Secrets of Industry Leaders

Telling the Story With Today's Technology

2010-12-15T11:55:00.001-05:00

I enjoyed being on Bold Ventures Radio talking about the convergence of media and online technology, and how today's stories are told. Listen here:

http://www.radiosandysprings.com/podcasts/BoldVenturesDec8.2010.mp3

Industry Leadership: The TripleA Approach

2010-12-08T19:48:00.002-05:00

Tonight it was my pleasure to be a guest on Bold Ventures radio, a show hosted by media mogul Jean Creech Avent, whose work for financial authorities like PGRX and, back in the hey day, Arthur Anderson, creating significant presence for her clients.

Listen to the segment here: http://www.radiosandysprings.com/podcasts/BoldVenturesDec8.2010.mp3

What did she choose to focus on? The personal and professional aspects of entrepreneurship, and what differentiates a company. For Write2Market, that's our TripleA approach to industry leadership, and for listeners to tonight's show, here's our presentation on how we create more Awareness, Awards, and Access for the industry leaders we work with.

For more about creating recognizable industry leadership and using public relations effectively, visit www.write2market.com.

Industry Leaders: more imagination or more execution?

2010-12-07T11:28:00.003-05:00

You know when you’re in the room with an industry leader. I’m fortunate enough to spend many of my days in rooms where they congregate, like this morning at Bloomberg in Manhattan with Write2Market’s public relations client Doug Haugh, Executive Vice President and CIO of $5.2 B Mansfield Oil—a company that’s experienced double digit growth for 3 decades and has climbed to #73 on Forbes List of Privately Held Companies.

Doug reimagined and reinvented corners of the energy industry before joining the Mansfield executive team, including co-founding Fuelquest, which handsomely paid off early investors with a 55x multiple and won him Entrepreneur of the Year in the Houston region a few years ago.

But back to Bloomberg. Let me tell you what the “non leaders” do when the sit across the shiny white plexiglass Bloomberg interview table, which reflects a confetti of news projected from hundreds of flat screens.

They worry.

They look down at the reflective table and see themselves superimposed over the world of information service. They wonder if they’ll ‘be okay.’ They freeze. They ask to say it again. And again. They try it on. They aren’t sure it sounds right. The reporter is already thinking about lunch, or that next interview with the mogul that flew in from Marrakech last night . . . The clock crawls.

How is it different for an industry leader? Walking into the media pulse that is Bloomberg, leaders enjoy the view, the eye candy, the stimulation. They already know what’s going on--they’re making it happen. “There’s a big difference in talking about what’s going to happen when somebody pushes the button, and knowing you’re about to walk over and push that button in 10 seconds,” Doug says. He's right.

The industry leaders of this world may be modest--or not. They are often aware of the impact of their comments while the world is listening. But one thing they are not is worried. And that makes all the difference.

The unfamiliar future coming towards us at the same 60-seconds-a minute pace is already a home they’ve decorated and designed, in their minds and imagination.

Does the industry leadership perspective sound compelling? Try it on. Imagine your industry in five years. What are you doing to reinvent it? Who are you telling so they can come live with you in that future?

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For more about creating recognizable industry leadership visit our Atlanta public relations firm's site at www.write2market.com.

Facebook News Feeds: Why They Beat Google

2010-12-01T10:34:00.001-05:00

Dave Kerpen, CEO of Likeable Media, pulled back the covers on Facebook vs. Google last night at 2 Park Ave, speaking to an audience of Manhattan entrepreneurs. According to him, LIKE is the new LINK, and he makes a compelling presentation as to why.

Key take aways: you may not need a Facebook profile page, but the time has come that if you spend dollars on Google Adwords, you've leaving money on the table not complementing that with a Facebook ad campaign. Write2Market has certainly found the same for our clients--Facebook creates a level of targetting you can't duplicate even with the finest Google Adwords tailoring.

Here's why: Facebook allows you to target people based on a number of demographics/psychographics, even things as detailed as WHAT THEY LIKE or phrases such as "looking for accountant." So for example, for one of our clients who is looking for mid-market CMOs, finding people who mention MarketingSherpa or "like" AMA results in a steady stream of strong leads.

But what makes this less scary, is that your content or your offer actually has to have some relevance too, to work in the Facebook ecosystem. In the video below I snapped last night, Dave talks about why some content rates higher than others--more likes, more engagement.

On Facebook as with all the new social media outreach tools, if your content is not "voted up" as interesting by likes and comments, it gets "pushed down" to the bottom of feeds. So real contributors compete in a meritocracy of content like never before.

And for those of us who focus on content like Write2Market does, that's a real win for marketing, and an innovation in the last few years that is only now starting to get the attention it deserves. Now, better content REALLY IS better connection, and you can see it in action on marketing platforms like Facebook.
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See Write2Market's Atlanta Public Relations team.

People Buy For These 3 Reasons - Christine Comaford Speaks to EO Atlanta

2010-10-14T06:55:00.005-04:00

Christine Comaford

Dated Bill Gates . . . that's quite an opener, I thought, inching forward in my seat as Christine Comaford seized the stage and the audience's attention a few nights ago at an EO Atlanta function. Everyone in the room had founded a business that had already made a few million, and they were eager for more.

Christine knows how to keep a good thing going--"and dated Larry Ellison," she added. Now I really gave her my full attention :), but soon realized that charming billionaires may be among the smallest arrows in her considerable quiver. She just tossed these little personal morsels out as amuse bouche.

Comaford, who has built several business and sold them for millions, simply understands business with passion. She quickly dove into the core of her talk. "People buy ...

Simon Sinek

1. to make money,

2. save money, or

3. reduce pain and frustration," she said.

Once you know why people are buying you, "figure out your why and execute like a banshee," she continued, referring to Simon Sinek's Golden Circle model for entrepreneurs. Then you can sell your business--and move on to your next life challenge.

"People don't buy products and services they buy experiences." I liked this reminder. Business hasn't changed that much in the last few thousand years. As long as there's demand, there will be a supply--so buyers will get what they need from you...or from someone else. Why choose you?

Consciously creating an "asset" out of the experience of working with your firm was one of the best take aways for me in the evening. I've heard this same message done well before--like from John DeHart of Nurse Next Door, who exhorts fellow entrepreneurs to focus on culture and experience as a major competitive advantage--but her way of putting it gave that extra energy that inspires action.

Comaford recommends that entrepreneurs answer 4 simple questions as they build their business--even if they never actually sell:

When do you want to sell your business?
For how much?
To whom? (She suggests a list of 4-7 companies/people that you write down and start relationships with.)
What are the assets? Are you sure that's it?

Assets that deliver major multiples

Assets don't have to live on your balance sheet. Comaford introduced an imaginative list that many of us have been exposed to before with with energy and enthusiasm:

Alliances-- if possible, with that list of 4-7 companies that can buy you. Create a relationship with them now, and get on their radar. "But when they call to buy," she advises, "You're not for sell. Create the impression that they can't have you." Even if they don't buy you, a significant alliance adds value to your firm.
Best practices--with any luck at all, your industry has some new tricks created by technology, and you can be the one that defines the "best practice" with thought leadership you showcase at conferences, trade shows, on your site, articles. This knowledge leadership differentiates you from other companies like yours the buyer may be considering.
Methodologies--She nailed me on this one, asking me to tell her the precise steps Write2Market uses to create industry leaders. I started talking...and talking...and talking, and with a smile she interrupted saying --"yeah, get it out of your head and into a methodology! Everyone has a method, just not everyone gets paid for it when they sell their business."
(Thanks Christine--she pushed me to come up with the "Write2Market AAA Industry Leadership" methodology--which of course she was right, we were already doing, but not explaining.)

Rules for Renegades--Comaford's business coaching in book form

If you own a business and you're interested in greater returns, I recommend seeing Christine. Sure, some of her common sense wisdom you wil l have heard before--after all, it's business and it's been around a while--but her energy, enthusiasm, and memorable ways of engaging will help you activate the information in ways you haven't realized before. And THAT is valuable. For me, after hearing and knowing about creating methodologies, and counseling dozens of clients on the same topic, it wasn't until Christine "nailed me" that I pushed to codify a methodology for Write2Market's industry leadership public relations practice, for example. Ready for more?

Christine Comaford is speaking next month at TEDx San Diego.
You can also get a great dose of her from her book, Rules for Renegades--available in hardcover and, my fav, on Kindle.

Learn about our Write2Market's Atlanta Public Relations team or check out our company's public relations blog.

Creating recognizable industry leaders while doubling newsletter revenue

2010-08-09T22:55:00.001-04:00

Yesterday morning, upstairs at Danneman’s coffee shop in downtown Atlanta, my team at Write2Market was holding a get-acquainted session for two new full time employees--and it happened.

VP/Communications Jean with a client in our conference room

We laughed when we realized that we’d done the same thing that so many of our clients do until they hire us…we had been describing our company in terms of “what we do” and not “why we do it.”

Do we do newsletters?

Well . . . yeah. We could say we “do newsletters.” (And press releases, white papers, case studies, books…snore!) And that’s ALL BORING. It also totally misses the point of what our team accomplishes for our clients—companies like Alcan, Aflac, Jack Welch Institute, Camp Coca-Cola, Mansfield, PeopleNet.

What we should be doing is telling the stories. Let me tell you one. Last week, when Case-mate asked us to revamp their e-newsletter, some magic happened. Here's how the write2market Case-mate account team told it:

The high-end technology accessories brand case-mate sends out several Newsletters to their 67,000 subscribers each month. Their e-commerce team was recently challenged to package three dissimilar products into a coherent, appealing sales pitch to be launched by Newsletter. A consultation with Write2Market developed a unique approach to the products. The mini-campaign began with redefining the product descriptions online by bundling content into unique pages. Then, Write2Market developed the Newsletter subject line, taglines, and descriptions around one concept: "Cases Performing Everyday Magic," capturing unique product properties in an engaging, fun way. The results: case-mate doubled their standard Newsletter revenue in one day, from $2,000 to $4,000 and retained more subscribers than average.

You can see the newsletter here.

In 24 hours, we had the news: they made thousands more dollars because of:

more sales per issue
fewer subscribers lost per issue

Lots of results for a first pass. So telling companies “we write newsletters” just doesn’t say what happens when we DO. What happens is more about "why" than "what."

The why is, we love to take the industry leadership we see in our clients, and give it wings. I think there's a little Merlin the Bard in everyone on our team. We're all seeing King Author in our clients and wanting to give voice to that greatness.

As our clients' authentic industry leadership gets transmitted through our communications experience, revenues get realized.

So, as a team, our language is changing--now. We have dozens of stories showcasing how creating recognizable industry leadership happens at a tactical level. Often that does involve trade show lit, writing white papers, bios, media outreach and the like. But if you’ve ever lobbed a perfect white paper or web site, with zero grammatical errors, to an audience that clearly didn’t seem to care, you KNOW tactical execution is not even a quarter of the story.

As I type this, I smile to think about the Bloomberg, Fortune and Forbes interviews scheduled for first-timers this week in New York. I am pleased to consider our hatching of plans to open a New York office this fall. And I think about our clients, the industry leaders we’re escorting to the lime light . . .

And that’s how we’re going to talk about it from now on! We take industry leaders—and create recognizable industry leaders. The difference is dramatic—from “no name” companies to the stars everyone wants to rub elbows with. Are you an unrecognized industry leader? I have JUST the agency for you . . . J

For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Industrializing ego--on writing and hiring and their uncanny connections

2010-08-03T01:10:00.001-04:00

I admit it: I really like the video that Sanctified Crack Gorilla Productions (no kidding) put together. And I guess that means something--on video, I told a real story about how working with the Berke profile changed Write2Market's hiring process--hopefully forever although the next president of Write2Market may update my ideas. :)

Benjamin Barak captured that story on tape for Kelly Land, CEO of Berke, and there you have it.

Watch it at: http://www.berkeassessment.com/

Watching it for the first time, I was struck by how much can be gained by "industrializing ego." Mine, yours, any ego.

A number of the "problems" in the world can be traced back to pure ego without parameter. Much of today's "new money" is made by taking ego (without any discount) and multiplying it times a process that brings out the best context for it. If you do that, you've got a gold mine.

Examples? By all means. When it comes to hiring, the hiring manager--let's say me--means well but all the good intentions collide, and sometimes the stew you end up with isn't profitable for the employee OR the employer. But put that hiring ego against a process like Berke profile, and you can get world class results.

The same is true with content development--Write2Market's manifest destiny. I see lovely writers and authors every day who, with the best of intentions, make stew out of carpaccio material. At Write2Market, we're looking for a thoughtful eye for story joined to the discipline to tell the tale through any appropriate outlet. When you marry a great process with a great gut, you get hyperbolic results--like the way we've industrialized wins so we as a company and claim we "create recognizable industry leaders" after numerous times landing stories in Forbes, Fortune, CNN, Bloomberg, and the like.

The answer to harnessing the money behind "me me me" ego-madness lies in looking for the right process and matching it with the instincts behind the "answers." You see that in the best new market entrants in any field. For example, NewsBasis, the start up that promises to connect story sources with story reporters better, doesn't bely the instincts of publicists OR journalists, but tries to automate them a bit by doing some of the routine sifting first. LiveMocha, the language learning site, harnesses real passion for language against the real instincts of native speakers in almost real time. ClickScape takes a home buyer's need to drive neighborhoods and matches it with their dreams about a new home--a desire parametered (I know, neologism) by drive time as well as cash at closing, since the site promises to reimburse buyers at closing.

