July 2013

Pardon Me (again). I Want2Show You Something…

Last month I wrote about the power of interrupting when advertising.

This month I decided to show you an example of what I meant.

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Two billboards – actually side by side. They are posted in Roanoke, Virginia where my business is located, but they just as easily could have been in your town or on a street near your office.

If you’re like most people your eye is drawn to the right. See what I mean?

There is a clear message – one that engages your brain and gets it going (I personally love the double meaning with creative billboard advertising). It is easy to read and you can generally catch the concept as you go by.

On the left is a confusing series of images, sponsors, copy and general confusion. Even the “all caps” font makes for slower interpretation. There’s too much information and a message that will take way too long to sink in.

Interrupt4Growth

It’s a great example of the power of interruption. You can actually see the difference. Perhaps as you review your next advertising sample or work with your creative team you will see this same snapshot and identify it with the power of simplicity.

Fight the urge to put everything you can into your ads – no matter the platform you use – and work hard to keep the messaging simple, provocative and direct. Once you’ve got their attention, you can find ways to market to them as potential customers, clients and patients.

You’ve heard it said and now you can apply the concept to your advertising. “Less is more.” You’ll quickly figure out that not only does Crime Pay, but so does streamlining your message.

June 2013

Excuse Me. I Want2Tell You Something…

An interruption.

In normal conversation it’s considered rude. In the middle of our work day it’s a barrier to accomplishment.

In advertising it’s exactly what is needed to get your message across to a busy, distracted audience. Attention is at a premium as our society navigates email, smart phones, texting, television, blue tooth technology and everything that competes for our brain space. If you’re message isn’t causing some sort of pattern break, you’re missing the most important of the process.

Interrupt4Growth

You can use music, humor, engaging copy, white space, silence or even kids and animals, but you must use something to catch the eye, ear or imagination of the audience. You must. Otherwise the best media buy or biggest audience is squandered.

Too often business-owners and managers want to use their precious time and space to educate or to promote colloquial phrases that rarely align with the needs of the people hearing, seeing or reading the message. Be strong. Avoid that common pattern and find a way – any legitimate way – to connect personally with your key audience. Once you’ve got their attention and they begin to recognize who you are and what you’re promoting, you’re ready to begin the educating and selling process.

After the interruption (advertising) comes the education (marketing). It’s important to know the difference and not to mix your messaging.

May 2013

The Call4Just a Little More

It was probably a motivational speaker or maybe a magazine, but sometime well before the internet was a regular part of our business day I heard someone say, “You can always do more than you think you can”. People banter that concept around in life, but what if you applied it to your business? If you’re in sales, you may find power in making just one more stop at the end of the day. If you’re in operations, perhaps you can focus your efforts on fixing a broken link in your supply chain. Maybe you care for patients and have recognized there is a better way to enhance their experience.

Whether you are in sales, operations or customer service think about what would happen if you committed to changing a behavior or approaching your work differently.

Make That Change2Day

Really, begin today.

Start by making one more sales call, initiating a fix for a production issue, or integrating a new way to better care for your patients. Here’s the best advice you can get – do something. What I have found professionally is I can more easily tackle a hard to solve problem or finish a major presentation if I simply start it.

Often the work comes together nicely after we’ve made the effort to begin. Starting may be as easy as sketching a drawing, jotting an idea, creating an outline or brainstorming with a co-worker. From there you’re on your way. But it starts with the start and if you begin there --- right now --- who knows how much more you can get done?

April 2013

The Thought Came2Me

Recently I was watching the movie “Inception”. I had seen it before and understood most of the plot, but this time something else caught my attention. “Inception” is a movie about infiltrating one’s dreams to exhume secret information from the subconscious of important business people. It’s a bit of science fiction, but a fun distraction.

In the main part of the story you’re watching a dream, inside a dream, inside a dream, inside yet another dream. Obviously the viewer must pay close attention. As the action moves through all these different layers it can be a little tricky to track. Let me make the simple connection to this monthly e-newsletter.

