Shouting Can’t Compete With Storytelling

Gee Ranasinha Advertising, Business, Communications 0 Comments

Another fantastic example of the “storytelling” style of Advertising 2.0 – aka “The Continued, Slow Death of Shouting To Get Attention” – this time from Chicago-based design/ad agency Coudal Partners. Click here if you can’t see the video below. This is how you sell stuff today. If you want to get your message out there and past the daily detritus of intrusive, interruptive messages that are fighting for your customers’ attention, your only hope is in standing out. Everyone else is shouting at your customers with “Buy Me!” messaging. You need to do something else if you want to be seen. Creativity: The New Business Currency Today, the currency required to get customer attention and mindshare is less about shouting about how great you are, and more about attributes such as creativity and storytelling. This really scares the C-Suite brigade, who’ve been brought-up putting together messages that shout to get attention. For many, the closest they get to storytelling is when they’re talking with shareholders. The “C” in “C-Suite” doesn’t often stand for “Creative”. Hey – in many organizations, it stands for something a lot ruder than “Chief”… Today’s value communication is not about getting celebrity endorsements, hiring the hippest …

shredded paper is gibberish

Customer Communication? Stop Talking Gibberish

Gee Ranasinha Advertising, Business, Communications, Customer Service, Marketing, Sales, Social Media 2 Comments

In case you weren’t aware, a communication revolution has been going on. To quote Clay Shirky, “A revolution doesn’t happen when a society adopts new tools. It happens when society adopts new behaviors…” And that’s exactly what’s happening. Consumer behavior has changed. The way that people buy things has evolved. Today, your customers already know who you are and what you do. What’s more, they know more about your competition than you do. Customers today are more demanding than ever before. They’re smarter than ever before. Because they have more knowledge – and therefore more POWER, than they have ever had. So why should they buy from you, as opposed to the company down the street, or the next town – or half way across the world? Word Of Mouse What’s key today is word of mouth – or, as I prefer to call it: WORD OF MOUSE. And it’s not just personal recommendations, but impersonal ones too. I don’t know about you, but today when I want to buy something – a computer, a washing machine, a car, whatever – I look on the internet for reviews. I am influenced as much by “official reviewers” as I am by …

importance of relevant content in business marketing

Content Isn’t Everything. It’s The Only Thing.

Gee Ranasinha Advertising, Business, Communications, Marketing, Social Media 2 Comments

For most businesses, where is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. whatever it is that you sell. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content that your audience will find interesting. So interesting that they’ll come back again, to consume even more of it. Today, before a customer buys your product or service, they “buy” into your company. They listen to your story, why you do what you do – why you sell, as much as what you sell. I’ll bet you that, just as with our company, one of the most clicked-on pages on your website is the “About Us” page. If your company’s brand persona resonates with your customers, then (all things being equal) they’ll be more likely to buy from you …

Roger McNamee Presentation

“Google & Microsoft Are History” Video

Gee Ranasinha Advertising, Communications, Marketing, Technology 0 Comments

I like to think that I’ve watched enough video presentations given by self-proclaimed tech gurus predicting the “Next Big Thing” to be able to smell the bovine excrement from 100 paces. It’s usually the same people that crop-up over and over again, prophesising that “..the way that we do (whatever) is dead!  This new thing that’s coming along is going to sweep everything else away in a blink of an eye!” You know the sort. However, I really can’t argue with the points made in this presentation that I recently found (click on this link if you can’t see it below) from Roger McNamee, MD and one of the founders of venture capital company Elevation Partners. McNamee’s been investing in tech companies for nearly 30 years, including names such as Facebook, Forbes and Yelp, so in my book here’s a guy who probably knows what he’s talking about in terms of the trends taking over the tech world. I urge you to watch the whole video – it’s 52 mins long (the above is only 10 minutes long as don’t allow for embedded content content longer than that). But if you can’t find the time, then here’s the essence …

keeping your social media fans happy

Keeping Your Fans Happy With New Content

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, PR, Social Media 0 Comments

So, you blog regularly. Maybe you tweet as well. Perhaps you have a company Facebook fan page too. Good for you. Well done. By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales. Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course. You’ve got followers, fans and evangelists and they like what you do. They’re on your side. But there’s a problem. Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways. They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff …

appointing the correct person

The Right Person For The Job

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, Presentations, Social Media, Website 0 Comments

A graphic designer is not a marketing person. A communications person is not a marketing person. A marketing person is a marketing person. Graphic design, marketing, and communications are three totally different disciplines. However, far too often the job descriptions are exchanged and intermixed. If you want your collateral presented in a way that’s appealing to your target audience, employ a graphic designer. If you want well-written prose, research, client liaison, perhaps some project management, then take on a communications person. If you’re looking for help articulating your organization’s strategy and business value; looking for the most appropriate ways to deliver your message, develop content strategies, brand differentiation, social media, advertising and/or PR campaigns… Well, you get the idea. Image courtesy of KEXINO


Keeping It Simple

Gee Ranasinha Advertising, Communications, Marketing 0 Comments

Why do so many organizations make their business value messaging so incomprehensible to the very audience that they’re trying to attract? Large or small, global or local, companies continue to fill their websites, presentations and other collateral with text that probably impresses their boss, or their peers, but fails to resonate with customers. All this MBA Newbie talk of “zero-sum-based processes”, “robust metrics” and “value-added infomediaries” may well make you think that your company is bigger and cooler than it actually is. However, the fact is that prospective customers mentally switch-off from such language faster than you can say “Business Prevention Officer.” Study after study shows that people prefer simplicity. Less really is more. Yet it seems that companies continue to try to outdo each other by seeing how many five-syllable words they can shoehorn into a seven-line sentence. Keep it short. Keep it sharp. Keep it Fisher Price simple. Don’t try to say too much, and whatever you do say should be communicated using your customer’s vocabulary – not your own. Image credit

Blending Into The Crowd

Blending Into The Crowd

Gee Ranasinha Advertising, Communications, Marketing, Technology, Website 0 Comments

“CHEAPEST FLIGHTS!” “THE LOWEST HOTEL ROOM RATES!” “WE COMPARE, SO YOU DON’T NEED TO.” Price comparison websites are all the rage. From airline flights, to car insurance, to getting the best on your savings, there’s sure to be a website that aggregates the prices of various products and services to allowing you to compare them. But is it a fair comparison? The problem with price comparison websites is that they reduce your business value offering to a commodity. Comparing your product purely on price and features ignores all the value differentiation that you’re trying to get across. Your marketing, positioning, branding and uniqueness is stripped away. Comparison websites aim to anonymize you, while you’re doing everything you can possibly do to stand out. Image Credit

The Last Advertising Agency On Earth

Gee Ranasinha Advertising, Business, Marketing, Website 2 Comments

A great point, well executed, about how the advertising business needs to evolve and change their methods to reflect the change in consumer habits. But the point that the video makes can be extrapolated to your industry, too. Are you ignoring the signs of change that are all around you, instead clinging-on to the things that you know?