I don’t think I’ve written a book review since, oh, say, fourth grade. But after reading “Start with Why” by Simon Sinek, I feel compelled to share this marketing book with you.

I’ve found myself thinking about this book for several weeks.

Mr. Sinek starts his book with a question. Why is it that some companies and some leaders are exponentially more successful than others? Why is it that some brands inspire such powerful loyalty among their customers?

Consider a few examples…

Many motorcycle riders are so passionate about their Harley-Davidson motorcycles that they have tattooed the company’s logo on their bodies. According to Mr. Sinek, following 9/11, some of Southwest Airline’s customers sent the airline company money because they were “worried” about the airline and wanted it to make sure it survived.

(Can you imagine your customers sending you checks because they’re worried about you?)

The common thread, says Mr. Sinek, is that great companies and great leaders focus on why they do what they do, rather than focusing on what they do.

They’ve figured out, what is our bigger purpose in this world… our cause… our core belief? Why do we get up in the morning, and why should anyone care?

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Here are some of the interesting marketing takeaways from the book:

Most companies market themselves backwards.

When most companies market themselves, they start with what they do (products and services) and how they do it. They usually avoid why they do it – probably because most companies aren’t clear on their bigger purpose.

In contrast, great brands and leaders start with why they do what they do. Then, they back up their beliefs with how and what they do. (They walk the talk.)

Mr. Sinek uses Apple as his example.

If Apple were like everyone else, he says, they would market themselves saying, we make great computers (what), and they’re beautifully designed and easy to use (how). But instead, Apple says, in everything we do, we believe in challenging the status quo (why). We challenge the status quo by making products that are beautifully designed and simple to use (how). Want to buy our computers (or MP3 players, or tablets, or phones)?

Apple inspires people, attracting people who want to be a part of their purpose: thinking differently.

Side note: So how can you integrate purpose into your messaging? To me, defining your purpose should be part of developing your brand strategy. 

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Sharing your “why” is about winning hearts before minds.

When you communicate what you believe, there’s an emotional appeal. Of course, technically, you aren’t actually winning someone’s heart.

When you share your why, you are connecting with a person’s “limbic brain” – the part of the brain that is responsible for feelings (including trust and loyalty), emotions, and all decision-making and human behavior.

When you focus on what you do, you’re connecting with the “neo-cortex” – the part of the brain that is responsible for analytical thought and language.

Communicating what you do doesn’t drive behavior. When you start with why you do what you do, you speak to the part of the brain that controls decision-making.

Side note: As a marketer, I know that appealing “to the heart” is critical; though, I had never heard the biological reason for it. I found the explanation in this book to be fascinating.

———–

Your why differentiates you.

A company’s differentiation takes place in why and how you do it – not in what and how you do it.

———–

The goal is not to do business with everyone who needs what you have, says Mr. Sinek.

People have a basic human need to belong. Belonging makes us feel connected and safe. To achieve a sense of belonging, people look for ways to be around other people and companies that are like them and share their beliefs. When a company clearly shares what it believes and consumers believe what it believes, consumers want that brand in their lives.

Ultimately, the goal is to do business with people who believe what you believe. If you talk about what you believe, you will attract those who believe what you believe.

Side note: I think that having shared beliefs with your customers is critically important from a working relationship “fit” perspective as well, particularly if you serve business-to-business clients. Beliefs play a role from start to finish!

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To learn more about “Start with Why” or to purchase the book, please visit Amazon or visit the Start with Why website. (Please note, these aren’t affiliate marketing links. I’m simply sharing this book because it inspired me.)

To watch a video on these ideas, check out this video featuring Simon Sinek.

Have thoughts about this book or topic? Please weigh in below!

Publish date: May 3, 2012

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Mistake #1: Skipping brand strategy.

Yes, it’s tempting to jump right into writing your marketing copy or working on your graphic design. But if you haven’t given any thought to your brand identity, you run the risk of creating marketing materials that look and sound like everybody else’s.

Lots of features. Lots of benefits. Not enough strategy and purpose.

Do you enjoy throwing your marketing dollars away?

Me neither! I suggest a different approach.

Consider these tips…

• If you need a lot of help defining your brand, invest in a brand consultant or a professional branding company. A branding expert can help you figure out what makes your company special. Branding can help you differentiate your business in a way that appeals to your customers.
• If you know what makes your company unique, partner with a copywriter or graphic designer who will take you through a comprehensive “creative discovery” process. This is your chance to explore your goals, target audiences, brand identity, and competition. Creative discovery takes place at the beginning of your project, so you can be more strategic in your messaging and design.

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Mistake #2: Not having clear direction.

If you don’t have clear direction or defined goals when you start your marketing project, you can end up with marketing content that does very little for your business.

Before you know it, you’re back to throwing your dollars away.

Consider these tips…

• Think about your goals. What do you want your marketing content to do for you? (Build awareness of your company, drive a behavior, shift perceptions, something else?) How will you know when you’re successful?
• Share your goals with your creative partner. If you’re working with a good copywriter or graphic designer, that person should ask you about your goals. With that said, the more proactive you can be, the better! If your copywriter knows what you’re trying to accomplish, he or she can tailor your marketing content to your specific needs.

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Mistake #3: Writing by committee.

Every company has one… The finance guy who fancies himself to be “a bit of a wordsmith.” The operations gal who likes to make her mark on anything she can find. (She’d edit the company phone directory if you gave her a chance.)

Put that guy and that gal on a committee with other aspiring creative experts, and you’ve got the makings of a muddled mess.

It’s not that your colleagues don’t have great intentions. And it’s not that you don’t value their feedback.

The challenge is that you may not be collecting their input at the right time.

When a committee reviews your marketing content, you run the risk of receiving suggestions that dilute the power of your message. You can lose your company’s unique voice. You can end up creating marketing content that’s bland and boring.

Not exactly what you set out to do.

Even worse, you may have to incorporate so many ideas into your marketing content that your messages become unfocused. Keep in mind, you only have a few seconds to win someone’s attention. If you’ve got too much going on, you diminish your chances of engaging your audience.

