. The best of us are on the straight and narrow at all times when publishing content for, or speaking on behalf of, our clients.

Precision in communication requires focus and mental acuity. Spokespersons must always be on message, tuned to what they are saying and how it will be received and perceived. If what we convey is true to the brand’s value proposition and the customer experience, all is well.

Unanticipated windfall

One organization that is undoubtedly thrilled with all the buzz Fehrnstrom generated is the Ohio Art Company, the manufacturer of the Etch A Sketch. Headquartered in Bryan, Ohio, which is my home town, I suspect folks there are positively giddy about the blue bird Romney’s senior advisor threw them.

"Happy to see Etch A Sketch, an American classic toy, is DRAWING attention with political candidates as a cultural icon and important piece of our society," said Nicole Gresh, spokeswoman for the manufacturer. "A profound toy, highly recognized and loved by all, is now SHAKING up the national debate. Nothing is as quintessentially American as Etch A Sketch and a good old fashion political debate.”

Who would have thought national politics would put the spotlight on little old Bryan, Ohio?

There are probably a lot of people in my home town with big grins on their faces. I’m happy for them.

del.icio.us Tags: Etch A Sketch,Eric Fehrnstrom,Mitt Romeny,Ron Santorum,Newt Gingrich,CNN,political campaign,The Ohio Art Company,Bryan Ohio,messaging,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

A well scripted day

I just spent a long day revising two software training video scripts and writing the first draft of the ninth installment in the series for a client.

One would think that with six approved scripts (the seventh was approved mid-afternoon today), a formula would be in place and the initial draft development would be straightforward, quick and simple.

Not.

Training the writer

Each script deals with a unique capability of this robust piece of software. I have to fire up the product and familiarize myself with the capability in preparation for developing the first draft. Then, I refer to a PowerPoint presentation on an earlier version of the software the client provided me. It is very helpful and enables me to put some shape to the script outline.

While writing the script, I find myself bouncing back and forth between the software, the presentation and my draft. The software is a resource hog that can be a serious drag on my laptop’s performance, especially when I toggle between applications. The screen refresh can take so long. This slows everything down, which is frustrating.

Something’s amiss

Every once in a while, as I verify that my description of a step in the software’s process is accurately described, I trip on an apparent bug or anomaly in the product. I add a Comment in the script, and then get back to writing.

Eventually, I have a reasonable facsimile of a script that flows and describes how the software capability performs and how the viewer can leverage it to be more effective. I read the script aloud, make a couple of adjustments, and save it.

Client communication

My email message to the client is formulaic, straightforward, quick and simple:

Dear John,
Attached is the first draft of script #X, “How to blah, blah, blah”.

Please note the Comment on page 2 about a possible bug.

I look forward to your feedback.

Kindest Regards,
Brian

Attach script and send.

A deadline is met and my work for today is done. That feels good.

del.icio.us Tags: video script,software product training video,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

Can you picture this?

I led a discussion on infographics for a bloggers group today. As a copywriter, the topic is a bit of a stretch for me. I’m biased, you see. I prefer an abundance of words complimented by a few visuals. Infographics seems destined to limit words in favor of an abundance of graphics.

There’s a dichotomy at play here.

A commitment is your word, though, so I put aside my personal views on the matter, conducted some additional research and crafted a presentation entitled “The Rise and Fall of Infographics”. I patterned a fair portion of it after a blog post of the same title I wrote back in December on infographics. A necessary addition to the presentation, however, was a brief (very brief) discussion on the history of infographics.

In addition, it was important to update some of my examples, since many infographics are on issues of the day. Therefore, some are stale after 30 days, and a significantly higher percentage are very dated after three months.

The upshot

The discussion went very well. Attendees were very engaged and asked some excellent questions. As is always the case in a professional organization, I learned some things from my audience. I will incorporate these data points into my presentation in the next few days.

This topic remains very popular, it seems. I’m thinking I may need to be careful here. If my presentation is too well received and word spreads, I may be invited to speak to other organizations.

I’m already scheduled to present on the topic at the Austin Marketing Syndicate on Thursday and at a RISE Session on Tuesday, March 27.

