Four questions to ask … before you start writing
We believe growth is driven by technological innovation and a human touch.
Here’s an example of what we mean: technological innovation is clearly reshaping analysis, tracking and all things data. But writing still demands a human touch. People can feel it.
This is especially true in financial services, where there’s a surplus of data but a shortage of context.
Despite the hype, new(ish) technologies like natural language generation still face limitations. As a result, creating authentic, meaningful content for people who need it hasn’t been disrupted … yet.
So, if you work in the financial services industry and want to write engaging content, here are four questions to ask yourself before you start writing.
1. Do I know the purpose of this piece?
Are you trying to create awareness of a new product or upcoming event? Are you trying to drive traffic to your website or increase sales?
You’ll want to know what you’re trying to achieve before you start writing. This is especially important if you have input into the type of material you’ll be producing (e.g., a one-page fact sheet versus a whitepaper).
2. Who am I speaking to?
Your language and tone will likely change depending on whether you’re writing for Millennials, Gen Xers or Baby Boomers.
It will also change depending on whether you’re writing for existing clients versus prospects, industry experts versus a more retail-oriented audience. Writing something for employees? That’s another market that needs specific language and information.
Making sure you find out everything you need to know about your target audience is key to your success as a writer.
3. Does this piece have a tone and style?
Before you start writing, ask for existing examples that garnered positive feedback. This will give you a good idea of the preferred tone (for example, formal versus more casual).
Also ask if there’s specific terminology that you should avoid, like jargon or very technical language.
4. What’s the timeline for this piece?
This information may not change the way you write a specific piece, but it’s important information to have. If the timeline is too tight, you’ll want to manage everyone’s expectations before you start writing.
Read our post about quality, speed and volume for more insight on how to manage the pressures of content creation.
Having all this information before you start writing will help you write engaging content, every time.
Do you have questions about creating content? Contact us today at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Read more:
Quality, speed, volume: Manage the variables of content creation in hectic times
5 ways to spark your marketing team’s creativity
Imagine that work has been hectic lately for your marketing team. In addition to creating some product brochures, they’ve just cranked out a portfolio manager presentation, a couple of ads and maybe an infographic.
Now they’re being asked to develop a suite of materials for a fund launch, where the expectation is to whip up something innovative that will capture the attention of advisors and investors.
Give your team a boost with the following five ideas for sparking creativity.
Work together
Tackle creative challenges as a team to build upon each other’s ideas.
Focused, facilitated brainstorm meetings can work for specific initiatives, or maybe hold general creativity sessions with guest presenters and interactive segments to get everyone engaged
Log creative ideas
For reference, maintain a running log of creative ideas, industry best practices and ideas from other industries that can apply to financial services.
When your team needs a shot of inspiration, they can scan through the log for thought-starters.
Assess external campaigns
Have your team do mini case studies of a successful external marketing campaign. They can assess what works and why, and how they can apply the learnings to their own materials.
Regular sharing and discussion of marketing insights can jump-start the imagination.
Regular sharing and discussion of marketing insights can jump-start the imagination.
Leverage collective talents
Innovation and creativity aren’t limited to marketing materials.
Leverage the collective talents of your team to improve work processes or create a more vibrant and inviting work space. The benefits of this mental exercise may carry over to their respective jobs.
Give ’em a break
Let your team catch their breath by briefly switching them to a more mundane task like reviewing and updating existing materials. The goal is to let them refresh their batteries and do a creative reset.
Creativity can be a tough nut to crack. We hope these ideas help.
For more ideas on fostering an innovative, creative environment for your marketing team, contact us at 416.925.1700 or info@ext-marketing.com.
Read more:
Five techniques for more effective self-editing
You’ve finished your first draft of that challenging article, blog post or brochure you’ve been working on for days, maybe even weeks. You’re excited to get it off your plate, whether that means publishing it or submitting it for review.
Not so fast! You may not enjoy editing your own work, but it’s an essential part of the writing process. These five simple, yet effective, self-editing techniques will make your writing cleaner, more concise and easier to read. Plus, they’ll save your editor some work.
1. Break up long sentences
Try to keep your sentences under 30 words, especially when you’re writing for the web. Scan your work for long sentences and, if you find any, try splitting them into two.
Before: It is really difficult to come up with an example of an overly long sentence when you are not used to writing that way, but put your mind to it and we are sure you will come up with something.
After: It is really difficult to come up with an example of an overly long sentence when you are not used to writing that way. But put your mind to it, and we are sure you will come up with something.
2. Delete unnecessary words
Some good examples of this are “in order to,” “really,” “very” and other filler words that don’t add to your sentence. Get into the habit of automatically searching for these words and deleting them. Then, take another look at your document to make sure you haven’t used two or more words when one would do.
Before: It is really difficult to come up with an example of an overly long sentence when you are not used to writing that way. But put your mind to it, and we are sure you will come up with something.
After: It is difficult to come up with an example of a long sentence when you are not used to writing that way. But put your mind to it, and you will come up with something.
