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5 Email Marketing Mistakes To Avoid

October 14, 2010 in eMail Marketing | No comments

Is your email marketing as effective as it could be? I receive a lot of email marketing blasts and have noticed a pattern of consistent mistakes. This brief guide identifies five common pitfalls and offers suggestions on what to do instead.

1. Weak Subject Lines
By far the most important part of your email marketing message is the Subject Line. Since we all receive more email than we have time for, readers are looking for an excuse to delete emails towards their quest for in-box zero. I see too many Subject Lines that are not intriguing enough to get the reader to open. If your email isn’t opened, then all the time you’ve spent crafting the interior message is wasted.

The Subject Line must offer a compelling promise to readers that will be fulfilled upon opening the email. The Subject Line should focus on how the reader will benefit from the information contained within the email. For example, the Subject Line of this e-mail “5 Email Marketing Mistakes To Avoid ” offers free advice to make you more savvy in your use of email marketing.

2. Content That Doesn’t Offer Value
I see a lot of email blasts that are simply Project Completion Announcements. Good news is always worth sharing with your audience. Just be sure to make a connection between the news item and how it benefits the reader. For example, focus on what you learned from the completed project and how this will benefit the reader (who is hopefully a future client).

Just like the person who is always telling you how great they are, e-mail blasts that are about me, me, me get old quick. Aim for a balance of content that is 20% about you and 80% for the reader. Be generous in sharing knowledge, tips, secrets, and solutions for making the reader better, smarter or faster.

3. Brand Inconsistency
Too many e-mail blasts don’t look or sound like the firm that is sending them. This lack of continuity causes confusion for the reader and may plant a seed of doubt as to the authenticity of the blast. Your e-mail blasts must have the same look and feel as your website, business card and all other marketing materials.

It may be tempting to use a free template that your email service provider offers. But your firm offers custom professional services so your email blasts should reflect that. Hire a professional designer to create a template that you can then update for subsequent blasts.

4. Neglecting the Preview Window
Most people decide whether or not to read your email based on the following ritual. They scan the “From” line to determine if they know and trust you. The next hurdle is the “Subject” line. If it is intriguing, then the reader will scan the “Preview Window” to ensure the content fulfills the promise of the subject line. Too many email blasts neglect the top 4 inches of the email message (that shows up in the preview window). This valuable real estate needs to 1) establish trust by displaying your brand identity 2) be visually interesting so the reader wants to go deeper.

5. An Overwhelming Sea of Text
Perception is reality. An email blast that seems like it will require a lot of effort to read is immediately judged as work and we’ve all got plenty of that to do already. If you have a lot of content, then post the first paragraph to hook the reader and include a link to read the whole story on your blog. Another approach is to offer the text in digestible bites. Make the text scannable with bold headlines and then a few sentences of supporting text. Don’t forget to include compelling imagery. Photography or illustration will quickly draw someone into your content. It can also add additional meaning and make your content more memorable.

As a marketer, I know your time and resources are limited. The previous tips will help you get the most return on your email marketing investment. Feel free to add me, david (at) lecoursdesign.com, to your mailing list. I’d love to see what you create.

Quick Tips
Write 10 possible Subject Lines for your blast and pick the most compelling one
In developing content for your blast, keep asking how your reader will benefit
Break up lengthy text into digestible sections and use imagery to keep readers engaged

Digging Deeper
Tips on Writing Magnetic Headlines (applies to Subject Lines too) from Copyblogger
LecoursDesign helps firms create compelling email marketing campaigns
Email Marketing: Getting Readers to Open

Lift Your Brand Using The Halo Effect

May 18, 2010 in Brand, Branding, Event Marketing, Positioning | 9 comments

When things happen to me in threes, I take notice. I recently had three different experiences where my perception of a brand was lifted. (Evidently being a brand expert does not make me immune to the “mind control” brands employ.) All three experiences were with car brands and they all used the “halo effect” to sway my impressionable mind.

