Category Archives: Light Reading

Your 3 Step Plan to Healthy Communication

Posted on by Dave Mastovich

 

Photo courtesy of http://blog.arkadin.com/

Photo courtesy of http://blog.arkadin.com/

A recent Kaiser survey asked Americans how they thought the Affordable Care Act would impact them. 57% said they didn’t know enough about the law to say.

In an eHealthinsurance.com poll of small businesses with less than fifty employees, 56 percent believe they are required to provide insurance for employees under the Affordable Care Act beginning in January of 2014. Yet these businesses are exempt from the new healthcare program.

Reaching and influencing individuals across the country is certainly a challenge. On the other hand, the story is so big that an array of mediums exist to tell it and we are ready to talk about it.

Small businesses are one of the key target markets of the Affordable Care Act’s communication efforts. Yet it appears many small business owners do not understand how the act impacts their companies.

This blog post isn’t really about the Affordable Care Act. It’s about the importance of strategic messaging and planning for healthy communication.

Whether you need to reach millions, thousands, hundreds or just your own family members, you can improve your communication with this 3 Step Plan:

  1. Plan, plan and then plan. Spend as much time planning for the communication of the idea, event, product or service as you do in planning to create, develop or produce it.
  2. Accept that how you think it should be isn’t how it really is. Just telling someone something a few times doesn’t work. Using only a couple of mediums—“We have it on our website and we tweeted it” or “We sent a press release and some emails plus bought some TV ads”—doesn’t cut it. Repeat your message in multiple mediums.
  3. Pick your favorite cliche and live by it. Keep It Simple Stupid (KISS). Less is More. Make It About Them. Unfortunately, people often don’t adhere to these principles. Some say they do but then can’t help themselves. Clarity. Brevity. Focus on your audience and what they can takeaway, not on your jargon or corporate speak.

Follow your 3 Step Plan for Healthy Communication. Be disciplined. Start now.

What’s the Big Idea?

Posted on by Dave Mastovich

Ever wonder why those car ads have so much stuff crammed into them that you can barely read the print?

Or wish that a salesperson would stop blabbering about all the features and benefits their product has to offer?

Worse yet, ever sit through a presentation that includes what seems like a hundred PowerPoint slides being read to you by the speaker?

We have all probably been there in some way, shape or form.

The problem arises because the advertiser, salesperson, and speaker all neglected to focus on one big idea.

Instead, they made it about them rather than us…and gave us more information than we wanted or needed. It’s kind of like the casual acquaintance you run into who goes on and on about their kids when you ask how they are doing. All you really wanted was the quick thirty second update…not a breakdown on school, sports, height, weight, friends, favorite food, and so on…

We’re bombarded with messages from the time we wake up until we crash at the end of a long day. We can’t afford to spend more time processing information unless we are sure we need it. We remember creative messages that are memorable and make an emotional impact. We relate to them and they are focused on one main idea.

Think about ads or slogans that you probably couldn’t forget if you wanted to?

Can You Hear Me Now?

Got Milk?

Choose Your Healthcare As If Your Life Depended On It.

Try to remember the last time a salesperson made just the right pitch.

Or you thoroughly enjoyed a presentation or speaker.

The presentation or pitch was focused on you and on one big idea that you still remember today.

The next time you are creating an ad, making a sales pitch, preparing for a presentation, or writing a memo, improve your message by asking yourself:

What’s the Big Idea?

 

David M. Mastovich, MBA, is the president of Massolutions, a Pittsburgh based Integrated Marketing firm that focuses on improving the bottom line for client companies through creative marketing, selling, messaging and customer experience enhancement.

Use the Seinfeld PR Approach to Tell Your Story

Posted on by Dave Mastovich

This is the third in a series of three articles based on content from recent presentations made to college students.

