Don’t speak ill of the brand

The best laid plans sometimes go awry through no fault of your own. On Friday I wrote about my intentions to pay attention to some of the brands I would be exposed to on a 150 mile round-trip drive on I-35. Macro view first; individual brand analysis last.

I expected to be sharp of mind and fit of body for the drive. I woke up feeling anything but 100%. I wasn’t seriously ill, but the waves roiling in my stomach kept me from giving my utmost attention to my surroundings during the trip.

I tried, and I times I succeeded in taking in the branding environment, but other times, I was too aware of how unwell I felt.

Enough whining.

Here are two road trip branding observations:

1. In the metro areas, few company or product brands rose above the fray. There’s so much visual noise, it’s dizzying for drivers, so drivers tend to block it out. (That’s a good thing since distracted driving is a killer. We don’t need signage and billboards contributing to the problem.) This probably isn’t news for most of us; just affirmation.
2. In rural areas, I noticed the pitiful over the excellent and I’m not paying the pitiful a compliment. What was memorable was the neglect and that does not impress. Bad store signage and dilapidated billboards. When there’s little branding competition, why wouldn’t you put your best foot forward? Talk about a missed opportunity.

So that’s it and it isn’t much better than I felt (sorry readers).

Of course, pictures would sure help accentuate my observations, but I was driving and I would not be distracted.

SIDEBAR: Talk about not being on top of your game; I realized later that a better title for last Friday’s blog post: Branding At The Speed Of Drive.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

Branding at the speed limit

A while back I wrote a post about the countless number of brands we are exposed to every day. The thought occurred to me as I was driving on the interstate that at that particular moment, I was being bombarded with scores of brand messages. What troubled me was how until that instance of clarity, I was blissfully and completely unaware.

Tomorrow I will be taking that same route north but for a shorter distance of 75 miles. Will history repeat itself?

No, because I’m planning to make a conscious effort to absorb some of these brand messages and analyze my reactions to them.

First, I will make a macro observation: what is the environment like where the brands are competing for my attention.

Next, I will hone in on specific brands that capture my eye and I’ll quickly assess why I think they were successful.

I’ll be forced to make quick judgments since I’ll be driving through the area at 60 MPH or faster.

It’s not speed dating, but for a branding and communications guy, it should be interesting to see if I pick up any positive vibes.

del.icio.us Tags: brands,brand messages,branding,advertising,communications

Be careful how you speak

“It was a very exciting finish and a game I’ll probably never forget. Me, Joe, Chris and Osie were clutch!”

Did you cringe? If not, perhaps you don’t recognize the grammar rules that were violated:

1. The speaker is one of the subjects of the sentence, therefore, I is the correct pronoun, not me.

2. When giving a list of people that includes the speaker, all other names come first:

“Joe, Chris, Osie and I were clutch!”

Individuals who put themselves before others are telling a story that does not reflect well on themselves. At best, it suggests they are not well spoken and have a poor command of the language. At worst, it hints that they are self-centered and egotistical.

“I’m most important!” it shrieks to the listener. 

Intentional or not, when you put yourself at the front of the story, you are dissing the others involved and putting yourself in a negative light.

Don’t let your grammar betray you.

del.icio.us Tags: proper grammar,grammar rules,pronouns

Hear ye! Hear ye! Come one, come all

What is the most important skill for a copywriter to possess? Sweet writing skills are obvious, and they are certainly near the top of the list. A strong command of the language is paramount. A broad vocabulary is advantageous. Yet all of these fall behind the skill nestled in the number one spot.

The best copywriters are superb listeners.

What say you?

In order to craft the brand narrative, it is imperative that the writer hears how the stewards of the brand express their passions for the company or product. As I wrote in yesterday’s post, the copywriter must probe for insight into the character of the company, it values, and how employees express their views and passions. Within their answers will be the key messages and differentiators that help you craft the brand message.

To elicit the insights a copywriter seeks, she or he needs to be a smart interviewer and ask open-ended questions:

• Why are they believers in the brand?
• How did they make believers out of their first customers?
• What were their early challenges?
• How did they slog it out with their competitors?
• Why did (and do) they win?
• Why are they excited to come to work every day?
• What are their aspirations for the brand and their association with the brand?

