Influence people

Tuesday, April 25, 2017

You Ain't No Forrest Gump


If one does not know to which port one is sailing, no wind is favorable.

— Seneca

When it favored a ship coming into port, Ancient Romans would say the wind was ob portus.

The Latin phrase gives us our word opportunity.

We think of every opportunity as something a "good wind" blew our way.

But like Roman seafarers, you have to have the port in sight before you can gauge the wind.

Know where you're heading before you assess an opportunity.

You ain't no Forrest Gump.



Monday, April 24, 2017

Burning the Bridge


Bored by her job as a typist, Washington, DC, resident Lizzie Magie liked to indulge her creative side.

Whenever she got the chance, she'd stump on behalf of progressive political causes or moonlight as a freelance writer, comedic actor, and game designer.

She was particularly passionate about
income inequality, and in 1905 published a board game she described as "a practical demonstration of the present system of land-grabbing."

The Landlord's Game became an immediate hit on college campuses, and among leftist groups nationwide. Some Quakers in Atlantic City were so taken with it, they published a bootleg edition, renaming the landing spaces after the local streets.

Thirty years later, at the height of the Great Depression, Magie sold the rights to her invention for $500 to a Boston-based game publisher, Parker Brothers. The company repackaged the Quakers' version and renamed the game Monopoly.

One hundred and twelve years have passed since Magie released her "practical demonstration" and the subject of income inequality again tops progressives' agenda.

MIT economist Peter Temin, author of the new book The Vanishing Middle Class, says it has fractured American society.

We now live under a "two-track economy," Temin says, in which Wall Street and Silicon Valley workers enjoy steady gains while the rest—"subsistence workers"—suffer regular setbacks.

We arrived here after four decades, during which technology, globalization, the decline of unions, the treatment of minorities, and public policy all worked in tandem to disconnect wages from productivity.

Public education, he says, is the only bridge workers can take to cross from the subsistence to the growth economy.

But the bridge is being burned by the current party in power, whose officials openly detest educators and prize the uneducated—provided they keep to their side of the tracks. Which they will.

Sadly, few people outside academia will likely read Temin's 250-page book. Too bad he didn't create a video game, instead.

Lizzie Magie, where are you when we need you?

Saturday, April 22, 2017

Little and Good is Twice Good

Even if you cover your ears, 10 seconds into the presentation, you know the rep is an extrovert.

There's too much copy on her slides.

Whether writing or speaking, extraverts cannot grasp Mies' motto, "Less is more."

Adam Grant studied 300 salespeople and proved extroverts underperform both introverts and "ambiverts,” because they can't practice restraint.

Extroverts leave themselves "vulnerable to appearing too excited or overconfident," Grant says, and wind up overselling.

They'd do well to heed the words of the 17th century writer Baltasar Gracián, who advised colleagues to "leave off hungry."

"Demand is the measure of value," Gracián says. "Even with regard to bodily thirst, it is a mark of good taste to slake but not to quench it. Little and good is twice good. The second time comes a great falling off. Surfeit of pleasure was ever dangerous and brings down the ill-will of the highest powers. The only way to please is to revive the appetite by the hunger that is left."

In other words, be brief, and leave customers breathing room to consider your proposal.

Little and good is twice good.

"If you must excite desire," Gracián says, "better do it by the impatience of want than by the repletion of enjoyment. Happiness earned gives double joy."

Or as the showman P.T. Barnum said, "Always leave them wanting more."

Friday, April 21, 2017

The Buck Stops Here



The President, whoever he is, has to decide.
He can't pass the buck to anybody.

— Harry Truman


Harry Truman kept a foot-long sign on his desk in the White House that said, "The Buck Stops Here."

The saying derives from poker.

In frontier days, a knife with a buckhorn handle was used to indicate which player had the turn at dealing. If that player didn't want the responsibility, he would "pass the buck."

Most people mistake the "buck" in the expression to mean "dollar."

That meaning also derives from frontier days, not from poker, but from trading.

Deer hunting was common at the time, and buckskins could be used as legal tender. Traders valued a "buck" at one dollar.

They valued a doe at half a dollar.

Females have always been undervalued.

HAT TIP: Word-nerd Ann Ramsey inspired this post.

Thursday, April 20, 2017

What Clothes are You Wearing?


Ever since the Creative Revolution, marketers have insisted brands have character.

A brand, they say, can be friendlyplayful, rebellious, sexy, wise or generous—or possess any of a score of other human- or animal-like attributes.

Marketers can feel vindicated in this belief by the Supreme Court's ruling in Citizens United that corporations are people.

They can also feel vindicated by the lending practices of banks, which define "character" as a business' willingness to pay back a loan.

Character, according to the National Association of Credit Management, "imputes a level of ethics, integrity, trustworthiness and quality of management that is provided or available to the business."

So what's your brand's character?

