8 Ways to Deliver a Punch to B2B Writing 👊

Fact: writers rarely get trained for B2B technology writing, it just kind of happens. You deliberately or accidentally fall into a tech company, breath in all their communications, the bytes and bites, brand style guide (if they even have one), and somehow it all comes together. Rinse and repeat for next company.

But no matter how much writing experience under your belt, it doesn’t mean you’re cranking out good, compelling writing – that task requires a more Herculean effort.

For starters, writing about features and benefits of non-human technology has innate issues: How do you make those products interesting? How can you move the reader along to the next step? How can can ensure they won’t yawn, or worse yet take a power nap?

Writing B2B copy over two decades, I’ve seen my share of snoozefests and poppin’ copy. We all know that in the digital age of distractions, smart, engaging copy isn’t a nice-to-have; it’s the mandate. Competing with thousands of other websites and incoming messages, texts, plus other online choices, your content needs to stand out – or your reader is out.

Here are some techniques I use to turn up the volume and make my writing count.

Focus on helping your customer—always❤️                                                                         I know, obvious right? But you’d be surprised how many times I run across copy that is me, me me: let me tell you how great my product is, look at all my shiny bells and whistles. But that is not solving the customer’s problems. I still have to check myself, especially when I’m working with a product manager or marketing mucky-muck who thinks his or her widget is the best thing since sliced…circuits. It’s an essential ingredient to any good B2B writing, better yet all marketing writing.

Ixnay the jargon and buzzwords🙄                                                                                      Let’s play a drinking game: how many times do you see the words “leverage” or “enable” in technology marketing writing? Yeah, we’d all be drunk by now. Cut those altogether. No one talks that way nor should they unless they’re an AI-fueled robot. Though it’s tempting to use easy-access words, especially when you’re under deadline, take the time to find that perfect synonym. If branding will allow, use “craft” instead of “expertise,” or “technology muscle” instead of “innovate.” Swap “very easy” with “effortless.” Or even small tweaks like “exceed expectations” to “defy expectations” can make a difference. Be creative, not lazy.

Surprise Your Reader😮                                                                                                        There’s nothing like a one-sentence paragraph to stop your reader in his or her tracks.

A sentence that stands by itself in a sea of others beckons the reader and gives you a potential hook to read the entire blog post, case study or whatever you want eyeballs on. Make sure that sentence has impact. If your reader is scanning (trust me, they will be), it could be the only words they read. Choose carefully.

Or try a skillful use of the em dash — which can create drama and emphasize an important point — but don’t be overly dramatic with every sentence, make it count.

Flip Clichés Upside down🙃                                                                                                  Many a corporate communication organization, especially global companies, wisely implement a no-colloquialism policy. Americanisms like “follow the leader” or “the stakes are high” can cause confusion to non-native English speakers. But that doesn’t mean you can’t use well-worn phrases that most cultures do know. For instance, “Time is on your side” can be turned into a statement to create urgency and also give a confident spin, such as “Time is not on your side when…”

Be a Person, not a Monolith🙋🏻                                                                                              Some larger companies like to mention their name over and over in communications as if the person didn’t realize where they were, while others use the “we” and the “you.” Smaller companies tend to be more comfortable with this language but frankly, the big multinational ones need it the most – they are impersonal corporate entities. In the real world, people like to be spoken to and with directly. Personal pronouns are warmer and help build a connection. Don’t get carried away with it, but weave in various places to keep that thread going.

Use Provocative Questions and Bold Statements🔥                                                       When writing my first direct mail campaign early in my career, my boss said to me, “Never start an email with a question because if the answer is no, they’ll stop reading.” Point taken, but there are still plenty of ways to sidestep the inevitable yes or no and get your reader to think and engage with the copy. It could be a rhetorical question like “Why are you paying for extra services you’re not using?” Or a statement like “XYZ thinks everyone should pay for full service, but we disagree.” Don’t be shy about challenging your reader’s thinking and throwing in some fun with language. Speaking of which…

Inject humor –But With a Slow IV Drip🎭                                                                              I’ll be the first to laugh at a good pun, funny joke, or amusing alliteration. And there is definitely a place for it in B2B copy – it just needs to be the write one. (sorry couldn’t help myself). But before you trot out your comical stylings, make sure the brand voice has the flexibility, the wit is in context, and humor that is accessible to all. If your reader doesn’t get it, the joke’s on you. Making someone smile or laugh is one thing; turning them off is quite another. Irreverent, self-deprecating humor like on this CB Insights page, strikes the right tone: “In God We Trust, Everyone else Bring Data.” 