What was heard

A careful listener will recognize common themes in the answers given by employees and executives. The adroit copywriter will transform these gems into the brand messages that attract customers and strengthen bonds.

Listen. Learn. Cogitate. Create.

And from there the story will unfold. It will inspire. It will motivate. It will set the brand apart.

del.icio.us Tags: brand,brand values,value proposition,unique selling proposition,positioning statement,key messages,slogan,content,content marketing,company story,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

There’s a story in there somewhere

Every small business has a story to tell.

Somewhere within the inspiration that lead to creating a business is the message that embodies the company’s value proposition and differentiation. It is incumbent upon the marketing copywriter to extract that information to serve as the basis for a communications strategy.

Keep asking questions. Dig for details. Draw out the tales from the early days as the company was formed. Within these narratives are nuggets of gold. The savvy copywriter will recognize a unique selling proposition, a positioning statement, key messages and possibly even a slogan.

Listen. Learn. Cogitate. Create.

The content the copywriter crafts will be original, genuine and a mirror characterization of the small business owner’s vision and values when she or he opened the doors and served the first customer.

And from there the story will unfold. It will inspire. It will motivate. It will set the company apart.

del.icio.us Tags: company vision,mission statement,company values,value proposition,unique selling proposition,positioning statement,key messages,slogan,content,content marketing,company story,small business,entrepreneurs,differentiate,focus,strategy,conventional wisdom,word choice,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

A network of a different social

Thirteen months ago I authored a post railing against bad behavior on Facebook and the social network’s evolution into something well beyond friends and family staying connected. My rant was driven by the boorish, rude and outlandish behavior exhibited by a vocal minority.

It was further spurred on by the antagonistic, incessant and annoying posts by some espousing their personal beliefs and attacking those with differing viewpoints.

And then came big business.

Of course, no one listened and now my feed is polluted with nonsense of all sorts that has very little to do the social lives of friends and family.

Social winds of change

I believe the environment is ripe for new social networks to emerge. Much like print, electronic and digital media are targeted, social networks like Facebook are prime for disruption by new niche social networks. These networks would be topic driven.

At the top of the list is a political social network. Let the activists and loud mouths take to a social media-like application that is dedicated to political free speech. Imagine the vitriol in a no holds barred social network with Facebook functionality. It would be the online version of ultimate cage fighting.

Social Network Name:  Uncivil Discourse

Second on the list is a religious social network where peeps from every belief system known to humans would gather to revel in their holiness and to attack every other belief system known to humans for being tools of the devil.

Social Network Name:  Divine Intolerance

But seriously folks

How quickly could a social media entrepreneur gain millions of subscribers for a network focused on pets? Kittens. Puppies. Bunnies. Goats. Macaws. A social forum to swap pet ownership tales and share photos and videos would be an overnight success.

Social Network Name:  Pet Net

Would expectant and new moms glom onto a social network where they could share their experiences every day and post thousands of photos? Obviously.

Social Network Name:  Baby Facebook

Yea, yea, I know. Allow me to borrow from the advice Sean Parker gave Mark Zuckerberg…

Revised Social Network Name:  BabyFace

del.icio.us Tags: Facebook,politics,religion,sex,special interest groups,conspiracy theories,paranoia,RSS feed,App Request,reminisce,vacation,recipes,music,Spring Break,roadtrips,high school,class reunion,niche social networks,pets,kittens,cats,puppies,dogs,macaws,pet ownership,new moms,babies,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

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.

del.icio.us Tags: a loss for words,grasping for words,thesaurus,word choice,copywriting,precision in communication,ghost writer,ad copy,freelance,wordsmith,marketing communications consultant,social media writer,blogging,bloggers Unlimited

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

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

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

And so the story goes

In yesterday’s post, I lamented the lack of emphasis on writing in our public education system and the repercussions it has had in today’s society. So few high school and college graduates today can write well, and not surprisingly, many hate writing.

