Our goal with every edition of BRIGHTideas
is to give you information you can use
. We want to do more than inform, we want to give you the tools you need to be successful, advice that will help you either get better at your work or make you more money. Preferably both.
Here are the feature articles from BRIGHTideas
. We hope you find them useful.
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--we'd love to hear about it!
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- Give more to get more from your website
- Read about a Norwegian health organization that, when it needed more support, stopped asking for it. And it worked!
- Great ads are about more than content.
- You already deliver benefits in your ad copy, right? Here are six more things you can now do to stand out among your competitors on the page.
- Stop procrastinating--eat the frog!
- Sometimes, it's tough to get your day started. To really kick things off, try doing the hardest thing first. Everything from that point on is easier.
- Write with a purpose
- Find out the difference between business writing and just about every other kind of writing--then make that knowledge work for you!
- Want to be a better writer? Here's an idea: Write!
- We wish we could tell you it's easier but the best solution to writers block is to just keep plugging away.
- Can I have that in plain language?
- Being understood isnt just about good grammar. Its also about good word choices.
- Great writers have great tools
- The job you do is only as good as the tools you have. Learn about the tools we use here at Adams Jette.
- Ogilvy on writing
- This issue features some wise words from a legend in our business, the late David Ogilvy.
- Keep it short, real short
- How much text should you reasonably expect people to read on one website page? Not much.
- The case of the invisible moose
- Carousel ads--those large banner ads that automatically change and that are often found at the top of websites--are hard to miss, right? Not necessarily.
- In writing, less is definitely more
- In an era of short attention spans and10-second sound bites, writing has to be clear and concise. Heres a trick to make sure it is.
- I'm here but they can't find me
- To be atop the Google search rankings, many try all kinds of tricks. Heres a better idea: offer great content and a superior user experience!
- I don't need no grammar or spel checker
- Do spell-checkers and grammar checkers really work? Well, sort of. You'd be well-advised to know their limitations, though.
- Unlock the door to success
- If you want your marketing copy to be truly effective, here are five questions you should ask yourself before you hit the keyboard.
- Stand out from the crowd
- What makes you different? What sets you apart from the crowd? Why should I choose you over and above every other choice, including doing nothing?
- Are your clients withering away?
- Your biggest source of future income will come from current customers. Are you nurturing those relationships?
- Value is in the eye of the beholder
- Make sure the value of what you are selling is obvious. Then, the amount you are charging might seem like a small price to pay.
- Smart marketing pays dividends--but only if you invest wisely
- If you want your marketing dollars to have more impact, invest wisely, keep a close eye on your rate of return and adjust accordingly.
- "My life needs a big Easy button!"
- People are very busy these days. Whatever the benefits of your offer, if "making your life easeir" is among them, make sure people know it. They will thank you for it.
- Want to stand out? Then stand up!
- Just having a website is not enough. Here are two ways to make sure you can be found.
- Here's an inexpensive way to test your website
- Simply sit some people down in front of your website, give them some tasks to do and have them "think out loud" while trying to perform them. Simple, yes. But inexpensive and effective.
- Are discounts really necessary?
- Here are two ways to attract customers that don't involve giving discounts.
- In the spirit of giving
- To many people, selling is painful. Change your mindset and you will find more success. Here's how.
- Get the cart out in front of the horse
- Website? Newspaper ad? Brochures? Before you start thinking about how you are going to deliver your message, there are two other things you must do first.
- Is yours a "service" or "product" culture?
- A product culture sells stuff. A service culture helps people. Which one do you have? Which one do you want to have?
- The best of service, the worst of service
- Here's a story about a company to whom superior customer service seems to come naturally.
- The hidden cost of typos
- Are typos and murky writing worth the potential loss of revenue or customer loyalty?
- PR 101: Never miss an opportunity to impress
- The Ontario government recently gave us a cheque in the form of a tax rebate. It was a huge public-relations opportunity. Unfortunately, they missed it. Don't make this mistake.
