How To Communicate – Mid-West Digital Marketing https://midwestdigitalmarketing.com Thu, 26 Jul 2018 14:20:21 +0000 en-US hourly 1 75379469 A Social Media Content Creator wrote a captivatingly vague headline on Facebook. Then this happened. https://midwestdigitalmarketing.com/2014/04/social-media-content-creator-wrote-captivatingly-vague-headline-facebook-happened/ https://midwestdigitalmarketing.com/2014/04/social-media-content-creator-wrote-captivatingly-vague-headline-facebook-happened/#respond Tue, 22 Apr 2014 19:43:19 +0000 https://midwestdigitalmarketing.com/?p=2631 Chances are you’ve seen an article on Facebook with this type of headline (I call it the Mirage Headline, as it appears promising at first until further exploration). It is meant to elicit feelings of curiosity and exploit on basic human urge of knowing the end result. Facebook pages have been posting content with this... Read more »

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Then this happened
Chances are you’ve seen an article on Facebook with this type of headline (I call it the Mirage Headline, as it appears promising at first until further exploration). It is meant to elicit feelings of curiosity and exploit on basic human urge of knowing the end result. Facebook pages have been posting content with this headline style for quite some time now, each trying to portray that something magical is contained within their content link. I have discussed this Facebook trend with more than a few people, each of them ending up at the same feeling towards it, that it was wildly successful at first but has run its course and become more of an annoyance than curiosity evoking headline.

Of course getting the attention of your target market is one of the biggest challenges marketers face on Facebook as the ever-changing formula continues to limit organic exposure. So the question becomes, do content writers implore this writing tactic even if it leads to content that is not nearly as exciting as the headline portrays? Doing so could result in disappointed followers. These followers could then choose to select one of three Facebook options on your post: (1) “I don’t want to see this”, (2) “Unfollow (your page)”, (3) “Hide all from (your page)”. Congratulations, you have just lost one more potential conversion, not to mention the possible “likes” and or “shares” they might have contributed that could have attracted new followers.

Writing creative and engaging content is fun (for me at least) and it should not feel forced for your topic. I’ll be the first to admit, some topics are next to impossible to present in a way to your audience that makes them seem fun or even remotely interesting, but that doesn’t mean you should bait your audience into something that appears to be fun. For example, if I were to write “Person sits down on automated toilet. Then this happened.” you’d be pretty curious as to why this event has been made-out to be so dramatic and probably click on it. After clicking on the link it would just show how they didn’t have to touch a thing making it a more sanitary bathroom fixture in your home, pretty boring right? Now you are probably upset that two minutes of your time have been wasted, and you’re likely to hide (at best) anything that my page posts again.

In the end being original and less dramatic can actually capture your audience’s attention quite well. Use facts, create a statistics map if at all possible, or simply be blunt about your product or service as it saves your potential customers precocious time and in turn, can leave them in a better mood about your offerings.

 

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From Prospect to Client: The Dating Game https://midwestdigitalmarketing.com/2014/04/prospect-client-dating-game/ https://midwestdigitalmarketing.com/2014/04/prospect-client-dating-game/#respond Tue, 01 Apr 2014 21:12:30 +0000 https://midwestdigitalmarketing.com/?p=2573 Potential customers are just like potential mates – there is a progression of your relationship that you must go through to gain their loyalty. From wooing and courting to signing business and putting a ring on it, there are many similarities between the two processes. Like a woman in a bar, prospects are used to... Read more »

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Potential customers are just like potential mates – there is a progression of your relationship that you must go through to gain their loyalty. From wooing and courting to signing business and putting a ring on it, there are many similarities between the two processes. Like a woman in a bar, prospects are used to being hit on – today’s generation even expects to be marketed to. Since they have so many suitors approaching them, they have the freedom of picking and choosing which one they go home with. However, you too have choices, and you need to learn not to waste your precious time on unsuitable candidates. Here’s a rundown of the prospect-to-client evolution, or as I like to call it, The Dating Game.

Tired of getting chased? Make the first move!

The Dating Game

 

 

 

 

 

 

 

Prospecting (or in the online dating world: Stalking)

When it comes to picking a mate, you first need to know what you want in a relationship. ITM is a common prospecting tactic that involves researching if someone even qualifies as a prospect because your time is precious and you can’t be wasting it on someone you’ll never land – the letters stand for Interest, Time, and Money. If a prospect isn’t interested at all in you or doesn’t have the time of day to give you, you need to move on. And your love may be cheap but it isn’t free, so if your prospect can’t afford your services then why are you even bothering?

 

Connecting
Now that you have a good pool of prospective dates, look into your options. Are you going to try online dating? Prospect customers and clients through LinkedIn, and networking events and Happy Hours are great places to meet people as well. Once you’ve scoped out a qualified prospect try to find a mutual connection who can introduce you or set you up – word-of-mouth recommendations are the most trusted. When you finally make a connection, you’ve got to ask for that First Date. Remember to be persistent, but not annoying.