I have a different shortcoming. I’m not a very captivating verbal storyteller. Or at least I don’t think I’m very good at telling stories. The reasons I lack confidence are that I sometimes

• forget important details
• jumble the facts
• am unable to recall the names of key players in the drama
• confuse the sequence of events

Children are to be heard

I sprouted from a family that didn’t have a heritage of weaving yarns or relating the experiences of the day. Daily interactions were brief. Everyone seemed too busy to pay attention. Storytelling wasn’t part of the day, ever. So I never acquired the skill.

Growing up, classroom presentations didn’t exist in elementary and middle schools. As I moved through high school and college, giving oral reports and speeches intimidated me. I stood before the class and quivered and quaked as I delivered my presentation from a script in a weak and monotone voice. Boring.

I much preferred writing. Personal letters, poems, school reports, compositions, research papers, essays and blue book finals were my salvation. I knew I had an ability to write and I relished the opportunity to prove it.

For whatever reason, the ability to write didn’t translate to an ability to read aloud what I wrote in an engaging manner. My words failed to come alive when I uttered them. That was all on me as an orator. A lack of confidence and comfort before an audience sabotaged me.

Practice makes perfect

Fast forward to the present. I am now proficient at giving presentations because it was a requirement with most every job I’ve held. I’m also a capable public speaker with prepared text. When it comes to off the cuff, a.k.a. extemporaneous or impromptu speeches, it depends on the context, audience, and subject matter. Storytelling, however, still requires some work.

As in writing, giving presentations, public speaking and storytelling is all about learning the craft and practice, practice, practice.

And practice I shall continue in the hopes that someday I will be proudly known as an enthralling storyteller.

del.icio.us Tags: writing,public education,speaking,presenting,telling stories,storytelling,PowerPoint presentations,words,vocabulary,lexicon,spoken word,written word,written language,word choice,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

So what’s your story?

At ProductCamp Austin 8 on Saturday, Josh Duncan, Director of Product Marketing and Community at Noesis Energy, an Austin based software startup, led a town hall discussion entitled Own Your Story Or Someone Else Will.

The title alone was all I needed to read to know Josh and I share a common philosophy.

A key take-away from the town hall discussion was this comment from Josh, “Good marketing uses a product to tell stories. Bad marketing tells stories about products.”

So true.

Your product stories

As you read that sentence, did you think about your stories? Can you classify them as good marketing or are they in reality, bad marketing?

Hopefully, you said good.

Good stories are truthful, authentic and from the customer’s point of view. They address a problem that resonates with a large segment of the market and presents a solution that is replicable without a massive drain on resources and an act of Congress.

The rest of the stories

Good stories are not tall tales, fantasies, sci-fi or other works of fiction – even those that could be true if and only if someone would purchase the product for the problem described. 

That’s bad marketing disguised as good marketing. It’s misleading, disingenuous and calls into question the authority, integrity and character of the author. Should a company buy your product based on such a story, only to have fits trying to get the product to solve the problem described in the fictitious account, the final chapter could prove to be a horror story for everyone involved.

del.icio.us Tags: product stories,good marketing,bad marketing,ProductCamp Austin 8,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Happiness is…a picture and a thousand words

Can photos alone tell a brand story? Can they launch a thousand products?  Can they drive sales and repeat sales, and engender and nurture customer loyalty?

Can photos make the written word superfluous?

If the product is digital cameras, perhaps. For most other products, no.

This study says blogs and other text-oriented applications are dying

Some studies and a few experts think it’s true. Ekaterina Walter, a social media strategist at Intel, authored a blog for Jay Baer, a self described hype-free social media and content strategist, with the headline:

Will The Rise of the Photo Apps Kill the Written Word?

I encourage you to read the blog post. It’s really quite fascinating, well researched, expertly analyzed by Ekaterina. You might be surprised by what the data tells you, but then again, you might just say, “Of course! It’s rather obvious actually.”

The answer is, it depends

The early results suggest that photo apps will be a vital marketing communications component for companies with products that sell based on their visual appeal. Ekaterina’s write-up explains this well, so I won’t repeat what you can read in her post.