Consider these tips…

• Involve your key stakeholders when you develop your brand strategy (before you start your creative work). Your stakeholders could include select executives, employees, customers, etc. Think about anyone who has a stake in your brand.
• When you’re ready to move into copywriting, select a small group of representatives to serve as your review team. I suggest two to four reviewers, but I realize this number will vary, depending on your company. Your reviewers should be well versed in your brand strategy.
• Clearly outline the expectations of your review team. Do you want them to review your content for technical accuracy? Editorial feel? Something else? Spell our your expectations. Are you going to make everyone’s edits? Or, are you going to consider everyone’s suggestions? Spell that out too, so there are no misunderstandings.
• Reduce the number of reviewers with each round of review, as in a funnel. This will help you productively manage feedback.
• For you own sanity, avoid introducing new reviewers late in the review process. This will help you keep your budget and project scope in tact. Plus, you’ll stay more true to your brand strategy and objectives.

 —————–

Mistake #4: Soliciting input from family members.

Ah, family. Often, they’re the ones we trust the most. It makes perfect sense that you’d want to ask for a loved one’s opinion.

Here’s the thing. Your family members may not represent your target audience. Plus, they may not understand your vision for your company, the challenges facing your customers, or the essence of your brand.

Before you conduct an impromptu focus group with your spouse, siblings, extended cousins, and beloved neighbor, Frank, consider a different approach.

Consider these tips…

• Trust your gut instincts. If your copywriter has taken you through a professional discovery process and you have a clear sense of your brand, your instincts are a great guide.
• If you must solicit input, gather feedback from people who reflect your target audience. When you ask for their feedback, explore the impression that they get from your marketing materials. Does your company look, sound and feel the way you intend?
• If you must involve loved ones, involve them from the very beginning. Include them in your creative discovery process. Ideally, you want them to clearly understand your vision and have a chance to share their ideas upfront. That way, your copywriter and creative team can accommodate their input (as appropriate) and help you stay in scope.

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Mistake #5: Believing your marketing will last forever.

No matter how good your copywriting, graphic design, and logo are, there comes a time when even the best marketing elements need to be refreshed.

Consider these tips…

• Shift your expectations. No matter how good your creative elements are, they have a finite life span. Enjoy them while they last, and plan on making the timely investment to refresh them. You want to stay ahead of the curve, rather than giving the impression that your company is out-of-touch.
• Think of your marketing materials as your company’s personal styling. We all need to update our wardrobe and hairstyle from time to time! You’re creating marketing content that needs to evolve with changes in consumer behaviors, your company’s offerings, competitors, design trends, technology and more.

So how long do marketing elements typically last?

The time span varies, depending on which element we’re talking about and your business environment.

In general, website content has an 18- to 36-month life span before it needs to go through a major rewrite or redesign. (This excludes frequent changes you’re making to your website, such as posting blog content, event updates, or your social media feeds.)

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Now it’s your turn…

What mistakes have you observed or learned from? What steps have you taken to improve your company’s creative process? Feel free to share!

Publish date: April 12, 2012

Tip #1: Get emotional.

Sure, there are days when the thought of writing your own marketing content makes you want to cry. (So been there.) But that’s not where I was going with this one.

People are motivated to buy for one of two reasons:

1. They want to escape pain. They’re struggling with worries, fears, frustrations, insecurities, anxiety, unhappiness…
2. They want to achieve personal gain. They’re striving for excitement, joy, enlightenment, fulfillment, freedom, peace of mind, advancement…

Yes, you can count on your prospects to ask you a number of intellectual questions. Yes, they will do their best to rationalize their decisions. But if you peel away all those intellectual layers, there is raw emotion near the heart of every decision.

My point?

If you want to be a better writer, speak to that emotion. Ask yourself, how are we improving someone’s life or business? Now write it down. Tell me about it.

Don’t lead with a ton of features that imply how you make your customers’ lives easier. Say it. Spell it out. Speak to the emotion that is at the heart of nearly every buying decision.

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Tip #2: Have a conversation.

I know you want to look smart. Sound smart. Act smart. And I know that you’re probably working with some really smart customers.

But please, please, PLEASE FOR THE LOVE OF PETE, leave the “corporate speak” out of your marketing content.

You aren’t familiar with corporate speak, you say? Let me give you a little taste:

“The synergies we create through our unmatched intellectual capital, our unstinting devotion to trust, efficiency and service, and our unwavering desire to engage with all disciplines to design a successful project…”

Huh?

True, all the words are written in English. But they aren’t saying much.

(Check out Seth Godin’s blog for a more eloquent description of corporate speak.)

Fact is, people are busy, and you’ve only got a few seconds to win them over. To be a better writer, write like you speak. Pretend you’re having a conversation with your prospects.

People won’t think less of you. They may actually like you more.

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Tip #3: Mix it up.

Chances are, when you were in high school, you had a maniacal English teacher who told you over and over again that you must follow all the rules. No exceptions. Ever!

Wrong.

Yes, it’s important to know the rules. You don’t want to look silly. At the same time, many writing rules are meant for bending.

One-sentence paragraphs are okay.

Truly.

So are one-word paragraphs. And incomplete sentences.

Mixing up your sentence lengths and paragraph styles can actually make your writing more interesting. Plus, from a practical perspective, it breaks up the flow on a page – which helps to keep people’s interest.

I say, live a little. Let your hair down. Chop up a few paragraphs. It’s quite liberating.

Not to mention, your readers will thank you for it.

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Want to weigh in? Have your own tips to share? I welcome your input.

Publish date: March 8, 2012.

1. You want to influence what people think of your company. 

Regardless of whether you intentionally brand your company or not, your company does have a brand. It’s your image. It’s the impression that people have of you. 

So the question is, are you projecting the image that you want?

Branding is the strategic process of shaping how people think and feel about your company. Branding is about building a consistent and compelling identity. It’s about being memorable. It’s about giving people a compelling reason to choose and engage with your business.

———–

2. There are financial benefits to having a strong brand.

According to Scott Davis, author of Brand Asset Management: Driving Profitable Growth through Your Brands, 72 percent of consumers will pay up to 20 percent more for a brand of their choice, relative to the closest competitive brand.

So yes, there’s that. Up to 20 percent more in revenue.

Likewise, in a recent Gallup branding study, researchers found that consumers who clearly understood, could articulate, and were aligned with the core elements of a company’s brand gave double their business to those brands.

