Asking for an email address. The question of timing pops up.

You visit a site and three seconds into your experience the site asks for the email address.

Aggressive marketing or bad form? What if a car dealer met you at the door and asked for your personal information before saying hello? You would probably look for the door.

Yet websites continue to ask early and often for the keys to your inbox. Better to give you a peaceful experience before popping the question of the email address. You want a chance to look around, feel welcome and become engaged in the content.

Courtesy and privacy

The email address today is like a social security number or driver's license. This unique identifier provides access not just to your mailbox but to your life. Why would anyone give it out to a stranger?

Timing is everything.

 

More telling, less selling. The nature of content marketing.

Content has been around a very long time. Magazines and newspapers laid the groundwork years ago and continue to provide interesting and entertaining words and pictures. This is content in pure form. 

Digital media has changed the landscape. Brands have taken things into their own hands, creating their own environments and customized messages.

This is branded content. It can engage, inform, entertain, endorse, and win customers.

How does it work?

Here's an example. If you are selling running shoes you might create an article or video about the best running trails in America and sign off with your company name. For a slightly more aggressive stance you might feature some of your footwear laced through the article with images and descriptions. You could even venture into related realms such as stretching, hydration, hiking and camping. The goal is to help your audience, show them you can walk (and run) in their shoes, and demonstrate that you care.

This is still selling, but it's a soft sell. The content is the message and your brand gets the unspoken byline. And you already "own" the media. That's convenient. You have multiple platforms for information, entertainment and connection.

Keeping pace

Content marketing makes great sense as part of an overall brand strategy. You can quietly promote your brand and cater messages to various audiences. But persuasion is still alive and well. Advertising and promotion have a firm place in the overall branding strategy. Telling and selling work beautifully together.

What just happened?

You just read an example of content marketing. I own the media environment (my blog). I created a soft sell intended to help my audience by explaining how content marketing works, and by demonstrating how to write and publish relevant content.

You can do this, too.

(c) Miller McMillan

A phrase that's hard to wrap one's head around.

Have you used the phrase "wrap your head around"?

When you think about it, what comes to mind visually? A brain morphed to surround an idea?

Ouch. Wrapping one's head around something sounds good unless you add the visual component.

Wrapping your head, v2

In this morning's LA Times, I saw an article in which someone spoke of wrapping his arms around something. That was an improvement. Embracing an idea. The arms are easier to see in this role than gray matter.

But still, is hugging what you really want to communicate?

Having a little trouble wrapping my (appropriate noun TBD) around this one.

At least we're not still talking about "out of the box.'

"Print is dead" and other myths of the digital age.

Most of what I write these days is for digital media, notably websites, video and email.

So why are clients reaching out for help with printed annual reports, sales presentations and flyers? I thought print was dead. Well, apparently print plays an essential role within the 360 brand experience.

Why print

Presentations to investors demonstrate the value of printed pages. Expert presenters know investors are a studious bunch with an appetite for facts and a distaste for long-winded audio/visuals. Putting brochures on the table allows the money folks to take a break from the pitch to peruse the details. They can also take printed materials with them to perform due diligence in private. Could they do it on a website? Yes. But the printed piece in their hands is more immediate and inviting.

Inbox is full

Here's another reason why print prevails. The digital inbox is brimming with smart intrusions and disruptions that are sadly now seen as "junk." These emails are quickly shuttled to the trash and may trigger an instant opt-out.

Life outside the screen

Print is not subject to the same short life cycle. Brochures, postcards and flyers tend to hang around and get passed around. Not exactly a "viral" phenomenon, but print has longevity that earns its keep.

Informal metrics

Surprisingly, over the past five years my most successful direct marketing has been printed. While 60% of my audience opens emails, the well crafted printed pieces have actually performed better.

Before declaring print obsolete, consider its place in the multimedia experience. Print is a friend that tends to stick around long after the trash has been emptied.

This concludes my digital message. Imagine that. Even digital is endorsing print.

(c) Miller McMillan

 

 

Talk about a value statement.

When I check out at Trader Joe's, I often tell the cashier, "I feel like I didn't pay enough."

The cashier invariably responds with a smile: "That's what we like to hear."

The upspoken truth about digital messages

"Got it. Thanks. Please review. Received. Awesome. Approved. On vacation." Email and text messaging are incredibly useful for certain types of communications.

But what does a client, partner or colleague really feel about an estimate, presentation or relationship? Text messages and their relatives, emoticons and emoji, only go so far.  Article in New Republic

Voice-to-voice can get to the heart of a situation and the nuances revealed by the spoken word. Say you are negotiating an estimate by phone. There may be an immediate "okay" on the other end, or a sudden silence. With voice you have the opportunity to break the silence and find out where things truly stand. A person's tone, pace and volume of voice can fill in the blanks where text just stares back at you.

When in doubt, make the call. You'll be surprised how much more you can learn, and how much better you might serve your client.