Embrace the writing rhythm🎼                                                                                            Short sentences are great for understanding. Long ones can be woven in to make a point when they need to (but 25 words max). Much like the way we speak, writing has its own pattern. Otherwise, we’d be completely monotone. Make sure you mix it up so you’re not fatiguing the reader. Get it?

That also means mixing bite-sized paragraphs mixed with chunkier ones to keep the tempo going. And don’t forget to add guideposts like bullets and headlines so you keep the reader moving through.

What are some of your tips? What’s your pet peeve or joy in writing and reading B2B copy? ☺️😜🤓😩😖

Advertisements

Four Ways to Maximize “Minimalist” Marketing

clutter

Familiar with the tiny house, declutter, and downsizing trends? Then you may have heard of the “Minimalist” movement too. The concept has taken off, with more than four million followers of its books, podcasts, a documentary, and tons of media attention.

But what the heck is this minimalist thing and why does it matter to marketing?

First some backstory: the Minimalists idea emerged from two 30’s, corporate worker bees who walked away six-figures jobs in the throes of typical American “success.” They were miserable on the endless hamster wheel and wanted to find more meaning in their lives. The Minimalist Guys (yep that’s what they call themselves) decided to strip away the life clutter. Disengage from rampant capitalistic culture. Find happiness and make time for what matters―stronger connections, personal growth, and happiness.

Intrigued by this idea, I watched the “The Minimalists” documentary. It begins with quick-cuts of the ‘90s consumerism excesses as the narrator quietly judges our complicity. It was a stark reminder that not much has changed in the digital age. “More” is still the mantra. The time is ripe for marketing to adopt own brand of minimalist philosophy.

Here are some ways you can apply the Minimalist principle to your marketing and be more effective with less.

Keep your content clean (NOT the NSFW kind)

When you’re living the Minimalist life, your home won’t be packed with “stuff”. No knick- knacks. Electronic devices gathering dust. Pictures that don’t bring you joy. Yet every day (every waking moment, let’s get real) consumers are overstimulated by busy websites trying to get us to click, crowded social media news feeds, red notification lights blinking and buzzing incessantly. We, as marketers, should help our readers focus on the most important messages. There’s a reason why Apple, Volkswagen, and other iconic brands share the legacy of of the best advertising around: there is a strong visual element, few words, and a supporting message hammered home. Adopt this principle of simplicity wherever you communicate. Keep everything you need and nothing you don’t.

Channel Your Inner Editor

The life of a minimalist means that you don’t overcomplicate things. Take what you need. Give what you can, but do no more than that. As marketers, the writing practice should be just as disciplined. Don’t let the important messages you have to say get lost in a word jumble. As a writer, I strive for brevity but it often tempered (and tempted) by wordiness. Instead, deliberately choose your language wisely and say no more (there’s this thing called editing. And more editing.). And don’t overwhelm your reader with messages. Make more impact with less. Something else to ponder: if you can’t say what you need to in a sentence, go back to the drawing board. The last benefit? Readers will notice what you say instead of staring into a sea of words.

Social Media Master of None

Minimalists don’t do five things at a time and multi-task the hell out of them, they one or two very well. Visit a friend, make a connection, focus on the beauty of the moment. When it comes to social media marketing, we tend to view all channels as one unit―incorrectly. Social media now an established part of the marketing mix, but you don’t need to be everywhere―just where your customers are. Some companies hop on the latest platforms because they’re “cool” or for novelty’s sake. Sure, test the waters, but don’t invest tons of time and energy with a square peg in a round hole. Spend social capital with what works best for your business. If your target audience is young, Snapchat. If you have a visual product or can creatively express your business on Instagram, post away. If you’re B2B, LinkedIn and Twitter make sense. If you have a start up, there are other considerations. Reign in your social media in and you’ll reach the people that matter.