So what's the point?

Any time a big ego helps AND hinders, there's a process called industrialization ready for entrepreneurs to invent. Let's get crackin' people! :)

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For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Marry me: up close with leadership at Keller Williams

2010-07-22T20:37:00.000-04:00

Getting a woman to say yes to man can be hard, confessed the happily married Tom Hughes, CEO of National Electronic Attachment, a man with the kind of character queens could fight over. Not only did he convince his wife, he's convinced hundreds of employees and investors he's a man worth committing to. As CEO of Write2Market, I was included with Tom and a cast of other founding CEOs on a panel around what leaders look like today. Turns out, they look like anything they need to look like to get the job done, as long as they keep their integrity...

My particular contribution to the panel comes from my daily experience leading intelligent, artful, willful and ambitious people to create reputations not for themselves, but for others. Write2Market is in the business of helping markets discover their industry leaders by revealing those companies with publicity, marketing and web content. We do this for companies like $5.2 B Mansfield Oil, Case-mate, SunBelt Biofuels, and even for nonprofits like Coca-Cola’s C5 Foundation.

Yesterday's Leadership Summit, a multi-state educational event orchestrated by Keller Williams for its Southeast team leaders and top executives, dug into the different aspects of leadership. While most companies are preaching protocol, Keller is engaged with what approachable CEO Mark Willis has taught it to do by heart—opening up the conversation to innovation from within and doing some benchmarking without. In a room full of silk, suits and ties, he wore a polo emblazoned with the Keller Williams logo—one of the crowd. Entrepreneur Magazine knighted Keller Williams as the top real estate franchise in the country last year

From that perspective, I had fun contributing with my fellow panelists on “the recipe for a leader.” The room was full of leaders listening, and a conversation—moderated by CEO Mark Willis in conjunction with Cliff Oxford, CEO of the opportunistically-monickered Entrepreneurial Advisors—developed between the room, the panel, Mark and Cliff. (If you’ve got an entrepreneurial bone in your body you’ll want to check out the education Cliff’s organization offers at www.entreprenuerialadvisors.com.)

What I got from the two hour session was that while KW described 10 ingredients for leadership, the resonant theme was that a real leader is a chameleon, able to synthesize the color the room needs in the moment.

1) Leaders rapidly shift gears to the needs of the moment, becoming focused, disciplined, charismatic, or visionary as the situation requires—changing from swim to bike like a triathlete, the method irrelevant, the race all that matters. Vision is the magnetic north and leaders don’t find this process of constant readjustment difficult (it’s just the process).

2) The distance between the leader and the “pack” is critical—and managed at just as small a margin as it can be. Real leaders seek consensus but aren’t ruled by it—that tiny margin of difference is the magic that differentiates a real leader from a rabble-rouser or people pleaser.

The guy with the golden recipe card on leadership seems to be Kent Gregoire, CEO of Responsibility Centered Leadership. While we didn’t speak long, he was seated to my immediate right and kept chiming in with research, results, and renovation around leadership, accountability and responsibility. I made a note to follow up with him and get a look at his company’s goodies—check out www.rcl-inc.com. They’re consultants about developing cultures of accountability and from Kent’s comments, they know what they’re doing.

At the end of the session, the conversation turned back to commitment as perhaps the most critical component of leadership—the leader’s commitment to vision, and the followers commitment to the leader. Without serious commitment, the leadership relationship doesn’t scale. In a leadership relationship just like a marriage, broken faith or broken promises erode the passion and can cause the relationship to break. I thought often about how it's that way with our clients at Write2Market too--I was just at a $50 million consumer product company after a presentation from one of our team members, when their Director of PR shook my hand on a new deal saying, "We've never done this before. It's a big step. But we trust you..." That's everything.

Because of the irreplaceable importance of trust, the panel agreed the one leadership trait all leaders share is integrity—always giving followers reasons to stay married to the cause. Cliff shared a story from his days at UPS years ago when he told people they could come in wearing shorts on Saturday. His supervisor told him that was not the way it went—UPS people wore pants. “You’re the leader of the pants people,” he was told, so go lead—and Cliff learned a lesson he still carries about how the cause becomes part of the persona of leaders. Even when followers may not agree with every detail, if they agree on the cause and principle, and find the leader full of integrity, the magic of commitment can occur and create great results in organizations.

"You're looking in a mirror," Cliff said. Leaders attract the followers they deserve. That thought made me smile when I checked in at the end of the day to hear the good news home at Write2Market about more articles landed, more speaking positions confirmed, more progress made helping other companies get the reputations they deserve. Hopefully all leaders, like me, have a lot to learn--but just for a few minutes I stopped and enjoyed the results of commitment from my team--something I'll never break faith with.

How much return should you expect from public relations?

2010-07-02T12:59:00.000-04:00

A very successful entrepreneur from Dallas asked me recently:

> In general, how much return (or at least how much press coverage value,
> i.e. if you spend $3k in PR for every $5k in equivalent print ad cost
> because a publication picks up an article) should you expect to get?

I answered him in email and go this permission to share the question--which so many CEOs have--as well as my answer below in case it's of interest to others.

Peter,

Great question! The answer is, the ROI you get from public relations completely depends on the

1) value proposition of the business,
2) the neediness of the industry for information, and
3) the saturation in the market of the particular message.

In mature industries, returns are slimmer, and in newer industries,
returns tend to be higher. In general, across all W2M b2b PR (please
note: I said b2b), our clients return on their investment with us is
very high, and they look at it as a sales and lead generation tool, not just an awareness builder.

We calculate their return as a stat by adding up the value of the media we
place for them (articles, radio, tv) at 60% of the rate of the same
coverage if it were an ad. So for example, a small company like
(name withheld)--20M a year gross, 2 M EBITDA--sees 2-3 articles and a
newsletter from us a month. The same value in advertising for those 6
pages would be about 30K/month in the global trade journals they would
need to advertise in--alongside big players. But they spend
6K on our services, soup to nuts, and can point to several six figure deals a year that come to them solely from the press coverage.

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For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Ghostwriting - the art of "manifesting your manuscript"

2010-06-28T23:07:00.004-04:00

Since the movie Ghostwriter, people have opened up their eyes to an industry that's been under our noses. Some people even suppose Shakespeare was the name of a collective of ghostwriters. Historical precedence aside, many autobiographies or memoirs are penned by "ghosts."

Here are a few examples. The autobiography "Ronald Reagan: An American Life" was ghosted by Robert Lindsey. “Learning to Sing”, the autobiography of American Idol star Clay Aiken, was written with ghostwriter Allison Glock. The autobiographies of Doris Day and Sophie Loren were written by A.E. Hotchner.

Ghostwriting popularity
So how popular is ghostwriting? Statistics are hard to come by since many people don't want to reveal that their book is ghosted. Some industry estimates suggest that up to fifty percent of all non-fiction books are ghostwritten.

Here's an excerpt from Caslon Analytics about how you may have already encountered ghostwriting:

Virginia Andrews, author of the pulp bestseller Flowers in the Attic, died in 1986 but has merrily continued to publish from the big attic in the sky, courtesy of ghost Andrew Neiderman.

Tom Clancy, Robert Ludlam and Clive Cussler are other thriller writers who have lent their names.

Clancy's publisher explained that

Tom Clancy creates the ideas for these series, and the writers execute Clancy's ideas. All these titles are subject to Clancy's overall editorial supervision.

Sales of Swan, a 1994 novel supposedly by supermodel Naomi Campbell, similarly do not appear to have been damaged by the author's apparent unfamiliarity with the text. The Washington Timestartly commented that

During an interview she admitted, "I just did not have the time to sit down and write a book" (although she did have time to promote it).

Campbell's agent insisted that although Caroline Upcher was the "writer" of Swan Campbell was the true "author". More embarrassingly, former US Libertarian Party Presidential candidate Bob Barr was sued by his ghostwriter over alleged non-payment of US$47,000 for Lessons In Liberty.

Manifest your own manuscript
Interesting in having your book manuscript manifest through spectral means? Check out author services at Write2Market, an Atlanta ghostwriting shop: http://write2market.com/bookwriting-ghostwriting-author-services.fs

Social media's swan song

2010-03-11T15:00:00.000-05:00

Who hates social media? The people who don’t use it and are tired of hearing about something they don’t find useful. Good news for lovers and haters: social media as a pass time on the internet is about to come to a screeching stop.

But before we explore the death of social media, let’s look at some of the causes. Chief among them—popularity.

According to the Harvard Business Review last month, “the blogosphere is doubling between once and twice a year and there are over one million blog posts daily.” Similarly, according to Nielsen Online, Twitter grew 1,382% year-over-year in February with just over 7 million unique visitors in the US for the month. According to a 2010 Burson-Marsteller study of social media usage among the Fortune 100, 66% have at least one Twitter account—the average is 4.2.

By the numbers

Even with those impressive stats, Twitter is only the second most popular social media platform. The most popular one for business is Facebook, with over half of the Fortune 500 keeping at least one fan page up to date with news about company happenings, research and announcements. A third manage a corporate blog in addition to their Facebook presence.

Who cares? Clearly, our neighbors. For the Fortune 100, corporate fan pages average 53,941 fans each in the US, which shows quite a few people look to engage brands through social media in the same places they engage their friends.

What’s next?

And that’s exactly why social media as a unique “destination” on the Internet is in its death throes. It’s become so pervasive that it’s now just “media” like the New York Times is an institution, not just a newspaper, and Bloomberg is a news engine, not just a TV show.

Social media has grown into the answer to the information overload of the web. It creates a layer of social context for the overwhelming rush of raw data online. So instead of wondering which of the 20 new restaurants in your area are good, you can find out through Yelp or Facebook. Instead of being overwhelmed by catalogs and indexes of information, you can network through LinkedIn or Facebook to mine trusted veins of information that work for you, in your world, in your unique context, and with your particular set of friends. You can even post your questions—and get detailed answers.

Social media is scaling the Web to manageable bites, presenting a very personal window to the impersonal warehouse of facts and opinions that is the untranslated internet. Google gets 2 billion queries a day—it’s no surprise Facebook, according to a Harvard Business Review column on 2010 social media trends, adds 700,000 new users a day.

Transforming from pass time to portal

When social media came on the scene a few years ago, it was a fringe activity or something you worried about your high schooler engaging in. Now all grown up. social media is integrated into the online environment, as video sites, New York Times articles, and even corporate blogs show a dignified approach to cross linking, posting, and tweeting what people like.. This mapping of social demographics has never existed before—it’s sort of like watching social clubs that you knew were real create virtual homunculus’s.

Marketer Mecca

And this means social media isn’t its own channel any more, having transformed from an experiment in social intelligence into a true reflection of a rather significant portion of our society. With the edges blurred like this, social media is now just media—another way to spread ideas among friends, reliably, efficiently, and –what’s interesting to marketers—trackably.

So how do you make sure you’re not left behind, like a company that stayed solely on radio when TVs started springing up in American households, or a company that stayed with TV and magazines with the Web roared in? Just like with any other mainstream channel, you listen to your customers, find out their interests, and engage them at their point of interest online. Social media doesn’t change the rules of good marketing, just the platform that you’re delivering your message through. In fact, most marketers find much to love about social media—the real time feedback, instant gratification and rich conversations not just with your firm but among your customers open opportunities to understand your market like never before.

If anything, engaging in social media is helping companies stay connected to an ongoing conversation with their customers. Through the idea exchange and informality of Facebook to the explicit network mapping of LinkedIn, companies who learn how to communicate well in the idiom of social media reap a better relationship with their revenue sources.

Lisa Calhoun is president of Write2Market, a public relations and content development firm that practices integrated communications—including social media. Write2Market’s team of communications knowledge leaders is located in Little Five Points. Find out more at www.write2market.com or email lisa@write2market.com.

For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Writers called to master the immediate

2009-11-20T12:48:00.003-05:00

Founder of one of the most successful etailers, Amazon, and the passionate inventor of Kindle, Jeff Bezos has spent some time thinking about “ideas” and their distribution. So what does he do?

"We base our strategy on customer needs instead of what our skills are,” Bezos told CNET last year., speaking with Dan Farber, Editor of CBS Interactive News. “Customers will eventually need things that you don't have skills for, so (you) need to renew yourself with new skill.”
Dan Farber got this from the interview:

Regarding the fate of physical books, Bezos said the vast majority of books will be read electronically. Just as horses haven't gone away, books will be around, he quipped. "We see Kindle as an effort to improve the book, even though it hasn't changed in 500 years," he added.
Content is not hoarded and updated on a strict schedule—it’s always on. The sifting and judgment of editors and “the worthy researcher” is removed—allowing the person seeking knowledge to directly interact with all the grit, grist and grind of information in its raw and ugly form.

This is where the great writer will shine in 2010—master of the immediate.

There are still knowledge aggregators you can rely on—if you want to pay for the fine tooth comb, or are in a hurry, or like subscriptions. Gartner, Forrester, and the New York Times all come to mind. But for the masses, knowledge is not a luxury as it was in the past—for royalty, scribes, and literati. Now, it’s a service industry—and an increasingly public service industry. The content provider that serves it up fast and hot gets the billion burgers served, and with today’s channels of information, that superstar is the writer.

