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Back in April, the wonderful Linda Popky of Leverage2Market wrote about how having a great brand can sometimes hurt you. She used her experience with the Ritz-Carlton in Sarasota to good effect in illustrating her point.

I scratched my head at the title of her article. I mean, how can having a great brand cause a problem? Isn’t that what we’re all aiming for?

The answer, not surprisingly, is pretty simple. In Linda’s case, high expectations of what the Ritz-Carlton stands for and less-than-wonderful front line execution collided head-on. Turns out that Ritz-Carlton properties are individually owned, which means that different management teams may have different ideas about the brand promise and step up to the plate differently.

“The Ritz” is big business, and many (probably most) of my readers are small businesses. What does brand control mean to us? At bottom, it means that our mandate is to deliver with consistently high quality. In this respect, we may actually have an advantage over large enterprises. Because we’re smaller and not managing huge infrastructures staffed by thousands of employees, we have the potential to retain better control over what goes on. If we’re one-person operations,  the buck stops with us.

On a lighter note, the next time my attitude toward attending a networking event is irremediably bad, I’ll stay home and spare my brand.

(Originally published 8/23/11)

Etiamos – 123rf.com

I’ve been fascinated by other cultures ever since reading National Geographic as a kid. Marriage ceremonies, child-raising, education, attitudes toward the elderly—I took it all in eagerly. And, as I’ve mentioned before, observing how other people do things is great training for a writer. Writers spend their lives on the look-out for the interesting, the odd, and the compelling. If nothing else, we have unusual information to share when things get slow at a cocktail party.

Today, being in a bit of a holiday mood—I celebrate my birthday throughout August—I’ve let Melissa Lamson do the heavy lifting on this post. Melissa specializes in “cultural transformation,” helping Fortune 500 companies, government, and non-profits become more culturally agile. Periodically, her home page features a little gem about a different culture. A few months ago, she reported on (and I passed along) the practice in Eastern Europe of holding weddings in gas stations.

Recently, her site notes that research shows Indians are polychromic. That’s a fancy way of saying that they tend to require multiple stimuli to function optimally. Workplaces in India have been known to play loud music to encourage employees to deliver their best performance. In monochromic cultures, by contrast, multiple stimuli are considered disturbing and background music doesn’t have the same positive effect.

This resonates with me. I have never been able to study (or write) with music in the background, and I was always the crank who asked people to shut up in the library.

What level or type of stimuli makes you more productive?

Originally published on 8/9/11

Blazerrss – 123rf.com

 

Writers are observers, and we’re generally jazzed by acquiring interesting little tidbits of knowledge, whether or not we ever use them.

Take this one. According to Melissa Lamson, a global business consultant, weddings in parts of Eastern Europe are often held in gas stations. Huh? Well, the wines are high quality, and the restaurants inside them are good. Best of all, gas stations have lots of windows and parking, so everyone gets to see what everyone else is driving. In an area of the world where cars, not houses, are status symbols, people can showcase their prosperity quite handily.

When I first moved to California, one of the first things I noticed was that people drove really great cars and lived in pretty modest places. (Later, of course, I learned that some of those little homes commanded top dollar.) Perhaps Melissa’s observation resonated with me because it was so similar to my own experience. California, so many years ago, was like being on another planet where everything was done in a new way. I still remember being open-mouthed at people roller blading to work and young women sporting multiple tattoos. (Gosh, I thought, I guess they’ll never be able to move to Dubuque.)

Tell me about experiences with other cultures have shocked or amused you.

Convisum — 123rf.com

Today, I read a great post by PR expert and writer colleague, Kay Paumier of Communications Plus. Her post discussed the space between words, which was introduced by a monk sometime around 800 A.D. Who knew that people read aloud back then because thewordsallrantogether and they had to sound them out to grasp what was being communicated.

I love reading—and writing—about the more practical aspects of the written word. In a recent post, for example, I explored the magical power of type fonts, a topic that a surprising number of people found engaging.

