On How To Get People to Read Your Blog

Did it work? Obviously, since you are now reading my blog. But why did you choose to read this particular post?  There are three primary reasons you clicked this link, and they all directly relate to the power of “how to.”

1. Obvious headline.  You knew exactly what this blog was about before clicking; there was no cutesy cliché or clever yet vague play on words.  You clicked this link because you wanted to learn how to get people to read your blog.  You asked, and you assumed based on the title that I would answer.

2. You are empowered.  When you see a blog or video or book that is “how-to” focused, it means that you aren’t just learning about someone else’s product or service and how great it is, but you are going to learn how to best utilize that product or service.  This empowers you to take the next step in executing whatever you are trying to do- whether it’s getting people to read your blog, or learning how to cook a pot-roast, or how to plant tomatoes.  It’s no longer about the advertiser or speaker- it’s about you.

3. Keywords. Think SEO, SEO, SEO.  “How to” is one of the most commonly searched phrases online.  Google alone pulls up about 12,820,000,000 results in 0.20 seconds.  How-to videos and articles are extremely popular online and there is a high likelihood that if you didn’t find this link directly from my Twitter or Website post, you found it through a “how-to” search.  Using strategic keywords in your online titles can have a direct, positive impact on your SEO and readership. Of course you still have to think sensibly about titles- not every article can start with how-to unless you want to tack it on as an accessory like “how to watch this cute video about kittens” or “how-to agency launches new campaign!”

How can you make “how-to” work for you?  Simple.  Just answer the question.  Regardless of what your expertise is, whether it is in advertising/marketing or a particular industry, if you know how to do something, blog it or video it and you will watch your readership skyrocket.  This tactic positions you online as an expert in your field.  You become someone that others will go to for answers.

As for the reason you are still reading this post: How can you get people to read your blog?  Write to them. Use less “I” language about yourself or your brand, and more “you” language about how your reader can best benefit from listening to what you have to say. Find their questions, and find an interesting way to accurately answer them. Become someone they want to hear from.

For an example of a successful How-To Campaign, check out this case study from OC Creative Media (now Sparkhouse).

Mood: Educated

On Shoes: A Plea to Digital Marketers

Dear Digital Marketers

I have a bone to pick with you.  There I was, sitting on my couch, browsing through my Facebook feed, when I saw it.  Your web banner.  I know you inundate my page with art and offers, but this one was different. It was unique. It was beautiful. It was like I was staring at the one thing that would complete me- or at least my wardrobe.

There on the right side of my screen, 4.25 inches down, was the most perfect, stunning, fantastic pair of shoes I had ever seen.  All of your demographic “creeping”  had finally paid off, for you and me, because you had found for me the exact thing that I did not realize I had been missing for my entire life.  You found my bliss.  These weren’t just shoes- these were THE shoes.  They were already a part of me.

Instantly my mind started racing with infatuation for these perfectly designed 3.5 inch stiletto heels as I thought about all of the clothing items in my closet eagerly awaiting these incredible shoes arrival to finally accomplish the mission of completing the perfect outfit ensemble.  So with giddiness and glee I enthusiastically clicked your web banner. 

I spent nearly seven minutes of my life clicking, and typing, and making up passwords that require more complicated settings than my personal bank account, taking style quizzes, giving you my email (my good email! Not even my spam account) until finally I would reach the promised land of being able to purchase my shoes; I risked carpal tunnel to type quickly enough to purchase before they sold out.  But it was worth it.  This was in the name of the perfect pair of shoes.

Now after all of this effort and pent up excitement, imagine my disappointment when I could not find my pair of shoes anywhere on your website.  After scrolling through pages of your “suggestions”, my shoes that I so fervently clicked on were nowhere to be found.  Oh the humanity!

Not only did you once post this image that so seductively lured me in, now you continue to post the same banner ad every day, and on multiple sites.  Why do you taunt me so! What did I ever do to you besides help you boost your PPC by clicking on your banners? 

I conclude with this plea:  Dear Digital Marketers, please take me to the shoes on which I am compelled to click.  Please, help me help you turn your banners into revenue.  Let’s work together.  It’s for the shoes.