While preparing a speech for a group of college seniors, I focused on the importance of a lifelong thirst for knowledge and achieving positive, incremental change. The end result was a presentation with three key themes:

  • Success, like beauty, should be in the eye of the beholder. You decide what you want to do, how you want to live and what you want to achieve.
  • People will want you on their team if you are organized, efficient and get things done.
  • Potential employers need to know what you are capable of and how you think. Use the Seinfeld PR Approach and tell your story.

The sitcom Seinfeld lasted nine seasons and was named the greatest program of all time by TV Guide. Yet it was described as “a show about nothing.”

While Seinfeld focused on the minutiae of everyday life, its popularity was driven by our ability to relate to and like the key characters. They seemed believable, real and hilarious. We knew someone like them or noticed that some of our own quirks were similar.

When we try to communicate our own message, why not focus on the real stuff that makes us unique? Instead, many people think they need to embellish things or avoid talking about what they see as “nothing.”

Don’t underestimate what you’ve done. What you see as nothing can be interesting to others. Tell your real story in a creative way.

Why is it relevant to members of your target markets? What will help them relate? Why should they care? Break it down to a basic, core theme—What’s in it for Them?

Once you’ve developed your real story, tell it again and again. Use memorable anecdotes, ask questions and listen.

Focus on Less and More: Less talking, more listening, more real stuff. And remember it’s not a story about nothing. It’s a story about you, what you’ve accomplished and what you bring to the table.

 

 

6 Things To Do With Emails

Posted on by Dave Mastovich

This is the first in a series of three posts based on content from presentations made to college seniors.

While preparing a speech for a group of college seniors, I focused on the importance of a lifelong thirst for knowledge and achieving positive, incremental change. The end result was a presentation with three key themes:

  •  Success, like beauty, should be in the eye of the beholder. You decide what you want to do, how you want to live and what you want to achieve.
  • Potential employers need to know what you are capable of and how you think. Use the Seinfeld PR Approach and tell your story. What you think is nothing can be interesting to others.
  • People will want you on their team if you are organized, efficient and get things done.

DM IUP ACME

For this post, here are some tips to improve your organizational skills.

6 Things To Do with Emails:

  1. Act–Act on it immediately.  If something can be done in less than 15 minutes, act on the task immediately and complete it.  Then, it’s done and off your ‘to do’ list.
  2. Tickle–If a task requires action within two weeks, place it in your ‘Tickle’ folder along with a due date. Your ‘Tickle’ folder should be reviewed two or three times each week with actions taken based on priority.
  3. To Do–If the item needs acted on within the next week and you can’t work on it immediately, put it in your ‘To Do’ folder.  This folder will contain multiple items  and  must be reviewed every day to stay on top of your main priority items.
  4. Delegate–Delegate or forward the email to someone. Provide specific timelines and action items for the person assigned the responsibility. Follow up as necessary on the progress.
  5. File–If it is important but not actionable immediately, create a folder and file it as soon as possible.  If you can’t file things quickly, at least file multiple items once a week.
  6. Delete–You need to get rid of emails if they are not relevant now or won’t be within six months.  Enjoy deleting. It should be a liberating experience.

The key is to touch the email once and then have a plan for it. Use these 6 Things To Do with Emails to become more productive and gain peace of mind.

But What If It Doesn’t Work?

Posted on by Dave Mastovich

When we have an idea, one of the first things we ask ourselves is “But what if it doesn’t work?”

How many times does this prevent us from trying something new? How often do we accept the status quo even though we think there has to be a better way?

It’s OK to consider what might happen if an idea doesn’t work as long as we ask two other important questions:

“What if it does work?”

“What do we stand to lose by sticking with the current way of doing things?”

We subconsciously fight change. Our self-doubt and negative inner thoughts prevent us from proposing or implementing new ideas. We avoid or ignore problems and make irrational rationalizations like “That’s not my responsibility.”

Whether you are a team member, middle manager or senior leader, you owe it to yourself and your organization to focus on creative solutions that improve your customer experience, operational processes and overall bottom line.

You have to do your part to foster an environment of creativity and innovation. Challenge assumptions. Offer solutions rather than just pointing out problems. Ask questions of peers, bosses, subordinates and customers. Actively listen and think about what you hear.