Today, in the same spirit of practicality, I’m ruminating about headlines. Like eyebrows on a face, they create interest and engagement. If that seems a little overstated, consider those Dutch and Flemish paintings of the 15^th and 16^th centuries where some of the ladies appear to have no eyebrows. The artistry is exquisite, but those babes look a touch bland. My immediate reaction is to seek out a Frida Kahlo self-portrait. No mistaking the eyebrows there.

My idol, David Ogilvy, lauds headlines for their sales power, noting that five times as many people read headlines as they do body copy. Then he says, “It follows that unless your headline sells your product, you have wasted 90 percent of your money.”

I myself love a copywriting project where I have to come up with headlines. Compared to writing a headline—or subhead—creating the prose is a piece of cake. As I see it, adding interest to good copy with a great attention-grabbing headline is a lot like pulling out the eyebrow pencil when you doll up to go out.

Now, as a 2020 bonus, here’s a helpful video. (And there are tons of them on YouTube. Just search for “writing better headlines.”)

Copyright : picitup  (Follow)

 

 

The expressions we use add a touch of sparkle to everyday existence. I use them liberally and recommend you do as well. There’s nothing quite like a slightly eccentric turn of phrase to make a girl (or guy) seem funnier, smarter, and more approachable.

Even if you haven’t seen the legendary video, hearing someone say “Confound it, this entire project has been like herding cats” calls up a delicious image of cats running everywhere—hissing, spitting, scratching, and refusing to be corralled. Applied to the work world, the expression suggests rampant disorganization, poor communication, egos unchained, and milestones blasted to smithereens.

When you think about it, expressions create neat little videos all ready to run whenever you close your eyes and say the words. Picture, for example, “as independent as a hog on ice.” According to Evan Morris, The Word Detective, this lovely phrase expresses the hog’s predicament perfectly. “While he’s technically free, his trotters can get no traction on the ice…and he’s more than likely to end up splayed helplessly on his belly, easily recaptured and returned to his pen.” What a picture.

One last example before I let you go: “Couldn’t find their butt with two hands and a flashlight.” Now, I’m aware there’s a cruder version out there, but this one suffices. I don’t know about you, but I see a confederacy of bumblers, who don’t necessarily realize that they’re clueless.

So, expressions are wonderful because they add some fun to language, and they’re marvels of efficiency. The words serve the visuals, and the visuals return the favor.

 

Elnur Amikishivey — 123rf.com

Copywriters, perhaps more than others, have a deep appreciation for words and their power to create unforgettable images. The other evening I was grooving on an episode of the florid and wonderful costume drama, The Tudors. I sat enthralled as the reptilian Thomas Boleyn plotted with his henchmen, and Henry VIII, played by the yummy Jonathan Rhys Meyers, stomped around bellowing orders and acting like a frat boy with a bad hangover.  All of a sudden, it struck me that Henry, at that stage of his life, was a skinny, sexy guy. He was not, as we usually picture him, a corpulent, richly dressed redhead with a bland stare. I started meditating on the word “corpulent” and its origins. Dictionary.com notes that “corpulent” springs from late 14th century Old French and, of course, Latin. Made up of “corpus” (body) and “ulentus” (full of), it’s a perfectly lovely word—full of body! It even sounds weighty. Just think of how many words we use every day that are derived similarly. There’s “fraudulent,” or full of deceit and trickery. “Succulent,” or full of juice. And “belligerent,” or full of combativeness, contentiousness, and antagonism. You’re bound to have a favorite “ulent” word?  What is it? Iqoncept — 123rf.com

 

But wait, infographics are visual, so why are we talking about writing?

Well, according to an article by Mary Walton of Visme, “Images on their own only tell part of the story … That’s why copy needs to be included in the right proportions … It’s all about the quality of the text.”

Ms. Walton presents seven tips for writing effective infographics, and I recommend you click the link in the first paragraph, because her tips appear in an infographic that conveys her message beautifully.

