Category Archives: Business & Marketing

Are blogs the new resumes?

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The folks at Innovation Zen make a good case for this:

“Imagine you are a prospective employer, and you can compare two identical candidates. The first candidate has simply handed you a 2 page resume + 1 page cover letter. The second candidate has done the same, but they have also included a link to their blog. Now, further imagine that although the blog gives a more detailed picture, it does not change your opinion of the second candidate. Which candidate would you choose? My guess is that you would choose the blogger simply because they are a known quantity.”

I like the idea that we are our own “brand” and a blog is THE best tool for promoting same.

Like a bad marriage

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Kathy Sierra blogs about Creating Passionate Users and says too many companies are like bad marriages:

“It’s been said that the secret to a good marriage is… don’t change. In other words, be the person you were when you were merely dating. Don’t stop paying attention. Don’t stop being kind. Don’t gain 50 pounds. Don’t stop flirting. Stay passionate, stay sexy, stay caring. Answer their calls. Unfortunately, too many companies are all candle-lit dinners, fine wine, and “let’s talk about you” until the deal is sealed. Once they have you (i.e. you became a paying customer), you realize you got a bait-and-switch relationship.”

This is an excellent post with great illustrations (Perfect for that Powerpoint). If you own or manage a company (or department), this is a must-read.

Blogging makes you respectful and clear

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Seth Godin explains two of the biggest benefits of blogging:

“The act of writing a blog changes people, especially business people. The first thing it does is change posture. Once you realize that no one HAS to read your blog, that you can’t MAKE them read your blog, you approach writing with humility and view readers with gratitude. The second thing it does is force you to be clear. If you write something that’s confusing or in shorthand, you fail.

Respectful and clear. That’s a lot to get out of something that doesn’t take much time.”

I’ve been dealing with clients and customers for 35 years and there’s no question that the past five years of blogging has made me better at it.

Student Blogger Wanted

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How can you make money blogging? Learfielder Len found this job posting on the Journal of Sports Media blog:

“Career Sports & Entertainment, a sports marketing and PR agency in Atlanta, is looking for qualified journalism students for a program called “AT&T SEC Snapshot.” It will provide weekly coverage for SECsports.com, devoted to Olympic spring sports across the SEC. The student blogger/reporter would provide weekly articles/blogs on SECSports.com. The program is scheduled to launch in early March, so they would like to find a good candidate as soon as possible. If interested, please contact Melanie Jarrett, Career Sports & Entertainment, or 770-995-1300.”

We’ll see more of this. Good, experienced bloggers will be in demand. Can every MSM reporter blog? Some can. But years of traditional writing and reporting seems to rob some of the human voice that the best blogs have.

Adding interesting ads to mediocre products

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Couple of bullets from a podcast with Seth Godin, during which he talks about ad agencies;

“What ad agencies ought to do, in my opinion, is not focus on selling ads anymore. And instead, focus on getting in deeper within the clients, and help the clients make products that people want to talk about.”

“The problem is that ad agencies have defined themselves as the people who take the mediocre products and add interesting ads to them, and washed their hands and say, we can’t do anything about what the factory brings us. And my answer is, of course you can, and the clients actually want you to, you’re just not working hard enough to get that piece of business.”

[via Learfield InterAction]

Okay, how about some bonus spots?

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Betsy Lazar –Executive Director of Advertising and Media Operations at GM– gave a keynote at the rcent Radio Advertising Bureau conference in Dallas. According to INSIDE RADIO, she was pretty specific in her advice to broadcasters;

“…doing business the old way won’t cut it. Pitching schedules of :30s won’t do it. What GM wants is ideas that show involvement by the station. Things that come from mining the listener database and exploiting the station website in fresh ways.”

Ad Age reports that GM “slashed ad spending by more than $600 million last year, a drop so stunning it should convince even the staunchest doubters that the age of mass-media marketing is going the way of the horse and buggy.”

In that same issue of INSIDE RADIO: Bank of America analyst Jonathan Jacoby admits his survey of 34 industry pros last week in Dallas is not statistically significant. But he says 43% of them (14-15 people) said they’ve “used or plan to use Google/dMarcto sell airtime.”

dMarc founders leave Google

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Looks like Google’s plans to reinvent the way radio ads are bought has hit a rough spot. Online Media Daily reports Chad and Ryan Steelberg, the founders of dMark, an automated radio ad placement company purchased by Google in January 2006, have left the company.

The brothers resigned amid reports of growing tension between dMarc, the company they founded, and Google over differing approaches to radio ad sales. There was also said to be tension over the limited remuneration dMarc could expect under the performance-based terms of its original deal with Google.

I’m sorry. So sorry.

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Seth Godin points us to this list of how to (and how not to) make an apology. During my years doing affiliate relations, I had to apologize many times. Didn’t matter who screwed up, I was the network as far as the affiliate was concerned. I quickly learned that weasel words and mealy-mouthed language (“We’re sorry you feel that way.”) didn’t cut it. And a sincere, heart-felt “I’m sorry” was really all most of them wanted.

I’m sorry for the way things are in China — John Denver