Mail fail

September 1st, 2010

The U.S. Postal Service (USPS) recently announced a $3.5-billion loss in third quarter 2010. USPS attributes this largely to the drop in mail volume – which is down a whopping 20 percent since 2007. There is no question that a reduction in direct mail is responsible for this. Whether companies are replacing their mail marketing activities with e-mail and social media, or cutting back on marketing in general, the trend away from mail has been clear for some time.

While more expensive than e-mail, good, old-fashioned snail mail still has its place, particularly in the b-to-b world. I touched on this idea here, and think it’s an important point to bring up in light of USPS’ enduring struggles. Most companies can’t, and shouldn’t replace mail entirely with electronic communications. Here are some tips on using direct mail appropriately and efficiently:

  • Find out how your customers like to receive their communications, and plan marketing campaigns accordingly. Do they use electronic invitations often? If they’ve never heard of Evite, for example, think twice before forgoing printed invitations to your company’s next important event.
  • Use mail when the stakes are high and you want to make a splash. People are more likely to look at and remember nicely done printed pieces. They may even tack them to their cubicle walls.
  • Be selective. Mail is expensive, so don’t waste your resources on unqualified contacts. If you’re on a budget, make sure that your direct mail lists are targeted and that the design and copy of your mail pieces are equally targeted to those audiences.
  • Integrate with the Web. Just because you’re using mail doesn’t mean you should abandon more technologically advanced mediums: Drive people to your website or campaign-specific landing pages and encourage them to connect with you through social media using vanity or personalized URLs on your mailers.

While the USPS may be flailing, mail should not be overlooked as a relevant form of direct marketing.

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Use this, not that

August 30th, 2010

Confusion about similar words abounds, especially when they sound alike. Writers sometimes use one word when they really mean another. Have any of these tripped you up?

Accept, except – These are often misused and confused. Accept means to receive or agree to. Should I accept the gift even though I know it’s really expensive? Except means to exclude. Everyone was invited to the party except Bob.

Aid, aide – Aid is assistance. Aid can also be a verb. Pakistan desperately needs aid to recover from massive flooding. Aide is only a noun and it’s a person who serves as an assistant. As a teachers’ aide, Lori helps students learn to read.

Allude, elude Allude is an indirect reference to something. The CEO alluded to his company’s acquisition plans. Elude means to escape or avoid detection. The robber eluded police for several days.

Capital, capitol – These are a little tougher. Capital is the city where a seat of government is located. Cheyenne is the capital of Wyoming. Capital also refers to money. The struggling business needs a large infusion of capital to survive. Capitol is the building in which the U.S. Congress or state legislatures meet. Capitalize U.S. Capitol and the Capitol when referring to the building in Washington, D.C., and when writing about state capitols. The meeting was held on Capitol Hill in the west wing of the Capitol. The Virginia Capitol is in Richmond.

Complement, compliment – My personal favorites because so many people confuse them. Complement is a noun and a verb that indicates completeness or the process of supplementing something. Her new shoes complement her dress. Compliment denotes praise. I complimented her on her new dress and shoes.

Conscience, consciousConscience is a noun for the sense of moral goodness. She could not, in good conscience, keep the wallet that she found in the park. Conscious is an adjective that means being aware. I am conscious of the fact that he lied to me.

Ensure, insure – Use ensure to mean guarantee. We will pack everything ourselves to ensure that nothing breaks when we move. Use insure for references to insurance. The policy insures his life.

Hangar, hanger – I use these so rarely, I always have to look them up when I do. A hangar is a building. The airplane hangar is just to the left of the terminal. A hanger is used for clothes. I need to trade my wire hangers for wooden ones.

Medal, meddle, metal, mettle – Double your trouble! A medal, often made of metal, is a prize for winning something or doing something brave. She won a silver medal in the marathon. Meddle is to interfere in something that is none of your business. Her nosy neighbor liked to meddle in her private life. Metal is a shiny substance that conducts electricity and heat. The artist makes hanging garden decorations from refurbished metal. Mettle is strength of spirit or temperament. She showed a lot of mettle in finishing the race.

Premier, premiere – As a noun, a premier is a prime minister or a leader of a country. Jean Charest is Premier of Quebec. As an adjective, premiere means first in rank or position. President Obama holds the premiere place in U.S. government. Premiere is also a noun and means a first performance. The premiere of  The Lion King will be next Monday.

Reign, reinReign is the period a ruler is on the throne. The king began his reign in 1952. A leather strap for controlling a horse is a rein. I asked Susan to rein in her horse. She took the reins and headed back to the barn.