3. Use contractions
You want your writing to sound natural and mirror the way you talk. That means occasionally using contractions.
Before: It is difficult to come up with an example of a long sentence when you are not used to writing that way. But put your mind to it, and you will come up with something.
After: It’s difficult to come up with an example of a long sentence when you’re not used to writing that way. But put your mind to it, and you’ll come up with something.
4. Stick with an active voice… most of the time
There are times when you’ll want to use passive voice, but most of the time, active voice is more engaging and easier to read. We published a separate blog post on why active voice rules, how to identify passive voice and when to – occasionally – use it. Go check it out.
5. Keep a dictionary close by
Here’s a not-so-secret secret most professional editors will admit to: they don’t know how to spell every word in the dictionary. What they do know is when to look things up. They also know that spellcheck isn’t always reliable. Keep a dictionary on your desk as you’re editing your own work, and look up anything you’re not sure of.
There’s much more a professional editor can do to make your work more polished and professional. Consider working with one before you publish your next piece.
To find the right editor for you, contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Going live in 3… 2… 1!
As a marketing professional, you probably know all about the live video marketing trend. It happens to be the big marketing idea right now. Unfortunately, the financial services industry hasn’t adopted this trend as much as other industries, and we think that’s a missed opportunity. Here’s what financial services marketers can learn from non-financial brands that are doing live video well.
What is live video?
In case you’re not clear on what live video is, it’s very much what it sounds like: video streamed live as events happen.
As a marketing technique, live video seems to have picked up steam since the launch of Facebook Live. We’re sure both your personal and professional Facebook streams have been hit with notifications that a specific person or company is now (or was) live.
Live video isn’t just for Facebook, though. You can go live on YouTube or on your company blog. Review your content strategy, take a look at the resources you have available, and choose the channel that makes the most sense for your firm.
Who’s doing it well?
Since we’re talking about video, it should come as no surprise that media properties are using this marketing tool particularly well.
Disney Interactive Media, for example, has established a production team dedicated to producing broadcast-quality live video. Thanks, once again, to Facebook Live, you may have had the opportunity to see the touring cast of Newsies perform the song “Santa Fe” actually live from Santa Fe.
Sure, it’s easy for a company like Disney that knows a thing or two about production value and making great videos. But here’s the thing: live video isn’t about broadcast-quality video. It’s about telling a story in real time and delivering that story to people who might otherwise get to participate in it. And that’s something content marketers already know how to do.
What story will you tell?
It’s up to you, but it should be a story that fits with your overall content strategy, doesn’t feel forced or staged, and doesn’t require a great deal of resources.
Maybe you have an investor presentation, industry conference or other event that you think non-attendees would be interested in. Have someone on your communications team film part of the event and stream it live on Facebook. This could be a great way to give your audience a behind-the-scenes look at the financial services industry and, at the same time, provide a learning opportunity. It could also benefit those who wanted to attend your event but couldn’t make it in person.
You probably won’t want to live stream the entire event, as you still want to provide value to those who attended in person. Instead, live stream meaningful snippets, enough to capture your audience’s attention and potentially drive interest in future events.
It’s up to you, but it should be a story that fits with your overall content strategy, doesn’t feel forced or staged, and doesn’t require a great deal of resources.
The nuts and bolts of live video
Before you go live, there are a few other things to keep in mind.
First, if your channel of choice for live video is YouTube or your company’s blog, rather than Facebook Live, you may want to invest in slightly higher production quality. But the great thing about live video is that you can decide how to approach it.
Second, live video doesn’t mean spontaneous video. If you want your video to have an impact, then people have to see it. It can’t hurt to take to your social media channels and give your audience a heads-up that you’re going live. Let them know when and where, as well as what the topic will be. That way, people will know to tune in.
Finally, never film people – including audience members – without their permission. And make sure your firm’s compliance department is comfortable with what you’re posting live.
To learn more about crafting a content marketing strategy, contact us today at info@ext-marketing.com, or 416.925.1700 or 844.243.1830.
Read more:
https://ext-marketing.com/marketing-articles/5-tips-better-infographics/
Provide an experience clients won’t soon forget
As content marketers working in the financial services industry, we need to stay on top of the many marketing changes happening in our industry, and in others. One of the big changes taking place outside financial services is the rise of experiential marketing. Let’s explore experiential marketing: what it is, what one company has done very well as well as taking a look at what a financial services firm could do.
What is experiential marketing?
Sometimes it’s called engagement marketing or participation marketing, and there’s a good reason for that. Experiential marketing is a very hands-on approach to marketing. It takes place right in front of the consumer – on a street corner, at an event or anywhere consumers might be. But it’s not the same as giving away samples in front of a train station. Experiential marketing is interactive and provides a real experience between the consumer and the brand.
To get a better idea of what this means, let’s look at an example from the retail industry.
