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Is Working Behind the Magic Curtain a Good Practice?

In the marketing, communications and creative world, we don't want our clients to see how much effort we pour into a project.  We don't want to admit that we spent a week laboring over the estimate we prepared for them.  We're in a business of making things easy for our clients.  We want them to think it's easy because we feel like that's good customer service, and that we know what we're doing and we love it.

Is this true in any other industry?

Will a doctor leave surgery and not tell the patient that there were some troubles along the way, but they ended up saving a life anyway?  Will a firefighter leave a burning building with rescued beloved pet in hand, and not confess that it was quite an ordeal to save that life?  Will the Coast Guard member dangling from a helicopter to pull you out of a flooded home to belittle such a brave rescue that saved a life?  Perhaps they don't need to because it's quite understood that these are amazing feats.  We already celebrate them.

Wait, perhaps there's another thing.  We're not saving lives.  Not directly, anyway.

We're putting words and images together.  OK, we're doing a bit more than that.  We're convincing people to buy something or behave a certain way.  We're telling the world about a business because they're paying us to help promote them...  I mean, there could be some life saving in there some where, but for the most part we are working in an office with a computer or working with people face to face, right?  We don't have to put on special gear because the conditions are so hazardous, you know?

So, I'm left wondering if the practice of hiding things behind a magic curtain is actually serving us well.

I hear clients say, "What takes this designer so long?  I could've done this in Word in an hour."  There are a lot of variables left unexplained here, but it got me thinking about what happens behind the curtain.  Are there things we should be sharing with them or better explain to them so they understand?

Is hiding the blood, sweat and tears that go into each project a good thing?  Is hiding behind the magic curtain serving the industry well, or causing confusion among our clients?  If they don't see how much effort goes into a certain task, will they value it the way we hope they will?

Today I leave you with more questions than answers.  I don't know the answers, but I question our practices to explore the possibility that there is room for improvement.

Know It Alls

In the marketing communications industry (and that includes creatives), we come across know-it-alls pretty regularly.  Let's include big egos in there, too.  They know their industry well, and are happy to prove it to just about anyone.

It's my personal belief that people falling into this category are genuinely good-intentioned, but come off as being arrogant jerks.  Sometimes, though, they actually are arrogant jerks, but we'll presume they are innocent until proven guilty for the sake of this article, mmmk?

When talking about know-it-alls (KIAs), let's agree that they come in all shapes and sizes.  I've met my fair share, and have spent years with them.  Over the years, I have found a few strategies that have helped me in such situations where a KIA goes on what we'll call a Rant.

Rants usually look like this:

1. You and the KIA are engaged in conversation.
2. A subject matter arises in conversation, one in particular the KIA is passionate about.
3. The KIA starts to go on a Rant, telling you too much information (some of which might not even be accurate).

Now this is a Choose Your Own Adventure type of situation.  You can either argue with the KIA, change the subject or simply let the Rant continue.  (There are other options, but we'll limit ourselves to three for the sake of brevity.)

Arguing with a KIA
In my experience, arguing with a KIA usually ends very badly.  Typically, many KIAs love, love, love to win an argument.  So, even if you present your case with the greatest of ease and concrete fact, they believe that they have still won.  Or they lose the argument and their pride is damaged--something that can indirectly damage your relationship.

Changing the Subject
Changing the subject, on the other hand, works fairly well.  It's tough to do sometimes because they have usually gone on the Rant already.  Tact in changing the subject is key, so that it is not obvious or hurtful.  This is a learned skill, something that you can and should put into practice if you live with  KIA in a daily situation (manager, spouse, roommate, friend, etc.).

Listening or Letting the Rant Continue
The third option is one that works well if you have patience and a fair amount of spare time.  I really, really enjoy this option but will not pressure you to try it because what works for me may not work well for you.  It is a form of entertainment to me, like watching a game or the plot unfold in a film.

KIAs typically like to hear themselves talk (and I don't mean this to be mean, it's just that they like the subject at hand and like to talk about it).  So, by giving them the permission or chance to Rant, you help them feel good.  It's not too different than giving someone a treat or surprise gift for no reason.  They unwittingly feel a little high after the end of the Rant because they have shared information they know is unquestionably right--even if it is just opinion.  They may have been holding onto the Rant for a while, just waiting for the opportunity to let it all out.  You've just given them that chance, and they'll associate that high with you.

After they have finished the Rant, you can present the other side if you feel they are wrong.  Sometimes this works best in the form of questions.  There is an art to this as well, so it might not work the first time you try it.  Questions that are not "leading the witness" usually work well.  Don't lace a question with your own agenda or opinion.  They have to be seemingly innocent questions, ones that give the KIA a chance to continue thinking and talking about the subject matter at hand.