Is it admired, adorable, confident, dynamic, efficient, fair, honorable, innovative, kind-hearted, likable, painstaking, plucky, proud, romantic, self-assured, silly, sincere, thoughtful, upbeat, warm, willing, witty or wonderful? Or is it something else?

Well, here's a hint: Despite all your words, your brand's character is not what you say it is, but what your customers perceive it to be.

As Priceline's co-founder Jeff Hoffman says, a brand's character is a lot like clothing: what you choose to wear every day forms others' opinions of you.
As the old saying goes, clothes make the man—or the brand.

The company Hoffman co-founded, Priceline, says it's admired and innovative.

But Priceline's recent refusal to refund me the price of tickets that it admits in writing it cancelled tells me the brand's character—the company's words notwithstanding—is altogether different. Try abusive, arrogant, callous, creepy, deceitful, evasive, greedy, malicious, materialistic, mean, nasty, obnoxious, pesky, ruthless, savage, self-serving, sneaky, tacky, tiresome, venomous, vile, wicked, and wolflike.

What clothes are you wearing?

UPDATE: I received a phone call late today from Priceline's PR department. The individual who called informed me the company had decided to refund the cost of my tickets in full, and would process the refund to my credit card within one day.

Trade Show Organizer: Is Your Agency Giving You a Bum Steer?

March's edition of Trade Show Executive includes an article by a marketing agency head who claims direct mail, the perennial attendance-acquisition "workhorse," is dying.

"Direct mail isn't dead," she writes. "Yet. Savvy event marketers are, however, anticipating and preparing for the moment the direct mail death knell finally rings."

In the same edition of the magazine, another writer claims, "Telemarketing as a marketing tool appears to be on its way to the 'outdated' bin."

Direct mail dying? Telemarketing outdated?

Rubbish.

In terms of marketing spend, in fact, both channels have held steady during the past four years, according to the latest survey of organizers by the Center for Exhibition Industry Research.

During the same period, the survey shows, email's effectiveness as an attendance-acquisition tool has declined.

Wrong-headed pronouncements like these―regardless of the intentions behind them―pose a real danger to any show organizer who buys into them.

They amount to what our grandfathers and great grandfathers would have called a "bum steer."

That expression―meaning bad advice intentionally given―came into fashion during World War I, when American troops fought alongside Australian ones on the Western Front.

Australians would call defective advice (which "steered" you) "bum," an Old English word referring to the buttocks.

Trade show organizer: Beware the bum steer.

Wednesday, April 19, 2017

Marketers Have Always Been Liars

Part 3 of a 3-part series on business strategy.

An old business saying, Mercator told readers of the May 1893 edition of Saddlery and Harness, goes, “Get money honestly if you can, but get money.”

It's an adage that can lead businessmen to lie.

But is it okay to tell customers a lie?


Mercator says, yes, in two instances.

First, it's okay to use "elastic terms of quality."

"In strict truth, only the best that can be made should be styled best," he writes, "yet we find in the bridle trade several qualities better, bearing such distinctions as best best, super, extra super, and so on. Here, though there is a departure from the truth, it is so well understood by the buyer that there is no deception, and therefore no dishonesty."

Second, it's okay to display “pretenses as to home manufacture.”

“Nowadays," Mercator writes, "the still so-called boot and shoe maker is only a seller or distributor, and in most cases sends even his repairs out, not needing to employ any workmen on his own premises. The same remarks apply to the soi distant watch and clock makers, whose only occupation is cleaning, not one in a thousand being able to make a watch or clock is it were to save his life.”

So it's okay to imply that you make what you sell, Mercator says—provided customers aren't deceived.

“There certainly are degrees of deviation from the strict truth which commercial customs almost compel everyone to conform to, and so long as the buyer well understands these things, and is in no sense deceived thereby, there is no dishonesty in practice.”

But stray afield of these claims, and you run the risk of discovery.

"The false pretense, although so common in so many trades, is always to be deplored, since it sometimes leads to false representation and untruth," Mercator writes.

"Where, as in the case of the so-called bootmaker, everyone knows the truth, no harm is done, but whenever a buyer is deliberately deceived and hoodwinked, then it amounts to dishonorable dealing. In all these matters the old Latin proverb should be borne in mind—Magna est veritas et praevalebit—the truth is great and will prevail."

Sound a tad quaint?

On his blog, Seth Godin writes, "When you are busy telling stories to people who want to hear them, you’ll be tempted to tell stories that just don’t hold up. Lies. Deceptions.

"This sort of storytelling used to work pretty well. Joe McCarthy became famous while lying about the 'Communist threat.' Bottled water companies made billions while lying about the purity of their product compared to tap water in the developed world.

"The thing is, lying doesn’t pay off any more. That’s because when you fabricate a story that just doesn’t hold up to scrutiny, you get caught. Fast."