Choose Quality Over Quantity 

Though the Minimalist Guys hug as many people as possible at their events, their philosophy is about making the space to spend time with those that really matter. In the same way, as a marketer, don’t try to attract every audience. Do a spring cleaning of your database and get rid of the dead-weight; take a hard look at your personas and see if you’ve overdone it and can condense or toss a few; drop excess mailing lists you’ve been on that aren’t paying off; and finally, scrub “we’ve always done it this way”from your marketing vocabulary. Excising marketing programs can be a painful pill to swallow for marketing organizations, but a worthwhile change.

These are a few ideas but certainly is not an exhaustive list. What would you do to pare down your marketing? What will be the first thing you cut?

 

Five Marketing Takeaways From This Crazy Presidential Election

 

clinton_vs_trump_2575979Tomorrow morning we’ll wake up with a new President-Elect.

And make no mistake: it’s been difficult to find positive aspects of this grueling election season, but marketers take heed: we’ve been given the gift that keeps on giving. Witness all the branding, advertising and other dos and so-do-not-dos we’ve seen this election cycle.

Here are five stand outs. They also speak directly to the candidates’ values and vulnerabilities.

Hillary Clinton’s unpopular logo

Remember that less-than-stellar debut? Everyone was suddenly a graphic designer and had an opinion. It was too plain; it was ridiculously old fashioned. It looked like a mash of arrows. It was even officially trashed. But Hillary was resolute to her commitment to the logo and did not back down and change it. Remember when Airbnb was crucified for their logo? They kept it – but this is the exception not the rule. Gap, Coke, and other brands all fell prey to public discourse about their graphic sensibilities and new brand identity. What message does that send about your company and your brand?

Branding taglines: they work!

Every company needs a tagline and so does every politician? Some say Hillary’s “Stronger Together” is as uninspired and uninteresting as her logo, but it’s a quick hit about what she’s fighting for – a unified country. Trump’s theme is “Make America Great Again” in his best attempt to be folksy and send a clear message to his voter. But what exactly is #MAGA referring to? Segregation? 1776? That’s the “MAGIC” of #MAGA –  it’s open to interpretation by his true believers. As an awkward punctuation mark, Trump consistently sports a MAGA baseball hat paired with a suit and red power tie. Which leads us to our next topic…

Damage to the Trump Brand

No other election has seen the circus atmosphere as this one. And what better way to usher it in than a businessman known for his showmanship, brashness, and hucksterism. Though Donald Trump has both collected and nauseated and millions of voters with his polarizing rhetoric, it’s become clear that he’s also permanently tarnished his brand. This is definitely not a case of “Any PR is good PR.” In addition to his divisive popularity, this election also brought out his dirty laundry out in the public for a wash: failed businesses, tax evasion, proclivity for suing people, sexual misconduct. The list goes on. Trump Hotel sales are down even before the election is over. He’s even done damage to his daughter’s successful clothing line. So what happens after the election? He’s lost his well-heeled consumers but gained lower-income fans that can’t afford his brand but who will flock to his much-hyped “Trump TV” or whatever else he cooks up. But no one will ever look at the Trump name in gold the same again.

Hillary’s marketing tactics aren’t so different than our own

Everyone talks about Hillary’s strong “ground game” – they should see her online presence. As someone in marketing and has a low tolerance for overly-zealous campaigns, it’s been a challenge to stay on Hillary’s marketing list. With the regularity of daily emails, texts, and phone calls from multiple sources, I tried to turn down the volume – no such luck. The marketing faucet is either on or off. But given the importance and short-term of this election, I summoned the tolerance of a saint. The campaign employs typical B2C/B2B email tactics, with subject lines with “Re:” as if they were responding to my email (oldest trick in the book); guilt attempts “Can We Count On You, Janice?”; and even “personal” letters from President Obama, Joe Biden, and other political superstars. The HRC campaign get points for their veracity, volume and variety to get my attention. But they get knocked for their seemingly blind-eye to the communication avalanche. In the end, both campaigns have had their email marketing pros and cons.