Copywriting trends 2010: resurgence in research

2009-10-22T08:10:00.010-04:00

BACKGROUND BLURB: Write2Market and WritersJobGuide are co-presenting a paper in early November on 2010 writing trends. I'm going to use the blog to gloss a few of the potential topics in rough-thought form, and look forward to any feedback you have. I'm really excited about the line up of interviews for this piece--Scott Abel, Peter Shankman--some of the top minds in the writing world today.

Resurgence in research
Consider today's professional writer--solidly grounded in their career, 28-48, years old, managing 90% of the ideas that flow through and around corporate America, 100% of the creative copy, and 80% of the social media mania . . .

Got that writer solidly in mind?

Wait a second. Where did those stats come from?

Exactly. I made them up. Like much of what you read on the internet, material that sounds like research isn't. In fact, let's loook at BLS data from 2008--facts--about writing professionals. The median hourly wage for a writer of any stripe, technical or media, is $25.51. There are about 300,000 employed writers--a number not expected to change as a percentage of the population, and BLS coyly calls the writing job market "competitive." Claire Morgenstern, a student writing in the Carnegie Mellon student newspaper The Tartan, expresses the frustration talented young writers feel:

Unfortunately, there are so many fledgling writers out there (and even non-fledgling writers, as veteran reporters from the Los Angeles Times, Chicago Tribune, and The Baltimore Sun, to name a few, have been thrust from their offices with floor-to-ceiling windows to cubicles at a temp agency, or more commonly, their own kitchen tables, staring at their laptops, wondering if they have the stamina to make a podcast) who will pitch and write stories to be posted on news sites for free that writers who want their living situation to include walls and a roof can be hard-pressed to find gigs that actually pay. And by pay, I mean not in the form of “experience,” “exposure,” and “a flexible work schedule and the ability to work from home” — all choice phrases used by publications who solicit this kind of voluntary slave labor.

Writing has no barrier to entry

In a world where:

hundreds of thousands of potential/fledgling or "wanna-be" writers enter the job market annually, like Claire
AND many of them are willing to work without pay
AND the Internet globalizes the industry (India speaks English as a first language, for example)

writers who want to rise to the top are going to have to look for ways to reinvent writing--new and improved for 2010. One of those ways is by paying attention to "source work."

2010 Trend: research gets sexy
Source work is such an old fashioned term that when I googled it just now, it had no links on the first page that were themantically relevant. That even surprised me. Back in the 70s, when I had the joy of hanging around newsrooms and breathing the hot, forgotten smell of lead type, source work was the kind of thing an editor screamed across the room at a lazy reporter. That one phrase meant a host of things, including relevancy, accuracy, and immediacy.

In 2010, writers who want to land on the top of the heap should consider learning how to do true source work. In the content meritocracy writers live in, better content is the only currency. Real research is one way to tip the topics in your favor, by covering them with more care.

Why will this be a winning 2010 copywriting strategy?
1) The internet delivers lots of "information," little knowledge
2) Much of what is posted is banal, bland and baloney. (Think: white papers written to sell, not teach--and these are often cited.)
3) There's more posting every day. Like this:

Most of what's writtten online is noise to the reader who encounters it. Great source work--taking the topic a bit deeper--can help the reader connect.

Source work is not a URL under the hopeful heading "citations." It's getting to the data behind the Powerpoint, diving in like that almost-extinct breed, the investigative journalist, would do. When most of today's working writers were cutting their teeth, the Internet was still a place where universities posted a great deal, and the information you found seemed valid more often than not. Today's internet is more cowboy culture than ever, and it's harder to find solid sources.

Better writers in the near future are going to say, "show me your results, but show me your data too."

And they'll draw their own conclusions.

____
For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Temperance two ways - from copywriting to clients

2009-10-20T08:49:00.003-04:00

The word of the day yesterday was temperance. It struck me how this word--used to mean the virtue of moderation--also comes from temper, as in anger, and gives us phrases like tempering a sword. Let's play with the word enough to pull out the idea that the practice of temperance can temper the soul. If that's true, small, daily decisions about moderation and virtue sharpen the soul like a sword, refining it. And if you're a writer, you want a very sharp soul.

Just a couple examples from yesterday...

One of our talented business writers was approached by a company to do some public relations work for them. In fact, the approach was that perhaps not Write2Market, but just the writer, could do this work on the side--and the company asking is a direct competitor to one of our long term retainer public relations accounts.

Seeing the results we'd had for their competitor, of course they wanted to see if they could leverage the same.

I am blessed daily by what a fine, sharp team of Atlanta writers makes their home at Write2Market, and yesterday was no exception. The writer in question told them her perspective was that Write2Market delivered better overall results because of the annealing of our manifold strengths as a team, and looked for a way to help the company while not hurting our client's interests. In the end, this led to a kind conversation that declined new business and wished the other company well.

Then another example--discussing a new public relations leadership role at Write2Market with a potential candidate, we glossed over company financials. It's no secret Write2Market is debt free and keeps several months of operating cash on hand--despite advice to leverage our business into debt, so we can grow faster. The "burn before we earn" strategy was taught to me in b-school as Plan A. Although in some industries you may have to use debt to scale fast enough to grab a market, Write2Market is capable of sustaining its own growth.

Our practice is consistently delivering better content solutions to industry leaders--you just don't "juice that up." The nature of the company and our work is pure concept cast into words that connect.

A certain temperance gives us the discipline to do just that.
_____
For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Exclaim, don't explain - a copywriting secret you can't abuse

2009-10-14T16:50:00.002-04:00

This gritty, gray Atlanta morning it was our privilege to be tucked into a warm conference room with a global company while they considered their future.

In trying to make a sensible story out of their dramatic past, the facts piled and fell over themselves. New customers, new markets, new products, new logos, new looks, new owners.... You could hear the friction of frustration in their voices as we discussed how to present a cohesive brand story from a cutting room floor created by the global economy, new environmental standards, a series of acquisitions, and inventive engineers from three continents.

How are you going to do it, one of the marketing managers asked. How can we explain? With so many changes, the liklihood of a tellable story seemed remote.

Except for one thing: what hasn't changed is how we want the customer to feel.

Confident.

In a crazy economy with new environmental regulations and evolving product choices, confidence is the rare commodity. And like a stencil, the feeling you want to inspire in the reader guides the presentation and selection of information. It's not all relevant. But what IS relevant is what inspires confidence, and what we're writing web copy, brochure copy and collateral about.

So we ended the meeting with this rule: "Don't explain--exclaim." A solid global company with a legacy of invention, environmental stewardship and ethical expansion has nothing to explain--and a lot to exclaim about.
_______

For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Writing reality

2009-08-06T20:49:00.006-04:00

Today, write2market met with a company in a fascinating place--trying to outswim the sharks. (Hey, is it true sharks swim constantly and never sleep?) Never mind, here's a capsule:

1) They are in a mature industry
2) They've sold substance but not benefits
3) They're not only facing economic pressure, but also labor price pressure from offshore, as well as pressure from technology
4) They are afraid

Great cattle need hat

What was interesting was that this company is obviously good at what they do. They did okay when what they offered was a nice-to-have and corporate pockets were hanging open.But they haven't respected and trusted their own contribution enough to quantify the benefits of their service.

Now that things are a peck more parsimonious, there's been a precipitous pitfall in sales.

Conversion needs reason

To remedy this, w2m came in under the banner of doing their web copywriting. (Customer trigger event: "our copy doesn't convert like it did before.") Imagine their surprise when we refused to re-write the web copy! Reason: we have no REASON to believe our zippy new prose will be more than a bromide. We're here to catalyze and convert, not play footsie with customers.)

What we discovered is that fear in the leadership keeps this company from defining itself. When we outlined the top 4-5 factors creating real need in their market place, they didn't want to align themselves with any one for fear of leaving the other drivers behind.

They're like the pretty girl in the high school who won't say yes to a prom date. They have great value--they know it--but they won't choose an entrance into the party. And if that doesn't happen, there will still be a party.

Just no pretty girl.

Make your offering a necessity in diminishing markets

Fact is, if they can segment their audience a bit (a rather simplistic marketing exercise) they can address the key needs of each audience directly, and get greater traction with each. They have to find the KEY issue on which the market is turning for their audience. Centering themselves in that message, they can reconnect.

By being a generalist (even a great one), they're losing resonance with all the fractious and fractional groups in the disintegrating marketplace they call home.

In diminishing markets, when no one can afford "nice to have" any more, it's imperative that companies figure out what makes them "a necessity" and market that point. That one point may be, and hopefully is, the gateway to a number of additional offerings, but if you fail to grab attention in the first act, you don't get to stage the second.

Good news for today's client: they're launching a survey that will tell them which is the main issue in their industry.

Good news for w2m writers: whatever that is, solving it is the damn subject line of the email we're writing in their behalf.

:)

Public relations is dead and more news from Atlanta

2009-08-05T23:29:00.011-04:00

I'll mask some names to protect the guilty, but here's the gist of this post:

Don't you hate it that a few people in power control so much access to news, information and knowledge?

Well, relax--it's almost over. Talented people empowered by technology are creating content that matters on a scale this planet has never seen before.

A revolution in meritorious content has been quietly taking over systems of information distribution my entire life. It conscripted me at a tender age, I'll admit, but the siren song of knowledge freed is just too facinating to forget. I want a content meritocracy. I want the great stories to triumph. I am not interesting in advertising swill.

Here's an out-take from my week. A GREAT company making huge strides in its industry (and rewriting the industry's DNA in the process) had us send a press release for them, which we find a privilege of course. A minor change (not an error or typo even) meant we requested a change on the release. Suddenly, our release was titled "ADDING and REPLACING" on online editions from Forbes to Wall Street Journal Marketwatch.

By the time the real title of the release came up online, it was past Google's character limit on titles. This was sad. Of course, we contacted BusinessWire, a firm that has held court on several occassions at Write2Market's office.

How that went

(Names changed remember, because it's not the people on trial here--it's the institutions, and these exchanges have been condensed, without the moaning, groaning, etc.)

Lisa: "Can't you just resubmit the release so the real title shows up? No one who needs this news can find it now--without the title it's not as searchable or findable."
Dick: "Our policies are meant to protect the journalist--if we didn't do this, they'd think that the release was a new one. It could throw them off."
Lisa, glancing around office with numerous degreed journalists looking smarter than gerbils, "Journalists aren't that dumb."
Dick: "It's not that--we just value our relationship with them so much we have to do the 'add and replace' or they get confused."
Lisa: "Hmm. The client very upset here. Can we work through this?"
Dick: "Your client is our client..."
Lisa: "...!!!!"
Dick: "We don't want that..."
Lisa: "Your journalist-needs-it-this-way schtich would work if we could actually believe journalist were paying attention to the expensive wire distribution we just used."
Dick: "Gotcha. No problem. As a courtesy, let me run a NewsTrak report and find out all the stories journalists ran. Then you'll see why we keep the lines of communication so clear."
Lisa: "Great idea."
TWO DAYS PASS
Lisa: "So Dick--no journalists got the story, I guess?"
Dick: "The report failed to find any..."
Lisa: "So the value in this release, which was expensive, was online visibility for the phrase, ADDING AND REPLACING--a real headliner."
Dick: "Our relationship with journalists is sacred."
Lisa: "So is mine with the client. They bought online visibility in the guise of meeting journalists. You don't even know why people buy you, do you?"
Dick: "I value this relationship."
Lisa: "Me too. It just taught me a lot about when to use BusinessWire."

Okay, I'm back. That was an out-take; now I can move on.

The tear down of traditional media, a bastion of which is BusinessWire of course, is offset by the sprouting of social media. (How many of you know a great print journalist who's thriving online?) You can see this in a social or economic context by plotting how much time is spent online vs. reading, and also how much advertising is placed in traditional channels vs. "new media."

Traditional public relations takes a nose dive

One of the quieter "victims" of the meritocracy of content is the traditional public relations firm. The traditional firm used to be necessary to prepare your company for "prime time." I'm sorry kids, but it's prime time now, and most of you are on Facebook, not CBS. And even if you're on CBS, the viewer poll, the feedback, the customer--is driving the action.

So what's going on with traditional PR agencies? According to the venerable Council of Public Relations firms (a handful of companies including names like Cohn & Wolfe, Duffey, and Ketchum), public relations companies aren't expected to grow this year.

(Glad no one told me btw--we are a growing copywriting agency that does quite a bit of story development, story placement, and the like.) When you read the Council's release, it looks caged in spin-speak to me.

Public relations Council release, with translation

U.S. Public Relations Industry Expanded in 2008; ’09
Projected to be Flat, according to the Council of Public Relations
Firms

New Surveys Reflect Market
Uncertainty, Underlying Optimism in the Value of PR
TRANSLATION: Bad year for PR but PR firms won't admit it

New York,
NY – (February 26, 2009) – The majority of U.S. public relations firms reported revenue growth in 2008, according to a survey of firm principals conducted by the Council of Public Relations Firms (Council) and Kelton Research.

TRANSLATION: Suspiciously old stat

The Year-End Firm Survey found that sixty-one percent of participating firms grew their top line last year, at an average rate of 4%, a drop off vs. 2007 when the Council estimated the industry grew 10%. The best performing sectors were consumer products and services (21% of participating firms) and healthcare (19%).
TRANSLATION: FAST DEATH (plot against advertising spending slump, television viewership, and newspaper readership for additional death-throe jollies)

Expectations for 2009 are tempered; public relations firms are
almost as likely to predict a decline in revenue (28% of participating firms) as they are likely to predict growth (33%), with almost four in ten (39%) firms simply expecting to match last year’s earnings. The average revenue projection for the year among the 57 participating firms was essentially flat (-0.2%).
TRANSLATION: In a time when companies need more visibility than ever, PR doesn't cut the mustard...bake the ham...fry the chicken.