The Halo Effect
This brand building strategy is accomplished by aligning your brand (a) with a very shiny person, place, event or other brand (b). The luminosity of brand (b) is so great that it (b) casts a favorable glow onto your brand (a). It’s a clever way to elevate the perception of your brand through association. Think of not-so-smooth Turtle hanging out with heartthrob Vince in HBO’s Entourage and you get the idea.

Leverage The Best of Your Community
My first halo effect experience was at a party that Dave Brown of Holiday Matinee invited me to. Dave and Zack Nielsen of Sezio have an enviable project of spending Ford’s money to promote the Ford Fiesta. Ford gave them a car, cash, creative tools, and instructions to simply talk about the Fiesta. One of Dave and Zack’s brilliant solutions was to tap into their own creative community and throw a party at a cool location (Bar Basic) with great music and people. The event included a few hipster retailers creating pop-up stores within the party. I never would have paid a second look to the Ford Fiesta but as I was leaving the party, I glanced at the strategically parked car thinking to myself, “that’s a pretty cool little ride.” I felt punk’d, but in a good way.

Associate Your Brand with Impeccable Quality
Full Disclosure: I own a Honda Element which was mostly a practical decision based on the functionality of being able to insert my dog, surfboard and wife’s Prius into the back of the car. Even after buying the car, I wasn’t a Honda fan until after being introduced to a series of short documentary films called Dream The Impossible available here. The film’s universal themes in Failure: The Secret to Success and Racing Against Time move me on an emotional level. I also appreciate that while the films were commissioned by Honda, they are not about cars. Using quality imagery, music and story telling, the films are so beautifully executed that they radically shifted my perception of Honda.

Make Fun of Yourself
Many years ago I decided that it was just too much work to be cool. If your brand, or category, is notoriously uncool, a great strategy is to make fun of yourself. This will differentiate you from your competitors that take themselves way too seriously. Humor is always cool. And if you can pull it off like Toyota’s campaign for the Sienna mini-van (previously uncool), then you’ve scored. The hilarious ads and mock hip-hop music video Rollin’ in my Swagger Wagon left me thinking that maybe I should get some kids and a Sienna, err Swagger Wagon. Never thought I’d say that.

I know what your thinking. The car industry has gazillion dollar marketing budgets to shape hearts and minds. Yes they do, but you don’t have to. Take the strategies from above and execute it guerilla style (i.e. on the cheap).

So, how can you use the “halo effect” to cast a favorable glow onto your brand? Consider teaming up with another brand that may be extra-shiny. Doing work for shiny brands can be beneficial. I still have people think that we are responsible for launching Red Bull in the USA because we designed some simple graphics for their first in-store promotion. Getting shiny people to interact with work you’ve done is also effective. If they’ll provide some sort of endorsement, then even better. If there is a way to place your work in a shiny environment, do so. An artist friend of mine Susan Wickstrand Roche has some of her artwork in the hit TV show Modern Family. In short, constantly be searching for opportunties to promote your brand so you don’t have to always do the heavy lifting.

Pecha Kucha Night: I Love Failure

April 20, 2010 in Creativity, Presenting, Public Speaking | No comments

This is a presentation from Del Mar Toastmasters that I also delivered at Pecha Kucha San Diego. Failure is essential to creativity, design and personal growth. The video includes stories of failure of both individuals and products. My goal is to convince you to make failure an integral part of your creative process.

How To Become a Creative Superhero Seminar

April 1, 2010 in Creativity, Presenting, Process | No comments

Creative ideas are essential to artists, marketers, designers, writers, engineers, entrepreneurs and just about everyone. But unlike superheroes, creative ideas don’t just magically appear. We are entering the The Conceptual Age and creativity is the new currency. But idea generation is rarely taught in school. Drawing upon lessons learned from archetypal superheroes, participants will gain confidence to develop or refine their own creative process to generate breakthrough ideas and “leap tall buildings in a single bound.”