“Market Research” aka Polling

The media loves polls more than anyone and the public gobbles it up – no matter how valuable it is. After every bombshell announcement of the election cycle –  whether it’s the FBI doing further Clinton private server investigation or Donald Trump’s famous Access Hollywood bus ride, daily WikiLeaks, or women suing Trump for sexual harassment, It felt more like an insane sporting event: Monday Hillary: 1; Trump: 0. By Wednesday the score is reversed in the others’ favor for talking points at their next rally (we can also thank our illustrious media for rapt attention no matter if rumor or proven fact). Bottom-line is that polls are overvalued sentiment throughout the election. Like brands, measuring customer opinions should have a before and after – not the equivalent of a constant heart monitor. This creates a skewed data points that have no relevance if the pulse is taken on a daily basis.

Crisis Communications is Alive and Well

With the lowest likability ever for presidential candidates on both sides of the aisle, whether the Trump or Clinton campaign, each of their crisis comms person isn’t just on speed dial, but I suspect perched next to them 24/7. There hasn’t been a week, day, or sometimes hour where the PR spin room wasn’t summoned for either candidate. Why? Both candidates have lots of bad PR on irregularly-regular basis. For Clinton, it’s a legacy of attacks dating back to her husband’s presidency, but “emails” is the word that creates the drip-drip every single day. Then there’s WikiLeaks and a host of other perceived missteps and mistakes. For Trump, the light shining on his pre-politics life that is dark as night: the many sordid details about his business dealings, personal behaviors, and temperament that allows him to send rabid tweets at 3am. Ironically there were so many crisis moments for both candidates, that as a public, we tended to become accustomed to the drama of the campaign and even non-plussed at times. Crisis communications became normal news of the day. This is not where you want your brand to be.

Persuasion “Secrets”

Remember Scott Adams of the comic strip “Dilbert” fame? He’s famous for something else: he is a persuasion expert (who knew?!). When Trump was inching closer to nabbing the Republication nomination, Adams did the talk show circuit to explain how this unthinkable candidate could possibly make it to the top of the GOP ticket. Think: “Crooked Hillary” “Little Marco” and all the other short nicknames Trump developed that we remember. It makes an impact. Adams outlines all of the persuasion techniques used by Trump quite effectively on the human brain. Marketing is all about appealing to emotions. Trump takes it to an extreme with his base – and now we know the science behind why it works.

But I’ve saved my most powerful marketing lesson of all for last, and it’s really short: go vote.

 

 

 

Newbie Does Content Marketing World: The Good, the Bad, and the Orange

This is not a top 10 takeaways listicle. Or a shameless crop of speaker quotes to get retweets. This is a story of a thrifty writer who went to Content Marketing World in Cleveland, the apparent “Capital of Content,” thanks to doubling down on promo codes.  It was everything—and nothing I expected. 

Cult of Orange Kool-Aid

If you didn’t know this by now, the Content Marketing Institute LOVES its orange. A lot. I urge you to bring shades if you go to CMW. Be prepared for hordes of attendees that wear it on various parts of their bodies; from hats to shoes to everything in-between. Then there are the signage, carpet, and yes, even orange food-colored products (that I did not imbibe in). In my complete ignorance of Planet Orange, I thought it would be mildly amusing to wear my coincidentally-coral top to the first evening reception. Bad idea. I became an instant, unwilling cult participant. Part of me likes the rah-rah team spirit and the other thinks it’s a tad creepy. I do love purple, so maybe if it was Planet Purple I could have gotten into the color craze more.

Run With Precision of Surgery

Speaking as a former event planner and attendee of a bajillion conferences, it’s my second nature to find mistakes or mental note what I would change–-you know for the fun of it and to feel superior. But I was hard-pressed to find any major boo-boos no matter how hard I tried. CMW was a well-oiled logistics machine from start to finish. The sessions started on time, the speakers were 90% top notch, and the events were memorable. Even the most basic details like lunches—normally a hassle when you have to leave the conference or sit in a stuffy banquet room— were grab-and-go to run to a session or hang out at the convention center. It’s a detail, but one that makes a difference in the overall experience. The opening reception held in the newly-revamped Flats area had it all: food, drinks, a pool, networking, groovy lighting, content geeks awkwardly dancing. But it worked. Cheap Trick concert in one word: epic. Though I loved them when I was a teen, I wasn’t that excited, thinking they were more AARP than OMG. Boy was I wrong, these badasses put on a rockin’ show. I even got one of the guitar picks that was tossed in the audience! #groupiemoment