Additionally, the Council of Public Relations Firms and Kelton Research surveyed a broader audience of PR professionals in the 2009 State Of Public Relations Survey, with results demonstrating that despite the drumbeat of gloomy economic news, more than two in three PR practitioners surveyed (67%) are optimistic for the public relations industry in 2009.
TRANSLATION: Sound familiar, history fans? See "Titanic, et al." next to, "Challenger, O ring."

As for the outlook for specific PR tactics, elements like special events (60%) and celebrity spokespeople (44%) are most likely to be cut from PR campaigns in 2009 due to economic concerns, while social media (79%) and digital content creation (55%) top the list for program items with the most growth potential this year, according to PR pros.
TRANSLATION: Digital content of all kinds wins. (That isn't traditional PR folks--but a little reinvention doesn't go down amiss. Still, social media and "web copy" as PR???? Hmmm.)

Well, while poking at that was great fun, the "carefully worded" release
raises some real points.

Digital content IS an amazing growth area. But growth in digital content weeds out most traditional public relations agencies--companies that place more of a premium on pretty lipstick and a camera-ready wardrobe than story telling.

The future's so bright it's got to wear shades, but the shades are at least shades of meaning. Real writers and raconteurs, as well as that almost extinct species, the Journalist (last heard hooting in Nicaragua), are poised to take some ground.

Here's what that means for corporate public relations:

1) chances are, if you have a very traditional firm, you're over paying

2) you need to diversify your visibility into social media and online content

3) deliver real stories--things people want to read or spend time with--and
rely less on spindoctoring to save the share price

4) If a firm suggests social media "characters" or other hacks to real
storytelling--run.

Writing search engine optimized copy

2009-07-11T12:24:00.002-04:00

I had a meeting with a frustrated client this week. I hate those--I gotta say, it bugs me when there's a lack of knowledge in the market. For some reason, there's a huge ignorance around the whole world of SEO copywriting, something the web copywriting team at write2market has been doing successfully for years.

So back to the client--and by the way, he's a really sharp person who has built the number three company in his entire industry and is poised to be number one--has a web site that doesn't deliver organic ranking reliably. He wanted greater clarification about what works for ranking from a content perspective. I put together a few things for him to read and thought sharing it on the blog would be a good idea too.

While Write2Market has a lot of internal training material on web copywriting as well as TONS of search engine optimization samples I wanted to provide Google’s own answers.

Here is a link to their webmaster guidelines.

What is especially relevant is the design and content guidelines, which are quoted here and available at the link above (and I added the emphases):

Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.
Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. (Lisa’s note: this is how they describe SEO. It's important.)
Try to use text instead of images to display important names, content, or links. The Google crawler doesn't recognize text contained in images. If you must use images for textual content, consider using the "ALT" attribute to include a few words of descriptive text.
Make sure that your elements and ALT attributes are descriptive and accurate.
Check for broken links and correct HTML.
If you decide to use dynamic pages (i.e., the URL contains a "?" character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them few.
Keep the links on a given page to a reasonable number (fewer than 100).

I thought you may also want to see Google on SEO.

Once you’ve read, that, you can see exactly what we do on sites. You’ll find our must-do list includes:

Keyword in h1
Keywords in h2s
Keywords bolded, italicized, and/or linked
Short, blunt page on one topic
Keywords in page title (browser bar)
Keyword in “keywords” tag on page (in source code/html)
Keywords in “meta description” (in source code/html.

We also like to see the main keyword in the URL if at all possible--but that's just our preference and I have never seen Google mention it. Happy ranking--

Lisa

Write2Market’s Casey Fiesler Wins National Burton Writing Award

2009-06-17T20:17:00.003-04:00

Atlanta writer recognized alongside screen writer David E. Kelly, Supreme Court Chief Justice Antonin Scalia and author Bryan Garner.

I did nothing here--but I'm happy to share the news. Casey Fiesler, a writer who’s worked with our Atlanta public relations and content development firm for four years, is one of 15 recipients of the coveted Burton Award in Legal Writing in the category of student writing.

2009 Burton Award recipients in other categories include screen writer David E. Kelly, Supreme Court Chief Justice Antonin Scalia and author Bryan Garner. The awards were presented in a gala ceremony the evening of June 15, 2009 at the Library of Congress.

Called the Pulitzer of legal writing, for ten years the Burton Awards have honored writing expertise in the highest traditions of legal scholarship. Casey won for her article published in the Vanderbilt Journal of Entertainment and Technology Law titled “Everything I Need to Know I Learned from Fandom: How Existing Social Norms Can Help Shape the Next Generation of User-Generated Content.”

Yeah, in a world of stodgy legal pundits and know-it-all's, I'd say "our girl" stood out. Way to go, Casey! Our clients are fortunate to have you.

Freelance writers get how-to guides today

2009-06-13T18:42:00.003-04:00

It's about time, too.

Especially with this economy, lots of people who already write well need to learn to write GREAT--fast. It's not enough to get straight A's in writing classes or have a popular blog. You need to know the formats and the processes so your work is not only accurate, it's efficient, when you turn to your talent to pay the bills.

According to BLS, writers and editors held about 306,000 jobs in 2006. More than one-third were self-employed and the trend is that this field will be highly competitive, meaning that everyone needs an edge. 525 publications closed their doors last year, flooding the market with more potential freelance writers. Add to that, most publishers have cut down on print runs and that means they have a backlog of books to print--meaning the market for new fiction is drying up.

The good writers are rising to the top, but they need an edge.

Again according to US gov figures, 2/3 of writers are employed, and most frequently they are employed with major book publishers, magazines, broadcasting companies, advertising agencies, and public relations firms concentrated in New York, Chicago, Los Angeles, Boston, Philadelphia, and San Francisco. These markets are in trouble and with unemployment as high as it is, these traditional bastions of writing work are weakening.

The good news is, the edge they need just appeared. Launched this weekend, WritersJobGuide provides proven process, templates, and methods for achieving writing that gets results for freelance writers. It's like having a successful, highly paid freelance writing expert at your elbow, assignment by assignment.

You can learn:
How to write a case study
How to write a brochure
How to write a white paper
How to write an executive bio
How to write an optimized press release
How to write for search engines

Check it out, and tell me what you think. It's going to be a game changer for a lot of new freelancers out there.

Social media starter kit

2009-05-31T13:16:00.003-04:00

It's mind boggling how much great information is available on social media--and yet, true to the form, it's not well organized and it's terribly hard to access. If you k now what you're looking for--no problems. But if you're like most marketers, you don't because you haven't done it yet. Social media and networking is still in the single digits of adoption.

So for clients of Write2market, an Atlanta public relations and content development company, we've been answering the same questions over and over about what social networking is on a business level, and how to dip your corporate toes in.

This week we distilled theinformation into a "How to get started in social media" presentation and posted it online so you can get to it anytime. Let me know what you think--in the first few reviews we had, company leaders let us know that it helped them frame the issue in understandable terms, and come away with a clear direction on their social media goals.

More marketing team--less team building dinero

2009-04-14T19:16:00.003-04:00

It’s clear that high performing sales and marketing teams need interaction and a sense of camaraderie. For a team of 20, lunch out is no less than $200 just for the restaurant, and that’s just one sharing event. Let’s not even talk about bar tabs for sales folks! So, monthly, an annual outing program like this starts at $2,400 and just goes up.
-With Ning, you can have year-long team building for $0. Nobody flies in, plus you can share MORE.
-See more at www.ning.com.
-W2M's team loves Ning, and we use it to share events, fun, best practices--you name it.

NOTE: Ning is not a relationship replacement, but it sure can help tide you over between (costly) team building exercises!
___________
For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Public relations vs. advertising

2009-04-10T10:44:00.002-04:00

Trying to cut costs? Look at the current media you’ve used to deliver your marketing. In this economy, efficiency is a priority. Although I’m not making the argument that lower cost, more digital media are always better, they do have an outstanding characteristic . . .lower cost!

Here’s a list of traditional, “more expensive” approaches to marketing, and the lower cost alternatives that rely on automation and digital execution for labor, time and resource savings.

Advertising.
A realistic price in a trade journal for a full page ad hovers around $5,000 for a one time exposure and costs about $1000 to create--$6,000 in all. Banner ads on key trade sites hover around $3000.

Instead, use:
--Public relations that generates invited feature articles—each article is worth more than one ad. Would you rather be cited as an expert or hope someone likes your ad?
-- Organic search engine optimization and web copy.
-- Yodel and other network referrals if you have a localized or consumer-based business.

The difference in price between pure advertising and public relations is dramatic:

-Search engine optimized web copy that delivers similar impressions ALL YEAR for about $500 per keyword.
-Public relations investment that delivers 2-3 feature articles plus hundreds of online impressions for about $3,000.
-Yodel: $57/month on top of your pay per click campaign makes tracking your leads easier than Adwords alone
-Posting news and white papers to LinkedIn special interest groups—free.

Retooling your message for today's economy

2009-04-07T07:49:00.004-04:00

When the economy changes, people’s feelings about how they spend money change. Your message needs to adjust to reflect that. Studies indicate that when things are rough, people “retreat to the cave.” Whatever’s comfortable to them is what they respond to when they are scared. Retool your message for consumers around:
Security Home comfort
Stability
Family
Food and friends
Budget rewards, solutions, treats, and privileges (think candy bars and pudding)

For B2B buyers, the list is similar:
Sustainability
Low cost entry
Efficiency
Risk management
Access to capital
Cost cutting in general
Stronger relationships with partners
Guaranteed results

SunTrust recently provided a terrific example of repositioning their message.

Before recession: “Your money, your charity. SunTrust gives a portion of your profits to the charity of your choice.” (Pictures of people doing things—adventure, medicine, construction, teaching.)

After recession: “Solid has its priorities straight.” (Picture of young daddy, baby on the knee, going through paper checkbook register.)

They went from a message of personal empowerment to one of hunkering down and getting through. These messages come from completely different emotional centers but each works brilliantly in its context, and both position SunTrust as a preferred banking solution.

Examine your message, and make sure it touches on the emotional center of your customers right now.

For most industries, you want to reassure or comfort or create efficiency now—not empower, enlighten or engage (as it was in 2008).

_________
For help in doing more marketing for less money, visit the case studies and business writing samples at http://www.write2market.com.

Cutting marketing

2009-04-05T17:10:00.001-04:00

So are you stuck in the cycle? It goes like this--sales are sinking, so marketing budgets are falling out from under you. So sales are sinking some more. It’s the marketing budget slash syndrome.

It’s not a pretty scenario for any business, and this common malady is exactly why Harvard dean John Quelch in his March 2009 article “Marketing Your Way Through A Recession” recommends not cutting marketing at all:

This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. Uncertain consumers need the reassurance of known brands, and more consumers at home watching television can deliver higher than expected audiences at lower cost-per-thousand impressions.

Of course, no matter how many studies prove, cite or suggest that cutting marketing is exactly the wrong reaction to a down economy, executives looking at the balance sheet can only find so many “discretionary” cuts to make. Marketing is an easy, if uneducated, choice.

Slimming without slaughtering
The balance is found when companies cut costs across the board, yet still preserve the “core” of necessary programs like marketing. The way to do that is to:
1) focus on your core
2) lose assets or marketing programs that don’t perform
3) combine and consolidate where it makes sense, like “direct mail” with “email newsletter”
4) look for cheaper resources that deliver the same or better value

With a task list like this, you could think that we’re talking about restructuring the company. It’s a similar exercise, just applied to the marketing division.

DocTrain 2009 - Reimagining Writing: Freeing writing teams to create more effective content

2009-03-19T14:07:00.003-04:00

In today's session at DocTrain West, I'm relying on a Powerpoint presentation:

Re-imagining Writing: freeing writing teams to deliver more effective content.

Backed by a white paper:

The S.I.M.P.L.E. Approach to Enterprise Content Management."

Please feel free to download them as needed.

You may also be interested in these upcoming conferences:

Documentation and Training DITA
June 2-5, 2009, Indianapolis, IN
http://www.doctrain.com/

Web Content Chicago
June 15-16, 2009, Chicago, IL
http://www.webcontentconferences.com/

Documentation and Training East
October 27-30, 2009 Waltham, MA
http://www.doctrain.com/east/2009

BusinessWire vs. PRWeb

2009-02-10T20:33:00.003-05:00

At Write2Market, a number of our Atlanta public relations clients ask if it's better to distribute press releases through PRWeb, BusinessWire, or other press release distribution tools like 24/7.

Press release distribution choices

It's a beautiful thing--in the last 15 years, companies have been offered a choice in press release distribution. Here's what you need to know.

1. BusinessWire, owned by Berkshire Hathaway and led by Warren Buffet, pursues a deep track into the daily life of business journalists. If you want your story in the Wall Street Journal--maybe--then BusinessWire is you baby.

2. PRWeb, owned by a rotating smorgasbord of Internet companies, is building an absolutely orgasmic fantasy of search engine optimized online distribution.

So the question becomes, who is your target market?

If they are surfing the web, hunting and pecking their way to your accounts payable pile by means of search term after keyword, then you can benefit the most from PRWeb. PRWeb owns the blogs, the RSS, the hunt and peck, the Facebook afficionado.