Do your customers understand and value what makes you different from your competitors? Do they remember you when they need to make a buying decision? Do they tell others about you?

Just imagine what a little brand awareness could do for your marketing and sales efforts.

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3. Branding your company can help you overcome a commodity mindset.

When consumers have no way to differentiate your company from others, they default to comparing you on price. (And we all know how much fun that is.)

If you have a superior product or service, getting stuck in the commodity trap can be extremely frustrating. When you take steps to clearly communicate what makes you special in a way that your customers care about, you give people a compelling reason to choose you that isn’t based on price.

And that, of course, takes us back to #3… People are willing to pay more for the brand of their choice.

Take that, competitors!

———–

4. A polished brand can help you create a better impression with your ideal customer.

You’ve hit a ceiling. A wall. An impassable obstacle. You can’t grow your business another inch until you start looking more professional, credible, or polished.

If you want to attract a new or more sophisticated consumer, winging your identity will only get you so far. People judge your company based on how you look, what you say, and what you do.

Every impression counts.

To attract a “better” customer and to earn a higher price, you have to look, sound, and act the part. You have to understand what’s important to your ideal customers… and how you uniquely help them. You have to create an authentic, compelling, and consistent identity that resonates with your target audience.

That’s branding.

It’s also the law of attraction. Quite simply, you attract what you put out.

———–

5. You want to improve the effectiveness of your marketing efforts.

Your company has an amazing story to tell… Of course, that story varies widely, depending on the person who’s asked.

Professional branding can help your team agree upon your story and the audience you’re trying to reach, so you can sharpen your marketing and sales efforts.

As a colleague of mine likes to say, it’s amazing how much better the choir sounds when everyone is singing from the same piece of music.

Cut through the internal disagreements. The mixed messages to your customers. The marketing cacophony.

Making the investment to brand your company can help you be more focused and strategic in your marketing efforts. It doesn’t matter if you’re a startup company or an existing company that is looking for ways to be better. Your brand is the blueprint for what you say and do… and how you say and do it.

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Want to weigh in? I welcome your input.

Updated: March 28, 2012.

Know thy customer

Recently, I was surfing channels on the TV, and I came across the movie, “The Fugitive.”

I happened to catch one of my favorite scenes in the movie. A tenacious U.S. marshal (played by Tommy Lee Jones) is chasing a wrongly convicted fugitive (Harrison Ford) through a giant drainage tunnel.

The fugitive turns to the marshal and blurts out, “I didn’t kill my wife.”

The marshal bluntly responds, “I don’t care.”

Now, from time to time, this scene pops into my head when I’m conducting a website content audit or a creative discovery session with a marketing client.

Too often, we get so wrapped up in our own story that we lose sight of why our customers should care about our business. We lose perspective on what’s in it for our customers to work with us or buy our products.

You’re a family-owned business − so what? Your company has an advisory board − so what? You have a fancy degree and big-time credentials − so what?

Why should your customers care?

Turn your marketing copy into a lead converter

You may have the best copy possible as far as grammar and readability are concerned. But if your marketing content isn’t tapping into what’s important to your customers, you are losing potential buyers.

You. Are. Losing. Business.

The good news is, there are questions you can ask yourself to develop marketing content that’s focused on your customers, rather than yourself. Better yet, buyer-centric marketing content is one of the best ways to get your phone a-ringing.

If you’ve drafted your own marketing content or website copy, look at each of your core messages and ask yourself:

1. So what?
2. Why should my customers care?
3. What’s in it for my customers? You may have heard this question referred to as “WIFM,” or what’s in it for me? It’s another way of asking, what’s the benefit for my customers?
4. How does my business help solve my customers’ emotional pain? Your customers’ pain points could include their frustrations, worries, fears, irritations, etc.
5. How does my business help my customers achieve emotional gain? Your customers’ gain points could include joy, fulfillment, growth, excitement, peace of mind, etc.

It’s not enough to answer these questions in your head. Work your answers into your copy… or hire a professional marketing writer who can help you.

Remember your brand promise as well

It’s worth noting that your customers’ points of view are also critically important when you’re developing your brand promise − the foundation for your marketing writing. A colleague of mine, Pecanne Eby of Brand Mentoring, often talks about the four “Cs” of a brand promise.

Your brand promise should be:

• Clear
• Concise
• Credible
• And compelling to your buyers

Translation: Do your customers care?

Parting thoughts: Know thy buyer

Yes, there is a theme here. Whether you’re crafting your brand promise, website content, marketing collateral or 30-second commercial, good messaging is about tapping into what’s important to your buyers.

And hey, if you’re like me and you do better with visual cues, picture Tommy Lee Jones in a drainage tunnel, telling you he just doesn’t care.

Those are fightin’ words! Get buyer-centric and tap into what makes him care.

You’ll be amazed with how much more effective you can be in your sales and marketing efforts.

Now it’s your turn…

I’m curious, what questions have helped you improve your marketing writing? What tips do you have to stay focused on your customers’ needs? I welcome your ideas.

Publish date: January 23, 2012

Here are a few highlights from the article and the follow-up comments:

• You’ve got eight seconds to grab someone’s attention.
• You need several versions of your commercial in varying lengths. However, your first eight seconds are critical regardless of the length.
• The key to an elevator pitch is understanding what you offer to your prospect. How does your product or service solve your customers’ pain or help them achieve great gain?

Check out the article at: Why You Need a Better Elevator Pitch.

Alas, not all writers were created equal.

So, you need a writer. Now the real fun begins. How do you hire the best copywriter for your needs?

Fact is, not all writers were created equal. They have different strengths. Specialties. Writing styles. Work styles. Personalities. Haircuts.

Some writers are going to give you a much greater return on investment than others.

There are a lot of articles that describe good questions to ask a writer in an interview. So instead, I want to explore questions you should ask yourself first.

These questions will help you become a smarter consumer. With a little personal insight, you’ll be in a much better position to identify the best copywriter for your individual needs… and save yourself a lot of time and hassle.

It’s worth mentioning that these questions can help you hire any business that offers creative services − a graphic designer, web firm, marketing expert, brand consultant, etc. For sake of this post, though, I’m focusing on copywriters.

Ready? Question one…

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#1: Do you need an executor or a consultant?

If you ask yourself one question only, this is the one.

