About 17 years ago I learned about an inventor, entrepreneur, all-around good guy named Doug Hall.

Doug is involved in marketing and has his own radio show, more on that coming up.

He comes up with all kinds of marketing ideas for people from many walks of business life. If you’re familiar with Celestial Seasonings Tea (that you see in the grocery store with its own section) a lot of the packaging is the work of Doug Hall and his Eureka Ranch, where creative brainstorming sessions are conducted.

A typical session is described like this- The participants gather to toss around ideas in free form style. They will play games and involve toys to facilitate thinking outside the box. Then, they switch gears and seriously compile the ideas for consideration. This method has resulted in hundreds of marketable concepts for clients of Eureka Ranch.

Brain Brew is Doug’s radio show. It started airing on PRI- Public Radio International, then has recently switched over to the internet radio site. The show is still an excellent source of ideas and friendly banter. I am featuring it here so you can sample it for the special flavor and inspiring moments that occur.

Enjoy and check out more of Doug’s work here.

The Brain Brew radio show over to the right will be a fixture here. You’ll get the same show by clicking the radio boxes either in this post on in the side bar.

This letter has very little to do with Charlotte, or Search Engine Optimization , or even marketing. But I wanted to share it because it has meaning-

It is from Warren Buffett-

In 2006, I made a commitment to gradually give all of my Berkshire Hathaway stock to philanthropic foundations. I couldn’t be happier with that decision.

Now, Bill and Melinda Gates and I are asking hundreds of rich Americans to pledge at least 50% of their wealth to charity. So I think it is fitting that I reiterate my intentions and explain the thinking that lies behind them.

First, my pledge: More than 99% of my wealth will go to philanthropy during my lifetime or at death. Measured by dollars, this commitment is large. In a comparative sense, though, many individuals give more to others every day.

Millions of people who regularly contribute to churches, schools, and other organizations thereby relinquish the use of funds that would otherwise benefit their own families. The dollars these people drop into a collection plate or give to United Way mean forgone movies, dinners out, or other personal pleasures. In contrast, my family and I will give up nothing we need or want by fulfilling this 99% pledge.

Moreover, this pledge does not leave me contributing the most precious asset, which is time. Many people, including — I’m proud to say — my three children, give extensively of their own time and talents to help others. Gifts of this kind often prove far more valuable than money. A struggling child, befriended and nurtured by a caring mentor, receives a gift whose value far exceeds what can be bestowed by a check. My sister, Doris, extends significant person-to-person help daily. I’ve done little of this.

What I can do, however, is to take a pile of Berkshire Hathaway stock certificates — “claim checks” that when converted to cash can command far-ranging resources — and commit them to benefit others who, through the luck of the draw, have received the short straws in life. To date about 20% of my shares have been distributed (including shares given by my late wife, Susan Buffett). I will continue to annually distribute about 4% of the shares I retain. At the latest, the proceeds from all of my Berkshire shares will be expended for philanthropic purposes by 10 years after my estate is settled. Nothing will go to endowments; I want the money spent on current needs.

This pledge will leave my lifestyle untouched and that of my children as well. They have already received significant sums for their personal use and will receive more in the future. They live comfortable and productive lives. And I will continue to live in a manner that gives me everything that I could possibly want in life.

Some material things make my life more enjoyable; many, however, would not. I like having an expensive private plane, but owning a half-dozen homes would be a burden. Too often, a vast collection of possessions ends up possessing its owner. The asset I most value, aside from health, is interesting, diverse, and long-standing friends.

My wealth has come from a combination of living in America, some lucky genes, and compound interest. Both my children and I won what I call the ovarian lottery. (For starters, the odds against my 1930 birth taking place in the U.S. were at least 30 to 1. My being male and white also removed huge obstacles that a majority of Americans then faced.) My luck was accentuated by my living in a market system that sometimes produces distorted results, though overall it serves our country well. I’ve worked in an economy that rewards someone who saves the lives of others on a battlefield with a medal, rewards a great teacher with thank-you notes from parents, but rewards those who can detect the mispricing of securities with sums reaching into the billions. In short, fate’s distribution of long straws is wildly capricious.

