Glossy
Words
a
advertising
The words + pictures used to reaffirm a brand's core values (behaviours).
Advertising must resonate with consumers. You need customers to think,
"Yes! That's what the brand stands for."
b
bad adsville
The place
you end up at (or the road you're on) when you have: no analysis of your
customer, competitor, future industry trends, understanding of marketing
and / or lack of creativity and credibility in your ad campaign.
brand
A new category.
Like me. I'm a former line producer turned copywriter. And gospeljazz - new music genre. Examples of successful brands: Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay, Palm, Google, Linus, PlayStation, Harry Potter, Botox, Red Bull, Microsoft, Intel, Blackberry, Wal-Mart, Sam's Club, Viagra, Prozac, Vioxx, Beanie Babies, Tickle Me Elmo, Pokémon, Oracle, Cisco, and SAP. All of these companies have two things in common. Call me if you know what they are. We'd make excellent working buddies. Hint: Altoids is also a successful brand. And it shares only 1 of the 2 traits of the others.
Hmmm?
branding
The emotions you
emote + evoke. Your greatest form of passive income.
Brand
name
What the brand stands for. What you must get into the mind of the consumer.
How? Through proper marketing. That's focused.
Tia Dobi is P.T. Barnum in a skirt; a saleswoman behind a typewriter. Oh yeah, and you gotta be able to verbalise the concept of your brand. So when the person waving the cash in front of your face says "How so?", "What do you mean?", "Show me", "Why should I buy your product?", and my favourite "Prove it!", well, now you can.
c
client
One who comes under your care, protection and guidance.
Clients bill 'o rights. Clients are entitled to: 1. Good estimates 2. Honest, constant, clear communications 3. A written contract 4. Immediate notification of delays, problems and extra expenses (note: these are not a part of my vocabulary) 5. Pay only for work authorised 6. Audit hours if paying by the hour 7. See the project as it develops 8. Reasonable turnaround and response 9. Reasonable security and privacy precautions 10. Deliverables that work as described in the contract 11. Own all appropriate rights to project 12. Confidentiality in perpetuity
Here's adman Leo Burnett's reason for his company's existence, as related to purposing/positioning with his clients "...counseling with you in regard to your advertising and sales efforts, seeking new ways to improve your advertising, make it more productive and in every way within our power, working with you to advance your business."
copywriter
One who shares ideas for a living.
Gains the mind share. Imagines selling more product. Writes highly impactful
creative with a singular objective.
copywriting
Simply a written form of communicating
facts and emotions. Primarily the mental process of first getting your
thoughts organised in your mind and then eventually transferring them
onto paper.
"Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service." —Joe Sugarman, one of America's top copywriters and mail order entrepreneurs
d
dither
A state of indecisive agitation: We don’t dither about design. We
run the process well, have the right people and skill sets on the team
and make decisions that help leverage graphic design to grow our revenue.
dilatory
Tending to postpone or delay: Others tried to slow us down by distracting
us from our marketing goals and focusing too much on superfluous discussions.
Their dilatory tactics won’t work on us!
delusion
A false belief strongly held in spite of invalidating evidence, especially
as a symptom of mental illness: I drank the punch and no longer operate
under the delusion that marketing equals graphic design. Marketing equals
growing our revenue. Graphic design is a great tool in the process, but
not the process itself.
e
english
Do you think you speak English (the language most Americans presume to
speak)? I was schooled and reared in the King's English, which is not
the equivalent of American [English]. Good international marketeurs understand
the importance of accurate translation. Good translation requires that
marketeurs first meet with cultural specialists familiar with the target
country. The product and market strategy should receive a “go-ahead”
from the translator. Marketeurs should use two translators who are not
in contact with each other. The first translates the copy and the second
translates it back into English to insure that no meaning is lost or distorted
in the process. This is an area which should not be overlooked to save
a dollar. The cost of overseas failure is enormous.
Chevrolet committed one of the classic marketing errors when they attempted to market their Nova in Spanish-speaking countries. Nova translates, in Spanish, to “it doesn’t go” -- a most inappropriate name for a car. When something's not working don't ask "What was I thinking?"; ask instead "What am I not thinking?" Hint: That will also help formulate your unique selling proposition.
g
gospeljazz
A new category of music. Igniting the world's personal freedom. The topic
of my UCLA PR /marketing class project. It's not for everyone, which is
exactly why it might be just right for you.
