What’s the magic word?

We’ve seen how business strap lines can become part of mainstream culture.

How about words?

Hoover, Xerox and Google all went from brand names to generic English terms.

Can we give our brands a similar boost?

Word Up

In almost every book he writes, Seth Godin either invents or takes control of another term, from permission marketing to purple cow to linchpin.

These terms have helped cement his place as a global thought leader.

Should we, as businesspeople, do likewise?

Liferal

I’ve been trying to get liferal in the dictionary for years.

It wasn’t doing much, until it featured on national radio this month.

The ABC kindly agreed to add an Empire link and suddenly I’m getting more traffic from here than anywhere else.

Having the nation’s broadcaster pointing at my site should boost its search engine ranking.

Will this translate into business? Probably not immediately or directly.

But it should add to my long term momentum.

Swagger

Our Mike Boyle is also on a word quest.

As a sales specialist, he’s been trying to find (or create) the perfect word to encapsulate the quality of a great salesperson.

Here’s what Mike says about his term, swagger:

Sales people aren’t born; they’re trained. High performance sales comes from developing through four stages:

1. Build a sales PROCESS.
2. Conduct ACTIVITY around that process.
3. From your wins and good losses build SWAGGER.
4. Through refinement create sales EFFECTIVENESS and efficiency.

Of these, swagger is the key enabler of rock-star sales people.

We’ve racked our brains to find a different word, because swagger doesn’t quite cut it.

Poor sales people are arrogant and pushy. Great sales people have a certain rare vibe/force/thing about them that makes them stand out. A calm urgency, coolness with persuasion, confidence with empathy and directness with rapport.

These behaviours, seemingly at odds, perfectly describe swagger. The trouble is, swagger can also mean pompous.

So I’ve also toyed with sales essence, but it’s still not right.

If your readers have a better word, I’d love to hear it!

Say the Word

The best I can come up with is elan (energy, style and enthusiasm).

Mike doesn’t think this beats swagger. He’s still searching.

If he succeeds, the world will know him as the bloke who invented the magic word.

Can you suggest a better term than swagger, sales essence or elan?

Failing that, do you have a special word you’d like to promote?

If not, what’s your favourite made-up (or appropriated) word and who owns it?

What good has it done them?

This forum is open,

sesame!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Do you have a slogan that sticks?

The ripping response to our elevator pitch debate got me thinking of an even shorter (yet possibly more important) business branding element.

The strap line.

Also called the tag, tag line, end line, slogan and motto, this is a short, memorable phrase designed to connect consumers with a product, campaign or organisation. (Once again, Wikipedia nails it.)

For such a tiny device, tags can pack a BIG punch.

So let’s check ‘em out.

Word Association

Do you recognise these tags?

Products

• Avagoodweekend.
• Puts a rose in every cheek.
• Get one or get lost.

Organisations

• We try harder.
• Think different.
• For all creatures great and small.

Campaigns

• Got milk?
• Life, be in it.
• Yes we can.

See what I mean?

Needful Things

Coca Cola is odd in that they change their tag like there’s no tomorrow. I was stunned to see the extent of it.

To me, this extreme variability suggests they have zero to say (nyuk nyuk), but put an awful lot into saying it. However, it doesn’t appear to have done their megabrand status any harm.

Then you have what’s arguably the mother of all tags:

• Just do it.

I don’t use the products, but I like the simplicity, stability and stress of this statement.

Chickening Out

This month, KFC (formerly Kentucky Fried Chicken) replaced their 50-year-old Finger-lickin’ good tag with:

• So good.

Again, I don’t eat the stuff, so this change doesn’t affect me.

Do you think it’s good or bad for the brand?

My Tag

My early Feisty Empire tags were lame*:

• Anything with words.

Too vague. No implied or intrinsic benefit.

• Clear, concise, correct communications.

Death by alliteration!

Luckily, brilliant Adam invented my current tag when designing my logo:

• Fighting words.

I love it – as do many clients: a rare confluence!

Not only is it short and nice to say, it has two meanings:

1. I give clients powerful words with which to win market share.
2. I fight bad words (e.g. long, wrong, tired words).

Question Time

If you have a tag:

1. What is it?
2. What does it mean?
3. How did you get it?

If you don’t have one:

1. Why not?
2. Do you want one?
3. Would you like everyone in this forum to brainstorm suggestions?

Tag:

you’re it!

* Though rather better than Coke’s 1966 effort!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                  Not with those shoes!

As we’ve gathered a galaxy of brilliant brains to this blog, there’s something I wish to ask.

