Tuesday, September 25, 2018

The Communication of Change

 

Keys to Meaningful Change

The oil crises of the 1970s rocked many industry giants, including the transportation industry.

In 1981, British Airways was reeling from massive financial losses and a reputation for terrible service. Nearing meltdown, the airline brought on a new chairperson, Lord King, who quickly spotlighted three areas where the company was operating inefficiently: careless spending, disorganized staffing, and inadequate communication. King’s leadership quickly produced results. After only ten years, the company became the largest airline in the UK, reporting the highest profits in its industry ($284 million, to be exact!).

What was the key to this turnaround?

Large-scale organizational change. King made major structure changes, including a reduced workforce (from 59,000 to 39,000), elimination of unprofitable routes, modernization of the existing fleet, and marketing upgrades to revamp the airline’s image.

Did King make these massive changes by crossing his fingers and wishing for the best? Hardly. British Airlines combined accurate research with a clear strategy that informed their decisions and overcame resistance.

 

Discontentment: The Shadow Side of Success

One thing King had in his favor was discontentment, which was at an all-time high.

While many of us believe contentment is key to a happy life, sometimes pain (including frustration with “business as usual”), is a gateway to greater fulfillment. Experts find that a shadow side of successful people is this common personality trait: they struggle with perpetual discontentment.

Forbes columnist Brianna Weist says this:
“There is a difference between people who are content and people who are successful, and it is because the latter push themselves whereas the former tries to sustain the status quo. Without a certain measure of growth or expansion, the human mind gets bored, or tired. This will, eventually, lead to a tipping point at which the content person becomes discontent... and then change is made.”

 

Change as a Formula

Pain moves us: to make radical shifts, to take risks we wouldn’t otherwise consider, and to get the full potential out of life.

Dissatisfaction, combined with a skill set and action plan, can be the most essential agent for change. But far-reaching change can be tricky to maneuver, requiring precise timing and a thoughtful strategy.
Organizational change experts David Gleicher and Kathie Dannemiller coached change strategists with a model that looks something like this:
  • If change were a formula, it is this: "D * V * PF > R" (Dissatisfaction * Vision * Preferred Future > Resistance)
  • Dissatisfaction paired with a vision for a preferred future motivates people to overcome resistance to change.
  • To catalyze change, an idea or product must possess a clear path for a breakthrough while fanning the flame of frustration with the current state of being. If the product of those three factors is greater than the existing resistance, change will occur.

 

What This Means For Your Business

It means you can relax, even when people are unhappy!

Intentionally listen to your employees and customers and consider rising frustration as the first step to positive change. Use the change model to evaluate whether the time is right to communicate early steps towards meaningful shifts. Find healthy networks or professional development opportunities where you can reflect on industry trends, process leadership ideas, and analyze competitors to identify areas of opportunity.

Finally, cut yourself some slack if you feel irritated with your own areas of personal frustration. Great futures can come from great pain, so allow your dissatisfaction to chart a course toward exciting new destinations. You’ve got this!

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace



Tuesday, September 18, 2018

Four Savvy Strategies for Crafting Unforgettable Content (Part 3)



In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But no matter how glamorous the graphics, they simply cannot stand alone. (Even the Lone Ranger had Tonto, right?) Today, we’re looking at part three of this question: How do you write exceptional copy? Content that commands attention, arouses interest, or compels people to action? Last week, we discussed slogans and sensory appeal. Today we’ll consider one final, fun technique.

4. Jaw-Dropping Surprises

Remember the “no way!” stunner at the end of The Usual Suspects? Kevin Spacey shakes off his signature limp and strides to freedom as his police interrogator gradually realizes Spacey is a mastermind killer who lied brilliantly for hours. Or remember how your jaw dropped when Darth Vader revealed he was Luke’s father? While these movie plots were phenomenal, the surprise factor was what drove them home.

That same principle applies in writing. As Chip and Dan Heath discuss in their book “Made to Stick,” our brains filter out consistency to focus on differences. Marketing “surprises” may include splashy headlines, shocking graphics that bring your message to life, or a story that encapsulates a core message.

