Don’t Waste Visitors’ Time with Unrefined Web Copy

If you’re lucky, someone who visits your website has at least a vague interest in your company. Don’t take that interest for granted by overwhelming them with words.

Of course, you probably have plenty to say. B to B companies’ complex products and services often need explanation. But website visitors typically are seeking clear, specific information—answers they can find quickly and easily. A disorganized “information dump” won’t do. And yet, at many B to B corporate sites, that’s exactly what visitors get.

I’m not advocating a slash-and-burn approach to copy. But we do counsel our clients to leave as many of the technical details as possible to in-person meetings, where the vast majority of sales still get closed. As this recent ClickZ post points out, online copy should be relevant, credible and short.

In other words, show your website visitors everything they need to know—nothing more and nothing less. Click here to see an example of a new website we developed driven by that philosophy, for Poblocki Sign Company.

A clear, concise and compelling website requires difficult choices about content, strategic thinking about how to organize information and repeated refinement of copy until all that’s left is the brand and key details in an easy-to-scan format. Also, don’t forget to tell people to continue the conversation on the phone or in person.

All that takes time, but it’s time you’ll save your website visitors. They’ll find the initial information they want to know quickly … and they'll be more likely to pick up the phone to learn more.

Transparency: If China Can Do It…

What can captains of capitalism learn from Maoist communists? Transparency is not impossible, and, in fact, it may have strategic value in advancing an agenda. As part of China being awarded the 2008 Olympics, reported National Public Radio, the communist government was required to lift bans on foreign journalists covering activity within the country. Academics speculate this is a strong signal China will loosen media regulations beyond the Olympics, creating a more open society.

Granted, media reforms are scheduled to end after the Olympics, and old habits of strong-arm tacticians are dying hard as media attempt to access more information. But if the communists see strategic value in opening a notoriously repressive society to media scrutiny—even for a short time—might there be value in private companies doing the same to advance their agendas?

A New Study Shows Many Are Beginning to Embrace Emerging Media Opportunities. Are You?

“Never before in history has innovation offered the promise of so much to so many in so short a time.” - Bill Gates

Although Mr. Microsoft’s words referred to today’s pace of technological innovation in general, they’re especially relevant in the specific context of new media opportunities. No other period in history has seen the emergence of as many distinctly new media options as the one we find ourselves in today.

But most major advertisers have been reluctant to leave the comfortable embrace of traditional media (TV, radio, newspaper, magazines, etc.). Sure… they’ve talked about and dabbled in new media, but their budgets have remained firmly entrenched in the old stand-bys. However, recent survey data shows that the major players may finally be ready to “put their money where their mouths are.”

According to the 2007 Media Investment Survey conducted by the American Advertising Federation (AAF)—on whose national board I serve—nearly three-quarters of respondents are reserving up to 20% of their media investment budgets for experimentation in the new media ecosystem. In fact, 52% say… “I am more likely to anticipate, prepare for, and get out in front of changes in the media landscape.”

Many recent developments in new media were long-anticipated (TV programs on the internet, text messaging, social media). However, the pace of innovation is such that there several also caught the industry by surprise, including:

• The rush to Second Life-type virtual community space
• The rise of YouTube
• The popularity of mash-ups or Web applications that have more than one source

"Without change there is no innovation, creativity, or incentive for improvement."
- William Pollard

All these new options are a boon for the creative output of the advertising industry. In fact, a full 87.4% of respondents believe that media innovations inspire creativity, and they’re willing to invest their budgets to harness that creativity.

When asked about approaches to media planning in the coming year, respondents ranked “I am always open to new ways to use traditional media” highest (at 78 percent), followed by “the right media mix almost always includes a balance of traditional and nontraditional media” (at 75.5 percent), and “the search for new media properties to grow my brand never stops” (at 57.7 percent).

The AAF survey makes it abundantly clear that there will never again be “business as usual” regarding media options available to the advertising and marketing industry. The pace of change is such that those that are not in a constant state of experimentation and will fast find themselves at a severe competitive disadvantage.

The AAF Media Investment Survey 2007 included nearly 1,000 advertising industry leaders, spread across agency (38 percent), media (26.9 percent), advertiser/client (13.6 percent) and other (21.4 percent, composed mostly of suppliers and academics) sectors, with the majority being at the director (19 percent), owner (18 percent) or manager (17.6 percent) level. Nearly 31 percent of participants are part of a team that makes the final media investment decision for their company. A full summary of the survey results can be found here (PowerPoint document, 891k).

***

The Small Business Times' BizBlog posted this entry on their daily blog. Check it out!

The Greatest Stories Never Told

North American manufacturing is a lost cause, right?

At least that’s what I was expecting to find during a major research project we conducted for a client recently on the state of the industry. But it turns out that the dark and dreary picture painted in most media isn’t all that accurate. There are, in fact, many North American manufacturers who are doing well.

