Tip #1: The Superbowl Commercial Example

On the topic of making sure to combine entertainment with good content.

Let’s look back to Superbowl day. The ads aired during that game are one of the key focal points of that day. Not by the businesses. No. By the viewers. Even after Superbowl day has gone by – the ‘best’ advertisements are combined and posted on Youtube for further entertainment.

The companies who post the ads get followed simply by providing entertaining material in their messages. We don’t have to be Einsteins to understand this effect.

But we can learn from this example, and take it for use in other content.

No matter what content you put out into the world (an article and ad, a tweet, a speech) – you always want to make sure it is quality and relevant. Right? But even if it is quality and relevant – you can never be relevant to everybody at the same time.
What is the one thing in the world that is immediately relevant to the masses?
It’s entertainment. A joke, a period of irrelevant amusement. A break. Some quick unrelated pleasure.

To ensure you get more than just your regular audience – put some entertainment in your content.
superbowl beyonce

Advertisements

The Power of Consistency. Local Listings

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Make sure your

  • website
  • facebook
  • twitter
  • local listings

all mirror one each other, like a crystal clear lake. Consistency speaks LOUDLY.
Consistency breeds trust, reliability – most important for any business. Consistency screams that you are on top of your game and ready to take on the world from any position/location/online platform. Many doors are open for your clients.

Make sure the

  • hours
  • the services
  • the reviews
  • the address
  • the phone numbers

are consistent all across the board of local listings. Yext will help you check all those listings and make them all the same.

“There has never been a better time to unleash your grammar nazi, and format nazi powers. Put them to good use.”    -KsenMarkets

If your listings come in variants, if all your online pages look different the clients subconsciously assume the business does not have all their stuff together, as their info is not consistent. They assume you don’t have enough resources to provide accurate information to the public. The business is not sound. The consumer always favors a business that looks the same on any online platform they look.

Consistency is in the small details.
Make sure all your listings are build and structured the same.

  • the wording
  • same tabs and sections
  • order or info
  • pictures

all need to be in the same pattern.

Good luck. Go get em!

Hard Work and Success: A correlation?

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Ever heard Thomas Jefferson say,

“I’m a great believer in luck, and I find the harder I work the more I have of it.”

Does hard work directly correlate to luck and success?

No it does not. If it did –> refer to meme at start of this post.

On a serious note: According to Charlotte Beers, (american businesswoman, former under secretary of state, and influential writer,) 

“two thirds of your day is about delivery (the way you work), and about one third is getting good work done well”

Working hard means “getting good work done well.” But it’s how you deliver that work to others that brings you success and luck with others. If you know yourself to be a hard worker but aren’t getting results – you need to focus on delivery.

Social Media exemplifies this concept.

  1. Even though you are writing killer content, it is NOT getting noticed. Change the way you deliver it. Write in shorter sentences. Link Videos. Link other blogs. Chose your colors well.
  2. Your Facebook is filled with amazing motivational and educational content but people aren’t noticing. Tag others and organizations in the posts. Link. Try a social ad campaign.
  3. Every neighboring business knows about your business, but you’re not getting clients. Ask advice from your neighboring businesses. Link your local listings to theirs. Distribute print ads through your local business neighbors. Change your online presence. Find new forms of customer to business conversation. AKA business to customer DELIVERY.

The next time you pour your soul and heart into something – and get nothing back. Rethink where your efforts are going.

Are you delivering your efforts the right way?

If they are not coming across – they are going to trash.

(For future: if you improve the way you deliver, you won’t have to squeeze yourself like a lemon next time – you will get better results without overexerting yourself.)

Non-Profit Needs

Non-Profits are businesses like all others.

Yet their needs are different from their for-profit counterparts.

Non-profit marketing schemes are different as well. From Advertisements to their Events, non-profits occupy a different type of attention in consumers’ minds. Therefore their non-profit marketing techniques should vary.

Here is a list of things to pay attention:

  • Ads
  • Web-Site
  • Events
  • Social Media

ImageJust a kitty-shelter.

