Writing -- hard work?

Rich Brooks of flyteblog and Business Blog Consulting posted about how difficult it is for clients to write the content for the Web sites Rich's company designs for them. The post was titled: News Flash: Web Sites Are a Lot of Work!

One of Rich's clients wrote him, "I am amazed at how time consuming the writing and organization is." No kidding. As a full-time freelance copywriter, I'm not surprised or amazed. As I noted in a comment on Rich's blog, writing is by far the hardest work I've ever done.

I then offered a few suggestions that might make writing a little easier. I'd like to repeat them here:

First, research, organize, and outline your material before you start writing. It really helps to know where you're going before you start.

Second, write quickly. Listen to the voice in your head (the one who did all that research) and just take dictation. Don't worry about typos or bad spelling. You'll fix all that later.

Don't try to "think it up". Just get it down. Be clear, not fancy. If you don't know a fact, type (insert fact here) or something similar. Try not to interrupt the flow.

Give yourself permission to write a lousy first draft. Even for professional writers, perfect sentences usually do not flow easily. Just try to get your basic ideas down, even if they're awkward and ill-formed at first. Later, you can (and must) go back, edit and rewrite, and rewrite, and rewrite, etc.

Oh, and rewrite some more.

What part of writing is most difficult for you? I'm collecting a series of writing tips that I hope to release before the end of the year (sorry, other projects are due first) and your input would be valuable.

If you'd like a copy when it's ready, post a comment below or ask for it at my Web site.

Writing tip: How to add urgency to your PowerPoint pres

Here's another writing tip for your next PowerPoint presentation:

Create slide titles that convey a sense of urgency, news, importance.

How? One way is to write them like a headline you'd see in a newspaper. For example, instead of using the obvious (and boring) slide title "Q4 Sales Report," try this instead:

"Q4 Sales Soar" or "Q4 Sales Sag" or "Q4 Sales Inch Higher"

Maybe even :

"Sales, Revenues Skyrocket in Q4"

I'm not talking about changing the message or hiding facts -- just finding a more dynamic and interesting way to convey your message. It might seem like a small thing. But using action words to add a sense of urgency is another subtle way to increase the power and importance of your entire presentation. It's more fun for your audience, too.

PS: The same principle can be applied to the headings and subheads in memos and reports, too.

Agree? Disagree? What do you think?

New name, same goal

I've changed the name of this blog to better reflect what it's all about: attracting clients and customers to your small business, professional firm or consulting practice.

Sharing your expert knowledge and experience with prospective clients, in an appealing and informative way, is one of the most effective and least expensive ways to build your business -- without yelling or selling.

What do you think?

Fore!

A big hello to Sherry and Kristin of Counseling Services, Inc. of Saco, Maine, and to all the volunteers who worked so hard organizing and running CSI's big fund-raiser last Friday (Aug 26).

Special thanks to all the business owners and everyone who teed it up during CSI's 14th Annual Drive Against Child Abuse golf tournament.

The event was held at beautiful Dunegrass G. C. in Old Orchard Beach on a sunny, warm day. Perfect golf weather, with only a light breeze.

Since 1971, Counseling Services, Inc., (CSI) has provided affordable mental health and substance abuse treatment for children and adults in Southern Maine.

I'm still waiting to hear how many participants sank a hole-in-one and split that $10,000 with CSI.

Dell hears bloggers (finally)

The PC maker has been the brunt of many a bad rap in the blogosphere (and beyond) lately. As I mentioned earlier, it started with a series of "Dell Hell" memos from blogger John Jarvis. First, he had major problems with his Dell laptop. When he complained (or tried to) he experienced nightmarish Customer Service from Hell.

You can read Jeff's entire series of posts here.

Well, the mammoth computer maker has seen the light. Or heard the blogosphere. At least that's what their PR reps say. Shankar Gupta reports in Online Media Daily:

"(Dell) says it has new procedures for dealing with the blogosphere. The company's public relations department monitors blogs, looking for commentaries and complaints--and, starting about a month ago, began forwarding complaints with personally identifiable information to the customer service department so that representatives can contact dissatisfied consumers directly..."

PS: The article appeared the same day Jarvis finally got his refund from Dell.

Which offer is more irresistable?

Copywriter extraordinaire Bob Bly posted this interesting quiz for marketers on his blog recently. It's quick, but not easy. Ready?

Here are three different offers:

(A) Half price.
(B) Buy one, get one free.
(C) 50% off.

One of them pulled 40% more replies than the other two.

Which do you think was the winner? And why?

Post your guess below by clicking "Comment". Then go look at the correct answer.