Write a good headline

Your headline should be short and snappy. (Just like an email subject line.) Use numbers, adjectives, and call-to-action words. Use keywords to make it more likely that your infographic will be found in online searches. And make sure your headline is related to your content. An example: “Try these 3 simple tips  to create a better salad.”

Structure your infographic

Just like a longer-form piece, your infographic needs a logical structure. Ms. Walton suggests a title (headline), introduction, section subheadings, labels for charts and graphs, and sources/footnotes. The introduction summarizes what the infographic is all about. Section subheadings call out different topics and move the reader through the piece. Labels briefly describe the visuals. Sources and footnotes are vital, just as they are in any other written piece.

Include branding

Branding creates context; if infographics are shared without branding, your audience can get lost. As Ms. Walton says, “If that happens, you’ll reach your audience but they won’t know where to go to learn more, losing you potential conversions.” Provide a link to your website, include your logo, and use your organization’s colors and design schemes. You paid for that branding, so make it work for you.

Don’t go crazy with text

Yes, I’m a writer, but I wholeheartedly agree. Ms. Walton recommends an average word count between 150 and 400 words and less text than images. “If there’s too much text in your infographic, it can put readers off … This doesn’t mean that your copy should be minimal, though. You should strike the right balance between providing enough information and being too verbose.”

Introduce your infographic

An introduction introduces an infographic and offers context, explaining the topic covered. Make it brief—no more than 200 words and preferably less. Otherwise, in this era of short attention spans, your audience will leave.

 Include explanations

Support the images with explanatory text. Don’t use your text to add anything new to the image or to introduce new ideas. Its purpose is to make sure the reader understands the image. And be brief. It’s almost always possible to find words you can cut.

Proofread

When you’re writing such a small amount of copy, it’s got to be perfect. The writer Betty Rollin (https://en.wikipedia.org/wiki/Betty_Rollin), who put in time writing for Vogue (I think it was) said that the more frivolous the topic, the more rigorous her editor was about absolute perfection. Same idea here. Ms. Walton recommends going through your copy several times, looking for a different type of error each time. And proofread blocks of text, rather than the whole thing, if that’s a struggle.

Infographics have become insanely popular, to the joy of many. I can hear some folks say, “This is great. I don’t have to be a writer or  hire one.” To which I say, “Hah! You’re not off the hook,” as I think Ms. Walton makes abundantly clear.

Big bonus: an excellent YouTube video, also from Visme, on what makes a good infographic.

macrovector — 123rf.com

Better business writing is a topic that’s bound to elicit a ho-hum reaction in some of the populace. It shouldn’t, though. Dustin Wax, a former contributing editor and project manager at Lifehack, has this to say: “If you’re one of the many people in business for whom writing has never been a major concern, you should know that a lack of writing skills is a greater and greater handicap with every passing year.”

In his article “12 Tips for Better Business Writing,” Mr. Wax gets right down to business. It’s worth the five minutes it will take you to read this article, so I am presenting my favorite five. Just click the link for the rest.

Be brief

I’m sure I’ve mentioned this essential business writing tip in other posts. Mr. Wax says, “ … as written information becomes more and more important to the smooth functioning of businesses, people are less and less willing to read.” So be concise. Get to the point, and wrap it up.

Proofread

I can hear you saying, “But I don’t have time!” Unless your manager is standing over you, ready to grab your copy, you have time. Maybe not a lot, but enough to grab a cup of coffee, do a quick breathing sequence, and then get back to work. If you have the luxury of an hour, take it. Mr. Wax notes, “The brain is tricky and will ignore errors it’s just made; some time working on something else will give you the detachment you need to catch those errors before anyone else reads them.” Rereading your work with a critical eye can also help you avoid errors in tone.

Save templates

This is a biggie. If you’ve created a presentation, business requirement document, or whatever, you’ve put a lot of effort into something that can likely be repurposed and save you time. Create a folder for these pieces so you can grab them when you need to. Just make sure you do a careful reread and a search to make sure your doc isn’t referring to Company A when it should be referring to Company B.