Something that’s been bugging me for decades:

Does exclusive actually mean anything in business?

I’m not sure it does.

A Lot of it about

Google yields 0.9 billion results for exclusive. That’s thrice more than for bread.

It’s obvious exclusive is widely used in commerce. There are firms who deal in exclusive:

• Backpacking.
• Photography.
• Hardware.
• Swimming pools.
• Catering.
• Wrought iron.

I can’t fathom who these firms are excluding, unless it’s prospects who are old, ugly, unco, poor, fat or frail. (That’s me gone!)

In these fragile times, it’s hard to imagine vendors knocking back anyone with a great wad of cash in their hand.

Am I being too literal again?

Raw Deal

The same reasoning applies to exclusive deals. I’ve never seen a deal that excluded anyone who had the loot to pay for it.

One furniture chain advertises their wares as ‘exclusive, not expensive’.

I’ve since found the same claim for products as diverse as paint, flowers, kitchens and real estate.

What the hell does it all mean?

Limited Patience

A further ploy is the use of ‘limited edition’ on everything from cars to laptops to numbered, collectable (adorable!) hand-painted newborn porcelain dolls with (gorgeous!) lifelike eyelashes.

I understand that creating an illusion of scarcity is a tactic to drive up price.

But does anyone really believe there aren’t 50 spare container loads out the back for every limited-edition product on offer?

Setting Limits

In my business, I exclude clients who lie, play mind games, set impossible deadlines, devalue my work or fail to pay.

But I exclude them after they actually do these things, not before they’ve even picked up the phone.

These days, the original exclusive brands like Louis Vuitton (1854) and Swarovski (1895) are anything but. (Especially in Japan, where they’re crazy for the stuff.)

These and other formerly exclusive names have become so endemic, they’re now called luxury brands. That doesn’t stop the hordes forking out top dollar for them.

Come in, Spinner!

So, exclusive; is it a:

• Hollow echo of the past?
• Throwaway term tacked on to evoke caché?
• Fair dinkum statement of business practice?

Do you exclude customers from your company?

If so, is the exclusion explicit or situational?

Can you name one brand or product for which exclusivity is a legitimate commercial device?

Space is limited (as is time).

So don’t miss out …

Comment now to avoid disappointment!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                The writing’s on the wall.

When it comes to good English, there are two schools:

1. It’s a load of useless nit picking.
2. It’s utterly vital.

When it comes to good English in business, I have one thought:

• Get it right, or else.

It’s not just me who thinks this. Check these quotes:

I’m not going to apply for a company that can’t spell.

Job applicant. From the guide: Optimising Your Job Ad Writing on SEEK.

If a mistake isn’t mine, but my name is on it, I have the offender shot.

Winston Marsh. Business consultant and conference speaker.

Well spotted. / Great catch! / Thanks so much for picking that up.

Three of the world’s most powerful bloggers, whose errors I’ve flagged.

So where do you stand?

All Sorts

I ask because many people don’t think good English is necessary in commerce.

In recent years, I’ve heard a disturbing number of business owners articulate a common theme:

Errors make me look human. I leave (or even put!) them in so I don’t alienate my readers.

I find this philosophy gobsmacking, and not just because I’m a copywriter.

When I was a human resources manager, poorly spelt resumes went straight in the bin.

Not due to some elitist ethic. But because poor attention to communication (just like dirty shoes and blood-test cannabinoids) reliably indicated disorganised thinking and slack attitudes.

Voice in the Wilderness

When I switched from HR to copywriting:

• The ‘Three Rs’ were a faded memory of our education system.
• Software spell checkers had (apparently) removed the need for brains.
• TXT communic8ions introducd a brutl shrt& dat mNE usrs cldn’t differenti8 frm nrmL Eng.

I envisioned a golden age in which I, the modern scribe, would make a fortune perfecting communications for those who’d lost the power.

Unfortunately, plummeting literacy meant those writing bodgy comms were unaware of their errors.

Like most of their readers.

I had to scramble to the high end of the market, or lose my mind (and shirt).

It Only Takes One

I concede that in many day-to-day interactions, you can get away with poor English.

But if you run a business, there will come a day you need to:

• Write a watertight contract.
• Attract a brilliant team member.
• Secure a fat grant.
• Win a pivotal tender.
• Impress a lucrative prospect.
• Outperform an arch competitor.
• Issue a public statement.
• Avert a court case.

And though there may be just one nit-picker per hundred thousand citizens, you can bet your bottom post-GFC dollar that person will be a critical link in your food chain.

