Why microsites are a big deal
Experienced financial services marketing pros are quick to respond to trends and can pull together a snazzy e-campaign at the drop of a hat.
But what if your campaign doesn’t fit the constraints of your own website? Large corporate sites can be, by necessity, tightly controlled and costly to update.
The solution lies in the nifty microsite.
Microsites 101
A microsite:
- (Says Wikipedia) is an individual web page or group of pages built to function as an independent subset of a larger website
- Landing page or main page may have its own address or domain and can be linked to a main site (or not)
- Can be removed from the server completely once it has fulfilled its function
- Has its own unique navigation and content
- Can have a completely different design than the main site with which it is affiliated (this is the fun part)
Why microsites are a good tool
Microsites are useful for financial services marketers who want to emphasize a new product or launch a campaign, as well as for promoting special events or contests.
What’s great about a microsite is that you can create just a few web pages that mimic the exact look and feel of the campaign you are promoting, which is something marketing teams don’t always have the freedom to do on established corporate websites.
You can create just a few web pages that mimic the exact look and feel of the campaign you are promoting, which is something marketing teams don’t always have the freedom to do on established corporate websites.
Also, real estate on a corporate home page is hard to come by – your campaign might not get the space it deserves. But you can tailor your microsite to point visitors exactly where you want them to go.
Remember to think about …
Consider factoring a microsite construction project into your next campaign budget. Some things you will need to take into consideration include:
- How long will your microsite will be live for?
- How will visitors get to it?
- How it will hook up with your main site?
Think carefully about navigation to avoid visitor confusion, and make sure you give people an easy exit back to the main page. A strong microsite will give your next campaign added reach, depth and interest, with the additional benefit of measuring the success of your campaign through analytics.
For help with microsite development, contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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3 reasons to create a reference guide for your next sales tool
Sales tools are a great way to get information about a new product or campaign into your sales people’s hands so they can begin using them with clients.
But don’t send your sales tool out without a little support. Even the best sales tool will lose its impact if busy sales people aren’t fully aware of the key messages.
Also, language used during a sales presentation can differ from person-to-person, and the tool may end up not being used as effectively as it should be. Enter the reference guide, which can take the form of Q&As, detailed diagrams with callout boxes, or even basic microsites.
A reference guide:
1. Helps control the message
A reference guide speaks in clear voice from management, sales, product marketing, etc. about the tool’s most important messages.
Furthermore, the “internal use only” nature of reference guides provides a forum for direct and clear instruction regarding a product’s features and benefits.
The “internal use only” nature of reference guides provides a forum for direct and clear instruction regarding a product’s features and benefits.
2. Serves as a reminder on “how to”
The reference guide should go through the set-up of the sales tool and explain how to navigate it properly. For example: What needs to be highlighted? What is the goal? The reference guide should contain details that the sales team needs to know when they start using it.
3. Reduces training time for employees
Although getting everyone together and discussing a new sales tool is effective, having a reference tool can cut down on training time, meetings and emails. All the details required about the tool and how to use it should be included in the guide.
All the details required about the tool and how to use it should be included in the guide.
A reference guide can also build confidence in new employees, as they don’t have to memorize everything and will have a resource that can act as a refresher as time goes on.
For more information about creating effective reference guides, contact us today at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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Six ways to give more productive feedback
We’re not talking about your annual review here. We’re talking about finding more productive ways to give feedback on creative – whether it’s design or copy.
One thing is for sure, creative types in financial services marketing usually have pretty thick skin. Nevertheless, vague feedback can cause unnecessary stress, as writers and designers try to help you achieve your goals.
Here are six ways to give more productive feedback to the creative types in your organization:
1. Be specific
Referring to specific issues will help you avoid falling back on phrases like, “Well, it’s hard to say but something about that colour just doesn’t work for me.” Instead, you should express more focused ideas like, “We used this blue on a campaign last year, and we got some negative feedback from sales. Can you try a darker shade?”
2. Provide feedback in writing
If for no other reason than to provide a reference, providing your feedback in writing is often a good idea. This is especially important if you weren’t able to give your feedback in person and had to make a phone call. Be as precise as possible with the language you use in your communications.
Be as precise as possible with the language you use in your communications.
3. Tie feedback into project goals
This is just as good for you as it is for the person receiving the feedback. By tying your ideas back into project goals, you’ll ensure you aren’t just giving your opinion.
4. If your feedback is substantial, book a meeting room
The last thing anyone wants is to be embarrassed in front of their colleagues. So, if someone has really missed the mark – which is bound to happen now and again given tight turnarounds and multiple demands – book a meeting room and provide your feedback in private. It’s a classy move, and one that will be appreciated.
Book a meeting room and provide your feedback in private. It’s a classy move, and one that will be appreciated.