The Molson Canadian global beer fridge
There’s a good chance you’ve seen these commercials. A crowd of Canadians gather in a public space, drawn in by the sight of a Molson Canadian beer fridge. They’re looking confused and wondering what this beer fridge is doing in this particular space. After all, it’s a spot they’ve likely walked by many times before – and there’s never been a beer fridge there before.
As members of the crowd chat with each other, they slowly realize that the fridge is waiting for people to say “I am Canadian” in different languages. Working as a group, the crowd finds many people who speak different languages, and each steps forward to say “I am Canadian” in their own way. After the 10th language is spoken, the beer fridge open, and it’s free beer for everyone! (Adults only, of course.)
Not surprisingly, the crowd cheers and looks genuinely excited. Although we weren’t there personally, we’d be willing to bet that nobody in that crowd will ever forget that experience. And that, right there, is the definition of experiential marketing.
And for the rest of us witnessing the magic through commercials only? We didn’t have the same hands-on experience, but this is still a memorable campaign. We didn’t get free beer, but we certainly get the message about living in a wonderfully multi-cultural society.
The lesson for financial services
As a financial services marketer, the information you provide to customers is important. But for it to have a real impact, it also has to be memorable. Set aside the brochures and product information sheets for a moment and think about how you can create a real experience for your customers – an experience they’re not likely to forget any time soon.
One idea could be to go to an event where you know investors will be and set up a gaming station. Invite investors to play a game where they can choose different financial paths and see how their choices affect their future. For example, a player who hasn’t started saving for retirement can choose an amount to start saving now or to put off saving for 10 years so they can focus on eliminating their debt. They could choose to spend their tax refund on a vacation or on an extra mortgage payment. They could choose, for example, to prioritize retirement savings over saving for a child’s education.
With each path chosen, the player should be able to see the impact of their choices and what might happen if they made a different choice. The reward for playing could be something that ties into the game, like a complimentary session with a financial planner.
Keep in mind that many people like to keep their financial lives private. You may want to skip the crowd aspect of the Molson Canadian beer fridge campaign and create an experience that engages customers one-on-one.
Want to do something different for your next marketing campaign? Contact us today at info@ext-marketing.com, or 416.925.1700 or 844.243.1830.
4 ways to create an amazing editorial calendar
Creating content over the long haul takes dedication. To guarantee you stick to your plan, the best tool at your disposal is a well-organized editorial calendar.
A good editorial calendar will:
- Cut down on the time and effort involved in creating content
- Act as an internal to-do list that everyone can rely on
- Help you frame the content required for campaigns.
Here are four tips to help you create a solid editorial calendar:
1. Create a communications goal
In many ways, creating an editorial calendar is just like any other project. Put together a work-back schedule with S.M.A.R.T. (Specific, Measurable, Achievable, Relevant and Time-based) goals and give key stakeholders an early heads up.
Outline what you want to achieve with your content. Is it higher engagement? Increased sales? To build a positive reputation around education? Your answer will drive your creative, so make sure you’ve got buy-in from the whole team.
2. Focus on bench strength
Content marketing is an ongoing commitment. To keep readers engaged and interested, you’ve got to publish through good times and bad. The best way to ensure you stick to your schedule is to create a reliable team of all-stars who can make things happen.
Consider looking outside your usual marketing communications team — including accessing individuals from your executive, sales, operations and finance teams for fresh ideas.
3. Time to brainstorm
You know your goals and you’ve put together your content team. Now what are you going to write about? We’ve found it helpful to build a database filled with as many content topics/ideas as possible.
If your plan is to post one article per week, try to leave your brainstorming session with at least a dozen ideas. Keep any extra ideas you don’t plan to use in the near term — they might get you out of a pinch one day.
If you’re looking for some guidance about leading effective brainstorming sessions, click here to read our post on the subject.
4. Stay flexible
Even if you’ve built out your editorial calendar for three months, six months or a year, you still have to expect the unexpected.
Let’s say something dramatic happens in the markets, but your scheduled content that week is on health and wellness. Gather the troops: it’s time to produce something fresh. Find an expert to give you a few talking points and give your readers something timely. Write about what’s happening in the news, and save the health and wellness post for another day.
We hope you find these four tips useful as you prepare your next editorial calendar.
Can you benefit from a solid editorial calendar? Contact us today at info@ext-marketing.com, or 416.925.1700 or 844.243.1830 to discuss your editorial needs.
Read more:
When brainstorming is like playing chess
We are not expert chess players. Heck, we are not even good chess players. But we’re good at brainstorming creative ideas and solutions.
After learning a little bit about chess, we’ve noticed a parallel between the two. Namely, that brainstorming is like listing your “candidate moves.”
What’s a candidate move?
There are some extremely complex definitions of candidate moves on the internet, so we turned to everyone’s online “frenemy,” Wikipedia, where we found this:
“In abstract strategy board games, candidate moves are moves which, upon initial observation of the position, seem to warrant further analysis. Although in theory the idea of candidate moves can be applied to games such as checkers, go, and xiangqi, it is most often used in the context of chess.”
