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How to pitch a client without putting them on the defensive

How to pitch a client without putting them on the defensive | Public Relations & Social Media Insight | Scoop.it

Best tip for how to pitch a client? Don't make them feel defensive. They may want better online marketing, but criticism of their website can feel personal. ...

 

And now some kid tells you that your website has serious problems? And you have to fix them right away? And it’s going to cost you how much money? Does he really think he knows more about your business than you do? It really can’t be that bad or you would have noticed. You’re doing just fine, thank you very much.

 

That’s exactly how business owners and stakeholders can feel when you’re pitching your services. Defensive. As an online marketer, you know that your work on their website can improve their business and help them make money. You even have proof in the form of research and reports about their website and their competitors’ websites. But if you put your potential client on the defensive, chances are that you’ll be escorted politely to the door even if they’re the ones who asked for a proposal in the first place.

 

Instead, when you’re thinking of how to pitch a client, anticipate the reasons that they might feel defensive and try to prevent it. Here’s how....

Jeff Domansky's insight:

These are great pitching tips whether you're a solo PR pro, a PR agency or other service professional. Lots of learning here.

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Is Content Marketing Actually a Thing?

Is Content Marketing Actually a Thing? | Public Relations & Social Media Insight | Scoop.it
In this week’s episode, Robert and I discuss a contrarian article that claims content marketing is a meaningless buzzword. Its author also counsels marketers to ignore the continuing evolution of marketing, which is flat-out bad advice. A companion article reminds us that we ought to focus on the needs of our customers, not on writing to justify the practice of content marketing to our peers. Next, we ponder the emergence of a new position at large publishers, the e-commerce editor, and explain how it fits into the evolution of media business models. Finally, we interpret BuzzFeed’s disastrous last quarter. Does it point to fundamental problems at the huge online publisher or simply a market correction for an over-valued company? Rants and raves include Dan Lyons’ tell-all tale about BuzzFeed and a must-read HBR article about the end of solution sales. This week’s This Old Marketing example: Ripley’s Believe It or Not....
Jeff Domansky's insight:

Joe Pulizzi and Robert Rose ponder a contrarian’s view, the industry’s path, publishers in e-commerce, BuzzFeed’s prospects, and much more in this Content Marketing Institute podcast.

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Know Your Audience: Voice and Content Creation | SEJ

Know Your Audience: Voice and Content Creation | SEJ | Public Relations & Social Media Insight | Scoop.it

The way to think about where voice and content creation intersect is to consider audience: the audience you have, and the audience you want. From the blog and video topics chosen, to the content’s production style, every aspect of a brand’s content creation needs to be geared towards its audience.


Some brands already know their voice. You, as a blogger, may already know yours. Even when your client provides keywords and example content, you still should visit their social media pages and website blog to get a feel for the content. Often, however, you’ll work with a client without a clear voice, and that’s where this article will focus.


Whether you’re branding your own blog or helping a new client develop a clear voice before you begin any content creation, you need to know the audience you’re writing for....

Jeff Domansky's insight:

Before you begin any content creation, whether you’re branding your own blog or helping a new client, you need to know the audience you’re writing for.

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Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong

Watch Voiceover Recording for Ice Cream Ad Go Horrendously, Comically Wrong | Public Relations & Social Media Insight | Scoop.it

Comic short films about the absurdity of the ad business have a proud history going back to Tim Hamilton's brilliant Truth in Advertising. Here's the latest one—director Tim Mason's No Other Way to Say It, about an amusingly bleak voiceover recording session for an ice-cream commercial.


As the creative team tries to get the voiceover artist to nail the right tone for a single line, over and over—and the latter gets more and more distracted—the truth in advertising here becomes painfully clear: The project is mired in idiocy and inertia...

Jeff Domansky's insight:

Why advertising drools. Recommended viewing!

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How to 'Un-Stock' Your Photography: 8 Examples That'll Change the Way You Choose Photos

How to 'Un-Stock' Your Photography: 8 Examples That'll Change the Way You Choose Photos | Public Relations & Social Media Insight | Scoop.it

Think of all the photos of smiling receptionists and perfectly suited business leaders you've come across. These images may compete for attention, but often fail to register, simply because your customers can’t identify with them.