Six presentation tips

Bert Decker points out that a bad ending can torpedo a good presentation. He offers six ways NOT to end your next presentation. In brief:

1. Don’t step back.
2. Don’t look away.
3. Don’t move on the last word. Hold still for a half-beat after the “you” in “thank you.”
4. Don't raise your hands. Think of yourself as the gracious host or hostess and drop your hands with an appreciative “thank you.”
5. Don’t rush to collect your papers, visual aids or displays. Hang around for a while.
6. Even if you think you bombed, never blackball yourself with a critical grimace, a shake of the head, eyes rolled upward, a disgusted little sigh.

It's a little like show biz. Old vaudevillians used to say, "Get a good opening and a good closing. The middle will take care of itself."

I'd add this important point: Rehearse your opening and closing -- out loud -- until you've got both down cold. It'll boost your confidence and eliminate those wishy-washing endings that undercut all your hard work.

Remember, even professional musicians and athletes have to practice -- and they're pros! All the more reason for us mere amateurs to work out the bugs in private.

More presentation tips are on my web site.

Is your marketing message Six Feet Under?

Six Feet Under is gone. The HBO series about an undertaking family is itself six feet under, alive now only on DVD.

(Warning: plot spoiler ahead)

Is your marketing message as lifeless as Nate?

Life, energy, enthusiasm -- your marketing collateral need these qualities. In addition, the closer your sales letters and brochures come to communicating your true personality, your true passion, the more they'll resonate with potential clients and customers. And the more response you'll get.

If you're not passionate about your business and the value to deliver to the clients you serve, who will be? Marcia Yudkin has a good writing tip if you're struggling to find your authentic "voice" in your copywriting:

To communicate with life, set aside what you're supposed to
say, and write your first draft from the heart.  Does it
have spunk, energy, individuality?  Good!  Then and only
then, smooth the rough edges and edit for clarity. 

So go ahead, put yourself out there, in print or online. Be yourself -- but be lively, too.

Beware "free" business cards

Sometimes "free" is just too expensive.

Take those free business cards you can order online. While their quality and appearance can be quite nice, they often gossip about you behind your back. They may be sending subtle, negative messages about your company and you, which can undermine your best efforts at marketing. Let me give you an example.

At a recent outdoor event, I happened to meet a woman whose company provided technology services. One service, in particular, seemed like a potential good fit for one of my best clients. After a brief chat, we exchanged business cards and went our separate ways. Later, I looked at the back. It read: "Free business cards from Vistaprint."

Unfortunately, this completely undercut her credibility. I couldn't help thinking, "If she can't even afford business cards, how successful could she be? How could I possibly refer my important clients to her?"

That's why I was surprised that the WSJ's Startup Journal touted these freebies recently. Hey, I'm as cheap as the next guy, but I always discourage clients from using free business cards. Why?

Because they sabotage the integrated look and feel your marketing materials require.

To present a professional image to prospective clients, your ads, brochures, web site, business cards, etc. must all share a single "look". What kind of message are you sending to potential clients or customers, when your business cards, brochure and web site look like they came from three different companies?

Important: I'm not knocking online printing companies. Some are excellent. I've been delighted with the prices and service from GFX, among others.

I'm saying, don't cheap out on something as crucial as your marketing materials. They're the "best outfit" you wear to meet with important clients. Do it right. Here's how:

• Budget the money and make the investment. Yes, investment. You can expect quality to yield higher returns.
  
• Hire a good designer -- not all of them are expensive -- to create your logo, letterhead, business cards, brochure layout.
  
• Hire a good copywriter to help you articulate your message. (Sometimes both designer and writer can be found under the same roof.)
  
• Spend the money for quality offset printing. Tip: Always shop around and get several estimates for any print job. Prices, like quality, vary widely.

Hire professionals -- you'll be glad you did.

An expanded version of this article is available on my website. It joins many other business and marketing articles.

Marshall Brain's online book publishing odyssey

Wanna write a book? Wanna watch someone else do it?

Marshall Brain has been an education and an inspiration to me and, I'm sure, many others. He's best known for his website How Stuff Works and his essay/ slide show, How to Make a Million Dollars. (If you haven't read the latter, do so immediately. IMHO, it's more useful than an MBA.)

His WebKEW blog (see link at right) is a book-in-progress, unfolding on his blog. Subject: Making money with a web site.

Now Marshall is writing and publishing a book, and chronicling the entire process online. He's unselfishly letting the rest of us watch and eavesdrop as he proceeds.

This will be a priceless education if you've ever dreamed of writing and/or self-publishing a book of your own. Thank you, Marshall! Your generosity is an inspiration to us all.

Media: friend or foe?

Lots of people, including PR firms, are wary and distrustful of reporters, producers, the media in general. If you've ever been misquoted, misled or simply mystified by what appears in print or on the air after an interview, you know what I mean. But as David Koretz remarks on his blog,

"I met an editor from one of the major trade publications, and we hit it off. We ended up going out for drinks that evening and speaking off the cuff. When I told my PR firm the next day, they were livid, and warned me, 'the media is not your friend!'