Therefore my questions to you are:

1. Why risk botching your messages with unforced errors in a fragile economy?
2. Do you really prefer dealing with those who can’t tell write from wrong?

I wrmly w31com UR vwz.

Kthxbye!

(LOL, ROFL, LMFAO, Hahahahahahahaha etc.)

Paul Hassing, Founder & Senior Writer, The Feisty Empire

   

                                        Have your muesli and eat it too!

Our Flip Shelton just had a HUGE win with her new all-Australian breakfast range.

And all we had to do was ask.

This good news story proves it’s possible to change a system from without.

Which is very good news for you.

Made to Measure

Flip said to me:

I’d love your thoughts on these options for the Australian Made logo on my labels, website and promotional materials:

I don’t like redundancies or ALL CAPITAL letters, so I said:

Hi, Flip! Can you not have:

Australian grown
made & owned

Flip said:

Might be meddling with an institution but I’ll request it!

…

A week later, she said:

Thought you’d be thrilled to know that Made in Australia has approved my request to use:

The even better news is that we’re the only ones in Australia using this because no one else has ever asked!

Yay us for being individually fabulous!

Wonderful Win

I was indeed thrilled to bits at Flip’s news.

Not just because I think she and her products are fair dinkum and deserving.

But also because she was prepared to challenge the status quo despite her misgivings.

My favourite sayings include:

• Shy bairns get nowt.
• Fortune favours the brave.
• You don’t ask, you don’t get.

I believe this tale proves them true.

Your Turn

So, what fabulously unexpected thing can you do to change your game?

There’s an awful lot of fear and inertia around these days.

It’s the perfect time to dazzle everyone with your brilliance.

Sock it to us.

We’ll be eating out of your hand!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Today the Small Business Owner blog is pleased to welcome Leah Klugt from Inkblot Design Studio, who shares some great insights into knowing your target market.  Welcome Leah!  Naomi

You’ve heard the saying “know your target market” a thousand times – heck if you’re brave enough to Google it you will get about 49,400,000 results!

With the bombardment of articles about the subject, we’ve somehow missed the GLORIOUS reality for us as business owners if we get the concept right.

Have you really, REALLY taken the time to look in-depth at your ideal client or customer? If you cannot immediately tell me 4 things about your ideal client – you need to keep reading. If you can, read on regardless, you may find out a thing or two.

If you could pick and choose your clients, who would you choose?

Keep these people in mind and consider the following;

1. Your ideal client

The more knowledge you have of your target market, the more accurate your campaigns can be.

What do they wear? Where do they shop? How old are they, are they male or female? How many children do they have? Is it the soccer mum or the truckie dad? Which brand of car do they drive? What do they do for entertainment? Where do they go on holidays? Where do they get their hair done?

2. How can you know more about them?

How can you research them, study their habits? How can you find out answers to the above questions?

3. Creating REAL relationships

Jump on LinkedIn and Twitter. Start making relationships.

Meet them for a casual lunch or coffee. Don’t just send out a bunch of DL Flyers or cards and hope to get a response! Be proactive and relational in your approach.

I’m not talking about the Amway kind of relationships either. Don’t SELL! If you don’t have a genuine interest in people (other than to sell to them), don’t bother – customers/clients can spot someone who isn’t genuine from a mile away!

4. From friends to friendlier…

It’s not what you know, it’s who you know! Learn who’s in contact with who and don’t be scared start a conversation – it’s the best thing you will ever push yourself to do.

Find things that you have in common with your target market. This will help you in your initial conversations. Be yourself!

Sell, sell, sell?

Customers have had enough of age-old “selling techniques”. They don’t want to feel manipulated or used. They want to feel loved, appreciated and cared for.

I don’t know about you, but the minute I feel like I’m being sold to I close up like a clam. Don’t try to sell/promote to someone before you even have a slight relationship with them!

Never ceases to amaze me that real estate agents haven’t changed their style of communication and sales ‘pitches’ over the years. The minute one opens that aren’t pushy and don’t want to sell you something you don’t want to buy -  I will be their #1 client!

Relationship, relationship, relationship

Take the focus of yourself, and put it on others. Good old SELFLESSNESS is actually beneficial.

To truly know your target market means not to waste another cent on pointless advertising – and that sounds good to me!

Leah Klugt, Inkblot Design Studio

                                Radio ads are cheaper than you may think.

Radio ads are so cheap and effective, I’m amazed clients don’t use them more often.

They’re particularly useful when your audience is remote, passive or oblivious to your existence.