[1914] Louis Armstrong was playing gospel songs in a jazz style i.e. "Oh When the Saints come Marching in, The Old Rugged Cross." Does that make him a gospeljazz musician?
[1964] Johnny Coltrane records "A Love Supreme" [perhaps his greatest album]. And dedicates it to God. In the liner notes he writes "During the year of 1957, I experienced, by the grace of God, a spiritual awakening which was to lead me to a richer, fuller, more productive life... I do perceive and have been duly re-informed of His omnipotence, and of our need for, and dependence on Him... His way is... truly a love supreme." Does that make him a gospeljazz musician?
h
hip hop
An African American cultural movement focused largely
on rap music.
Educational resource. Musical linguistics teaching modern culture. Inspirations of many [drums, griot, holler, call & response, spirituals, blues, jazz, Jamaican inspiration] birthed underground when a few used skill & imagination... creating a brand-new sound. The tool... complex, literate, and powerful rhymes... remains for some, the raw essence of life. In fact, the widespread commercial success of hip hop artists proves what a powerful art form it is. While some call rap's presence in mainstream culture a victory for African Americans, that's not true. It's a victory for everyone.
"The thing that frightened people about hip hop was that they heard people enjoying the rhythm for rhythm's sake. Hip hop lives in the world—not the world of music—that's why it is so revolutionary." —Max Roach
houston,
tx
Genocide
of the imagination. The Iraq of America.
i
idea
Conception,
mental impression, notion, opinion, thought, belief, faith, intention,
design, approach, plan, purpose, whimsy, whim, fantasy, imagination, ebsem
purport, meaning.
"An idea that is not dangerous is unworthy of being called an idea at all."
—Oscar Wilde. This of course, is the ideal.
The world's perception of some of its best ideas.
l
line producer (see production manager)
On the producing line - and on the hook. Essential field colonel. Logistics,
craft and task-master.
"The person that chases everybody around." — Russell Simmons, founder or co-founder of numerous successful companies including Def Jam Records, Phat Farm clothing, the dRush advertising agency, and Rush Philanthropic.
loglines
Advertising
can be successful on words alone. Loglines are a trusted ally. By distilling
your product down to 1-5 sentences, they pack a sales wallop. Moving brands
from one that your customers prefer to one your customers
insist upon.
Know: the writing formula: Get it right. Write it tight.
Think: Taut Speedy Emphatic Core Clarity Low key, intelligent pitching
m
marketing
Marketing
is, in fact, the analysis of customers, competitors, and a company, combining
this understanding into an overall understanding of what segments exist,
deciding on targeting the most profitable segments, positioning your products,
and then doing what's necessary to deliver on that positioning.
Expanding the definition, it is also two-way communication so that the customer's needs, wants, desires and symptoms are made known to the company, and the company can make known its satisfactions for the customer's needs, wants, desires and the alleviation of symptoms. Remember, everyone is your client: your boss, co-workers, other departments w/in the co., - and your paying customer. Most of all, marketing should delight the customer.
Tia's Four for fore: 4 strategies for continuously staying in the forefront of your marketplace:
1. What’s now?
2. What’s possible?
3. What’s feasible?
4. What’s next?Remember, creating a brand and defending a brand are the 2 major functions of a marketing program.
marketplace
Your one and only targeted customer. And your database. [Hint: Don't say
"I'm going to enter you into our database.' Do say 'I'm entering
you into my marketplace."]
market position
What the marketplace decides about and does onto you. Could be ranked
as in "JD Powers says we're #1".
negro
spirituals
Musical style that forms an important component of gospel music. The spiritual
is a religious folk song, an emotional music created by black people,
not for them. The raw materials for spirituals came from the Bible, from
nature, and from the personal experiences of blacks in America. Used as
a tool to communicate, for entertainment, and for slaves to express their
tragic plight.