Mix and Match Theme

Make no mistake: the theme of the show was “Content Strikes Back” and there were Star Wars posters everywhere, cheesy references to it in most presentations, and the grand stage opened with Joe Pulizzi on a starship deck that looked like it came from community theater (I think on purpose?). Added strange bonus: Pulizzi’s ending included a contentized Matrix scene, replete with Keanu Reeve’s trademark black jacket. Similarly, many attendees, including myself, wondered what the hell the former Luke Skywalker could contribute to the content conversation. But we were wrong—the guy proved to be an engaging, funny, and honest speaker about celebrity content and could talk a good game about his Twitter-follower competition with Carrie Fisher. He even trashed Star Wars franchise for making him lose 50 pounds for his one scene in “The Force Awakens”that only showed his face. Other daily keynotes were engaging—in fact the speaker with the highest rating automatically gets top spot at the start of the conference.

Attack of the Corporate Packs

There are an estimated 3,500 people that attended CMW event from 50 countries and 50 of the Fortune 100. In other words, the vast majority are from a corporate environment, which was evident through the massive content marketing teams traveling in packs. Armed with occasional orange clothing and an expense account, the roamed the convention center hallways in droves. Admittedly, I did feel like an oddball as a freelancer. But there were plenty of friendly people to network with. It would have been more inclusive, however, to have sessions catering to us content outliers.The closest was one on best practices to hire freelance writers (you can bet I was there). There was also a “Writing Salon” for consultants  in the spiffy new Hilton, away from the action. In the future, I would like to see more events for corporate and freelancers to network directly.

Dare to be “Different” or Die

Remember I said this won’t be a list of takeaways? Indulge me with my few random observations. Speakers in many of the sessions said in their own unique way that content has reached peak so you must think and do differently. As content marketers, we can no longer crank out the same old stuff—with so much noise you absolutely, unequivocally must stand out. Obvious yes, but how to get around it? Idea-planting included: call attention to a provocative question that no one else answers in the industry; take a stand on an industry issue; find that missing stat and capitalize on it in a big way; extract insight from data for a non-obvious answer; dig for interesting correlations and weird ideas to pounce on; come up with “unthinkable” ideas no one else is doing (like freeing gated content or doing a negative campaign that speaks the truth). Though none of these ideas were exclusively new, together they lent a shot of creativity and deeper thought to bring home.

Fuzzy Line Between Journalism and Content: Demolished

As a former journalist (and a cynical reporter at heart) I was surprised, elated and deflated to see that the rise of “brand newsrooms” (oxymoron anyone?) is a real, established thing. Among content marketers and journalists alike, there is a resigned acceptance that newspapers are dying, content is thriving, and a way to make a buck on the side (which has become the main entree). As one speaker and former reporter put it: journalists don’t think they need anything from content, but content marketers know they need journalists. A journalism style brings a dose of reality to content. In essence, the mindset of journalism can lead to greater content marketing.  We should always be asking ourselves with every piece of content we produce: will it pass skeptic test? The only thing I disagreed with: that the pace of content marketing is significantly slower than daily deadlines of journalism, but then again, maybe it’s just my clients (and you know who you are).

KISS Principle lives aka no Friction

Several speakers focused on the importance of content simplicity from writing to delivery. Cut the resistance between where you are and where you want to go to make it easier for your readers. We’re not just left-brained or right-brained about decision-making. Our reptilian brain likes simple choices and hates change. This or that. Chocolate or vanilla. Try or buy. That also means that content should stay away from any sort of difficult, interruptive reading experiences, like rotating banners or tons of links. We need to prepare and communicate our content simply, elegantly and concisely, whether it’s an ad campaign, landing page, a blog post or even social media post. Another fact: Consumers don’t care where they get their information from, they just want it. So don’t be concerned about “credit,” be concerned about giving readers what they want—they’ll thank you later. Again, not rocket science, but  good to remind ourselves of every time we’re producing content, it’s not about us, it’s about freely delivering value and and solving problems for our readers. In other words, the fantastically-jargonny word: customer centricity.

My content marketing awards

Unsurprisingly, the award session didn’t include best freelance content marketer of the year or other  honored oddities. However, I’ve devised some of my own to fill in the gap. You’re welcome.