  1. First it is important to remember that a non-profit bases its demand on people’s needs for Ethics, Love, Sympathy, Obligation – 2nd level products. These are a level higher than a person’s regular consumption needs: food, gas, home improvement, tuitions – 1st level products. People who are looking to ‘shop’ for 2nd level products have mostly taken care of their need for first level needs. They are not struggling in life, and take personal measures to reach out and find second level products.
  2. A for-profit company has its heart in its products. As long as the beverage isle is stocked with Cokes, Sprites and Fantas – Coca Cola is doing its job of informing the consumer it is still in business. For all the consumer’s know, Coca Cola (the company) could be filing for bankruptcy up in its headquarters, but as long as its product is present on the shelves, everything is in order for the consumer. A non-profit is different. For a non-profit consumers look less at the non-profits product and more at its center, ie organization news, organization web-page, organization newsletter. As long as there is information coming out of the center of the organization, the consumer knows the organization still stands, and believes in its efforts. A non-profit’s products do offer some significance for its state of being (a pet shelter, a soup kitchen, a donation center,  a church), but without reassurance from the organization’s heart, the consumer tends to forget why she is investing in an organization.
    Just like a for-profit sells material products and services, its products and services are the ones who do the speaking. Just like a non-profit sells non-material services, its non-material assets need to do the speaking.
  3. Most profits hold all their glamour in volume of products sold, and their wealth and share of market, share of people’s demand. Most non-profits hold their glamour in the strength of their supporters, and how broadly their spiritual understanding is shared. Basically its strength is the number of like-minded people.
    Coca Cola shows its power by selling 38% of all soft drinks. A church shows off having 500 members  (not the amount of donations it collected).
  4. Finally, consumers of non-profits interact differently than consumers of for-profits. It does Coca Cola no good if 2 people who both like Coke become friends. Relations between two consumers of a product don’t necessarily help the relationship between the product and the consumer. If I drink Coke, and I make a friend who also drinks Coke, I will not necessarily start drinking coke more. If I use Empire carpet installers, and my friend does too, I am not going to invest into Empire carpet installers more than I have to for my home. Now I am not talking about recommending, I am talking about two people already using the same product.
    A non-profit is different. If 2 people are members of a cat-shelter organization, and they become friends. Chances are, they will get more involved with the cat-shelter organization. That’s just the nature of non-profits. There is that non-material social human factor -that only ads strength to the organization. Relationships between consumers aid non-profits.

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Just a church.

Having said all that. How should a non-profit approach each type of previously-listed marketing strategies?

  • Ads: Since people who demand 2nd level products have already satiated most of their 1st level product needs, they will reach out themselves to find 2nd level products. If you are listing a non-profit event in a newspaper, don’t place it among for-profit ads. Don’t place it in the working-areas of the newspaper, such as business, listings, economy. Place it in the sections that go above everyday needs, such as arts, newspaper magazines, non-profit. People who look there, look there for a purpose. They want to choose which 2nd order product to buy.
  • Web-Site. A non-profit’s main way of communicating its health is by spreading news from the non-profits center. Newsletters, magazines, events, announcements. That is why it is key for an organization to have a center. It helps to have a physical center, such as a club house, a building, or a shelter. But in this day and age, most important is a central online presence. A web-site for a non-profit is like a water source for the African ecosystem. It’s the easiest means of delivering the spiritual message of the organization. Remember, people in demand for 2nd level products will search for these products, so it is key to have a watering-hole for these people to find. You could start as cheap as a Facebook page, and build membership there.
    A non-profit has to have a center for communications (a web-site), because that is where its message comes out of.
  • Events. In order to promote a for-profits product – samples are given out, and merchandise and physical objects bearing the product’s/company’s name. In order to promote a non-profit’s product – 2nd level product samples need to be given out. These are ideas: importance of Love, Faith, Ethics, Obligation. To spread these ideas means you have to make connections with new people and make friends.
    The focus of non-profit events needs to be on making new connections, new friends, or at least new acquaintances. Old members need to relay to new members why they believe in such-and-such 2nd level products. That’s how you give out ‘samples’ in a non-profit.
  • Social Media. Interaction between consumers of a non-profit product is the non-profit’s product. So it is very important to create a platform where interaction can take place. It can be a web-site, it can be social media, it can be a club house. Facebook advertising through friends will be very effective, and also cost effective, since you can control exactly how many ads get posted/seen. In print advertising, it can’t just be about the shelter, the church building, the donations, it has to be about people. Which of your friends have joined our cat shelter volunteers? Do you both volunteer together at the same time, in the same place? What do you think of your most recent volunteer experience? Tweet at us, and at your friends!

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Haiti Volunteers

So that’s that.

Non-profits are all about the non-material product. Non-material product is only found within humans.

 

 

 

 

Ain’t Nobody Got Time Fo Dat!

Ain’t nobody got time to listen to every ad in your surrounding. To participate in every group. To subscribe to every YouTube channel. To read the whole newspaper. To follow all the Facebook pages. To go to every gym. To volunteer at every charity. To adopt all the cats from the shelter.

Ain’t nobody got time for ALL “DAT.”.

You will want to associate only with what clicks with you right off the bat.

To determine whether something will “click” only takes 1 impression. Just like a duckling imprints on its mother in the first few minutes it hatches. Just the same -you will imprint with the groups, activities, organizations, clubs, jobs, people in your life you click with first.

The rest -you ain’t got time for.

 

Ain’t Nobody Go…