Dating
When you’re on a first date, you want to show your best side, but you can’t reveal everything you’ve got. You know that your prospect is still dating around with their other options, so by giving away your strategy you could get hurt since they’re not committed to you yet. Find out about your prospect – where have they been? Where do they want to go? And the sweet spot – where does it hurt and how can you help? Once you’ve determined that you’d be a good fit for each other, it’s time to ask for that second date.
Popping the Question
Now that you know you want this person to be exclusive with you, you need to propose. In between dates you should send them articles that remind you of them to show that you were listening and you do care about them. This meeting is all about pulling out the big guns and showing them what you really can do. Taking extra time to learn about this prospect before you pull out a proposal proves you are ready to commit to them. First review what they told you and then make yourself the solution to their problems. Let them know that if they let you, you can be their hero, baby.
The Honeymoon
Congratulations, you won their business (heart)! You’re probably both elated about the future, and things are going smoothly. Remember that this is the honeymoon phase of your relationship… there will be trial and tribulations throughout this journey, and you’ll both have to put in work to make this partnership successful. Now is the best time to establish expectations so there isn’t disappointment down the road.
Relationship Maintenance (see: Marriage)
Here is really where you get to prove yourself. Follow through with your promises. Continue to send your client personalized information that you believe is relevant to them. Check in on them when you know they’re back from vacation, or just got married, or had a baby, or a relative died. Don’t just ignore them once you’ve got their business – you’ve got to continually work to make them happy and loyal.

I’ve been in customer service for 10 years, so I’ve got a lot more experience there than with dating. I’ve learned that the whole “the customer is always right” mantra shouldn’t apply to dating, but the “money back guarantee” one should when it comes to bad dates. Just like a twenty-something girl who realizes her worth in a relationship, you too should be more selective with your business. What kind of person do you really want to get into a relationship with?

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Are you Phineas or Ferb? https://midwestdigitalmarketing.com/2014/01/phineas-ferb/ https://midwestdigitalmarketing.com/2014/01/phineas-ferb/#respond Tue, 14 Jan 2014 14:46:33 +0000 https://midwestdigitalmarketing.com/?p=2467 Are you an agent for change?  Do you leap before you look? Do you more often than not trust your gut when making decisions?  If you answered yes to all three, you my friend are an innovator. Innovators are right brain dominant.  They approach tasks from unsuspected angles.  They are comfortable living “outside of the... Read more »

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Are you an agent for change?  Do you leap before you look? Do you more often than not trust your gut when making decisions?  If you answered yes to all three, you my friend are an innovator.

Innovators are right brain dominant.  They approach tasks from unsuspected angles.  They are comfortable living “outside of the box” when looking for solutions. They live in the grey area.Comic

Is the status quo pretty good for you?  Do you analyze the situation completely before making a decision? Do you need supporting evidence to validate your reasoning?  If you answered yes to all three, you my friend are an adaptor.

Adaptors are left brain dominant.  They approach tasks from tried and true perspectives. They seek solutions to problems in already understood ways. They abhor the grey area.

If you are an innovator, everything I described in the adaptor section probably drives you nuts.  Same holds true with the adaptor side of things.

Expect it and accept it.

Here is the deal though.  If you know which side of the spectrum you are on, you better find balance with someone on the other side.  They may drive you nuts, but you need them.

Change for the sake of just making change is not a sound way to manage your business.  Conversely, staying with the status quo just because “we have always done it this way” isn’t ideal either.

Why was Spock so good for Kirk?

Why do you think McCain named Palin as his VP candidate?   Obama and Biden?

Because it works.

So, the first step in the process is to identify who you are.  Once you do that, finding the opposite is easy.

Your company will not only survive, but thrive if you pay attention to the push and pull, the yin and yang, the Phineas and Ferb of both innovators and adaptors.

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Risqué Writing for Businesses: Don’t Be Afraid to #@ing Say It https://midwestdigitalmarketing.com/2013/12/risque-writing-businesses-dont-afraid-ing-say/ https://midwestdigitalmarketing.com/2013/12/risque-writing-businesses-dont-afraid-ing-say/#respond Fri, 27 Dec 2013 14:30:50 +0000 https://midwestdigitalmarketing.com/?p=2432 Hey, wild thing. I see you decided to join me down here below the rough language in my headline. Looking to slum it? Must be. You’re still reading. Obviously you’re not here to buy anything. Paying customers don’t like any sort of wild talk, right? That’s a bunch of bull-fill-in-the-blank. True, few businesses can get... Read more »

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ralph_soapHey, wild thing. I see you decided to join me down here below the rough language in my headline. Looking to slum it? Must be. You’re still reading. Obviously you’re not here to buy anything. Paying customers don’t like any sort of wild talk, right?