That may have been the worst advice I was ever given.

Fast forward five years, and I count many members of the media as close friends. Writers tend to be a very insightful, analytical crowd. They talk to an extremely wide range of people each day, and therefore are knowledgable on a broad swath of subjects."

What's your opinion? Have your experiences with the media been positive or negative? Do you perceive them as friends or foes? What advice (cautions, encouragement, etc.) would you give to those courting the media?

As for Koretz, it worked out just fine. His advice:

If you have the opportunity to build a relationship with someone from the media, jump on it. But in order to build a meaningful relationship, avoid the fluff. Don't talk about the weather or sports; focus on your perspective on the industry and why it is unique. Be candid, be edgy, be aggressive - just be memorable!

Thanks Keith for the link.

Psycho bosses: Another vote for self-employment

Is your boss a psychopath? Fast Company just published an 8-question quiz to help you decide.

Of course, if you've got one, you probably don't need a quiz to know it.

Avoiding psycho bosses is yet another benefit of self-employment, which I think I've mentioned that I love. The self-employed simply don't have to deal with bosses from hell. (Unfortunately, a few of us probably become one, but that's another story.)

Sure, now and then a client might fit the profile. Every small businessperson has encountered the Client from Hell. Luckily, they usually give themselves away before it's time to sign on the dotted line. And if you do find yourself dealing with one, you can bail out as soon as the first assignment is complete.

That's much harder to do when the psycho is your boss, and providing 100% of your income.

Non-verbal communication with customers

Most of the time in this blog I write about marketing communications, copywriting, and the like. But your company "communicates" with customers in dozens of non-verbal ways as well. Yesterday, for example, I was in a small neighborhood pizza place waiting for some pizzas to go.

They have great pizzas, but my wife hates the place so we rarely eat there. The decor is dingy and depressing. The waitresses are unfriendly, abrupt. In the two years we've gone there, I've never heard a single one say "Hi" or "Thanks" or even "Are you ready to order?"

While I was waiting for our order, I ducked into the tiny men's room to wash up. I pressed the lever for soap. Nothing. I stabbed it again and again and finally got a few spritzes, but nowhere near enough to really wash my hands.

The non-verbal message: If I can't wash my hands, neither can the guys in the kitchen. The ones making my pizzas... touching my food.

Bottom line: we're looking for a new pizza place...

What's your take? Does the lack of soap in a restaurant restroom gross you out? What other non-verbal ways have businesses sent you the message that you're not important? Which companies communicate that they really do value your business? How did they do that? I'd love to hear...

Lojack for your laptop?

Sounds like a great idea. Your laptop is stolen, you call a toll-free number, and the company tells you where to find it as soon as the bandits go online. Even police are cooperating to help you track down the perps.

But Forbes writer David A. Andelman is rightfully concerned about privacy:

"First, the software does live on your computer pretty much forever. You can "uninstall" the software, but I had to wonder whether it really goes away. Second, it turns out that the folks in Vancouver can, only on your instructions of course, wipe the hard disk or any of the data or software on it when you report the computer stolen. Now that's great, if you don't want your last five years' tax returns falling into the hands of a greedy whistle-blower. But, despite Livingstone's assurances, I was a little worried about just how much Tania in Absolute's recovery department was able to see on my hard drive back there in Vancouver."

There it is again: the delicate balance between security and privacy. It's one of those things that keeps me awake at night. You, too? Hey, I want to be safe. But I want my privacy, too -- just the Bill of Rights guarantees.

It's a serious concern. If you were doing the marketing for this company, how would you address this customer worry?

Do Blogs Generate Revenue?

Probably not immediately, says Rich Brooks in Business Blog Consulting. As he puts it:

I argue that business blogging should fall into Stephen Covey's second quadrant: important but not urgent. I don't think many people would argue that a business blog alone is enough marketing for any company, even a business blog consultant. However, it can be a great, long-term investment...

That's a pretty understated and sensible outlook. But wait a sec-- Sometimes results outweigh our expectations. Rich's post received this eye-opening comment:

Been blogging for slightly over a year. I have $35,000.00 in sales I can tie directly to blogging...

Now, $35K is no fortune, but it's a nice additional chunk of change for a small business. (I know you're curious, so I'll tell you. He's got a sign company.)

And as I mentioned a while back, one consultant just signed a sweet Fortune 50 deal because of her blogging.

Blog now, blog later, or don't blog at all. Your choice. (You have the same choices with your company web site, brochure, business cards, etc.)

Blog to Blogger from MSWord

If it's just too much trouble to right-click and choose "Blog this," now you can draft and even post a Blogger entry right from Word. Pretty handy for guys like me, who spend a huge percentage of our time in that particular program.

Has anybody tried it? What's the verdict? Give me some help, OK?

Get it here. Thanks to Lifehacker for the tip.