- Customer service isn't a department, it's an attitude
- Don't go in thinking about how you can sell to this person. Instead, go in thinking about how you can help this person. That's where you'll find success.
- Electronic coupon-clipping knocking them dead?
- These services--think Groupon and many like it--are all the rage. But who really wins?
- Does networking pay?
- Networking is a great way to build business. It isn't something that happens overnight--or at one meeting. But it's these relationships that can help sustain your business for years to come.
- Give 'em what they want
- Your website must make task-completion fast and easy. When it dopes, you will quickly move your visitors to buy--or buy into--whatever it is you are selling.
- Should I use testimonials?
- If you have low-quality products, terrible customer service, irregular hours and fly-by-night dependability, testimonials are probably not a good choice for your business. If you are anyone else, however, you should be collecting testimonials and making them work for you.
- Back to basics
- It's amazing how often really bad writing and really bright people find each other. Whether it's because they don't think it's important or they are in too much of a hurry, simple and easy-to-fix errors can make you look, well, not so smart.
- Being different is just the start
- In a marketplace with hundreds of thousands of categories and an exponential number of people willing to sell to us, being different may not be enough.
- Don't forget what's important
- Here, you will read about three questions you have to ask yourself every time you run into a customer-service issue.
- Good stuff, served randomly
- Here are some studies and assorted research statistics that are useful, if only because there is a quick lesson to be learned.
- If only I could find the time...
- This marketing column isn't about marketing at all. It's about getting organized (so you have more time for marketing!).
- "...the consistent quality of our exceptional service."
- The founder of the Four Seasons Hotels and Resorts chain, Isadore Sharp, has a simple philosophy that has enabled him to excel in the service industry: Believe in people and they will believe in what you are trying to achieve.
- Even crossing guards are selling something
- No matter who you are or what you are selling--a product, a service, a vision, a program, an idea or even road safety--know what your customer needs and you will meet with greater success.
- Let the dog do the barking
- When you hire an expert--whether it's a plumber, a real estate agent, a lawyer or marketer--your best chances of success reside in taking the advice that's offered.
- Websites, they are a-changin'
- Once upon a time, people searched for your organization, landed on your home page and then tried to navigate to what they needed. Not anymore.
- Content is not king!
- Having great website content is just the beginning. You must also make it easy to find.
- Do you have Shiny Object Syndrome?
- It's not about time management. It's about focus. And getting the job done. Stress-free.
- Think inside the box
- Instead of silly stunts, why not deliver extraordinary products and services as a way to stand out? If you are truly extraordinary, you can count on that being a real differentiator.
- Do you know who your friends are?
- Treat clients as you would your best friend. Because in the work world, they really are.
- Taglines? Who needs 'em?
- Can people tell who you are, what you do and what's in it for them just by looking at your name and tagline? If they can, you have a lot less selling to do when they walk in the door.
- Giving back is good for business
- Whatever you are doing as a socially responsible company, realize that it is making a difference not just to the community but to your business.
- Losing subscribers? Here's why.
- So, don't just load up the newsletter and fire away. Choose your content carefully to ensure it truly fits your audience.
- Life was simpler in the good old days
- Sure, you might have enough technology, choices and features on your website to stun a bear. But if all he wants is the honey jar, can he find it?
- The multitasking myth
- If, at the end of the day, you're convinced you've been extremely busy, but can't point to any real accomplishments, you must read this article.
- Jargon can hurt, not help
- Jargon isn't always bad. Just don't let it become a barrier to communications with those who are not in the know.
- What's in a name?
- Harvard Business Review reports that the lifetime revenue stream from a loyal pizza buyer is $8,000. A loyal Cadillac buyer? $332,000. A corporate purchaser of commercial aircraft? Billions. Yes, knowing your customers names is critical.
- Today's article is bought to you by the letter "F"
- Eye-tracking research shows us where people look for information on a web page. If your web pages dont "F"ollow the rules, it may not be getting the attention it deserves.
- These guys are pumped!