5. The “bad news sandwich”
I think we can all agree that even if we know we’re being fed a bad news sandwich, we still prefer it to the alternative. What’s a bad news sandwich? It is when you nestle your feedback in between positive comments. There’s no better way to maintain a great working relationship than to share some praise while offering a critique.
6. Facilitate a conversation
Feedback can be much more constructive if there is a back and forth, and hearing the reasons for why something was done one way might even change your mind.
If you have marketing questions, we can help. Contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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Another PSA for meetings: be a better attendee
A productive meeting can move a project ahead, energize a team, and lead to creative improvements and innovation. We’ve shared some tips on running more effective meetings, but a meeting’s attendees can also make a big difference in the overall success of the meeting.
In our first PSA post, we encouraged meeting organizers to focus on PSA: preparedness, structure and action. There is a PSA for meeting attendees too, and this PSA stands for: preparedness, support and attention.
Be prepared
Being on time is obvious, as is bringing in associated meeting materials. To make the most of the time spent in your meeting, it’s best to be familiar with the meeting materials and to be ready to update your colleagues on relevant developments from your area(s) of work.
Support the meeting’s goals
Help the meeting organizer keep to the agenda (and end the meeting on time) by staying focused on the topics being discussed and by contributing to the discussion. Be ready to make decisions and help move your project forward when required.
Pay attention
Meetings can be great opportunities to learn about new trends and initiatives in your industry or your organization. By following this PSA, you’ll be contributing to a culture of respect and attention, which is a valuable trait that will be noticed and appreciated at your next meeting.
Listen, ask questions, take notes and, above all, ignore your smartphone.
For more tips on effective marketing communications strategies, contact us 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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A PSA on running more effective meetings
Ext. Marketing Inc.’s account management team has been to a lot of meetings over the years. And we’ve noticed some of the best meetings result in: (1) deadlines being met and (2) outstanding project outcomes.
We’ve put together a PSA – which stands for preparedness, structure and action – on how to run outcome-oriented meetings.
Be prepared
To ensure maximum participant preparedness, email an agenda to attendees before the meeting. Maybe even attach the agenda to a meeting reminder.
Your preparation for the meeting should include simple things like remembering to bring a pen and some paper with you. We find that a notebook is best. And leave the highlighter at your desk.
Structure your meeting
When creating the meeting agenda – and you always need an agenda – make sure you include an objective. To create the most specific objective, fill in the blank:
“I want attendees to … at the end of this meeting.”
Begin the meeting by sharing this objective with everyone and then proceed with the most pressing issues first.
Define action items
It’s your meeting to close, and people like a strong close. Summarize key takeaways and action items that were discussed during the meeting. If people leave the meeting with a sense of purpose, then you have done your job as a meeting chair. Gather meeting notes from the notetaker, and let everyone know they’ll be receiving a written record of everything that was discussed.
Every meeting will benefit from a strong focus on PSA: preparedness, structure and action.
For more project management tips, contact us 416.925.1700, 1.844.243.1830 at info@ext-marketing.com.
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Idea-generating tips for financial services pros
With new product launches, ongoing regulatory updates and an ever-growing demand for increased communications, financial services professionals have had a lot on the go recently. No surprise that it is hard for people to find the time to come up with great new ideas.
Here are five easy ways for you to generate more great ideas:
1. Keep pen and paper handy at all times
The idea toolkit is simple: all you need is an open mind, a pen and some paper. We know that mobile devices are just as good as pen and paper but, from our experience, these “old school” tools help us to log our ideas, and also help to spark more ideas once we get writing.
Whatever your approach, make sure you are able to record your ideas at all times and in any location.
2. Move your body, clear your head
The irony of great of ideas is that they often pop up when you’re not trying to find great ideas. If you’re in a jam and stuck for ideas, get moving. Exercising – like simply going for a walk – can provide well-needed creative fuel.
3. Cast a wide net
Get everybody participating in idea generation. The best ideas often come from unexpected sources. Try setting up quick meetings, hosting one-off brainstorming sessions and sending unexpected emails to anybody willing to participate.
4. See the trends
If you’re looking for great ideas for your business, you’ll want to keep an eye on trends. Business success often depends on determining what people want today and what they’ll want tomorrow – and then delivering on these preferences.
To get there, you’ll need to be on the leading edge. You can start by listening to what your clients and prospects are saying on social media.
5. Test the water
Just because you think it’s a good idea, that doesn’t mean it is. Put your ideas to the test by getting your colleagues to review them. Be prepared for some honest – and occasionally painful – feedback!
For more creative ideas – and solutions to your most pressing marketing issues – contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
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Top 11 reasons to create clear brand guidelines
If you’re working at a smaller financial services firm, you may not have a brand guidelines document yet. The ideas and rules may be in your head … or they may be in constant flux. Either way, it’s time that changed.