In 2009, copywriter James Chartrand of a prominent website design company “Men with Pens,” dropped a bombshell on the writing world with this plot twist:

“Why James Chartrand Wears Women’s Underpants.”

Chartrand went on to reveal that SHE was actually a (literal) woman, a woman who had previously struggled as a freelance writer and single mom. As she labored to gain credibility, she decided to experiment with a male pseudonym, and quickly found her blog in Micheal Stelzner’s list of the Top Ten Blogs for Writers. Chartrand’s biography post was brilliant, authentic, and fun. But the surprise factor (that “he” was really a “she”) was the kicker that kept people talking about the company for years.

While you may not be able to drop a bombshell in all your copy, you can upend reader expectations in three other ways:

First, break the norm whenever you can. Offer unconventional advice, provide simple techniques or little-known shortcuts, or use angles you would normally avoid (like blatant typos in upscale literary magazines like we mentioned in part one). In life, and especially in art, people crave the unexpected. Surprise people consistently and you will be rewarded!

Second, defy expectations. Writers can do this is with odd pairings or disrupted patterns. For example, serene words like spa, relax, and peace can be disrupted by words like devastate or scandalize. Avoid traditional clichés (knight in shining armor, white as snow) in favor of words that overhaul expectations. A spa ad could feature odd word combinations like scandalizing serenity, gluttonous, self-gratification, or services that are devastatingly delicious. Surprise them as you shatter clichés or use tonal dissonance that is abrasive to the ears.

Finally, build a logical flow and then intentionally disrupt it. Check out these “surprise factor” car advertisements that perfectly illustrate the point. A romance spoiled. A hero thwarted. Ridiculous ideas grab us as things are placed out of context (like dogs driving a car). As you watch these clips, consider what you thought was going to happen versus what actually happened. Pay attention to the emotion you experienced when the surprise was unveiled. Did you enjoy it? Of course you did! And you’ll remember it longer as a result.

Whether it’s a plot twist, shattered clichés, or unexpected humor, readers crave fresh content and they will thank you for providing it. Now go create some surprises of your own!

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Tuesday, September 11, 2018

Four Savvy Strategies for Crafting Unforgettable Content (Part 2)



Have you hit a slow spot in your print or online marketing? Need a boost to garner fresh vision? In this three-part series, we’ll examine hands-on tools to enliven imagination. Today, we’ll focus on part two of this question: How do you write content that commands attention or sticks with people for months to come? Last week, we discussed “matching the media and the message.” Today we’ll consider two more simple strategies.

2. Saturate the Senses

One way to arouse interest is appealing to the senses. Strive to write content that paints a strong scene in your reader’s mind. Make your message easy to pull from memory by tying it to a taste, sight, smell, sound, story, or a triggering word association.

KIT KAT chocolate bars nailed this in 2007, celebrating the simple delights of candy and coffee. Known for its “break me off a piece of the KIT KAT bar” slogan, the company paired an image of coffee, a KIT KAT, and these words: “A break’s best friend.” Ad copy extolled the joy of life’s small rewards, so blending coffee and KIT KATs was like “getting two breaks in one.”

KIT KAT radio ads were perfectly timed during the listener’s morning commute or lunch breaks, and the word association of coffee breaks and chocolate made mouths water. After twelve months, KIT KAT experienced a double-digit sales growth and received national recognition for years to come.

McDonald's awakened appetites through a short message paired with romantic, artful visuals. During summer months when nightlife blossoms, the company wanted to remind customers that late night is a great time for a snack, and McDonald’s was now open past midnight. Ads featured blurred, out-of-focus points of light, glowing together to depict a Big Mac, sundae, and crispy fries. Like a dreamy Eiffel Tower scene, the images reinforced two simple words: “Open Late.”

