Like I always say, “If you ask for my opinion, you’d better be prepared to hear it.”
This is where Ron will periodically post ramblings, rants and raves about things he’s learned over the years, business viewpoints and design commentary. All peppered with some general observations. He might also provide a link or two to things he discovers on other sites.
So, keep checking in to see what's going on inside his head.
And, if you’d like to contribute a piece or reply to one, feel free to drop us a line.
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April 25, 2011
The last thing they need to hear is all about you.
Any time you reach out to prospects, you first need to identify with them. Assure them that you know who they are, what they face and how they define success. Show that you understand their challenges by talking about them. Until you get them to think, “Hey, they know me!” you’ll have difficulty not sounding self-serving.
Once you’ve connected with them, convey the benefits of what you offer and how it will help them overcome their challenges. Then, back it all up with third-party testimonials. Establishing your credibility is a task best done by others (customers, press coverage, colleagues, etc).
Last, but not least, it’s time to tout your experience, distinguish yourself from your competition and demonstrate why you’re worthy of your audience’s consideration. Your qualifications should be communicated concisely and selectively. But, don’t go overboard. While a little swagger shows confidence, arrogance sows the seeds of its own undoing. So, be sure to strike the right balance… and do so with a measure of humility.
Sure, “all about you” is important. And you may be the best there is. But, when you promote your business, you’ll be better served if you save the best (you) for last.
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February 16, 2011
Why I take Super Bowl Ads with a Grain of Salt
who's going to push the envelope… which will be the most memorable… and on and on.
Yes, watching the ads is great fun. Especially to us in the biz. And some of them do set new creative trends.
But, what's the real purpose? Is it to outdo the others? To get the industry awards? The most after-game buzz?
Sometimes, I'm really not so sure.
Have we lost the purpose of advertising during this annual showcase? Isn't it about selling?
Don't get me wrong. I'd absolutely LOVE to be on the creative side of this work. And many of them deserve kudos for being right on the mark. But, it seems to me that, in too many cases, the strategic side takes a back seat, with form-over-function being the result.
And, while many businesses don't go over the top in their ads, they sometimes get lost in the mix by not striking the right balance.
All the money. All the exposure. All the effort. It's unfortunate that, in many cases, they fall short in their effectiveness.
And, let's face it, some of those ads are pretty forgettable. (How can I get one of those accounts?)
Next year, I'll be hoping for a lower-sodium diet. But, I think I know better.
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November 12, 2010
Francis Bacon once wrote,
“A Prudent Question is One-half of Wisdom.”
Knowledge comes from inquisitiveness and the willingness to accept your own lack of it. I don’t pretend to know everything. So, excuse me while I throw a few inquiries your way. After all, I need to know who you are, what you do, why you do it better than the others, and where you’d like to take your brand.
Otherwise, I can’t help get you there.
There have been many occasions when I’ve had to communicate the merits of a product that was technically over my head. While a certain amount of technical ignorance helps me bridge the communications gap between the technology and the lay-person, I still need enough of a grasp to convince those more-educated that I’m not talking out of my… uh… well, you know.
With my own awareness-building comes the task of bringing it to the audience. More questions. What are the demographics? What are their primary and secondary concerns? Which buttons need to be pushed? If I don’t know these answers, I’ll miss them altogether.
Persuasion is an art. And art can be very persuasive. Whether cleverly crafted words with simplified imagery, or visual extravagance of form and straightforward declaration, I need to ensure that I am targeting the audience with the appropriate mix.
So, be prepared to get grilled when we discuss your objectives. And make sure you ask yourself the right questions beforehand.
Because introspection where it all begins.
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September 17, 2010
Keep Your Sales Team Plugged-in, and They’ll Reciprocate.
All the market research in the world, while absolutely critical, cannot replace the instant, and sometimes emotional, feedback that can only come from face-to-face interaction with your audience. And who better to relay that feedback than your team on the street?
Once they bring you into their loop, it’s just as important to pull them into yours. They need to know your outbound communications plan… what’s being done, to whom and when? Are you running ads? Doing more mailings? Planning industry events? They need to know all about them, in advance, to avoid surprises.
Above all, you need them to buy into it… and share some ownership.
Furthermore, as you rely on their ability to face the market reaction to your promotions, they’ll be depending on you to help prepare them to respond deftly and consistently with your messaging.
There is no “us and them” in a successful organization. And the sooner everybody gets on the same page, the sooner you can turn it.
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June 15, 2010
If I’ve Told You Once...
Yes, that’s right. If you can get a 5% response rate from your direct communications, you’re doing quite well.
Think about those numbers the next time you begin tiring of saying the same things…in the same way…to the same people. Consistency, frequency and, of course, clarity are each critical to having your value statement penetrate the marketplace and gain traction. And, without traction, you cannot build momentum.
Now that doesn’t mean you shouldn’t always be looking for ways to improve your messaging. Market dynamics, your competitors’ practices, internal change and other environmental factors should all be considered as you modify your outbound efforts. But a consistent foundation of identity, style and tone are imperative to providing a suitable “umbrella” over your company, product or service.
Change for the sake of change? Think twice before you act. Otherwise, you risk turning your business into a moving target.
FOLLOW-UP:
July 1, 2010
If I’ve Told You Twice...
Following up on my previous comment about moving targets, I stumbled upon this great one by Herschell Gordon Lewis, better known as DIRECT Magazine’s “Curmudgeon at Large.”