"Give me what I want or I'm out of here."

In a humorous and head-slapping post, Seth Godin confirms that marketing is now officially about wants, not needs. Check it out here.

Of course, marketers have known for years that people are willing pay much more for what they want, compared to their needs. In fact, they'll skip their needs to get what they want.

Is your business marketing to wants? Or needs? Which? How?

How do you determine your customer's wants? Then how do you feed that need, er want.

Who's willing to share what you've tried, and tell us how it's worked out for you? I'd really like to know.

Getting more power from fewer words

Want to get people to pay attention to your memos, slides, sales letters -- all your written business communications?

Then scuttle those lame adjectives, and replace them with strong "action" nouns and verbs. Ruth Walker has a great tip in the Verbal Energy blog: Think like a newspaper headline writer.

"Before there were flying thumbs punching messages into the tiny keyboards of (Blackberries), there were forceful forefingers hunting and pecking their way across the keyboards of manual typewriters. Long before you ever typed 'btw, r u going 2 see me l8r?' into your cellphone," copy editors had learned to churn out tight, attention- grabbing headlines using powerful verbs:

• Red Sox blast Rangers
• N.W. utilities hail energy act
• Admiral's comments about submarine base irk local congressmen
• Vandals vex vehicle owners

"Blast" is so much stronger (and shorter) than "defeat." "Irk" is more telling than "annoy." And "vex" would be a colorful choice, even if it didn't add to the catchy alliteration. (Note: these words are fine for written communications, but probably wouldn't work in speeches and presentations.)

To get people to pay attention to your message, choose catchy, colorful words that catch the eye and ear. They help you pack maximum meaning into the fewest possible words.

Customer service follies #127

OK, Mazda, here's your choice:

A. Replace the customer's defective car now (cost: $30,000), or
B. Wait and cough up $300,000 later.

Guess which Mazda chose?

A simple conversation (a/k/a/ better business communication) could have resolved this mess 3-1/2 years sooner, salvaged a customer relationship, built great PR -- and saved the company a quarter of a million bucks. What a waste...

PS: Thanks to Obscure Store for the link.

Good writing tip from Seth

Seth Godin has some good insights into one of the things that's wrong with business writing today.

There are two kinds of writing, Seth explains. If you're writing for strangers, keep it short. To the point. Don't answer unasked questions. (I'd put it this way: Don't be a bore.)

However, if you're writing for colleagues (who presumably need to know what you're telling), go into detail. Be clear, be specific. I would also suggest using lots of examples and anecdotes to help make your points. (But hey, Seth is the master of story.)

I'd suggest the same approach is valid when you're writing sales letters, brochures, web site copy, etc. Write one version for "strangers," cold calls, people who might be a little curious but are not "interested." In it, just cover the highlights. What's in it for them. The big picture (with benefits). Not much detail.

That's the "postcard" version.

But for those who express an interest or want to know more, pull out (or link to) a second letter, brochure or web page that goes into much greater detail. That "second stage" document is the place to go deep. Go on, spill it all. Add a nice photo or illustration, too -- perhaps the widget in action or being used by some satisfied customer. Add testimonials, too. Maybe a well-designed chart with specs and stats, if appropriate.

Try to anticipate -- and answer -- all the questions of someone who is now very interested. Tell them why they should be interested and excited about your service or product. Anticipate their objects, and rebut them.

If I'm a potential customer, and I'm interested -- and getting emotionally involved (as good sales writing must do) -- I want my questions answered now.

Fact: Emotion triggers the decision to buy. But people also need to justify their decision with logic and information. So good business writing always provides both. Plenty of information and logical justification to satisfy your left brain. Plenty of emotional appeal to seduce the right brain.

Keep that in mind when crafting your next sales letter, brochure, web page.

I've written more on this topic. Check out my web site, www.MaineCreative.com. Questions? Comments? Post away!

Small business owners: Why do you put up with it all?

Despite the rough seas and occasional storms we face, business owners like me love steering our own ships. Being the captains of our fates. Standing up and (warning: mixed metaphor ahead) taking our best shots.

OK, most of the time, anyway.

This is confirmed by a new survey from the Wells Fargo/Gallop Small Business Index. It found two-thirds of small business owners it surveyed are satisfied with the balance between their personal lives and work schedules. Sure, we put in long hours, an average of 52 hours a week. But we're doing what we love -- hopefully. (If you're not, pick a different business.)

Other stats, according to the survey:

• Over 50% of small business owners work six days a week. Over 20% work seven days a week.
  
• 14% took no vacation days in a year.
• Almost 40% of those who do take personal time off said that they still answer work- related phone calls and email while on vacation.

Now, if I were somebody's employee, I'd hate those working conditions! But as small business owners, they don't bother us that much. After all, we're the ones who gain if the biz thrives. Almost 90% said they were generally satisfied with being a small business owner.