That’s a mouthful. So to simplify the idea, let’s just say candidate moves are the moves you could make next.
How does this relate to brainstorming?
The theory goes that successful chess players go through the complete list of their candidate moves first. Only after the complete list has been created do they begin to dig a little deeper and eliminate potential moves.
Chess players, the successful ones at least, take these little steps over and over again, making further eliminations until the best move remains.
That’s the lesson: there’s something powerful about laying out all your options before you begin any kind of critical analysis.
And that’s just like brainstorming.
The best brainstorming sessions get the ideas on the board first. There is no time for criticism of any kind. Only when you’re done – when you’re completely tapped out of ideas – should you turn your critical eye to your ideas.
The best brainstorming sessions get the ideas on the board first. There is no time for criticism of any kind.
If you start thinking about an executive’s possible response, the complexity involved in executing on an idea, or any other limiting thought, you’re in trouble. It’ll be checkmate for your creative output.
So explore the possibilities and resist the urge to be critical early in the brainstorming process.
Contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com for creative solutions to your marketing challenges.
Read more:
Fuming over file types? GIF yourself a break
When it comes to representing your company’s brand, your logo is right at the top of the list. It should always look crisp and clear. So much depends on sending the right file type for print, web design, promos and sponsorships. But how are you supposed to know which file type to send? Here’s a tip: everything you need to know is right there in the file name extension. Some of the more common graphic file extensions include:
GIF (Graphical Interchange Format)
These low-resolution (low-res) files look best on the web, and are small enough to send via email. Avoid using them for printed materials.
PNG (Portable Network Graphics)
PNG files look great in PowerPoint presentations. These are also low-res, and not recommended for printing.
JPG (Joint Photographic Experts Group)
JPG files are fine for office printing and the web. JPG files can be medium- or low-res. They are not necessarily crisp enough, however, for high-quality printing.
AI (Adobe Illustrator)
AI is a source file, meaning the format in which your logo was actually created. Most printers, large-format sign makers and companies that produce promotional products prefer to receive AI files.
EPS (Encapsulated Postscript)
EPS files are also great for printers, large-format sign makers and promo companies.
TIF (Tagged Image File Format)
TIF files can be quite large in size, but are very reliable for high-quality printing.
Avoid getting into a “TIF” with your printer and “GIF” them the right logo file every time!
Contact us today at 416.925.1700, 844.243.1830 or info@ext-marketing.com for help with logo design, printing or brand development.
Read more:
https://ext-marketing.com/commentaries-articles/5-reasons-investment-commentaries-arent-bad/
Five easy ways to create better newsletters
Newsletters are a great way to keep your clients and prospects engaged because they allow you to share stories that educate and inform.
The number one rule for producing great newsletters is to write articles that engage your target audience. Let’s move on to some other ideas that will help you write better newsletters.
1. Focus on a theme
When you’re flushing out your editorial calendar, find some overarching themes that: (1) your clients and prospects will want to know more about and (2) will show that you are a subject matter expert. Focus each and every edition of your newsletter on just one theme.
For example, if your topic is retirement, you can write articles about staying healthy in old age, long-term financial planning, estate issues and financial education for young people.
2. Write killer headlines
This advice is just as true for newsletters as it is for any other marketing or advertising material. Given that everyone’s attention is being pulled in many different directions these days, a strong headline is often the best way to grab the readers’ attention – and convey your one key message.
Everyone’s attention is being pulled in many different directions these days. A strong headline is often the best way to grab the readers’ attention.
3. Add images that will maintain focus
A killer headline paired with an appealing image will help keep your readers’ attention. There’s no set rule for what images work best. Traditionally, images with smiling faces and/or images that take a moment for the reader to “get” tend to work well.
4. Keep it current
There’s an old saying that goes “put the news in the newsletter.” Our clients’ most popular newsletters – the ones that result in great responses and requests for more information – are often tied back to the news of the day.
Current content often means tighter deadlines, but it’s worth it. So make sure you have enough resources available to create this content as needed.
Current content often means tighter deadlines, but it’s worth it.
5. Do the research
Writers should be able to back up what they say in their articles. And, to add value, newsletter publishers should have more data and resources on hand as well. That way, when clients ask for more information, you can keep the conversation going and continue to add value.
To learn more about creating stronger newsletters, contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Read more:
https://ext-marketing.com/marketing-articles/five-techniques-for-more-effective-self-editing/
Slide some design tricks into your repertoire
A search for “PowerPoint Design Do’s and Don’ts” will return dozens of sites offering firm rules for PowerPoint design, but we think there is one rule that overrides them all: your presentation has to be easy to read.
Keep your viewers in mind, and you can’t go wrong. Here are some tips to keep you on the path toward PowerPoint clarity:
Edit your text
Cutting text is the best thing you can do to make your slides look clean. Don’t hesitate to use point form sentence fragments, or one word bullets. You can fill in the blanks with the support of your notes.
Restrict yourself to two fonts
Although one font is ideal, it’s okay to use one font for your headers and another for body copy. Sans-serif fonts work best for slide copy (like Calibri or Arial) as they are clean and easy to read.