The reaction of my family and me to our extraordinary good fortune is not guilt, but rather gratitude. Were we to use more than 1% of my claim checks on ourselves, neither our happiness nor our well-being would be enhanced. In contrast, that remaining 99% can have a huge effect on the health and welfare of others. That reality sets an obvious course for me and my family: Keep all we can conceivably need and distribute the rest to society, for its needs. My pledge starts us down that course.

Thanks for the perspective, Mr Buffett.

Penny Lane ( Kate Hudson)

Just 99 cents!

When I start to think my Charlotte Marketing and SEO – search engine optimization -can get complex, I am reminded of the year 1876-

Melville Stone wanted to sell a Chicago Newspaper for a penny. This would compete with the nickel papers that were top dog.

Pennies were scarce so Stone talked shop owners into lowering prices to both create change and raise a bargain spotters eyebrow.

It worked—folks had change in their pockets and the penny paper sold.

Oops…

A shortage of pennies soon developed so Stone went to the Mint and got barrels of them to keep the flow and the paper going.

So today we still have items all over the world priced at a major savings of 99 cents.

4.99, 5.99, 99.99.

It works even today

Play with a person’s perception—blatantly—and they will go for the lower price—even for a penny.

Oh, but we leave pennies all over the sidewalk and in that jar on the shelf .

I would think that in the year 2010, shoppers would be more savvy, and maybe they are.

Seven is the New Nine

If items were priced at a rounded off number maybe consumers would be just fine with that.

But testing sets the bar and prices remain at $.99.

Except, of course, on the Internet where it is $.97 , or $97 or $1,997 — you get the idea –

Red tag sale-

While we’re on the subject, what about a 20% off sale? Would 21% off catch your eye quicker?

Of course it would. So why do merchants stick with rounded off percentages? Tradition.

Same reason we set prices at 99cents. Tradition.

Moral of the Story

Value perception really is everything.

People drive way out of their way to save three cents on a gallon of gas and step over that much on the sidewalk daily.

As for me, I buy generic baking soda. Works great and look what I found– it’s not 6o cents, it’s just 59 cents. Lucky me. On sale.

And so an idea evolves. From a marketing idea to a Charlotte SEO blog.  A wink back in time long before search engine optimization was or any such nonsense.

From SEO , to radio , TV, the New Google TV, Social networking, and Direct mail.

Charlotte, New York, Hong Kong-

It is all about connection, information, and follow-through action. If a newsletter represents your company or business in a way that can accomplish all these things then by all means have one. A newsletter can be an expanded business card for you. It can update your clients on –

• The fact that you are still around which is often important in that some past clients simply don’t know that you’re still doing business.
• What your services are and how they can add value to your potential clients outcome.
• How to get in touch with you.
• How you can best serve your potential clients and customers.

Getting the Word Out

A newsletter is simply a continued way to maintain contact and give information which will hopefully directly or indirectly add value for your clients.

The form that a newsletter takes can be the traditional paper bulletin that goes out through regular mail.

A newsletter can also take the form of an e-mail publication, a website post, or a website unto itself.

You can also send a newsletter via text message and in today’s technologically advanced world a newsletter can take the form of a video.

As usual, it’s important to recognize the value structure of your customer and communicate directly to their values.

What DoThey Like?

For example- a college sports fan will relate more readily to things pertaining to sports, collegiate life, an age group that resonates with those things, and other values that make sense to a person who appreciates that.

A NASCAR fan might fall within that same category but-again- might not. You need to take a look at the demographics age group and values of your target audience and be sure you are communicating directly with them.

This seems almost ridiculously simple to even mention,

but an awareness of values can make the biggest difference. If you want a clear understanding of values marketing check out the story of the Dixie Chicks and how their career changed overnight based on a few simple values in a politically charged atmosphere.

Of all the ways to present an idea, there is one that is most effective.

This method has been

• studied,
• analyzed,
• pondered,
• researched
• and tried

until it just flat out wins the prize for best, most effective way to communicate.

No kidding

Here it is, from human developmental specialist Bill Torbert. Bill is an associate of Suzanne Cook-Greuter, one of my favorite people on the planet.