Radio is great fun to do. And because people choose to listen, it really gets them where they live.

Here are my radio learnings, in case you’d like to have a go.

Types of Radio Ad

There are two main types of radio ad: ‘straight read’ and ‘theatre of the mind’.

The former is cheaper (and more common, in my experience).

The latter uses music, sound effects and characters to create a story. This naturally leaves less time to convey information.

Straight Read

In a straight read, you usually have 30 seconds.

This is enough to speak about 90 words without rushing. I always avoid the frenzied garble you hear at the end of political announcements.

You need to time yourself reading your ad several times to ensure it’s viable. This also flags phrases that are difficult to speak.

Since all you have is a single voice, you must make the cadence good – even lyrical. The words need to be clear and engaging, as well as informative.

This is difficult if you want your ad to convey a lot of information, so you need to weigh every word to ensure it deserves its place in the script.

You also need to examine each word to see if a shorter synonym can replace it.

Rather than give long lists of products, locations, opening times etc, I recommend you opt for a single point of inquiry (e.g. a website) from which listeners can obtain detailed information.

It’s tricky when key details (like phone numbers or awkward web addresses) need to be repeated to give people time to write them down. These can account for 15% of the total time.

When branding is important, the rule of thumb is to name your product or business three times in the ad to ensure it sticks in the mind.

You’ll need to decide whether your target audience requires any special treatment (e.g. age, ethnicity). If in doubt, write your ad so every listener aged six and over can understand you.

You can suggest a voice (e.g. middle-aged ‘blokey’ Australian – like Bill Hunter) but most straight reads are cheaply produced at the radio station with in-house talent.

Theatre of the Mind

Theatre of the mind radio ads are wonderful to invent, but much harder to pull off. You need confident talent, a good studio, an accomplished technician and a BIG sound effects library.

Some radio stations have highly experienced teams. I’ve seen them banging ads out like sausages, with nary a second take.

If using one of these, however, have a listen to their previous work first. There are a couple of cheesy producers and intensely irritating voices out there that make even the finest products sound like nappy wash.

Another thing to avoid is ‘home grown’ talent. If you or loved ones fancy a stint in the limelight, don’t do it. Even acting students freeze when the red globe goes on, as I’ve learned to my cost.

Samples

Here are some straight read radio ads (with my analyses). Click the link and arrows to play:

• Government House Open Day. OK effort, with appropriate voice and music.
• New Cardiac Units.  A simple, serious read, as you’d expect for this topic.
• Riverslide Skate Park.  One of my faves. Great voice, music and SFX. Tight production.
• Indigenous Sport Development. Clear and simple, with an appropriate voice.
• Driver Recruitment.  Serviceable treatment of an OK idea.

I wrote all these ads, but a lot can change between writing and performance. It’s rare for my vision to translate perfectly into reality.

Theatre of the mind ads are even harder to get from page to play. So hard, in fact, I don’t have any samples I’m completely happy with.

So, I guess the message is keep it simple unless you really know what you’re doing.

Well, the lines are open.

We warmly welcome your calls.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Here’s a good-news story.

The other week I had lunch at my Dad’s.

On removing one of a trio of cheeses, I spotted a card in the bottom of the box.

It had a nice look, a classically grabby headline, a friendly tone and a sense of humour.

It told a winning, honest, educational and unusual story.

Call

I was much impressed by the novelty, humanity and high quality of this communication, so I wrote to the company:

Dear Team,

I just wanted to say how impressed I was with the writing on your cheese insert.

‘What makes our cheese special?’ is a fantastic piece of work.

I’m thinking of referencing it in a Small Business Owner blog post at some stage:

How would that sit with you?

If you liked the idea, I could include your input on how you came to write that piece and what sort of reaction it’s generated.

Just a thought. Let me know what you reckon.

Best regards and nice work! Paul.

Response

Hi Paul,

Thanks for the positive feedback. Since we put the card inserts into the packs we have been receiving a lot more feedback from consumers which was really the point.

We want to develop a more direct relationship with consumers so we try to provide them with information that is useful to them in understanding who and what we are.

We wrote it (which is reflected in the style and the words) rather than letting a professional marketer loose on the job so it has authenticity.

Often regional food producers get wrapped up in talking about the features of the location and the methods of production which are very important to them but meaningless to the consumer unless they have been there.

We are trying to focus on the features of our business that add value to people eating our cheese no matter where they are.

Our location and how we make the cheese are a part of who we are which is why we also encourage people to visit us on the other side of the card. [See below. PH.]