Are you looking for a writer who will simply execute your vision? Or, do you want someone who is going to push and stretch you?

• If you only want someone to wordsmith your copy or write a pretty sentence, look for an executor. You’re not looking for a writer to offer a lot of ideas. You just need a writer to execute what’s in your head.

• If you want someone who will share his or her expertise to make your business better, look for a consultant. Someone who will offer his or her professional advice. Get you to think differently about things. Push you outside your comfort zone.

You may find the best copywriter in the entire world. But at the end of the day, if you and your writer have different expectations about your writer’s role, it’s going to be a bumpy ride.

Personally, I vote for choosing a copywriter who will thrive under your expectations. Someone who won’t butt heads with you every… step… of… the… way. If that sounds good to you too, decide (in advance) what role you want your writer to serve.

Then, clearly communicate your expectations during the interview process. That way, the writer can either agree to your terms or politely tell you, “I’m not the right fit.”

There’s one thing to keep in mind.

You’ll need to pay more for a writer who is a consultant. You are investing in his or her professional advice. If you’re focused on ROI, though, that partner is much more likely to help you achieve your desired results.

———-

 #2: What do you want your content to do for your business?

This is a fancy way of asking, what are your goals? What results do you want?

I realize that these questions may seem obvious. Nonetheless, it’s easy to get caught up in the creative development process and lose sight of what you’re trying to do for your business.

When you’re clear on your goals, share them with your copywriter.

The more specific you can be about what you’re trying to do for your business, the better your copywriter is going to be able to help you.

There are three key reasons…

1. You’ll share the same expectations. There is less of a chance of surprises and misunderstandings later.
2. A good copywriter will use your desired outcomes to develop a strategic approach to your content. It’s much easier to write to specific goals when you know them in advance, rather than trying to retrofit copy to serve a different purpose.
3. The consultant type of writer can help you stay on track. When you’re in the middle of a project, it’s easy to get distracted with new priorities. If you’ve established your objectives upfront, your writer can reign you in and help you stay on course.

If you’re unclear about your goals (and hey, that happens), take the time to figure them out. Make it a priority.

Otherwise, if you’re muddy on what you want to achieve, your messaging is going to end up muddy too. You’ll have less of a chance of moving the needle for your business. At that point, you’re just throwing money away.

———-

#3: What traits are most important to you in a writer?

Creativity? Experience? Project management skills? Responsiveness? Price? Eccentricity?

(Hey, whatever works for you.)

If you’re unsure because you haven’t hired a writer before, think about other professionals you’ve worked with − such as graphic designers or web developers. What traits did you value in them? What traits did you really miss? If you had a poor experience with a creative partner in the past, what things went awry and why?

Make a mental list of the traits that are most important to you. Rank them. Decide which traits you can’t live without and which traits would be nice, but aren’t essential.

Then, ask your prospective writers about those traits.

For example, if hitting deadlines is really important to you, ask a writer how he or she manages a timeline. “What’s your process? What’s your track record?”

If it’s important for you to work with an effective communicator, ask your prospective copywriter to describe his or her process for communicating with clients.

The goal here is to avoid disappointment and frustration. Missed deadlines. Misunderstandings. Personality conflicts. All the headaches that can waste your time and money.

You may not get every characteristic in your writer of choice. But if you have a clear sense of what’s most important to you, you have a much better shot of identifying the best copywriter for your business.

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#4: How do you prefer to communicate?

We all have our favorite ways of communicating: Email. Phone. Face to face. Text.

If you prefer one communication method over another, let your prospective writer know what it is.

Ideally, your creative partner will proactively ask you about your communication preferences. But if he or she doesn’t, tell your writer what works for you.

This is about setting yourself up for a successful relationship!

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#5: What’s your timeline and why?

Ah, timelines. They can make or break a relationship.

There are actually a couple of questions to ask yourself related to timelines. The first question has to do with your personality.

Are you a planner or do you thrive on getting things done at the last minute?

Again, it’s good to share your preferences upfront, so your prospective copywriter can let you know whether he or she is a good fit for you.

It’s also worth exploring what the writer’s preferences are. If your writer loves a good fire drill and you don’t (or vice versa), you probably haven’t found a great match.

The second timeline question has to do with your project at hand.

When does your project need to be done? Why? Is there an event driving your timing?

The answer for most people is, “I need this work done yesterday!”

My recommendation is to be honest with your prospective copywriter about your timing. You’re creating a foundation of trust.

If you do have an urgent need, you should know that:

• You may have to pay a rush fee, depending on the turnaround time and circumstances.
• You may lose out on a writer who is a good fit because he or she is booked out a few weeks.

A little planning can save you some cash and better guarantee your writer of choice.

———-

Now it’s your turn…

Have an opinion? It’s time to weigh in!

In your experience, how can a business be a smarter consumer of copywriting services — or any type of creative services, for that matter?

What self-directed questions have you found to be helpful?

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Publish date: December 16, 2011

Some people like to savor fine wines. I like to savor fine blogs.

In the spirit of sharing my favorites, I want to introduce you to Ian Lurie of Conversation Marketing. He’s an expert in Internet marketing strategy. A guru, if you will.

Ian is wickedly funny, always insightful, and worth taking the time to read.

In one of Ian’s most popular blog posts, he shares tips to improve your web content. Make it more user friendly. Better connect with your customers.

(And who couldn’t use a few secrets on how to get more love from your customers?)

Ian’s article is two years old. But after rereading it recently, I was struck by how many of his insights apply today — particularly his tips on how to write for the web.

So here it is: 22 Things You Don’t Know about Your Customers.

Enjoy!

If you're hearing crickets (or grasshoppers, as the case may be), it's time for a new 30-second commercial.

There are endless networking books, marketing websites, and sales blogs that describe an effective format for a 30-second commercial. With that in mind, I’m not going to focus on the structure of your commercial (aka, your elevator pitch).

Instead, I want to talk about the words you use in your commercial.

But wait, you say. Someone once told you that how you say your 30-second commercial is much more important than what you say.

True… to an extent.

I believe that your choice of words directly affects how you deliver your commercial. When you use sensory words (words related to sight, sound and touch), you can greatly improve your rhythm, your conviction, and ultimately, your connection with the person across from you – or on the other end of the phone, as the case may be.