Seminar Content Includes:
+ Why right brainers will rule the future
+ Developing a creative strategy for success
+ Importance of ritual
+ Creative catalysts and overcoming creative kryptonite (blocks)
+ Brainstorming techniques
+ Tips on presenting your ideas

Date: Saturday, April 17, 2010
Time: 08:40 am – Check-in and Continental Breakfast
09:00 am – 12:00 pm – Program
Where: CoCo’s Boardroom, 407 Encinitas Blvd., Encinitas, CA 92024

Tuition: $49 Pre-Register by April 16
$59 Pay at Door (cash or checks only)

How to Become a Creative Superhero

November 17, 2009 in Creativity, Process | 4 comments

As we leave the Information Age to enter the Conceptual Age, we need a new kind of hero. Dan Pink declares in A Whole New Mind that right-brainers will rule the future. Creative ideas are the currency successful marketers use to elevate their firm, stretch their budget and build their brand. But unlike superheros, creative ideas don’t just magically appear when you need them. Similar to Bruce Wayne entering the batcave to become Batman, here is a process that will transcend you from mere mortal into Creative Superhero.

1. Define the Task – First you must determine what is needed, why now, who is it for, and what resources are available. Creativity also craves boundaries (like a deadline and budget.) Be sure to elicit early support from anyone that can approve or reject your ideas. This phase should culminate in a creative brief that will be a target to use when measuring possible solutions. For a free sample of a creative brief template that we use at LecoursDesign, click here.

2. Investigate – Immerse yourself in your audience’s world and ask illuminating questions. Within the answers, creative solutions will begin to emerge. Search for a way to connect with your audience on an emotional level.

3. Create – Let the ideas flow by focusing on quantity over quality. I heed an image on my studio wall that says “Do Not Fall in Love with Your First Idea.” There are no bad nor perfect ideas. Make it playful and fun. Break this phase up into several short sessions and always be ready to capture ideas in between. Be sure to drink from a well of creative inspiration because output is directly related to input. Silence your inner critic “faster than a speeding bullet” or it will weaken you like Kryptonite.

4. Incubate – Leave your initial ideas alone for a day or two. There’s a reason people say they get their best ideas in the shower, on a walk, or while driving. The subconscious mind is powerful if you just let it emerge.

5. Analyze – Eliminate the weaker solutions from phase 3. Watch for safe ideas that your boss or client may like but you know aren’t exceptional. Don’t let the good get in the way of the great.

6. Refine – Prototype and refine the top 2-3 solutions while continually looking for improvements. If stuck, review the brief from phase 1.

7. Deliver – Make a big deal of presenting your ideas. Give them the reverance they deserve by presenting in person. Anticipate any concerns before presenting.

8. Measure – Create a feedback loop by measuring success against the objectives established in phase 1 for continual improvement.

We are all creative and I believe that innovating is a learned skill. Batman used his ingeniuty to design the batmobile and other cool gadgets to give him a competitive advantage. Nurturing your creativity can do the same for you.

Would you like me to lead an interactive in-house seminar or deliver a keynote speech to your organization on this topic? E-mail me to discuss.

3 Steps to a Better Marketing Plan

October 27, 2009 in Marketing Planning | No comments

By now, you should have started creating your Marketing Plan/Budget. Here are some tips to guide you, because as you’ve probably heard, “failing to plan is planning to fail.” I know it’s tempting to simply copy and paste last year’s plan but this is a bit like driving while only looking in the rear-view mirror. Market opportunities, alliances, relationships are constantly changing so your Marketing Plan needs to evolve as well.

1. What to Include
A good Marketing Plan is a one year roadmap of how you will achieve your firm’s Strategic Plan. Here is what to include in your Marketing Plan: Budget (see below), Staffing (who will do what and by when), Timeline (prioritized sequencing of implementation), Promotional Mix (advertising, web site, social media, brochure, video PR, events, etc.). If you need help in this area, I can recommend a great coach. To help you get started, click here for a free .pdf map that I’ve created to help you through the process.