Step one- Frame what you are about to say- Put it in context. This is important because most people have not a clue where you are coming from ( out of the blue usually ). When you frame it with context, they know.

Step two- Advocate. Tell what you want. If you want to change a local street name to Conan O’Brien Boulevard, then say so.

Step Three- Illustrate. Show what it will look like or describe it in a way that brings it to life.

Step Four- Ask for others input. Be open to new twists on your idea. Solicit feedback and opinions.

Using this formula will get you the best communication possible more often than not. It’s a way to stack the odds in favor of accuracy when you’re trying to get an idea across.

Bonus info

Here’s the interesting thing about these four steps. The middle two are self centered and the way manyfolks ( including me) usually jump in to a typical talk.

The outer two are other centered and create a balance for the overall communication.

To be blunt-

Jerks use the middle two pretty much all the time.

More diplomatic people use all four together in an artful style of talking that gets best long term results.

This style of talking and writing can be used

• on the phone,
• in sales letters,
• emails,
• and with family members.

It gives you the best chance of having the best communication and it is simple to do.

Here’s an example of how you could use it-

Let’s say you have a sudden need for food for an event.

You walk into a chicken place and have two choices.

1-     You can use steps two and three and blurt out ” I need 50 pieces of chicken put in boxes and ready to go in 20 minutes.”

2-      You can use all four steps.

(1)”Hey, how are you? We have a group of 30 people to feed, they are already gathered at the community building and getting hungry.

(2)I would like 50 pieces of chicken to go.

(3)If you could pack the chicken in boxes and recommend some extras like side dishes that would help too.

(4) I’d also welcome any suggestions you have from the menu as I’m sure you’ve got experience in this sort of thing.

As simple as this method is, it can make a huge difference in the effectiveness of your message.

Next…

Some people don’t want to use it. It doesn’t fit their style.  The funny thing is, they end up using the middle two steps and get a short circuited, limping result and wonder why.

Using this full method takes patience and extra effort. It feels a bit longwinded sometimes, but it works.

Give it Your Best Shot

A listener or reader wants compelling information at the very start of your talk, speech, interview, blog post, lecture. Give me something that peaks my interest at the beginning.

The first few words mean a lot. It is best not to waste them with a boring introduction.

Begin  with

* news,
* self interest
* curiosity.

Hey, Pass the Remote

Do you remember the early days of cable TV?  There was a lot of really bad content on obscure channels.

Movie channels slowly made things better but still, there was a glut of boredom.

I sift through thousands of blogs, podcasts,  TV and YouTube interviews trying to get to the best of the  content. It can be a challenge.

Ready?…Go!

I say let’s start by cleaning up intros.

There are some excellent blogs on the internet that get straight to the point. Frank Kern always does. Outspoken Media is pretty good, Brian Clark and Aaron Wall. Some others seem to be convinced of the  the ‘agonizingly long post’ school of thought.   But that’s a different story and another post.

Example of Good to Great

Larry King is the master of interviews. Watch and learn .  No long, wordy intros. Larry just blurts out a question and waits for a response. So simple it hurts to watch anyone else stutter and stammer and search for words and hem and haw…and finally make a four word sentence.

Re Runs of Friends

Friends, the TV show-  starts with an interesting moment. A hook. Something you can laugh with or hang onto. Then  comes the intro music and we’re quickly back into the show. Nice.

Here’s Your mission

Notice how many horrifyingly long introductions there are on podcasts, blogposts, You Tube and others.. It is amazing.

Like a world wide plot to drive me over the brink.

It’s easy to find videos, posts and interviews you can listen or read two minutes into with nothing at all to hang your hat on.

Stop this. Add up the hours the world is wasting with filler.

Give them a Ticket.

When you find such an  introduction going on and on, a long bio, a tease, another tease, a list of what we are about to do ( yes, I am aware of the formula –’ tell them what you are going to tell them’) leave a comment linking to this post.

How about no intro at all?

Honestly, I don’t know if I can ever click play on another podcast. I  fear that the next eight minutes of my life will be thrown into an abyss.  It’s like grabbing an electric fence. I have been neuro-linquistically programmed against content.

Presenting -The Untro. Just do it.