——————-

The role of sensory receivers

There are schools of thought that suggest that people receive and process information in different ways − more specifically, through different senses.

• Visual people tend to think in pictures. They speak quickly. They’re animated and use their hands. They have a tendency to interrupt and finish other people’s sentences. They want to go, go, go!

• Kinesthetic people are visceral. They trust their gut. They tend to be slow, calm, and calculated in conversation. They like to process information and reflect on what’s being said.

• Auditory people tend to listen to the words themselves. They’re the middle ground between visuals and kinesthetics, in that they’re often evenly paced in how they speak. They may be more monotone in their delivery.

Under this line of thinking, each of us has a dominant sense and a secondary sense. Depending on where you fall upon the spectrum, you may be fairly balanced between two of the senses, or you may have a strong tendency towards one particular sense.

So this is all very fine and well, you say. But what in the world does this have to do with making my 30-second commercial more engaging?

——————-

Choose words that appeal to the senses

As the saying goes, we do business with people whom we like… and who are like us. On a subconscious level, we connect with individuals who seem like us.

The key with your 30-second commercial is to get out of bland, boring words that could cure an insomniac.

Instead, choose words and phrases that appeal to the different senses. Words that appeal to your audience.

People who have each of the sensory styles − visual, kinesthetic and auditory − subtly communicate their sensory preferences. You may notice it in their speaking style. Or you may hear it in what they say. For example, people tend to use words and phrases that reflect the way they process information.

Ideally, you figure out the sensory preference of the person you’re speaking with before you share your commercial. That way, you can tailor how you say your commercial (the speed, pace, pitch, and rhythm) and what you say to his or her preference.

If that’s too much to ask, then create a commercial that contains words to appeal to all three senses.

Here are some examples from my 30-second commercial.

I often hear people say…

‘I’m stuck. I’m too close to my own story.’

‘I’m frustrated because we’re getting lost in the crowd.’

‘We’re bleeding leads. Our competitors look and sound more polished than we do, and it’s killing our business.’

‘Our team is not on the same page. We may as well be chasing our tails.’

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How to improve your 30-second commercial

So are you ready to spice up your 30-second commercial? If yes, get out your most recent draft.

1. Look for places where you can use more concrete words. Change bland, throwaway phrases into vivid phrases that can appeal to a person’s sense of sight, sound or touch.
2. Highlight the juicy words you want to emphasize. For example: I often hear, ‘I’m stuck. I’m too close to my own story.’
   
3. As you practice your commercial (out loud), emphasize your juicy words. Give them some weight. These are the powerful ideas you want people to remember.

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An added benefit

By being more deliberate in your word choice, you can create a more engaging commercial.

Just as important, you may find that you get greater enjoyment out of sharing your 30-second commercial. And that enjoyment will come across in your delivery and conviction – aka, how you say your commercial. In effect, you become more engaging.

Give these ideas a try, and let me know what you think!

Publish date: November 15, 2011

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The Associated Press Stylebook - A Writing Reference Guide

Tip #1: Treat apostrophes like a valuable commodity. Only use them to indicate possession or to make a contraction.

Ah, the apostrophe. For such a small punctuation mark, it causes a lot of problems. In my opinion, apostrophes are the source of many common grammar mistakes.

My biggest beef with apostrophes is that many people use them more than they’re needed.

In general, you should only use apostrophes in two instances:

1. When you have a possessive noun or a possessive pronoun.
2. When you have a contraction.

(The beauty of the English language is that there are always exceptions, but for this discussion, I’m not going to get into them.)

Here are some incorrect uses of apostrophes that I’ve noticed recently:

• Wedding venue’s in Denver
• The general manager’s in our market…
• The GM’s in our market…
• In the 1990’s, we …

You don’t need apostrophes in these examples because these nouns are not indicating possession or ownership. They’re just plural nouns. Simply give them an “s,” and you’ll be good to go.

Before you insert an apostrophe, ask yourself, is this an instance of possession? Do I have a contraction?

If your answer to both questions is no, you likely don’t need an apostrophe.

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Tip #2: Be singular in your subject. Be plural in your subject. But don’t mix the two in the same sentence.

I find this grammar rule to be one of the most confusing ones to explain.

When you use a pronoun (such as he, she, or they) or a possessive adjective (such as his, her, or their), it needs to agree with the subject of your sentence.

The short of it is, if you have a singular subject, you need to use a singular pronoun. It’s all about staying consistent.

Correct:

“Before a patient goes to the doctor’s office, he needs to make an appointment.”

Also correct:

“Before a patient goes to the doctor’s office, he or she needs to make an appointment.”

This grammar rule tends to make people cranky. REALLY cranky. Suddenly, your writing becomes a commentary on gender equality – or inequality, as the case may be.

Yet, if you mix a singular subject with a plural pronoun, your sentence becomes grammatically incorrect.

Not correct:

“Before a patient goes to the doctor’s office, they need to make an appointment.”

Rather than dip your toes into these contentious waters, my recommendation is to rewrite your sentence to avoid awkward uses of singular pronouns.

For example, in the sentence below, I’m going to change the subject from singular to plural (“patients”), so the pronoun can be plural (“they”).

Correct:

“Before patients go to the doctor’s office, they need to make appointments.”

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Tip #3: If you’re stuck choosing between proper grammar and readability, rewrite your sentence.

I used to work with a chief financial officer who pictured himself to be a bit of a “writing expert.” This was his way of saying that he was a grammar tyrant. While his content was technically correct, it was like reading Chaucer.

It. Was. Difficult. To. Read.

Fact is, there are times when you’re going to run into a sentence that sounds better with improper grammar. Of course, if you write it incorrectly, you run the risk of looking foolish or uneducated. Unintentionally, you may communicate that you don’t pay attention to details.

On the other hand, if you use proper grammar, you run the risk of writing a sentence that no one wants to read. It’s clunky.

So what’s the solution?

My recommendation is to rewrite the sentence. Yes, it’s a cop out… But it’s also an easy way to eliminate the conflict between proper grammar and readability. Problem solved.

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Tip #4: If you’d like a great reference guide for grammar rules, buy a copy of The AP Stylebook.

There are a number of stylebooks available to help you improve your writing. For example, you may have heard of The Chicago Manual of Style and The MLA Handbook.