A while back, one of the phone companies ran a campaign that said, "A call can keep you closer." Ironically, that message rings through loud and clear today.

Miller McMillan can be reached at 310 770 4636.

He also welcomes email, text messages, prepaid carrier pigeons, UPS, USPS, FedEx, and in-person meetings.

Phone tag becomes obsolete.

A courteous way to place a phone call is to first send an email or text. "Are you able to take a call?" is a nice way to check a busy person's availability and be assured that the timing is good.

This approach sets the caller apart from the unknown and unwelcome solicitations that announce their arrival with Caller Unknown or a city that you might never visit even in your thoughts. When I see a call coming in from Green Bay, Wisconsin with no name attached, I let it ring. I don't know anyone there. Chances are I'm missing a rare opportunity for a carpet cleaning or a new roof, and passing on hearing a breathless script that leads to the inevitable close: Would you like the premium package or the standard?

Funny how the phone has assumed a new role as email and text messaging have emerged.

(c) Miller McMillan

 

 

 

 

 

Looking at scripts from both sides now. My turn as a project manager and producer.

I'm helping a client on the East Coast find a great production company for his promo reel. Not a huge challenge, except that I live in Los Angeles and the client wants a firm in his city.

New hats

Normally I just write scripts. This time I get to wrap my head around a whole new role, wearing the project manager and producer hat. So I'm calling friends in San Francisco and Atlanta for referrals, following up on leads, checking out reels, and learning how it's done while I'm doing it.

Short list

I'm tossing my script out selectively, listening to what companies say and how they say it, editing the real from the fantasy, and looking at what they've done and how they did it.

The one? 

This guy gets it. How to do it, what works, what doesn't. This is fun. And he's cool. No pressure. No brag. No rush. Great attitude. Pure service. The dollar question hasn't even come up.

Appreciation

Project managers and producers deserve a lot credit. They find people, match personalities, heed schedules, make things happen, and turn the impossible into happy clients.

I think I'll keep this hat.

(c) Miller McMillan

The eyes have it. Writing for a visual world.

These days, I think most people would prefer to "look" at a communication than read one (this being a notable exception, I hope).

How does writing fit into this scenario? Thoughtfully. When images are prominent, text needs to play a  complementary role to enhance or complete the message.

In videos, for example, a picture can be worth a thousand words. But not always. Words can sometimes express an idea where a thousand images would fail, not to mention obliterate the budget.

Working from visuals

Designers often send me visuals and ask me to provide headlines or other text that expand on the image to create a complete thought or concept.

Recently, a designer described a visual idea over the phone. I responded with a four word headline that pulled the brochure concept together.

In another instance, an agency creative sent me a stock image of a person with a cardboard box over his head. The creative strategy was to communicate technical support after the sale. The headline? "Our brains are part of the package."

If you are a designer with visuals you really like, you will like working with me. Chances are we can arrange a marriage of visual and verbal, and the concept can live happily ever after.

The case for undercapitalization

I sometimes work with companies that want to capitalize words that they feel are important, but which grammatically should be lower case. Example:

We offer Stability, Innovation, Excellence and Value.

A capital offense? 

To an educated reader, overuse of capitals makes a poor impression. It implies that the company doesn't understand or respect grammar, or doesn't realize their messages are being compromised by a subtle form of redundancy.

When lots of words are capitalized, they tend to cancel each other out in importance. This defeats the whole purpose of giving prominence to certain words.

My advice is don't go crazy with capitals. Raise capital for your business, but keep a lower profile in your paragraphs.

© Miller McMillan

Taking stock of images. A designer's eye makes a difference.

"But I just need a photo of a woman sending an email. That can't take more than 10 minutes."

That's the way many people think about selecting stock images. And yes, that's how long it takes to find a generic shot that's in the ballpark, but could be way out in left field. (Meaning, it doesn't work very well.)

The truth about choosing stock images 

A lot goes into finding a photo that truly communicates the intention. Who is the audience? What is the emotion you want to convey? What is the environment you need to portray? Does the photo look natural, or affected? What is the verbal message that will accompany the image? 

Four hours to find eight winning images

I was looking for photos for a promotional campaign. It took me four seconds to find people in an office setting. But it took a full four hours to find the right attitude, time period, expressions, naturalness, lighting, ambiance and angle. It was a lot longer than I expected. I really got into it and had lunch at 3:30. Because when you're on page 3 of a search and there are 105 more pages to go . . .

Now, I'm not a designer but I definitely appreciate the time it takes to do the visual research.

Great designers won't settle for ordinary

They wait for the intuitive knowledge that they have a potential winner. Only then does it become a candidate for closer inspection. 

In my search, I faced the additional challenge of finding shots that worked with specific captions. I would be pairing people with phrases, and they had to work naturally together.

Do yourself a favor: When a skilled graphic or web designer tells you it will take x number of hours to research your stock photos, you should probably say yes. It will be time well spent.