Tuesday, April 18, 2017

An Open Letter to Jeffery Boyd



Jeffery Boyd
The Priceline Group
800 Connecticut Avenue
Norwalk, CT 06854                

Dear Sir:

I am writing to you in your capacity as Executive Chairman of the Board of Priceline Group. I would like you to arrange a refund of $1,206.22.

On March 31, I arrived with my spouse at Dulles International Airport, outside Washington, DC, expecting to board a flight to Heathrow with tickets I purchased last August on Priceline.com (Priceline Trip Number: 203-791-090-42).

When we presented the airline the receipt emailed by Priceline, we were informed the tickets had been cancelled in September.

I phoned your customer service number and was informed by two different agents that the tickets had indeed been cancelled. They offered no explanation for why the tickets were cancelled (or by whom) and refused to refund the $1,206.22 I paid for the tickets.

My spouse and I purchased tickets with a different airline at the airport, so we could complete our trip, at a cost of six times the amount I paid Priceline.

The only previous communications I received from Priceline regarding the airline tickets were a purchase receipt and an itinerary, both emailed August 29, 2016. I'd be happy to supply copies of these, as well as the two customer service agents' ID numbers, should you need them.

I was brought up to believe a business that fails to render a service purchased in advance by a customer refunds the purchase amount, in full, and often with an apology. I trust you were brought up in comparable circumstances, and will refund my $1,206.22 immediately.

Sincerely,

Bob James

Create a Sensation

Part 2 of a 3-part series on business strategy.

"Sensation must be the keynote of all advertising," Mercator told his readers in the November 1892 edition of Saddlery and Harness.

In other words, go big or go home.

Tiny, timid ads don't pay off.

“A small everyday poster is not worth the cost of fixing," Mercator says. "Exactly the same may be said of advertisements in newspapers. A small one amongst hundreds of other small ones is not seen at all; only the large and showy ones draw any attention."

But why gamble on outdoor and print, Mercator asks, when you can use direct mail?

"The best and only sure and safe system of advertising is by addressing circulars from a directory of the town to every inhabitant at all likely to be a customer, and sending them through the post," he says.

"Advertisements on walls, and in newspapers, periodicals, and directories are what we may term promiscuous or indiscriminate. They are issued in thousands with the lottery chance of reaching or being seen by the hundreds or possibly only the tens; whereas the directly addressed missive goes like a faithful messenger at once and without fail to the person intended, and every message is seen if be not read, whilst the carriage of it by post does not cost a tenth part of the amount wasted by the indiscriminate method."

Sound too quaint?

According to Demand Gen Report, "Traditional direct mail is still an important means of communication among B2B marketers, and industry experts are seeing signs of its resurgence as a lead gen tool. This is due to marketers seeing better response rates to mail pieces, and leveraging it with other channels and disciplines such as account-based marketing for a targeted and integrated approach."



Monday, April 17, 2017

Horse Sense



Part 1 of a 3-part series on business strategy.

As the plethora of podcasts on the topic proves, freelancers' and entrepreneurs' craving for business advice is insatiable.

Those seekers of commercial know-how could do no better than Mercator's 10-part series, "Business: Reasons of Failure and Roads to Success."

It's not a podcast, but a series of articles that ran in the British trade journal Saddlery and Harness between August 1892 and June 1893 (the author took December off).

Who Mercator was remains a mystery; but that hardly makes his advice―tips on everything from advertising to time management―any less sound.

On the subject we'd call "focus," Mercator's advice is as pointed as any you'd hear from Seth Godin or Gary Vaynerchuk:

"Amongst the answers given by businessmen to the question as to the chief causes of failure occur the following," Mercator says. "'Unwillingness to labor and wait,' 'lack of perseverance,' 'haste to get rich,' 'undue haste to accumulate,' 'drifting,' 'unwillingness to achieve success in the old-fashioned way,' 'waiting for opportunities,' 'unwillingness to work persistently,' 'lack of appreciation for the opportunities of life,' 'unsteadiness of purpose,' 'lack of persistent application,' 'unwillingness to begin at the foot of the ladder and work up.'"


All these causes of failure, he says, amount to one thing: disdain for details.

"It is a common thing for us to speak of our great men as genii, and to suppose that a genius is a man who from his birth inherited a superiority of brain which was bound to carry him to excellence, when he took up the line of life he was especially gifted for," Mercator says.

"To a certain extent, and in certain cases this is undoubtedly true; but what definition did one of our greatest writers and scholars—Carlyle—give of genius? He said genius is nothing more or less than 'the capacity for taking infinite pains.' This, indeed, is the secret of the success of the most eminent men in all times.

"Take Newton and all the most celebrated astronomers; take Stephenson, Brunel and all the famous engineers; take Watt, Edison, and all clever inventors; take Sir Robert Peel, Gladstone, and most of the principal politicians and prime ministers of England; take great poets, artists, warriors, and all the men who have risen to eminence in the world, and you will find that they have almost all been famous for their industry, their patience and their perseverance."

