Say it again…and again…and again…

When you step back and examine what you say to potential customers, how consistent is your message?

Does your message say the same thing every time?

Or does it introduce a new thought to an audience that requires some time to absorb?

The wisdom of The Rule of Seven7

One of the tenants to which we adhere at Wellons Communication is The Rule of Seven.

The Rule of Seven says you need seven points of contact with your audience to convey your message.

Why does it take seven times to get your message across?

Because in today’s communications-centric world, people are overloaded with information. Emails, tweets, cable TV, apps, newspapers, and magazines…the list of the different media that impact consumers is long. The list of information they project on a daily basis is even longer.

Because there are so many messages impacting us daily, saying the same thing over and over again is critical to get one’s point across.

Fighting message fatigue

One of the characteristics aggressive marketers exhibit is that they are often the first to grow weary of message consistency. The general feeling often is “We’ve already told ‘em that,” followed by the launch of a new and different message.

The reality is that potential customers, as well as current customers, may not have seen your original communication — or are so busy dealing with their own business that your message has not had time to sink in.

We believe that consistency is key to effectively conveying whatever it is you want your audience to know about you. And that means sticking with a sound strategy and message without growing weary of saying it over and over again.

What’s the one thing you want your audience to know about you?

One of the benefits of stating — and repeating — your core message is that you take ownership of your communications.

That notion is comparable to the oft used “elevator speech” concept: if you have 30 seconds to tell your story, what would you say?

Drilling down to your core message, and re-stating it at every opportunity, helps you meet the Rule of Seven and reinforce the key principle that makes your business unique and even more importantly, valuable to your potential clients.

Fight the urge to keep changing the message

Marketers are smart people who have a lot of ideas and are eager to try them out to see if they can improve marketing results. That intelligence, however, can be a detriment if messages keep changing constantly.

Customers and potential customers don’t require a hit on the head to understand what you are saying. What they do require is seeing and hearing the same thing on a regular, consistent basis. It’s a philosophy that effective advertisers have used for more than a century and one that is adaptable, albeit in a different fashion, in publicity and public relations.

We encourage staying the course and communicating in a regular, organized, and consistent manner. It’s easier on your audiences to remember what you are saying and when they need you, easier to remember who to call.

If you are in need of well-crafted, effective communications that are results-oriented, call me at 407-339-0879 or email me at will@wellonscommunications.com.

Like the communications programs we advocate, we will consistently answer the call, always in the same fashion, and then look for new and innovative approaches that will help stretch your marketing dollar and improve results.

Say it with a smile: When humor works in communications

Take a look at almost every headline in today’s news. Terrorist attacks, investigations, tweetstorm responses – bad news (or the threat of bad news) is the subject of almost every headline.

In the midst of negativity, we at Wellons Communications have adopted an approach that positions our clients in a positive light and allows their message to battle its way though the clutter.

If you have already looked at the accompanying cartoon before you started reading, then you have personally experienced a strategic approach that is working wonders for our clients.WCCommunications

Our approach is humor. It’s an approach that gives your audience a time out – a reason to smile or laugh and break away from all the gloomy news that currently dominates the headlines.

Combine humor with visuals

Our use of humor is centered on a totally serious objective: conveying our client’s message in a way that allows that message to be noticed.

We strengthen our use of humor with eye-catching visuals.

We don’t always rely on the usual visuals like photos. Instead, we are frequently use cartoons to provide a unique point of view for our clients.

Each of the cartoons we produce is original and carefully prepared to serve as a platform for our client’s message.

The approach is affordable and in today’s grim-faced news environment, it is effective because humor contrasts to the negativity that seemingly dominates media attention.

Respect the power of cartoons to project a thought or message

Once you’ve looked at a well-crafted cartoon backed up by a clever caption, you can’t un-ring the bell. Your message has been projected in memorable fashion.

In an overloaded world of e-mails, Facebook postings and tweets, cartoons stand out. And that’s precisely why the cartoons we frequently use for our clients succeed.

Cartoons exemplify the creative approach we use for clients

The use of cartoon visuals and captions is not necessarily a new approach. However, in today’s overheated communications environment, it’s an approach that is, by its nature, different.

It’s a creative use of an old technique. And it is a technique that, when properly employed, stands apart from everything else.