Personally, I use and recommend The AP Stylebook. It’s the writing guide from the Associated Press.

The AP Stylebook is a go-to writing resource for journalists and editors. It contains useful sections on grammar, capitalization, the use of punctuation, and spelling.

Quite simply, it’s an awesome tool.

You can find affordable copies of The AP Stylebook on Amazon.com.

I don’t receive any kickback for recommending this book. I simply believe it’s an easy-to-use resource. If it can help you avoid grammar mistakes and improve your writing, great!

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Which grammar rules are the most challenging for you? What tips do you have to follow the rules? Sound off below to help others avoid common grammar mistakes.

Publish date: November 1, 2011

Jeff Ames, Brand Design Expert

As a professional copywriter, I get to partner with many talented graphic designers – including Jeff Ames, a Denver designer with extensive experience in brand design.

I recently sat down with Jeff at a coffee shop in Greenwood Village to discuss graphic design tips for businesses that want to build a strong brand.

Jeff brings a unique perspective to branding because he collaborates with companies of all sizes. He is the owner of Jeff Ames Creative, a Denver brand design firm for small to mid-size businesses. He’s also the creative director for Red Robin Gourmet Burgers, a national restaurant company based in Colorado.

The American Graphic Design Awards, the Web Marketing Association, and the Art Directors Club of Denver have all honored Jeff’s work. In addition, many of his logo designs have been published in LogoLounge Master Library Series – a leading logo resource for designers.

Here’s what Jeff had to say about branding, graphic design tips, and investing in a professional graphic designer…

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Ann Kendall: People define branding in different ways. I’m curious, what’s your definition of a brand?

Jeff Ames: I define a brand as how a customer or an audience feels or reacts to your business. When people see your logo or a piece of communication from you, what’s the gut reaction they have?

A brand is a feeling. It’s the experience your customers have when they hear your name or interact with your business.

Managing a brand is about managing people’s perspectives and feelings about you. You have to do that through your marketing. You have to do your best to manage how someone is going to feel about your business.

—————–

Ann Kendall: I’m sure there are many Denver companies that would love some graphic design tips. What are some simple changes that a business can make to improve its design and image?

Jeff Ames: De-clutter!

Strip down your message. Strip away all the excess garbage you don’t need.

Don’t fill space just because you can. Make sure everything that’s on a page or a website has a reason for being there. Give yourself a better chance to have your audience read what you’re putting out there.

Talk to your audience in a way that they want to learn more about you. Put yourself in your customers’ shoes, and ask yourself, what would make me want to learn more about this company? Answering this question helps to strip away the clutter.

Stick to a nice, simple logo, and make sure it’s consistent across your brand.

Lay out all your collateral, and ask, do I have a consistent visual identity? Can I pick up a piece and know it’s from the same company? It’s about more than just your logo. Are you using the same color palette, fonts, etc.?

When you make these changes, you help to refine the gut reaction that people have about your brand.

—————–

Ann Kendall: What do you wish that more businesses understood about design?

Jeff Ames: The value and power of simplicity. The whole idea of ‘less is more.’

If you try to communicate everything, you communicate nothing because you aren’t inviting your audience in.

I’ve worked with businesses that say, ‘But there’s all this white space!’

Yes, there is an opportunity to stuff a message in there, but as you do that, you take away from your core message and what’s most important.

It may seem easy to convey a simple message, but it’s not. Even for me as a professional. I’ve gone through years and years of learning how to simplify a design, and I’m still learning.

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Ann Kendall: Why would you encourage a business to invest in professional brand design, rather than doing it themselves?

Jeff Ames: If you take your brand seriously enough to invest in outside help, others will take your brand seriously.

Professional design can make a tiny, tiny company look much bigger than it is.

If you aren’t working with someone with a lot of design experience, your logo or communication can end up looking ‘hacky.’ You may think it looks good, but the professionalism will not come across. And that will affect how people perceive you. Your audience will not take your brand seriously.

 —————–

Ann Kendall: What do companies need to know about choosing a graphic designer?

Jeff Ames: If you’re looking for strategic guidance, you’ll need to pay more. But hopefully, you’ll get more return on your investment.

The value of a strategic designer is in simplifying your brand. Getting your value proposition on the page. Delivering a more successful message to your target audience through the design and copywriting.

If you just need someone to take the concept in your head and put it on paper, you won’t pay as much for that… But your concept better be great. Otherwise, you may not get the results you want.

 —————–

Ann Kendall: For a company that wants to build a strong brand, what would you say are the biggest graphic design mistakes to avoid?

Jeff Ames: Not empathizing with your audience…

Not thinking about the experience you want someone to have with your brand…

Starting to design before you understand what you’re trying to communicate…

Not knowing your value proposition…

If we’re talking about tactical things – such as designing a page – I’d say not considering what’s going to compel someone to turn to the next page.

A lot of people plop a logo on the cover of their brochure and make the logo the centerpiece. But if your audience doesn’t know who you are, they aren’t going want to open your brochure based on your logo.

It’s really important to step back and ask yourself, who is picking up this brochure? What is our company’s value proposition to this audience? What need are we trying to fulfill for our audience? That’s what you want to communicate through your design and copywriting.

 —————–

Ann Kendall: Will you explain more about a value proposition?

Jeff Ames: Every successful company has something distinct that they offer their audience.

Each business needs to the get to the meat of what they offer that their competitors don’t – or what they do better than their competitors.

It boils down to asking, what can you offer than no one else offers, and why should your audience care? That’s your value proposition.

 —————–

Ann Kendall: We can’t discuss graphic design tips without touching on brand standards. Why should a company create brand standards?

Jeff Ames: When you have standards, it’s so much easier to keep your message and visuals consistent. You can just hand off your brand standards to the vendors or designers who are working with your brand.

It’s important to keep in mind that brand standards are meant to be guidelines. They shouldn’t be handcuffs.

Some companies need to have looser standards because they’re talking to different audiences. For example, in the restaurant world, how you sell a burger to a family is different than how you sell a beer to a dude.

Make your standards flexible enough to talk to different audiences.

And if you’re working with an agency, make sure your agency isn’t using your standards document as a crutch to get projects out the door quicker. It’s not a reason to give up on being creative.