Take another look at that last stat: Over 90% of small business owners are pretty satisfied running their own show. Despite our constant grumbling, most of us wouldn't have it any other way.

[Aside: Do you work in an office? Just for laffs, take a quick survey of your fellow cubicle dwellers. See if 90% are "generally satisfied" with their jobs. How many even like their jobs (if they're being honest). 50%? 20%? 80%? I'd love to hear what you uncover. Post a comment and let me know.]

I guess it all boils down to doing what you love -- or loving what you do. (Either way works fine.) I, for one, spend a ton of hours at my work -- because, as I've mentioned before, it's sometimes hard to tell if I'm really working or not.

Laine Caspi, owner of Parents of Invention, echoes that idea. It's "not just a willingness" to work more hours. "It's more like -- you want to do it," Caspi said. "It's a choice, as opposed to someone else saying that you have to be there." Link

What do you think?

Good times ahead for small biz owners?

Inc. says happy days are ahead. Why? The magazine put it this way:

"The Federal Reserve raised interest rates by a quarter-point for the tenth straight time Tuesday, lending credence to reports that the small business climate is improving. 'If you are a small business owner this is a signal that you should be bullish,' according to one economist."

Yeah, right. Higher rates generally have small biz owners dancing in the aisles...

Why bother to blog?

From Business Blog Consulting:

Jennifer Rice, who runs Mantra Branding, has been blogging since December 2003. She writes:

I recently got a project from a Fortune 50 company from my blog… it’s the best thing I’ve ever done for my consulting business!

Rick Bruner adds, "If ever there was a reason to blog, for consultants, anyway, there it is." Amen!

OK, Fortune 50 companies -- operators are standing by at Tom McKay World Headquarters.

PS: I'd give Jennifer a link, but she hasn't posted on her log in over a month. Guess that big gig is keeping her busy!

The conversation just got MUCH louder

Imagine adding 2.5 million new customers -- IN A SINGLE MONTH!

That's what happened to India's booming wireless phone sector in July. And that's despite monsoon rains that wreaked havoc in Bombay, India's largest city and a top market for cellular services. (I wonder how many more would have signed up, if it had been "beach weather?")

Overall, mobile phone carriers had 60 million customers at the end of July. And don't you know half of them will be sitting behind you at the movies or at the next table this weekend?

Link

Conversation is the future of marketing

We are moving into the "the post-media age," says the always- interesting John Jarvis.

"Media made society one-way. But now the internet drains the one-way pipes... and pours us all in the same pond together. The internet enables conversation."

I agree. Traditional media are being eclipsed by the amazing connectedness of the Internet, blogs, Skype, IM, mobile phones, etc. The conversation is already in full swing. The only ones who haven't noticed seem to be traditional marketers, stuck in their fear and the Old Ways. Traditional marketing messages are being thoroughly and successfully ignored, thanks to time-shifting (and spot-skipping) Tivos, channel clickers, etc.

And what's replacing one-way (talk-only) media? The joys of honest, two-way conversation. And as Jarvis notes, it's only natural.

"The natural means of... sharing information is, of course, conversation, through the ability to ask and answer questions... When you listened to... the town crier, you could stick your head out the window and ask for details... Socrates said that education is a conversation... Luther said that prayer is a conversation, and Cluetrain says that markets are conversations, and (that's) why I say that news is a conversation."

So is marketing communications. Yelling at customers will yield to telling customers (info marketing) which will soon morph into honest two-way conversations. It has to. With plummeting viewership/ listenership/ readership, Big Media has to learn to listen.

Soon, more companies (and their marketers) will awaken to the fact that the old ways are simply failing. People hate hype and hard sell. They hunger for honest one-to-one conversation. And now they have the power to turn one off and the other on.

Want your company to survive in a post-cluetrain world? Better brush up on your listening and conversational skills. After all, "marketing communications" simply means talking to your customers.

Oh -- and listening. That's what makes it a conversation.

Information marketing, IBM and your organization

"IBM joins podcast craze with audio think-pieces" blares the headline.

This is significant, I think -- not because it's a podcast, necessarily, but because it's yet another example of something I believe is essential in 21st century marketing: "information marketing".

What is info marketing? Freely sharing your knowledge with the world.

Smart companies like IBM have been doing it for years. Now small businesses, service professionals, consultants, writers, designers and other knowledge workers are discovering they can attract more clients, enhance their credibility and boost their visibility by using info-marketing to share their knowledge, experience and insights with interested members of the public (a/k/a prospects).

In some ways it's like a blog, but with a much broader reach.

As a freelance marketing communications writer, I regularly help clients write and package choice nuggets from their knowledge base. These might morph into 20-minute lunchtime talks, full-length magazine articles or columns, white papers, op-ed pieces, even letters to the editor.

