Touch Points

Earning Respect; Allowing a person to save face will always help you earn it.

I just sat through an excruciating meeting. Not because it was long or boring but because of the actions of one of the participants. During the meeting this business manager ripped into one of his staff while that person was in attendance and in front of everyone else at the meeting. Not only was the staff member clearly upset by the reprimand (earned or not), but she was also incredibly embarrassed at the public flailing. She had no where to hide with no opportunity to save face and her discomfort derailed the productivity of the rest of the meeting. Plus it undermined her position of authority in the eyes of the rest of the meeting participants. If you find yourself in the position of handing out reprimands, show some sensitivity, do it privately. Not only will your staff member appreciate it, but you will earn their respect and your clients won't think you're such a pompous ass. cheers Steve

How To Write More Powerful Ads (and letters, brochures or just about anything you write)

Clay Campbell wrote in his Canadian Small Business post Unrealistic Expectations, that it’s "what the ad says, that determines the success of the campaign." Here’s a simple technique that you can use to improve your writing. It applies to ad copy, but also to letters and brochures as well as anything you write.

Ask your client to describe how people use their product or service. Write down all the verbs they use in their descriptions. Then using your imagination, a thesaurus or a dictionary, substitute the verbs with more powerful ones. You now possess a list of exciting and engaging verbs with which to craft your ads. For letters or brochures, after writing the first draft, pick out the verbs and apply the same technique.

You’ll discover very quickly that instead of laying flat, your writing will start to jump off the page with it’s own energy and verve.

Cheers

Steve

Digital Image Sorcery

In the continuing look at how digital tools are changing the images we look at in everyday advertising, here is the site of photographer Brian Dilg (click here) with explanations of what he has done to revamp the images. As you mouse over the images on his site you can look at the original photo and compare it with the re-done version. Fantastic talent!  Cheers, Steve

Getting Past the Gatekeeper, What’s in it for Them? vs What’s in it for Me?

"Nine times out of ten, the advertising message made more sense to the client than the consumer."

From Wizard Academy Grad- Mick Torbay

In the radio industry, we are guilty as charged. The focus of most advertising is on the client with their fast fair and friendly staff or their pathetic product line or their claim of "giving great service for over 67 years." Who really cares? Not the consumer and certainly not Broca’s area of the brain that hears all that drivel and blocks it from entering the brain.

To get past the gatekeeper, your ads must focus on the one thing consumers care about, themselves. If your ad answers the question, "what’s in it for them?" then your ad has a much higher chance of working. If you are an advertiser, get to it and get it fixed today.

Cheers

Steve