Timing is Everything

I just received an e-blast from a major New York steakhouse with the subject line, “Need a drink?” Um, it’s 10:00 a.m., so the answer to that questions is “no.” hurricane

Obviously the steakhouse is advertising a new cocktail promotion but at this hour of the morning, people are still on their first or second cup of coffee. An email like that should not be distributed until late afternoon when most people’s work days are winding down. Messages need to be timed accordingly so audiences will read them at just the right moment. For my clients, I generally try to opt for 10 or 11 a.m. (when many are caught up and settled in at their desks), or after lunch.

I actually deleted the email from the steakhouse but decided to retrieve it to take a peek at the content….which brings me to my second point:

If you’re going to send an e-blast to customers, make it worth opening. Why not include a striking visual of the martini you’re promoting, or better yet, a happy couple sipping the martinis? When I opened this particular restaurant’s e-blast, it was simply a yellow banner with links to the restaurant’s social media pages. No imagery, no copy. Just lots of white space. That tells me that the steakhouse just threw the email out there; to send it just to send it. If you’re not going to make an effort to jazz up your content, how can customers be sure that you’re going to make an effort in the kitchen or at the bar? It’s just plain sloppy marketing.

My third and final point has to do with frequency. It drives me crazy when I receive too many e-blasts from one particular business or organization. In the case of the steakhouse, I get one a week, which in my opinion, is way too often for a restaurant. Eating and drinking establishments should save mass email distribution for special occasions, like New Year’s Eve and Valentine’s Day menus, or Open Mike nights and poetry readings. In the case of nonprofits, you can get away with greater frequency (especially during end-of-year appeals, but even those emails should be spaced out accordingly). In each instance, messaging should target a different angle or program to vary the content and keep people reading.

Bonus point: Don’t forget about social media. Before drafting your e-blast, think about it: is this the right communication channel for this particular message? If you’re running a campaign, perhaps the information needs to go viral. In that case, social media is definitely the way to go. Using hashtags and tagging the appropriate contacts are surefire ways to drum up traffic and place you in the spotlight.

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It’s Time for March Madness

Came across this Bloomberg article today about March Madness fueling employees’ productivity:

https://www.bloomberg.com/news/articles/2017-03-14/ncaa-tournament-2017-march-madness-can-make-you-more-productive

I tend to agree. If employees bond over office pools and brackets’ success, why should companies cry “foul” if their staff take a timeout to enjoy the madness? Camaraderie is a known morale and productivity-booster, so if participating in the annual pool or watching a few minutes of a game makes coming to work more fun, I say go for it. It’s a win-win!

 

 

Getting Motivated on a Soggy Monday

cloudsToday I am blah-gging. Not blogging. Blah-gging. I, along with many it seems, have the Monday blahs. It’s been chilly and rainy all day, after a weekend that saw 60 mph wind gusts, thunderstorms, even snow in some places. Opening Day at Yankee Stadium? Ain’t happening today. Happy Spring…

Okay. Enough venting. So what to do when you’re a professional writer and you’re just not feeling it? Here are my top tips for staying motivated and lifting the clouds:

1. Martini in the Morning – No, I don’t mean drink a martini before Noon. I’m referring to the Internet radio station that cranks out lively tunes from classic crooners like Frank Sinatra and Tony Bennett. Listening to these playlists is sure to put some pep in your pen and brighten up your day. http://martiniinthemorning.com/

2.  #Connect – Before getting lost in Microsoft Word, try traveling the Twitterverse for awhile. Not only will you catch up on the latest news, chuckles and trending topics, it’ll give you a chance to shout-out your tweeps and see what they’ve been up to. And who knows? You may even find your next topic to write about.

3. Fuel your Productivity – If you’re aiming to complete your next great story, get into the groove with outside projects that will help build momentum and boost your productivity. Blogging is quite useful (hey, that’s what I’m doing right now!), since it organizes your thoughts and gets your creative juices flowing. Catching up on emails is another favorite of mine. Whether you’re reaching out to story contacts or cleaning out your inbox, the sense of accomplishment you feel can help trigger more motivation, inspiring you to gets those magical words out to make your story shine.

Long live the business card

Remember when business professionals always carried a card on them? “Here’s my card,” was an undeniable part of business speak, especially when wheeling and dealing.

Now, you don’t see that as much anymore. You’re referred to people’s LinkedIn profiles or Facebook pages or Twitter handles. One quick search on all these sites and you’re able to connect with a person in minutes.

While a lack of paper business cards might be good news for tree-lovers, I think it’s getting in the way of our identities. A business card is an extension of our brand; it’s a way to present your contact information in a compact, portable channel – something that people can keep handy when they want to give you a ring or drop you an email. If people want to find you on social media, your handle names are right there on the card – all in one place.bizcard

Sure, not having business cards means less to carry and yes, it is a cost-saver if you don’t create them, but if you want to build a business rapport with someone, you must carry some with you. It’s simply more personal. And most importantly, they make you stand out. They have your unique design on them. You’re not just another LinkedIn profile blended together with all the other Richard Joneses or Jennifer Smiths.

Heck, even in the social scene, people don’t write down their phone numbers any more. If I meet a guy at a party, he’ll tell me to find him on Facebook. Um, bad idea. Do I really need to see photos of his ex? Nope. A simple pen and paper to write down a phone number is fine; but nobody carries around writing instruments any more (except us writers).

Socially, people also type their numbers into people’s phones. “Put in your number and I’ll text you so you have mine.” What if I don’t want your number in my phone? What if we go out once and the date is horrible? Yes, you can delete the number easily, but there’s something about physically holding a piece of paper (or a business card) that’s more relaxed. I feel comfortable knowing that the number or email address is there should I decide to reach out. Once a number is programmed into a person’s phone, it immediately leads to a deluge of texts. It’s added traffic I don’t necessarily want. You don’t make the address book cut unless I know there’s going to be a repeat connection.

On a sentimental note, I’ve cherished cocktail napkins or post-its containing names and numbers of guys I’ve liked. They become warm and fuzzy mementos of the time we met. You can’t say that about an electronic contact; they’re just digits in a phone sandwiched between your accountant’s and your hairdresser’s.