Cut the Bull: Writing that Turns Heads, Changes Minds and Gets Decisions

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Perhaps nothing makes a faster and more profound impact on clients, prospective clients, the media, employees and other audiences than that of the written word. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create much impact. Many A/E/C firms have technical teams weigh in on proposals, presentations and marketing materials. Even marketers find their strengths lie more in strategy and planning, rather than articulating expertise in an engaging, compelling and lasting manner. While accuracy is important, firms often lose out in the early stages of proposals because they don’t understand how to craft messages or get dropped later during consideration.

Transcript of Cut the Bull: Writing that Turns Heads, Changes Minds and Gets Decisions

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Cut the Bull: Writing that Turns Heads, Changes Minds and Gets

Decisions

Carla Johnson

Principal

Type A Communications

@CarlaJohnson

90% OF MARKETING CONTENT ISN’T SEEN AS DIFFERENT OR RELEVANT ENOUGH TO CREATE MUCH IMPACT.

We all sound the same

Too Many Firms Sound Like This… COMPANY is one of the leading providers of transportation engineering services in the State of STATE. Since its inception in 1976, COMPANY’S signature has been its responsiveness to clients and its delivery of a superior product. Our commitment to excellence, combined with our responsiveness, has gained us an outstanding reputation in the transportation industry and more importantly, the trust and confidence of our clients. Today, we are one of the largest minority owned civil engineering firms in STATE and among the top in consulting engineering firms specializing in civil and transportation related projects. Our corporate headquarters are located in Miami with regional offices located in CITY 1, CITY 2, CITY 3, CITY 4, CITY 5, CITY 6.

COMPANY is an 8(a), HUB Zone contractor specializing in General Contracting Services. Committed to quality and excellence, COMPANY has been in the SBA 8(a) program since 2008.

COMPANY, as an emerging small business, has enjoyed

a successful beginning and continue to grow based on

quality, service, and knowledge. The Principal,

NAME has over 15 years in the construction industry.

COMPANY is equipped to meet our client’s demands.

Office and field personnel work together organizing

and facilitating all phases of our contracting

services.

And This…

What We Do Differently… • Quality

• Trust

• Experience

• People

• Values

• Attitude

• NOTHING!

I gotta be me! But just like

everyone else…

5000 MESSAGES A DAY

The more I can fill the

consumer’s emotional well

with brand stories, the

less I have to trade on it. -Jonathan Mildenhall

Coca-Cola 2020 Project

Research Tells Us - When surveyed, 70% of executives ranked commoditization or competitive differentiation as #1 threat to growth – outside the economy

There are more capable competitors than ever before

Clients are overwhelmed by the amount and complexity of information

Research Tells Us - Your challenge – avoid commoditization and set yourself apart from the competition.

Your message is your most strategic competitive asset when everything else appears to be the same.

65% OF SR. LEVEL BUSINESS DECISION MAKERS WANT TO WORK WITH SOMEONE WHO SETS THE VISION

Source: Forrester Research

95% OF CONTENT IS DESIGNED AROUND WHY ME AND NOTHING ELSE. THEY’RE MISSING STORIES, MESSAGING AND WHY CHANGE. Source: Corporate Visions

WHY?

COMPANY is an 8(a), HUB Zone contractor specializing in General Contracting Services. Committed to quality and excellence, COMPANY has been in the SBA 8(a) program since 2008.

COMPANY, as an emerging small business, has enjoyed

a successful beginning and continue to grow based on

quality, service, and knowledge. The Principal,

NAME has over 15 years in the construction industry.

COMPANY is equipped to meet our client’s demands.

Office and field personnel work together organizing

and facilitating all phases of our contracting

services.

Tell a story that matters

in their world.

Stories are Interesting

Stories are Concise

Stories are Shareable

How to Create Your Story • Revisit your past

• What are the biggest initiatives your firm has undertaken?

• Compare successes and failures

• Start asking “why”

• What inspires people about your firm?

• What’s the difference you’re trying to make?

• If your firm went away tomorrow, what would be missed?

Owners Execs Clients

Partners Fans Employees

US Army Corps of Engineers Omaha District • Est 1934

• Focus on Missouri River Basin

• Civil works, military projects, environmental

• Innovative thinking to solve problems never before addressed

• Believed in looking for better ways to do things

US Army Corps of Engineers Omaha District

Keeping People Safe at Home and Abroad.

