Words We Search with, Words We Sell with

Filed Under Business Book, Customer Think, Marketing, Successful Blog | 21 Comments

When Words Fuel the Internet

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Words are the fuel of the Internet. We type the name or description of a product, service, or topic into a search engine, and the search engine takes us to it. With luck we get where we would like to be. Easy enough from our end — usually.

Of course, our search words have to match those that marketers use to describe their product. And therein lies the problem. Sometimes as marketers, we are too clever for our searchers, or as my husband would argue, “Peach is fruit, NOT a color.”

In his post Words That Work at Marketing Profs, Gerry McGovern, uses the book “Words that Work,” by Frank Luntz to show that the words we sell with are often not the words we punch into a search engine. Take a look at Prof. McGovern’s examples:

However, according to Overture, in December 2006, 730,958 people searched for “used car,” while only 949 searched for “pre-owned vehicle.”

Nearly 73,000 people searched for “housewife” (122,000 searched for “desperate housewife”), while only 43 searched for “stay-at-home-mom.”

Over 30,000 searched for “gay marriage” while 19,000 searched for ” same-sex marriage.”

While about 17,000 people search for “impotence,” over 100,000 search for “erectile dysfunction,” proving that some words are indeed falling into disuse, even from a search point of view.

The point is that the words that might bring us to products — cheap office supplies, budget hotel — aren’t the same words that sell us when we get there — office supplies at great prices, campy hotel. Prof McGoven wonders whether we need to use more than one set of terms to describe things. Hmmmm. I don’t know.

I keep thinking that transparency and deep knowledge of our customers as people would lead us to write copy that naturally avoids the problem.

I’d love to know what you think.

– ME “Lia” Strauss

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Enough About Me, Let’s Talk About What You Think

Filed Under Customer Think, Successful Blog | 17 Comments

That Couldn’t Be Us Or Could It?

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I share a joke with a friend in California. It’s like a script. It goes like this.

I call him up. He answers.

I say, “Hi, Eddie, how am I?”

He replies, “Oh, you’re fine. What do you think of me?”

I tell him he’s wonderful.

Then he says, “Enough about me. Let’s talk about you. What do you think about my sweater?”

That’s when we laugh to think that we’re not like the people who actually do that.

This morning at Poynter Online something made me realize how it is to do what Eddie I joke about.

Butch Ward gave five New Year’s Resolutions. It’s number 2 that brought this thought home to me. His second resolution was talk to your readers. My thought was I do that. He offered fine advice on ways to engage in dynamic conversation. Then Mr. Ward made a suggestion for this New Year’s conversation . . .

Don’t ask him what he wants you to put in his newspaper or on his news broadcast. Instead, ask what he does. What she thinks. Then you decide how your newsroom can be more relevant to their world.

That’s when I realized it.

Those standard, customer-survey questions sound like “What do you think of my sweater? What do you think of ME?”

Sure, we need to ask how we’re doing, but those can’t be the only questions, or we’ll never know our readers.

Authentic values aren’t revealed by survey questions.

Relationships and understanding come from listening to what folks want to talk about — dreams, desires, unexpressed needs and wishes — what they find marvelous, annoying, heartwarming, concerning, breathtaking. At least, that’s my experience.

But hey, enough about me. Let’s talk about what you think.

What do find worth spending thoughts and words on?

–ME “Liz” Strauss

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NBC Don’t Change My New Year’s Eve Plans!!!

Filed Under Customer Think, Successful Blog | 12 Comments

Just Because You Can Doesn’t Mean You Should

Now, I’m no great football fan, but I know a thing or two about people and plans.

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The game between the Chicago Bears and Green Bay Packers has been changed from Sunday afternoon to Sunday night.

This from the NBC Sports Website
The Chicago Bears will host the Green Bay Packers on Sunday Night Football on NBC, Dec. 31, in the final flex game for the 2006 season.

[ . . . ]

NBC’s coverage starts with Football Night in America at 7 p.m. ET. Kickoff is at 8:15.

During Week 17, the decision to move a game-time start can be cut to six days — the league has said the idea is to aim for a night game with playoff implications. Only games originally scheduled for Sunday afternoon are eligible for a swing to Sunday night.

Did no one care that Sunday night is NewYear’s Eve?

What about . . .

  • the folks with season tickets who have other plans?
  • the folks who’ve spent money on romantic evenings?
  • the woman I just heard crying on sports radio about her wedding that was planned for after the game with her family of football fans?
  • the guys who planned to propose in grand fashion that evening?
  • the people who wanted to watch the game that afternoon with their families?
  • the folks who had plans to attend and now can’t?

Who was NBC choosing for? In 1968, NBC chose to cut the Super Bowl to start a movie. That disaster is now called the Heidi Game.

I find this decision beyond “business amazing.” It’s stunning in it’s thoughtlessness. It asks the audience to change their life at NBC’s whim. The rules say that they can do this. Just because they can, doesn’t make it a good idea.

Please help me understand this. I’m truly baffled here.

–ME “Liz” Strauss

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Don’t Design for Comments: Design to Give Readers an Experience

Filed Under Analysis, Customer Think, Design, Great Finds, Successful Blog | 1 Comment

The Right Thought, Not Far Enough

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I talked about design and comments in a post Friday. My theory, based on my experience and continuous conversations with readers, was that design has an impact on whether we leave a comment in response to what we read. I was on the right track, but my thinking was just short of where it should have taken me. I should have gone deeper. I also should have left more room for other folks to add their experiences. Details in such conversations are the the nuggets and the takeaways.

We Break Stuff Said It Better

This morning I read an article from We Break Stuff on design.

What We Break Stuff says is crucial and brilliant.

I’m not talking about large type, gradient and rounded-corner design, but the understand user needs, develop meaningful experiences design. I’m talking about the art of tailoring products to the necessities of the user, creating emotional connections and building compelling solutions.

Emotional Connection — I felt that thought, I recognized it when I read it. We Break Stuff had nailed it.

Let’s take a look at how they propose we give readers a complete and compelling experience.
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Blogs Aren’t Books, But Revising Is Still Revising: 6 Gating Questions to Make Revising Easier

Filed Under Checklists, Customer Think, Successful Blog | 3 Comments

How to Decide What to Change

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So, you’ve looked at your stats, and you’ve found the entry pages where readers frequently land. Now you’re checking them out to make sure that those pages are fresh and welcoming.

How far do you go? Some were written way back when. Do you edit the content? Do you change the design? Scott of 99 shades of grey asked those very questions this morning.

Those are the money questions. I can’t help but note the irony in the name of Scott’s blog, because these decisions are about as far from black and white as decisions can get.

The money answer is

Change what makes a difference leave what doesn’t.

Not much help is it?

That’s why I’m going to give you 6 gating questions to ask yourself about the landing pages you are looking at.

Using them, you can decide quickly and feel confident in what you decide. Take a look.

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