Use no more than three or four colours
Too many colours can be visually distracting. Most firms have two main corporate colours, with a few secondary colours available if you need them. Try to stick to the two main colours, using lighter and darker tones if necessary.
Keep calm and don’t over-animate
Those animation features are so cool and so easy to apply, but try to control yourself or your presentation may resemble a middle-school science project! Ditto for Clip Art and Smart Charts.
Use graphs and charts
Look for spots where numbers can be converted to pie charts or bar graphs. Convert long lists into tidy tables using preformatted table design options.
If you’re looking for some help with your presentations, contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Read more:
https://ext-marketing.com/commentaries-articles/7-time-saving-commentary-tips/
Presenting a few helpful PowerPoint tips
PowerPoint is 26 years old this year and some people at Ext. Marketing Inc. (we won’t name names) have been building presentations for almost as long, back when slides were printed onto expensive transparent sheets and we called them overheads and carried them around in boxes.
While presentation technology has changed for the better, some of the slide-building fundamentals we learned in the early days still hold true.
1. Build Master slides first
Before creating a presentation, click View > Slide Master and create custom Master slides with the approved corporate logo, colours and fonts (your marketing department probably has branded Master slide decks ready for use).
If you’ve never used Master slides before, take a few minutes to familiarize yourself with the concept. It’s fairly simple, and will save you tons of time: no more painstaking, slide-by-slide design updates.
2. Use the Outline window to add text
Toggle between Slide and Outline view at the left-hand of the PowerPoint Home screen, and add your slide text in the Outline window rather than typing directly in the individual slides.
Add your slide text in the Outline window rather than typing directly in the individual slides.
This small step will save you time in the long run: the tidy Outline hierarchy makes it easy for you to organize your thoughts, make major text edits, and import or export large blocks of text with one click.
3. Use the Slide Sorter to move things around
You can simply click and drag to reorder your slides without losing track of anything or accidentally deleting a slide. Slide Sorter is also the best way to gain an overall high-level view of your presentation message and how it flows.
Simple but effective. Just like PowerPoint.
If you’re looking for some help with your corporate presentations, contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Four tips for writing great speeches
Speech writing is a refined skill, and communications professionals with the ability to write strong speeches are a hot commodity in the financial services industry. Here are four tips that will help improve your next speech.
1. Start strong
Professional speakers – and authorities in their field – have the experience to start their speeches any way they want. People are often there to see them as much as to hear what these speakers have to say.
Everyone else should take one of the following approaches when writing the start of a speech: humour (but not a “joke” per se), a quote, a challenging question or an engaging story.
2. Appeal to emotions, not logic
It’s tempting to try to appeal to people’s sense of logic when speaking because you want to show them that you are right. But that approach doesn’t always work.
Appealing to people’s emotions, however, will. We’ve never heard of an audience “getting caught up in the logical nature of the argument.” It’s the emotional pull of an argument that works because it appeals to something that’s deeper than reason.
In a way, financial services marketers have it easier than marketers in other industries because people generally have a strong interest in those issues that impact their finances.
3. Focus on one idea
Choose a topic and stick with it.
If your speech is too short, resist the temptation to switch topics. The last thing you want to do is confuse your audience or muddle your argument. So keep it simple and straightforward – focus on one idea and one idea only.
4. Refine your transitions
Transitioning between proof points is the no-man’s land of speeches.
If you’re stuck on a creative way to move from point A to point B, you can at least summarize what you’ve said. That approach will keep people focused, while also giving them a little break.
The best approach, however, is to treat transitions the same way you did your introduction – with another little story or some humour.
Looking for more ideas about writing better speeches? Contact us at 416.925.1700, 844.243.1830 or info@ext-marketing.com.
Read more:
How to lead a brainstorming session
One of the biggest misconceptions about creativity is that it can’t be constrained – that creativity must go wherever it wants.
That sounds good, but it’s not necessarily true, especially when your goal is to produce something of practical value. If you are launching a new product or solution – with corresponding microsite, brochures, presentations, emails, etc. – remember that structure can actually help ideas flourish.
If you’re a project manager running a brainstorming session, here are a few ways to make the best ideas see the light of day.
1. Split up time
Try not to schedule gruelling, three-hour meetings with a “no one’s leaving until we hash this out” mentality. People will run out of steam and your team’s ideas may stray too far, or just stop.
Try scheduling three shorter meetings instead. Thirty minutes, if run well, is a good length.
- Your first meeting can act as a brief introduction that closes with some high-level idea generation. The outcome should be a few strong options for the team to reflect on after the meeting ends.
- In the second 30-minute meeting, the team can generate more ideas based on the strongest options from the first meeting.
- In the third meeting, the team can refine, and then choose, the best ideas to keep.