Why

What

How

Start With WHY by Simon Sinek

y Why

Story Essence

What What You Do

What

How How How You

Do It

How You

Do It

How How

Essence of Your Story

Is not

• A mission statement

• A vision statement

• Tagline

It should be –

• Simple

• Focused

• Inspirational

UNDERSTAND YOUR AUDIENCE

Composite of characteristics of a group of people

Understand their perspective, fears, drivers and content needs

Types of content:

o What drives them

o What information matters to them…and when

o How they access it, when and where

PERSONAS

Mike Kennedy, Hospital Administrator “I need a partner who understands how our immediate needs can fit into a longer-term strategy. We can’t afford to waste money on fixes and patches now that won’t have a long-term payoff.” Frustrations/Pressures/Concerns: BOD and revenue pressure, recruiting and retaining top medical staff, ensuring a future-forward healthcare environment for patients and families. Needs/Drivers: Strategic insights to thwart competition and attract and retain patients throughout their healthcare life cycle. What we want him to think:

This firm can help set the vision for our healthcare system and show pitfalls to avoid. Content Needs: Vision for integrated services, phases planning and construction

Content Types: • Research reports • Case Studies • Articles • Blogs • In-Person Peer Events

Karen Olson, Chief of Staff “I need a firm who understands the demands of how a healthcare environment and our medical staff need to work to take care of patients. I want a facility that’s functional and beautiful. We can’t have great design at the sacrifice of quality patient care.” Frustrations/Pressures/Concerns: Efficient operations, patient safety, proximity of staff to patients and ability to respond during emergencies. Needs/Drivers: Highest quality patient care, high impact staff, a physical environment that facilitates patient recovery and staff energy. What we want her to think:

This firm understands the collision clinical needs, physical structure and technology demands. I trust their recommendations. Content Needs: Trends, best practices

Content Types: • Research Reports • Books • Articles • In-person Peer Events • Research Reports

Glenn Anderson, Facilities Director “I constantly have to battle for budget just for maintenance. I can’t afford to have a firm come in and not know what they’re doing, because it will prove disastrous to my long-term capital budget. Whatever we spend money on has to work.” Frustrations/Pressures/Concerns: Budgets, constant facility upkeep, balance between long-term planning and short-term demands. Needs/Drivers: Ability to prove my value and having a voice in long-term facility planning. What we want him to think:

This firm knows that whatever they design and build, I have to make it work daily. Content Needs: Hands-on facilities management and efficiency.

Content Types: • Articles • Reference Books • Case Studies • How-to Videos (repairs)

Tell a story THEY want to hear…

…not what YOU want to say.

WHAT’s your business objective?

WHO are you talking to? (Personas)

WHEN in their decision-making process?

WHERE/HOW are they connecting with you?

WHAT do they want to know?

WHY do you matter to them? (Story)

Cutting the Bull -

Tell them Something They

Didn’t Know, About a Problem They Didn’t Know

They Had.

US Army Corps of Engineers Omaha District

WHY Keeping people home safe at

home and abroad

WHAT Civil works, military, environmental

HOW Military:

- Missile silos - NORAD

- Military housing - BRAC Act

- Strategic Air - Overseas Infrastructure

Command

US Army Corps of Engineers Omaha District

To respond to the aggressive

Schedule of the Base Realignment and

Construction Act, the Omaha District revised its design/bid/construction process. The result was a MILCON transformation policy that enables crews to build facilities cheaper, faster and more green yet at the same level of quality as the past. The immediate impact was tremendous – construction costs fell by 15% and timelines moved 30% faster.

Multiple Platforms

Has a purpose for your audience

Has a specific audience

Tells the same story differently

Supports all other platforms

Helps move people through the decision-making process

Each Platform -

General Materials Why, touch on what and how

RFQ Overview of why, heavy what, touch on how

Proposals Lead with why, tell how that drives what and how

Web Why (top pages), what and how

Platforms

Social Media Why, touch on what and how

Newsletters Overview of why and what, focus on how.

Special Projects/Reports Lead with why, tell how that drives what with heavy focus on how. Provide insights.

Thought Leadership Heavily on why and where you see that driving your clients’ industries.

Platforms

• Use your story as a filter for content decisions. Does this help tell it? – Yes – continue – No – stop

• Everything you write should follow the why, what, how structure

• Weight of each depends on purpose of the piece

• Your WHY opens new doors to tell your story

Lean Writing Machine

“People will

forget what you

said, people will

forget what you

did, but people

will never forget

how you made

them feel.” - Maya Angelou

Cut the Bull.

Speak Human.

Carla Johnson, Principal

Type A Communications

(720) 344-0987

carla@goTypeA.com

www.goTypeA.com

Type A Communications

@carlajohnson

Carla Johnson

Carla Johnson