The spiritual may trace its roots to Africa, but it has been influenced by European musical styles as well. Just as sailors made up sea chanteys while they worked, so plantation slaves composed spirituals to make their burdens lighter. These songs gave them courage when felt they had none, and the music was also a way to pass what little free time was allowed. Many spirituals contained biblical themes reflecting the slaves' hope for freedom, or at least a better life beyound this one. The freedom theme is expressed in the well-known spiritual "Go Down Moses," in which the leader of Hebrew slaves is beseeched to seek the Egyptian pharaoh and demand freedom for his people. The theme of release in an afterlife is found in many spirituals—among them, "Swing Low, Sweet Chariot" and "Deep River."
n
news release
Refreshing stories sprinkled throughout the media that keep us sane. My
requirement is that they sell. What that means is that they're such a
pleasure for the editor to read she can't help but print it.
"Weighing the relative value of information is a matter of educated guessing, psychology, and news instinct."
— Rolf Gompertz, PR pro, author, consultant
p
packaging
Oh so much more than a wrapper. Your silent salesperson. Product packaging
conveys a promotion message, supports a position strategy, protects the
contents, and provides research information. Every bit of real estate
is precious - make it count!
"An image wrapper can't cover up a poor core [offer]." — David Taylor, one of the world's greatest brand strategists.
perception
What makes the world go 'round. Oh yes indeed.
It's not the words. Or the testimonials. It's the thought in the mind
of the consumer that proceeds her / his perception.
positioning statement
Your self-descriptive statement; what you do onto the marketplace. Setting
the pace rather than bending to the dictates of a buyer's market. Your
best friend.
How-to write a positioning statement:
The fool proof positioning statement is a two sentence message. The first sentence tells people what your product is and how they will benefit. The second sentence tells people why your product is different than others
Here's an example: David Letterman is a talk show host who entertains baby boomers so they can feel good before they go to bed. Unlike other talk show hosts, he performs a Top Ten List.
The formula goes like this: COMPANY (OR PRODUCT OR PERSON) is a CATEGORY that/who helps PRIMARY AUDIENCE reach PRIMARY BENEFIT. Unlike other CATEGORY, COMPANY (OR PRODUCT OR PERSON) PRIMARY DIFFERENCE.
Positioning statements are copyrighted. Book titles are not.
producer
Process & procedure expert. Someone who knows a lot about everything
but not enough about anything to do any one specific thing. Professional
dilettante.
"Thousands and thousands of details... go into the making of a film. It is the sum total of all these things that either makes a great picture or destroys it." — David O. Selznick, Producer
production
manager
Process &
procedure expert. Executive producer's executor charged with re-creating
life. And building entire production. With or without a 1st A.D., the
person who sees to it everything makes it to the screen. On time. In budget.
And
no deaths to the family. Makes pink elephants fly backwards. Queen of
pre-production. Balances money + project's creativity. It's a wonderment
that no Academy Award is given to production managers. They're probably
too busy catching up on sleep to give a damn.
Successful bootstrappers know this: Your business is about the process. It's not about the product. If you structure a business model that doesn't reward you as you proceed, it doesn't matter how much you love the product. Pretty soon there won't be any product to love.
proofreader
The written word is often the first impression a business makes on a prospective
customer or client. If it isn't spelled right, if it isn't punctuated
right, if it doesn't look good on paper, the business loses credibility.
That is why you need the one trained to read for errors. She is also trained
in the craft of writing.
Two hundred years ago, James Adams's idea of "refining, correcting improving and ascertaining the English language" was squelched by Thomas Jefferson: "...Judicious neology [the coining of a new word, phrase or expression from conversation] can alone give strength and copiousness to language, and enable it to be the vehicle of new ideas," reflected Mr. Jefferson. Watching Quincy Jones III "Beef II" flick, you can see what Thomas means. Perhaps the prevailing usage of its speakers should be the chief determinant of the language.
r
rap
A musical form of rhymed storytelling accompanied
by rhythmic, heavily-synthesized music.
Rap challenges our ways of thinking and the ignorances society pays homage
to by "telling it like it is". And how it could be. Like African
griots, MCs continue to offer us lessons to be heard. To strive for newness
through the medium of sound and the ways we learn, create and live our
lives.
Like great advertising, rap creates energy around images and ideas. Some [in both categories] have changed the game. As a wordsmith I marvel at the ease rappers exude.
researcher
[researching this one]
t
talent
Any natural ability; a superior ability in an art,
etc.