2. Help people generate great ideas
It’s easy to tell when you’ve run a great brainstorming session. If the table is messy, if people are exhilarated and if the walls are filled with ideas, you’ve done your job well. Here are a few things you can do to help make this happen:
- Inspire people to say their wildest ideas, especially during the earlier sessions. These ideas can serve as fuel for later sessions.
- Don’t judge anything that is said. People need to feel safe to speak up without being judged. If someone is too negative or judgmental, ask them to keep their comments positive and maybe think twice about inviting them to your next brainstorm session.
- Record everything and keep all the ideas from your brainstorming sessions. Bring sketch pads and sticky notes, and get ready to write. To keep things moving fast, forget about spelling and neatness.
If the table is messy, if people are exhilarated and if the walls are filled with ideas, you have done your job well.
3. Invite people from outside the creative team
If you’re looking for a truly big idea, invite people from different teams and departments. Think about bringing in someone from production, sales, research or IT. Outsiders bring fresh perspectives, so they may provide that “something different” you’re looking for.
Contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com for more brainstorming and idea-generating tips.
Daily practices to help you write better
It can take a while for new writers to figure out what does and doesn’t work. Even though every writer is different, we’ve found a few success tips and tricks that are pretty universal. Here are some rituals and daily practices to help you produce better copy:
Rethink your desk setup
The best is a clean desk. The next-best desk is “organized chaos.” Piles of folded paper and coffee cups, however, are a creativity killer for most writers because they distract from the task at hand.
Buy at least one good dictionary
If you’re in Canada, the Oxford Canadian Dictionary is ideal. For U.S. writers, the Merriam-Webster is the way to go. A good thesaurus can come in handy – just make sure that you don’t open it until the editing process.
Take breaks
There’s a whole cohort of copywriters out there – some of the best – who will write for only 33 minutes before getting up and taking a break. They say that it’s the best way to stay fresh for longer. Experiment with this idea and let us know what you think.
Write first
Just like the savings mantra “Pay yourself first,” writers should write for themselves first. Emails can wait. What’s most important is that you get an hour or two of focused, project-based writing done before distractions take over your day.
Carry a note pad/note app
Always be ready to write. Some people keep a Moleskin or waiter’s notepad in their pocket, while other people use note-taking apps (like Google Keep) on their phone. This little adjustment can pay great dividends over the long term.
Gather your facts
Read everything you can beforehand, take notes, highlight key points and anything else you need to do. That way, your writing time is focused on writing, not researching.
Edit before you send
Always take the time to edit your work before sending it out for review. Some writers only need one round of edits, while other will take five passes or more at their copy. If you’re so familiar with the copy that you might miss typos, get someone else to take a look.
What are your writing rituals and daily practices? Let us know on Twitter and LinkedIn
We can help you write better copy. Contact us at 416.925.1700 or info@ext-marketing.com.
6 writing quotes – and how they apply to financial services writing
There’s nothing like a good quote for sharing an insightful and inspiring message. Here are a few classic quotes about writing – and our thoughts on how they apply to financial services writing.
“Good writing is supposed to evoke sensation in the reader – not the fact that it is raining, but the feeling of being rained upon.” –E. L. Doctorow
This is lesson for financial services writers. It’s about evoking emotion and a reminder that writing about saving and investing doesn’t have to be dry. For example, simply saying that it’s important to save for retirement isn’t enough. It’s better to paint a picture about what a comfortable retirement looks like, and explain how your clients can get there.
“To succeed, I do not need to be Shakespeare; I must, though, have a sincere desire to inform.” –Warren Buffett
It’s nice to get a quote from someone who’s not a professional writer per se, although his writing is legendary in the industry. The Oracle of Omaha reminds us that when you’re writing for an audience that may not fully understand what you’re doing, you need to go out of your way to use language that they do understand.
“Either write something worth reading or do something worth writing.” –Benjamin Franklin
We interpret this to mean that your writing, as well as your life, shouldn’t be boring. As more and more millennials become your clients, you will be faced with two options: either learn this lesson the hard way or be prepared and start building stronger relationships using engaging copy.
“Reading and writing, like everything else, improve with practice.” –Margaret Atwood
Don’t give up if you’re struggling with what to write about or how to write it. That struggle may produce some of your best writing.
“I find I have about six bloggable ideas a day. I also find that writing twice as long a post doesn’t increase communication, it usually decreases it. And finally, I found that people get antsy if there are unread posts in their queue.” –Seth Godin
Sometimes shorter is sweeter. In our image-centric world, this message is more true today than ever before. Do you think that Seth’s strategy would work for you? It’s something to think about.
“When I’m writing, I am concentrating almost wholly on concrete detail; the color a room is painted, the way a drop of water rolls off a wet leaf after a rain.” –Donna Tartt
Details matter, just as much in a Pulitzer-Prize-winning novel as they do in a portfolio manager commentary. Your readers deserve it.
Do you have a favourite writing quote? Please share them with us on Twitter or LinkedIn.
Advisor communications series: The end of writer’s block
You’ve been writing your blog and newsletter, and things have been going well. Then it hits you. You feel like you’ve run out of ideas.
