What Do You Customers Care About?

As marketers, we need to understand what our customers care about. And then give it to them.

Of course, this is not as easy as it sounds.

There's been a sea change in how consumers--B2B or B2C--are willing to be communicated to. Books have been written and consultants hired based on the premise of content marketing.

The idea is that if businesses retool their content to be useful and interesting, they become a trusted advisor to their customers and prospects. 

Then the company is better positioned to sell something.

When writing case studies or white papers for my clients, I urge them to be of service. Be less about touting their own products and services and more about assessing the problem, breaking down the steps of a solution and evaluating success.

It's a formula that works.  

The Value of Trust Marketing.

I've been writing a number of white papers and case studies lately. I really enjoy the challenge of resolving a problem.

When writing these types of pieces, I advise my clients that our objective is to be useful.

Being self-serving--i.e.., self-promoting, will backfire.

Providing answers to almost every conceivable question a prospect might ask, is how you establish trust. Transparency and relevancy build trust.

In my opinion, the best content marketing is really trust marketing.
 

One VERY Clever Headline.

And a Prince reference, to boot.

http://www.texasmonthly.com/story/dove

An Apricot By Any Other Name.

Lipstick marketers know the power of descriptors.

In any given line, when you are seeking an orange lipstick, you might find the following shades:

   Fiery Sunset
  
   Ripe Apricot

   Shy Peach

   Party Punch

   Coral Glow

   Copper Knockout

Each hue is different. You know that even before you screw the tube up.

Because in just two words, the very name conjures up a visual.

That's the power of a well-chosen descriptor.

 

Killer Metaphor.

Metaphors and similes are often and badly used.

So it stops me cold when I see a truly original comparison.

Owen Gleiberman, writing about the new movie Blue Jasmine in Entertainment Weekly describes Cate Blanchett characterization like this:

                         "It's an awesome mood ring of a performance, with an emotional fusion of pleasure and despair."

What an awesome metaphor.

 

How to Read Your Clients.

I am a fan of tools that help you better understand yourself and others.

Among those that I have found value in are the Myers-Briggs assessment and the Enneagram.

The Zodiac, not so much.

A friend recently gave me a fascinating book that details four temperaments.

This is ancient wisdom from the time of Aristotle, so it's stood the test of time, while remaining incredibly relevant.

It's surprisingly easy and fun to identify those folks you interact with regularly: clients, boss, colleagues, significant others, family and friends.

Thanks to the insights I've gained, I'm learning to give myself--and those around me--a break.

http://www.amazon.com/The-Four-Temperaments-Rediscovery-Understanding/dp/1569245622/ref=sr_1_2?ie=UTF8&qid=1374091824&sr=8-2&keywords=four+temperaments



 

Four (Not So) Secret Weapons for Success.

Peter Bowerman, AKA The Well Fed Writer, wrote in this week's e-newsletter about how to stand out in a sloppy business world.

I couldn't agree more with his list:


1) Do What You Say You’re Going to Do: Had a phone call scheduled with
a client a few weeks back, and on the appointed day and time, his
phone rang and there I was. He said, “Hmmm. You called exactly when
you said you were going to call.” Not terribly impressive in my books,
but the fact that he’d even notice, points to the relative rarity of
professionalism and reliability in the business world. If you deliver,
call, show up, etc., when you say you will, you WILL stand out.

2) Turn in Clean Work: Nothing like copy with typos and grammatical
errors to quickly sour a client on working with you again. And it’s
far more common than you’d ever imagine. But it’s so absolutely
unnecessary, AND inexcusable. Sure, we all miss one now and then, but
make sure it’s just now and then.

3) Be Easy to Work With: Clients love to work with people who are not
only reliable and good at what they do, but are flexible,
uncomplaining, good-natured, and can roll with the punches. Think,
“breath of fresh air.” This quality can actually make up for less-than
brilliant writing skills. I’ve seen it. Nice, likable, easy-going
FLCW’s get more business.