Getting Instant Proof
In this age of smart phones, looking up facts can help, too.  If a KIA doesn't go on a Rant but just states a fact they believe is true, you can look up such a fact online and hand them the phone.  "See, such and such a site says that's not the case."  Often this is a good tactic when you're short on time or patience.

In Our Industry
As this pertains to marketing, communications and creative work, it can be a bit tricky to deal with a KIA.  They'll spout out jargon on occasion which can make a client feel inadequate or dumb.  Don't react, just realize that this is a symptom of something else.  Getting to the cause of the problem is best.

The subject of know-it-alls is not one that can be summarized in just one article.  There are many different kinds in the marketing, communications and creative industry. My background has helped me so much when working with partner organizations.  Having professional training on the subject matter helps me find the right partner for the job because I can speak their language.  I know the jargon, and I know when they know what they're talking about.  We skip the dance of over explanations of concepts, and get to the meat of the conversation quickly.

If you find a representative of your agency is a KIA, it can make the relationship a bit strained.  If you need a consultation, or tools for dealing with it then it's a pleasure to help.  I can help you navigate the waters of working with an outside agency because I have experience doing it, and spend a lot of time talking with employees of agencies in order to better understand them.  It's a thrill for me.

What are some of your experiences working with know-it-alls?

What is Honey Scroll?

Honey Scroll is the solution to all the problems I faced in my last job, where I was tasked with outsourcing marketing, communications and creative support.  The challenges I faced in that position were many, and since quiting that job I proven that people in the Triangle in similar situations are feeling similar frustrations.

It's led me to believe that the system is broken.  I'm not pointing fingers or placing blame on anyone, here, let's be perfectly clear about that.  I simply believe that there's room for improvement with the existing system.

You see, we have two sides:

1. Clients
   People who need marketing, communications and creative services
2. Partners
   People who provide marketing, communications and creative services

This is a buyer-seller relationship.  This, in my humble opinion, leaves a lot of room for improvement.  It means that the buyers must beware. This starts the relationship off on the wrong foot.  The client is already on the defensive and hardly willing to trust the partners.  This buyer-seller relationship--which is obviously critical in business--actually causes a chasm between the two sides, a broad gap that leads to misunderstandings, frustrations and failings.

Honey Scroll fills this gap, and helps both sides work better together.  We listen to clients vent about what the agency did or didn't do.  Then we listen to the agency vent about what the client did or didn't do.  We listen a lot!  We become a vault of information in the process.

We serve as an unbiased, third party that facilitates improvements.  We seek a better understanding of both sides, so that we know the pressure points, deal-breakers and ideal relationships that seem impossible.

Then we make magic happen.  We match clients with their ideal partners.  We match partners with their ideal clients.  We help both understand how to keep the relationship on the right track through consultations, mediation and education.

Honey Scroll wants to help you improve your business and quality of life.  Connect with us today to taste sweet success.

5 Tips for Great Portraits

There are many reasons for getting your portrait made.  Getting the results you want is a shared responsibility between the photographer and you.  Here are a few tips to make the most of your portrait session:

1. Be on time.
2. Be relaxed.
3. Be prepared.
4. Be comfortable.
5. Be yourself.

There are a lot of variables in getting portraits made, and sticking to these five simple things will help you get the results you want.  Talk to your photographer before the session to be sure you're both clear on the ultimate goals.  A few emails to document the conversation can help both of you, too.

If you're thinking of getting portraits, and need a photographer send me an email or give me a call.  I know many talented photographers willing to help you look your best, whether it's for professional or personal portraits.

Hiring Social Media Partners

People are calling social media marketing the new Wild West.  Now, whether or not you agree with this broad statement, you might still be wondering how social media applies to you and your job.  If you're in charge of marketing and communications for a company, you should be paying attention to the impact of social media.  It will become increasingly important, if not one of the things you should already be doing.

I started studying social media closely in 2006, obsessively learning and reading about it.  Not too soon after that my boss asked me what I thought of it all.  When the time came to outsource the support of our social media efforts, I had a list of people that would do the job beautifully: both in strategy and execution.  Because of several challenges, we weren't able to hire those groups while I was there, unfortunately.

Getting everyone within an organization to (a) understand social media, (b) actually value it as a corporate policy and (c) know who to hire to provide counsel and prevent mistakes are all very big challenges.  Even today people tell me they could care less about social media, when they are in a position that I feel they should be paying attention to it--for their own good, not for my benefit.

You see, I'm not a social media service provider.  I'm not the one that will put together a strategy, and then help you execute it.  While I know how to do those things, I would much rather match you with an organization that is focused on those services.  We have a growing number of talented organizations in the Triangle that can help you and your company with social media.