Then of course there are news releases, case histories, success stories, presentations, speeches -- not to mention the company web site and blog (of course!)

I just posted a full-length article that might help you see the advantages of sharing your valuable business intelligence with prospects. Take a look if you're interested.

Afterward, I'd love to hear what you think. Come on back and post your comments here.

Going solo?

Are you self-employed? Ever flirted with the idea? Freelance web designer Garrett Dimon considers the joys -- and the terrors -- in a blog entry called About Going Solo. Many would-be entrepreneurs expect a joyous and carefree lifestyle, he cautions. OK, there is some of that. But as he points out:

Unfortunately, it’s not as easy as creating a web site and cashing checks. There’s a lot more to running a business that isn’t sexy or fun. Parts of owning your own business are downright boring, tedious, and expensive. Thanks to Lifehack for the link.

Then Garrett provides a variety of links to info about taxes, accounting, sales, marketing, pricing your work, health insurance... (Sheesh! No wonder he's bummed out!)

Hey, in spite of all Garrett's "sad but true" facts, self-employment is a lifestyle with fabulous perks. My favorites: good coffee, flexible hours, private (corner) office with (not one but two!) windows, and a Golden Retriever at my feet who's ready to go whenever I need to take a break and clear my head. Try and get THAT in cubicle land!

As I commented on his blog:

Hey, if you love what you do and treasure your independence, I think solo is the only way to fly...

BTW, I’m writing a book about the joys and pitfalls of self- employment. So I’d love to hear from any of you who want to share your stories. Preferably the triumphs, but I can take the truth. Thanks!

Communicating with cards

From those wacky folks who brought you Overheard in New York, come Cyranet greeting cards.

OK, the artwork leaves a little to be desired. But these are funny, hip cards!

Examples:

Your Joycean email style never fails to stimulate but you may want to throw in some commas and capitals for the guys upstairs.

I only know how to torment you so effectively because we have such a special bond.

Good luck with the interview. For your weakness, be sure not to mention your utter contempt for people less intelligent than you.

Firefox - popups?

OK, maybe this is a teeny bit off-topic. (The line for refunds starts over there.)

As much as I love Firefox, I've noticed that it occasionally lets a pop-up slip through. Or pop up. And we all hate hate hate popups, don't we. And nobody reading this should ever use them, OK? They are literally the Numero Uno complaint from web users.

Well, leave it to the good souls at Lifehacker to find a fix that's easy and quick (like, literally, 30 seconds). A big tip of the chapeau to Pete Bevin of Write Only Media for discovering it (or at least bringing it to lh's attention).

Hey, you're not still using IE, are you? Get the fox, baby. You'll never look back.

Update: Lemonade Dispute Ends in 'Merger'

Hizzoner has stepped in and refereed a settlement to the Great Sausage Smackdown. See below Marketing communications lesson #76: Don't make a jerk of yourself

"A dispute between two boys hawking lemonade and a rival vendor who forced police to shut down their unlicensed stand was resolved Wednesday after the mayor orchestrated what he called 'a corporate merger.' Mayor Stanley Usovicz said sausage stand owner Kevin Kefalas agreed to allow Dominic Serino, 9, and Ryan Decker, 11, to operate as subcontractors under his vending license following an impromptu outdoor meeting initiated by the mayor." Link

Whew. Now let's hope he doesn't try to slip the kids any undercooked sausages...

Marketing departments cause website crashes

Drat. It's just like the techies always say:

Marketing dept to blame for website crashes: official | The Register (UK): "The marketing department is responsible for around a quarter of the overloads and crashes your poor company website suffers. Website testing firm, SciVisum... found that 26 per cent don't ever mention planned online promotions to the guys and gals in the tech boiler room. More than half admit they forget to provide a warning at least some of the time..." Thanks, Lifehacker!

Hey, wait a minute. That only explains about one-quarter of the site crashes. Who's responsible for the other 74%? Eh?

Beware of geeks bearing gifts. Or playing with matches. Or something like that.

Publicity (and journalism's) dirty little secret

Remember the old guy who died last month? The one who claimed he had invented the TV dinner? (Brace yourself if you can already see what's coming.)

Well, he didn't. Invent the TV dinner, I mean. (Yes, he did die.)

According to a recent Los Angeles Times story (in their archives if you're interested enough to pay), Gerry Thomas' bull-- er, baloney about turkey points up what reporter Roy Rivenburg called:

"... one of the dirty little secrets of journalism: reporters rarely have time to investigate every claim people make about their pasts. If you want to embellish, just fool one reporter for one article, then you can use it to show other reporters that your story checked out."

Sad, but true. And definitely not a practice I recommend to my clients, or anyone who plans to have more than a one-shot fling with the media. As a former reporter myself, I'm here to testify: We HATE being lied to, manipulated or deceived.

But then, doesn't everyone?