Here are 11 good reasons why you and your company need to create clear brand guidelines. A brand guidelines document will:
1. Boost output
Enable different team members, especially in the marketing department, to work more effectively together.
2. Improve consistency
A brand guideline will help ensure that there is consistency across all of your firm’s communications, from internal HR emails to client-facing microsites.
3. Spread the word
A formalized and well-designed brand guideline will highlight the importance of the brand in relation to your firm’s public image.
4. Provide direction
Provide practical instructions on daily usage, so you’ll have to answer fewer questions. Your coworkers will thank you for this clarity.
5. Strengthen reputation
An inconsistent look and feel can weaken your firm’s reputation. So provide guidelines that reinforce a positive perception of your company.
6. Guarantee look and feel
Little things, like the regular vs. the narrow version of a font, can have a big impact. Help ensure everyone is using the right font, colour palette, graphics, etc.
7. Build relationships
Build relationships with different departments by working towards a common goal.
8. Increase output
Boost creative output by focusing everyone on the message, not the design details. You can save your design team many hours by cutting down on the number of revisions they need to make.
9. Educate coworkers
Provide a quick education on brand for new members of the marketing team.
10. Speed up changes
A well-thought-out brand guideline can make brand updates plug-and-play as any question can be addressed.
11. Stay ahead of your competitors
You can help your company maintain a leading edge by creating a strong, recognizable brand.
It might seem difficult to find the time to create a clear brand guideline for your firm, but it’s worth the effort. So schedule some time over the next while, and enlist your team and Ext. Marketing Inc., to get it done.
We can help you craft your firm’s brand guidelines. Contact us at 416.925.1700, 1.844.243.1830 or info@ext-marketing.com.
Read more:
5 steps for a successful marketing materials audit
How to use the media to build the profiles of your people and products
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.
How to turn lemons into lemon meringue pie
Let’s consider a hypothetical but plausible scenario. It’s February 2016 and you’re a writer in a marketing meeting to discuss the next batch of articles for your advisor publication, due for distribution in April. You’re kicking around topics and decide it would be great for one article to highlight the benefits of investing in corporate class funds.
Brilliant! Your company recently launched a mini-suite of corporate class funds and minimizing taxes is always a popular subject. Even though you want to position the piece as something advisors can share with their clients, you realize another benefit of the article is that some advisors don’t fully get the concept of a mutual fund corporation, so you can help sway them as well.
Your marketing manager pulls together some insights and data from partners around the organization, and builds the creative brief. You do a bit of extra research to flesh out the piece, craft an outline and then write the article. Your masterpiece makes the rounds until it’s finally signed off. Satisfied, you put this article to bed and wait for it to appear in the April publication.
Here comes the lemon
March 22nd rolls around and the Federal Budget declares that the tax-deferral feature, which is a significant benefit of corporate class funds and a big reason why people invest in them, is going to be eliminated. You panic but then calmly go online to understand the tax measure a bit better, to see if it’s as punitive as it seems. Yup, everyone’s talking about how this move will be a game-changer. Your article must go to print the following week. Back to panic mode.
Start making that pie
After consulting with your team, you proceed with the article, but you’ll remove the tasty bits about tax deferral and expand your focus on the remaining benefits of mutual fund corporations, such as the ability to shift income throughout the corporation so one class doesn’t take on an excessive tax burden.
You get more creative and collaborate with your design team to create a cool visual that illustrates the benefits of income reallocation. You’re still short on copy, so you venture out of your comfort zone and approach the head of your tax and estate team to get a nice quote about how corporate class funds are still useful in tax planning. Hey, this piece isn’t a disaster after all. Maybe it’s lost some punch, but you’ve managed to have a nice recovery from what seemed like a big mess, and you still get the article to print on time.
It’s natural to be flustered or upset when assignments don’t go the way you had expected, but keep at it and find new ways to make your work count. Sometimes your revised piece will end up even stronger than the original. Sweet!
P.S. We now have a hankering for lemon meringue pie.
For more insights on how to make the most of out of a challenging assignment, contact us at 416.925.1700 or info@ext-marketing.com.
How to communicate with investors about underperformance
Financial services marketers face challenges every day, from writing investor education articles to managing complex rebranding initiatives. There’s one marketing challenge that we all wish would never happen, even though it’s inevitable: communicating with investors about an underperforming investment solution.
So, tip #1: don’t hide from underperformance. Quite the opposite. Get in front of it, be transparent and talk about what matters most to investors. Trust and understanding will go a long way to building a strong, enduring relationship.
Identify investor concerns
Any project that tackles underperformance must start by identifying investor concerns. And when it comes to performance, investors typically have two highly important concerns:
- Am I overpaying for my investments?