Here’s to better writing, podcasts, videos, speeches, radio shows and  SEO . Charlotte today… tomorrow- the world.

But there is plenty of evidence that people like traditional ways of doing things.

There is a place for cliche. I find it year after year, decade after decade. People actually want to feel the security of familiar words and phrases.

I have seen and even personally written guideline booklets  on writing copy that listed rules like this: ‘Never use old cliche phrases. Always find a new way to word an old thought’.

But that simply does not hold up in real world writing. I have seen the pattern so many times that I now think it is misguided for a teacher to instruct students to always find a new twist.

Yesterday, I heard a radio DJ announce an ad that started,

“Mothers Day is just around the corner.”

Yes. Every holiday and celebration is ‘just around the corner’.

What an old, tired, stale phrase.  But people want to hear it.

For many, there is a certain security in the familiar. I have come to understand that audiences are in a highly focused mindset.

For my own clarity I think of it as a trance.

People want their values reflected back to them.

They demand it. They will fight for that sense of security.

If their values are predictable, and they all are, then using those values, objectively, gets results.

Values keep people in a happy, secure trance.

Think about it. Most of us feel comfortable with our first language. There is a security and sense of home base in it. The reflex to return to it is a natural gravitation. It feels right.

Same thing with cliche. Sure, it’s old and worn out but that’s what makes it so dependable. It has value and value gives us meaning.

Meaning gives us identity. To take away cliche is to threaten personal identity.

Examples:

• It’s back to school time
• you’ll be glad you did
• drive a little save a lot
• open nightly till nine
• while supplies last
• void where prohibited
• Christmas is just around the corner
• pass the savings on to you
• for the whole family
• that new car smell
• kids 12 and under in free
• dear old dad
• for more information.

Everything is old at some point. Like the old familiar songs. Still people want to learn blues guitar and sing the old way. It’s a release.

When a phrase has been observed long enough, it is no longer a subject. It becomes object.  Like practicing slowly

until you get fast on speed guitar. (OK, enough guitar analogies–hey, at least they are not sports analogies.)

That makes it obvious except to those who still see it as subjective, personally identified with it.

It is amazing, the invisible glue that holds cultures, families, couples, businesses, individuals together.

Values.

Some of the copy samples on this site contain cliches.

Yes, a writer should be able to find new words for an old idea.

But, be aware that it’s not always best.

One- Stage a live broadcast. It builds excitement, a sense of urgency in a one-time event. A live ‘remote’ can get results like nothing else.  A radio personality on the air, in person, at a store is out of the ordinary. Getting attention is important to building a relationship.

Two- Give your client a unique, memorable on air feeling with a jingle.
This is a tried and true method of delivering a special signature sound . It creates association, familiarity, and sales. Jingles cost a little extra up front but the long lasting benefits can be the best advertising investment.

Three- Develop a series of radio ads with a recurring theme. A fun soap opera dialog between a man and a woman could be a vehicle to carry your clients message week after week. There are endless themes to choose from. Police officer to stopped driver, two ridiculous roommates, bartender-patron, and child to parent. Jingles also fall in this category and when you have one it adds to the familiarity and identity of the message.

Four- Build a campaign that will last over a longer period of time, giving your client a chance to build momentum. A series is a good way to accomplish this. A real estate office could feature a different home or community each week. A restaurant could highlight a certain favorite dish. Series’ can be stretched out over a year and recycled
Giving you repeat sales that a one shot ad just won’t do.

Five- Use the clients voice on the radio. This can give a distinctive sound signature to each ad plus it uses an authentic spokesperson for the ad. I suggest breaking it up with an announcer’s voice or other for contrast. Never use a character voice for the entire spot. It can become old fast and takes away from the attraction.

Six- Produce a shorter version of the spot and run it as an additional schedule. Even a little extra is added exposure for the client and added sales for you.

Seven- Bonus tip! Use a local celebrity as the spokesperson for the product or service. This is similar to number five but with the added benefit of versatility. You can change ‘spokespersons’ to freshen things up. You might even try a combination of client voice and spokesperson.

For even more ideas on how to make this happen today contact me.

Remember, when you listen to good radio production there’s more to ads than meets the ear.