I may gain a reputation as a knowledge authority on infographics. Imagine that: a copywriter who can barely draw stick figures, an expert on infographics.

Can you picture this?

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A little bit of work & a lot of live music

What a day!

Sure, there was a spate of copywriting work in the morning. I finished up a video script and sent it to my client. I then did a bit of project administration and housekeeping before shutting down the work week.

It was time to go play.

Off to Maria’s Taco Xpress and some live music, courtesy of Sin City Social Club. What a lineup! My wife and I arrived around 2:45 p.m. and The Record Company was on stage. What a wonderful band, and they just kept getting better as the afternoon gave way to the evening.

We stayed for six hours and saw the following performers:

2:45 The Record Co. (Los Angeles, CA)
3:15 Ken Stringfellow - (The Posies, Big Star and REM) - (Paris, FR)
3:45 Ponderosa (Atlanta, GA)
4:30 Deadman (Austin, TX)
5:15 Mike Farris (Nashville, TN)
5:45 Deadstring Brother (Nashville, TN)
6:15 Shurman (Austin, TX)
6:45 Mike Stinson (Houston, TX)
7:15 Jesse Dayton - (Austin, TX)
7:45 Two Hoots & A Holler (Austin, TX)
8:15 The Whiskey Sisters (Austin, TX)

It was a superb mix of musical styles delivered with tremendous verve and passion. I love live music and these bands and musicians only made me crave for more.

I have to admit, I was a bit distracted from 6:00 p.m. until Jesse Dayton finished his raucous set. I had one eye on my smartphone tracking my alma mater, Ohio University, in the NCAA Basketball Tournament. Their first round opponent was Big Ten co-champion, Michigan Wolverines. The Ohio Bobcats, a so-called mid-major team from the Mid-American Conference (MAC), pulled off the upset victory, 65-60.

A little bit of work. A lot of live music in Austin, Texas in the company of good friends. And my Ohio Bobcats knock of a Big Ten power in the NCAA Tournament.

As I expressed in the first sentence of this post…what a day!

del.icio.us Tags: Maria's Taco Xpress,Sin City Social Club,Ohio University,Ohio Bobcats,MAC,Big Ten,University of Michigan,Michigan Wolverines,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

Help! I’m drowning in content

Content, content, content. Marketing organizations are pumping out so much content it’s becoming a commodity.

This is annoying and has the potential to cause your customers to tune out.

To what purpose?

Content is valuable if it imparts knowledge, makes your customer’s lives easier and reinforces your value proposition.

And that’s the point, isn’t it? All of your content should be telling a story where your brand is the hero. The problems described may be vastly different, and how they are solved may be unique and unrelated, but each tale must reinforce what makes your brand compelling and unique.

Each read should convince the target audience that your brand is the best choice for “X”. In some cases, it may be a specific benefit that only your brand offers. In other cases, such as where it’s a crowded market, take running shoes, for instance, it may have something to do with a personal value, like a race for a cure.

Other methods for imparting value via your content was described recently in this post.

Be pithy

Brevity is in. Write with clarity and focus on precision in your communication. Leave no room for interpretation. Say it in as few words as possible. Be crisp, clear and concise.

And please, don’t repeat yourself over and over again. In other words, don’t be redundant.

Get the point? People are busy. Get to the point and be content with your content. Then get out.

del.icio.us Tags: content marketing,information overload,customer-centric,thought leadership,copywriting,precision in communication,ghost writer,ad copy,freelance,marketing communications consultant,social media writer,blogging,blogger

Of news and nonsense at SXSW

It’s South by Southwest (SXSW) time in Austin. The events began on March 9 and runs through March 18. Film, Interactive and Music.

There’s so much noise coming out of downtown Austin, it’s difficult to filter the news from the nonsense.

If you are a communications professional for a brand at SXSW, how do you get noticed? Do you initiate a full-on social media assault, hold a special event, hire temporary staff to work the crowds throughout the SXSW venues or resort to gimmicks? Do you publish content each day during SXSW hoping to ride the coattails of others announcements adjacent to your market and product offerings?

All of the above…and more?

Other than pumping out useless dribble, most any article, blog, video or other observation piece will get some traction online.