Why we can’t all be divas
Listen to these two musical excerpts and note any differences you discern:Ave Maria, version 1
Ave Maria, version 2
(Source: courtesy of Mayumi Hamamoto and Kyota Ko)If you’re a typical nonmusician, you will probably notice some sort of difference between the two excerpts. Maybe one seems to be played at a different tempo, or with different instrumentation, or is a bit longer or shorter. You probably won’t think either clip sounds unpleasant, and you might not notice any differences at all.
If you are a professional musician, on the other hand, you may find the second clip so appalling that you can’t bring yourself to listen to the entire 20 seconds. You might believe it to be some kind of a musical joke, or wonder how the musicians can go on playing in such cacophony.
The difference between the two clips, readily identified by experienced professional musicians, is that the melody is being played in a different key from its accompaniment. While this technique is sometimes deliberately employed in both Western and non-Western music (the musical term for the practice is “bitonality”), it’s certainly never expected in a familiar work like Ave Maria.
The fact that nonmusicians can’t detect bitonality is the surprising result of a simple little study by Rita Wolpert of Caldwell College ("Attention to Key in a Nondirected Music Listening Task: Musicians versus Nonmusicians," Music Perception, 2000). Using a Nelson Riddle orchestral arrangement of “You Make Me Feel So Young” (the tune made famous by Frank Sinatra), Wolpert had a professional singer perform the melody. Then she used a digital multi-effect processor to create two bitonal versions of the accompaniment: one a full musical step higher (G when the singer was in F), and the other a step lower (E-flat). She then played the “music” for 40 nonmusicians and 10 professional musicians. Only 5 of the “nonmusicians” — which actually included 7 people with over 6 years of musical training — could conclusively tell that two of the arrangements were sung in a different key from the accompaniment. Meanwhile, the musicians uniformly reacted with disgust, easily identifying the problem with the flawed arrangements.
While 42 percent of the nonmusicians did mention the key as potentially a problem, the remainder didn’t mention it at all, and none of the nonmusicians indicated that the bitonal arrangements were at all unpleasant.
So an aspect of music which musicians find critically important and (often painfully) obvious is simply unnoticed by most listeners. Wolpert’s study may be at least a partial explanation of why thousands of aspiring singers believe they are talented enough to become an “American Idol” — and even have friends and family encourage them to do so — when professional judges like Paula Abdul and Randy Jackson find their shabby attempts at vocalization so laughable that their friends’ encouragement seems like a cruel joke.
thought
An organised
field of energy composed of complex patterns of vibrations that consolidate
information. Thankfully, thought is creative. As you think, so you are.
"Thoughts are events in the mind field that are available not only to the consciousness of the creator, but also to other minds. Thoughts are not private but rather 'field-public'. This means that you do no think in a vacuum. And that your thoughts are created with transactions with other fields [of energy]. Thoughts can be passed on from generation to generation not just by photographs, print or the spoken word, but also by the strength of thoughts remaining in your mind fields." — Dr. Valerie Hunt, "Infinite Mind".
The more dynamic your field of energy, the more capable you are of communicating and impacting your thoughts to others, and in being impacted yourself. Want to do more of that? Easy. Keep your field of energy uncontaminated.
trust
Has 5 elements: dependability, honesty, competence, customer orientation
and likeability.
One of the best ways to convey each of those elements is with “proof sources,” or customer testimonials.
v
vendor
Responsive, high-quality people and organisations that are focused on
your success.
w
white paper
Your company’s
statement about how a problem should be solved.
So if you sell any kind of complex or technical product or service - if you have an elegant solution to a challenging problem - then a well-written, well-publicized white paper may be the missing link in your sales and marketing strategy.
writer
One
who rewrites. Again and again.
Writing is rewriting. Yup folks, that's all it is. The more wacks you
take at it, the more you're willing to work and re-work your material,
the better it gets. A rotten first attempt is a great start. That's just
how it works. You start with stinko, then work really hard. The experienced
writer says "This is shit. I'm on my way." The novice says "This
is shit. I'm on my way. To my graaaaave."
"The first draft of anything is shit." — Ernest Hemingway.