If you are looking for affordable, creative, and effective communications programs that deliver results, give me a call at 407-339-0879 or email me at will@wellonscommunications.com.

I’ll respond at once (although not with a cartoon) with some preliminary thoughts that can kick-start or re-invigorate your marketing program. And that’s no laughing matter.

What companies can learn about crisis PR from the United Airlines leggings incident

On Sunday morning, a United Airlines gate attendant barred two teenage girls from boarding a flight from Denver to Minneapolis because they were wearing leggings. News of the leggings incident went viral, and within hours, United Airlines had a PR crisis on its hands.

The incident started when Shannon Watts, political activist and founder of Moms Demand Action, overheard the exchange and tweeted about the incident to her followers.

 

 

The airline responded to the public backlash with its own tweets to explain the incident.   

 

 

The company also issued a release explaining customers are welcome to wear leggings on its flights. The release explains that United views employee pass riders as representatives of the company and expects them to be appropriately dressed for flights.

 

 

Though United responded quickly to the crisis, customers, activists and even celebrities such as Chrissy Teigen and Patricia Arquette have expressed anger about the incident.

Jonathan Guerin, a United spokesperson, said himself the airline should have done a better job of responding to the situation. According to Reuters, Guerin said, “We’ll definitely take something away from today, but we’ll continue to engage with our customers (on social media).”

So what can other companies take away from this viral situation when facing their own crisis?

First, never underestimate the power of social media. Incidents today don’t stay contained, and with Facebook and Twitter, angry customers have an easy—and potentially viral—outlet.

Second, be sincere. Many considered United’s response to the issue stilted or unsympathetic. As per the Reuters article, Guerin said the company could have been more clear in its initial response to the issue.

Finally, have a plan for your social media outlets. United did a great job of responding to a potential issue quickly and telling its side of the story, but because the initial response was bungled, it backfired. Know what kinds of feedback you need to respond to, what you’ll say, and in what format you will respond.

After all, the best way to handle a crisis is to prepare for it before you’re facing it. If you need help crafting your plan, give us a call. At Wellons Communications, we have experience in social media and in handling crisis situations, and we can help you put your best foot forward. Give us a call today at 407-339-0879.

Social media delivers results

Social Media campaign blogMore than 80 percent of Americans have a social media presence. If you’re not using social media as part of your marketing strategy, you’re missing out.

Social media marketing can be extremely effective, and it doesn’t have to be confusing or expensive.

There are two main ways for you to use social media marketing effectively. First, there’s the organic reach.

Organic social media marketing is content you don’t pay for. If you’re in business, chances are you already do this or have at least thought about it. These posts are generally content-driven and help keep your customers up to date with company news. They can also further your company’s brand.

But because these posts are organic, they can easily get lost in the flood of things available on the internet to the point where your followers might not even see them.

Because of that, if you choose to go the organic route, it’s essential to develop a long-term plan for your posting. It’s also important to keep your audience in mind and create shareable content so you can reach new people.

Paid social media posts, however, can help you meet your goals faster. Through paid ads and boosted posts, you can target specific audiences and have a flexible budget. Money can go a long way on social media, because, according to Moz, the average cost is about $0.25 per 1,000 impressions.

To create a strong social media campaign, it’s important to take a few things into consideration.

  • Target the right audience. Paying for posts that are going to the wrong audience can deplete your budget quickly and deliver few results. Write your posts for the specific audience you want to reach and put some thought into who your ideal target is to create an effective audience.
  • Budget your campaigns. Learn from experience which posts generate more engagement and reach. See which posts have a higher relevancy in Facebook and which ones convert into paying customers. Tracking conversions over social media can be difficult, but, over time, trends may emerge.
  • Choose the right platform. Although 18- to 29-year-olds dominate social media sites, there’s a more even spread of generations on Facebook, according to Pew Research Center. Use the platform to your advantage. For example, if you have a visual product or experience you want to promote, Instagram may be the way to go.

At Wellons Communications, we have experience creating both organic and paid social media campaigns. From the beginning, we’ll customize a plan which can help your company gain new customers and grow the relationship with your current customers. Give us a call today at 407-339-0879 to see how we can help your business grow to its fullest potential.