Sincerely,

Shoeless Sarah

Mood: Dramatic

On London and France... and Free Underpants

The Japanese have a very different style of advertising than Americans.  They would definitely get an A+ in outside-the-box creative thinking.  The latest ad craze is ad-supported underwear.    I do not speak or read Japanese, not even a sukoshi (Japanese for a little bit),  but fortunately Gizmodo was able to help me out.

As far as I can tell, you simply fill out a questionnaire via website or smart phone, agree to proudly wear company logos on your derriere, and then wait for your free intimates to come in the mail.  I will do just about anything for a free t-shirt, so getting seven free pairs of undergarments every month would be like monthly Christmas for me, but I have to ask what the logic is.  What compels advertisers to believe that spending the money to stamp their logo on drawers across the nation is a wise and fruitful investment?  I’ve been to Japan, and while I did see a myriad of culture differences from the USA, I do not recall anyone walking through the streets pants-less.   Maybe it’s just an incredibly specifically targeted  form of direct mail and they hope to win that individual consumer for life via undie bribery.

Perhaps this trend will spark the latest and greatest ad fad and make its way to the states.  Perhaps this piece of clothing will henceforth be dubbed “mentionables.”

Mood: Fascinated

On The Most Interesting Campaign In The World

I don’t always write interesting blogs, but when I do, I prefer to blog about Dos Equis.  If you’re a commercial junkie like me, I’m sure you’re well acquainted with the most interesting man in the world.  But a television icon can only take a brand so far.  To really reach deep into your demographic, you have to take to the streets. That is why starting this week, Dos Equis is road-tripping to a city near you (They will be in San Diego from October 3-13) to serve up such delicacies as alligator tail empanadas, jellyfish baguette, or grilled kangaroo.  Yum.

Everything about this campaign is interesting smart. The copywriting is genius.  What sets this brand apart from the countless other beer companies in the world?  They’re different.  They’re interesting.  Rather than showing scantily clad women and frothy glasses like every other beer ad, they went deeper in appeal to the male psyche with the message of “Drink Dos Equis and your life will be interesting. You will be more interesting. Don’t just stay thirsty for beer, stay thirsty for life.”  On and off screen this brand is not just marketing a beer, but a movement to do something unheard of.  Is it over-dramatic for me to classify a beer campaign as a movement?  Maybe, but who doesn’t want to be inspired to do something exotic, even if through a satirical fictional manly man.

What is the most interesting thing I’ve learned from the world’s most interesting man?  If you want to be successful in life, you have to try new things.  Put on your big girl shoes, take a big bite of your jellyfish baguette and dare to be interesting.

Mood: Fearless 

Follow Up:  It's here! I finally had my chance to dive into an interesting lunch. While I couldn't muster up the bravery for the Octopus Tostada (something about actually seeing suction cups and tentacles poking out through the beans), the Hare Paella and the Prawn Samosa accompanied by a Mango Soda were deliciously interesting.  The Dos Equis Marketing Team is truly an example of innovation and excellence at their finest.

On Niche Marketing

Where is your demographic on Saturday morning?  For me, most Saturday mornings consist of some serious bonding time with my pillow, followed by a hot cup of coffee and some sort of breakfast item prepared at my leisure.  I, like most Americans, spend my Saturdays in chill-mode.  Saturdays are prime time for television and newspaper ads, but maybe it’s time to think outside the tube. 

Before

This past Saturday, I joined a select few of my more adventurous friends and woke at the crack of dawn to don our white apparel and cruise down to Petco Park for the Color Me Rad 5k.  If you’ve never done a color run, I highly recommend it.  (Note- this is being recommended by someone who typically runs only when being chased, so don’t let 3.5 miles scare you away from all the fun)  Loosely based on the Holi Festival of Colors, Color Me Rad starts with a run and ends with what is essentially a massive street party, only instead of punch and pretzels, it’s color dyed corn starch. (Gluten free since 2012).  It takes a certain type of person to wake up at 5:20a (yes, the dark one) and run into a mob of rainbow powder-pelting peers.  But we do exist, and are what you might call a niche.