Once people have visited a business and understand what makes it tick they are far more likely to develop brand loyalty.

Until then we have to give them information about ourselves that shows we are providing value to them.

We would be happy for you to reference the card.

Regards, Jane Bennett, Managing Director.

Wow!

Now I was even more impressed. This company:

1. Had a keen sense of self, its industry and its competitors.
2. Knew what it wanted.
3. Was passionate about what it did.
4. Understood its strengths.
5. Had the guts to back its own story and writing.
6. Was prepared to build slowly, rather than rush for instant results.
7. Was open to others spreading the news.

This ticks all my boxes on what a client, campaign and communication should be.

Flip Side

I think this is charming. And the fact it caught my attention amid the dozens of fliers thrust at me daily is a testament to its placement, content and design.

So it’s hats off and a big Onya Sonya! to Ashgrove Cheese.

In my book, this is the whey to achieve cut-through.

In fact, I can barely curd my enthusiasm.

What say you?

Paul Hassing                , Founder & Senior Writer, The Feisty Empire

                                       Do you believe your industry ‘bible’?

Most industries have a directory of suppliers and service providers.

Often, this large book is referred to as the ‘bible’ of its sector.

I’ve been in my industry bible for many years.

In that time, the listing has gleaned some website hits, few inquiries and no custom.

It’s true my entry is modest.

Almost ethereal.

Yet I’m questioning my belief in this bible.

Perhaps I need a sign.

Money Changer

If I believe a recent directory email, miracles are possible:

• $790* will earn me an enhanced listing (with ‘logo, high ranking and bolding’).
• For $1290, I may get noticed (with ‘a product show case that displays visual images!’).
• $2290 can secure a Top Rank (that ‘lets you essentially own a Category of your choice!’).

Can I afford these indulgences?

Will they find favour where it counts?

I’m hesitating, as I witness the rise of online search engines and the demise of printed tomes.

I’m afraid to cast my bread on such shifting waters.

Life Lesson

In a past life I observed ad agency staff averting their eyes from a host of industry directories.

When they sought talent, they didn’t thumb pages.

When they craved lighting, they didn’t look up.

Any whisper of paid labour crossed the land at speed, to be wrested by an existing vendor (or a colleague thereof).

Destiny

The prospect of dealing blind is daunting.

It makes sense for organisations to work with souls who’ve proven their worth.

Therefore, should I focus on my client flock and let them spread the word, rather than pay a professional prophet?

My parish is small, yet my sector abounds with providers.

Does an entry in your industry bible feed and clothe you?

If so, how can this be?

Enlighten us!

* Annual donation. Bereft of GST.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                        Who and what is this mystery girl?

As you can see, the HURRY! SALE is Now On.

Also On is a svelte siren with sparkly eyes and shiny lips.

Who is she and what does she mean to us as customers and businesspeople?

Is she

• The owner making a cameo (a la Francis Ford Coppola in Apocalypse Now)?
• A vain major shareholder, throwing her weight around?
• The GM’s niece, building a portfolio?
• A work experience student, tasting the coal face of commerce?
• The brochure designer, giving us a Rembrandt Night Watch moment?
• The receptionist?
• A sales person?
• A delivery driver?
• Something else?

On the scent

Flipping through the catalogue of business items, I found no link or reference to this nameless naiad.

Her secrets remain inviolate behind her purple screen.

What I do know is this. The more I wonder about her aspect, identity and purpose, the less I think about:

1. Business consumables.
2. Capital purchases.
3. The focus and integrity of those in and behind this publication.

Is it her, or is it me?

Other women

I’m used to seeing come-hither sylphs draped over cars, reclining on lounges and sprinting inside watches.

Hell, I even had one punching a speedball in my last superannuation statement!

While none of these mascots has ever personally appeared in a supply chain, they always seem ‘there’.

So is their role more abstract than concrete?

Sex bomb

We often hear that ‘sex sells’.

Would this mystery miss help you buy $1,845 of selective pallet racking?

Or a $3,790 multifunction copier?

How about a $288 flagpole (with Aussie flag)?

I feel neutral at best about these things.

Maybe she’s not my type.

Or just maybe, in our enlightened, egalitarian world of 2010, female ornaments are neither needed nor welcome.

This catalogue is ‘delivered to 120,000 businesses by your friendly postie’.

I wonder what the other 119,999 think of it.

If you saw Miss Terry skipping down your street,

would you wait by the letter box?

Paul Hassing, Founder & Senior Writer, The Feisty Empire