Sound too quaint?

In 1995, Steve Jobs told Computerworld, “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”

Saturday, April 15, 2017

Misericords


Surrounding the chancel of the church where Shakespeare lies buried in Stratford-upon-Avon are 26 intricately decorated choir stalls that date from the 15th century, as I discovered on a recent visit.

Inside each is a misericord (from the Latin for "act of mercy"), a wooden ledge that allowed infirm priests to sit during masses and divine offices, without appearing to do so.

If you wonder why the little butt-rests were considered merciful, you must recall priests had to stand throughout two masses and eight divine offices, which they were required to attend every day.

Medieval people applied the word "misericord" not only to these little ledges, but to any kindness shown infirm priests, including gifts of meat during Lent and blankets during winter.

But mercy didn't stop with priests.

Seats for the infirm were also provided in churches to laymen. Church walls customarily featured built-in benches, where infirm parishioners could sit during mass.

It's from the custom we get the expression, "The weak must go to the wall."


"Victory is to the strong and the weak must go to the wall," Hitler once told a group of his officers, meaning, in our dog-eat-dog world, only the strong deserve to win.

Sadly, his sentiment is alive and well in Washington and many state capitals today.

Why pay for misericords, when our billionaire masters can have more?

Friday, April 14, 2017

Passion Fruit

Without passion, you don't have energy; without energy, you have nothing.

― Donald Trump

If I had a nickel for every time some guru said success stems from passion, I'd be living in Mar-a-Lago.

Sure, passion's prerequisite―but far less so than money, talent, timing and luck.

Passion alone, however, can lead to distinction. It won't lead to "great;" but it can lead to "worst."

Consider the case of Ed Wood, the Hollywood hack who earned distinction as "worst director of all time."

Passion alone―and he was passionate―couldn't carry him to greatness. The tides ran against him.

"Ed Wood wasn’t the worst filmmaker of all time," says film critic Matt Singer, "but he might have been the unluckiest.

"His life story is a series of missed opportunities and broken promises. He would prepare a film, and the financing would fall through. He’d plan a project for an actor, and the actor would die. He made what would become one of the most famous movies in history, then thoughtlessly sold the rights to it for a single dollar to pay his rent."

"Passion is the genesis of genius," Tony Robbins says.

But passion alone can bear bitter fruit. 

Unbacked by money, talent, timing and luck, passion is the font of failure.

Thursday, April 13, 2017

Spam. A Lot.

Wasting the time of the audience is damaging the medium itself.
― Derek Harding

Email marketers, take comfort: 7 in 10 customers prefer to receive your content by email, rather than through social media channels, according to EveryCloud.

But that doesn't mean customers won't report you as a spammer.

Nearly half of all emails are spam, EveryCloud says; and because they are, your customers are steeled for a fight.

On any given day, 45% might report your email as spam, because they think you send too often; 36%, because they don't remember subscribing; and 31%, because your content seems irrelevant.

Spam isn't customers' only source of frustration, says EveryCloud.

Customers in general think marketers put them on too many lists, and have no patience for their fine-print advisories about name-use.
What can you do to avoid annoying customers? The answers are self-evident:
  • Send great content
  • Send it infrequently
  • Be clear about your name-use
For more good stuff about email marketing, check out EveryCloud's new Statistics Guide (a humongous infographic). 


Wednesday, April 12, 2017

Stories are Elementary


IBM's supercomputer Watson is named after the company's first CEO.

But the Watson we remember and love was the storyteller.

It's elementary.

Stories stick.

Content's just content.

Now that IBM's Watson can publish content better than any human, the marketer who can't tell an arresting story is dead meat.

Sadly, that's the majority.

If you're publishing content without telling stories, it’s time to reboot and retool.

The silicon Watson can now publish content better than you can.

But how do you tell a story?

You don't patchwork data, as this tale does:

Acme will save 40% of its IT infrastructure costs over the next four years by migrating to a cloud solution. Acme is a small company without IT staff. Before our team migrated its users to the cloud, Acme used a single Domino server, which served up mail and one application, as well as a Traveler server for six mobile devices. Our team migrated all of the users from the on-premise Domino solution to a standalone cloud solution. This also included moving the six Traveler devices. Each user was reconfigured to connect to the cloud servers and provisioned with a clean mail file, as well as given a local copy of his or her old mail file to use as an archive. In addition, the one application (a vacation calendar) was moved to the cloud. In order to do this, we set up a user called vacations@acme.net and had all vacation requests sent to this account. Administrators were then able to go in and approve or deny them. In addition, all users can now view the vacation calendar to see who is in or out on a given day. With a small operation and no in-house IT support, Acme wanted to get back to “doing business” instead of “supporting business.” The cloud solution lowered its costs by eliminating the yearly licensing of Domino and decreasing the onsite footprint of servers.

