Timely
Tidbits from Media II Advertising, Public Relations, Sales
Promotion
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
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