- Will I achieve my financial goals?
Once you know investor concerns, use them to identify your key messages. Fees and the value of advice are hot-button topics in the financial services industry but for the purposes of this article, let’s move forward with the idea of reassuring your investors that they will meet their goals.
A note on the causes of underperformance
The reasons why a fixed income solution may underperform are different from those for an equity solution, and within equities, a Canadian solution may underperform for different reasons than a global solution. For example:
- A bond fund could underperform because of unexpected interest rate moves
- A Canadian fund may underperform because of its weighting to energy companies
- A global fund could underperform as a result of its geographic allocation
The point here is that no one-size-fits-all strategy exists for communicating about short-term underperformance. To do it right, you need robust product and industry knowledge, and the ability to make complex issues investor friendly.
Execution
You’ve identified the primary investor concern: they’re uncertain whether they will achieve their financial goals. Could there be a more valid concern? We don’t think so. So, now it’s time to execute.
1. Create a special brochure
By crafting a special print- and web-friendly brochure, you create an opportunity to talk about the benefits of the underperforming solution. For example, you can highlight:
- The manager’s philosophy and process – this is especially important if your firm has a strong history or if the manager has a truly unique approach
- The solution’s role in a diversified portfolio – investors may question why a certain solution made it into their portfolio, offering you the opportunity to talk about asset allocation
- The importance of focusing on long-term goals rather than short-term volatility – remind investors that they are on the right path
2. Build a microsite
If you want to reinforce the importance of diversification and asset allocation, you can create an interactive microsite that uses the underperforming solution to diversify investor portfolios. Microsites are a great choice since they can have a long life. Why? Because, in this example, the asset allocation story is important at all times.
For microsite tips, read Why microsites are a big deal.
3. Produce a whitepaper
We think that an investor-friendly whitepaper is equally valuable as a brochure in this situation because they naturally have a more sophisticated feel that relies on data. Talking about underperforming investment solutions isn’t about whitewashing poor returns, it’s about explaining the situation effectively and data can help you do this with clear examples.
For more on whitepapers, read Whitepaper tactics that work and Five best practices for creating better whitepapers.
4. Write an advertorial
Support your investors by supporting advisors. We recommend writing a piece specifically for a trade publication that not only references, but also builds, on the whitepaper mentioned above. Advertorials are a great way to reach a broad audience, and you can tie them into other marketing and ad campaigns.
5. Host a PM roadshow
Although portfolio manager roadshows might be falling out of favour as a result of their high costs, and while they aren’t our first recommendation, they’re still effective and beneficial if the portfolio manager believes a roadshow could help with retention efforts.
Since mutual fund underperformance is unavoidable, we think you should turn the challenge into an opportunity for you and your firm. Your honesty and transparency will help you build stronger relationships with investors. And don’t forget to equip advisors with relevant materials first, since they are the ones who communicate directly with clients and field many of the performance questions from them.
If you need help writing about an underperforming investment solution, contact us at 416.925.1700 or info @ext-marketing.com.
No time for writer’s block? Banish it forever
Here’s the scenario: You’ve got an article to write on an interesting topic. You have more than enough time to meet your deadline and an editor lined up to perfect your words. There’s one big problem, though. The words won’t come. You’ve got writer’s block.
You’ve been staring at a blank page for days. And your deadline, which seemed generous at first, is starting to close in on you. Every writer has been there. What can you do about it?
One idea is to put your article aside until the eleventh hour. There’s nothing like the adrenaline of an immediate deadline to make you put pen to paper – or hand to keyboard. We know from experience that this trick often works, but it also leads to plenty of stress. What it likely doesn’t lead to is your best work.
Try one of these other tips, which we think you’ll find more productive.
Do something fun
Writers are often told that they should write early in the morning. Science says that’s when writers are most creative and least likely to be distracted by all the other things they have to do that day.
But when you’re completely stuck on an article, going straight into writing mode first thing in the morning might not work. What’s more, it might derail your day as you spend hour after hour trying to figure out what you want to say.
Why not start your day with a project you’re excited about? It’ll be more fun, make you feel productive and put you in the right mindset.
Take it one step at a time
At this point, you just want to get this article done. You’ll be tempted to start at the beginning and work your way through until you’re finally – finally! – done.
When you’re dealing with writer’s block, though, we find the best approach is to break your task up into chunks.
Step 1: Get organized
Start with something small, like creating a new folder (physical or virtual) where you’ll keep all your research and drafts. With this one little step, you’ve accomplished something and you’re one step closer to meeting that deadline.
Step 2: Research
Do some reading. Find out what other people have to say on the topic you’re writing about. Make a bullet point list of any ideas you find interesting, and add your own thoughts to those bullet points.