Sight, siteSight is the act of seeing. It also relates to something that is seen. My mom and I went sightseeing in Ireland last year. We set our sights on traveling across the entire country, but we ran out of time. Site is about a place. The developer selected the ideal site for the new shopping center.

Stationary, stationery – Stationary means to stand still. The soldier remained stationary in his position. Writing paper is stationery. Now that so many homes and businesses have computers, few people take the time to write letters by hand on stationery.

I could go on because there are many other confusing word combinations, but I’m more interested in any that you get stuck on. Send them my way.

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Link roundup

August 27th, 2010

Losing your Friday focus? Ease into the weekend by catching up on the latest marketing and business news:

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A down-and-dirty guide to that vs. which

August 23rd, 2010

Explaining the difference between “that” and “which” has been in my idea file for a while. Don’t feel bad if you don’t know the answer – it’s a common conundrum. Now that I’ve had requests to cover this topic, your wait is over!

I’m all about instant gratification, but first you must grasp essential and nonessential clauses, often referred to as restrictive and nonrestrictive clauses.

You cannot eliminate an essential clause from a sentence without changing the meaning of that sentence. In other words, an essential clause helps define the meaning of a sentence. “That” introduces an essential clause. Some examples follow:

I remember the day that we met in Paris.
This sentence wouldn’t make any sense if I wrote, “I remember the day which we met in Paris.”

That is a decision you must live with.
You’d definitely get some strange looks if you said, “Which is a decision you must live with.”

The senator said that he might run again and that, if he did, Mary Rosenthal would be his campaign manager.
Same principle as the previous examples.

You can delete a nonessential clause from a sentence without changing the basic meaning of that sentence. Think of a nonessential clause as a way to elaborate. “Which” introduces a nonessential clause:

The soccer team’s trophy, which was displayed in the main hallway, is missing.
If you delete the nonessential clause, “which was displayed in the main hallway,” the rest sentence stands on its own. You know that the trophy is missing and, thanks to the nonessential clause, you know where it’s missing from.

He downloaded numerous software updates to his computer, which is the most expensive model he could get.
Taking out, “which is the most expensive model he could get,” doesn’t change the meaning of the rest of the sentence. The nonessential clause just tells you that the guy had a lot of money and could afford a pricey computer.

The company’s new product line includes advanced sorters, which feature adjustable controls and multifunctional monitoring stations, will be unveiled next week.
The important information here is that the company will reveal a new product line next week. If you can’t wait to learn more, the nonessential clause, “which feature adjustable controls and multifunctional monitoring stations,” shares some of the juicy details.

Tip: Essential clauses, phrases or words do not need to be set off from the rest of a sentence, so they don’t need commas. In contrast, commas separate nonessential clauses.

Are you up to speed on “that” vs. “which” now? If you still have questions, check out this excellent Grammar Girl post from Mignon Fogarty.

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Link roundup

August 20th, 2010

Losing your Friday focus? Ease into the weekend by catching up on the latest marketing and business news:

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Webisode watch

August 18th, 2010

The line between entertainment and advertising has become increasingly blurry over the years. First came product placements – now shamelessly crammed into Hollywood blockbusters and even music videos. Then the viral video craze, masterminded by corporate marketers and agencies that sought to make something authentic, humorous and entertaining enough that viewers would share it.

Now comes the latest development in the war against DVR junkies like me, who fast forward through millions of dollars worth of TV spots without a second thought: The Web series phenomenon. It’s been gaining speed over the last couple years, and some have been wildly successful (Ikea, American Family Insurance and Kraft) while others never stood a chance (Maybelline, Palm Pre and Kodak).

A recent Ad Age article analyzes these campaigns and begs the question: Are these efforts actually generating sales or are they just offering Web content that is merely entertaining enough that viewers will overlook blatant commercialization? I marveled at the idea for “In the Motherhood” as much as the next marketer, but Ad Age poses a valid question. Do you think the Web series idea is a fad or an effective advertising channel that’s here to stay?

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Are you spaced out?

August 16th, 2010

Ali recently asked me why people send us copy that has two spaces after periods and other punctuation. I was tempted to tell her that it could be one of four reasons:  A) Outside writers need more breathing room than we do, B) They’re airheads, C) They were trying to extend their page counts or D) All of the above.

We’ll have to go back in history to the days of typewriters to reveal the answer. Remember typewriters? Yeah, those big mechanical things with keys that struck letters on paper. Not quite as ancient as stone tablets, but many of you may not be old enough to have used one. I learned how in high school, and the teacher drilled into us that we should always, ALWAYS put two spaces at the end of every sentence. Being the drones we were, no one ever asked why.