Best opportunity: 1% on the web are creating content, the rest are lurkers and contributors; this means infinite opportunity for content creators who want mindshare to be a leader not sheep

Best reality check: You may have great content, but quality alone cannot overcome the competitive landscape

Best quote: If you’re writing for everyone, you’re not writing for anyone

Best anti-best practice: Don’t follow best practices, great marketers craft their own

Strangest buzzphrase: “children of personas”: I dare you to bring it up in your next content strategy meeting just to see the dazed expressions

Most unrealistic concept: “empathy meetings”one presenter said, is when he meets with clients weekly to discuss and solve core problems; My empathy starts when I have to go to a meeting at all

Most overused word: Friction—it just rubs me the wrong way

Best live tweeting: Selfie Humblebrag aka @Shumblebrag. Brilliant at keeping the pretention, ridiculousness, and conference clichés in check. We need more of that—everywhere.

In a nutshell, I think CMW was worth the price (including my discounts, of course). It was some good learning, easy networking, and fun entertainment—but please don’t expect me to wear orange next year.

Author’s note: Next post I’ll be taking a look at the content produced by CMW trade show exhibitors to assess who is eating their own dog food and who needs to bulk up.

 

 

LinkedIn Tries to Wiggle Out of Its Work Khakis

Think fast: what social networks do you expect girls in bikinis, political statements, and religious rants? Facebook…Instagram…LinkedIn. Wait what??

Insert screeching brakes sound here.

These types of posts are becoming more and more common on LinkedIn. In fact, a war is being waged in the LinkedIn community upon itself. Newsfeeds are filling up fast with complaints of personal, off-color or racy images, mixed with those defending it. And it’s gotten downright nasty, taking up more real estate than ever.

Examples? (replete with thousands of comments pro and con)

– Before-and-after photos of a woman in a skimpy outfit to demonstrate a personal trainer’s results

– an image of a fast food employees praying through the drive-through window with a customer

– An image of an orange-faced businessman with bad hair who happens to be running for president

-A dad showing off the breakfast food porn his kids made that morning

-Posts complaining about these types of posts

-Posts complaining about posts complaining about these posts

…Get the idea?

The fact is, many LinkedIn members want the network to remain the buttoned-up workplace they know, while others choose to use it as a fertile sharing ground for anything.

While LinkedIn does have a community behavior policy in its terms of agreement (like other networks), its ambiguity leaves the policy’s implementation frayed at the edges and open to interpretation (also like other networks). The specific clause forbids a LinkedIn member to “Act dishonestly or unprofessionally, including by posting inappropriate, inaccurate, or objectionable content.”

But what do those words mean in the age of social media and increasingly blurry lines between personal and work lives?

The grandaddy of social networks has made it clear it wants to stay out of this touchy conversation and leave it to members “work it out.”

But me thinks there is something much bigger going on here.

The loud silence gives voice to the idea that the old network is simply
“pivoting” in true Silicon Valley fashion. All of the signs and symptoms are there. And it would seem like the next logical step to attempt unicorn social media status and attain relevancy in all parts of its users lives.

But no matter how it dresses for casual Friday, LinkedIn screams work. It’s decidedly not the go-to for a fun fix like a Snapchat, Instagram, or Facebook. And that’s why the company is taking its cue from the blue-logoed, most popular social network in the world.

Look at the mounting evidence: the red notification that excites and brings on that Pavlovian response for more; the “like” button for posts and new jobs; larger, multi-size imagery; more targeted ads and messages on the sides of the pages; the ability to publish (ala post); the new chat feature replacing messages; network birthday notifications, a snazzy new Facebook-like app, and other telltale signs.

The only thing that’s missing so far? Community acceptance.

The fact is, something is not quite connecting for  millions of LinkedIn users. Could it be that the community DOES like a modicum of  personal and work life to remain separate? Most people feel uncomfortable sharing vacation photos, opining their views on political candidates, or ranting about lousy customer service to a network mostly from former and current employers, professional event or other work circumstances.  We have lots of other places to do that, thank you very much.

LinkedIn wants to have it both ways—to be the “world’s largest professional network”— but  change the definition of what that means in order to grow and more deeply engage its users.

And it may be fighting a losing battle and in the process turn off community members to what is perceived as a degredated, cheapened network.