Try following the 5 W’s Technique used by journalists, police officers and market researchers.  Ask and answer: Who? What? Where? When? Why?

*Who do you want to reach and influence? Clearly define your target markets. Learn how they think. What makes them tick? Why do they say both “yes” and “no?”

*What are you selling? Not just the mission statement or website copy points. What are you really selling?

*Where do we have a competitive advantage? What makes us different? Why do they want and need us?

*When can we maximize our opportunities? When do they (your target audiences) want and need the solution?

*Why aren’t we making it happen?

Instead of convincing yourself a new idea might not work, ask the 5 W’s. The answers will lead to creative solutions that enhance your customer experience.

How to Make March Madness Work for You

Posted on by Dave Mastovich

Solutions to help you grow…

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March Madness.

The phrase rolls off the tongue, triggers memories and signals what’s coming again, like it or not.

But where did the catchy name for the NCAA Men’s Basketball Tournament come from and how did it become a cultural tradition?

The answers make for a case study in how grassroots marketing and creative story telling can build brands, create rituals and influence behavior.

The NCAA tournament celebrates its 75th Anniversary this year.  It wasn’t known as March Madness until 1982 when CBS broadcaster Brent Musberger borrowed the phrase used by The Illinois High School Association for their state basketball tournament since 1939.

But it’s not just a cool name. The NCAA tournament combines talented college players, fan loyalty and a win or go home format with creative messaging from partners like ESPN, CBS and hundreds of sponsors to win our hearts and minds.

How can you learn from March Madness and make your marketing better?

  • Make It About Them (us!): Are you ready to fill out your bracket? If not, you know you’re going to hear about it from someone, somewhere. It’s estimated 30 million people will complete an NCAA bracket. You can watch multiple games at the same time, on your TV, smart phone or desktop. Sponsors offer interactive promotions. Something for everyone.
  • Make an Emotional Impact: Video highlights become works of art with fast paced shots and inspirational music. Stories are told about players, coaches, families, schools and even mascots. The end result is an emotionally charged three-week event featuring Cinderella teams, heart breaking losses and amazing performances.
  • Make It Memorable: The Big Dance. Bracketology. Sweet Sixteen. Elite Eight. The Final Four. Now that’s memorable messaging.
  • Make Social Media Part of Your Marketing Mix: In 2012, more than a billion dollars was spent on marketing related to March Madness, surpassing even the Super Bowl. Social Media continues to take a bigger piece of that pie as sponsors engage customers with promotions like Northwestern Mutual’s Bracket Challenge. The NCAA and ESPN get in on the action with a Facebook page (400,000+ fans) and Tournament of Tweets (3 million).

Enjoy March Madness and make your marketing better.  Count it. Two points for you.

 

Who “Owns” Drew Barrymore?

Posted on by Dave Mastovich

We  relate to certain athletes and entertainers as being “ours” because they came of age at the same time we did.

Drew Barrymore, who is celebrating her 38th birthday today, is one of those celebrities that multiple age groups call their own. People in their 20’s, 30’s, 40’s and even 50′s can all make a case that she is “theirs” or maybe that she’s not, depending on perceptions.

It led me to take 10 minutes I didn’t have to Google her.

Barrymore’s first big time role was in E.T.: The Extra Terrestrial way back in 1981 when she was only 6. After a rough patch in the late 80’s and early 90’s, she went on a bit of a run starring in movies like The Wedding Singer, Riding in Cars with Boys and Charlie’s Angels from 1995 through 2000.

During this century’s first decade, she became one of the highest paid actresses commanding $10 million per film for box office hits like 50 First Dates (referenced in my How to Avoid Information Overload and Do More with Less presentation) and showed off her marketing skills as co-creative director for Proctor & Gamble’s Cover Girl.

Recently the actress, producer and director launched her own makeup and beauty brand called Flower, with 181 products including eye shadows and nail polishes priced from $5 to $14 sold exclusively at Walmart.