What should you do, instead?
  • Give us a character we can care about
  • Give us a drama with a narrative arc
  • Give us details that help us imagine what happened
  • Spare us unnecessary facts
  • Give us insights, new perspective, and a call to action
In short, give us a story:

One of America's most known and respected anvil makers, Acme is a small business whose profits were at risk due to recurring IT costs and poor vacation planning. Ironically, the company's IT needs were simple―email and a sharable vacation calendar―so simple, in fact, the company had no IT staff. But it did have two servers that needed babysitting, and which occupied an office that a key salesperson coveted; plus a $10,000 a year software license―and no sharable vacation calendar. Our team helped Acme move to the cloud. In doing so, we equipped every employee with email and gave everyone access to the vacation calendar, so employees can now plan their work around others' absences. As a result, Acme's two servers are history; the $10,000 annual license is history; a top salesperson now has the office she so desperately wanted, instead of a cubicle on the plant floor; and the company is running a lot smoother. Acme will cut IT costs by 40% in the next four years! Would you like to do that? Give us a call today.

See the difference?

It's elementary.

Monday, April 10, 2017

Carpe Diem


At no time has man so loved life as he did at the end of the Middle Ages.

― Philippe Ariès

Meandering the UK and gaping at the ubiquitous twelfth-century churches and town halls has nudged me to take carpe diem off the backburner.

Death was in your face in medieval times, when dysentery, ergotism, gonorrhea, influenza, leprosy, malaria, measles, bubonic plague, smallpox, childbed fever, and typhoid fever killed people every day in their own beds.

Today, in contrast, the dying simply vanish, retreating at old age into retirement homes, hospitals or hospices, while ads, films, songs, magazines, and social media posts paint a picture of perpetual youth and wellness that divert us from ever thinking about death.

"Much of social life can be interpreted as an elaborate means of shielding us from our inherent anxiety about death," says Roman Krznaric in his new book Carpe Diem Regained.

"The way so many of us desperately seek career success or lasting fame, our tendency to accumulate possessions that give us a sense of permanence, our wish to pass on a trace of ourselves to the future by having children, or the way we simply fill our time with so many diversions, from collecting stamps to foreign travel―these are all, at least in part, strategies for dealing with the stark reality that one day, sooner or later, we will cease to be and the worms will claim us."

Krznaric thinks the medieval spirit of carpe diem has been "hijacked by consumer culture," which teaches us to live happy lives through shopping, web surfing, fingering our mobiles, and―the latest craze―practicing mindfulness.

The better way to live, he believes, can be discovered in the past, when people seized opportunities to exist spontaneously, not by denying death, but by remembering it.


Sunday, April 9, 2017

United Breaks Guitars. But Priceline Breaks Contracts.


You've probably heard Dave Carroll's story.

He's the musician whose $1,200 guitar was broken by United Airlines baggage handlers.

Dave tried for nine months to move the company to honor his claim. But United said "No," because he'd failed to submit the claim within 24 hours of the incident.

So he wrote and recorded a song, "United Breaks Guitars," and uploaded it to YouTube.

After only 150,000 views, United contacted Dave and offered to pay the claim if he'd delete the video.

Dave instead produced and uploaded two more, related songs, at which point the media picked up his story. He did over 200 interviews.

Then, the song parodies and knockoffs started, and millions of people learned to sing "United Breaks Guitars." On one flight from Newark, New Jersey, the passengers sang it in chorus as the plane taxied to the terminal.

Within three weeks, the company's stock plummeted by 10%, a decrease in value of $180 million.

A week ago, my wife and I tried to board a flight from Washington, DC, to London, using tickets we'd purchased for $1,200 six months earlier through Priceline, only to learn the company had cancelled the tickets.

When I called Priceline from the airport, I was told it had indeed cancelled the tickets in September and would not issue a refund. Ever. "We do not issue refunds," I was told.

My wife and I made other travel arrangements, at six times the cost of the cancelled Priceline tickets.

Next week, I'll send a brief protest letter to Priceline's executive chair, Jeff Boyd.

I'll remind Mr. Boyd of Dave Carroll's story and close the letter with the words, "Song to follow."

Thursday, April 6, 2017

A Finger in Every Pie


While roaming about the yard of St. Kentigern’s, a 12th century church in Britain's Lake District, my wife and I ran into the docent, who was locking the church doors for the night.

He was a wizened Hobbit of a man, dressed incongruously in a leather biker's jacket and a matching Los Angeles Rams cap.

He took it upon himself to give us a guided tour of the churchyard.

He pointed out a large Celtic cross over one grave and said that the man below "had his fingers in both pies," meaning the man was hedging his bet on Christianity by having an ancient pagan symbol erected above him.

The docent's statement was a corruption of an old expression, "to have a finger in every pie," which means to be a busy body.