The number of social media experts/gurus/mavens/strategists--whatever you want to call them--is growing daily.  People are jumping on board so quickly that it'll make your head spin.  Recently I attended a networking event, where a guy gave me his business card.  He represented a social media company in the Triangle that I had not heard about yet, so I started quizzing him for fun.  Perhaps he might be a potential partner for Honey Scroll.  He didn't know any of the folks he should have known, nor did he attend any of the events he should have been attending.  Now, these two criteria don't disqualify him completely, but they do raise serious questions in my mind about his capabilities when it comes to providing counsel to clients regarding social media.  We have not been in touch since then, and I have yet to see him actively participate within the community.

It's incredibly important to do your homework before hiring someone that will provide you with social media counsel.  It can be tough to know what criteria is important prior to hiring a company, especially in an evolving industry like social media.

How do you find the right social media partner?  What questions do you ask during the initial interviews?  How do you understand what services they've provided other clients?  How do you know what services you want them to perform for your organization?  What's a fair measurement for return on investment (ROI)?  What's your length of time to test the performance of your new partner before you decide to rehire or fire them?

There are many things you need to know before hiring a group to help you understand and execute social media efforts.  Please do your homework first!  Better yet, hire me and I will find you the right agency.  I love professional match-making, and there's no greater satisfaction than hearing a client is totally pleased with their new partner company.

Don't forget to register for the Honey Scroll workshop on social media, too: http://honeyscrollfeb.eventbrite.com/.  We love to hear your questions.  The conversations are just part of the fun!

Manage Client Relationships Cesar’s Way

Cesar Millan, The Dog Whisperer, is a hero of mine.  His show has helped me understand my dog since I had not been exposed to the energy of a pit mix.  This high-energy, loyal dog and The Dog Whisperer (who understands bully breeds) have both taught me a great deal about managing client relationships.

Clients would probably never admit it, but they like to have rules, boundaries and limitations.  This is one of Cesar's teachings.  If you provide the rules, boundaries and limitations--and consistently enforce them--a mutual respect forms.

The key is to set up the rules, boundaries and limitations from the get-go.  You can't enforce rules you've made up mid-game.  If you tell a new client that you don't work nights/weekends, but then continually break your own rule, your clients receive a mixed message.  This leads to uncertainty and a little bit of doubt, which leads to bigger problems later.

Set up the rules, boundaries and limitations for your client relationships, communicate these to your clients from the start and enforce them consistently.  I have spent years watching agencies make mistakes and listening to clients complain when it happens.  If you need help setting up your rules, boundaries and limitations connect with me today.  It would be a pleasure to help.

5 Ways to Improve Your Profile Pic

We have a love/hate relationship with profile pictures.  I almost start drooling over really great ones.  They are quite rare, which is why making improvements to your profile pic will help you stand out from the crowd.

Here are five ways to improve your profile photo:

1. Be well rested, hydrated and relaxed when you shoot.
   If you're tired, dehydrated or nervous, it may negatively impact the final results of your photo.  Take a new profile pic when you're well rested, hydrated, relaxed, comfortable and confident.
2. Dress appropriately.
   If you meet with clients in a suit, then use a profile picture wearing a suit.  If your profession lends itself to a uniform (race car driver, doctor, physician, firefighter, etc.), then your profile photo can reflect that if it's how you want to be seen.  This consistency helps people recognize and remember you.
3. Keep the photo updated when you change your look.
   It's confusing to meet someone in real life (IRL) for the first time and they look nothing like their online photo.  If you change your appearance, be sure to update your profile photo, too.  You don't have to stress about doing that immediately, but be sure to update it before going to the next networking event so people have an accurate representation of you in mind.
4. Follow some essential rules of digital photography.
   Crop the image so that we can see your face well.  Make sure the image has enough contrast.  Use a resolution that compliments you (doesn't look blurry/pixelated), but downloads quickly.
5. Have a professional photographer take it.
   Professional photographers have a knack for capturing a moment and making you look your best--it's what they do for a living.  They will have ideas on how to capture the "essence of you" that will help you build a professional brand online.  When and how to hire a professional photographer is something to think about.

When you're ready to hire a professional photographer or branding expert, connect with me.  There are a lot of talented professionals ready and waiting to make you look your best.

5 Things to Make Your Online Videos Better

The professionals who study web development and search engine optimization (SEO) will tell you that videos are becoming critical, but the ease with which anyone can make a video means we have a market flooded with low quality niche-market videos.