“We wanted something special. We were not interested in a trend, a celebrity brand that wouldn’t last.” Said Carmen Bauza, vice president of beauty and personal care for Walmart US. “We want this to be here and be here for a long time.”

Walmart needed a celebrity partner with a long lasting image. The Drew Barrymore name and brand are recognized by multiple generations.  The retailer also wanted someone who understands how to create memorable messages and promotions. Barrymore has the track record there too.

Whether she’s “theirs” or “yours,” it’s safe to say Drew Barrymore has built a powerful brand during her 30+ years of celebrity. And she shows no signs of slowing down just yet.

What’s your favorite Drew Barrymore moment? Her  Letterman appearance on his birthday  might make my list…

Happy Birthday Drew.

 

 

Paterno vs. Freeh: No Winners in PR Battle

Posted on by Dave Mastovich

Solutions to help you grow…

When someone we care about is criticized, it’s natural to defend that person. It’s understandable family and friends of Joe Paterno would want to defend the former Penn State football coach.

This week, the Paterno family released their report criticizing the Freeh Report, an independent investigation commissioned by the Penn State board and conducted by former FBI director Louis Freeh and his law firm. The Freeh report stated Paterno, former PSU president Graham Spanier and administrators Tim Curley and Gary Schultz had known about allegations of child abuse.

The Paterno family raised “serious and troubling” questions about the Freeh report’s findings including that there is no evidence supporting the allegation the football culture at Penn State had an impact on the situation.

Sue Paterno, the deceased coach’s wife, and son Jay Paterno appeared on numerous media outlets to discuss the report.

Sue Paterno(left) & Luis Freeh(right)

Sue Paterno(left) & Luis Freeh(right)

*Sue Paterno called Sandusky’s crimes “heartbreaking” and said she prays for the victims.  She also told Katie Couric “if the experts don’t know, how can we know?” about Sandusky’s behaviors.

*On ESPN, Jay Paterno said the Freeh Report “is based on flimsy evidence at best…he jumps to a lot of conclusions that just aren’t supported by facts.”

*He also answered questions on his Dad’s statement about wishing he’d of done more by saying: “He said with the benefit of hindsight I wish I’d done more. I think knowing what he knew in 2001, he did what anybody else would do…”

*Since Louis Freeh and his organization didn’t really have a national image prior to the case, they took the approach of issuing a statement rather than conducting interviews: “The self serving report the Paterno family released today does not change the facts established in the Freeh Report. I stand by our conclusion that four of the most powerful people at Penn State failed to protect against a child sexual predator harming children for over a decade.”

Rebuilding an image after a scandal is a huge challenge. The general public tends to remember an overarching message. Changing the gut feel instincts of people by focusing on specifics or legal/technical requirements is particularly difficult.

When President Clinton attempted to make his case during the Monica Lewinsky scandal that “it depends on what the definition of is is,” it didn’t improve public perceptions and was met by a combination of disbelief and frustration by many.

Jay’s comment that his Dad “did what anybody else would do” isn’t going to change perceptions of those who think his Dad should’ve done more.

It’s difficult to decide when to kickoff a PR campaign to rehabilitate an image. Did the Paterno campaign begin too soon? Will rehashing the story have a positive or negative impact on public perceptions?

In the end, it’s still a sad story and most people will probably maintain the same perception of the parties involved that they had prior to release of the Paterno Report, regardless of the PR efforts on both sides.

What do you think? Is the Paterno campaign dredging up bad news or will it change opinions? Should Freeh defend his report more vigorously?

 

David M. Mastovich, MBA is President of MASSolutions, an integrated marketing firm focused on improving the bottom line for clients through creative selling, messaging and PR solutions. He’s also author of “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling.” For more information, go to www.massolutions.biz.

Brady, Manning: Super Success On and Off the Field

Posted on by Dave Mastovich

Solutions to help you grow…

It’s Super Bowl week and the story lines are plentiful with Ray Lewis retiring and the Harbaugh brothers coaching against each other.