2. Ask for the Money
Don’t be afraid to set aside a healthy budget that will allow you to effectively market your firm. There are three methods I know of to create your budget. Projection is taking last year’s budget, and based on projected growth or decline, adjust this year’s budget. Percentage is taking a straight 10–15% of gross revenues. I recommend Goal-Based; which is taking each goal from your Strategic Plan and breaking down what it will cost to achieve that goal. You can then check this against Projection and Percentage to make sure your budget request is realistic. Is it likely that your plan might change throughout the year? Absolutely. But if you don’t set aside the money now, it will surely be designated to something else later when you really need it.

3. Implementing the Plan
Having a plan is a great first step, but implementation is what will attract great clients. First, form a core Marketing Team (not too big, but with enough Principal muscle to be influential). Marketing Plans will fail unless the talent responsible for implementation is involved in the creation of the plan. Share the Marketing Plan with everyone in your firm because marketing the firm is everyone’s business. Finally, review and measure on a regular basis (at least monthly). Be sure to share success stories internally. This demonstrates the value of marketing and builds momentum and morale.

Just doing what you’ve always done will get you what you’ve always got. So invest in your Marketing Plan to be a beacon for your best year yet. This will help to prioritize proactive and reactive opportunities and make the most of your time and money.

Is Your Personal Brand Outstanding?

September 30, 2009 in Branding, Personal Brand, Positioning | No comments

In a world of endless options (think of the supermarket toothpaste aisle), brands are increasingly relevant because they are a shortcut around intellectual proof. Brands are typically thought of as products (iPhone) or services (FedEx). But I’d like you to consider yourself as a brand. And this is relevant to anyone within a firm who wants to stand out and thrive, not just owners. To paraphrase Tom Peters in his seminal Fast Company article, A Brand Called You, start thinking of yourself as the Chief Marketing Officer of Brand You. Since I brand myself as a branding expert, I’d like to share three ways to build Brand You.

1. What’s Your Story?
A brand is a story told in the marketplace. So step one is to unearth your story. Since people buy with emotion and justify with fact, a compelling story is what helps you to persuade. So, what is it that makes you unique and valuable? What are you most passionate about or proud of? What would your clients or colleagues say is your greatest strength? Think back to the last few times someone complimented you about your work. Is there a pattern of consistent praise that is unique to you? If you can’t remember, start a victory journal that records your accomplishments and compliments. Still stumped? Do a little market research by asking your friends, family and co-workers. It’ll boost your self-esteem and provide insight. At this point, don’t worry about the exact words of your story. We’ll address that next.

2. Brand Positioning
A brand’s positioning is the mindspace you occupy in your audience’s head. It is the articulation of your story highlighting what you do that adds remarkable, measurable and distinctive value. This positioning statement becomes your networking introduction when someone asks “what do you do for work?” It should be around 15 words and ideally be something that only you can claim. It should include the following elements: “I am a [occupation] providing [range of services] to [categories of clients]. My [unique selling point] provides [specific benefits].” Like the premise of a good movie, your positioning must be clear and compelling so others will spread your story via word-of-mouth.

3. You Deserve Promotion
Brand awareness is the final step in building your brand. Your target audience needs to know you exist and what you can do for them. I’m guessing that Superbowl ads and billboards aren’t in your personal budget so here are some tips. If your employer allows, do some moonlighting (either freelance or volunteer). I learned a ton about e-mail marketing and met many contacts as volunteer Marketing Chair of USGBC. Try teaching or making presentations to demonstrate your expertise. If you are verbally challenged, writing for trade publications is excellent visibility. As long as you are learning, growing, building relationships and delivering on your brand promise, both Brand You and your company will benefit.