I write the B2Seed to share information that will be helpful to people in a wide range of businesses and situations. The information is designed to provoke thought and inspire action. It’s an outlet for me, but there is more to it than to simply pass along tips. I wanted you to know why I write this monthly article.

Making It Work4You

As with “Inception”, B2Seed has this surface level of provoking thought and inspiration, but beneath that there is the deeper level. A message inside a message. It is a marketing tool for my company. There, now you’re inside – seeing why I do this each month. If a potential client subscribes I know I can touch them directly – for a few moments – each month. Over time, they’ll get used to hearing from me, hopefully acknowledge the value of what I write and when they need advertising, marketing or business development assistance, they’ll reach out to my company.

Some current clients get the email and take action themselves or pass it along to others who need help with their advertising. Either way, The B2Seed consistently helps me grow my business and connect with other businesses. Sometimes it’s directly; other times it’s indirectly. Either way – it’s purposeful.

Would it make sense for you to take a similar action in your situation? If you want to regularly connect with prospects or clients in a non-threatening way it would. Then you’ll be living the dream…

March 2013

Leadership from Which2Learn 

For years I have looked for business principles in odd places or at random times.  Usually I file them away for some future use.  While it might have been smarter for me to read all the leadership books I could find, observing what others were doing shaped me as a businessperson and has worked out okay.

Recently I heard an interview with Jamie Foxx and the famous director Quentin Tarantino.  Tarantino wouldn’t be the first person from whom you’d expect to learn leadership concepts, but upon a closer look, it makes a lot of sense.  Who could you get to organize hundreds of people – including some with incalculable egos and star power – but a movie director?  Foxx was talking about his recent role in the film Django Unchained and Tarantino’s directorial approach to the film.

Two things impacted me:

1) Tarantino had everyone (even celebrities) leave their egos (and their smart phones) off set.

2) The director walked around, spoke with, and cared for the "extras" that were playing such an important role in the movie.

Fresh Perpective4You

The movie is set in the south during the time of slavery.  Actually slavery is more than the backdrop – it is more of a character.  Tarantino was concerned the main actor (Jamie Foxx) and others might not be able to fully feel the part if they were wrapped in modern conveniences.  Foxx wholeheartedly agreed.  Tarantino was also concerned about the impact filming a movie about a slave (a rare topic in Hollywood), would have on those who were playing the parts of slaves in the fields and plantations.

The director’s approach won over Foxx, the rest of the cast, and the crew.  During the hour interview the mutual respect was evident between director and his big name actor.  It was obvious in the final product too.  Now – go lead by paying attention to the atmosphere you create and watching out for everyone.

February 2013

It’s How You Decide2Look at Things 

On two different days last week – Monday and Thursday – the temperatures in the middle of the day here in the Greater Roanoke Valley reached 38 degrees.

When I left the snowy land of Northwestern Ohio on Sunday it was 9 degrees, the snow was blowing and based on the weather that day, it seemed like a good place to be leaving.  As I drove south the snow (mostly) stopped and the warmth (mostly) arrived.  By Monday it was a “balmy” 38 degrees and I think it actually felt somewhat comfortable.

The middle of the week brought a warming trend – jet stream, winds from the south, or something.  I actually have no idea what brought the shift.  I just know that one of those days I left my winter coat at home and, in general, it almost felt like spring (while I am pretty sure the cold and snow continued straight through back in Ohio).  By Thursday afternoon another cold snap hit and it was back to 38 degrees again.  This isn’t a weather blog – so why all the talk about hot and cold?

Something4You to Consider

Both days were 38 degrees in Roanoke.  One day felt comfortable, even refreshing.  Later in the week, the same exact temperature felt cold, slightly bitter.  How can the same surroundings bring such different feelings?

The answer is in how you look at things.  The wisdom is in your approach to the challenging boss, tough problem or insurmountable prospect.  Are you coming off of a cold spell into the warmth of 38 degrees, or are you adjusting to the “warmth” of the 50’s & 60’s then dealing with 38 degrees.  It’s a simple reminder that you determine the climate of your workplace.