BE CLEAR: Drop the Buzzwords

Do you want your customers to be dazed and confused? All you have to do is cloak your message in a blizzard of buzzwords.

Obviously, I don’t recommend that. We all want to reside in the memory box of our (potential) clients. More words = more fog.

Instead, use simple, clear words.

See what I mean in this one-minute video:


It’s always tempting to adopt the impressive-sounding biz language that buzzes around us like a pack of mosquitoes. Swat them away and use clarity of speech if you want to have a memorable impact!

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Is your professional direction and message CLEAR? Hire Steve Woodruff for Clarity Therapy!

Recent posts on Connection Agent:

>> BE CLEAR: Narrowing Your Focus

DNA Interview: Sean McGinnis

I love sitting down with folks and finding out more about what makes them tick – their professional DNA.

Today’s Skype video interview is with my friend Sean McGinnis (@seanmcginnis on Twitter), principal of 312 Digital and well-known Chicago networker.

Sean’s mission is to help clients with Digital Customer Acquisition and Loyalty. Listen in as we chat for a few minutes… (please pardon the slight video pixelation…)

Need to gain understanding of your personal or company DNA? Contact me about Brand Therapy – you’re only a few hours away from clarity!

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DeltaFAIL? You decide…

Delta Airlines has a PR nightmare on its hands – or, is it an opportunity?

Here’s the deal – some soldiers returning from Afghanistan put up this video on YouTube (please watch) complaining about the fact that they had to pay, out-of-pocket, for a fourth piece of luggage. They had been operating under the impression that they were allowed 4 pieces of baggage.

Delta put up this apologetic response on their blog, which outlines the fact that soldiers traveling coach class are actually allowed three bags (first/business class allows four).

Military people know that you have to do things “by the book” as you do your job. And Delta employee(s) were apparently doing just that – following the rules. Clearly, we have a case of miscommunication – and maybe a policy in need of review – that has blown up and is creating a strong emotional response.

So, here’s the question – what do you think Delta Airlines should do – right now for these soldiers, this week for PR damage control, and long-term regarding their luggage policy for the military? Put your thoughts in the comments and let’s discuss.

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Are Women Better Leaders than Men? Puh-lease!

Talk about plunging our feet into controversy! What are we thinking, taking on this topic for our 2nd weekly #LeadershipChat?

Well, stirring the pot, that’s what!

Lisa Petrilli and I are reacting to this article recently published by Forbes, called “Girls Rule.” It’s an interesting read, about how well some public companies are doing under female CEOs.

Of course, as usual, people want to generalize based on exceedingly narrow data pools. Sigh. Can’t we get past these dumb, divisive approaches?

Here is Lisa’s take on the issue, in which she raises some great questions. On the other hand, below is my rant. I don’t often use the word “stupid” in video blogs. But it only takes a few seconds into this one to pull that word out the hat.

Here’s the main point: Certain people will be better leaders for certain groups of people, in certain situations. It’s not a matter of male or female superiority in leadership. It boils down to the individual case.

What do you think? Read the Forbes article, read Lisa Petrilli’s post, and give it some thought.

Then join us Tuesday night (8 pm ET) for #LeadershipChat on Twitter (hint: one very easy way to participate is by using a client like Tweetchat. Just log in, read the stream of thoughts that are being shared, and feel free to chime in with your reactions and questions.)

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Networked Communications (part 6): The New Digital Neighborhoods

Your community used to be your extended family, your neighbors, your schoolmates and members of various community groups.

The ties were physical and, by and large, local.

They still are – but now we take part in whole new neighborhoods. Communities built around shared interests and common causes, all brought together with digital tools.

The new neighborhoods are found on digital networks. They’re local, global, temporary, permanent, rooted in the past or purpose-built for the present and the future.

And businesses that don’t recognize this sea change – people who remain rooted in legacy thinking about communities – will lose a wealth of opportunities. People are fed up with being bombarded with one-way, manipulative marketing messages. They want to hear from people like themselves. People in the communities they choose (or even create themselves).

And just as neighbors always have, they have a powerful influence on each others’ buying decisions. Not in the game? Not part of the discussion? You lose.

Involvement in social media is not a difficult decision, when this larger context is understood. We want to be where customers are. We want to influence communities, generate neighborhood referrals, and build tribes. The fastest growing businesses will be where the most efficient networked communications occur. Social media is crucial to any strategy of reaching people “where they are” now. Because where many of them are gathering, and talking, and influencing, is on-line.

If your co-workers or clients have cold feet about social media, simply ask if they have a smart phone. If they use the Internet. If they are on Facebook. If they use these tools and more to…connect with people. If they’re influenced by ratings on Amazon, if they’ve used Yelp to find a good restaurant, if they’ve used LinkedIn Answers – all of that is taking a dip into the pool of on-line neighborhoods.

Customers are swimming in those pools, some in the shallow end, but increasingly, many in the deep end. Seems counter-productive to sit on the sidelines when buyers and influencers are already in the game…

[This post is part of a series of posts, each covering a certain aspect of the topic: see part 1, The New Normal; part 2, The New Normal is the Old Normal; part 3, The Microphone is Mine Now; part 4, The Incredibly Shrinking Middleman; part 5, Someone Took Down the Fences, part 6, The New Digital Neighborhood; and the summary post - Social Media: Start Here]

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“So, Can Your iPhone…?”

Yes, I guess it can.

I was at a conference last week, and someone who is trying to justify, in his own mind, the purchase of an iPhone (go for it, John!) asked me if my iPhone was capable of storing video of an entire presentation.

I didn’t know the answer. So, it was time for an experiment. Could my iPhone capture my entire 50-minute presentation? And, from a distance of ~15-20 feet, would the audio even be discernible?

The results surprised me a bit. While the end product won’t make anyone’s Top 10 List of anything, the iPhone did capture the entire presentation with no problem, and (if your speaker is up loud enough), you can actually hear what I’m saying in this brief clip:

[From a presentation on Pharma Social Media - Where's the Low-hanging Fruit?]

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Five in the Morning 022409

Seth Godin, on the milestone of his 3,000th blog posts, considers himself the “luckiest guy” – and, lets everyone know that the first 2,500 are the hardest! If you like what he does, send him a note of congratulations (seth at squidoo dot com).

Marketing Basics: Conversation. An excellent summary and set of links from that folliclly-challenged Texas marketer, Jay Ehret.

Top Documentary films – an interesting on-line resource for your viewing pleasure. Hat tip: Director Tom Clifford.

Your Pitch Sucks? An interesting service provided by Jim Kukral and a team of PR pros. I like this business model – using on-line tools to rapidly offer distributed, scalable, on-demand expertise. In this case, in the much-needed area of creating GOOD press releases! My question for some of you: can you create a similar business model in your niche area of expertise?

Tom Peters. From Action to Excellence. 57 very pithy points.

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(Image credit – created via Spell with Flickr)

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