It probably first referred to nosey visitors to the kitchen, who couldn't resist tasting the cook's dishes by sticking their fingers into them and taking a lick.

Shakespeare alluded to the expression in Henry VIII, when the Duke of Buckingham says of the meddlesome Cardinal Wolsey:

"No man's pie is freed
From his ambitious finger."

The docent of St. Kentigern’s meant less that the dead man was intrusive, but that he hoped, in the afterlife, to have his cake and eat it too.

Wednesday, April 5, 2017

The Shepherd's Lives


The geographic constraints of the farm are permanent, but within them
we are always looking for an angle.
― James Rebanks 

I had the honor yesterday to visit the farm of James Rebanks, to interview him for a couple trade magazine articles.

Rebanks is a British sheep farmer, an Internet rock star, and author of
The Shepherd's Life, an international phenomenon whose sales have already reached over 350,000 copies.

He sat down for the interview over lunch, his clothes still muddy from the fields, where he'd been working since before dawn to care for his animals (lambing season hasn't quite yet ended, so the farm is busy).

Rebanks mentioned that, after lunch and our interview, he'd be meeting with students in the classroom he and his wife have built onto the rear of their home. Student groups visit the farm regularly to learn about raising sheep. Sheep farming at a small scale isn't very profitable, so teaching is a second income stream for the couple.

Although farming is his occupation, Rebanks, in addition to teaching, supplements his family's income with writing, professional speaking, consulting, and even the occasional construction job.

With the soft demand for wool and meat, crushing competition from industrial farms, and small-famers' meager subsidies from the government, every small sheep farmer is the UK today has to diversify, to get by. The income from a small farm is just too little to sustain anyone.

The next time I complain about having too many clients, too many projects, and too many emails to read, poke me.

Monday, April 3, 2017

Priceline Loves Loopholes

Loophole at Windsor Castle
A "loophole" is a mistake in an agreement or law that lets you escape an obligation.

We say, for example, "Priceline exploited a loophole to avoid paying any income taxes seven years in a row."

The word stems from the Middle English loupe, literally "a narrow window in a castle wall."

A loophole was designed to protect an archer as he shot at approaching enemies.

The word took on its figurative sense, "a means of escape," around 1660.

Castles could be full of bad odors, and a loophole served as a "vent" to let them out.

Sunday, April 2, 2017

When Robbing You Blind, Priceline Perfers Passive


When I arrived at the airport yesterday, the airline's agent informed me my ticket had been cancelled and no seats were available on the flight.

I called Priceline, which sold me the ticket. Two agents spoke to me (after putting me on hold for 40 minutes) and told me the ticket had been cancelled and no refund would be issued.

They relied throughout the conversations on the passive voice, never admitting Priceline cancelled my ticket and Priceline is keeping my money.

It's ironic the two people have the title "agent."

Writing coach Sherry Roberts could well have had Priceline in mind when she described the passive voice:

"A sentence written in the active voice is the straight-shooting sheriff who faces the gunslinger proudly and fearlessly. It is honest, straightforward; you know where you stand.

"A sentence written in passive voice is the shifty desperado who tries to win the gunfight by shooting the sheriff in the back, stealing his horse, and sneaking out of town."

Saturday, April 1, 2017

Failure


Woody Allen once told
The New York Times, "If you're succeeding too much, you're doing something wrong."

Most people dread failure, so much so, they forgo any opportunity posing risk.

But failure brings transformation.

Edison failed repeatedly, but was undaunted. "I have not failed 10,000 times," he said. "I have succeeded in proving that those 10,000 ways will not work."


"The person who fails the most wins," Seth Godin says.

To keep failing, you've got to be good enough to keep playing.

Before he became an author, Godin was a book packager, producing a book a month for 10 years. You can bet that producing 120 books―many of which bombed―taught him about writing best-sellers.

Friday, March 31, 2017

Bloggers' Work Habits


Orbit Media asked 1,055 bloggers how they work. It found:
  • Bloggers spend on average 3 hours to write a post (26% more time than a year earlier); only 1 in 3 spends less than 2 hours per post.
  • 1 in 4 bloggers rely on an editor to improve their posts.
  • The average post is 1,050 words long (19% longer than a year earlier).
  • Nearly 50% of bloggers include lists in their posts; 15%, video.
  • Most bloggers publish weekly; the number who publish daily is down by more than 50% from a year earlier.
  • Over 95% of bloggers promote their posts on social media; a majority use email.
  • 56% of bloggers routinely check their posts' traffic; 20% never do.
My work habits? Yours truly:
  • Spends about 1.5 hours per post.
  • Works without the benefit of an editor.
  • Writes brief posts, 350 words or so.
  • Loves to include lists and videos.
  • Publishes 7 days a week.
  • Uses social media to promote every post.
  • Checks traffic, but not obsessively.
What are your work habits?

