hiring the right marketing resource

The Right Person For The Job

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

We often get inquiries from business owners or marketing people looking for help with a very specific issue. Perhaps they’re looking for someone to set-up and manage their PPC campaigns. Maybe they need a brochure redesigned, the writing and distribution of a press release, or help with their social media efforts. But let’s back up a touch. Each one of the above a very separate disciplines. Broadly-speaking, someone who’s an expert in pay-per-click advertising isn’t going to be able to design a brochure. At least, they won’t be able to do it as well as a someone who specializes in design. This is where things get a little foggy. All of the above job titles could come under the umbrella of ‘marketing’, but they don’t have to. All advertising, for example, is marketing. However all marketing isn’t advertising. Advertising, design, PR, and marketing are very different disciplines. However, far too often the job descriptions are exchanged and intermixed. Someone who’s great at web design, may not be so hot on allied competences such as SEO, CRO, or copywriting. Yes, they can design a kick-ass website for you. But when it comes to how well the site is seen on search …

Swiss_Army_Knife

Don’t Blame The Tools

Gee Ranasinha Communications, Presentations

Spend time searching online for how to create better corporate or product presentations, and very quickly you’ll learn that slide presentation software, particularly  Microsoft PowerPoint, seems to be reviled around the world. Why? Because we’ve all be subjected to those ‘death by bullet-point’ presentations where the speaker packs in too much information – both in terms of each individual slide as well as in the entire presentation. Where the speaker seems to be in a supporting role to the presentation, rather than the other way around. But is that PowerPoint’s fault? The reason why many business presentations are so painful to sit through is that they are not thought-out. Presentations are slapped together the day before they are needed, from content mined from various disparate sources. Images or illustrations are repurposed from other media, with the inevitable result that they are inappropriate from a communicative point-of-view. Clip art, or its 21st Century Bastard Son in the form of stock photography, is used to break up the monotony of too much text – rather than for better communicating the value message. Finally, the speaker has not had the time (or the forethought) to rehearse the presentation. They end up trying to …

value of creativity

What Value Do You Put On Creativity?

Gee Ranasinha Presentations

Most people think of creativity as being something to do with art, literature or music. But without creativity, business today wouldn’t exist. You can call it innovation, ingenuity, talent or even vision. Regardless, one of the most prized traits in business is an individual’s creativity. Think of any successful business entrepreneur and you’d be hard pushed to find one without personal characteristics that, collectively, would be interpreted as creativity. Creativity means coming up with a new idea, or a new approach to an old idea. It’s having the guts to “think different.” Many individuals that we associate with being creative were not seen as such: Einstein was four years old before he could speak and seven before he could read. Walt Disney was fired from his job at a newspaper because he had “no good ideas.” Louis Pasteur was rated ‘mediocre’ in chemistry when he attended the Royal College. Bill Gates dropped out of Harvard, Steve Jobs dropped out of Reed, Michael Dell dropped out of University of Texas, and Larry Ellison dropped out of University of Chicago. So if creativity is held in such high regard today, then why do the world’s education systems place such low importance on …