Step 3: Create an outline
Use your bullet points to create a rough outline. It doesn’t have to be great at this stage, because you’re going to do a bit more research and continue putting more and more ideas under each of those bullet points. Move those bullets around until you have groups of ideas that fit nicely together. Before you know it, you’ll have a solid outline.
Step 4: Write
With a solid outline, getting started on the task of writing will suddenly seem much easier. All you need to do is turn those bullet points into sentences and paragraphs, and you’ll have a first draft. The draft may still need some polishing, but you’re most of the way there now!
Procrastinate productively
Remember that writing is more than putting words on paper. It’s also about thinking through your ideas and deciding what you want to say and how you want to say it. You should feel free to walk away from what you’re writing when you need to for some quality “thinking time.”
And if you use these breaks to do something productive, you won’t think of it as time wasted. Here’s an idea: offer to go on a coffee run for your colleagues. You’ll get fresh air and exercise – which are both known to be good for creativity – and your colleagues will thank you.
With writer’s block, know you’re not alone
If none of these tricks are working for you, we have one last tip. Kick back, have a drink and take comfort in knowing that every writer has been where you are right now. May we recommend some Writers Tears (the Irish whiskey of choice for the writers at Ext. Marketing Inc.)?
Stuck on content that was due yesterday? We can help. Contact Ext. Marketing Inc. today at 416.925.1700 or info@ext-marketing.com.
Make the most of interviews with subject matter experts
If you’re in a marketing communications role and are asked to interview one of your company’s subject matter experts, be thankful for the opportunity. Not only does it give you the chance to build relationships with influential people in your company, it also shows that your superiors have confidence in you to handle this important task.
So, yes, be thankful for the opportunity … and then be well prepared so you do it right.
Subject matter experts (“SMEs”) at your company could be a portfolio manager, tax and estate expert, executive or anyone else with insights or knowledge whom a broader audience may want to hear from.
Preparing for the interview
Before you interview your SME, here are a few things to consider:
- Develop a tightly focused topic for your piece and be clear about why the piece is being produced (e.g., what are you looking to achieve?)
- Define your target audience. Is it internal staff? Advisors or consultants? End investors? Knowing your audience will help you with the right tone, content, degree of complexity, etc.
- Research the topic and gather background materials related to the topic and/or the SME you’re interviewing. You want to ask intelligent questions, be conversant in the topic and be able to probe smartly during the interview
- Once you figure out what kind of insights and information you want from the SME, you can devise questions accordingly. Don’t ask more than you need to, be clear and precise when formulating your questions, and give the questions in advance (if possible) to the SME so they can prepare and provide thoughtful, useful answers
During the interview
It can be intimidating at times to interview a “power player” at your company. Here are some tips to handle the task:
- Be relaxed and confident, speak clearly and give your SME time to think about their responses
- Take good notes and, if you’re doing a phone call, consider recording the conversation and getting a written transcript. This is a great safety net in case you either missed something in your notes or wrote things down inaccurately. Also, if there was something you didn’t quite understand, you can review the transcript to help you make sense of the answers
- Get all the information you need and allow your SME the chance to “go off script” and offer additional insights they believe could be helpful. Stay focused and respect the SME’s time
After the interview
- Establish post-interview lines of communication. Ask if you can follow up with the SME if required, and invite the SME to share other thoughts or relevant materials if they think of something after the interview
- It’s generally a good idea to share your draft article (or at least the quotes you intend to use) so the SME can make corrections or clarify certain points
It’s a big responsibility to interview a SME and create an article that best conveys the insights you’ve gathered. With good preparation and interview protocol, you’ll be on your way to doing a great job.
For more insights on how to make the most of a SME interview, contact us at 416.925.1700 or info@ext-marketing.com.
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.
Hook ‘em with a strong call to action
Last week we shared some simple – and extremely effective – ways to improve your web copy.
Today’s post about calls to action is equally important, not just for your web copy but for all of your results-focused writing.
Here are three ideas to help you write better calls to action:
1. Abandon “want more” and “learn more”
These are the easiest ways to start calls to action. And while there is nothing wrong with them, there are better alternatives. Choose verbs that have strong, clear actions. For example:
- Choose
- Protect your
- Boost
- Find a
- Explore
- Build
- Create
- Lead
- Discover
- Click
- Craft
- Achieve
- Reach
- Overcome
- Sign up
- Download
There are plenty more but you get the point.
2. You can – and should – have more than one call to action
Direct your readers to blog posts, brochures, calculators and whatever else you can. Calls to action are one of the greatest ways to continue and expand the conversation, as well as add more value.
In a brochure, consider having a call to action on every page. On a website, you can write in-line calls to action or include them as sidebars and call outs.
3. Use them to answer potential questions
Generally, calls to action answer just one question, “What do I do next?”
