Why Clarity Is Key

This post was originally written for my work blog over at ADwërks, so I thought I'd share it here too. Enjoy!

My wife and I recently made a road trip down to Springfield, Missouri. Unfortunately, we left from Sioux Falls around 8:00 pm. And it’s a 9+ hour drive.

The night we left, we ran into a problem. To make a long story short, some misplaced and incorrectly-marked detour signs added about 50 minutes to our already-9-hour drive. And since this all took place around midnight, our options for getting help were extremely limited (and I’m not even the stereotypical, never-asks-for-directions male that is portrayed in every travel-related movie).

All it would’ve taken was one or two more clearly marked signs. A few guideposts to ensure that we were on the right path. But there we were, wondering why the detour signs for I-29 S were pointing BOTH directions at a T-intersection.

However, even amidst all of the intense frustration and confusion, I realized that this scenario fits perfectly in the business world. Because, when it comes to sharing your message with your customers, it’s amazing how much a little extra clarity can do. Whether it’s encouraging them to pay for your product or service or simply asking them to support you on Facebook, giving your target audience clear, defined ways to accomplish a goal is essential.

If your Facebook page isn’t growing as quickly as you’d like, have you considered adding a “Like” button for your page on your company website? If your online sales are down, have you been sure to include a prominently displayed “Buy Now” (or similarly-messaged) button on your site? Small guideposts can make a big difference when it comes to keeping your customers on the right path.

Eventually we found our way, but it would’ve been much easier if things were clear the first time around. Make sure your customers aren’t suffering the same fate my wife and I suffered on our road trip. I can tell you from personal experience that clarity is, in fact, key.

-Mike B.

Do Your Ads Have A Purpose (Or Are They Just Filler Text)?

Another blog post I originally wrote for the ADwërks blog, but wanted to share on my personal site too. Hope you like it.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua…

Be honest. You thought we screwed up, right? You thought maybe one of us ADwërkers blew it and accidentally posted filler text in place of a thought-provoking, world-changing blog post.

Sorry to burst your bubble, but it was intentional. We wanted to demonstrate a point. If the copy, content or ads you produce do so little to inspire movement or ignite passion that they might as well be filler text, then it’s time to consider a stronger approach to your messaging strategy.

To be clear, this isn’t a matter of copywriting. It’s not a simple question of “does this ad get someone’s attention?” It’s a matter of whether or not your marketing reflects your company’s unique qualities and aspects.

If you’re a banker, think about your bank’s latest newspaper ad. Now think about that same ad with a rival bank’s logo placed over yours. Would anybody (besides you) know the difference? If you’re in the auto repair business, would anybody notice if your radio spot had a different shop’s name voiced over your shop’s name? If the answer to either question is no, then you have a problem.

Because if the ads you run are simply filler text like lorem ipsum, it’s time you consider a new approach. One that gets to the core of your business and shows the world what makes you unique. One that shows people the aspects of your business that none of your competitors can copy.

There’s a reason we at ADwërks emphasize handcrafted marketing as our calling card. Because in this day and age, if it’s not unique, it’s not going to be noticed.

And if it doesn’t get noticed, it might as well just be filler text.

-Mike B.

Photo by Mårten Björk. Thanks Mårten!

Driving brand management (in the real world)

I originally wrote this post for my work blog at ADwërks, but also wanted to share it here on my personal blog. Enjoy!

Imagine a perfect Saturday afternoon. You’re driving down the street when you look in your rearview mirror and discover that, seemingly out of nowhere, a large pickup truck is riding your tail and isn’t letting up.

Your blood boils. You’re already going the speed limit. In fact, you might even be going a few miles per hour over the speed limit. You think, “Why is this idiot so desperate to get past me?” Then you get over to let them pass and, as they speed by, you notice an “Anderson Construction” or “Jackson Bros. Plumbing” logo along the side of the truck. And you think to yourself, “Well I’m never using THOSE jerks in the future.”

Unfortunately, that’s what happened to me last weekend. Odds are you’ve experienced the same at least once or twice in your life.

As a business owner or manager, can you really afford to have drivers leaving such a negative impression of your business on potential customers? Of course not. But, for some reason, it happens more than it ever should as far as I’m concerned.

In an era where business owners are increasingly concerned about the next “viral campaign” or “engaging” on their Facebook page, maybe they should remember to train their employees on reputation management in other important markets like, you know, real life.

I know everybody can have a bad day and people are people, but if you’re going to slap your logo on the side of a truck and let employees drive it around town, remind them that they are no longer Johnny Anonymous. They represent your business now, and, unless your business doesn’t care for new customers, they should probably drive like it.

Think of it this way: A little bit of brand management from the start will do a lot to keep your employees from driving me crazy – and driving me away from your business.

-Mike B.

How about you: have you dealt with similarly frustrating experiences? As a business owner, have you trained your employees to represent your brand with class and professionalism? Let us know your thoughts on either question in the comments below.

Photo c/o nick@. Thanks Nick!