Monthly Archive: March 2012

Have Faith In The Channel

Vivian Schiller, NBC News’ Chief Digital Officer, is an orthodox minister in the House of Content.

The concept of “platform agnosticism,” the notion that legacy media companies must have their content on all digital outlets is “completely wrong,” she preaches.

Schiller says, “it’s critical for news organizations to succeed to be platform orthodox. To think about the actual platform itself, how people use it, and create an experience around your brand that is native to that platform.”

Of course, ad agencies also like to claim that they’re platform agnostic, even when they’re clearly a TV shop, or a direct shop, and so on. It’s the new “integrated marketing” this platform agnosticism, and we know how that promise worked out.

Schiller adds, “Brand is not just the quality of my news report…It’s important to think about usability, the way that the audience interacts with your brand, rather than purely about the content itself.”

In other words, the consumer doesn’t own your brand, as some have claimed, but how consumers react to it in various media defines your brand.

Speed Dating Is Not Our Thing

I recently learned a hard lesson about the need to pre-qualify prospective new clients that come knocking. Our natural response as “people in business” is to welcome the knocks and listen intently, hoping to identify the challenge that we can efficiently and elegantly solve. But we must also listen to the warning signs that are often plainly evident from the beginning, or trouble is likely to ensue.

In the great majority of cases, when client and agent are not on the same page, the result is no more work for the agent following the completion of the open project. Sometimes however, the client or agent can’t wait for a peaceful resolution. They must end it now. When a firing in either direction happens, you lean on the contract to determine the kill fee and move on. If there is no contract in place, both parties are at a serious disadvantage and the chance of an equitable resolution is scant.

In my recent off-the-rails experience, I heard the signals on the first call with the client, but brushed them under the rug, thinking I was premature or possibly wrong in my initial judgment. I wasn’t. What I heard on the phone that day from was enough for me decline the project, but I didn’t do that and I didn’t present a contract. Two massive mistakes that I don’t intend to make again.

Now to the tough part…how do I pre-qualify a client? It has to be a process that makes prospects feel more secure about working with me, and more excited to work with me. If, on the other hand, prospects head for the hills in a rapid about face, that too is effective.

I think a quick series of rather innocent questions will aid in the process:

1) Are you hiring for a tactical piece of communications, or are you looking to make an investment in your brand?

2) What percentage of your firm’s operating budget is reserved for marketing?

3) How do you feel about an outsider challenging you to think and act in ways that may make you slightly uncomfortable?

4) How do you spend your Saturdays?

The first question addresses the nature of a client-agent relationship. Great work comes from long term partnerships where there’s a lot of trust. It does not result from one-offs.

The second question addresses money head-on to help determine if there’s a match. But it’s more than that, because when the answer is, “no, we don’t have a marketing budget,” or, “we have one, but it’s very small,” the chances are the client wants a tactical piece of communications and a vendor, not a partner, to create it.

The third question is bald, and some might recoil from its shiny top. But it’s a good question nonetheless. When you hire a copywriter, or a creative team, you’re asking us to dig into the heart of your operation. To see what is special there, that might then be presented in a memorable way to prospects and customers. More times than not, the brand and its managers, need and receive a realignment during this body check. But that’s not always comforting news, even though it feels good in the end.

The last question is there to encourage a personal story, in hopes that a real human connection can be made. A transaction of services for money is good, but long term partnerships are the ideal, and that’s what I’m aiming for.

Please Don’t Waste The Man In A Chair’s Time

Recovering MBA and founder of Shibumi Creative, Matthew E. May, reminds, “If you can sell to the man in the chair, you can sell to anyone!”

McGraw-Hill’s man in the chair, is of course, skeptical about what you might be selling. Because he doesn’t know who you are, what you do, what you’re made of, or why he should take time to listen what you have to say.

May spoke to Joe Webb, a small business consultant who focuses on B2B marketing trends about the classic ad from 1958.

“These questions are timeless, not just for B2B marketing, but for all marketing, and all communicators. Here it is, more than fifty years after the appearance of this ad, and it’s still very useful for outlining a comprehensive communications campaign, and it is all the more powerful because of digital and social media. It remains a clear outline of fundamental sales and marketing questions every business must answer, and they are only intensified today.”

I think the fourth challenge in the ad, “I don’t know what your company stands for” is crucial. It’s married to the reputation challenge, and in today’s information-rich, always-on culture, a consumer can cover the basics of an introduction very quickly, but establishing a high ground for the brand is something that takes an investment of time, human resources and money.

Advantages of A Writer-Run Show

I write copy. Hopefully, this fact is evident in all that we do. That’s my intention; hence, the company name, the tagline and this site where industry-specific content is freely and consistently given.

Perhaps you are asking what difference a fact like this makes. After all, lots of writers start agencies of one sort or another. For the buyer of marketing services it makes a huge difference, because writers are expert at wading through a sea of (often meaningless) data points to find that one foundational nugget that an entire campaign can rest upon. Yes, strategists do this work too, but it comes natural to writers.

For me personally, saying that Bonehook is a writer-run business helps me stay on track. I could easily steer Bonehook down the non-specialized path, where we use our abilities and connections to solve a wide variety of marketing problems for clients. That’s the standard route, and a path I know well. But it’s not why I am in business.

My goal is to get paid well to write well, and to help other writers get paid well to write well. Plain and simple. Thankfully, there’s a market for what I do, and with the rise of content marketing the market is expanding.

Would you rather see this post in a list? I can do that for you.

Five Reasons to Hire Bonehook as Your Content Marketing Team

1) We are fundamentally sound — therefore, we will focus our efforts on mining the shared points of interest between your customers and your brand.

2) We are proven — few writers have as many balls in the air as I do, and few creative directors have experience launching and running a multi-million dollar content marketing department (something I did prior to starting Bonehook).

3) We care about the right things — we care about your company, and the people who buy and use your products and services (sadly, too many of our competitors only care about industry award shows and other exercises in extreme vanity).

4) We celebrate the power of narrative — in our efforts to inform and entertain your best prospects and current customers, we will weave a thread today and another tomorrow and so on, ultimately creating a beautiful branded tapestry.

5) We believe in good times — making money is serious business, but no one’s going to pay attention to your incessant pitches all day, every day (please see point #1 above).