Be relevant

Just as in a news story, make sure your audience knows what’s relevant to them—the who, what, when, where, why, and how. Anticipate the questions readers will ask. And if the information is particularly important—corporate lay-off policies, for example, be as brief and clear as possible. Don’t meander or sugar-coat. (My thought.)

“Be professional, not necessarily formal”

This may be the most challenging of Mr. Wax’s suggestions. Formal language, like business jargon, tends to become invisible or paid little attention to. On the other hand, you want to avoid a snarky tone or, worse, phrasing that you’ll need to apologize for. “Remember,” says Mr. Wax, “that many businesses (possibly yours) are required by law to keep copies of all correspondence — don’t email, mail, or circulate anything that you wouldn’t feel comfortable having read into the record in a public trial.”

Mr. Wax ends his article by recommending that you hire a freelancer. As a freelance content creator myself, I heartily endorse this suggestion. Writing, with all it entails, takes time and concentration. At the same time, I also recognize that many of us must write during the course of our business day and can’t hire help. We may not have had formal training, and we may not be enthusiastic about writing tasks, but clear writing usually means that we’re clear thinkers. And who doesn’t want to be respected for the quality of our intellect?

Bonus: a YouTube video on writing a bad-news letter. I leave it to you to decide whether or not the writer has done a good job.

Marek Uliasz — 123rf.com

Image ID : 49154528

 

 

Data storytelling  is much in vogue these days says Matt Cooper, CEO of SkillShare, and “many brand executives are now asking their marketing teams how they too can tell engaging stories with numbers.”

Sounds great, eh? Come up with some relevant numbers, craft a jazzy-looking infographic, and wait for cheers of admiration. Unfortunately, notes Mr. Cooper, many organizations don’t have a clear idea of what’s involved in data storytelling. As he so succinctly puts it, “Companies are often surprised to learn that storytelling with data is much more difficult than simply throwing some numbers and statistics into a few colorful charts.”

Data storytelling comes with its own set of best practices:

• Use a data journalist. Who knew there was such a field? But there is, and it’s a fast-growing segment of the media business. Data journalists can tell you what’s newsworthy, how to present it, how to assess its accuracy, how to source and reference it, and how to make sure it isn’t misleading. Sounds great, but what do you do if you don’t have the money to hire one? I recommend staying on top of trends, bookmarking credible sources, and talking to knowledgeable peers. Of course, you’ll also need to make sure that you can legitimately use the data you find.
• Make sure your data is high quality. Cooper notes, “I can’t tell you how many times I’ve seen infographics that cite unscientific internet polls or pull apocryphal statistics seemingly from thin air.” Ouch. You should be looking at academic studies or official government statistics, company internal data, or you should consider commissioning a poll. Now, polls are expensive, but you can go the DIY route with options like Survey Monkey or Google Consumer Surveys. If one of your colleagues has survey experience, consider leveraging that.
• Consider emotional resonance. Though numbers and statistics may strike you as being cold, they can tell a story that evokes an emotional response. Consider, for example, the decimation of elephant herds worldwide or deaths from drinking filthy water. Of course, there are good stories to tell, too.
• Be clear. Says Mr. Cooper, “Some of the worst data visualizations are the ones you have to stare at for several minutes before you even comprehend what they’re trying to say.” I love infographics and enjoy working on them. And I particularly appreciate the ones that are quick and easy to grasp. You need to make sure that your data tells a story your audience can understand and use.
• Go where the data leads you. Cooper comments that, all too often, companies are looking for data that supports their agendas. This approach can compromise your integrity. And it can also cause you to miss out on a great story. “If you begin with the answer already in mind, you may be missing out on a bigger or more interesting story.”

I love data. Effective data storytelling is what makes your message come alive and helps differentiate it from what we laughingly refer to as marketing fluff. Not that marketing fluff doesn’t have its place, but data supplements fluff and makes it possible to tell a stronger story.

iqoncept — 123rf.com