After our event concluded, we started walking back to the parking lot and were greeted by a spokesperson for 5-hour energy drinks.  I’ve never purchased one before, but I had an actual person spend some time talking to me about what was in the drink, ask me why I’d never tried it before, and offer me a free sample.  Much more powerful than an on-screen pitch.  When we arrived back at our car, we had a flier for an 80s costume race definitely focused more on fun than a run.

Two excellent examples of groups that did their homework and found their niche market.  It’s not a stretch of imagination to assume that if I am willing to wake up early to participate in a color run, I might be willing to try an all-natural energy drink or wear a pointy bra in my next 5k.

After

In my opinion, more companies should have taken advantage of this opportunity.  Where was Jamba Juice?  Or McDonalds with their all new under 400 calorie breakfast sandwiches? Where were the gyms offering new member discounts or free guest passes? Want to find your target demographic on a Saturday morning? Find their niche.

Mood: Alive

On Having a Loud Bark with your Byte

“He has a right to criticize, who has a heart to help” Abraham Lincoln

Everybody has an opinion, and everybody has an opinion on having opinions.  Most people believe it is noble to have bold opinions and to voice them loudly and unapologetically, as long as those opinions match with their own.  As soon as a voice becomes contradictory, we call it a hate crime, and rush to silence them. Or as soon as opinions become inconvenient, we ditch them.

If you’ve been on any social media or website in the past week, you may have predicted where my burst of opinion on opinion is stemming from.  I can’t go more than 5 minutes without seeing another pro or anti Chick Fil A statement.

It’s not the first time that something like this has happened.  Several companies have taken stances on the issue of homosexuality and gay marriage and many either have been boycotted or crowds have simply threatened to boycott until they decided that was far too inconvenient for them (i.e.- Disney, Starbucks, GAP, JC Penney. )

Will the boycott on Chick Fil A stick? Maybe. Personally, I think it’s a lot easier to stick with taking a chicken sandwich out of our diet than it is to withhold our every morning piping hot soy-no-whip-low-fat-carma-frapa-venti-latte-datte-da drink or a family fun Disney day or front row ticket to the new 3D Finding Nemo theater experience. My question is do we really believe in what we are fighting for, or has social media led us into what I like to call, the Chihuahua effect.

If a company is supporting something that we feel is morally wrong, we should do whatever is in our power to stand up for our beliefs and to raise awareness of their unethical tactics.  But one can’t help but notice though how loudly the bark is on social media but how non-existent the bite is in reality.  It’s easy to type up a heated status condemning someone or something and think nothing of it apart from freedom of speech, but become outraged when an opposing view pops up on the Twitter feed.  Or to post every witty meme and Wonka photo we can find, but never actually do anything to fix the problem. It’s ok to have opinions, but condemnation might just be adding to the noise.

Actually acting on our convictions may just make the difference between whining and winning.

Mood: Opinionated

On Perception

Whenever a new creative project kicks off, there’s usually a myriad of opinions floating around.  The client knows what they want but lacks the skill or ability to produce the visual in their head, or doesn't know what they want but knows clearly what they don’t want.  The Account Manager feels responsible for pleasing the client so they have their interpretation of what the client wants and what would be best.  The Creative Director leads the Creative Department and as such feels like an authority on the matter and wants to spin their own creative interpretation of the request.  All three opinions (though potentially very different) may be great, but whose is the most important?  Answer- None of the above.  

The most important opinion is the consumer’s.  The consumer is the one that will be looking at the advertisement, and most will not even notice the amount of work you put into it, or the strategy behind why you chose those colors and characters, and won’t care.  What they care about is whether it is aesthetically pleasing, and if it makes them want to purchase the product/join the movement/whatever your ad was asking them to do.

The same as in life, it’s easy to think that what we are trying to communicate and how we communicate it are the most important details, when really, the majority of our communication success lies in how our communication was perceived.  The most effective communication comes through selflessness- meaning the best communication comes with thinking like your audience.  People respond to things they connect with.  If you want to reach your consumer, learn about them, think like them, speak to not at them.

Mood: Perceptive