Hate to Sell? Become a Thought Leader

July 10, 2009 in Positioning, Presenting, Public Speaking, Thought Leading | 2 comments

For those looking to stretch their marketing budget, I can’t think of a more cost effective way to attract clients than Thought Leadership. The more a prospect can experience your writing or speaking, the more they perceive you as an expert, and the less “selling” you have to do. Here are some tips on positioning yourself, or Principals within your firm, as Thought Leaders.

1. Designate Ambassadors
Designate someone in your firm to be the Thought Leader for each vertical market sector in which you seek work. For example, Aquatic Design Group is a market leader in designing and engineering competitive swimming pools. They happen to have an Associate who is a former collegiate All-American swimmer. Combined with strong writing and speaking skills, he has instant credibility within this tribe.

2. Know Where Your Audience Is
Ask your best clients which market specific trade publications they read and which conferences they attend. Then introduce yourself to the editors of these journals as a resource for journalists looking for a quote. Once the relationship is established, inquire about submitting an article. For national conference speaking opportunities, you’ll need to respond to a RFP a year in advance. But there are plenty of local trade organizations hungry for great speakers. For example, I put together a panel and am emceed the SMPS San Diego Luncheon on Social Media. While it’s tempting to write or speak to your peers, remember to focus most of your efforts where potential clients, not competitors, congregate.

3. Create a Content Ecosystem
Start with writing to develop mastery in articulating your subject matter. Then move to speaking using content you’ve written about. Give away free samples of your knowledge. Leaders demonstrate confidence by sharing their abundant expertise, not hoarding it. Tell real success stories and don’t be afraid to offer up your failures and share lessons learned. This is what makes you human, and will draw people to you. Communicate that you care about your audience’s world and challenges, and you will be invited in.

Thought Leadership requires an investment of time. This guide should help you get started. Be sure to promote your speaking or writing wherever you can. Also, find multiple channels to distribute your content to maximize ROI. For example, an e-mail marketing blast shoud get repurposed into a blog so it’s archived and searchable by topic. You can also create a printable .PDF files to be distributed at events where you are speaking or given to clients you are courting. Whether writing or speaking, you will be perceived as an expert and clients like to hire expertise.

Branding Your Process

February 11, 2009 in Brand, Branding | No comments

Being in the service business, we have the challenge of persuading clients to purchase something that doesn’t exist. Your clients cannot “kick the tires” of a future multi-million dollar building. Sure, you can show past projects, but that doesn’t guarantee future success. This issue of The Marketing Voice focuses on process as one of your firm’s greatest assets

1. Process Defined
Process is simply your project delivery method spanning from initial meeting through the life cycle of the building.

2. Why?
There are many reasons to make your process a persuasive tool to convince clients to select your firm. First, services like Architecture and Contracting are simply a promise. So, we need to empathize with the scary leap of faith our clients make in entrusting us to deliver on our promise. A proven process helps to soothe client fears during the emotional sales cycle. Also, process is an opportunity to differentiate you from your competition. Process is scalable and can be implemented at firms sized from 1–1000 to reinforce brand consistency across all branch offices. Finally, process is an asset that can live beyond the founding principals of your firm. This can add value in the event of ownership transition, merger or acquisition.

3. Develop, Articulate and Brand℠ Your Process
Begin with listing the various steps your firm goes through to successfully complete a project. As you make this list, filter it through the positioning of what makes your firm unique. Work with a writer or brand communications firm to articulate your process in a way that is simple and compelling to a prospective client. Then brand it with a memorable name and even register it as a service mark. Our process, called The Joy of Six, is seen by clicking here. I recommend a circular process to close the loop by measuring results of the completed project. This informs an improved next project and hopefully get you re-hired.

4. Demonstrate How Your Process Yields Success
A great movie ending requires a gripping story to first be told. So, when meeting with prospective clients, don’t just show a portfolio of completed projects. Demonstrate how you reach successful results by presenting highlights of each project phase in the context of your newly branded process. Show sketches, talk about overcoming challenges, and share how intelligence gained in one project phase informs success in the next. Seeing how your process delivers on past promises plants the seed of future success in your clients mind.

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