Let’s be clear: Why clarity is essential in your communications

With a multitude of changes unfolding as 2017 moves forward, we are increasingly seeing what kind of turmoil can transpire if communications are not perfectly clear.Clarity Image

Ask yourself “How clear are the messages I am conveying to my clients, my associates, and my potential clients?”

Are your communications immediately understandable — or is your core message lost in a sea of techno-babble that few can understand?

Are your messages consistent? Are you saying the same thing, in the same way, every time you communicate your message?

Do your communications talk to your audiences…or at them?

Communications go well beyond what you may think

In business, communications start with the usual letters, memos and emails. But it also includes informative brochures, marketing and advertising materials, publicity and public relations information, websites, logos, and anything that represents or defines your product or service.

And that’s just a part of the communications process.

Business communication also includes tone and language and nonverbal behaviors. Timing, and the context that surrounds your message, can influence whether or not your audience will even see your message, let alone understand it. How you convey your message affects clarity.

Combine the complexities of communicating simply with the number of ways messages can launched — from Twitter to texting – and the importance of communicating clearly becomes even more magnified.

The seven C’s: an old idea that remains surprisingly up-to-date

At Wellons Communications, we adhere to the seven C’s, a notion originated by respected University of Wisconsin public relations academics Scott Cutlip and Allen Center in 1952. The seven C’s include:

  • Correct: From spelling and grammar to information, is it totally accurate?
  • Clear: Do you present one thought at a time?
  • Concrete: Do you say precisely what you mean?
  • Concise: Do you get to the point quickly?
  • Complete: Do you provide a means so your audience can reach you?
  • Consideration: Can everyone understand your messages?
  • Courteous: What is the tonality of your message?

Reminder: Communications are the bedrock of marketing

At Wellons Communications, we offer only one service: effective communications aimed at helping you sell products and services.

Yes, we dutifully subscribe to all the other esoteric qualities of public relations like brand reputation management, social and corporate responsibility, and organizational leadership.

But overarching those hard-to-measure intangibles is the need to generate sales. That’s where we aim 99 percent of our efforts.

We are either trying to increase sales or remove any barriers from making sales.

And that’s about as clear a message as we can impart.

If you want to learn more about how we can help you communicate – with an eye on positively impacting your marketing program, call me at 407-339-0879 or email me at will@wellonscommunications.com.

 

 

Are you asking yourself “What changes do I need to make for 2017?”

With 2016 rapidly running out of days, it’s that time of year when one starts asking “How well is my business doing?” and “What kinds of changes should I be considering?”nov-18-change

You may want to start by asking yourself these tough questions:

• Am I retaining my customer base?
• Am I attracting new business?
• What customers have I lost? Why?
• Am I meeting my financial goals? Why? Or why not?
What do I need to change for 2017?

Take a close look at that last question—and consider what kinds of changes you might need to make.

If you don’t think you need to change anything, think again. Jack Welch, recognized as one of America’s great businessmen, espoused the notion “You have to change, preferably before you have to.”

You have to change to keep up with the changes.

Nothing in business remains static. New products come. Old products go. New attitudes emerge. Old beliefs drop by the wayside.

Even if you believe everything is going great and you don’t need to change anything, consider this: changes outside of your business will necessitate that you make changes to adjust to an ever-changing business environment.

Need some examples? Ask companies like Kodak, Sears, Blockbuster, Pan-Am, and Borders how they fared when they failed to adjust to changing business environments.

Start change by examining your communications strategy.

Change can begin with something as simple as auditing your communications strategy. Ask, and answer, questions like:

• Is my message still relevant to my target audience?
• Am I using the right tools to reach my target audience?
• How does my target audience perceive my message?
• Am I reaching the correct target audience?
• How has my audience changed?

While you are revising your communications strategy, ask yourself one more important question:

Am I using the correct resources to craft and implement my overall communications approach?

That’s where we can help. We provide an objective and fresh look at how and what you are communicating and how it might need to change.

Our approach: We don’t just look for changes. We look for opportunities.

Our firm lives in a communications-centric world, and we know and understand how to create strategies and execute tactical programs that use the right message to reach the right audience at the right time. We know how to change your communications approach to make a meaningful, positive change in the upcoming year.