- A lot of places claim to put the customer first--heres one that actually does it. The result? Improved revenues and a happier work environmenthow .
- Here's some good advice...
- Be nice to people. Everyone. Because you never know where your next big sale will come from."
- Marketing in a recession
- This is not the time to sit quietly and wait for the recession to end. This is a time to get out there and grab some of that well-deserved market share.
- Your brand is not your name and logo
- You brand is everything people think about when they think of you. In other words, you determine your name and logo but your brand is what your customers say it is.
- Taking aim: Successfully pitching to the media
- Reporters and editors are very busy people and competition for their attention is fierce. But if you give them something relevant, interesting and new, they will be interested.
- "To be or to be."
- Typos are, at the very least, embarrassing. At most, they can be very expensive. Here are some tips to help you look your best.
- Are your claims credible?
- If your marketing material contains junk science, it can harm your reputation--and your sales.
- Stack your team with top performers
- Here are four things to look for when you are searching for top talent.
- What's in it for me?
- If you talk about benefits, you'll sell more products and services. Guaranteed.
- Are bullets killing your message?
- Whether you use bullet-point lists in your emails, advertising, promotional literature, departmental reports or newsletters, those little marks sure do come in handy. But are you making the best of them?
- Everything I know about sales, I learned as a Boy Scout
- When trying to make the sale, you must be prepared for objections. Heres a three-step process to help you do just that.
- A kind word is just the beginning
- If all you do is say thanks when you get a positive response from your customer, youve missed three great opportunities to increase sales.
- "I can't stand selling!"
- Expose yourself to knowledge about selling. You'll fear it less while enhancing your success--and your bank account.
- What's your Marketing IQ?
- Take this test to discover your Marketing IQ. The answers might surprise you.
- Do you need professional help?
- Whether you need help with your car, your furnace or your marketing, consider using the expertise of a professional.
- Is your client just another transaction?
- Research shows that more than one-third of the perceived value of what you are selling is based not on the product or service you provide, but on your relationship with the client. Here are several ways to help improve your client relationships.
- "Hey," she said, "don't touch my Harley."
- Marketing to women can be a goldmine. And it can be mined without "going pink" or alienating men. You can have it both ways!
- Marketing department, we have a problem...
- Here are nine indicators that your marketing department has gone off the rails.
- Is there madness in your methods?
- To be successful, you must determine your market, your message and the methods of delivering those messages. But doing these things in the wrong order can be a sales killer.
- I'm taking my wallet and going home!
- Why do customers abandon you? Heres the research.
- Unlock your website's potential
- Presumably, your products and services help meet your customers' needs. You website should, too.
- What's your brand?
- Your brand image is what your clients say it is. Good? Bad? Indifferent? They decide. People are going to have an opinion. Your role is to do everything you can to influence it.
- Keeping your eyes on the prize
- Perhaps the most pervasive problem today for organizations big and small can be summed up in one simple phrase: a lack of focus. And it happens in three distinct areas.
- Is your marketing creative enough?
- Dancing apes in sequined briefs may get your business attention but it won't much matter if you don't also give your audience a real reason to buy.
- Get your emails read
- If you want your emails opened, give the subject line the care and attention it deserves.
- Looking good!
- Are you sabotaging your reputation inadvertently because of errors on your website or in your brochures, annual reports or other public documents?
- It's who you know
- Referrals can make a huge difference in your revenues.
- Get more people to buy--or buy in
- No matter what your field, sector or industry, you are a salesperson. And the more you know about your product, the more success youll find.
- It's because you are special
- Your unique sales proposition should be the cornerstone of your entire marketing or communications plan.
- Here's an easy way to stimulate sales...
- Dont like cold-calling? Either do we. Heres how to warm things up.
- One of your best marketing tools is FREE!
- You already use it every day. Now start using it to your advantage.
Adams Jette Marketing + Communications Inc.|
33 Roydon Place, Suite 206
Ottawa, Ontario K2E 1A3