Yet for me, it seems weird without Peyton Manning, Tom Brady or Ben Roethlisberger on the sidelines for only the second time in the past 12 years. Instead, the spotlight will be on quarterbacks Joe Flacco of the Ravens and San Francisco’s Colin Kaepernick.

Brady and Manning are hard acts to follow both on and off the field. In addition to winning Super Bowls and building Hall of Fame resumes, they both have built strong personal brands and landed lucrative endorsement deals. As you’d expect, their approach to marketing is as different as their styles of play.

Tom Brady and Peyton Manning exchange words after a game

Tom Brady and Peyton Manning exchange words after a game

Peyton takes the “every man” approach and pokes fun at himself or his brother. Since beginning his NFL career in 1998, Manning has pitched a whole lot of stuff including DirecTV, Gatorade, MasterCard, Oreos, Reebok, Sony, Wheaties and most recently Papa Johns.

Tom on the other hand sells the cool guy persona as he appears in ads for UnderArmor, Stetson, Dodge Dart, Smart Water and most recently UGGs. Yeah, I know. UGG’s. Where’d that come from?

Two great passers and pitchmen. Two major takeaways:

  • Be Yourself: Tell your story and be comfortable in your own skin. Otherwise, everyone sees through it. Manning’s ads might be perceived as a bit salesy but we know that’s just Peyton. Tom seems like a hipper, updated version of Joe Montana so we cut him some slack when he is a bit pretentious.
  • Make It About Them: Their ads focus on us while compelling us to watch them.  Peyton seems like a regular guy who just might give out a zillion Papa John’s pizzas. Tom makes it look easy while making you think that cologne might work for you too.

On the field, I hope the Brady/Manning era is over and Big Ben is back next year. Off the field, Tom and Peyton will probably continue to succeed because they tell their stories in a way we can relate to…most of the time.

Send us your rankings to BradyManning@massolutions.biz – here’s ours:

 

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4)

3)

2)

1)

 

Get Where You Want to Go!

Light Reading Archives

David M. Mastovich, MBA is President of MASSolutions, an integrated marketing firm focused on improving the bottom line for clients through creative selling, messaging and PR solutions. He’s also author of “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling.” For more information, go to www.massolutions.biz.

 

Better Listening Leads to Better Results

Posted on by Dave Mastovich

It seems like an organization exists for just about everything. My company belongs to the Society for Healthcare Strategy and the Mystery Shopping Providers Association. I’m part of the National Speakers Association. You can probably rattle off a few that are specific to your industry or area of expertise as well.

So I guess it makes sense there’s an International Listening Association. Their mission is to advance the practice, teaching and research of listening throughout the world.

I hear that.

But I just enjoy their statistics, gleaned from years of studying the good, the bad and the ugly of listening. Here are a few nuggets:

 

  • 85% of what we know we have learned by listening.
  • 75% of the time we are distracted, preoccupied or forgetful.
  • We only recall about 50% of what was said immediately after we listen to someone talk.
  • In total, just 20% of what we hear will be remembered.
  • Less than 2% of us have had formal education about listening.
  • People listen through one of four primary styles: people, time, action or content oriented. Females are more likely to be people-oriented and males are more likely to be time or action oriented.

Say what?

I’m thinking it means listening is vital to leading, managing, marketing and selling. Your personal productivity and your company’s success will be enhanced via betterlistening. With that in mind, here are…drum roll please…

10 Ways to Improve Your Listening

1.     Let the speaker finish their thoughts, don’t interrupt

2.     Keep an open mind, don’t judge

3.     Listen without planning what you are going to say next

4.     Give feedback

5.     Pay attention to the speakers posture and body
language

6.     Stay focused

7.     Show respect

8.     Take notes

9.     Make eye contact to keep the speaker at ease

10.   Put as much effort into listening as the speaker puts into talking

Better listening leads to better results. And you don’t even need to join an organization to improve…

Just listen.