But they can answer any number of questions. What questions/objections could your readers have? You can also use your calls to action to answer questions and overcome objections.
For example, if you are writing about the cost of retirement, you reader may ask, “How did they come up with that number?” Answer your reader with a call to action that points to a retirement savings calculator. It could look like this: How much will you need in retirement? Check out our retirement calculator today and discover how much you’ll need.
The best way to find out what you need is to put yourself in your readers’ shoes. If you have more resources to help them or more answers that they may be looking for, use a call to action to help them take the next step.
Contact us today and start crafting better calls to action. You can reach us at 416.925.1700 or info@ext-marketing.com. You can also connect with us on Twitter and LinkedIn.
Strengthening the writer-editor relationship
Being a good editor involves a lot more than being an expert on grammar and spelling. Good editors work with writers through every step of the writing process.
They may set an editorial calendar to help writers come up with relevant topics to write about. They reorganize and restructure documents so that a writer’s words flow and make an impact. Good editors also research and fact-check to make sure what a writer says makes sense and doesn’t lead to embarrassment.
All of this requires an open line of communication between writer and editor, as well as a great deal of respect on both ends. Here are five tips to help editors keep the writer-editor relationship strong.
1. Remember who the writer is
Editors might make a lot of changes to a document, but one thing they should never mess with is the writer’s voice. At the end of the editing process, the edited piece should still sound like the author wrote it.
This can be a challenge when working with a writer for the first time, whose voice you’re not yet familiar with. At this stage, you may be required to have a few in-person conversations and multiple rounds of editing to get the tone just right, but always remember whose name will be on the finished piece.
2. Know what you’re being asked to do
Some writers may want you to fix egregious errors only. Others might want substantial help with organization, consistency and style. It can be frustrating to be asked for a light copy edit when you know the piece needs so much more but, in many cases, this isn’t the editor’s call.
Know what’s expected of you before you start editing and deliver exactly what the writer asked for. Otherwise, you’ll have an unhappy writer who isn’t likely to work with you again.
3. Know your writer’s audience
Is the writer producing copy for print or the web? Are they writing for a broad audience or for experts in a certain field? How many people are likely to read the finished piece?
Learn everything you can about your writer’s audience. If you don’t think the writing makes sense for that audience, let your writer know and offer suggestions on how to fix things.
4. Meet your deadlines
This goes without saying. If you think you can’t meet a deadline, let the writer know immediately. But there should a very good reason. Maybe the scope of the project has changed completely or you’ve had a family emergency.
Even with a good reason, consistently missing deadlines is a great way to permanently damage the writer-editor relationship.
5. Communicate, communicate, communicate
Tips one through four mean you’ll need to be in close contact with your writer. Ask lots of questions along the way. For a novice writer, or one you’ve never worked with before, explain the changes you’re making so they make sense to the writer.
The right editor has the skills, expertise and finesse to make anyone’s words shine. Interested in finding the right editor for you?
Interested in finding the right editor for you? Contact Ext. Marketing Inc. today at 416.925.1700 or info@ext-marketing.com.
When you get good press, keep the momentum going
If you’re in financial services media relations or corporate communications, you know it’s challenging to earn positive press. Compared to the U.S., we don’t have many trade outlets to pitch.
So, when you do score some good press, pat yourself on the back – and then get back to work because your job is only partly done.
Be it a magazine or newspaper feature, TV interview, web profile or something else, you want to leverage the positive press as much as possible. The focus could be on a product, portfolio manager, senior executive or your company in general – it’s all good. You have an opportunity to help your Sales team start a productive conversation (with a prospect or existing client), retain assets or close a deal.
You have an opportunity to help your Sales team start a productive conversation (with a prospect or existing client), retain assets or close a deal.
3 ways to leverage good press
1. Article reprints
This is the most traditional way to push your story out to a broader audience. With article in tow, your Sales team can distribute the positive piece to clients who may be interested in a particular product, portfolio manager, asset class or sector. Every publication is different but, in general, you’ll need to contact the outlet to purchase article reprint rights. You can usually buy digital rights at the same time, allowing you to share the article electronically and post it on your internal/external websites.
Two caveats to consider. First, be selective because buying reprint rights can be costly. Make sure your Sales team and other colleagues can really use this article to their advantage. Second, the rights are typically time-bound (e.g., for six months or a year), so have a plan in place to make prompt use of the article.
2. Linking
A cheaper way is to link to the article (or video/audio clip) in email messages, e-newsletters or from a website teaser that you create. Just be mindful that the piece will be housed on the media outlet’s website, so you’ll be relying on them to keep the content posted for a certain period of time. Also, since some sites impose paywalls that may impede access to content for some of your target audience, linking is not always an effective route to take, despite the cost efficiency.