As you look to saturate their senses with your own hard-hitting content, here are some tips to consider:
  • Use words that show, don’t tell. Be as vivid and descriptive as possible, allowing them to vicariously experience your product or its benefits, rather than just “hearing” about these advantages.
  • Paint a picture. Use adjectives that include savory details of sights, smells, and sounds to draw them in.
  • Give specific, concrete advice. Move from vague concepts to helpful takeaways.
  • Wrap any message you can in an upbeat, moving, or suspenseful story.
  •  

3. Coin a Contagious Catchphrase

“Just do it.”
“Breakfast of champions.”
“Melts in your mouth, not in your hands.”
“Finger-lickin' good.”

Like that jingle that rattles around your brain for months, a sticky slogan is a powerful way to influence customers. Why do great slogans matter? Because taglines are memorable, they differentiate the brand, and they stay relevant over a long period of time. Slogans offer a concise phrase or idea people will immediately associate with your product.

As you shape your own contagious catchphrase, consider questions like this:
  • What is your product about?
  • Can you encapsulate your message into a memorable phrase or title?
  • What unique perspective or technique does your brand offer?
  • What need or concern can you address? What real-life problem can your product solve?
  • Is there a “Eureka” factor you can highlight? What hard-hitting verbs, colorful adjectives, or real-life situations best capture these “Aha!” insights?
Once you’ve settled on a memorable phrase, feature it prominently, consistently, and with fantastic visuals to bring it to life!

Looking for more motivation to keep your copy fresh? Join us again soon as we discuss tips and tricks for producing content that counts.

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Tuesday, September 4, 2018

4 Savvy Strategies for Crafting Unforgettable Content (Part 1)


In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But where would vibrant graphics or sensational social media campaigns be without dynamic copy? Nowhere! Like Batman without Robin, like brawn with no brains, hard copy is fundamental to your success.

So, how do you write content that commands attention? How do you write copy that moves a reader and compels them to action? In this three-part series, you'll discover four practical strategies for writing fun, dynamic, and memorable content.

1. Matching the Media and the Message

L.L. Bean is an outdoor clothing and recreational equipment retailer with this brand message: the outside is in everything we make. L.L. Bean believes the more time spent outside together the better, and they design products to enhance that experience. In one of 2017’s most intriguing print campaigns, L.L. Bean brought its “Outsider” concept to life with a print ad that could only be read outdoors. The copy, if read indoors, appeared almost blank except for these words sprinkled across the page: “Just bring this outside.”

Readers who complied saw the full text emerge (thanks to photochromic ink, which changes color after exposure to sunlight) to reveal a full ad looking something like this:

"Welcome to the outside
Where there are no strangers
Where days have names like beach, snow, and bluebird
Where the smell of the campfire means you’re in the right place
You don’t need a passport to come here, an invitation to play here, or a membership to belong here
Just step outside your door and you’ve arrived . . .
It doesn’t matter where you come from
Only that you come here often
Wherever you are, join us
Because on the inside, we’re all outsiders
And if it’s outside, we’re in."

The text concluded with an L.L. Bean logo emblazoned across the bottom, and the “Outside” brand experience was one a reader could never forget!

Another memorable media and message combo was produced by Kentucky for Kentucky, the organization that unofficially promotes the state of Kentucky. This group placed a hilarious full-page ad in Oxford American with a brazen typo at the top:

“We speak you’re language.”

The accompanying copy explained: “We know. It’s ‘your’ not ‘you’re.’ We just figured that a typo would be the best way for our ad to stand out in a fine publication like Oxford American magazine. But nice catch anyway, William Faulkner.”

Oxford American, a quarterly literary magazine dedicated to featuring the best of Southern writing, was an iconic medium for this downhome message. Kentucky for Kentucky’s brand identity (irreverence and a commitment to upending traditional Kentucky stereotypes) preached volumes through this boorish grammar breach, drawing attention like a straight-up ad never would. Kentucky for Kentucky partner Whit Hiler was pleased with the result: “I think typos can be a good thing . . . It’s so perfect for that particular magazine.”

Looking for more inspiration to up your creativity quotient? Join us again soon for examples, tricks, and tips to kick your content into high gear.

 To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace