One of my biggest pet peeves in both new and old media is seeing the same thing or formula day after day. Soap Operas have often been a target of many a joke with people saying they could watch one episode a year and not really miss anything. Several radio talk show hosts are guilty of this as well. I’ve all but stopped listening to certain radio shows not because of their political or philosophical stance but rather I feel it’s a waste of time hearing the same thing over and over again. I’m probably going to get into deep water and offend some people by saying this but one radio show that is guilty of this is the Dave Ramsey Show. Before I say anything critical I love and deeply appreciate Dave’s stance and principle of being debt free. I also appreciate how is confronts callers who try to make excuses for their debt behavior however as a listen I have noticed the show does get into a formula of sorts and while kind of “cute and funny” in the beginning playing the “FREEDOM!!!” sound clip from the movie, Braveheart gets extremely old to the point I want to shout, “Enough Already! I get it!”

In the 90’s The Ken Hamblin show was on the local talk radio station in my city. Ken’s referred to himself as the “Black Avenger” and in my opinion he tried to bring home the point he was black (or African American if you prefer that term but he said “black) and conservative. I “got it” the first few times listening but hearing anything over and over and over again can be a big turn off. Maybe the mindset in radio is repetition because they are expecting turnover ever so often but in the past few years I have had the opportunity to listen to many more hosts and read writers either in the new media through blogs and podcasts or in the old media of print journalism or broadcast media and I have enjoyed and stayed a long time reader. listener or viewer as a result of the hosts or writers “keeping it fresh.” Here are some of the things I have noticed that have kept things fresh for content producers;

• A catch phrase at the beginning or end of the show is fine but don’t let such stuff “hog up” the whole presentation
• Respond and comment on current events - people are often in “shock” during times of change. Help them cope with your unique product or service
• Avoid stereotypes, cliches and out of style terms
• Dare to be eclectic - a local auto repair shop has a radio show hosted by the owner who also loves classical music which he uses for bumper music. Definitely not a stereotype and the unique mix doesn’t get old. BTW, The show is know as the Driving Line and is now available as a podcast. I highly recommend it.
• Be known for consistently surprising your audience in a good way.

How do you keep it fresh and what experiences have you had with encountering things that “got old” way too quick?

One of our core business slogan and commitments is, “Committed to creating, organizing and delivering compelling content.” However I’m learning more and more that a better strategy is to not say everything or as the poker players say, “Lay all your cards on the table.”

Sometimes the greatest impact in a piece of music is the rest right before the big notes. Anyone remember the time of silence right before the movie Star Wars started? Before you heard the loud majestic notes of the theme song as the title scrolled across the screen you were presented with a still frame with the words, “A Long Time Ago In a Galaxy Far, Far, Away…. ” and then Boom! To me that we an excellent transition from the “real world” and the fantasy world of Star Wars.

If you look at this web page you will see a significant amount of white space. Without it it would be hard to digest the words you are reading.

Think about photographs you view. What has greater impact? A scene where you see a lot of stuff or a focused subject and a blurred background?

In conversation with clients we may know a lot of technical facts but more often than not it’s best to keep our mouths shut and our ears open. What are some examples you have encounter in media and working with companies where receiving too much information was a problem? I’d love to hear your stories.

If you are reading this blog you may have noticed two new ads in the sidebar on the right side of the page you are reading. In the past 30 minutes I received notification via my RSS reader that both 37 Signals and Buzzoodle Marketing were starting affiliate programs. Affiliate programs are a means of being financially rewards for recommending products and services of third parties. First and foremost we are in the business of creating our own products and services for our clients however they are other products out their that we highly recommend as we have also used them to grow our own business.

You can find a variety of products that will help you effectively market your business through what is known as “Buzz Marketing” and Employee Evangelism through the Buzzoodle Buzz Marketing Catalog. We highly recommend the Buzzoodle Buzz Marketing book for starters as we own it ourselves and is a great resource. I want to thank Buzzoodle’s founder, Ron McDaniel for calling me as I the first person to sign up for his affiliate program. That was some excellent “Buzz” Ron!

Another set of online tools we use extensively is the products by 37 Signals. We use Basecamp to manage our projects from web sites to print product projects as well as our audio and video projects. We use Highrise as our online contact management program to keep track of clients, leads and other people connected to our company. The third 37 signals product we recommend you check out and consider using for your business is Backpack which is for sharing calendars, to-do lists, etc. It’s important to have these tools available online as we have access while traveling and are not tied down to any one computer. We recommended that 37 Signals provide the opportunity for an affiliate program a while back and are really excited to see it become a reality.

Of course we still recommend you bookmark and checkout our Amazon Store which has a listing of books, software and other products we feel would make a positive impact on your business and life.

That was the question someone asked me the other day as I was standing in the order line at the Subway restaurant near my office in downtown Greenville,SC. The reason I was asked that by a complete stranger was I was wearing my black golf shirt that had our company name and logo on it. Actually it was the name of our “portal domain” - SpinningSilk.com and our old logo but regardless of the specific details the name caught the eye of someone as something slightly unusual and out of the ordinary. When I told him we provided web design services the initial reaction was; “I’ve noticed the are a lot of those around.” reminding me that we definitely have a lot of competition in the market. This opened up the door to say we also provide print design, audio and video services. This was definitely an elevator speech moment.

In the world of textiles silk is finer, stronger and more lightweight that a lot of the other materials out there. While silk is used for a lot of delicate things it is probably the least wimpy of fibers. For those of you readers outside the Greenville, South Carolina area it might be worth noting that Greenville was once known as the Textile Capital of the World. I know at least two other competitors who have textile themed names. Neither have nothing to do with web design or other new media services. It’s just a guess but while the current technology is exciting and fun to use I would bet the idea behind out company name is anchored in a concept of visual imagery instead of focusing on one product or service. Just as Apple, Inc. was not called “Cupertino Computers” we decided to brand ourself in a similar manner.

I didn’t excel in the way I would have wanted to but I did learn a few key things from that brief encounter. The other person was expecting something different and remarkable from our company name. Did I let him down? Should I have even mentioned we provide web design services when in his eyes and and in the eyes of many it doesn’t seem so unusual anymore, at least in the Upstate of South Carolina? I place where textile creations were also common place.

In my next encounter I will meet or exceed the expectations of the inquisitive person standing next to me in line. More than likely I will down play specific services and address the “pains” that are out there. Speaking of spinning silk my next post will look back on the year 1801, a famous silk spinner and he help usher in the computer revolution. A computer revolution that made complex designs in textiles using silk a reality.

Are you using your company name to capture the attention of people you meet? How?

In my last post I mentioned we provide and produce and multitude of products to help you market your business however their is one that we can’t help you with, at least not on the deepest level. What product is that? Your internal marketing. Some call it buzz marketing, it can be very crucial to generating good word of mouth. What is your vision for your company? Are you excited to the point you are continually learning and telling others how great your product or service is? Did you know your employees can be your best sales people even if they are not official sales people? Do they have a reason to talk about how good your company is when you are not there? In past jobs where I worked for others the following got me excited about my work and who I worked for;

• Recognition and use of my creative thinking
• Remembering my birthday
• Respect for my family life
• A space I could call my own be it a literal work space or area of responsibility
• Promoting good health through prevention programs

Some things that encouraged me to complain or give bad buzz about other companies I worked for included;

• No respect for the chain of command (In one job I had 4 bosses and each wanted it done their way - I quit after a month)
• Being “micro-managed” - This caused me to make more mistakes than the desired opposite
• Not having my loyalty to the company appreciated
• “Good ol’ boy” or Nepotism practices - This leads to a “why bother” attitude among everybody else

How are you recognizing your entire work force? Are you providing an environment where they will want to talk positively about your company when they are in public? Imagine they are out with friends or family at a local restaurant what would people nearby hear about your company or organization? We can’t change the atompshere or polices within your company but what tools could we provide that would honor your employee’s skills and encourage postive communication? I encourage you to look into and buy some books related to what is known as buzz marketing. One resource is Buzzoddle Buzz Marketing when it comes to putting into practice low or no-cost marketing techniques everyone in the organization can employ . Also the book, Brand from the Inside is worth taking a look at. Can you name some marketing tools that have encouraged you to promote your own company or want to give good buzz to other ones you were pleased with?