If they are scanning the headlines, perhaps turned into emails from Wall Street Journal Marketwatch or their leading industry rag, you want BusinessWire. Also, if they are Lexis Nexis addicts or the type of folks to invest in a product after reading a pile of august citations, then again, it's BusinessWire.

I hope that clears it up. :) At Write2Market, we pick press release distribution based on the goals of our clients--where do you need more visibility?

Oh, do you need both?

Geez, that deserves another post. :) Goodnight! - Lisa

For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Public relations and LinkedIn

2009-01-16T11:13:00.004-05:00

Expert content development nets warm leads on LinkedIn

Write2Market recently started recommended a new, trackable warm lead generation tactic to our clients who have strong exposure on LinkedIn.

While it won't work for everyone's firm, if yours relies on:
1) strong professional relationships
2) regular visibility in the marketplace
3) AND you have a few executives or employees on LinkedIn, this can work for you.

Develop content

First, you need some interesting content, be it a white paper or a relevant press release. Then, ask your team which groups they belong to on LinkedIn. Most trade and professional groups, especially executive ones, have a "virtual" version of the group on LinkedIn.

Second, once you know which groups your organization is active within on LinkedIn, deputize someone in each group to publish your content.

Third, have them do it! Each group has a "news" link. All you have to do is submit your white paper, article or press release as a URL. The entire group is able to view the content.

White papers lead to leads

Write2Market uses this as a means of publishing our white papers in groups like eMarketer. We publish a URL that takes registration, like this one:
http://www.write2market.com/registration/register.jsp?id=662&origin=Promotion. This technique has netted us several Fortune 100 content development leads.
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For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Atlanta public relations performance

2008-11-14T08:38:00.000-05:00

At Write2Market, a team of seasoned writers and media pros in downtown Atlanta, we've been using our diverse skills more and more in pursuit of public relations for our clients. And this exercise, over the last couple of years, has netted some insights I want to share with the greater business community now, so you can take advantage of them sooner.

Many business leaders know that a down economy like this one is the time to rant, rave and rail about your services. While your competition is struggling with cash flow, you'll be left standing as the squeaky wheel that got attention. Studies have shown those that increase their visibility in downturns come out of the downturn faster.

If you're considering how to raise your visibility, no doubt you're thinking of Google Adwords, and maybe organic SEO. If cash is tight, organic SEO wins. Just look at the studies posted to Enquiro about the benefits and value of organic search engine optimization versus pay-per-click. Not to knock pay-per-click--I use it and recommend it. It's just that if cash is tight, SEO is a longer term, cheaper play and gets great results.

Another thing you should be thinking about is public relations. I'm not talking about a blitzkreig of meaningless press releases. I'm talking about picking the top four or five publications and web sites in your industry where buyers turn for information, and developing relationships there. Give a little. Like, give knowledge leadership. Volunteer to write tough articles just for the byline. Talk to editors six months out. Send emails with your company news. Ask about how you can get more involved.

On the press release side, send out news about solutions--not so much raises, promotions, or events. Send out news about how you've solved a problem for an industry, or about research you have made available from your own experience.

These kind of specific efforts generate clear results and clear visibility in front of your target audience. It works for Write2Market clients--in the last year, our average public relations ROI for Atlanta clients was 480%, and climbed as high as 800% for some.

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For more business writing secrets, visit the Atlanta public relations archives at at http://www.write2market.com.

2008-09-29T16:51:00.000-04:00

Two months, almost to the date, since I read Rockefeller Habits and tried to implement some of that thinking at Write2Market. Since then, we've instituted a profit sharing plan, daily meetings, weekly team meetings, hired a new team member, fired one, created a 401k plan, and written an actual quarterly growth plan...

It's been a tremendous difference.

What's even more surprising than the planning parts, however, is how the Rockefeller Habits' approach makes visible the alignment in the organization at an organic level. Where there are slips, it's physical, and you see it in the reports, you feel it in the meetings. No more hiding out at the home office. I'm impressed.

I'm also nervous. Even while I realize that visibility is --no kidding-- the theme of this quarter at Write2Market, there's a certain comfort in "not knowing" your slips. That will be less and less possible as we keep monitoring the goals and our progress towards them. Write2Market wants to be the nation's top business writing resource--we'll work on conquering Atlanta first, don't worry.

I realize the real key to this is me--my leadership is like the prow on a ship, cutting the way or not getting enough water under the keel for the rowers to pull us to shore.

I've got great rowers. Here's to them having great leadership. If you're another business leader in the creative space, drop me a line and we'll compare notes on the journey.

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For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Atlanta writers make BusinessWeek

2008-08-19T20:43:00.001-04:00

This week, Write2Market was mentioned in BusinessWeek. I didn't even know, but a wonderful writer from Anthem, Arizona came visiting our site and told me. (Thanks Lana.)

What this means for Write2Market of course, is a laboratory experiment in public relations, since we help so many clients gain visibility using, among other things, public relations outreach. We advise clients that the only "mentions" that matter are those that specifically relate them to their audience. Let me give you an example. Would you rather be featured in a case study in a no-name email newsletter that goes to a list of 280 where 20% of the list are your prospects, or would you rather be mentioned in some positive way in USA Today for an inch?

Please tell me you said the email newsletter.

But so many people chase the "prestige" of the "publication." I'm agnostic about publications. Write2Market clients get positive press in Forbes, Fortune, PC Week, CIO, CFO, Chicago Trib, New York Sun, USA Today, Wall Street Journal...

What's important is whether or not our clients get leads from those mentions.
What many people do not realize is that the mention in a big publication is rather meaningless. The secret to great visibility is to make sure you're in front of those few who can make a difference in your business.

For more business writing secrets, visit the case studies and white papers at http://www.write2market.com.

Business writing that changes the world

2008-07-27T11:00:00.003-04:00

Religion has its good books. Literature has its great authors. Business writing has its . . .

Blogs?

Exactly. Businesses tend to use words as placeholders, hoping graphics, raw ambition and word of mouth will fill the blank spaces in customers' minds and deliver the dollars. This sad situation gives us writers a tremendous opportunity to change the world.

I knew that when I started my company in 2003, but the vision was slowly slaughtered by demons like filing taxes, building software, and decorating the office. The recent EO conference I attended in Boston reminded me who I am, what I started, and why.

In the airport on the way home to Atlanta, I took a stab at a Write2Market Manifesto. It reads much like my original business charter document from years ago. I welcome your thoughts.

Write2Market Manifesto

We believe
in the transforming power of words.

We acknowledge
that we are the culmination of a professional writing tradition that began around campfires and continued at court when kings hired writers to scribe their legacy for the masses.

We know
that how you say it matters as much as what you say.

We live
in that place where this power changes lives, loves and affiliations.

We labor
to help you influence your world.

We are
Write2Market.

Green Writing Meets Houston

2008-05-03T17:48:00.001-04:00

It's a beautiful Saturday afternoon in downtown Houston--80 degrees, shiny turquoise sky, gardenia and Carolina jasmine warming in gardens from Montrose to Memorial Park.

When you think Houston, you don't always think green, especially Green Writing, a focus area at my firm Write2Market. But that's changing, as the oil and gas industry spawns more and more alternative energy solutions. I'm impressed with the sheer creativity and drive in this city.

This week, I met with creative talents concerned about the environment AND business from FuelQuest, Aspen Technologies, Shell, Exxon Mobile, Texon, Ignite Media, and BioBlend Renewable Resources, a exciting biolubricants firm that offers industrial lubricants with twice the lubricity and three times the positive energy impact of similar petroleum-based lubes and greases. (In a world where one gallon of petroleum-based lubricant can pollute one million gallons of fresh water, it's good news that the 38 million ton global lubricants industry has a biodegradable alternative that makes sense!.)

As I type this from the cozy lobby bar of the Lancaster, I'm receiving emails from major publications, writers and corporate executives--all concerned about creating more sustainability for our economy, our country, and our world. Sustainability has suddenly become less granola, and more mainstream, as we all realize together--even here in the petroleum capitol of the country--that there are a lot of ways of doing things, and some of the new ones may be more natural, less nouveau.
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Business writers that make a difference.

Stuck on MADE TO STICK - Writers, read it!

2008-04-02T08:51:00.000-04:00

One of the leading business experts at CDH Partners, an architectural design firm that's tapped Write2Market to assist with some of their marketing initiatives, recommended I read MADE TO STICK. Getting book recommendations from clients is almost always something I follow up on--I love to see what shapes the thoughts of these business leaders. (We typically get to work with some of the best of the best.)

This latest recommendation, Made to Stick, has been beyond expectations. The book is about writing that gets results in the truest sense--how to make your ideas easier for other to grasp. From the first chapter, which cited research from an Israeli firm on the six template approaches that describe 80% of successful ad campaigns, I knew I was reading a book that could change my approach to writing--and could inform my writers' approach as well.

Last week, a client also asked me about this blog--and why I had not posted in so long. I immediately gave the honest and frank answer that blog writing doesn't drive business for Write2Market, but as explorers in the world of business writing, everyone at Write2Market likes to experiment a bit. (I also told him the only use we had for blogging was SEO, and I'm demonstrating that just a little bit in the URLs I'm sprinkling right now. Nothing too heavy, gentle reader *smile*).

What I'm experimenting with right now is browser-based Word processing, thanks to another recommendation from a brilliant business mind--this time a neighbor of mine. He spends his time helping companies like Shell and Exxon make largescale decisions using mathematical modeling, but he has time to spare to find interesting applications online. A month ago, he dropped me a quick chat to check out Buzzword, and now, if you're a writer or a writing teacher, I urge you to check it out as well. It's a fascinating attempt to create an online, collaborative word processor--a blend between MS Word online and a Wiki.

For more business writing secrets and strategies, visit the case studies and white papers at http://www.write2market.com.

Benefits of Hiring a Freelance Writer

2007-04-17T19:19:00.000-04:00

Freelance writers are fantastically economical for quick-turn-around, one-off work. They are often guns for hire—rifles that can take aim at a particular copy project and nail it for you almost overnight. Most freelance writers work from home and have set hourly rates. (Some do charge by project.)

Freelance Writer Hiring Checklist

Here’s a checklist of the kinds of projects that tend to be “best fit” for a freelance writer. Hire a freelancer if…

· Your project is small—a brochure, an annual report, a couple of sales letters, a monthly newsletter, or a few pages of web copy
· Your industry is well understood (the freelancer won’t need a lot of “ramp up” time)
· You have samples of previous writing to guide the writer
· Your copywriting budget is limited—less than a thousand dollars
· You do not have a recurring variety of writing work
· You do not need marketing strategy—you know exactly what you want
· You don’t care if you work with that person again—any professional writer would do.

For the best fit, hire the freelance writer who shows you exact samples of the type of writing you’re looking for. That way, you project is taken care of in a timely and practiced manner by an expert, and you experience the best the freelance writing industry has to offer.

For more business writing secrets and strategies, visit the case studies and white papers at http://www.write2market.com, the Web site of Atlanta-based Write2Market.

Write2Market | Business Writing Secrets Blog

2007-04-05T08:03:00.000-04:00

Write2Market Business Writing Challenges Survey

Write2Market conducted a brief survey of our clients and asked them about their business writing challenges. Respondents were equally split on three top concerns:

Finding a reliable writer
Finding a freelance writer who understands the business
Finding a freelance writer who can handle short turnarounds

Interestingly (to me at least!), expense wasn't a top concern.

Reliability, business savvy, business writing strategy, and the ability to handle quick turn-arounds when necessary are the hallmarks of a elite group of experienced writing professionals.

It's a small pond--according to the Buruea of Labor Statistics, of the almost 320,000 professional writers and editors in the United States, only about a third are available for freelance work. Of those, only half are qualified as technical writers, and the best of these are well compensated for their work.

Write2Market has helped businesses improve their odds of getting the talent they need when they need it by pooling several talented business writers in one group.

How to Name Your Company

2007-04-05T07:55:00.000-04:00

How to Name Your Company or Product

Think you can rush naming your company? Andrew Grove, chairman of Intel, picked through 120 different options before he selected Pentium as the name of Intel's latest chip.

He knew a lousy name would cost you cash, credibility, competitive success, and brand equity that most organizations, including Intel, can't afford to lose.

Company naming process protects investment

According to a recent article on MarketingSherpa, "a name that is unlikely to be remembered, or is remembered for the wrong reasons, may be the least of your problems. Skimping on the process of investigating trademark issues, for example, could land you with a lawsuit."

A vigorous company naming process that includes domain research, trademark and patent research, and linguistic research can protect your investment in your most important asset--your organization's identity.

Top tips for company names that stick

Rick Jacobs, principal of corporate branding consultancy Monigle Associates, has helped rename companies such as WorldCom. His research indicates three rules for successful company naming:
1) Invented words or real words are 40% easier to remember than initialized words. Don't be distracted by names like IBM and AT&T--he points out successful initial names are rare and often hail from old, established firms. In today's economy, unique names like Google command attention.

2) Letters matter.

Q is unique and has a strong identity

V, X, and Z are all associated with cutting-edge products

M softens words and gives them an "embracing feeling"

Hard consonants such as K "really get your attention and demand to be remembered."

3) Shorter is better

One-word brands are most effective. Lengthy, multiple word names lead to truncation. When people abbreviate your name, you lose control over your brand. Don't worry about describing your brand in your name. "Don't describe, distinguish," says Jacobs.

When Write2Market named Levia Software, for example, "We created a brief name that's easy to say, easy to remember, and uses letters associated with lifting and elevation," says Lisa Calhoun, Write2Market's principle. "It led directly into choosing a tagline that reinforces the brand message--'software that elevates your business.' Plus, the name is short enough to allow Levia the option of several brand extensions as they expand." (See the case study on Levia Software.)

Pitfalls of poor company naming

Some organizations aren't so lucky with versatile names, however. The annals of marketing history are replete with company or product names that destroyed their products and hurt their brands--like Chevrolet Nova. Meant to be the shining star of the year's car line up, Nova sales were extinguished overseas because its name in Spanish means "no go."

Says Heather Taylor, a linguistic analyst who consults with Write2Market, "There's Castilian Spanish, Puerto Rican Spanish, Mexican Spanish, and dozens of dialects of Latin American Spanish, all spoken not just overseas, but in major markets for US corporations worldwide. You don't want anything embarrassing or negative or both in any of them."

For more information on company naming services, contact the experts at Write2Market today.

Business Writing: Improving ROI With Content Credibility

2007-04-05T07:34:00.000-04:00

Improving ROI With Content Credibility

If you want better ROI on your marketing projects--from direct mail to online marketing to email--consider the content in your message.There are many resources available on how to cut costs in the marketing process and how to target your list. But once you've mastered thsoe basics, what are harder to find are real-world tips on improving content.

Content creation can seem quite subjective and difficult to judge, but one thing we can agree on is that strong content is credible. Weaving credibility into content always makes it more powerful, believable, and actionable for your reader. In other words, credibility translates directly into greater response. With that in mind, here are five tips to improving credibility in your business writing:

1. Write from your customer's side of the coin. Your messages, from ad copy to customer service call scripts, should be written from the customer's experience. This takes you out of the picture. At Write2Market, we call it deploying a business writing strategy.

To give a brief example, as I was shopping for furniture recently, I found this: "We've slashed prices 30% on all contemporary, transitional, and traditional bedrooms!"

Wouldn't it mean more written like this?---"Get your new bedroom for 30% less!"

When you write from the customer's perspective, you are relating to them--they do not have to relate to you. You do more work, so they can do less.

Why is this so powerful? Simple--it's easier for your customer. You're removing a barrier to doing business by making the message as clear as possible, cast in language and context the customer easily understands. More than just better sales results, this approach also has residual benefits, such as higher search engine rankings.

2. Prove yourself with evidence. Just like building a legal case, communications should layer evidence upon evidence about why your company is not only the right choice, you're the only informed choice. Why build evidence? Because you have competitors. In general, people and businsses prefer to make informed decisions. Supporting your claims with evidence helps them put together the case for using you, either for themselves, or for their superiors. The most important thing to remember about evidence is that it appears objective. There are a number of ways to create evidence, including:

Conducting a survey and offering the results;
Contacting leading trade journalists who can include you in features;
Leading awareness sessions about issues in your industry;
Providing existing customers with serious incentives to bring you referrals.

3. Be there. Customers are creatures of habit. Layer your marketing with repeatable reasons to stay in touch, like permission- based email marketing or industry news briefs.

4. Establish knowledge leadership. Do the research your prospects wish they could, and show it to them. GEICO uses this technique when they ask people to call them for a free car insurance quote--and they'll give you estimates of everyone else's quote too.

5. Leverage your past success. Create cases organized by industry and horizontal or vertical markets. Cases are studies in your company's credibility. Use them as a knowledge base that nurtures not only new client relationships, but your sales team. When a sales person wonders how to open the door to Kellogg, they'll find that brief on Nabisco. When your potential clients look within their industry trade publications for other firms that solved "problem X," they will see a mention of the case study about your client.

You'll find credible content can be the "magic ingredient" that turns your marketing ROI from mundane to exceptional.

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Contact strategic business writers for your next project at http://www.write2market.com

Online vs. Offline Customer Experience

2006-02-11T16:16:00.000-05:00

What’s the difference between the offline and online experience of your business? IS there a difference?

According to eMarketer,

The Internet is changing sales tactics everywhere. Seven of the ten most visited retail Web sites during the past holiday season belonged to dominant bricks-and-mortar retailers such as Wal-Mart, Apple and Target. Wal-Mart and Target have joined Amazon and eBay as the most heavily trafficked e-commerce Web sites, and retail chains account for about 40% of online sales, compared with just over 25% for pure-play Internet retailers.

Underscoring the convergence of "online and offline" customer behavior, a recent report from Pew Internet points out that people use the Internet to build and actualize personal and social relationships. That’s a far cry from old thinking that people who spent a lot of time online were socially atrophied—the opposite may be closer to the truth today. This means businesses develop their relationships with customers online AND offline.

(You will soon see I aim to extinguish these distinctions.)

Check out this research from Jupiter:

The Internet is becoming the most important medium for a large segment of the American public. According to a new report entitled U.S. Entertainment and Media Consumer Survey, 2005, authored by JupiterResearch Analyst Barry Parr, the average online consumer spends 14 hours a week online, which is the same amount of time they watch TV.

So, the Internet is becoming the dominant communications medium. According to an iMedia survey,

Of the survey's 2,600 online respondents, more than 60 percent reported an increase in the time they spend on the internet. Only nine percent reported fewer hours spent on the internet. Conversely, 35.5 percent now watch less TV, and 27.1 percent listen to the radio less. Thirty-four percent read fewer magazines and 30.3 percent read fewer newspapers

What does this say about a white paper that you hand out at your trade show and also have available for download at your site? Is it part of your online or offline presence? Or what about a trade journal article that’s indexed and searchable, but appeared in print?

Who cares? Off/on-line distinctions are red herrings. What’s important is making sure that your audience can find your message, that your message is meaningful to them, and that your message is media/mode transparent.

To your customers, you are a provider. Provide. Make your customers' experience media transparent.

How? Integrate your messages with compelling business content.

By now you can tell: language that distinguishes experience by “online” or “offline” frustrates me. There is no off-line vs. online experience. Customer form one opinion of your firm, and it resonates across all media. Your company's emails, Web copy, call center scripts, and public relations messaging are all forms of business writing that either turn on, or turn off, potential prospects. Wal-mart attracts customers to its brick'n'mortar stores online, and offline, attracts customers to its online presence. The fact is--it's about communication with customer, through any refraction.

Your value proposition is a multi-faceted jewel. The facets are how you interface with the customer. And how you interface can be scripted--through browsers, through call scripts, through customer service training, through email templates . . . the possibilities are as rich as your customer interaction mechanisms.

But as for online vs. offline--it makes no difference. There is no “offline”customer. You need customers and prospects to be “turned on” to your company—and that means engaged with you, no matter what the media. Keep your content development on target to reach your customers' needs, and offline and online sales both benefit.
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Write2Market offers results-oriented business writing across the media that motivate customers—email templates, call center scripts, training, Web copy, letters, and more.

Blogging For Business

2006-01-03T13:49:00.000-05:00

Is the blogging bandwagon hype or hot path to new business? According to recent information from eMarketer, plenty of online citizens still aren't familiar with blogs--and yet they snag business headlines as a trend to watch.

Nothing separates fact from fiction like numbers, so I invite you to weigh in on the question of whether or not blogging makes good business sense by taking a short, anonymous survey. You can see all results to date immediately after you post your own responses. Click here.

Reasons to Release by Lisa Calhoun

2005-09-21T17:21:00.000-04:00

12 Reasons to Release:
A Checklist for Companies That Want Press Coverage

Even some of my most sophisticated clients aren’t sure when to do a press release, or what is press-worthy. Here are some ticklers to help.

1. New clients with name recognition—-let everyone know you’ve landed that client, because when you release that into that industry sector through their trade magazine, their favorite competitors will want the same advantage.

2. Sponsorships of charities, including having a team from your company at the March of Dimes or any other event.

3. Holding a private event—-after you’ve held it, a few quotes from attendees about the value of your private, hosted event or focus session are invaluable.

4. New business partners, resellers or agents—-the expanded presence is certain markets is always coverable by business journals.

5. New hires and promotions—-local press outlets are always interested in who’s moving around. This includes the city-wide business journal as well as the chamber news organs.

6. New upgrades and product releases—-Making it better? Let everyone know what you’ve accomplished. This includes new lines of business and product launches.

7. Upgrades and updates to your Web site. Whitepapers? Webinars? Links to new trade journal article reprints?

8. Surveys posted on your Web site that have a substantial prize and a deadline.

9. Having executives appointed to the boards of public interest and charitable organizations with name recognition, like the Susan B Komen Foundation or United Way.

10. Having your presentation accepted for a national conference (or giving such a presentation).

11. Attending a conference as an exhibitor or presenter.

12. Having your company or a key team within your company win an award or honorable mention.

That's one idea per month. Now all you have to do is find someone to write all this . . .
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Visit my business site: http://www.write2market.com

New Orleans Photos

2005-09-11T11:08:00.000-04:00

This morning--it's a warm Sunday in the North Georgia hills, complete with cicadas--I took my cup of dark roast to my office and found a note. Someone named "gloridays" had just enjoyed my New Orleans photos from a trip in March 2002. I had forgotten I had so many pictures of the beautiful city. Now after Katrina, they are more poignant than ever, and you can find them at this link:

http://community.webshots.com/album/34101082zLuIlN

Also, because this post is on September 11, I couldn't help but reviewing the few pictures I took on the site in October 2001:

http://community.webshots.com/album/24183736pWbESpssxW

My fellow patriots, let's not look away from who we are and who we need to become in order to keep our America a beacon of safety, freedom and new beginnings.

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Visit my business site: http://www.write2market.com

Consulting 101

2005-07-06T09:53:00.000-04:00

Dear Friend--
You know who you are, the one who's about to submit her resignation to the Big, Safe Secure Job!

Congratulations! There are a few helpful resources I want to share with you:

Your real business. Never forget your real business is you and your skills--not the business of your contract holder. The company that holds your contract will change. So, because you are your own enterprise, it's better for your long term success if you project yourself as an enterprise and have your own consulting identity. Most of the following suggestions tactically implement this strategy.

Your Domain. Eventually, you'll want a web site. I went to www.godaddy.com and noticed your name (.com) is available. You might want to take it off the market. Later, when you're ready, you can put up a site. There are three main reasons to do this:

1) It assists in projecting your professional image separately from that of your current contractor. It also gives you a place to have your resume ready to go at a moment's notice.

2) It helps people who know your name to find you when they need you. (As you spend more years consulting, this becomes more important.) With your own site, just Googling will bring you up for them.

3) It provides a place for you to post, and access, your favorite
templates and documents. I have a couple dozen finished documents ready to go at my server -- statements of work, requirements templates, survey templates, user manual templates, generic sales pitches, brochure templates . . . It's a real time saver. I use www.1and1.com to host my Web site and FTP my favorites to my root directory at www.write2market.com.

Business cards. Your contract holder will probably have business cards for you, but those are not the ones you want to give out when you're networking. You need your own card for personal and business connections outside of the direct business you undertake for your contract holder. You can usually get a decent set of cards delivered to your door for under $10 at www.vistaprint.com.

Outlook Anywhere. The company you're contracting with will provide you an email, but don't stop there. Network with your own email account and put that account on your personal card. (If you have your own domain, like yourname/com, then all the better.) I use a hosted exchange service provider-- www.1and1.com . They provide a proxy that allows me to bypass most corporate networks that would otherwise block webmail. Plus, I have full Outlook functionality through Outlook Web Access.

Email marketing. I've found it effective to stay in touch with professional contacts once a quarter with an email newsletter. I use www.constantcontact.com.

Credit card payments. My clients eventually pushed me into finding a way to take credit card payments. I use Paypal--most people don't realize Paypal will let you sign up for a business account. You can even send invoices by email, and your client can click "pay now" in the email, enter their credit card number--and bingo! Cash is in your account.

Online surveys. You know I adore surveys. I think quantified answers to well conceived questions from the target audience are much more practical, powerful and actionable than gut feelings from the team leaders. Gut feelings can be a moving target, but survey results support you always. (*grin*). I use www.surveymonkey.com. It's inexpensive and has great free technical support.

Separate expenses. I know you know a lot about running a small business, so this is probably not a suggestion you need . . . but consider consolidating all your business expenses (DSL, gas, domain hosting fees, security service for your office, office expenses, cell phone...) to a business credit card. I use American Express and earn membership rewards points. Amex imports into Quicken like a flash and also offers a great dashboard online to view your account. They are very pro-business so any disputes I've had, Amex has won in my behalf. Also, Amex has negocitated a lot of discounts at business supply shops like Staples and ConstantContact. I often get a 15% discount just by using the Amex. It goes without saying you pay this off monthly.

Reduce your taxable income. ROTH, SEP-IRA, you name it, you do it--reducing your taxable income reduces those beastly quarterly tax payments because unlike "real jobs," you don't pay tax on everything you earn--just the net. You don't have to pay quarterlies your first year--it's only after your first year in business. So you have some time to set this up the way you want, and next year, the IRS will graciously send you quarterly payment coupons. :>)

I certainly don't know all the ropes on the USS Consultant, but hopefully this note tosses you a few interesting ones. I predict smooth sailing in your future.

~~~~~~~~~~~~~~~~~~~~~~~~~~
For writing that gets results, visit my business site: www.write2market.com.

July Fourth in Cumming, Georgia

2005-07-05T10:43:00.000-04:00

Last night's fireworks are something I won't soon forget. I didn't see fireworks much as a kid, and then living in Texas, we always went somewhere to see fireworks--like Fort Sam Houston in San Antonio, or Disney in Orlando. This going somewhere usually involved asphalt and a bit too much July heat.

Last night, the fireworks came to us. Sitting on our front porch, the first street to light up was maybe half a mile from us. Their grand display--worthy of Epcot--was finishing up only when a few folks on our own street started warming up their rockets.

Not only were the fireworks bursting right overhead beautiful, but there was a brewing storm for background ambiance. Purple and green lightening chased each other through the clouds with pitchforks. A misty rain threatened to douse the display but it couldn't keep up with my neighbors' persistence (and deep rocket reserves).

We went to bed way too late.
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For Writing That Gets Results--get Write2Market copywriters to work for you.

Lisa Calhoun / Write2Market

2005-06-24T20:25:00.000-04:00

Lisa Calhoun / Write2Market

Late Friday night. REM on the box--Nightswimming. Whipoorwills calling goodnights through the open window. I'm writing not because I think I discovered something, learned something, or have something to teach. Sorry, no professional facade is available at this hour. Just wanted to say life is beautiful, and the older I get, the more the beauty overwhelms me, drives its song into my heart, and makes me feel every second matters.

Big Men, Bone China

2005-05-22T15:27:00.000-04:00

It's one week after Two Men and a Truck moved our stuff from my brother's bonus room to our new house. I'm still unpacking. As I unwrapped my beloved Lomonosov coffee set this Sunday afternoon, not a piece was broken. The shock drove me to my computer to write this blog. As anyone who has taken coffee with me on this beautiful porcelain will promise you, eggshells come tougher.

Two Men and Truck wasn't the priciest option, so it was with trepidation as well as eagerness that I accepted their (low) bid on our move 45 miles outside of Atlanta. But on the appointed day, at the appointed time no less, three men showed up. Three? An additional mover joined the team--at no additional charge. As they carted boxes from my brother's three-story Alpharetta town home to the steeply sloped lot at Hampton, I was impressed with how motivated and professional the moving team behaved. Not a dent marred my brother's home--and our new home remained pristine, too. The few scratches I had expected on my new wood floors and freshly painted walls never materialized. Price? 600 bucks brought these guys for a little over 5 hours--that that included the truck, the strapping and wrapping materials, and truly professional labor. They would have hooked up our washer and dryer, too, but our power cord was the wrong type for the plug. (Jon had to reconfigure that one.)

Rating: highly recommended. However, please note Two Men and a Truck is a franchise, and my experience was with the Forsyth County / North Fulton location. Call (770) 887-3204 and speak with Michael.

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Visit my business site: http://www.write2market.com

Gender Differences at Work

2005-02-14T08:42:00.000-05:00

I’ve read one too many blogs on the paucity of quality women in technology, and now I’m ready to drop in my dime. All the talk about the differences between men and women at work boils down to two observations for me:

1) Men use a hierarchical social/work structure with regard to subject matter expertise.

2) Women pursue a flat social structure at work and at home, trying to achieve a balance where everyone is perceived as equally expert.

I’ve seen the same behaviors in all the industries I’ve work in—transportation, academia, software development, publishing, marketing communications and finance. When they meet, guys will exchange a few casual-sounding questions to determine who is the bigger gorilla on the subject matter at hand. The goal is to find each other's level, because guys are more comfortable knowing who's "one up" on that subject. They shake this out in five minutes or less and move on.

It's irrelevant who's the better geek, grill master or engineer--what's important is knowing who's better. After that, generally, the more expert man will be a bit of a mentor and the less expert man will assume a learning role. This shaking-out is based on subject-matter expertise; the same man who’s the acknowledged lead in Unix may be the junior guy when it comes to dating lore. Guys switch gears instantly as subjects switch, shifting high-totem and low-totem positions faster than you can say DVD. We've got lots of words for this in our culture: disciple, minion, journeyman, etc. Men understand this structure; they invented it. Both win-—one guy gets to learn more, the other guy gets a respectful advocate who will generally support him on issues in that subject area.Women, on the other hand, find it the height of rudeness to try to establish subject-matter dominance in an initial meeting. Women are quick to say, “you’ll be as good as I am in no time.” Or, “you’ll pick it up instantly.” Or, “don’t put yourself down.” The appearance of equality must be maintained so feelings don’t get hurt, and other women don’t feel rejected. Historically, feminine social-structure words are free of hierarchy: tea party, quilting bee, pot luck. To suggest that another woman is not contributing as much as someone else is character assassination.

Instead of exchanging knowledge in a “knowledge flows downhill” method like the guys, women exchange little beads of wisdom as a privilege. Unless they have a family relationship or a strong friendship, women in general expect tit-for-tat exchange. “If I tell you this, you owe me.” Or, if you ask a woman for her special knowledge at work, and she tells you, be sure you’re in the “I owe you” column and if you don’t pay up fairly soon, there will be bad feelings.

Women tally the credits and debits of their professional and personal relationships instantly. Only after friendship and trust are established do women start honestly verbalizing their assessment of each other’s skills and stop playing the credit/debit game. (I’m trying to write this in a neutral fashion but I have to say, in my opinion, this is a failing of feminine culture/gender roles, and I for one think we should change.)

So how does this play out at work? It’s funny to watch. A woman, especially in a more male-populated industry like software development, gives off all the “wrong” cues. First, when she meets her team, the guys try to inventory her various skills with a good-natured barrage. (Guys aren’t always verbal about this either; sometimes what is on-screen or emailed is as much a test as questions that get verbalized—can you work that link out or do you need help with the server set-up?) This leveling phase is often misinterpreted by the woman.

For example, let’s say a new female Web developer is brought on the team, and let’s presume she’s technically proficient, possibly even the best in the group. Her teammates ask her a few questions to take her measure. Not wanting to sound arrogant or to come off as ahead of (or substantially behind) the group, the woman downplays her skills considerably and asks questions back. A typical pattern might be:

Guy: “So how long have you been coding . . . ?“
Girl: “Oh, a while now. How about you?”

This behavior is modest, unassuming, and possibly even thoughtful. The woman is thinking she doesn’t want to upset existing structures, doesn’t want to appear over-confident, and very much wants to “fit in,” which she thinks she will do by avoiding direct answers and sliding into the group in a non-threatening way. Instead, the guys get a weird vibe that she’s not that confident (so maybe not that competent), is avoiding direct answers, isn’t willing to share (if she’s an expert, which is now doubtful), and isn’t really ready to learn either (since she refuses to accept a knowledge-subordinate position as well).

The water-cooler chat is that the new team member appears a bit weak. The guys are frustrated, because they can’t get a level on her and slot her into their linear structure. She appears to be resisting being a part of the pack. In fact, the only role left now is a gender role—-so the guys start thinking of her “the girl,” just exactly what she probably hoped to avoid by her careful unobtrusiveness. Then, in development meetings, when she is sidelined, she thinks there’s a gender discrimination problem when at the foundation, there’s a miscommunication problem.

It’s not like girls and guys can’t meet in the middle though. If women can be direct about their skill level (their strengths AND their weaknesses), guys can respect that. Even better if a woman can “do as they do” and mentor the ones below her on the knowledge-totem, and learn from those above. And if guys understand that women actively avoid being “leveled” and see linear social hierarchy as inherently rude, they can interpret somewhat evasive answers in the initial stages of professional relationships as a desire for harmony and equality through the polite fiction that “we are all experts here.”

I think a dose of realism in the workplace is also beneficial.

If you’re a woman working in “a guy’s world,” realize working from within existing structures is often going to be most beneficial for you and the work. Male work patterns have been in place a long time; they won’t change readily.
For men working in female-dominated environments, adopt that circular, level structure before you try to alter it. Female structures also have a venerable history in society and won’t change quickly.

For the first time, ever, men and women are working shoulder to shoulder in the same jobs, seeking the same pay. They come to these roles with ancient, culturally embedded gender roles. Cut each other some slack; we’re all inventing something new and doing it together. (And that, I think, is great.)
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Religion with Rhythm

2005-02-06T21:04:00.000-05:00

The words sing off the page in People Get Ready, a "new" history of black gospel music from Robert Darden (coincidently, the man who taught me writers don't have to starve).

His latest book, People Get Ready, shines the light into the little-known, misunderstood world of black gospel music, jubilee, jazz, and blues.

Read it. Yes, that's a recommendation imperative. In Darden's exuberant and expert prose, the words have as much harmony as the songs they describe.

Listen to the author, Robert Darden, on NPR's All Things Considered.

See the book on Amazon.
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Inside Business

2005-02-02T18:10:00.000-05:00

It's my "job" these days to go inside businesses and governments and write for them. Sometimes I feel like an undercover operative, seeding great ideas from one organization to another. More often, I feel like the invading virus soon to be vaccinated with my notice when they discover I'm rewriting corporate DNA with a vicious, progressive, effective idea.

What I see again and again is that people matter, motivation matters, progress matters--but structure does not. Yet today's business gilds its structures and worships its balustrades. (The very balustrades that their managers and worker bees are flung from when profits decline or the mergers move through.)

If I could whisper something in the ear of my rotating bench of colleagues, it would be this: live for you, be you, grow you--do not confuse yourself with your title. Do a great job because you are a great person--don't be brainwashed into thinking your particular niche of a company is special or your organization wholeheartedly wishes to reward you.

Dear friends, the higher up your management chain you go--the more they see you as an expense taking away from profit. If they could replace you with AI, they would. Your management (generally) does not have your best interests in mind. (That's not evil--it's just business.) I've seen entire departments let go in moments--jobs that were the very life of some of the people living in them. But don't, I'd whisper, live in your job. Live in your heart and mind.

So when the boss calls me in for a sudden Friday morning meeting, I can go smiling, because it's not my life at stake, or my reputation, or my network. It's not even my job, because I am a professional whose skills go with me whether or not I have a current contract. It's--just a paycheck. I can get another (and so can you).

Visit my business site: http://www.write2market.com

MARTA Madness

2005-01-13T16:34:00.000-05:00

I'm a huge fan of public transportation, but until I accepted a contract with Georgia DOT, I didn't have much experience with Atlanta's MARTA. Now I ride it every day to downtown station that's across from a jail and combined with a Greyhound station. Let's just say it's a unique experience.

For all the shortcomings of this particular station, MARTA itself is a good thing. I'm trying to find out why there's not "more" of it. Atlanta is huge--and MARTA only serves a tiny fraction.
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DeKalb Farmer's Market: Way to Shop!

2004-12-13T19:51:00.000-05:00

I heard a story on NPR about a place called "Your Dekalb Farmers Market," which was reported to be a privately-owned, Wal-mart sized establishment of farm-fresh produce, meats, condiments etc. from around the world. The story said gourmet chefs fly in to purchase fresh and extraordinary things.

So Jon and I went yesterday--it's about fifteen minutes away. I have never been to such a place--a little like a Greek fish market, not nearly as exotic as the Turkish market, but still extreme, a little crowded, a little gritty on the floor. I spotted fenugreek ground and whole, sumac, several kinds of curry and saffron, tamarind in the fresh root, sliced and dried, and ground . . . They had four kinds of bok choy, five distinct whole gingers, an entire row devoted to onions, and five kinds of eggplant. There's a huge bakery with fresh lavash and several kinds of naan in addition to regular stuff. The meat section boasted a lot of lamb and goat in addition to basic bird and beef, and proud displays of mounds of nice guts like sweetbreads and hearts and kidneys (Ick.)

Most of the food is marked fresh/never frozen and/or organic. It was too fun. I'm shopping there now. Forget Kroger.

Credit Cards Strain Credulity

2004-11-30T19:43:00.000-05:00

Oh goodie, in my day's mail was yet another credit card offer. This one surely couldn't miss--greedily dangling a 2% cashback bonus, 0% APR "for life" on balance transfers, 0% intro APR, a low interest rate, 1 mile for every dollar spent, and a bonus 10,000 miles! I've only got three credit cards and haven't taken a new one in years, but this offer, preapproved and signed by Discover's Chairman and CEO David Nelms, just has to be the best place to park my recurring (and regularly paid) cable and phone bills, right?

Um, except an effervescence offer like this doesn't mention the pendulous reality. For every awesome offer, there's a couple dozen penalties hanging in the wings. Financial industry insiders say in 2005, the average credit card late fee or overdraft charge could be $50. And of course, get just one penalty and kiss your danglies goodbye.

Sales promises like this are jading consumers into expecting the worst. I am nostalgic for the days of the gentile sales person who earned your trust, believed in a "fair" profit, and understood that while business is business, people are people. You have to hold your business to the dictates of your humanity, not the other way around.

Alexander the Movie Reaches, Fails

2004-11-30T01:39:00.000-05:00

In the recently-opened Alexander (the movie), the only people more disappointed in Mr. Great than his Macedonian cadre are the movie goers. While the Macedonians writhed through senseless wars, the audience begins to side with those that would see Alexander fail--and for much the same reason--to bring the overly dramatic tale to an end. The only thing that could have saved this movie would be to recast Angelina Jolie, who did a mesmerizing job of Alex's Thracian mother Olympias, as Alexander. At least that would have had added some needed originality, and with not a wit more fictionalization. Those who want an intelligent fictionalized approach to Alexander should stick with Mary Renault's books--Fire from Heaven and The Persian Boy.

Bridget Jones II Loses Bridge

2004-11-29T22:58:00.000-05:00

