Long copy still sells – moreso on the Web where people come seeking information. Don’t just run your advertising on your web site. Give ’em more. Build the copy in layers the same way newspapers (remember newspapers?) used to do: first paragraph is the executive summary. Next section is the factual build-out for the people seeking more information. Third section is in-depth nuts and bolts for your fans. Give ’em meat they can sink their teeth into and they’ll become your mavens and enthusiasts…helping to spread the message and mantra of your product or service.
September 2010 - PS Insights
Every week we read about people who were killed because they were multitasking. What makes you think you’re paying attention in meetings? More and more we find ourselves in front of a roomful of people who are buried in their laptops or Blackberries. We know they’re multi-tasking even as they assure us they’re paying attention. But remember back to elementary school when you were reading a comic book under the desk and the teacher called on you to answer a question? The simple truth is, you’re NEVER multitasking. You’re either doing one task or the other. If you can’t stay focused on the meeting, don’t attend it.
Glass feelings are as important as glass ceilings. We’re not fans of the expression “It’s only business.” Sometimes it’s personal, too. Business IS all about people. How you treat them, how you manage them, how you work with them says a lot about your integrity and the way you connect to the world around you.
It should be obvious through action and inspiration, not through assertion. If you’ve got to insist on being the boss then you haven’t yet earned the respect and admiration of the people who are working for you. Pulling rank is a lame way to make progress in any organization. If you inspire people, they’ll give you all the authority you need. If you annoy people and demand things of people, they’ll also give you all the authority you deserve – “very little.”
White space is valuable. See?
Cubicles can be seen as dehumanizing-or as a way for everyone to be connected. It’s all in how you manage and message non-existant walls. We know one CEO who tore down his corner office and set up cubicles for himself and his senior-most people. There were still private cubicles and open spaces when people needed to have private meetings, but even the CEO worked in an open-plan setup. If you’re not willing to do that, why are you asking that of your team? Business shouldn’t be a caste system. It should be a communications network.
Take a lesson from the candy displays and cereal shelves: Is your brand packaging designed to be noticed in a positive way? In fact, is it even designed to be noticed at all? Candy and cereal are impulse purchases. the packaging has got to attract. But, what about Apple? Steve Jobs has built an entire cult around the sleek design of all Apple products and packaging. For you, chances are it doesn’t involve a massive package redesign exploratory – just some simple techniques to add some POP (as in “pop” and as in “point of purchase”) to your merchandise.
Have we forgotten how to treat our team like people? When was the last time you took ’em to lunch, had a party or picnic? It takes very little time and money to make your team feel like human beings, cared for and appreciated. The dividends a kind gesture pays far exceeds the minimal costs for an occasional movie or pizza party. It doesn’t have to be weekly or even monthly, but make sure you take the time to take the time. Great feedback and random acts of kindness pay real dividends, too!