Use photos that more closely relate to your audience. It’s what we call "real photography" here at EyeEm: Unique captures, delightful moments, and surprising perspectives. Images that are more concrete will resonate with audiences much more powerfully since they show real life rather than staged situations.


To visualize what we mean, we put together a handful of generic images alongside a ‘real’ counterpart sourced from our community of photographers. The proof is in the pictures, but we'll let you see for yourself....

Jeff Domansky's insight:

Learn how to choose more authentic images for your marketing efforts by checking out these eight examples.

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Cashback News: Which US retailers are winning the e-commerce race?

Cashback News: Which US retailers are winning the e-commerce race? | Public Relations & Social Media Insight | Scoop.it

It’s no secret bricks and mortar retailers are struggling to maintain profitability and manage expenses for their retail stores. As the importance of omnichannel grows, who are the US retailers finding success with e-commerce? Today’s retail and e-commerce roundup answers that question.


According to the US Department of Commerce, Q2 2016 e-commerce sales grew 16%. Walmart announced  positive Q2 earnings and an 11.8% jump in its e-commerce business.Target had a strong first half 2016 with e-commerce sales for pickup in-store up 50%. While Perry Ellis online sales grew 35.6% in Q2, it also plans to close 15 US stores, 20% of its retail locations.


Overall revenue decreased at Bon-Ton but sales on mobile devices were up 129% after enhancements to the mobile shopping site and simplifying its checkout for customers.


Q2 2016 total sales for Nordstrom.com grew 9.4% to reach $683 million. Revenue was up 6.6% at Home Depot and it fulfilled 42% of online orders in-store. Staples saw online revenue grow to more than 50% of sales in its B2B e-commerce business....

Jeff Domansky's insight:

Retailers struggled to grow in-store revenue but e-commerce shone brightly for many US retailers, up 16% in Q2 2016 according to the US Department of Commerce.

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Collection of great landing page examples: LandingFolio

Collection of great landing page examples: LandingFolio | Public Relations & Social Media Insight | Scoop.it

LandingFolio offers an organized collection of landing page screenshots that can be used for design inspiration.


For each landing page there is a full page screenshot, assigned to one or more categories and the possibility to comment below it.


That's it.


My comment: Excellent design and marketing resource to find ideas, solutions and alternative approaches to the creation of an effective and professionally-looking landing page.


Free to use. Try it out now: http://www.landingfolio.com/...

Jeff Domansky's insight:

Useful landing page design inspiration suggested by Robin Good.

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A Decade of Design

A Decade of Design | Public Relations & Social Media Insight | Scoop.it

A decade ago, the internet was a very different place. The celebration of Envato’s 10th birthday has us feeling nostalgic, and so we’re taking a look at the 2006-2016 era of web design.

From MySpace and the iPhone, to minimalism and material design, a lot has happened in ten years. We won’t attempt to fit every design trend and technology innovation into one article, but we wanted to highlight some key moments in design. Put on your favorite early 2000’s playlist and read about some of our favorite web trends from the past decade:...

Jeff Domansky's insight:

Fun website design nostalgia trip.

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Logo colors: what's best for your brand? - 99designs Blog

Logo colors: what's best for your brand? - 99designs Blog | Public Relations & Social Media Insight | Scoop.it

Selecting a color palette is one of the most impactful choices you can make while developing your brand aesthetic. Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers. And, as you might guess, the wrong combination can have the reverse effect.

Everyone has heard of color psychology, which tells us that colors impact our emotions and behaviors. yellow is cheerful (because the sun is bright and yellow!) and green is calming (like laying in the grass and looking up at a bunch of leaves is peaceful). But do these “rules” really translate into logo color meanings?

Researchers Lauren Labrecque and George Milne looked into that and found that some do and some don’t. So yes, yellow will make your brand look youthful and approachable, but a green logo doesn’t inherently make customers think your brand is peaceful. Does that mean if you want to intelligently choose a logo color scheme you have to read and and interpret a long academic study?

Nope! We did that for you. And turned it into a handy infographic quiz. Just answer a few fun questions about your brand and we’ll tell you which logo colors you should think about using.....

Jeff Domansky's insight:

Interesting look and logos and color psychology.

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