That’s a bunch of bull-fill-in-the-blank.

True, few businesses can get away with using “bad words” in their marketing efforts—those that peddle adult toys, for example. But having worked as a writer for 20 years now, I believe that the vast area between “bad words” and banker-speak is way underused in marketing, particularly on websites. Who decided that every business website needs to sound like it was written by a dude sporting an ascot, or a friendly farmer with his thumbs hooked through his bib overalls?

Last week, I had the opportunity to rewrite a little web copy for a head-shop. I checked out other pages on the company’s existing site and knew right away that they needed a voice makeover. This was no time to sound like a Midwestern realtor hosting an open house. A head shop doesn’t cater to the conventional, and its website copy shouldn’t either. Something a little more Marlboro Man, a little more Jeff Spicoli, was in order. I didn’t use any foul language—that’s almost never advisable—but I did get a little colorful. Early feedback was that the resulting copy was blanking awesome. (When it comes to head-shop copywriting, the best response isn’t bravo, hurrah, or well-said. It’s blanking awesome.)

I’m not encouraging anyone to be profane—far from it—but some brands are wilder than others, and need to reflect that on their websites for brand consistency. There’s plenty of room to play on that neglected playground between “bad words” and banker-speak. Don’t be afraid to lift up your shirt just a little. Restraint is not a staple of all good business copywriting. Neither is formality. Talk the talk of your customers, not the language of your loan officer.

How do you know if your brand is one of those brands that should be farther out on this playground? Well, take a look at your target market, or even better, let us take a look at it with you. If your clients like to color outside the lines, you should too. Be the untamed funball you were meant to be. I’m talking to you, owner of the nightclub. And you, owner of the motor speedway. And you, owner of the laser tag center. An ascot doesn’t suit you. Stop wearing those darn overalls. Be as #@ing unbridled as your customers wish you would be.

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Simplify and Prioritize https://midwestdigitalmarketing.com/2013/11/simplify-prioritize/ https://midwestdigitalmarketing.com/2013/11/simplify-prioritize/#respond Tue, 19 Nov 2013 17:42:00 +0000 https://midwestdigitalmarketing.com/?p=2395 Does your desk look like this on a regular basis? Do you feel at the end of the day you were busy, but didn’t really accomplish anything you wanted to? Each of us leads a busy life. But how can we keep ourselves from going crazy with our lists of lists of to-dos Follow these... Read more »

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Untitled-1Does your desk look like this on a regular basis? Do you feel at the end of the day you were busy, but didn’t really accomplish anything you wanted to?

Each of us leads a busy life. But how can we keep ourselves from going crazy with our lists of lists of to-dos

Follow these five steps to simplify your life and prioritize your time. Everyone is only given 24 hours in a day – let’s help you find a way to use them effectively.

1) Grab a sheet of paper and a pen. Prepare for a brain dump. That’s right. Right down every single thing that comes to mind that you need to do yesterday, today, tomorrow, someday, etc.  All those pesky post-it notes need to get thrown away and added to this list too. De-clutter your desk to prevent sensory overload. Getting all this on paper prevents it from clogging up your brain and preoccupying yourself with it.

2) Categorize this list. Thanks to a “Getting Things Done” seminar, I learned a very easy way to sort this unmanageable list of to-dos. Categorize each time into smaller bit size counts. Here are some examples of what those categories could look like:

@office- things you have to be at the office to accomplish

@internet- things you can do in between meetings as long as you have an Internet connection

@home – yes, get this off your brain too. Things like give the dog a bath, unclog the shower drain can and should be on here too if they are taking up your mental capacity.

@ assistant- things to delegate to your assistant if you have one the next time you see him/her

@boss- what topics do you need to cover with your boss or maybe a certain employee next time you see them.

Waiting for – for example, Joe 11/18 Approval of expense report, I love this one because it’s a record of who I’ve asked for something and when I asked for it. Then I can periodically check this list to make sure folks have followed through on my requests

Christmas gifts- yes, I already have this one too, but if a good idea comes to me, I have to write it down or I lose it and am stuck on Dec. 23 rd trying to come up with an idea.

Come up with many more of your own to help you categorize your life! Then only focus on what’s needed.

3) Create a category for each day of the week. Only assign five things to each day. Too often we try to bite off more than we can humanly chew in one day. What five things absolutely must be done for you leave work today. Then honor that list.

4) Honor the System – Now that you have a system in place, fill this instead of using sticky notes or pieces of paper. Keep it up to date and filled so you only have one place that all of this lives and you know where everything you need to do is at.

5) Prioritize – Once you have this system, prioritize what’s important to you. For example, I’ll do first anything that revenue related that can make me money. Or maybe, it’s shutting the list off by a certain time to get home to family. Whatever your priorities, make sure you know them, set them and keep them. If you don’t set your own priorities, no one else will set them for you but everyone will expect to be one.

 

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