Category Archives: Business & Marketing

More Seth Godin: “Build trust before you need it.”

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“The best time to look for a job next year is right now. The best time to plan for a sale in three years is right now. The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.” [Full post]

The only sales I’ve ever done was in the form of affiliate relations for our networks. Whenever a new GM took over at a radio station, I felt like the clock started ticking. My challenge was to meet, get to know and earn the trust of the new boss BEFORE I needed something from him/her. There’s just no shortcut to building trust.

Seth Godin: “Write like a blogger”

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I quote Seth Godin so often I gave him his own tag. And sometimes he writes/thinks something so dead-on that I have to quote the entire post. Every word is gold:

"You can improve your writing (your business writing, your ad writing, your thank you notes and your essays) if you start thinking like a blogger:

  1. Use headlines. I use them all the time now. Not just boring ones that announce your purpose (like the one on this post) but interesting or puzzling or engaging headlines. Headlines are perfect for engaging busy readers.
  2. Realize that people have choices. With 80 million other blogs to choose from, I know you could leave at any moment (see, there goes someone now). So that makes blog writing shorter and faster and more exciting.
  3. Drip, drip, drip. Bloggers don’t have to say everything at once. We can add a new idea every day, piling on a thesis over time.
  4. It’s okay if you leave. Bloggers aren’t afraid to include links or distractions in their writing, because we know you’ll come back if what we had to say was interesting.
  5. Interactivity is a great shortcut. Your readers care about someone’s opinion even more than yours… their own. So reading your email or your comments or your trackbacks (your choice) makes it easy to stay relevant.
  6. Gimmicks aren’t as useful as insight. If you’re going to blog successfully for months or years, sooner or later you need to actually say something. Same goes for your writing.
  7. Don’t be afraid of lists. People like lists.
  8. Show up. Not writing is not a useful way of expressing your ideas. Waiting for perfect is a lousy strategy.
  9. Say it. Don’t hide, don’t embellish.

What would happen if every single high school student had to have a blog? Or every employee in your company? Or every one of your customers?"

Fallout shelter radio ads

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I remember well the back-yard fallout shelter craze (mania?). The family that lived behind us had one. It was clearly large enough for just one family but it was considered uncool to talk about who would live and who would die. And we lived in the landing approach path to the Strategic Air Command base in Blytheville, AR. Generally considered a prime target for a Russki ICBM.

The nice folks at DinosaurGardens.com have posted some creative radio spots for Survive-All Fallout Shelters. (“Civil defense approved, FHA approved, no money down, five years to pay!”)

  1. Maximum Protection (General)
  2. Comparison
  3. Value
  4. Equipment
  5. DYS
  6. Maximum Protection (Steel and Concrete)
  7. DYS (short)
  8. Maximum Protection (Steel and Concrete) (short)
  9. Maximum Protection (General) (short)

Interview: Jason Rodgers, Fez-o-rama

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RogersWith one of his custom designed fezzes sitting comfortably on my head, I got Jason Rodgers on the Skype horn today to find out the story behind the fezmonger and Fez-o-rama.

Some are born to the fez, others are called. I believe Jason falls into the latter group. I was surprised –don’t ask me why– to learn that Jason is trained in fashion design and might have written a text book or two.

I asked him about celebrity clients, his favorite designs, The Cult of the Eye, his fictional partner, “Joe,” and ukuleles.

AUDIO: Interview with Jason Rogers 11 min MP3

Jason is the newest member of The Royal and Exalted Order of the Fez.

But wouldn’t that mean I’m too stupid to drive?

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Tonight’s mail included a "letter" addressed to Perry S. Mays (Nobody uses my full name). There was no return address. Inside was what appeared to be a newspaper clipping tagged with a yellow Post-It note which read: "Perry: Check this out! (signed) J"

Of course the newspaper "story" is bullshit, although there is nothing in the copy that would clue the clueless on this point.

I wish I could give the dealer –Reagan Hyundai in Jefferson City– the benefit of the doubt. They weren’t trying to snooker their way into unsuspecting homes… it was just a little joke. April Fools Day a week or so early. Gotcha!

Maybe.