Everyone who writes knows what writer’s block is all about: a blank page, the need to do anything else, and a growing sense of insecurity. Writer’s block comes out of nowhere … and you can’t predict when it will go away.
Here are a few handy ways to make writer’s block a thing of the past.
Carry an idea journal
If you’re going to be a reliable source of content, use an idea journal to store your ideas before you forget them. After work today, go out and buy a notebook. It can be a stylish Moleskin or a tried-and-true Hilroy. Just make sure it has space to write down your ideas when they pop into your head, no matter how odd they may seem at the time.
We get our best ideas when we’re nowhere near a computer. We got the idea for this article while walking to a client meeting.
Check in with your Twitter feed
This is highly counterintuitive because social media is rarely mentioned as a way to be more productive. There are, however, millions of writing ideas dropping through your Twitter feed right now. Reach out and grab one.
There are ways to refine what you’re looking at on Twitter. First, create a private list of your competitors and see what they’re writing about. Now build off or analyze the ideas behind something they’ve shared.
Second, turn to specific people who have great ideas and see what they’ve done recently. Now write your take on an idea of theirs. Just make sure you have an original take.
Seek the opinion of your clients
Asking your clients for topics they’d like you to cover acts as a good touch point, plus their feedback will provide many ideas for future posts.
There are a few ways you can ask: face to face or by personal email, SurveyMonkey, blog post or social networks like Twitter and LinkedIn. Pick one or two and see if they work for you.
Try these strategies and banish writer’s block for good.
If you’re looking for content ideas or tips to become a more effective writer, contact us at 416.925.1700 or info@ext-marketing.com.
Lessons from courtside
At a Raptors game a while back, we were struck by the energy of the crowd. It was very different than what we’d experienced at hockey and baseball games. Basketball just has a different “feel” than other sports. It seems younger, hipper and hotter. The NBA is doing something right.
Hang out with your core market
The first rule of marketing is to know your audience. But the NBA also knows where to find that audience and how to engage them. The league says its core market is 18- to 34-year olds.
Where would you find this particular group? On social media, which is also where you’ll find the NBA. Various teams’ Twitter feeds are full of pop culture references to hot hip hop artists and TV shows. You’ll find plenty of Vines of dunks, drives and behind-the-scenes silliness.
The end result is a league – and star players – that fans can relate to.
Your core market may be very different, but you can still find out where they’re hanging out and meet them there.
Let your fans (i.e., clients) sell your brand
Most professional sports leagues are proprietary when it comes to live footage. Not the NBA. They let their fans share game pictures and video over social media without jumping through any hoops (pun intended). This is a subtle yet effective way to sell a brand.
Another winning idea: celebrity team ambassadors. The Raptors have Drake, the Nets have Jay Z and the Lakers have Jack Nicholson. These aren’t celebrities paid to endorse a team. They’re genuine fans … who happen to have huge followings of their own.
You might not think your brand has fans, but it has loyal clients who are happy to spread the word about what you do and why they love working with you. Let them.
There is no off-season
Letting your clients sell your brand doesn’t mean you don’t have to do any work. The NBA’s marketing people don’t get an off-season, because they can’t let fans forget about the game for four or five months.
While your clients are promoting your brand, you will be too. Use a consistent voice, keep your message short and simple, and have a sense of humour. Above all, don’t be afraid to take a few risks!
Sometimes the outcome won’t be what you want. But quite often, the payoff for taking smaller, more calculated risks can be big.
Follow us on Twitter for more marketing ideas. And let us know what you think about this blog post.
What we learned from our kid’s playlist
Have you heard of the band OK Go? We hadn’t until a few years ago when one of our kids showed us the now famous Rube Goldberg Machine video. We were hooked.
OK Go may be the only band around that’s better known for its viral music videos than its actual music. The band’s creative videos have been viewed more than a hundred million times, because they know how to entertain, engage and inspire. Here’s what we’ve learned from OK Go’s viral marketing success.
Do something nobody else is doing
OK Go’s videos are like nothing we’ve seen before, because they’re like nothing that’s been done before. They don’t meet anyone’s expectations of what a typical music video should look like … but in a good way.
Almost every video OK Go has made has gone viral. And millions of people eagerly anticipate each new release. Our takeaway from this: OK Go has found its “thing.”
What’s your “thing”? What are you doing that nobody else in your industry is doing? Maybe you give the most entertaining speeches or are a thought leader who is always sought after for commentary on a particular topic. Find your “thing,” perfect it and own it.
What’s your “thing”? What are you doing that nobody else in your industry is doing?
Put in real effort
We’re all pressed for time. The business world doesn’t stop so we can focus on blog posts, social media or video marketing. That’s why it’s so tempting to skip the original content and share content from other sources with retweets or links to other companies’ blog posts.
Here’s the thing: truly memorable, shareable content is original. It takes real time and effort … and sometimes money. Keep sharing content from others, and hang on to your lower-effort marketing initiatives. But try to balance these things with a couple of bigger, more creative projects each year that will get you noticed.