3. Social media
Tweet out article content and key quotes (if any) in a steady, methodical drip, while linking to the article, video or audio clip. If you have a corporate LinkedIn account, you can post the content there (or even do it from your personal account if you wish). You could also share it on other social media platforms to maximize exposure and keep the positive buzz circulating through cyberspace.
For more insights on how your company can benefit from leveraging good press, please contact us at 416.925.1700 or info@ext-marketing.com.
Good, bad and ugly: The changing rules of grammar
Since the dawn of time – or at least since the first cavemen started chiselling on stone tablets – people have debated what constitutes proper use of language. Fact is, grammar is fluid and as times and trends change, writers adapt the rules – for better or worse. Here are five examples of grammar faux pas that are now generally accepted.
1. Using certain nouns as adjectives
As an example, it used to be that “American” was the adjective and “U.S.” (or “America”) was the noun. However, it’s now accepted to say something like “The U.S. financial system is gaining stability.”
More recently, many people are using “woman” as an adjective – e.g., “This firm has a high percentage of woman portfolio managers.” Of course, “female” is the correct adjective. Even worse, some writers use “woman” and “female” interchangeably as adjectives in the same piece, without rhyme or reason. Double whammy.
2. Splitting infinitives
Teachers used to implore their students never to split infinitives. Then the TV show Star Trek talked of the mission “to boldly go where no man has gone before,” and the split infinitive lost its stigma. Other languages like French and Italian keep their infinitives as one word, so no worries about splitting those.
3. Ending a sentence with a preposition
Purists may cringe when people finish sentences with a preposition, but most anyone else won’t even blink at a sentence such as “That’s a big hole to climb out of.” Sometimes it’s just more pleasing to the ear than to say “That’s a big hole out of which to climb.”
4. Using the plural “their” in relation to singular nouns
Practicality was the impetus behind this morphing grammar rule, as it’s cumbersome to write – and worse to read – a sentence like “When an individual squanders his or her money, he or she will find that tough times will soon beset him or her.”
5. Using certain adjectives, instead of nouns, in a compound adjective
This one’s hard to explain but examples should help. While it’s grammatically correct to say “Canadian company” or “German scientist,” introducing a second preceding adjective changes the rules.
Although common, saying “a Canadian-based company” or “a German-born scientist” is wrong. The company is not “based in Canadian” and the scientist was not “born in German.” Correct usage is “Canada-based company” and “Germany-born scientist.” Not sure why people tend to do this with countries but not cities. For instance, you’ll see “Toronto-based writer” but never “Torontonian-based writer.”
Language can be so much fun!
We can help you write compelling – and accurate – marketing materials. Contact us at 416.925.1700 or info@ext-marketing.com.
Web design languages for complete beginners
Thinking about updating your website and wondering how it’s done? Well, if your energies are focused on your clients, not website construction, we’re going to briefly explain how three web design languages – HTML, CSS and JavaScript – are used to build a website.
Knowing this isn’t going to help you build a website. But it will help you understand what the people you pay to build your website are doing.
HTML
HyperText Markup Language (HTML) controls the underlying structure (or “semantics”) of your website. Among many other things, your web designer uses HTML to:
- Label headings and paragraph copy
- Create links to other webpages
- Label images
- Structure a page’s content
- Create lists, tables and forms
Also, well-written HTML code is more fundamental than ever as accessibility – e.g., designing a website that is easily understood by the screen readers that visually impaired users rely on – becomes more important.
When you see tags such as <body>, <p> and <section>, you’re looking at HTML that is structuring the content on your website.
CSS
Cascading Style Sheets (CSS) language controls how your website looks. From font size to background colour, your web designer uses CSS to make design decisions. Well-written CSS is essential because it will help you redesign your site quickly without running into problems that are hard to solve.
Have you changed your brand colours recently and they aren’t reflected on your website? A web designer can fix that using CSS without having to completely rebuild your website.
Code that looks like this:
h1 {
font-color: gray
}
is CSS and it’s telling web browsers how to display your website.
JavaScript
Compared to HTML and CSS, JavaScript is much more complex. JavaScript controls how your website behaves and how visitors interact with it. A classic example of what JavaScript can do is to create a form that alerts visitors, before they submit the form, that they have filled out a section incorrectly.
There’s a dark side to JavaScript: pop ups. As a result of unwanted pop ups, some people have turned off JavaScript in their browsers. Keep this in mind when you’re thinking about any bells and whistles.
Something like “function displayPanel () { …” gives you a clue that the code is JavaScript.
Although there’s much more to the story, HTML, CSS and JavaScript are among the core languages of practically every website you visit … including your own.
Create a website that your clients and prospects will love. Contact us at 416.925.1700 or info@ext-marketing.com and we’ll help you do it.