Thursday, March 30, 2017

Apple is Killing Your Email Marketing


Ever since Apple released Version 10 of the operating system for its iPhone, your email marketing program has been under siege.

Version 10 of iOS begs the user to opt-out of the sender's list, if she so wishes, by displaying a mammoth unsubscribe banner above each incoming email.

To quit your list, all the user need do is click the banner. The click sends an email to you (or your email service provider) that instructs you to remove the user from your list.

Opt-outs have soared since the August release of Version 10.

There is one way to thwart Apple: enable opt-outs only through a website. If your email contains only a URL for unsubscribing, the ginormous unsubscribe banner won't be displayed.

HAT TIP: Thanks to
Mike Bannan, CDO of Inspire 360, for bringing this to my attention. Before he mentioned Version 10, I was at a loss to understand the surge in opt-outs.

Wednesday, March 29, 2017

Burn the Boats

Resolving to begin life anew, when the mutineers of the HMS Bounty reached Pitcairn Island, they burned the boat.

Like the Bounty's crew, many of today's publishers and associations must self-administer the shock that flings them into the "conquer or be killed" mindset, or they're sure to wither and die.

Burning the boats—destroying outdated, expensive and unprofitable products and programs—may indeed take a few mutineers. Comfortable execs and boards aren't about to do it.

At
Super Niche Media Event this week, I heard that idea expressed by attendees many times.

It may take a new generation to lead these organizations to burn the boats and behave like brands.
Provided the ships don't sink beforehand.

Tuesday, March 28, 2017

Government Communicators: Know Who's Who in a Video Crew

Photo: Patty Mooney
Award-winning video producer Ann Ramsey contributed today's post. She is a senior producer at the US Department of Health & Human Services in Washington, DC.

You probably deal with video crews often in your role as a government communicator. You host press conferences and other events broadcasters want to cover.

From the broadcaster's point of view, any shooting done is considered "field" or "remote" shooting; and it will send specialized crews for it. However, you may not be clear about the taxonomy and makeup of these crews.

Why do some field crews seem to waltz into any situation on their own, shoot it, and pack out with hardly a word, while others can't be satisfied without detailed advance support and extra time, space, access, and control on site?

The answer lies in the differences between two types of field crews: ENG versus EFP

The two types of crews have considerably different purposes and needs. Understanding the differences can reduce your headaches and improve your media coverage.


ENG–Electronic News Gathering


ENG refers to 
a field news team covering a current or breaking story.
The term derives from TV news in the 1980s, when field footage was first electronically transmitted to editors, instead of being handed off to them on videotapes.

Photo: Alex Row
ENG footage is recorded for editing and later airing, or for transmitting live. Today’s ENG crew could be a lone reporter, operating her own camera with a headset and microphone; or, it could be a reporter with a one- or two-person crew. If the latter, the crew captures the audio and video, while the reporter concentrates on interviewing or narrating. 

For high-profile or unfolding situations, a satellite uplink or a microwave truck might also be dispatched to the location for live transmitting, and to serve as home-base for multiple ENG crews. Regardless of size, ENG crews are used by TV, web and radio broadcasters to cover press conferences, crime scenes, public events, accidents, rescues, storms, court trials, and battle zones. ENG crews are “on call” day and night for immediate deployment to "get the story." Some storiesa hostage situation, a major fire, or a riot, for examplemay attract dozens of crews, who vie for position as the event unfolds.

For an ENG crew, the emphasis is on speed, agility, and fast turnaround of short-form stories, usually for airing the same or the following day. Their set-up and tear-down process is fast; they need minimal B-roll footage (“covering shots"); and, since they are reporting at public press events, don’t need to get appearance releases signed. You will hear them use the term “run-and-gun,” which is the signature ENG style.

As a communications professional in charge of a government event such as a press conference, you and your team will need to accommodate each broadcaster’s ENG crew: give them the event rundown, and let them know how to get into the venue. When crews arrive, show them to the area where they can set up; and let them know if there will be press availability time with the VIP for individual questions. Crews will usually have batteries, but show them a power source for backup. Tell them if they will need to acquire audio using their own mics; otherwise help each crew plug into to your "mult box" for a direct audio feed from the podium or soundboard. (A mult box is a single audio source with multiple outputs. Mult boxes are commonly used at press conferences in small spaces, so that umpteen mics are not all in the speaker’s face at the same time, and so that reporters can all get the same, clean audio.) Crews will want a couple of minutes to run a sound check before the event starts and cameras begin to roll. If your event is happening someplace with local color or visual interest, you should also arrange a few minutes for the cameras to shoot some B roll. After the event, ask the crews if there’s anything else they need, and show them the best way out.


EFP–Electronic Field Production


The EFP crew works to create a narrative, rather than reacting to an unfolding story in real time. Whereas short-form news packages or live stories are the norm for local reporters, longer-form, in-depth stories are covered by national news magazines. In addition, you may want your agency’s in-house video production team (or a crew that you hire) to make a video out of an event as an edited package, or to create "Bites and B roll" to be made available to broadcasters for their use. Any of these more complex situations will call for an EFP crew.