4) Look for Opportunities to Reveal Your Ethics: In the current WFW
Blog post, I share a story of meeting a guy at a networking event, and
was so impressed with a story he told about his business dealings,
that I wanted to hire him on the spot (but, alas, didn’t need his
services). Clients (like all human beings) want to associate with good
people who know right from wrong and live it every day.

Whatever You do in Bed, Sealy Supports It

A mattress campaign with wit.

Few words in the clever TV spots, but they get the cheeky message across.

http://bedroomretailers.com/marketing-update/%E2%80%9Cwhatever-you-do-in-bed-sealy-supports-it%E2%80%9D-campaign-nominated-for-prestigious-award/ 

Weekly Words

It's only Monday, so you've got six days to drop these into conversation:

Banal

Girded

Menacing

Garish

Peopled
 

I Challenge You to Use All Six in a Sentence.

Grubby
Explosive

Willowy
Elated
Corrosive
Hardscrabble

Here's mine: Though willowy, she had a grubby, hardscrabble background, a corrosive center, her emotions ricocheting between elated and explosive.
 

POV From AD

Cult TV show Arrested Development has been resurrected by Netflix after seven years.

I'm currently bingeing on all 15 new episodes.

What is most arresting (yes, pun intended)--besides counting the wrinkles of the stars or the Botoxed attempts at avoiding them--is how the remarkable writers chose to tell the story of the Bluth family.

Each of the characters gets an episode (or two) which illuminates their Point of View. 

In storytelling of any kind, POV is a device which can create depth and interest, texture and nuance.

Is your POV compelling? Does it have impact? Does it create connection? 

More Great Words.

Small words with big impact:

Rakish

Idyll

 

Ribald

 

Dusky

Unflappable

 

A High-Flying Campaign.

I like Delta's new ad campaign for its wi-fi service in the sky.

The headline The Most Planes in the Cloud is a clever play on words. And the call to action is a URL keyed to wireless travelers who value keeping in touch while soaring at 30,000 feet.

And I like the signoff: So now even though you're up in the air, you can still keep one ear to the ground.

A simple, clean graphic. Fewer words, with greater impact. That's what makes for a great ad.

 

Five New Words.

My ears perk up when I hear:

Vulgar

Stifling

Churlish



 

Read This Blog.

If you ever feel creatively stuck, this blog will kick(start) your butt:

http://thedailylove.com/a-key-to-mastering-creativity/

Words of Wisdom From Steve Martin.

Comedian Aziz Ansari was recently asked about the best wisdom he has received on how to make it in the entertainment industry.

He referenced actor/writer/banjo player Steve Martin, who simply said "be undeniably good."

That's great advice for anyone in any industry.  Especially for we creatives.  

Why You Should Listen to Rap.

More than any other type of music, people who are...ahem, my age...say they hate rap.

This assertion is made with disdain. And as though, apparently, we all agree.

Not me.

I find a great deal of rap to be musically melodious and catchy.

But I listen to it for the density and the richness of the words.

Rap is street poety. The words are from the heart and, often, from hurt.

It's authentic.

As writers, we can learn a lot about expression when we listen to rap.

One Fine Sentence.

Writers draw inspiration from reading.

I read voraciously: poetry, non-fiction, fiction, wine labels, magazines, CD credits.

In the April issue of GQ is an article by Siobhan Rosen. She writes about how tricky supposedly simple one night stands are to execute with dignity.

A rich topic in her hands.

Her language is witty and informative and jarring.

Like this sentence:  "Morning-after mouths taste like crime scenes."

Paints a picture, no?

This kind of writing does what all great writing does: it stops you. You re-read the line.

And, if you're a writer, you wish you wrote it.

Doing What Works.

Sometimes things that shouldn’t work, do.

Sometimes things that once worked, no longer do.

And somettimes things that ought to work, don’t.

Well, fine.

As a writer--heck, in almost any profession--you have to experiment.

If you remember from fifth grade biology class, experiments often fail.

Also fine.

It's all part of the creative process.

The trick to doing what works is to be unafraid to fail.

In my experience, the more chances you take, the more likely your success. 

My advice is to start simply: a new format for an e-blast, a different tone in your marketing materials.

Try engaging other voices who bring a new perspectives.

Simply put, doing what works, works.   

Almost always.

 

Leave Them Wanting More.

The purpose of a great book title or headline is to inspire curiosity in the reader.

If you succeed, they will want to read further.

Don't you want to know more about a course entitled "Yoga for the Broken Heart?"

I do.

Aren't you curious about an article dubbed "When the Drummers Were Women?"

I am.

In my experience, some headlines have come easy. Often they don't.

But it's worth putting the extra effort into a compelling first line.

Because you've got one chance to grab 'em.


 

Word Painting.

When it comes to storytelling, country music is hard to beat.

I call it word painting because the imagery is so vivid, the language so spot-on.

Listen to this song by Lee Brice with your eyes closed.

Yes, his voice is emotionally charged, but those powerful lyrics are what we hear.

Every word, every sentence creates a message that is relatable. And unforgettable.

http://www.youtube.com/watch?v=yCSMCgqlc-0 

Can You Read Me?

The best content in the world won't be read if it's hard to read.

What I mean is:  reverse copy (white on black) or a hard-to-decipher typeface or  a too-small font or distracting images.

If you are guilty of these flourishes, strike them from your print materials and website. Pronto.

You clients and prospects are too busy to squint to read your message. And 50% of them are reading about you on a mobile device.

Remember that before someone can read what you've written,they have to be able to read it.

The Messenger Matters.

Last Tuesday, Florida Senator Marco Rubio, the Republican's It Guy, delivered the GOP's rebuttal to President Obama's State of the Union address.

Regardless of your political affiliation, there's a lesson here.

His weird physical tics: wiping his forehead, licking his lips and, most oddly, the mid-speech water swig, were awkward to watch.

Criticism from both sides was swift and pointed: his unfortunate body language made this charismatic and experienced man--an accomplished leader--seem nervous.

I have no idea if his message was effective. Because the messenger wasn't. I was distracted and  couldn't concentrate on the content.

Especially in today's media marketplace, the message and the messenger cannot be separated. Equal attention must be paid to the effectiveness of both.

Deliver on the Promise.

I recently attended a lecture entitled "Why Do We Love Hot Places?"

Since I live in Phoenix, the title of the talk certainly piqued my interest. I expected to hear about the lure of sunshine and the growth of the Sunbelt states. Or at least some rationale of why we humans prefer heat to cold.

Instead, the speaker strayed off topic.In fact, he didn't deliver on the promise of his talk, save for a snide comment or two about the desert's "dry heat."

He broke a cardinal rule that we as communicators should always heed: deliver on the promise of your headline. It's the very reason the reader keeps reading.
 

Try Why.

Why?

Simple. Disarming.

And the only question you need to ask to probe a client's mind without making them defensive.

Why helps you dig deeper, understand more.

No matter what the product or service, ask Why?

Why will help you get to the heart of anything.

 

Happy 2013!

I'm sharing this poem because it speaks to me and what I will focus on this year in both my personal and professional life. 

Perhaps it resonates for you?

Lost
Stand still. The trees ahead and bushes beside you
Are not lost. Wherever you are is called Here,
And you must treat it as a powerful stranger,
Must ask permission to know it and be known.
The forest breathes. Listen. It answers,
I have made this place around you,
If you leave it you may come back again, saying Here.
No two trees are the same to Raven.
No two branches are the same to Wren.
If what a tree or a bush does is lost on you,
You are surely lost. Stand still. The forest knows
Where you are. You must let it find you.
David Wagoner