And storytelling is not only possible in business … it’s desirable.

Using interesting and honest details to provide the who, what, when, where, why and how of your company, product or service will make your story worth listening to.

Stuck telling your story? Start by telling it to a friend, colleague or coworker. Pretend you’re trying to entertain someone at a party. Say what you really want to say rather than what you think you should say (or what your legal department or boss would like you to say).

Record your story and then transcribe it to use as your first draft.

Remember, it doesn’t matter how you get to the story – only THAT you get to it.

© JanO for , 2010. | Permalink | No comment | Add to del.icio.us
Post tags: audience, business, corporate storytelling, story, storytelling, telling your story, visual image, words

Possibly related posts

• The sure-fire way to get your audience to pay attention (0)
• Do you hear what they say? (0)
• 3 Ways to Become a Better Writer (0)

Feed enhanced by Better Feed from Ozh

In the Jan/Feb 2010 issue of the AARP Bulletin, there’s a short article about a British survey commissioned by financial company AXA, and the subsequent renaming contest surrounding the word “pension.”

Turns out that nearly a fifth of 18- to 24-year-old Brits think the word pension is stodgy. (No duh.)

The winning replacement, submitted by 29-year-old Donna Wood of Hampshire, England is:

Save Now. Play Later.

Genius.

But what this really brings to mind is how we get stuck using words and phrases that have lost their relevancy. With business writing and marketing/communications, it’s far too easy to lapse into same-old, same-old boilerplate language.

No word or phrase should be sacred. Everything should be, at least periodically, rethought. Step back now and then and ask this question: “What does this word or phrase really mean to my reader?”

P.S. Hey, State Farm Insurance, are you listening? With the transient culture we live in, I’m pretty sure “Like a good neighbor” doesn’t resonate like it used to.

© JanO for , 2010. | Permalink | No comment | Add to del.icio.us
Post tags: AARP, AXA, business, business writing, communication, communications, Donna Wood, marketing, relevancy, State Farm, words

Possibly related posts

• Your web site content sucks. Here are 3 reasons why. (0)
• Survey: What do you do with what you learn? (0)
• If you can’t beat ‘em, join ‘em (0)

Feed enhanced by Better Feed from Ozh

Direct mail?

Yeah, those over the age of 40 remember it. It’s the information that comes in the mailbox from companies who do all kinds of clever things to entice you to open it.

Much of what I got was very nicely done: Solid offers. Pleasing visuals. Conversational content. Well branded.

So it didn’t surprise me when I read that the Direct Marketing Association is estimating direct mail marketing to increase by more than $1 billion this year. That’s a RISE of $1 billion, putting the annual total spent on direct mail campaigns at about $45.5 billion in 2010.

Even more impressive is this result from the DMA’s annual study: Non-catalog direct mail returned $15.22 for every dollar spent in 2009. Wowza.

Are you making direct mail part of your 2010 marketing plan? It’s certainly worth considering in light of those astounding numbers don’t you think?

© JanO for , 2010. | Permalink | No comment | Add to del.icio.us
Post tags: brand, client, clients, content, direct mail, DMA, information, marketing, Non-catalog

Possibly related posts

• The Search for Relevant Content – Part 2 (0)
• Big copy challenges we don’t talk enough about (0)
• Out with the old, in with the review: The one thing your copy needs from you right now (0)

Feed enhanced by Better Feed from Ozh

Of course, they have a store locator. But imagine my surprise when Faygo wanted everything but my firstborn before they’d tell me where to find their soda. Name, email, address and favorite flavor as REQUIRED fields?

Whoa, Faygo! Too much, too soon.

We’re like old friends who haven’t seen each other in decades. I’m not ready to divulge anything. I thought it would just be nice to get reacquainted.

Too bad it’s not going to happen now.

Lesson learned: Go slow. Build a relationship. And don’t be afraid to tell people how to find you without asking for anything in exchange.

© JanO for , 2009. | Permalink | No comment | Add to del.icio.us
Post tags: best practices, consumer, content, customer relationship, Faygo, online content, online marketing, soda, store locator, web site, web site content

Possibly related posts

• 10 Secrets to Great Copy (0)
• Where’s the information? (Web content mistakes and how to avoid them.) (0)
• The Search for Relevant Content – Part 6 (0)

Feed enhanced by Better Feed from Ozh