—————–

Ann Kendall: What do you enjoy most about graphic design?

Jeff Ames: Solving problems.

Typically, when people come to me they’re at a point where they’ve gone through friends, or another designer, or a sister’s distant nephew’s cousin who is a ‘graphic designer.’ They’ve realized their problem isn’t being solved.

For me, the most satisfying thing is getting to the end result where the communication solved someone’s problem or did a lot more than expected.

If the communication can live within a broader brand, even better. If it can blossom into a brand, even better.

—————–

Ann Kendall: Jeff, thanks for joining me today to share your ideas.

Jeff Ames: My pleasure. Thanks for having me.

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Want to join the conversation? Leave a reply, and share your best graphic design tips with us!

To learn more about Jeff Ames Creative, please visit www.jacreative.org.

Publish date: October 20, 2011

I find that the “should I blog?” question is on the minds of many business owners that I meet.

Often, they’ve been to a marketing seminar or website workshop in which the speaker tells them that their business must start blogging. Other times, they see their peers blogging and decide they need to do it too.

Here’s the thing.

If you’re like many business owners, you have a finite number of hours and budget to juggle all your marketing activities.

You need to be strategic in how you spend your marketing time and dollars. You need to focus on the tactics that give your business the biggest bang for your buck.

With that in mind, I believe there are a few, fundamental questions to ask yourself before you can fairly answer the question, “Should I blog?”

—————–

Questions to ask yourself before starting a blog

These fundamental questions include:

• Business objectives: What are you trying to do for your business? What are your goals? What do you want to achieve?
• Audience: Who is the target audience you’re trying to reach?
• Marketing tactics: What are the best marketing tactics to achieve your goals and connect with your target audience? Where does a blog fall on that list?

There is no question that a blog can add value in many ways.

A blog can help you attract potential customers to your website, give people a reason to return to your website, share your subject matter expertise, establish your credibility, grow your followers, connect with other experts, create a community…

The list goes on.

But there are other marketing techniques that may be just as effective for you.

I recently met with a Denver business executive who is trying to add new customers. She wants to establish her subject matter expertise with an audience of senior citizens.

Through public speaking events and seminars, she has had great success attracting new clients. She earns two to four credible leads from each speaking event, and she has a high success rate of converting those leads into business.

Her website is not an essential part of her marketing strategy. As such, she puts her time and dollars into tactics other than blogging. In this case, her strategy works for her.

Ultimately, the answer to the “should I blog?” question comes down to what you’re trying to do for your business.

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Practical considerations when deciding to write a blog

For sake of discussion, let’s say you’ve decided that a blog is a wise investment of your time and resources, given your business goals.

The next step is to ask yourself some practical questions:

#1: Are you willing to commit to blogging on a regular basis?

And by regular basis, I don’t mean three times a year. I mean, are you willing to write with some frequency: daily, every other day, weekly, every two weeks, etc.?

If you know you’re the type of person who starts something, but quickly loses steam or gets pulled in other directions, you need to factor that into your “should I blog?” decision.

You don’t want to unintentionally communicate to prospective customers that you don’t follow through on things.

#2: Are you a good writer?

I have a client − a small business owner − who is a master at what he does. He’s a true artisan in his field.

As he would tell you, though, his mastery does not extend to writing.

Consider the blog he was writing… He was too close to his own story. He used too much industry jargon. He didn’t have a clear sense of what he was trying to convey through his blog posts, and that haze came across to the reader.

Without intending to do so, his writing made his business look less professional and polished than it actually was!

#3: Do you enjoy writing?

You may be a great writer…

But that doesn’t mean you enjoy it.

If you don’t like writing but you believe a blog is essential for achieving your goals, you may want to partner with a professional copywriter or a blogging service (a team of dedicated bloggers).

Many search engine optimization companies offer blogging services, as well.

#4: Do you know how to write for the web?

Writing papers or customer correspondence is different than writing for the web. There are special web writing techniques that can make you more effective in engaging your audience and keeping their attention.

If you aren’t familiar with web writing techniques, you may want to partner with a professional copywriter who is.

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Parting thoughts about blogging

Whether you’re deciding whether to start a blog or you’re considering another marketing tactic, always keep sight of one question:

What am I trying to do for my business?

There is no better question to guide you on your marketing journey!

Publish date: October 4, 2011

#1: “Everyone” does not count as a target audience.

Several months ago, a colleague of mine and I were facilitating a marketing workshop. We asked our participants to define a target audience for their business and share it with the group.

One of the participants proudly raised his hand, dramatically looked around the room, and announced that his target audience was…

“All humanity.”

Now, I’m all for believing in your product or service.

But having recently spent an inordinate amount of time in line at the DMV, I can personally assure this participant that “all humanity” is not the right answer.

I’ve witnessed all humanity first hand. It’s a big group.

Here’s the problem with trying to be all things to all people. You end up being nothing to anyone.

You can’t tap into people’s emotional triggers because you have to speak so generically.

It’s difficult to identify the best advertising channels because you’re trying to reach everyone.

You spread yourself too thin, going a mile wide when you should be going a mile deep.

Not to mention, you aren’t giving people a frame of reference to send you referrals. It’s counter-intuitive, but the more general you are in how you describe your target audience, the less people are likely to think of anyone who fits your qualifications.

You lose the “target” in target marketing.

Consider an example. Let’s say you know a realtor who tells you his ideal client is anyone who wants to own a home. A little broad, no?

Having a pulse is not a qualifier. You need more definition.

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#2: There are number of ways to target your audience.

Thankfully, I’ve discovered that the DMV waiting room provides an excellent mix of people to help you define your target audience. Here are a few examples…

Demographics:

Demographics are the statistical characteristics of a human population.

For marketing purposes, I often ask my clients to think about their audience in terms of age, gender, income level, and job title.

But there are many more ways that demographics may apply in your world: Disability status. Family status. Home ownership. Religion. Race. Language abilities. Education level… The list goes on.

The beauty of sitting in the DMV for minutes (hours?) on end is that you get to observe a diverse mix of people. Young. Old. White collar. Blue collar. Ivy leaguers. High school dropouts.

Your mind can’t help but race with all the different ways you could define a target audience.