Before 2016 runs out, call me at 407-339-0879 or email me at will@wellonscommunications.com. Talk with me about taking a look at your communications approach and how we might be able to help you change for the better.

Communication Checkup 2016

As business owners, many of us assume that our customers and potential customers know what we do. Nothing could be further from the truth.

Only a small fraction of clients fully comprehend the scope of the services that your company can provide. In fact, if you polled your own family members, only a small percentage understand what your business does.

What does this mean?

You have to keep telling your story. You have to tell it so many times you’re probably almost sick of it yourself. It’s an uphill battle – it takes multiple engagements with your audience before they grasp the message. communicate

As we start a new year, it’s the perfect time for a simple checkup on your company message:

  • Does the “about us” section on your website actually reflect what the company does?
  • Are your services up-to-date?
  • Are you actively engaged in your social media or blog?
  • Do you have news that you think everybody should know, but nobody does?

In 2016, be committed to telling your story. Toot your own horn. Communication leads to sales. Most businesses grow best by word-of-mouth, but after you get that positive referral, people hustle to your website or your Facebook page to confirm what someone told them and find out more.

If you’re looking to get your communications in top form, we’d love an opportunity to help.

Why You Need Reviews

In an age where consumers turn to social media and the internet for so much of their buying needs, reviews are more popular than ever. Reviews bring credibility to your business. Whether it’s a book, a product or a restaurant, consumers want to buy something they can trust. According to Marketing Land, when customers see positive recommendations, they’re more likely to buy it. Reviews can help erase any doubts of potential customers, and bring peace of mind with a purchase.

90

Source: Business 2 Community

Besides the obvious benefit to consumers, reviews can help improve social media for a business by generating content.

Perhaps most importantly, from a business perspective, the word of mouth marketing effort will increase sales. As the graph above shows, reading reviews influences buyer decision. Many consumers read reviews before making purchasing decision. Reviews lead to more sales.

has-reading-online-reviews-impacted-your buying decision
Source: Marketing Land

Turn to a team that knows how to get reviews in digital and traditional media, Wellons Communications.

Have a Laugh: Use Humor on Social Media

Dr. Seuss once said “From there to here, and here to there, funny things are everywhere.” This couldn’t be more true for social media. When brands get in on the humor, social media is even more fun. Here are 3 reasons why your brand should consider using humor on social media:

Attention Grabber: We all mindlessly scroll through our social feeds during the day, sometimes it’s the same information, over and over again. When a funny video, picture or post pops up on the screen, you can bet we’re going to stop, read it and like it.

Old Spice TweetRelatable: Humor shows that brands have a human side. They don’t always take themselves too seriously, and can laugh. Relating to your audience is a guaranteed way to increase engagement.

Taco Bell Tweet

Memorable: When your audience sees a funny post, they’re more likely to share it and remember it when it comes to making a purchasing decision. Take advantage of this by creating memorable content. Take this Virgin America post from Thanksgiving 2014, for example:

Virgin America Tweet

Binge Watching: A Sign of Changing Media Times

We’ve all done it. Watched hours on end of a show discovered on Netflix that we’re obsessed with and we need to know what happens next.

binge watching

Mornings turn into evenings, which turning into mornings again. Another day spent streaming.

Ah yes, this is now the modern-day practice for the younger crowd who typically don’t work full time and have varying schedules with classes.

Now that summer is over, will people stop their streaming habits?

Not likely.

This trend in streaming and quickly digesting television shows and movies also points to our cultural demand to have information at our fingertips at all times. Is this a new challenge for marketers across all channels?

Most definitely.

American teens spend 55% of their viewing time on tablets, laptops and smartphones. In contrast, adults age 45 and over spend half their time viewing via regular TVs.Viewing

Video on demand subscription services are growing too, with 87% of people subscribing to Netflix, Amazon Prime, HBO Go or HBO Now.

Streaming is now the norm, over traditional show viewing such as cable television, because people don’t have to wait a week or a season to find out what happened to a beloved character on their favorite show.

And when you’re done with one show, you can immediately start with the next.

All you have to do is click “play” or let the countdown end.

With every form of entertainment at our disposal 24/7, individuals have become their own editors for entertainment and news. It’s not likely to end anytime soon.

netflix