According to the Herbert Zettl's Television Production Handbook:

"[Electronic Field Production] uses both ENG and studio techniques. From ENG it borrows its mobility and flexibility; from the studio it borrows its production care and quality control. EFP takes place on location (which may include shooting in someone’s living room) and has to adapt to the location conditions… Good lighting and audio are always difficult to achieve in EFP, regardless of whether you are outdoors or indoors. Compared to ENG, in which you simply respond to a situation, EFP needs careful planning.”

Typical uses of EFP are: industrial videos (i.e., non-broadcast, which includes government videos), documentary, broadcast magazine interviews and profiles, and promos.


Photo: Ann Ramsey
An EFP crew is unlikely to consist of one person (a “one man band”), although some documentarians operate that way. Most often, the crew is sizable. EFP done on a large scale (for example, the Olympics, the Oscars, or the Macy’s Thanksgiving Day Parade) are called “remotes,” and will require crews for multiple-camera setups with videography, photography, advanced graphics, sound, grips, gaffers, and camera motion rigs such as Steadicam, drone, action camera, dolly, crane, and jib. In government's sphere, something like a large town hall or political debate would require so large a crew, but in everyday practice you find most EFP crews that are needed to cover speeches or press conferences will consist of three to six members. Crew members could include a producer/interviewer, one or two cameramen, a sound recordist/mixer, a gaffer (lighter), and a production assistant or grip. They will bring an audio mixer with several types of microphones, and probably a couple of cameras, a case full of lenses, field monitors, and a couple of camera set-ups (a tripod and dolly, for example). Most conspicuously, an EFP crew will arrive with numerous cases of lighting instruments and accessories. All of this equipment needs to be staged where the crew can get access to it as they move through their shoot.

Photo: Ann Ramsey
If a national news organization wants to create a magazine story, your press event will essentially become B roll, with the content of the story (the A roll) likely interview-driven. B roll is typically gathered by a three-man team (a producer, cameraman and audio technician). The crew will want to go to the home or workplace of one or more of the interviewees, or possibly arrange additional locations representative of the story. The lighting and shooting style of A roll and B roll will be consistent with the look and feel of the series. Raw footage can be hand-delivered, shipped on a hard drive, or fed via a local satellite service to the studio, where it's screened and edited. The final product may be aired in a matter of days, weeks or months, depending on the broadcast schedule. 

EFP usually has higher production values and slower turnaround than ENG. As the government communicator, you want to assist the EFP crew to make a terrific video, one that's assured of getting aired. Help them with: scouting locations, securing interviews, and accessing the venue. For unloading, look for alternatives to stairs (s
ince they usually put all their equipment on a rolling cart, EFP crews need elevators or ramps). For set-up, give them space to stage equipment, and allot them at least an hour to light the interview set. EPF crews will want attractive interviews, so they need extra room (“throw”) behind the interviewee to blur out the background. They also need to minimize disturbances and light and sound interference once the cameras are rolling. For multiple interviews, you might want to arrange a separate room that can be pre-lit. You should also accompany the crew to B-roll locations, to ensure they get access and can get the variety of shots they need. Don't be surprised if a two- or five-minute finished piece requires a day or more of production time. At the end of the shoot, ensure the crew was able to get signed appearance and location releases, and give them adequate time to pack up and load out.

Different animals

Because ENG and EFP crews are different animals, they demand different care and feeding. To complicate matters, it's possible you'll find both types of crews covering a single event. So you need to:


  • Understand that ENG crews, although more self-sufficient, are concerned about their deadlines. So if they request something, they need it on the double! As appropriate, you will be directing your ENG crews to one or more designated press areas from which they can cover the main podium, plus any immediate follow-ons, such as press avails or facility tours.

  • Understand, in contrast, that EFP crews will likely need pre-arranged, one-on-one interviews and multiple set-ups, so they'll require additional space, time and attention during, as well as after, the formal event. Don't begrudge them the time and trouble. The compensation for the extra effort you give EFP crews will show up in the end result: a high-quality, in-depth and compelling video.
ENG & EFP crew roles
Normally, these roles are combined varyingly among a small crew:
  • Producer/Reporter - directs crew, conducts interviews
  • DP (Director of Photography) - chief camera person
  • Videographer - camera person, e.g., second camera
  • Sound Recordist - acquires and mixes audio
  • Boom Operator - sound recordist who uses a pole-mounted mic
  • AP (Associate Producer) - assists producer with logistics
  • Gaffer - lighting director
  • Grip - assist the DP and sets up the camera rigging
  • Dolly Grip - operates a camera dolly
  • PA (Production Assistant) - manages gear
  • Media Manager - relays or transfers video and audio files
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