In
this issue:
Ten
Communications Errors You Can Avoid
Over
the years, we’ve seen companies large and small stumble
when it comes to effectively communicating messages to
customers, prospects and employees. Here are our top ten
foibles and some suggestions for better communications.
1.
What Did You Say?
Using
your company’s acronyms and internal buzz words can
be just downright incomprehensible to many that you are
trying to communicate with. If you do use an acronym,
make sure you spell it out in the first use within your
document.
2.
Hiding the Benefit
It’s
easy sometimes to get wrapped up in the technologies and
effort that makes your widget a wonderful thing —
and bury the benefits of the widget to the reader. Remember,
you buy a watch for its ability to keep accurate time
and withstand environmental conditions — how it works
just supports those claims. Always lead with the benefits
and follow-up with the features.
3.
A Picture is Still Worth a Thousand Words
In
advertising, you only have a second or two to get your
point across before the reader turns the page. An intriguing
photo or illustration, a strong headline to explain it,
and "get to the point" lead-in copy to pay it
all off are still the key elements for effective communications.
4.
OK, So What Do You Want Me To Do?
Too
many ads, mailers, web sites, and broadcast email messages
don’t ask the reader to do anything in particular.
Be a good salesperson and ask for the customer to take
the next step in the buying process: Ask for a free guide,
call for a demonstration, see your web site for a limited
time offer or demonstration, etc.
5.
Fine, I Got to Your Web Site, But I Can’t Find the
Product You Lured Me there With.
Are
the products or services you are actively promoting featured
on your web site? Does the terminology and graphic look
and feel of your web site compliment the look and feel
of your ads, tradeshow booth, and promotional materials?
If you answered no to one or more of these questions,
you are making it difficult for your customers and prospects
to deal with your company.
6.
Hiding Your Light Under a Basket
Not
regularly communicating all of the wonderful things your
company does to customers, prospects and employees is
like kissing a pretty woman in the dark: You know what
you’re doing, but nobody else does. Printed and email
newsletters, news on your web site, and press releases
are ideal ways to regularly communicate your company’s
achievements. Regular communication keeps your company
out in front of customers and builds regard for what you
do. It also builds pride among employees to increase job
satisfaction and reduce turnover.
7.
Using A Shotgun, When A Rifle Shot Will Do
Need
customers? You advertise in a magazine, right? Not always.
If your company’s potential market base is relatively
small, say under 5,000 prospects, there are more effective
ways to spend your dollars. The best way begins by developing
a profile of the best customers you have now. Who are
their competitors, can you sell to them for the same reasons?
Are there similar industries with the same needs? After
you have identified these companies, a direct mail/marketing/sales
program can be highly effective.
8.
Hiding Bad News
Sometimes
bad things are going to happen to your company (see Media
II Update below). Of course, you would prefer that your
customers, competitors, investors and employees didn’t
know that your company hit the big chuckhole in the road
to prosperity. But guess what? They are going to find
out, and the results will probably be ugly. Rumors and
gossip have a way of making a bad situation sound even
worse than it is. Get out in front of the problem by communicating
to everyone you need to — and do it quickly. Manage
the content: Explain the situation and the steps being
taken to resolve the problem. Never speculate or make
a promise that your company may not be able to keep.
9.
Running Too Few Ads or Mailers
If
you plan to run an ad every once in a while, or just send
a single mailer, save your money. For advertising and
direct mail to provide a good return-on-investment, they
need to be consistently seen by your audience. Why? First,
your audience’s need for a product or service changes.
This month they may not need what you are selling, but
next month or the month after they might. Where is your
ad or mailer when the need arises? Second, regular advertising
or mailings builds awareness of what you are selling.
Hopefully, when the need arises, they’ll remember
the cumulative effect of your advertising and mailings.
10.
Buying an Ad Because You Got a Deal
The
advertising market is very soft right now and we’ve
seen some unbelievable deals from magazine publishers
trying to fill ad pages in their publications. While it
is a buyer’s market, buyer beware. Before you commit
to that low price, make sure the publication is the most
effective one that reaches your market. Review the publication’s
BPA statement along with the statements of competing publications.
These statements show you by industry, job title, and
geographic region who the individuals are that receive
the publication. In some instances, these statements will
also include products and services purchased by the recipients
of the magazine. A small amount of research can help you
spend your communications dollars more wisely.
Media
II Update
We
are wiggling out of the financial difficulties we encountered
when three of our clients went bankrupt or became insolvent
within a 10 day period. While we are waiting for the bankruptcy
courts to decide on payments for two of these clients,
the third is making payments.
The
reductions we have made and a very good year prior to
November 1 — along with strong support from our vendors
and a good level of business from current and new Media
II clients — are helping us through this cash flow
storm.
Sure
Bet to Increase Your Communications ROI
Results
we have generated for our clients show that an on-going
public relations program returns three to six times its
costs in ad equivalency. Yep, for every $100 you spend
on PR, you can expect to get $300 to $600 worth of equivalent
ad space. The value of the image-building third-party
implied endorsement from a respected publication is incalculable.
Unsatisfied
with the Results from Your Last News Release?
In
the twenty-something years we have been pumping news fodder
to the press, there are some common denominators to poor
news release results:
- The
subject is not presented as news, but as advertising.
Editors HATE advertising. They have pages to fill, awards
to win, and reviews with their boss. They get a metric
ton of news releases a month. Good stories that are
truly "news" are appreciated and used.
- The
news release writer tries too hard to emulate their
favorite writer, or please a superior, and ignores proven
news release writing techniques. A dispassionate who,
what, when, where, why, and how is the formula that
works best.
- Poor art. Unique, colorful, and high-quality graphics
enhance the editorial product - and the chances your
news release will get published.
- The
writer calls the editor to find out when the release
will be published. Editors don't like to be pushed or
pressured, especially from sales and marketing types.
Calling an editor to find out when an unsolicited story
will appear normally results in your release being placed
in file 13.
QUOTE
OF THE MONTH
"The
trouble with the rat race is that even if you win, you're
still a rat."
-
Jane Wagner
If
you have a topic you would like to see us address or if
you would prefer not to receive this newsletter, please
let us know. Email roy@mediaii.com |