Be great at meetings – tips for hosts and attendees
Meetings: are they critical interactions or time killers? Depending on the day and your mood, your opinion probably changes a little bit.
Today, let’s call them a necessary evil. And, if you’re going to host or attend one today, we’ve put together a few best practices that ensure you’ll take a leadership role.
If you’re hosting a meeting today
Prepare
To make sure every attendee is as prepared as possible, email an agenda to attendees before the meeting. Even better, attach your agenda to the meeting reminder. Your preparation for the meeting should include simple things like remembering to bring a pen and some paper. We find that a notebook is best … and leave the highlighter at your desk.
Structure your meeting
When creating the meeting agenda – and you always need an agenda – make sure you include an objective. To create the most specific objective, fill in the blank: “The desired outcome of this meeting is for attendees to_______.” Begin the meeting by sharing this objective with everyone and then proceed with the most pressing issues first.
Define the action items
It’s your meeting to close, and people like a strong close. Summarize key takeaways and action items that you discussed. If people leave the meeting with a sense of purpose, then you have done your job as a meeting chair. Gather meeting notes from the notetaker, and let everyone know they’ll be receiving a written record of everything that was discussed.
Finally, be respectful and finish your meeting on time. If you must run a few minutes over, give others who need to go the opportunity to leave before you carry on.
If you must run a few minutes over, give others who need to go the opportunity to leave before you carry on.
If you’re attending a meeting today
Prepare (everyone needs to!)
Being on time is obvious, as is bringing associated meeting materials. To make the most of the time spent in your meeting, it’s best to be familiar with the meeting materials and to be ready to update your colleagues on relevant developments from your area(s) of work.
Support the host’s goals
To help the meeting organizer keep to the agenda (and end the meeting on time), stay focused on the topics being discussed and contribute to the discussion. Be ready to make decisions and help move your project forward when required.
Be ready to make decisions and help move your project forward when required.
Pay close attention
Meetings can be great opportunities to learn about new trends and initiatives in your industry or your organization. Even in a routine meeting, contributing to a culture of respect and attention is a valuable trait that gets noticed and appreciated. Listen, ask questions, take notes and, above all, ignore your smartphone.
Use these tips to take the lead at your next meeting … and don’t forget your pen!
We can help you excel at your next marketing initiative as well. Contact us at 416.925.1700 or info@ext-marketing.com.
Working with millennials
As the oldest millennials reach their mid-30s, they’re turning their minds to big financial goals, like saving for retirement or their kids’ education. At the same time, slightly younger millennials are getting serious about their careers and saving for their first homes.
Whatever stage they’re at, millennials are a key demographic advisors should be striving to communicate more effectively with. Start with these tips:
Encourage research
Many millennials are choosing to manage their own investments rather than work with advisors. There may be many reasons for this, but one that comes up time and again is the idea that millennials are a highly skeptical generation.
They have more access to instant, high-quality information than any generation before them. They use multiple sources to research everything. As a result, they tend not to take advice – including financial advice – at face value.
On the one hand, it can be frustrating to have every recommendation and decision questioned by a client. On the other hand, shouldn’t all clients, regardless of age, be doing their own research and taking some responsibility for their financial education? Encouraging independent research is a great way to build trust with millennial investors.
Let them know that you support their efforts, and look for ways to balance their findings with the advice you provide.
Communicate online
The in-depth annual review is essential for tracking clients’ progress and keeping up to date on their financial goals, risk tolerance and life stage. For most, this review is best handled in person. When it comes to more frequent types of communication, though, advisors should keep in mind that millennials spend a lot of time online. They don’t want to meet in person or chat on the phone any more than necessary.
To stay in touch with millennials, be willing to communicate by email or connect with these clients on social media. If you’re not willing to do so, these investors are likely to find an advisor who is.
Make it personal
That said, millennials are bombarded with email, direct messages and social media notifications. This can be overwhelming.
Communicate with millennial clients when you have information you truly think they’ll want to see. Keep it personal, too. If you come across an article on housing prices in a certain city, and you know your client is looking for a house in that city, send that along. Follow up with ways they can finance a down payment.
Always use discretion
If your clients just had their first baby, don’t terrify them with an article about the skyrocketing cost of a university education.
Maybe start with an article on most common baby names and slowly work the conversation toward RESPs. Remember that every piece of information you send doesn’t have to be about finance, as long as you’re thoughtfully building a connection.
Think about a digital newsletter
Of course, this tailored communications approach is time consuming. If you only have time for a monthly newsletter, one that goes to all clients, make sure the content is relevant to multiple demographics.
Also think about adding a personalized opening line. Something along the lines of, “Hi Jack. I thought the article on career tips for millennial CEOs might be of particular interest to you.”
With these few simple actions, advisors can capture a larger share of this growing market.