'Creative Best Practices' Category

Savvy Brand Storytelling

Posted by Tom Shapiro on March 11th, 2014 at 6:50 am

Every brand has a story. It’s your job to extract it and communicate it in a compelling way. Use your unique story to build trust with customers and make them feel something powerful when they think of your brand.

The Groom's Still Waiting At The Altar

Posted by Grant Johnson on March 6th, 2014 at 12:26 pm

The title of this post is based on an old Bob Dylan song. You see, and I have said this for years, most social media can be pretty effective at establishing trust and a relationship. Where it typically falls short is the consummation of the relationship, the marriage. Or, in advertising and marketing, the sale and doing business with the advertiser.
At least part of the blame lies with inbound marketing. If you have a great offer or message, you may get too many leads. Think quality over quantity. That’s where testing the right offer/message at the right time to the correct audience becomes so important. Test, test, test.
If you have leads that are less than ideal, they will not be followed up with properly (a big problem in most lead generation programs anyway) and the good prospects will become frustrated and the sales people will lose faith in your marketing because you are providing “bad” leads to them.
I have seen this countless times. With all this inbound marketing it’s actually become worse, because we can generate a greater number of leads faster than ever before, exasperating the divide between sales and marketing.
To begin, make sure you have a follow-up process... Read more

Social Currency as Catalyst for B2C Communications

Posted by Gerhard Jacobs on March 4th, 2014 at 1:08 am

Social currency runs like a thread throughout all interaction. The more you engage the better you will become at engaging – a common truth, yet one that is seldom revered in business.

Top 10 Proofreading Tips

Posted by Jane Turkewitz on March 3rd, 2014 at 8:27 am

Typos.  They are like zits on a teenager. Completely inevitable and, when few and far between, not very noticeable.  But, when you send document after document, and email after email, filled with garbled vocabulary and missing words, it's like looking at a 15-year-old with a face full of pustules.
In this fast-paced, email-driven world, where multitasking is the norm, SLOWING DOWN is literally the "proactive solution" for typos.  If you want to make sure you are buttoned up in your written correspondence, here are some steps you can take to clean up your communications...
Read Text Out Loud Slowly
When you read out loud, you are forced to slow down. You hear and listen for sentence correctness. Read each word of each sentence ALOUD and very slowly so that you are reading in a monotone.  This will help to avoid reading what you THINK you wrote, vs. what you ACTUALLY wrote.

Read Your Text Backwards
When writing, we usually become blind to our own mistakes since the brain automatically corrects wrong words inside sentences.  In order to break this pattern, try reading your text backwards, word for word.  This will help you to check spelling and details, but not content.
Make Sure Your Numbers Are... Read more

Web/Text Messaging Jargon Rules the Biz World

Posted by Neal Leavitt on February 28th, 2014 at 7:02 pm

A client recently emailed me that ‘121 meetings might be the sensible approach’ – we were strategizing about holding a press event in advance of a conference.
SMH (‘Shaking My Head’), I wanted to have a bit of fun so SCNR (‘Sorry, Could Not Resist’), I lobbed back a zinger that we should shoot for 122 meetings, figuring AFAICT (‘As Far As I Can Tell’), the client had inadvertently made a typo.
AWK (‘Awkward’). Brain freeze. He meant ‘1 to 1’.
I thought about adding a smiley along with the reply but TBH (‘To Be Honest’), if I see one more emoticon, FMCDH (‘From My Cold Dead Hands’)…you can fill in the rest here.
All of the aforementioned further elucidates what’s finally happened. Internet/text messaging slang has taken over the business world, for better or worse – so, to quote the Borg from Star Trek, ‘resistance is futile.’
AAR (‘At Any Rate’), I started wondering how certain Internet slang, acronyms and text messaging aphorisms have steadily crept into our daily lives. How did this happen?
AFAICT (‘As Far As I Can Tell’), lots of theories abound but here’s a favorite – Harvard sociology professor Steven Shapin noted a few years ago that... Read more