Truly memorable, shareable content is original.
Find a creative partner
This isn’t really about OK Go. It’s about the car company that was smart enough to partner with them.
In their video for Needing/Getting, OK Go gets a moving Chevy Sonic to play its song for them. The car is transformed into a giant instrument and plays more instruments while the band drives. As a lower-budget band, OK Go couldn’t have afforded to make this video on its own. Likewise, Chevy wouldn’t have come up with this concept without OK Go’s creative vision and talent.
Both the band and the brand got great exposure from their partnership (almost 32 million views as of writing and a prominent Super Bowl spot). The lesson here is that if you can’t identify your “thing” or put together a big-push campaign on your own, find a creative partner who can help.
Follow us on Twitter for more marketing ideas. And let us know what you think about this blog post.
Focus on quality and clarity, not quantity
Earlier this year, the folks at Acrolinx decided to “read and evaluate the world’s content.” Sound like a daunting task? It was. They reviewed 150,000 websites from 340 companies, and the results were enlightening.
The study found that, despite content marketing being a top priority for today’s businesses, only 42% of B2B and 34% of B2C marketers felt their content was effective. Part of the problem is that 70% of marketers say they don’t have a solid content marketing strategy. But an even larger issue is a surprising lack of quality (Source: The Global Content Impact Index).
42% of B2B and 34% of B2C marketers felt their content was effective … 70% of marketers say they don’t have a solid content marketing strategy.
Forget about quantity
According to Acrolinx, many marketers are still too focused on quantity, thinking that if they put out enough content their message will simply “get out there.” It might, but it won’t make an impact over the longer term.
It can even lose a company some of its customers. A survey from Global Lingo found that 74% of people pay attention to the quality of spelling and grammar on a company’s website. And 59% of those people said bad grammar and spelling would make them take their business elsewhere, because they’d be worried about the company’s attention to detail and quality of service.
And still there’s more. Search engines like Google and Bing are known to downgrade websites full of errors. That’s bound to have an impact on a company’s bottom line.
Improve quality and clarity
Acrolinx rightly points out that there’s more to producing high-quality content than good grammar and proper spelling. To make the most impact, you’ll need a clear message, engaging style and conversational tone.
This is exactly the type of content marketing quality Acrolinx set out to analyze. The company evaluated content from 340 companies from a range of industries and across all regions. Content was scored based on quality and clarity.
Quality was evaluated using established best practices for grammar and style. Clarity was judged by how easy the content is to read and understand. Next, each company was given an overall content impact score out of 100. A score of 72 or higher means the content is effective.
The results? Only 31% of companies had a content impact score of 72 or higher, which was fairly consistent across industries and regions.
Quick tips
It seems many content marketers haven’t quite got the right message yet. So what can each of us do to make more of an impact?
- Put a consistent and cohesive content marketing strategy in place.
- Hire people who know about grammar, spelling and style. Acrolinx looked at things like subject-verb agreement, use of double negatives and other points of style found in any major style guide. These are basics that your lead content writers and editors should firmly grasp.
- Keep your message easy to read and understand. Acrolinx suggests keeping an eye on things like sentence length, structural complexity and word length. Scroll to the end of their study for some examples of high-quality content that’s both inviting and engaging.
Still need help creating high-quality content that makes a lasting impact? You can reach us at 416.925.1700 or info@ext-marketing.com.
Are your creative pipes backed up? Here are five ways to unblock them
Writers working on anything from ad copy to executive speeches can get their creative pipes backed up. Project managers creating a robust brief can get backed up, too.
Luckily, there are many ways to flush out those pipes and get the creativity flowing once again. Here are five ways to do just that:
Get some exercise
No, we’re not talking about jogging or lifting weights. We’re talking about writing exercises.
These are our three favourites: photo-prompt writing (find an image online, write what you see and then write the story behind the photo); freewriting (write about something and just keep going); and the short-story challenge (write a short story in 100 words).
By giving yourself less time to write, you may sharpen your focus and stoke the fire you need to get your task done.
Move
That empty screen may be the result of your surroundings. If things are getting drab, find another desk to work at. Go to a different area in your department or, better yet, go to a different floor and start working at the first empty workstation you find.
Bump up your deadline
This may sound counterintuitive, but a little extra pressure can actually help. By giving yourself less time to write, you may sharpen your focus and stoke the fire you need to get your task done.
Embrace your inner contrarian
Write everything down that works against your position in the piece you’re working on. It’s natural to be uncomfortable with this technique. It is, however, an exceptionally productive exercise because you’ll uncover potential objections and questions. But remember: the outcome of this exercise is for your eyes only.
Out of ideas? Ask.
Email top clients. Ask your social network. Organize an impromptu meeting with your team (five minutes maximum). Sometimes getting out of your own head for a while will clarify your thoughts. This is also a great way to ensure you’ll end up with copy that people want to read.
We hope that the next time you feel backed up, you can try one of these tips and free that creativity flow.