To help you stand out among the crowd, follow these five things to make your online videos better:

1. Look at the lighting
   People want to connect with people, so be sure that the lighting flatters the people you put on camera.  Can we see their eyes?  Facial expressions?  Is the room too dark and drab?  Are you filming outside in the sun, making everyone squint?  Look at the lighting before you shoot to be sure it tells the story you want to share.
2. Plan ahead for audio
   Your audience has a limited level of forgiveness for poor audio.  If they strain too much to hear the story you're telling, they will likely walk away.  A small lapel mic for interviewers and interviewees will a difference, if used properly.  Take the time to learn about using audio equipment, and your audio will improve greatly.
3. Use a tripod when appropriate
   Many interviews are filmed using hand-held videos because it's faster/easier.  While the motion of the camera does lend excitement to a bland environment, you must be careful about the amount of movement.  When possible, use a tripod to steady the camera and prevent your audience from getting motion sick.
4. Use music
   The next time you watch a film, close your eyes and do nothing but listen.  You'll find music where you once took it for granted.  Music sets the mood for your audience.  Work with local artists or find free loops online to help improve your web videos.
5. Plan for editing
   You can edit with the camera or on your computer using video editing software.  How you edit your video shapes your story.  Are your transitions harsh, or hardly noticeable?    What segment should come first, second or third?  Plan ahead for editing, no matter whether you do it yourself or hire an editor.

Remember, the videos you put online represent you, your company and your clients.  Take the time to make sure you're doing them justice by taking a few steps to improve the quality of your online videos.

When you want a pro to help you develop online videos, just ask.  I know a lot of talented, passionate people thrilled to help you improve the quality of your online videos.  We are in a do-it-yourself (DIY) age, which means hiring a professional will help set you apart from your competition.

Social Media Experts

During the past few years, I have watched companies excitedly hire social media consultants that proclaim to be experts.  These clients come to me with bright eyes and smiles, so happy to finally have started adding social media to their marketing and communications efforts.

Then I ask them the name of their agency or consultant, and my heart drops. They've hired one of the "Me Too" organizations, someone who just got on the bandwagon, or a group that attempts to learn while doing at the expense of the client.

It's an unfortunate thing that often happens when clients shop for marketing, communications and creative services.  I am not calling these clients inept or incapable of hiring their own agency.  I merely feel they need more information before going shopping, or someone that has their best interest in mind and can guide them through the process.

Is there a Consumer Reports for hiring marketing, communications and creative services?  If so, I would love to learn about it.  Who is the watch dog for clients, educating them about making better decisions?  Does such a thing exist?

During my time learning about social media (it is still a changing game, and there is something new to learn each day), I found that those who knew the most about it never referred to themselves as experts.  They prefer words like "guru" or "maven" because expert infers that one knows almost all there is to know about the subject matter.  As previously mentioned, social media is a game that changes daily.  We're all still learning about how to use it and make it work well in business.

So, dear clients, when shopping for social media support please be careful.  There are people out there who will use your ignorance to their advantage.  Do your homework before you sign on with a new partner.  Better yet, call me and I will recommend you to some of the nation's smartest and most talented social media strategists who can also help you execute plans.  We are lucky to have some of the most intelligent and passionate social media evangelists right here in the Triangle.

Honey Scroll is hosting a workshop on social media (101 and tools to help you manage it faster) on February 24th at Edge Office in Raleigh, N.C.  Bring your questions, note taking device of choice, and open mind.  We'll talk about social media, how it applies to business, and how Honey Scroll can help you find the right talent for your needs.  Register today: http://honeyscrollfeb.eventbrite.com/.

Rose Wilson and the January Honey Scroll Workshop Series Kick-Off

The 2010 Honey Scroll Workshop Series kicks off with an interactive presentation from Rose Wilson this Wednesday, January 27th from 1:30 to 4:30pm: http://honeyscrolljan.eventbrite.com/.  Wilson will share ways to use the phone for business development and relationship management as part of Honey Scroll's mission to help agencies and their clients work better together.

In the short time that I have known her, Wilson has taught me a great deal about using the phone for business development and relationship management--and I thought I knew a thing or two about it already.  With so much reliance on email and social media now, it can be easy for some marketing, communications and creative company representatives to forget that clients still rely on use of the phone in connecting with them.

Wilson speaks with a kind and gentle smile, asking the right questions to help you think about how you use the phone in your daily business activities.  Wilson will ease you into thoughts of areas for improvement, giving you tasks to immediately change your ways for the better.

When we sat down to cover the material of her workshop, I was so impressed with the ease at which she covers the material.  Wilson knows what matters to you, and shares info in a way that leaves you open minded about changing habits.

While working for corporate employers, I received a lot of cold calls from representatives of marketing, communications and creative companies.  It surprised me how few of them recognized the rules of using the phone properly.

Join us this Wednesday for an afternoon of learning about the age-old tool that can make or break your company.  Wilson will show you the power of the words you choose to use, give you tips for improving your use of the phone as it relates to your business and challenge