Here’s why: Typewriters used monospaced fonts. That means every character took the same amount of space. A “k” used the same amount of space as an “m,” for example. Because every letter was the same width, adding two spaces made it easier for readers to see where one sentence ended and the next began.

Thankfully, typewriters are now relegated to the dank, cobweb-ridden shelves of thrift shops and everyone uses computers. Most fonts on computers are proportionally spaced, so the characters are different widths. Adding extra spaces doesn’t improve readability; it only annoys those of us who have to go through the copy and delete them.

As a reminder, we follow AP Style, as do most journalists, publishers, marketers and other professionals. The AP rule is one space after a period at the end of a sentence.

The next time you’re tempted to space out, break the habit. I know you can do it!

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Link roundup

August 13th, 2010

Losing your Friday focus? Ease into the weekend by catching up on the latest marketing and business news:

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Virtually friendless? Don’t blame Facebook.

August 11th, 2010

You’ve started to implement social media into your marketing strategy. You’ve created a company blog, Facebook page, Twitter account and LinkedIn profile. You’ve loaded them up with company announcements, industry news and educational posts. So where are your friends, fans and followers, you ask? Probably on the social media pages of other companies that are more invested in promoting their social media presence.

I’ve touted the virtues of social media in several posts. Yes, it’s economical, easy to implement and has the potential to be extremely effective; but just as real relationships take time, commitment and tender loving care, so does your virtual network. What’s more, you have to let your presence be known first, and then convince people that they should want to associate themselves with your company.

If you’re serious about making social media work, you need to integrate it as much as possible into your traditional marketing activities. Here are some specific examples:

  • Post icons or links to your social media pages in e-mail signature lines.
  • Connect to your social network pages from your website.
  • Integrate social media into contests and promotions. For example, contest entry could require that people follow your company on Facebook, or you could post a code or announcement for a sales promotion on your Twitter feed. You could also hold contests directly on your blog, Twitter feed or Facebook page and alert people of them through traditional outreach such as e-mails or postcards. Suddenly, your social network is an exclusive club whose members get special perks.
  • Make your social media even more social: Add social buttons to your blog posts that will allow readers to share your posts on Facebook, Twitter, Digg and more.

Also, it’s not enough to send a single e-mail to your contact list that announces your foray into social media. Just as with your company’s products, you have to continue to market your social media efforts, lest they fall out of your audience’s consciousness completely.

A word to the wise: All the promotion in the world won’t help you if you aren’t active on your social networks and don’t post quality content, links and announcements regularly.

For more information about how to promote your social media efforts, check out these articles:

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Finding homes for little-used words

August 9th, 2010

Fellow word nerds may understand my fascination with the English language. The rest of you probably think I’m one sentence shy of needing some serious help. Who else but brainiacs and the truly twisted delve into the dictionary for fun? I don’t enjoy crossword puzzles, but I’ll challenge you to a game of Scrabble® any day.

Do other writers keep mental lists of words that they hope to incorporate into their copy? Hey, I’ll share mine if you’ll share yours! Some words just sound cool, but they are nearly impossible to work into an everyday story. Others are old-fashioned and have fallen out of use. Here are some on my list:

Bacchanal – One of my all-time favorites, but I’ve never been able to use it, mostly because I don’t write about festivals where drunken revelry is the highlight. That’s what the word references – drunken revelry. I suppose if I were writing about this past weekend’s Lollapalooza, I could get the right context. Of course, I’d rather undergo three root canals and a colonoscopy than attend that event.

Besotted – I associate this word with a bygone era. If you’re besotted, you’re infatuated. I was recently infatuated with someone until he turned out to be a liar and a chump. Chump — now there’s a great word, too. My Webster’s New Collegiate Dictionary says that chump is a “blend of chunk and lump.” Come to think of it, that’s a pretty accurate description.

Catawampus – My late grandmother used this word when I was a kid and I’ve liked it ever since. It means something is askew, as in, “That picture on the wall is hanging sideways.” According to Dictionary.com, the word originates from 1840 and is the “sort of jocular pseudo-classical formation popular in the slang of those times.” I’m not sure I know what that means, but it sounds impressive.

Wracked – Unless you’re writing about someone who is lying awake at night because of doubt, pain or guilt, this one is a bit tough to work into a story. As an aside, it’s easy to confuse this word with “rack, which means framework. The Associated Press Stylebook entry for “wrack,” “rack,” “wracked” and “racked” is confusing enough to make my head spin. I love a challenge, so maybe this will be a topic for a future Style Guru.

This is just a quick list of some of my favorite words. I’ll reveal more in a future post. (I know you’re going to count the days!) Let me know what words make the grade for you and why. In the meantime, read more about the value of a dictionary and why you should keep one for a reference tool.

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