To Pinterest, or to not Pinterest

As you might expect, some of what is fueling this debate is the rocket-like rise of Pinterest. It has blown up in dizzying fashion to become all the rage in social media realms. Businesses are jumping in and trying to figure out how to integrate Pinterest into their marketing and social media strategy. Inevitably, some will discover that the application adds little to no measurable value for them.

Are company blogs doomed?

Hardly. Blogs will remain a strategic imperative for complex products that are a difficult sell. They’ll also continue to be an important communications vehicle in industries and with companies where innovation is a constant.

We’ve hailed the end before

Remember, experts exclaimed that the paperless office was a forgone conclusion with the introduction of the personal computer for business.  That was over a quarter-century ago. They nailed that one, didn’t they?

Pictures are powerful, yet they are like art, which is subject to individual interpretation. In many cases, words ensure the interpretation is as the brand intended.

The written word will never die, and that makes copywriters everywhere, this one included, very happy.

del.icio.us Tags: Photo apps,Pinterest,written word,brand communication,blogs,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Embrace the impossible

Some consider it a challenge to write a tweet. Admittedly it is, especially if your subject is very complex. However, once you’ve authored a few tweets, you realize you can actually say a lot in 140 characters.

I consider writing a headline or subject line a much more difficult assignment. I admire those who possess the skill to craft a succinct, yet very informative, provocative or punchy headline or subject line, especially if they do so with an economy of words.

There is a new line of thinking flittering about in the blogosphere that headlines today, especially for blogs and other social media, need to be longer. Short headlines just don’t cut it anymore.

The long and short of it

The argument is that there is so much content being pumped at people on the Internet that the headline has to do all of the work. You need to provide enough context − the who, what, and especially the why − to convince the reader that your post is relevant, insightful, educational or informational, and worth his or her time.

Length ≠ quality

If everyone is writing long form explanatory headlines, oh what a dull Internet it will be. Some will read the title and decide they’ve learned all they need to know. It’s akin to skimming search engine results and drawing conclusions without clicking on the URLs. The jazz, mystery and appeal of a brief blog or story title disappears.

Furthermore, not every book is a novel. Short stories often deliver significant impact.

Motion to contest

Short titles still have a place in today’s social media driven world. To demonstrate, I’d like to turn headline writing into a game fashioned after the Bid-A-Note segment from the television game show Name That Tune. If you’re not familiar with the show, here’s a brief explanation:

After being read a clue, two contestants bid on who can name the tune in the fewest notes.  The opening bid from one contestant might be five notes. The opponent either counters with a lower bid, or challenges the other to Name That Tune. 

Write that headline

MC Bob: Here’s the situation:  A woman has just achieved an astonishing feat that defies laws of nature, science, medicine and logic. Experts are fumbling for words to effectively describe what many are refusing to believe occurred, even though  thousands saw it with their own eyes. Without using the words miracle, faith or higher power, Write That Headline!

Brainy Brian:  Bob, I can write that headline in five words.

Babbling Brooke:  Bob, I can write that headline in four words.

Brainy Brian:  Three words.

Babbling Brooke: Okay Brainy Brian, write that headline!

MC Bob: Okay Brainy Brian, you have ten seconds to Write That Headline using only three words.  Remember, miracle, faith and high power can not be part of the headline. Ready…GO!

Brainy Brian:  Embrace the impossible.

del.icio.us Tags: headline,title,words,vocabulary,lexicon,spoken word,written word,written language,word choice,catchphrases,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

To be a leader, write like a leader

So your CEO laces his speeches, presentations, press interviews and conversations with crutch words, slang and a few catchphrases, and it makes you cringe.

Why? Is it because what sounds funny coming from the mouth of a teenager, sounds a bit pathetic coming from a middle aged man (or woman)?

Do you believe that to be respected and viewed as a leader, he needs to not only act like one, but sound like one, too. You don’t want him to sound like every other business leader; you simply want him to appear educated, somewhat sophisticated and capable of articulating a vision without using words like “awesome” and “amazing”. You want him to be able to announce a new product with resorting to catchphrases, like “keeping it real”, “occupying ____” (fill in the blank) “just sayin’”and “going viral”.

These words and catchphrases are not in the lexicon of renowned and respected business leaders in any industry.