An industry event like SXSW (or CES) carries so much cache that you should publish…often. Just make sure it’s strategic, interesting, insightful, unique, and worthy of your brand.

Now if you’ll excuse me, I’m headed downtown to take in some live music. If I see or hear anything of interest, perhaps I’ll blog about it here. Rest assured I’ll try to avoid the nonsense and not end up becoming part of the news.

del.icio.us Tags: South by Southwest,SXSW,interactive,film,music,Austin Texas,copywriter,precision in communication,ghost writer,ad copy freelance,marketing communications consultant,social media,social media writer,blogger,blogging

Customers can handle the truth

“Do you swear to tell the truth, the whole truth and nothing but the truth?”

In the U.S. courts of law, a person called to testify is expected to be completely honest and forthcoming with their knowledge. The information the individual conveys may bring justice for the aggrieved, or it may save lives, aid the government or protect property. Absolute truthfulness is the right thing to do.

Yet we know all-too-well that omissions and outright perjury is so rife in judicial testimony that the truth is sometimes treated as an imposter, unrecognized by those desperately seeking it while staring it in the face.

Truth in commerce

How different is truth treated in the corporate world? Complete openness and honesty in today’s business vernacular is called being transparent:

trans·par·ent [trans-pair-uhnt], adjective

1. having the property of transmitting rays of light through its substance so that bodies situated beyond or behind can be distinctly seen
2. easily seen through, recognized, or detected

To be transparent is to hide nothing. We hear the buzzword bandied about in speeches and press releases all of the time, but is it realistic, wise or even possible to be completely transparent in business?

Truth and consequences

When confronted with a disruption of service or product quality issue that impacts your customers and ecosystem, is it policy to be forthcoming with the whole truth, or do you omit details that may compromise your reputation or are simply embarrassing?

It’s a delicate balance: protecting your reputation while ensuring that you release the requisite information so your customers can assess and make critical decisions to protect their interests.

The wise choice is to admit the error, deliver the facts, share all information that your customers need, apologize and commit to learning from the mistake. Throw your resources at fixing the problem and helping customers with any fallout they suffered.

Any consequences your business endures will likely be short-term. Honesty and integrity are admired and are usually rewarded.

Truth in action

It shouldn’t require reciting an oath to be direct, forthcoming, honest, concise and contrite. If there’s ever a time for precision in communications, a crisis is that moment.

del.icio.us Tags: crisis communication,transparency,transparent,customer communication,corporate communications,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Keeping your communications house in order

So I started the day with a specific plan in place. After completing a couple of tasks and recording my work on the project sheets I stepped outside to take in the beautiful spring day in Austin. As I walked along the back yard soaking in the sun I thought to myself, what a perfect first day of Spring Break and fourth day for SXSW going strong downtown.

A quick glance at my house disrupted that train of thought.

It also disrupted my day, although that wasn’t immediately apparent when I judged the extent of work ahead of me.

Getting antsy

What caught my attention was an army of ants soldiering up the side of my house. I quickly surveyed the situation and knew I needed to get a ladder and a can of ant spray. I returned, climbed the ladder and began spraying. I have a two story and as I followed their path I kept aiming higher and higher. And then I stopped. There were hundreds and hundreds of ants at the roofline entering the house via a vent and a seam in the soffit. They were well out of reach. I needed my 24' foot extension ladder.

Setting up the extension ladder was no easy feat. I have a large live oak six feet from the house. I occasionally trim the canopy to keep the branches from scraping the house, but the last trim was at least nine months ago. While the clearance was narrow, I did manage to get the ladder stabilized.  Up I went 18 feet and began spraying.

As dead ants dropped to the ground, peered along the roofline.

Oh no.

Further disruption

Roof fascia damage from a branch rubbing against it in the wind. More unplanned work that couldn’t be delayed. 

Several hours later I had a pile of branches, a very stiff neck, sore shoulders and tired legs. I also had many items on my checklist that didn’t get completed.

And that made me think about responding to disruption in the market. What will you do when a competitor makes a significant product introduction that fires the imaginations of the market, press, analysts and even your customers and partners?

Communications mayhem

How will you respond? What will you say? What will you do? What will you publish?

Will you throw an army of marketers and communicators at the problem? Will you release a raft of content designed to take the air out of you competitor’s sails? Will you go for quantity or quality?