The fact is, we all have our own definitions and standards of what stays in the outer circle but there are some common threads—that’s not going to change much over time. It’s the reason we don’t wear shorts to an interview. Or tell our boss we got in a big fight with our mate. Or share that we’re going to a political rally on the weekend. It’s this thing called “boundaries.”

My rule of thumb is if it’s not something I would say to a colleague, it doesn’t go on LinkedIn. That doesn’t mean I can’t have fun or a sense of humor or show my personality— it just means I have no interest in doing more than that on LinkedIn.

This is as personal as it gets.

 

 

 

7 Ways to Better Marketing in 2016

2016
Let’s start the new year right: out with the old and in with the fresh.

#1 Get off the training wheels articles

Dear content experts: We know that images are processed 60x more than text. We also know that tweets with images get tons more shares than those without. We get it. There are hundreds of articles on these basics. If you want more SEO, be less of a sheep and more of a leader. Got an interesting take on why Twitter sucks for certain businesses? Or an argument to do long-form blogging instead of 500 words? Bring it. Make us think, provoke us and push us further in our education, don’t give us the same-old.

#2 No more gobbling up junk food infographics

Ratios are important, including infographics. For instance, when the largest element of an infographic is the logo of the company that produced it, it’s a clear warning sign. Many infographics these days are filled with fluffy, contextless stats aimed at showcasing themselves for shares and/or hopping on popular culture (not very well). We have more innovative data visualization opportunities than ever. Let’s use this information to educate and inspire ideas, not dumb down readers.

#3 Overthrow the content monarchy drivel

…Is so 2013 (I’m guilty myself). No more using “content is king” or corollary: “content is queen” context, engagement or anything else that is sidekick to the King. (and why does the Queen always have the helping role?) These cliché terms are ubiquitous and mean nothing anymore. We’re way beyond this revelation (see #1). It’s time for the next level analysis when we write about content. Speaking of which…

#4 Doctor’s orders: marketing does not cure cancer

I do suggest one new monarchy term: “Content is the new court jester”. We’re a pretty humorless bunch. We do have the Condescending Corporate Facebook page, Clickhole, recaps of social media flubs, and the occasional catch-all. But more laughs and less self-importance is the prescription for what ails us. There are brands that get humor thankfully. Yes, meaty, relevant content is an essential ingredient for smart marketing strategy and contributes to revenue (fingers crossed), but let’s have some fun, people.

#5 A fresh litter is worth 10 copycats

A blog post compiling expert views is one thing, but regurgitating others’ ideas with few word changes has a centuries-old legal term: plagiarism. It’s spread online like rancid butter. If you have an opinion, state it and back up with well-thought ideas and research. While we’re at it, let’s do away with hijacking trending stories unless an authentic connection is there. The passage of time often reveals more interesting or thoughtful insights. Better yet, let the story ride out its 15 minutes and write about something original.

#6 Social media deserves a demotion

There, I said it. While social media continues its star billing, advertising (save for ethically ambigious “sponsored content”), events, and everything else in the marketing wheelhouse is relegated to the D-list. Social also gives  click-bait culture a huge boost. True, social media disrupted how we communicate with each other and brands, but ALL marketing is a part of the promotion landscape. Young marketers are taught to burrow heads into their screens 24/7 without understanding or caring about what they can learn by looking up and around. All pieces of the promotion pie are part of our rich legacy. (P.S. Apple does billboards, so you know it’s still cool).

#7 Time travel to forward-thinking content 

There are tons of articles about “next year…” this time of year, but what about visionary pieces that look at marketing five or 10 years down the road? The internet of things, mobility, and other technologies are reshaping the way we market. Let’s peek into future so we can plan for the Next Big Thing (or avoid a trending rat hole). Like: why virtual reality will change the way we shop or how robots are invading into journalism . Let’s learn about these futuristic ideas now and start planning for what’s to come . Even if these predictions never come true, it opens our minds to new possibilities and ways of thinking.

Here’s to a great marketing year in 2016….hold the filler.

 

 

 

 

 

6 Networking Rules to Break. Now.

social_network_networkingTrue confessions: I have not always been a good networker. When I started my marketing communications business 15 years ago, I lived in the middle of Silicon Valley and was lucky enough to have a client base right out of the gate. In fact, I rarely went to networking events unless there was an interesting speaker, it was free, or there was the promise of a raffle prize that had the Apple logo on it. I was fortunate to get most of my work through word of mouth, random outreach, and a little bit of kismet.