What’s good for the goose

Do you apply the same rules and expectations to your writing? Or do you invoke adjectives like “fabulousness” and “super cool” in email messages to colleagues? Do you relax the grammar rules and write incomplete sentences when presenting the creative platform for the next product launch in a marketing meeting?

Do your colleagues and managers view you as a “hipster”, or a professional with a highly valued skill that delivers measurable value to the company?

Is good for the gander

Keep in mind that all business communication helps shape other’s perception of you. If you want to be viewed as a leader, write like a leader.  Always write with purpose, clarity and precision. Keep your copy crisp and to the point so you leave no room for interpretation.

That doesn’t mean your works have to be dry or vanilla. You have your own style and your own way of expressing yourself and your ideas. Have the confidence to infuse your uniqueness into your written works.

For example, when conveying the big idea for a product launch, your words do need to carry the weight of the concept and power of payoff; yet, a tinge of excitement is permissible and even encouraged to show that you are passionate about the idea and absolutely convinced it will achieve the desired business results. It’s important to do so to secure buy-in.

Let your writing project a comfort in who you are as a leader, a business professional and role model.

Your clarity of message, your personal style and the consistency in how you act and communicate will win the confidence of your peers and management. Where contributions and leadership abilities are properly rewarded, perhaps it will write your ticket to a promotion.

Sounds like a sweet deal, doesn’t it?

del.icio.us Tags: crutch words,buzzwords,words,vocabulary,lexicon,spoken word,written word,written language,word choice,catchphrases,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger

Strike these words from your vocabulary

Last Thursday, I wrote a post on crutch words, and more specifically, on the annoying overuse of the term “like”. Crutch words seemed to strike a chord with many of you. One reader wrote:

Please don't get me started...if I only had a nickel for every time someone used "amazing" or "awesome" over the past few years. AND THEY WON'T GO AWAY, no matter how meaningless their overuse makes them. Stunning.

Business Talk

I couldn’t agree more. “Like”, “amazing”, and “awesome” used to be words you’d only hear out of the mouths of teenagers. Not anymore. Now network news anchors and CEOs are guilty of the crime.

Why are our lions of media and industry sounding more and more like kids? Are they attempting to exhibit some kind of street cred? If so, they are failing miserably. They need to re-visit leadership books like “The Effective Executive” and “Management” by Peter Drucker. I’m pretty confident Mr. Drucker never counseled leaders to sound more youthful.

Sport Talk

In the world of sports, coaches and athletes apparently are given a handbook that serves as a guideline for press interviews. It consists of one verb: “execute”. It’s so overused and abused now that it has no meaning whatsoever.

Sports reporter: “Great game Athlete! How did you find a way to beat those guys? They’re a great team.”

Athlete: “You know, it all was because we were able to, you know, execute. The coaches, you know, put together a great game plan and, you know, we executed and, you know, pretty much did what we knew we could do.”

I’m convinced the handbook for play-by-play announcers and color analysts consists of one adjective: “great”.  I suspect sports reporters and talk show hosts stole the handbook. Listen closely to the next broadcast and the post game interviews of any sport on the national and collegiate levels. I kid you not, you’ll hear a single football play described as follows:

“It was a great throw by the quarterback, but what really made it a great play was the great route run by the receiver and a great catch in the end zone.”

This caliber of commentary is probably true at the high school level, too, although I’m telling you more than I know since I don’t listen to high school sports broadcasts.

This is what our society is becoming as communicators. A lack of an expansive vocabulary is dumbing down our public discourse, literature, music, movies, new reporting and personal conversations. It’s a disturbing trend.

Presidential Talk

When I hear the President of the United States describe a meeting with the G8 Summit leaders as “awesome” and the hospitality shown by the host country as “amazing”, I’ll know doomsday is imminent.

del.icio.us Tags: crutch words,like,amazing,awesome,great,execute,network news anchors,CEOs,sports announcers,sports analysts,sports reporters,color analysts,athletes,Peter Drucker,words,vocabulary,lexicon,spoken word,written word,written language,word choice,copywriting,precision in communication,ghost writing,freelance,marketing communications consultant,social media writer,blogger