When I put it that way, the answer seems obvious, doesn’t it?

Ultimately, the communications strategy you put in play should not deviate in tone of voice, or from your value proposition or your key messages. In some way you’ll need to address your competitor’s announcement, probably indirectly through a reinforcement of your own strategic direction, portfolio of solutions, and roadmaps.

Stay the course

Be crisp, clear and concise in your response. Precision in communications matters most in a crisis.

A carefully constructed and consistent conveyance of calm assurance in your communications will be far more impactful than cutting a conveyor belt of confusing clutter.

That will serve only to undermine your credibility and throw your marketing and communications strategy (and teams) off plan.

Both will cost you more than it’s worth.

del.icio.us Tags: corporate communications,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Austin Texas welcomes you to South by Southwest

South by Southwest, a.k.a. SXSW, the international film, interactive and music conferences and festivals, kicked off its ten day run today. Unbelievably, Mother Nature decided to blow in a powerful cold front that dropped the temperature from a high of 82 yesterday to a high of 46 today. She also parked a low pressure system in New Mexico which has been pumping rain and thunderstorms into Austin since early this morning.

Nothing, however, will put a chill in the atmosphere or dampen the spirits of all who partake in the ten day extravaganza.

I will be seeking out some free interactive events this weekend and early next week. My favorite part of the show, though, is the music and it begins on Tuesday. I can’t wait.

Anyone who loves the arts owes it to himself or herself to make the trip to Austin, Texas at least once for SXSW. You’ll love the creativity, kinship, energy and the vibe that permeates every square inch of every event venue.

It will be the most memorable Spring Break of your life. Welcome to Austin Texas.

del.icio.us Tags: South by Southwest,SXSW,interactive,film,music,Austin Texas

Just follow your nose

Vindicated!

My wife complained years ago that Abercrombie & Fitch was pumping a fragrance through the ventilation system. She walked into their store and almost immediately her olfactory went on high alert. The scent in the air was too sweet and too strong for her. “They’re pumping perfume through the vents,” she exclaimed. She turned to another customer in the store for confirmation. “Do you smell it?” Without waiting for confirmation, she headed toward the door. “I have to get out of here.”

Our daughters were astonished. “They can’t do that,” they insisted. My wife would have none of it. She knew what she sensed in the air and it was overpowering for her.

Until this week, that experience was brought up occasionally by our daughters to poke a bit of fun at their mother. Now we know they owe their mother an apology.

We also now know that scent diffusion is a marketing strategy that has been deployed in retail outlets, hotels, law, doctor and dental offices and in the cabins of jets flown by major airlines for quite some time.

In an article in this week’s AdWeek online, experts tell us that just a few microparticles is all it takes to do a lot of marketing’s heavy lifting, from improving consumer perceptions of quality to increasing the number of store visits.

Of course, this olfactory strategy can result in a negative customer experience, as was the case with my wife. That Abercrombie & Fitch store visit was abruptly terminated not only because my wife has a heightened sense of smell, but also a delicate sensitivity to some aromas that can bring on undesirable reactions.

It’s a virtual lock she isn’t alone. But how large is this population and what are their rights? Do organizations  that use scent diffusers have an obligation to inform these people that they are pumping a scented oil into the air?

If you argue against, then how about at least a courtesy notice stenciled on the entrance door, or printed on a small placard at the checkout or customer service counter or the reception desk? Is that too much to ask?

Or will activists defending the rights of folks like my wife have to push for legislation or legal proceedings to secure vindication?

Let’s hope it doesn’t have to go that route. Enlisting the aid of politicians or lawyers is a “nose-tion” that sort of leaves a bad odor in your whiffer, doesn’t it?

del.icio.us Tags: AdWeek,atomizer,diffuser,scent,scent diffusion,smell,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,bloggingcommunications

The sniff test goes retailing

Follow your nose has taken on a new meaning for me. Little did I know that brands are diffusing scents in the air in retail stores in an attempt to influence if, what and how much customers spend.

I’ve walked into plenty of women’s beauty aids stores where perfume smells hung heavy in the air, but I expected that because they had sales counters with the major brands on display and testers in easy reach.

It turns out there’s plenty of science that proves that at subtle, almost undetectable levels, scenting the air influences purchase behavior and increases store revenue.

Who knew? The folks at ScentAir and Scent Marketing Institute for starters. They adamantly believe diffusing systems are filling the air with all kinds of money-making ambient scents that positively affect the consumer shopping experience.

The scent of money

The AdWeek article Something in the Air opened my eyes to how pervasive scenting the air is in retail establishments. Major retailers have invested big bucks in the systems that disperse an ambient smell. They stand behind the decision because their data shows that many customers notice and like certain aromas. That keeps them in the store, and when the hang around, they tend to buy.

“If you introduce a scent, customers will linger longer. And if they do, purchase intent goes up.”  - Steve Semoff, co-president, Scent Marketing Institute.

Plug your nose

Not everyone is a fan. Some argue that for folks with allergies and other health issues, even nearly imperceptible levels are unacceptable. No one knows about cumulative effect, they claim. The science is too new. Furthermore, they believe stores and brands have a responsibility to disclose that they are spritzing the air. Presumably because not everyone has a sensitive olfactory, and everyone has a right to know what they are inhaling.

Ooooh that smell

“The technology has advanced to the level where anyone can do it.”

Oh boy, that notion scares me. I don’t want to walk into a pharmacy and have a scent designed to incentivize purchases lingering in the air. Even at one part per million, that would be unacceptable.

Seriously though, I’m curious where you stand on scenting the air. For? Against? Indifferent? Do you believe retailers have an obligation to inform consumers? Do you believe the science or are you dubious?

Share your thoughts in the Comment box. Thank you.

del.icio.us Tags: AdWeek,atomizer,diffuser,scent,smell,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Gimme action, not words

Do actions speak louder than words in brand marketing? The answer seems obvious, doesn’t it?

Which would you rather have, word of mouth, or word of action marketing?

Word of mouth

Word of mouth is well understood and clearly is exceptionally valuable. Your customers as your ambassadors is quite powerful. There’s built-in trust with their familial, social and professional networks. That trust does convert to revenue and new customers.

Word of action

Word of action moves beyond the endorsement and into actual consumption. Your customer does speak for your brand, but she also puts her attraction for your brand on display by consuming it and purchasing it for others. Often. This person also cajoles others to purchase your product. Often. Or at least while in her company.

This individual takes ambassadorship to a new level. She couldn’t be more loyal if she were your employee. And make no mistake - the passion is real, strong and genuine. It’s also infectious and attracts like-minded fans. All of this scales to more revenue and more customers.

So how do you engage word of action brand ambassadors to expand their reach and assure alignment with your branding initiatives? Please share your experiences and thoughts in the Comment box.

del.icio.us Tags: word of mouth,word of action,brand ambassador,brand endorsement,brand engagement,brand passion,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

Are you content with all that web content?

My phone pops up a warning message when storage space is getting low.

I know the feeling. It seems daily that I am getting the same message from my over-taxed brain. There’s simply so much content being pumped onto the web every day, it’s a bit dizzying. Just sifting through it seeking something useful consumes valuable time.

If this is happening to me, I shudder when I think how much content must be flung at sole proprietors and decision-makers in SMB and large businesses. These poor folks must be overwhelmed. They are very busy trying to run a business, provide a differentiated product or service and exceed customer expectations. They have little time to devote to reading useless information.

Publish or perish

So the big question is: Is it vital for companies today to publish fresh content regularly? Do their customers and prospects want to hear from them daily? If yes, what content do they desire?

By answering the last question first, I believe I’ll answer the others. I’d think content that educates and inspires the customer or prospect in some way would be most valuable and welcome on a frequent cadence. Here are five examples that seem to me to be no-brainers:

Customer stories

People love seeing how other customers succeed using a product or service. If delivered in the words of the customer with tangible and believable results included, your brand will be golden.

Tutorials

Learning a new tip or short-cut will definitely win some praise.

Thought Leadership

Have an executive give some general ideas on where the technology is going and how the customer will benefit.

Q&A

Publish selected customer submitted questions online with the answer. Invite customer feedback...develop a community dialog that others can join.