As a footnote, consider illustration. When everyone is using stock photos, a well crafted illustration really stands out.  

© Miller McMillan

Do you need a comma? Let's pause for a second.

There are many resources online that will help you decide whether to use a comma.

As a general rule, a comma is used when there is pause in a sentence. If the sentence is hard to read without a comma, use one. (Note the two commas in the previous two sentences.

There is a trend towards omitting commas after short introductory phrases at the beginning of a sentence.

Example:

In this sentence a comma is optional. Note that the sentence is easy enough to read. 
(compare)
In this sentence, a comma is optional.

Please go to one of the online grammar sites for specific rules about comma usage.

When in doubt, read the sentence out loud. Readability is probably more important that any hard and fast rule, unless you are submitting an English dissertation. 

© Miller McMillan

Charles Schwab's powerful tagline

"Own Your Tomorrow" is nothing less than brilliant.

It avoids regulatory impasses while offering a promise that is fully supportable.

© Miller McMillan

You're on first page of search results. Now what?

Now people will actually read your writing. They will be looking for a few things: Information. Answers. Advantages. Organization. Style. Consistency. Grammar. Spelling. Punctuation. Class. 

They will not be looking for keywords. They will not be impressed by voluminous content. They will not be counting to see if your paragraphs are 300 or 400 pages long.

They will want to know what you're about as a company or a person.

Congratulations on getting a good search ranking.

Now the real work begins.  

That's why writing makes a difference.

© Miller McMillan

Optimization revisted.

Guess what. The robot that finds your website will not have a credit card, bitcoin, purchase order or authorization to hire you or buy your product or service. 

Keywords, backlinks, and keeping up with the algorithms can only get you so far in this world.

People make purchasing decisions.  

That's why writing makes a difference.

Make sure your site is beautifully designed and well written.


© Miller McMillan

How a message starts says a lot.

There are lots of ways to begin an email or text message. Many people jump right in with no greeting. After all, one might reason, the recipient's name is already on the screen above the message, so why repeat it?

I know many people are in a desperate hurry. I get it. They barely have time to breathe. But when possible, a greeting is a nice touch that conveys respect and professionalism.

One of the nicest ones I've seen is "Hello Miller." The grammar books tell us the correct way of doing this is "Hello, Miller," or in business, the heavily punctuated "Hello, Miller:".
Which raises another point, or two. In modern communications, the comma and colon are being abandoned in favor of a message that begins simply with the recipient's name.

Example:


Susan

When can you take a look at this?
I like this minimalist approach. It's warmer to start with "Hi Susan" or "Hello Susan."
Occasionally we still see the word 'Dear' at the top of a business message. Perhaps a little vintage, but also warm and personal in a timeless sort of way. 
Using a greeting may seem trivial, but in business it's a good habit. 

What's really hard to understand is a message that ends with lower case: 

best, Joan   (Is this the best we can do?)

Sincerely, dave  (Does this communicate low self-esteem or a lack of sincerity?)

Just as the greeting adds warmth and sincerity, the closing follows through in kind.

Best regards,
Miller


© Miller McMillan 
 

Humorous attempt at direct mail.

I keep getting letters from a company that provides preplanned cremation services with all the trimmings. I have asked that my name be exhumed from the list, but I guess they haven't gotten around to it because the letters keep arriving.

Another one hit today. I called and asked to be removed––not from the earth, but from the marketing list. The telephone undertaker kept asking me, "What was your name again?" I kept reminding her that my name "is" and that I am not yet in the past tense. This was followed by, "What was your address again?" I gave up and said, "Well, before I died, my address was as follows . . . ."

At the termination of our conversation (note I didn't say "the end") I asked the representative, "What was your name, again?" I fully expected the line to go dead, but she responded with good vital signs. I was tempted to ask if I could get a two-for-one special on urns if I used my credit card before the offer "expired."

Had the conversation taken a more deadly turn, my biggest question would have been this: What if I bought a cremation package and the company died before I did? What would be the final arrangements for the defunct business? Would my prepayment be scattered at sea in small bills, or returned to me in an unmarked box? 

Those of you who know me realize I am laughing out loud at this rather bizarre incident.

This stuff kills me.

What do independent reviews really tell you?

I saw an ad today seeking people to write positive reviews about a company.

This is sad. 

It means that some of these supposedly independent services are simply the new media for biased promotion. Would you believe the following review?


"The Best Company in the World is simply the best company of its kind in the world. They do a great job for me every time. No one paid me to say this, but I have tried many other companies and none of them can match the quality, responsiveness, creativity, flexibility, caring and attention to detail provided by this company. Trust me. They are the best." -- Joseph Mercenary, customer since 1878.

Pretty convincing, yes? 

Now we need experts who can go through independent reviews to determine which ones are real and which ones are simply designed to game the system in someone's favor. At least we are creating jobs.

Cynical?

Perhaps.

Reality?

Afraid so. 

Thus concludes my review of independent reviews.

© Miller McMillan