And when it comes to messaging, the beauty of defining your customers’ demographics is that you know which voice and level of writing to use. You can identify what’s important to your audience and work those messages into your copy.

Psychographics:

In my opinion, psychographics are where the fun really begins.

Pscyhographics have to do with people’s interests and opinions. Examples of psychographics include people’s attitudes, values, hobbies, interests, and lifestyle choices.

With psychographics, you’re getting into how your audience sees the world and makes decisions. What’s important to them? What do they care about? Which brands mean something to them?

Last year, I worked with a wedding photographer on her website content. She had a very clear definition of her target audience. From a demographic perspective, she wanted to work with brides in their mid- to late-20s.

It’s in the psychographics, though, where things got interesting.

Her target audience consisted of independent thinkers. Creative, art-inspired women who wanted something different for their weddings. Fun, outgoing brides who wanted to be trendsetters.

With her audience in mind, we were able to write copy that really spoke to those women. (And, in combination with other marketing techniques, her website messaging has helped her business flourish!)

Geography:

Ask yourself, are your best customers located in a specific location?

Your target geography could be a neighborhood, a school district, a zip code, a set of suburbs, a city, a county, an area or region, a country, or even broader.

Here’s another way to think about it. Do you want to specialize in a location that may attract a specific audience?

I walk through a neighborhood each evening in which 75% of the homes for sale are listed through the same realtor. Forget chasing customers for business all over Denver. This realtor has become the go-to guy for people who want to live near a particular elementary school. His marketing is targeted and on point. He knows his customer, and by the number of “for sale” signs he has up in people’s yards, they know him too!

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#3: Don’t forget to identify your ideal customers — those you enjoy serving.

While sitting in the DMV, I had an opportunity to observe a lot of interesting behaviors and personality types.

For example, I discovered that people react differently when they find out that the DMV is serving person number 18. And they have ticket number 42.

I watched one businessman walk up to the counter in a huff. He’d decided that he wasn’t interested in the numbering system any more. He wanted to be served right then and there.

(It didn’t work out so well for him.)

Nonetheless, as I watched him, I found myself wondering about the different ways you could interpret his personality. Some may say that he was impatient and pushy. They wouldn’t want anything to do with him. Others may say that he demonstrated initiative and moxy — he was a “go getter.”

As you consider ways to define your target audience, don’t forget to identify the personality traits of your ideal customer. What characteristics are a good fit for your business? Would you welcome a businessman with moxy… or disqualify him for being too pushy?

For my business, my “ideal client” includes business owners and executives who are visionary, collaborative, decisive and ROI-focused.

Ask yourself, what customer traits are best for your business?

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Parting thoughts

The better you define your ideal customer, the better we can tailor your marketing messages to their needs and motivations. Your brand messaging becomes much more effective and persuasive. Ultimately, you’re more likely to attract an audience that’s the right fit for your business.

Of course, if you’re looking for your own source of audience inspiration, there’s always the DMV…

Publish date: September 19, 2011

Recently, a Denver manufacturing company approached a colleague and me with a tagline development project.

The company wanted to figure out how to create a tagline for one of its divisions, but the division’s executives were stuck.

They’d already partnered with two professional marketing agencies in Denver. Yet, despite the best intentions − not to mention, numerous rounds of creative review − neither agency had been able to develop a tagline that the company liked.

The problem wasn’t the writing.

Both agencies had followed good tagline writing practices.

Nonetheless, the taglines didn’t feel right. They weren’t connecting with the division’s leaders. The situation had become frustrating… and costly!

So what was the issue?

The heart of the problem was that the division’s leaders didn’t share a clear brand promise.

Each executive had his or her own interpretation of how the division offered value to customers. And because the leaders weren’t on the same page about what made their division special for customers, they couldn’t create a tagline that worked.

An effective tagline starts with a clear brand promise

It doesn’t matter if you’re a member of a large executive team or you’re a small-but-mighty entrepreneur. If your brand promise is hazy or undefined, it can be a painful exercise to try to write a tagline.

And I’m talking paaaainful.

You end up wasting your time, frustrating your team, exhausting your budget… It ain’t pretty.

The secret of how to create a tagline that works is to take a step back and start with your brand promise:

• Who is your target audience? I know this may seem like a basic question, but I’m surprised at how often it’s a difficult one to answer. I find that many companies have a tough time defining who their ideal customer is. As a result, they try to be all things to all people… and end up being nothing to anyone. The more specific you can be about who your ideal customer or client is, the better.
• What is your claim to your target audience? This is the heart of your brand promise. Quite simply, if people use your product or service, what can they expect from your business? It can be helpful here to think in terms of Maslow’s hierarchy of needs. If you had to put your business on Maslow’s pyramid, how would you say your company helps people? Does your business offer safety? Personal fulfillment? Something else?
• How do you deliver on your promise? It’s one thing to make a claim. It’s quite another thing to be able to back it up. Ask yourself, how do we walk the talk? Your “proof points” can become great marketing messages.

Once you have a clear understanding of your brand promise, it’s much easier to create a tagline that is memorable, meaningful and compelling. You’re much more likely to be “on point” with your brand.

Stepping back to take a step forward

In the case of the Denver company that couldn’t agree upon its tagline, my colleague, a brand strategist, helped the division’s leaders articulate their brand promise.

(It took a few iterations, but they got there!)

Once consensus had been reached around the division’s claim, I took over the creative reigns. I developed several tagline options, using the brand promise as my guide.

Because the division’s leaders had taken the time to develop their brand promise, they were excited about their tagline options. And, with input from the company’s chief brand officer, they selected a favorite.

Regardless of whether you run a big company or a small one, taking the time to define your brand promise can make all the difference in creating an effective tagline.

Publish date: August 30, 2011

If you want to improve your writing skills, it’s helpful to understand ways that you can take some creative license with writing rules.

When you know how to bend the rules, your writing springs to life. You’re engaging. You pull people in…

And when you don’t know what you’re doing, well, you run the risk of sounding uneducated. Or worse, incompetent.

In a recent article on the Ragan Communications website, Erik Decker describes “Five Writing Rules You’re Allowed to Break” from time to time.

Erik’s suggestions may leave you yelling, “Hallelujah!” or “Blasphemy!”

Read the article, and find out where you stand. Hopefully, you’ll walk away with some good tips.