They’re employing the latest in equipment and technologies and using Lean manufacturing to control costs. They’re diversifying with new offers such as product design and project management for overseas sourcing. At the same time, they’re developing market niches ranging from product specialization (miniaturization, high tolerance) to market specialization (medical, packaging). These differentiating moves exponentially increase their value to customers.

So why aren’t we all aware of this good news? Because most manufacturers—even those who are enjoying success—aren’t telling their story. There’s some truth to the old adage, “If you don’t tell your story, no one else will.” Perhaps more accurate is, “If you don’t tell your story, no one else will tell it the way you want it told.”

If you’re a manufacturer, what’s the story being told about you? Have you identified your value proposition? And are you communicating it? Brand-based marketing communications can help you tell the story of what your business does better than the rest. Time after time, you have to tell it to employees. To customers and prospects. To the media. Don’t miss the opportunity to exploit your value proposition … and to dispel the myth that North American manufacturing is on its way out.

1 Million Ways to Succeed

I recently took the opportunity at the Wisconsin Business & Technology Expo (sponsored by the Small Business Times) to hear Matthew May, senior advisor to the University of Toyota, offer insights from his new book, The Elegant Solution: Toyota’s Formula for Mastering Innovation.

As Toyota surpasses GM as the #1 U.S. automaker, we should all take note that Toyota implements one million new ideas a year. I’ll repeat: 1,000,000 new ideas! That’s an average of about 2,740 innovations every day!

There are a couple of key factors behind this astonishing success that are worth repeating:

• Toyota’s people – every day, everywhere, throughout the organization – are looking for problems they can solve. Management doesn’t block them, but actively encourages these efforts. By recognizing that perfection is a pursuit and not a goal, they accept the fact that small failures (or skinning your knees as we call it at SH) are a natural part of the process.

• Innovation The Toyota Way focuses on smaller, easy-to-implement ideas that, believe it or not, “respect the box.” In fact, “swinging for the fences” is something Toyota avoids like the plague. They reason that they can’t afford high strikeout rates in today’s highly competitive market. They also know that working within the system is important until it’s time for a new box. There’s a rhythm to change and innovation that has to fit.

May challenges business leaders to understand that innovation is not as much about new technologies as it is about opportunity and impact. We not only should expect good ideas to come from anywhere in our organization, we should also demand and reward it. In doing so, we’ll unleash the full potential of our organizations. In not doing so, we can expect the Toyotas of this world to pass us by.

3 Media Myths We Need To Get Over

Recently, I attended a webinar that set out to bust the media myths we’ve all come to believe. Ketchum and the USC Annenberg Strategic PR Center presented survey results from a media study including 500 communications and marketing industry professionals and 1,490 adult Americans in seven major cities.

I’d like to share a few lessons from this seminar with anyone looking to get their message out in the B-to-B landscape.

Myth #1 – Traditional media is dead. After all, I’m speaking to you through a blog, right? The dominating Baby Boomer demographic still relies heavily on traditional media. Even 18-34-year-old consumers have one foot in new media and one in traditional, meaning your marketing communications plan must include a media mix for the most impact and best results.

Myth #2 – All you need is a good web site. If you build it, they will come. That may work in baseball fantasy movies, but not in corporate communications. It’s important to keep corporate sites up to date, but the amount customers rely on your site has more to do with the information they are seeking.

According to the research, a company web site ranks very high when searching for reputation/recommendation information or stock information. However, it’s ranked low among other forms of media for corporate announcements or crisis response.

Myth #3 – Fiscal calendar timing is important. Too many companies coordinate communications around their schedules, such as the end of a quarter or fiscal year. But customers want information when they want it.

Remember to speak when your customers are listening, not just when you have something to say. Placing customer needs first will help you communicate with them when they’re open to hearing you … whether it’s a holiday season, industry event or a political debate.

Jargon be gone!

Today begins my battle against banal business-speak.

Hi, I’m Tom. I’m the new kid on the blog. It’s good to join the discussion as your copy-focused contributor. I’m looking forward to exploring what makes effective writing.

You’re meeting me while I’m in an unusually positive frame of mind, partly because it’s good to be a copywriter in general right now. Nevertheless, I’ll start things off with a bit of constructive criticism, in the form of listing a few business marketing clichés I never want to see or hear again. What’s wrong with these hackneyed bits? Their overuse bores readers. They add no meaning, only extra words. And they annoy me. So please, don’t test your audiences’ patience. Avoid:

• Moving forward: That’s what I’m doing past any sentence with this phrase.

• At the end of the day: The sun goes down. Get a new metaphor.

• Think outside the box: You knew this had lost its impact when the Taco Bell folks tweaked it for their tagline.

• Built from the ground up: Please tell me in which other order you would build it.

With all the information competing for attention these days, it’s hard enough to differentiate a company, even without getting bogged down in these same-old phrases. That’s why I’m keeping a running list of clichés to stay away from. This list to be continued …