Kentucky Fried Chicken, a monument to my favorite food (although as a proletarian gourmet, I think Popeyes, with no apostrophe, is tastier), has been through the slogan wars and may have suffered market share as a result. From the classic “Finger-lickin' good” to the workmanlike “We do chicken right”…“America loves what the Colonel cooks.” About four years ago, in an apparent panic over trans fats, up came “Kitchen Fresh Chicken,” such a radical departure many thought it came from a competitor, not from good old KFC. KFC would have maintained image, just as IBM solidly represents International Business Machines.
IMO, a perfect example of how a moving target can compromise your brand.
For the rest of “What's in a slogan? These days, not much,” click HERE.
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June 21, 2010
One of the Great Biographies of any Musician.
(Let me put business aside and share my review of the new Johnny Winter biography.)
And boy did it pay off!
But, how does one get the understated Johnny Winter to open up for an interview, much less a biography? Well, not easily, since the living legend is infamous for his one-word answers and lack of both focus and patience. Yet, somehow, Sullivan not only got the understated Winter to open up for comprehensive interviews, she was welcomed into his home to share his extensive recollections with explicit candor.
Sullivan’s “Raisin’ Can: The Wild and Raucous Story of Johnny Winter” is nothing short of a triumphant depiction of Winter’s roller-coaster life from his Texas childhood as a legally blind albino shunned by his schoolmates, a local up-and-coming guitarist searching for his own identity, an accomplished blues musician bucking the industry definition “success,” all the way to finding true contentment as a touring elder statesman of the blues.
Winter provides unabashed honesty about his relationships with heavy-hitting contemporaries like Joplin and Hendrix (and their failures to overcome their excesses), the ups and downs of his own addiction and recovery, his cavalier infidelities, the subversive agendas and eventual betrayals by his own management, and much more. However, in contrast to the dark side of this tumultuous journey, Winter brings great clarity to his family life, his influences and band mates, his celebrated work with the great Muddy Waters and other blues elites, as well as his own appreciation for those who stuck with him, including his beloved wife, Susan.
Understanding that the Johnny Winter story needs no window-dressing, Sullivan leans heavily on exhaustive research, interviews with past and present colleagues, and Winter’s own amazingly sharp memory. With such an absorbing story, she rightly doesn’t let her personal style or “storytelling” cloud the riveting commentary; she simply navigates the reader through the twists and turns of a life that needs no embellishment. It’s naked for all to see, and Johnny wouldn’t have it any other way.
Johnny Winter fans, like myself, have waited far too long to get a genuine life chronicle of what many of us consider to be the greatest blues guitarist ever (though Johnny would surely disagree) and true national treasure. Far too often, we’ve had to rely on rumors, second-hand stories with hidden agendas or sensationalist fabrications geared only to make headlines. With great thanks to Sullivan’s perseverance and Winter’s blunt forthrightness, we have one of the great biographies of any musician.
For more information about Mary Lou Sullivan, or to order a copy of the book, please visit www.johnnywinterbook.com.
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May 1, 2010
A Close Relationship is Essential.
I met with a colleague of a colleague who recently launched a branding company, thinking we might be able to strike up a working relationship.
While I was presenting my design work, he put forth the following suggestion:
“Have you ever considered outsourcing design work to Russia or China? You can get those guys for about five bucks an hour.”
I respectfully informed him that delivering effective creative communications is not just about cool pictures and clever headlines. A strategic relationship is critical to the success of any creative effort. And understanding the client, their product or service, their audience, their industry and their competition is paramount.
Beyond that, reflecting the attitude, personality and style of the client in the creative is not only entirely appropriate, it brings to them real ownership of the campaign.
To segregate the creative professional from the client is not only misguided, it productizes what we do.
The road to success is best taken in tandem.
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March 28, 2010
An Act of Aggression can be a Good Thing.
Most companies don’t have the luxury of offering proprietary products or services. For those looking to break into or grow within a competitive arena, aggressive communications are critical to good market penetration.
Well-targeted, concise, consistent and frequent outreach can go a long way toward driving your message. You cannot afford to dabble in it. Success requires a balanced and harmonious mix of promotions, industry relations and salesmanship.
Remember, your competition will always try to be more aggressive than you are. So, instead of just looking to create a “buzz,” you should be controlling the dialogue. You can drive the market. Or you can let the market drive you.
And don’t let yourself become victimized by what temporary success can often bring:
Complacency.
(It’s tantamount to giving aid and comfort to the enemy.)
Yes, emulating your competition projects a sense that you belong. But, ultimately, your offering will only succeed if you can effectively distinguish it from the other guys. And keep doing so.
Finally, bringing a product to market is no less important than its development. Therefore, it should be woven into the initial budget. The cost of communications should never be viewed solely as an expense. It’s an investment. And, if executed well, one that can certainly gain interest.
Whether you succeed or not, at the end of the day, you have to be able to step back and say to yourself, “I took my best shot.”
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Ever Been Sold a Bill of Goods?
More than once, I was part of one. I recall a local printer showing samples produced by one of their competitors. How did I know? I designed it! They simply clipped the name of the original printer off the bottom and started handing them out as their own.
Amazing.
Some people will do anything to gain your business. Instead of focusing on their strengths (“Tastes great!”), they’ll tell you whatever you want to hear (“Looks great, and is good for you, too!”). And then worry about delivering the goods after they’ve won your business.
No thanks!
I’d rather focus on what I can do well and bring experts in to do what I can’t.
And keep my clients in the loop.
A little bit of humility helps build strong relationships with my customers and keeps both of us from getting indigestion.
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