First, let me admit I adored Bridget Jones' Diary. She was an Everywoman hero, funny and touching and and still respectable and bright. The newest installment, Bridget Jones: The Edge of Reason pushes the earnest, bright, middle-class working girl too far, and right over the edge.

It's one thing to laugh with (or at) someone who finds themselves a bit overwhelmed and takes it with good humor. It's another to have that person behave as if they've lost all self-respect. The best thing about Bridget, and the essence of her bridge to all the rest of us, was her believability. The neurotic characterization in Bridget Jones II is just a little too far over reason's edge to bridge the gap. EveryWoman is stranded on the left bank alone.

Integrated Value For Delta Airlines

2004-11-28T13:26:00.000-05:00

Back to the topic--helping Delta realize where its true value lies (so it doesn't die). I'm suggesting you envision youself anew not by re-engineering every process, but by choosing a different point of view. The new vantage point sees the same company, but sees a different model of profit making attached to the same processes. Here's what I mean.

1. Integrate with the delivery system. With your current passenger delivery system, you have dozens of key contact points with the consumer that could be used as fulcrums to influence their future purchasing. This leaves your rate schedule untouched, but mines the value of your customers—who are pretty much an untapped resource you are currently ignoring. It's like you're flying platinum and gold ingots and worrying about the extra weight. Your passengers have inherent value beyond the ticket.

You have little banks of potential capital expenditure riding in your planes every day. They exit the jetway and their only impression from the Delta experience is that it did or did not get them there on time. You can enrich this with so much more: Here are some ideas:

Preflight email to the customer’s billing address as a courtesy planning message. It offers them a weather forecast, Delta’s recommendation for hotels with hot deals in the area, a rental car special offer, two recent restaurant reviews, and a link to two entertainment options current in the city. Delta doesn’t try to capture a piece of the car rental or the hotel—the recommendations are actually just what they appear to be—great deals from a company that knows the city. Delta charges the companies to be on its list for that city per person.

When the person checks in, the kiosk offers to print out a forecast for their stay along with a map of the city center with its top five attractions and the appropriate contact information. Companies are charged by the printout.

At separate kiosks in the check-in zone, customers can place their to-go food order with restaurants in the airport. Once they’ve walked through security, their order will be waiting for them (prepaid) at the restuarant they’ve chosen.

In the travel lounge, or waiting area, the customer is made more comfortable by an environment designed by three of Delta’s lifestyle travel partners working in harmony. A noted furniture designer has created the chairs and endtables, some of which are adjustable to create seating groups for people who are traveling together. Spot lighting from a noted lighting company enhances the LCD monitors playing messages about the destination city. Beautiful ads about restaurants, hotels, and attractions display like a tasteful slide show, adding to the overall professional ambiance. For very special destination, a kiosk can be set up so a potential advertiser is able to have a physical presence in the destination lounge and answer questions from interested travelers. This, of course, does cost the advertiser extra, but for key cities like Orlando and Las Vegas, on onsite representative in the travel lounge with personalized service and special offers could tempt travellers’ impulses. For other destinations, a self-help pavilion allows customers to make their own destination brochure on the spot by searching through a menu-driven system about the destination and printing out (or saving to their USB) their own information. Because it’s a live, menu-driven system, the self-help destination pavilion menu offerings change as the gate changes.

When the customer enters the aircraft, they can’t help but notice the posher, more tasteful décor. The main floor is a beautiful wood-look veneer with a subtle logo (on closer examination, could it be Pergo?). They stow their bags overhead, noticing that each overhead compartment has a short message on LCD about one of the top 50 attractions in their destination cities. As they walk down the center aisle, they read five of these quick messages. There’s a subtle wave pattern on the overhead compartments too—closer inspection reveals a Pepsi (or is it a Coke?) logo.

The chairs are unusually striking. The traveler reads a poster on the way in letting them know that the new, sleeker, and yet supremely safe chairs, with microfiber suede, were designed by a leading furniture company to showcase the durability and yet sophistication of their goods. The company spent several thousand entering the competition, which Delta holds every two years and has fifteen contestants. For the cooperative advertising agreement, the design of the chairs is provided to Delta essentially at no cost.

Once the passenger is seated, the preflighing messaging system on the intercom lets them know the current weather in their destination city, and the top three events going on the city that night.

The traveler pulls down the tray and it’s a beautifully designed, heavy-duty flatpanel monitor from a leading non-PC Integrate with the delivery system. With your delivery system, you have dozens of key contact points with the consumer that could be used as leverage points to influence their future purchasing. This sort of business leaves your rate schedule untouched, but mines the value of your customers—who are pretty much an untapped valuable resource you are currently ignoring. You have little banks of potential capital expenditure riding in your planes every day. They leave and their only impressions about Delta are that it did or did not get them there on time. You can enrich this with so much more: Here are some ideas:

Preflight email to the customer’s billing address is a courtesy planning message. It offers them a weather forecast, Delta’s recommendation for hotels with hot deals in the area, a rental car special offer, two recent restaurant reviews, and a link to two entertainment options current in the city. Delta doesn’t try to capture a piece of the car rental or the hotel—the recommendations are actually just what they appear to be—great deals from a company that knows the city. Delta charges the companies to be on its list for that city per person.

When the person checks in, the kiosk offers to print out a forecast for their stay along with a map of the city center with its top five attractions and the appropriate contact information. Companies are charged by the printout.

At separate kiosks in the check-in zone, customers can place their to-go food order with restaurants in the airport. Once they’ve walked through security, their order will be waiting for them (Prepaid) at the restuarant they’ve chosen.

In the travel lounge, or waiting area, the customer is made more comfortable by an environment designed by three of Delta’s lifestyle travel partners working in harmony. A noted furniture designer has created the chairs and endtables, some of which are adjustable to create seating groups for people who are traveling together. Spot lighting from a noted lighting company enhance the LCD monitors playing messages about the destination city. Beautiful ads about restaurants, hotels, and attractions display like a tasteful slide show, adding to the overall professional ambiance. For very special destination, a kiosk can be set up so a potential advertiser is able to have a physical presence in the destination lounge and answer questions from interested travelers. This, of course, does cost the advertiser extra, but for key cities like Orlando and Las Vegas, on onsite representative in the travel lounge with personalized service and special offers could tempt travellers’ impulses. For other destinations, a self-help pavilion allows customers to make their own destination brochure on the spot by searching through a menu-driven system about the destination and printing out (or saving to their USB) their own information. Because it’s a live, menu-driven system, the self-help destination pavilion menu offerings change as the gate changes.

When the customer enters the aircraft, they can’t help but notice the posher, most tasteful décor. The main floor is a beautiful wood-look veneer with a subtle logo (on closer examination, Pergo). They stow their bags overhead, noticing that each overhead compartment has a short message on LCD about one of the top 50 attractions in their destination cities. As they walk down the center aisle, they read five of these quick messages. There’s a subtle wave pattern on the overhead compartments too—closer inspection reveals a Pepsi (or is it a Coke?) logo.

The chairs are unusually striking. The traveler read a poster on the way in letting them know that the new, sleeker, and yet supremely safe chairs, with microfiber suede, were designed by a leading furniture company to showcase the durability and yet sophistication of their goods. The company spent several thousand entering the competition, which Delta holds every two years and has fifteen contestants. For the cooperative advertising agreement, the design of the chairs is provided to Delta essentially at no cost.

In their seat, the preflighing messaging system on the intercom lets them know the current weather in their destination city, and the top three events going on the city that night.

The traveler pulls down the tray and it’s a beautifully designed LCD from a leading non-PC computer maker eager to integrate with the business user. The industrial-strength LCD screen is touch sensitive and allows the customer to register and shop from their seat. Packages will be delivered to the destination they specify. To place items on Delta’s in flight shopping system, companies pay a slotting fee just like at a grocery store, and Delta takes a fraction of the transation cost. The traveler ignores the ads from Skymall, but does go directly to a green grocer’s add that promises to deliver anywhere in her destination’s city center. She orders a bottle of wine and some snacks for the room, feeling the small premium charge for delivery is worth it and a lot cheaper on her company’s expense account than getting the same in a restaurant.

A couple of days after the traveller’s return, an email offers them a $20 credit on their next Delta experience if they will participate in a short survey about their trip. Delta gathers feedback about how much the customers spent in large categories so it can share metrics with its sponsorship clients in various markets.

The traveler looks forward to their next trip on Delta—the sophisticated décor, messaging about travel needs the customer already had, and attention to the traveler’s desires made for a more pleasant, and less cattle-like travel experience.

Travel systems, not commodities. These ideas show the potential integration Delta could achieve within the travel industry. As the travel provider, Delta touches the traveler at the journey’s origin and destination, plus because of the return trip, has the unique window to capture the traveler’s perspective and satisfaction with the experience.

Delta’s value as the experience architect of the traveller’s journey mines the true value it can bring to the industry. It’s not about the commodity of travel any more—this economy is an experience-driven information economy. Delta has the opportunity to extend its value proposition to not only the traveler, but also to the other stakeholders in the journey.

Envision Delta defining the destination, detailing the journey’s experience, delighting the traveler with an array of options. Right now, it's obvious you see yourself, Delta, as a carrier, a single, responsible, sincere module in the travel system. You are burdened by this—travellers want cheaper fares, fuel costs more, and pensions and upkeep of the aircraft are mounting. But you are not a module or a component. You are a hub in a network, the trampoline that propels the traveler to new experience, the envelope that packages the journey. Your full value lies in this integrated definition of your role.

Dear Delta CEO - Read this

2004-11-28T10:17:00.000-05:00

Dear Leo Mullin and Delta Airlines:

I was recently flying from ATL to Reagan on Delta and struck by the smiles on the faces of the Delta personnel. Growing up in Georgia, I’ve lived with Delta all my life. Their people have stood for quality, service, earning a good living, and success. They have helped put the southeast on the map. The recent 30% paycut that the pilots union signed is cutting to more than just the pilots, but the community around Delta. Although perhaps Delta pilots are overpaid at the moment, cutting into the prospective pensions that retired flight personnel have counted on as they raised their children, sent kids to college, and made their living arrangements is unfair. I know two retired Delta pilots who are personal friends of my family. Their situation—hardly a plight, but still—encourages me to write this letter to Delta. Leo and friends, there are a few things you should know:

1. It’s not 1950. In the past, airlines were glamorous. A recent visit to the Smithsonian Air and Space Museum puts air travel in its historical context. The Eastern DC-10 from the dawn of air travel shows comfortable seating and tables. Flight attendants were all female singles, unmarried, with thirty piece ensembles for all seasons. The image was luxurious and adventurous, the very best of American spirit. But that’s not the present or future of air travel. Although it was once a luxury good, it is now a commodity. You think you understand that, but your business practices say you do not. You are a bus that caters to people with large bus fares. And frankly, you’re not really THAT much more expensive than Greyhound, and only slightly more glamorous.

2. Realize your real value before you destroy the airline trying to play by 1950s rules. Because of your historical legacy—the heady early days of air travel, the thrill of experimenting with the first air routes, the joys of beating the first competitors in the air industry like Eastern and Pan Am—you are convinced your value lies in charging money for the service of getting from point A to point B. You are wrong. That is no longer a value item—that is a commodity, booked at the cheapest fare. Do not expect loyalty from passengers as this level. To drive loyalty, you have to explore your value outside of your core. You must enlarge your identy to include all of the very valuable items you do have. In my opinion, Delta undervalues itself right now, because it sees itself as an airline. You used to be an airline. Now you’re just a vehicle—a delivery system.

3. Delivery System Thinking. To see yourself as a delivery system—oh, go ahead, this can’t hurt, just imagine it for a moment (you’re not committing to anything yet)—embrace your vertical travel market. (Oh, we’ve done that, I hear you say. Not really. Keep reading, and stop being so defensive.) Your traveler is a highly prized target to more than just Delta. Let’s think of other people in the travel delivery system that value the Delta passenger:

Hotels
Car rentals
Restaurants at the destination
Airports (for airport business)
Travel gadget sellers
Technology companies
Starbucks and similar companies
Duty-free providers
Money exchangers
Travel brokers such as Orbitz
Luggage manufacturers
Attractions such as Disney or Slx Flags
Escort Services
Copy shops and business support services
Florists
Conceirges
Car services
Shuttle services
Convention centers
Movie theaters
Fashion designers
Shopping malls
Fairs
Entertainment tours
Shopping services

Would it be possible that all of these companies actually value the customer more than you do? Let’s take my trip to Washington Reagan. I traveled on business and on leisure—I did business on Friday, and stayed the weekend to see friends. While I was there, I spent $10 at Starbucks, $420 at Marriott Residence Inn, $200 at restaurants, and $25 at a bookstore. (The Smithsonian Museum of Space and Air was blessedly free.)

Aside from airfare, my long weekend cost $665. My airfare was $138 plus six dollars in airport fees. I have to presume that was a fare not overly padded by profit—perhaps I am naïve, but it seemed a “good deal.” In fact, I probably would not have come if the fair had been much over $180. After getting back from the trip, I booked two tickets to Vancouver at $285 each. I was starting to get concerned that the fare could climb to over $300. At $285, it's actually cheaper to fly than to drive.

So how can you get more money from me, if, like most consumers, I’m so damn price sensitive? You really can’t. But there are other stakeholders here, and you can profit from my value to them.

4. Mine your true value. In other words, your true value lies not in the legacy of luxury and premium pricing, but in a new legacy of providing the delivery network that connects consumers and their capital with business. If you asked companies to subsidize airlines, they would squawk. But there is another way. See next blog. I've got to come back to this. :>)