Mea Culpa

On occasion, share a screw-up and how it was resolved. Humility can go a long way toward winning customers and strengthening bonds.

The point is, useful content doesn’t always need to sell the brand. People become loyal when they believe a brand is really trying to help make their lives easier. Find ways to convey what your brand is doing to serve that purpose and customers will welcome content from you most every day.

Best of all, when their brains kick out a low storage warning, you know your content will be safe.

del.icio.us Tags: content marketing,information overload,customer-centric,thought leadership,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

I see no ad, read no ad, click no ad online

One week ago I wrote about my road trip and how I didn’t really notice the brands I was exposed to during the 3.5 hour drive. Today, I spent most of my time in my home office; however, I wouldn’t be surprised the number of brands that crossed my field of vision wasn’t much different.

From the master bath to the kitchen to my office, I touched or saw scores of products. My ability to remember brand names, not surprisingly is a far different story compared to last week until I enter…

The online world

I spend a lot of time on my computer visiting dozens and dozens of websites each day. I am exposed to all kinds of product promotions via interstitial and banner ads, Google ads and sponsored content. Do I remember any?

No.

Why? Because I consciously focus on what I am looking for and block out the rest. When an interstitial impedes progress to a content page, I click “Skip” lightning quick. I’m busy and don’t appreciate the speed bumps.

On LinkedIn, Facebook, news portals, blogs and other sites I visit regularly, I pay no heed to the advertisements that abut headlines, photos and links I peruse.

Am I a typical online user?

If so, web site owners, ad agencies and brands have plenty to worry about.

del.icio.us Tags: advertising,ad agencies,brands,branding,brand engagement,engage,engaged,web banners,interstitials,content marekting,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,blogging

It’s a mad, mad, mad, Mad Men world

Mad Men is making men (and women) mad. Their billboard, subway and public telephone booth posters promoting the fifth season premiere depicts a man free-falling against a backdrop of buildings. This visual has struck a nerve with families of 9/11 victims.

It’s understandable the image is upsetting to these families.

It’s also understandable that the show’s marketing team used the free-falling man image, which has been a staple of the program since its very first episode.

In response to assertions and accusations that it is deliberately leveraging a horrific terrorist attack to create buzz for the program, AMC, the network that owns Mad Men, released this statement:

"The image of Don Draper tumbling through space has been used since the show began in 2007 to represent a man whose life is in turmoil. The image used in the campaign is intended to serve as a metaphor for what is happening in Don Draper's fictional life and in no way references actual events."

I don’t watch the show (a cardinal sin, I know) but I am familiar with the falling man in the opening credits and I know it’s been part of the show since it debuted. I do not question the motives of the folks at AMC. I do not believe they are heartless bastards.

Bring on the Monday morning quarterbacks

Oh, but there are plenty of amateurs and critics with their arrows pulled from their quivers, placed in their bows and aimed at the hearts of the execs at AMC (which makes no sense if they are heartless bastards).  Of course it was a cold, calculated and callous decision, they exclaim! It’s obvious to anyone who will be honest with themselves.

Really? You know that for certain? How? Are you a mind reader? Or just a cynic?

Ad Age stirred the pot in a blog by Rupal Parekh by inviting conjecture in the closing paragraph:

Were the creators of the show deliberately trying to gin up controversy to publicize the return of "Mad Men"? Or did they just inadvertently irk some people?

The questions have evoked passionate responses falling in both the “deliberate” and “inadvertent” camps.

Here are a couple of example:

Deliberate

I can understand the sensitivity of these families. But you can bet the show understood the potential for controversy when they created the falling man against such a stark background. They deliberately did not put him against the great images shown in the show open, which was the logical choice -- for a reason. They wanted the controversy, victim family feelings be damned.

Inadvertent

Really?!? You have got to be kidding me that you think that the marketing team of Mad Men is sitting around discussing today's tragedies and how they can benefit from them. Mad Men is an outstanding show and is not looking to gain for 9/11, Hurricane Katrina or any other disaster.

Where do you fall in this debate?

del.icio.us Tags: Mad Men,AMC TV,Season 5 promotion,falling-man image,9/11 victims,TV advertising,television advertising,television commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,bloggingcommunications