Scott's Blog - Page 55 of 63 - Scott Flood Writing

HAVE NO FEAR OF THE HUMAN TOUCH

September 8, 2010 by Scott Flood

It’s often been said that people don’t do business with companies – they do business with other people. Even if we do choose to patronize a particular company, our experience is shaped by the people representing that company. From the sales rep who handles your account to the cashier at the grocery store, all of those folks contribute to your impressions and satisfaction.

But when it comes to marketing messages and communications tools, many companies work very hard to dehumanize everything they do. They excise every personal touch and little insight. They file away at anything that could be seen as a human emotion or imperfection. After all, something from a business must be completely businesslike, right?

ELEPHANT? I DIDN’T SEE NO ELEPHANT

September 1, 2010 by Scott Flood

You didn’t see it? It’s right there. Right over there. You have to be able to see it! For criminy sakes, it’s an elephant! It’s huge! Are you telling me that I’m the only one who sees it? No, I’m the only one who’s willing to admit that it’s there.

You’ve probably heard the “elephant in the room” expression used before. Typically it comes up when the family is gathered for a special event, and everyone pretends that they don’t notice that Uncle Leonard is snockered again, or that Cousin Louise is wailing loudly in the corner. There are those nervous glances at one another, but if we all keep pretending, maybe nobody else will notice, either.

OUT-OF-TOWN AND CLOSE-TO-HOME

August 25, 2010 by Scott Flood

In my last post, I bemoaned the out-of-town printer that misspelled “Fishers” as “Fishus” on a pizza ad. Some would suggest that mistakes like that are proof that out-of-town service providers just can’t be as accurate as local folks. But an ad I created for a Louisiana bank back in my ad agency days proves that an out-of-towner who takes a little extra time and makes some extra effort can create a convincing local message.

The bank was opening a branch in Lafayette, a city in which they had never done business. Management didn’t want to be seen as the giant outsider coming to town, even though that’s exactly what they were.

WHY WRITTEN CORRESPONDENCE REMAINS IMPORTANT

August 18, 2010 by Scott Flood

Some time back, I received a coupon ad from a pizza chain. The ad, which was produced by some out-of-town printer or ad agency, included several familiar Indiana towns. It was designed to create the impression that the chain’s stores were really locally oriented pizza parlors.

But there was one town I hadn’t seen: Fishus.

WHOSE COLORS ARE WE SHOWING?

August 11, 2010 by Scott Flood

A nearby flag shop had a sign out front, encouraging patriotism and imploring passers-by to “show your colors.”

Next to the sign was a beautiful red, white, and blue flag.

NO MAGIC BULLETS – YET, ANYWAY

August 4, 2010 by Scott Flood

I’m a salesman’s kid, and my heart has a soft spot for those brave individuals who go out and try to convince other people to buy something or choose one product or service over another.

The advertising world draws a particularly effective breed of salespeople who work hard to convince companies that the medium or product they offer deserves a healthy chunk of the company’s advertising budget.

ANOTHER WRITTEN GOOF

July 15, 2010 by Scott Flood

From time to time, I’ll call attention to a badly written or inadvertently funny piece of copy.

One recent example was this headline on an online business newsletter: CEOs Pour Over State of Our Business Survey Results.

BUT WE DID THAT LAST YEAR

July 13, 2010 by Scott Flood

How much of what you saw or heard yesterday do you remember? Estimates vary, but the consensus tends to be that the average American is exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. And of those, you’re likely to remember just a couple – maybe a few if you really strain your memory.

For some reason, though, companies often believe that the audiences for their own marketing messages somehow remember each one in excruciating detail. So when given an opportunity to communicate again, they assume that only something fresh and new is appropriate.

WRITE SOMETHING, ANYTHING

July 8, 2010 by Scott Flood

One of the most common frustrations about writing is the inability to get started. Whether someone has to write something for work, for school, or for any other purpose, nine times out of ten, their struggle begins with the first words they need to put on the page.

Some people call it writer’s block, although most people who write seriously will tell you that block is an entirely different animal. Fortunately, this complaint is easier to address than real block.

TIME TO START OFFERING CONVENIENCE

July 6, 2010 by Scott Flood

An airline recently landed in Indianapolis, offering service to Branson, Missouri, a place that’s become a living wax museum for yesterday’s celebrities.

The airline’s publicity boasted about what a great value it offers – and at face value, it sure looks that way. Airfare is just $59. If you want to bring more than a change of clothes, you’ll have to add another $15 for the first bag, but that’s still a pretty good deal.