It was a much different story five years ago when I moved to San Francisco. Though only 50 miles separated these two bustling tech centers, the business landscapes were a tale of two cities. While Silicon Valley gravitated toward older tech like semiconductors, hardware, and software, SF was all about social media, apps, and the sharing economy, inhabited by scrappy startups. Picture the days of rents just beginning to climb to ridiculous rates, the sight of cranes a bit more commonplace, and brogrammers starting to taste the wonders of hand-crafted, artisanal beer out of mason jars. In other words, pre-Google bus days.

It was an exciting time but also a scary time for me. While I possessed the general tech cred, I knew I needed to expand my reach and grow my business locally to make it in The Big City.

So…picture if you will, mild-mannered Diane Prince turning into Wonder Woman, or in my case, Janice Cuban transforming into San Francisco Networking Woman (sans the tight superpowers outfit and arch enemy fighting). I flew through city, industry, Meetup, and other myriad of events—shaking innumerable hands, swapping a gazillion business cards, and eating hundreds of sub-par hors d’oeuvres washed down with mediocre wine.

Through it all, here’s what I have learned as a networking pro who’s been through the San Francisco trenches.

Conventional wisdom: Arrive when the event starts

New rule: When was the last time you showed up at a networking event at the beginning and it was crowded? Exactly. Fellow networkers typically are racing from work, fighting traffic, etc. Depending on the length of event, I recommend showing up 30 minutes in for that perfect “networking tipping point”—the best buzz in the room, conversations are flowing, and the highest odds to shake the most hands.

Conventional wisdom: Approach a group of people and introduce yourself

New rule: Um, no and no. What’s more intimidating at a networking event than walking up to two or more people and cutting in? This doesn’t even include the possibility that you could be interrupting a good networking moment and might even get that “stalker look” from said group. Instead of this intrusion, help out a fellow solo attendee: if someone is standing by him or herself, they’ll appreciate that you saved them from an awkward moment munching on a carrot or checking their phone by their lonesome. And who knows, it might even be a good contact for you. Which takes us to…

Conventional wisdom: If someone is prattling on, make up a fib to excuse yourself

New rule: Politely end the conversation by saying you don’t want to keep them from meeting others at the event. Who can argue with that? And it’s actually true. Don’t give the person some B.S. about talking to someone you know in the room (unless you really do), or getting another drink when your glass is half full. People are not dumb and will sniff out that you’re bored or done talking with them. They’ll also remember that move if you contact them in the future wanting an introduction to a lead. Manage your networking time carefully but be nice.

Conventional wisdom: Prepare and memorize your elevator pitch

New rule: Well, this is a half-truth. Of course you should have a spiel ready to go, but before you spout off your own mouth, find out more about the person with whom you’ve just shaken hands. If you’re in a business like me where you write for different types of industries, knowing that someone’s profession is real estate versus tech marketing is going to make a difference in how I talk about my services. Since most people naturally love to talk about themselves anyway, ask questions first and find out what makes them tick, their interests, and who knows, it might even lead to a discussion about their potential work needs.

Conventional wisdom: I’m not here to make friends, I’m here to get new business

New rule: Of course we all want new business. Duh. But one of the nice surprises I’ve found over the years is that these events can also be a resource for new friends, colleagues, and mentors. Bonus: these folks are more inclined to help you in the future just because they like you. In fact, I’ve made an entirely new circle of friends in San Francisco from networking alone. In other words, “friendwork” it too.

Conventional wisdom: Always dress “professional”

New rule: No word has become more confusing than this the past few years. Long ago in a tech galaxy far, far away, it was expected that you wear a work outfit to a networking event consisting of suit or dress slacks. This uniform has been changed considerably. Even “business casual” can now translate to jeans, leggings, and more creative outfits, especially in San Francisco. If you’re going to a lawyer or banking networking event,  be buttoned up of course, but this is the exception, not the rule anymore. Common sense dictates that no matter what city you live in, keep it professional: a messy look, dirty jeans, or too-tight tops are still no-nos and make the wrong first impression.

So…are you ready to use your superpowers? Now that you’re armed with new networking mojo, get on that cool outfit, dust off your business cards, and fly yourself off to that next event!