So when dealing with the media (and everyone else, for that matter), honesty and full disclosure really are the best policy. Especially now, with the Internet making it possible to search everywhere for anything. And uncover your lies.

A word to the wise...

All together now, let's sing: "My baloney has a first name, it's G-E-R-R-Y. My baloney has a second name, it's..."

Is your company name helping or hurting?

That thought crossed my mind as I drove past a pizza place the other day. The name?

Lumpy's Pizza

(Hey, at least he's not selling mashed potatoes.)

What does your company name say about you, your products or services? Are you like Lumpy? Am I?

Blog communications tips - minus one

A recent post on the newly-reincarnated Business Blog Consulting asks, "What will a blog do for my business?"

Probably nothing, says John Jansch of Duct Tape Marketing fame, unless you follow his excellent suggestions. John's list of blogging must-do's are great, but he forgot one important thing -- probably the MOST important thing. Take a look at his list and see if you can spot what's missing:

"Using a blog correctly for most small businesses means these things at a minimum:

• Post almost daily - keep at it for months
• Answer the questions your clients ask you in your posts
• Promote the heck out of your blog online and offline
• Build a network of users and connectors around your blog
• Read and participate in other blogs almost daily
• Integrate your blog into your web site, ezine and marketing materials
• Update the non-post elements of your blog
  

All good advice. What John knows (but probably just forgot to mention) is perhaps the most important thing of all: To provide information of interest and value to your target market.

So it takes both quantity and quality. Without both, your readers won't come back, no matter how often you post.

Marketing communications lesson #76: Don't make a jerk of yourself

A sidewalk food vendor near Boston has given two Salem boys, ages 9 and 11, a lesson in cutthroat business techniques.

Sausage Vendor Shuts Down Kids' Lemonade Stand

But wait -- This just in from the "Instant Karma" department:

"Sausage seller Jarrod Clowery said he regrets ever calling police, and added he's been getting icy stares around Salem."

Well, good. Maybe the whole town will boycott the guy for being such a humbugging Scrooge.

So, you gotta figure... after all this bad publicity, the owner's gonna do a little damage control, marketing-wise? Right? Maybe let the kids set up their stand after all? Maybe even throw 'em a few bucks to ease the pain (not to mention rehabilitate his image)? Smart PR could actually turn this into a very positive...

Oops, I guess not.

The owner of the sausage stand is unapologetic. "I'm not the bad guy here," Kevin Kefalas told the Salem News. "I don't care if kids want to make a little money, but why can't they go to Pickering Wharf? Why do they have to do it 40 feet behind me?"

Some guys just don't get it. And probably never will.

So these two communications geeks walk into a pub...

Had a sunny outdoor lunch today overlooking the Portland (Maine) harbor, chatting with a fascinating fellow: an entrepreneur, web site designer, and absolutely superb communicator. Rich Brooks owns flyte new media in Portland's Old Port and is an active and excellent blogger. He not only writes his own blog but he was invited to be a contributor to the reincarnated Business Blog Consulting. (You can read his first post, "Can Technorati Compete?" here.)

Rich was kind enough to mention me (in a flattering way!) on his blog today. (Guess that lunch was a good investment!) ;-) Privately he has also taken the time to offer feedback, suggestions, and praise as I try to figure out what I'm doing here with this ol' blog of mine.

Anyway, this blog is all about business communications -- and this guy really knows how to write. His blogs and web sites not only deliver necessary and valuable information, they generally do it in a fun, intimate, un-self-conscious way. It's quite endearing and is a great way to build your brand.

For an example of what I'm talking about, take a look at the opt-in and confirmation emails you receive when you sign up for his free newsletter (which is very good, btw). Those email responses may seem routine and unimportant to you. But Rich's demonstrate the kind of friendly "voice" and deft, humorous writing that can be so valuable in forging lasting and loyal relationships with customers.

How's your company voice? Is it friendly, or formal? Stiff, or sassy? What does it say about you, your company, your people? What should it say?

Let's not talk about it, OK?

Money. It's right up there with sex as one of the Things That Aren't Nice to Talk About, according to the Christian Science Monitor.

The greatest generation tries to share the wealth but the kids won't listen: "A study released last week finds a vast communication gap between baby boomers and their parents and relatives on the subject of inheritances and legacies."

What do you think? Are you speaking openly with your parents/kids about money? About anything?

New customer service book

One final thought about the recent Dell customer service fiasco, below.

Recently I edited what I think will be an important business book. Written by Phil Verghis, a client and friend, the book teaches organizations how to provide top-notch service and support for their customers around the world. I think all of us -- customers and companies alike -- can agree that the overall level of customer service could use a lot of improvement!

Yes, the book is aimed mainly at large, global organizations, who face huge challenges trying to provide follow- the- sun customer support around the world, while making the customer's experience pleasant and positive. But what huge enterprises have in common with us little guys is this: We both depend on clear, honest communications with our customers.

