clemans on marketing: confessions and misdemeanors

Smiling for Dollars.

Let's skew the concept of emotional contagions to the positive in our branding and marketing practices and see what happens. 

After your foot's in the door.

Subtle cues gleaned early on will help close the deal, retain the business, and keep you from getting blindsided. 

1. Read key power relationships

2. Detect crucial social networks

3. Understand forces that shape views and actions

4. Accurately read the organization and external realities

Now:

Go Roman: Do it!

Go Greek: Think it!

Clean up your language.

Like the White Rabbit in Alice in Wonderland, we don't have time. Marketing content, no matter the medium, should get to the point. Refine your message to its essence. Revisit 10th grade English. Read Hemingway.

Content Pointers:

• Summarize at the start

• Use shorter words

• Write in the active voice

• Avoid insider idioms

• Jettison stale phrases and metaphors

• Abandon wordiness

• Be clear

• Grammar still matters

• Punctuation sometimes doesn't

• Edit. Edit. Edit.

• Proofread

• Wrap it up

Stay ahead of the game or head for the sidelines.

Marketing is all about, now and forever, engaging, informing, evangelizing, promoting, selling, and converting. As we embrace the new, we should also be testing and studying the newest. Safe is over. Adopting a courageously entrepreneurial mindset is the way to survive and thrive, and to be of the most value to our customers. Head for the digital frontier and don't look back!

The more the better.

Question:
Are Coaches, Mentors and Role Models important?

Answer:
Throughout my life, many (you know who you are) have mentored, taught, coached, encouraged, guided and goaded me in the right direction. Living life with a support team is so much more satisfying and effective than going it alone.

Do It Right. For Yourself and For Us.

Second only to the holy Saguaro Cactus, for me, in Tucson, is Cafe Poca Casa. Oh man, the food is authentic, original, delicious. Last Friday night, their Pollo Mole Verde rocked my world. Congenial atmosphere, engaging staff, not overbooked, the entire menu is chalked 'cause it changes daily, healthy, local art lavished on the walls, marguerites with clout. The owner, striking and serious, hovers at each table, hummingbird-like, just long enough to make sure we are all happy. I say, if you are going to get something going, do IT up right. No regrets. Your best shot. Then, lucky us, your creation becomes our good fortune to own, wear, live in, ride, watch, care for, use or eat. And, just maybe, never ever forget.

Feng Shui for Marketing.

Three months ago, we met with a highly respected professional services group exhibiting a serious case of the blues. Their website was dull as dirt; they had only one project in the pipeline; they were down in the mouth; they were quibbling with one another. Contemplation and rejuvenation were in order.

Care.

Charles Schwab Corp.'s fourth quarter earnings lifted the stock brokerage's annual profit above the $1 billion mark for the first time in its history. Their success is due in large part, I believe, to their "Talk to Chuck" brand re-positioning. It's integrated, compelling and talks to me.

Personal Touch.

We stayed at the historic Fairmont Miramar Hotel, overlooking the Santa Monica Pier and the Pacific Ocean – an elegant retreat catering to Hollywood's elite (and the rest of us!) since the "Roaring Twenties".

The lobby's focal point for the holidays: a quaint snowy gingerbread Christmas display constructed by staff and local school children. These hoteliers definitely understand how to create home away from home, including high speed Internet access, Frette linens, pet accommodations, overstuffed comforters and ice machines.

We'll be back.

No matter how buttoned up we strive to be, there's something wonderful about the rough around the edges touch of the personal.

Nike. The great equalizer.

On my way to Starbuck's this morning, a guy strolled by in full Nike attire, head to toe. It made me think about how millionaires and paupers are indistinguishable from one another these days - except for the watch and maybe sunglasses, but not necessarily, as even high school kids are shelling out their lawn mowing and babysitting money for Oakleys and Chanel.

Individuality is way up there, but leveling the playing field isn't a bad idea either.