Tips for Writing Explainer Videos

Last year, we helped a client with text for a few explainer videos.

When they sent the draft text to us, they said they needed it trimmed to under 250 words to fit a 60-second video. Unfortunately, the text they sent was nearly 400 words.

They were trying to fit a lot in. They introduced two characters, explained their positions and their problems, introduced the company’s product, and then went on to detail every feature and benefit.

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Have you ever seen a shop with an empty display window?

So why are you leaving these digital spaces blank?

I don’t know about you, but I love window shopping. Even if I don’t need anything, it’s fun to see how some shops get very creative about the displays in their windows. Tailors in my neighborhood have some truly eye-grabbing ones.

And most stores will change their displays according to the season or the next upcoming holiday. One glance will tell you whether Christmas, Halloween, or Valentine’s Day is on its way.

Would you leave a shop window empty when you know it’s a good way to attract customers? I don’t think you would.

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She’s ruined “joy” for the rest of us…

We’re just going to step right out there and say it: Marie Kondo has made it impossible for anyone else to say that something should “spark joy” without being seen as a copycat.

But that’s okay. We should all be trying to find that one phrase that will be linked so closely with our business that no one can hear it without thinking about our business.

We’re thinking about this because we recently saw someone use the hashtag #sparkjoy on one of their posts.

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Before You Promote Your Event on Instagram…

I’ve been hanging out on Instagram a lot more lately (follow me here!), and I’ve noticed a big problem that small businesses and coaches are running into with event promotions – especially since so many people are now hosting online events.

Due to Instagram’s algorithm, you can’t be sure that your event announcement will be seen before your event happens! Your followers have no ability to see posts in chronological order, as they can with Facebook (the Most Recent option for the Newsfeed), Twitter (option to “See Latest Tweets first”), or LinkedIn (option for “Recent” instead of “Top”).

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Tips for Using Acronyms in Your Business Writing

Are you confusing and losing potential clients with your alphabet soup?

Did you know that CIA is not just the acronym for the Central Intelligence Agency in the United States? It’s also the acronym for the Culinary Institute of America.

If you are marketing your product or service to an international audience, you need to understand that not everyone will immediately recognize the acronyms you use. People who are new to your field might also not recognize an acronym! You don’t want to risk alienating folks or making them feel like “outsiders” when they don’t know which company or organization you are talking about.

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Take Your Text from Jargon to Cliché to Your Brand Voice

I have a problem with jargon. Many businesses think that using a lot of industry-specific terminology in their marketing materials makes them sound more impressive.

“Pimp your SEO for killer ROIs!”

But it doesn’t make you sound impressive. It sounds fake. It sounds like one of any number of jargon-spewing social media accounts I see out there featuring some 20-something guy in a suit standing next to an expensive car and claiming to make six figures per month. Continue reading

Does Your Website Sound Like You?

A recent client came to me because she wanted to redo her websites in English. One of the problems she told me about was the fact that her clients love her, but after getting to know her, they say: “You know, your website sounds nothing like you…”

Then, I was being interviewed for a podcast, and the host told me she gets the same reaction.

This got me to thinking about how the “voice” of your website works for or against you when you’re reaching out to your ideal client.

How do you stand out? How do you connect with your website visitors? Continue reading

What You Need to Know About Getting Booked on Podcasts

Looking to get booked on podcasts? Learn from my experiences.

At the beginning of 2019, I set myself the very modest goal of being interviewed for at least five podcasts — a small goal, yes, but one I felt I could accomplish among other goals for the year. At the end of 2018, I had published a book, Branding for Beginners, and I thought it would be a good hook for getting on podcasts geared toward small businesses. With so many podcasts out there, I thought surely I should be able to get interviewed by at least five.

In January, I joined a Facebook group for speakers and authors. This was good timing for me, because the beginning of the year seems to be when a lot of podcast producers put out calls for potential guests. Several podcast hosts posted in the group that they were looking for guests, so I checked out their podcasts and wrote to those I thought would be a good fit for me as someone who runs my own freelancing business and had recently published a book — I knew I could provide some valuable advice to their podcast audiences. Continue reading

5 Essential Things Your Pitch Deck Should Say About You

Guest Post by Peter Geyer, MBA

You have finally scheduled a meeting with a potential investor to fund your new company.

You only have a few minutes to convince them that you are their perfect future partner.

Your marketing department (you) has spoken with your controller (your co-founder) and your engineering department (both of you), and you have developed the perfect pitch deck to present to this investor. It has nice graphics, it has numbers, it has a description of your product.

The investor is not impressed.

But why? You have a great product and all you need is some seed money to make yourself and your investor millions. How could the investor not see your potential?

Maybe it’s because you didn’t address the 5 essential things that your pitch deck should say about you. Continue reading