But if this shit works, it means there’s some kind of creepy reverse Darwinism at work. In time, only the mentally impaired will be lured onto the lot.

Everything about this is designed to trick someone into reading about about your sale. To fool them. One would almost think the public doesn’t want to hear from you. But why would that be?

Authentic coffeehouse experience

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“Howard D. Schultz, the chief executive of Starbucks, announced sweeping changes on Wednesday for the company as it seeks to reconnect with customers who have left for competitors or pared back their coffee budget in hard economic times. The initiatives are intended to restore an authentic coffeehouse experience to the stores and, in turn, re-energize an ailing stock that has lost half its value in the last 15 months.” — NYT

I’ve never thought of Starbucks as “an authentic coffeehouse experience.” You can still find that in some cities. Madison, Wisconsin has some great coffee shops. And we have a nice one here in Jefferson City.

The Coffee Zone is my favorite hang-out. Taisir is the owner and he’s there every morning at 6:30 (that’s when he opens, I’m sure he’s there earlier).

He knows what his regulars drink and often has it for them by the time they step up to the counter. He’s got free wifi and plays an eclectic mix of music that beat’s Starbucks hands down.

When I come back from a trip I sometimes tease, “I got me some Starbucks while I was in (wherever).”  To which Taisir replies, “Tastes like Maxwell House, yes?”

NCAA Blogging Policy

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With the NCAA Basketball Championship upon us, the association has released its policy on blogging [Download PDF]:

“The following is the NCAA’s policy for the number of blog posts allowed during a men’s and women’s basketball championship competition or session (i.e., where more than one contest takes place under the same admission ticket): Five times per half, once at halftime and two times per overtime period.”

13 posts in a game that goes one OT. They’re clearly trying to prevent someone “live blogging” every bucket. And the policy is easily enforceable if you are a credentialed reporter. Violate the policy, lose your credentials. A very big deal. But if I’m sitting in the stands with my iPhone, posting to my Twitter page… how do you stop that? And why is that less of a threat to the NCAA?

If anyone comes across examples of the this, let me know.

DISCLOSURE: The company I work for, Learfield Communications, has the marketing rights for a bunch of teams playing in the NCAA championship series.

Sorry, I don’t have a resume

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I don’t have to look at resumes any more but when I did, I don’t recall ever seeing one –not one– that made me want to hire the person. I always thought they were pretty worthless. So does Seth Godin:

“I think if you’re remarkable, amazing or just plain spectacular, you probably shouldn’t have a resume at all.

Here’s why: A resume is an excuse to reject you. Once you send me your resume, I can say, “oh, they’re missing this or they’re missing that,” and boom, you’re out.

Having a resume begs for you to go into that big machine that looks for relevant keywords, and begs for you to get a job as a cog in a giant machine. Just more fodder for the corporate behemoth. That might be fine for average folks looking for an average job, but is that what you deserve?

If you don’t have a resume, what do you have?

How about three extraordinary letters of recommendation from people the employer knows or respects?
Or a sophisticated project they can see or touch?
Or a reputation that proceeds you?
Or a blog that is so compelling and insightful that they have no choice but to follow up?”

Sharpen your writing skills with “Stopwatch Challenge”

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Dan Rieck suggest we can sharpen our copywriting skills with what he calls the "Stopwatch Challenge." The exercise is basically writing a radio spot that can be spoken aloud in exactly 60 seconds.

Brings back fond memories of my radio days. For a dozen years, about half of my 10 hour days were spent on the air and the other half writing and producing radio commercials. Let’s see… we’ll call it 50 spots a week. 200 spots a  month. 2,400 spots a year. Let’s round it down to 28,000 commercials.

We had to knock ’em out fast and get ’em on the air. And the client always gave you more stuff that you could fit in 30 or 60 seconds. So part of the challenge was boiling it down.

Sixty seconds is about 16 lines. But you have to spell out numbers (one-eight-hundred-five-five-five-sixty-four-hundred).

I’ve never considered myself a great writer. But writing radio spots was pretty good training for blogging. Or maybe any kind of writing. Fewer words always better than more words.

I often send emails with nothing but "see subject line" in the body. I try to put it all in the subject line. Try it on your next email.

And, yes, I know this post is longer than sixty seconds.