Whether you're an Akamai, or a 50-seat software company, or a one-person graphic design house, you've got to focus on your customers. Listen to them. Talk to them. Which takes us back (once again) to the focus of this blog-- how important good communications skills are. Both external (with the customer) and internal (with co-workers and departments heads).

As Phil writes, every company needs to focus on the customer. Service and support executives must be taught that they not only represent the company to the customer -- they must champion the customer to the company. Business processes must be evaluated (and sometimes revised) to make sure they're customer- centric. Top management should consider adding a Chief Customer Officer -- a new C-level executive (CEO, CFO, CIO, etc.) whose job is to look at everything with the customer in mind.

(Grab your iPod and cue up What a Wonderful World it Would Be.)

Let's hope every large organization (and most of the medium and small ones) reads The Ultimate Customer Support Executive: Unleash the Power of Your Customer and heeds its message. (Full disclosure: Although I edited the book, I have no financial stake in its sales.)

I understand Phil is now offering workshops, too, to help spread the word.

And who is Phil Verghis? Well, before launching his own consulting firm, Phil led Akamai's vast and successful customer support organization at their headquarters in Cambridge MA. He is also the former chairperson of the Strategic Advisory Board of the Help Desk Institute (HDI), the largest membership support and service organization in the world. (And there's much more. If I listed all his accomplishments in customer support and service, I'd be writing all day long.)

Frustrated consumers, what do you think? Are you happy with the level of customer service? Which companies deliver the best? The worst?

How would you improve customer service?

Dude, I'm having a problem!

Customer service is another one of those things that can be vastly improved with better communications. Not just communicating clearly with your customer, but communicating with co-workers to make sure the customer is being well served. As the old saying goes, the customer may not always be right, but s/he's always the one with the money!

It seems to me that customer service communications includes three basic steps:

1. Setting customer expectations before the sale. ("This is what our widgets do. Is that what you need?")
2. Listening (and asking) to make sure the customer is happy after the sale.
3. Making things right when something goes wrong.

It seems so simple. I was thinking about this after yesterday's post about Dell, and how one disgruntled customer's opinions are pinging all over the country, both online and in "real life", thanks to a post on his blog.

No one knows yet what the long term effects to Dell's reputation might be. But I can't help thinking how much damage could have been avoided if there was only a simple, effective way for unhappy customers to tell Dell, "Dude, I'm having a problem."

Does YOUR company have one?

I know you're talking to your customers. Are you listening, too?

Simple conversation -- over a powerful new medium

Word of mouth is a powerful way to spread the good word (and the not-so-good ones) about your company-- or a company like Dell.

The newest and most powerful ways for word of mouth to spread are via blogs. They're going mainstream fast, as Rick Segal points out below. Millions of eyes and ears are hearing one guy's blog rant about Dell's lousy service. It's pinging far beyond the blog/ IT/ geek world... even to bank tellers on their lunch break.

"Lots of people (Dell?) are making the assumption that 'average people' or 'the masses' don't really see/read blogs so, we take a little heat and move on.

Big mistake.

That interchange probably cost Dell at least two sales and lord only knows how many over time. And those lost sales are coming from a feedback system that didn't matter a few years ago." Link

Business owners and marketing mavans: ignore the implications at your peril. "Simple" conversations are shifting from one-to-one... to millions of people at a time, all around the world. And these conversations carry credibility that even million dollar ad budgets can't match.

Your thoughts are welcome.

Communicating with Color

You and your business communicate with more than words, of course. The color(s) in your logo, brochure, business cards and web site all send strong messages about who you are, what you do, and how well you do it.

According to Darrell Zahorsky at About.com, in North America, here are the messages certain colors communicate:

• White: Pure. Clean. Youthful. It is a neutral color that can imply purity in fashion and sterilization in the medical profession.
• Black: Power. Elegant. Secretive. The color black can target your high-end market or be used in youth marketing to add mystery to your image.
• Red: Passion. Excitement. Danger. Red is the color of attention, causing the blood pressure and heart rate to rise. Use red to inject excitement into your brand.
• Orange: Vibrant. Energy. Play. Add some fun to your company if you want to create a playful environment for your customers.
• Yellow: Happy. Warm. Alert. Yellow can be an attractor for your business with a relaxed feeling.
• Green: Natural. Healthy. Plentiful. To create a calming effect or growth image choose green. Go green go.
• Purple: Royalty. Wise. Celebration. Maybe add some purple tones to your look for your premium service business.
• Blue: Loyal. Peaceful. Trustworthy. Blue is the most popular and neutral color on a global scale. A safe choice for a business building customer loyalty.

Do you agree? Your thoughts? And what if every business used these colors in exactly this way? The world might get a little more boring and predictable, do you think?