With Web Videos, Short Trumps Long

Short Web videos are more effective than long ones, according to a new study by AOL.

The study found:

• For brand recall, short beat long by 25 percent
• For creating purchase intent, short beat long by 42 percent

Although viewers understand that ads are the cost of free Web content, they're adopting the same ad-avoidance habits TV watchers have (changing channels, multitasking, leaving the room, etc.).

To counteract those habits, the study says, you should produce short Web videos that include coupons, contests and links.

Ho. Ho. Ho.

Kearny's Castle is a Civil War novel.

I've been working on it for several years.

I couldn't send you a fruitcake, so here's Chapter One as a gift.

Download it now.

And have a very Merry Christmas!

Note: The work is Copyright 2012 by Robert F. James

B2B Execs Socially Unaware

B2B executives don’t get social media, according to marketer Lenna Garibia, writing for MarketingProfs.

Citing new research by Harris Interactive, she notes:

• 43% say they rarely or never consider the social media reputation of their firms when making key decisions
• 67% say they could not respond to a hostile social-media post within a day, and
• 13% say they wouldn’t bother

There’s a weird geographic difference among the execs.

Those who live in the northeast are much more likely to care about the social media reputation of their firms than those who live in the west.

The Under Toad

I met Gonzo journalist Hunter S. Thompson at a conference once.

It was 1972. The country was deep in the throes of a Presidential election.

Four months earlier, segregationist and gun-loving Alabama Governor George Wallace had lost his bid for the Presidency thanks to a would-be assassin.

I asked Dr. Thompson whether he thought Wallace might change his stance on gun control after being shot five times in the chest and stomach.

"I don't know," Thompson snarled. "But I do know this. Everyone should carry a gun. We all should carry guns. The streets would be a lot safer. America would be a better place."

Thirty-three years later, depressed and deathly ill, Hunter Thompson blew off the top of his head with a shotgun.

I don't understand the pleasure of gun ownership. I don't understand the thrill of hunting animals. But a lot of people I know and admire enjoy both those things.

As a parent, however, I understand how fear and loathing due to the loss of a child could exceed any imaginable sorrow.

In his novel The World According to Garp, John Irving famously described the brutal workings of the "Under Toad," code-words for "the forces that disrupt human life and sometimes destroy it." The life of a child, in particular.

The Under Toad visited Newtown, Connecticut, last week.

Several parents will never feel sorrow-less again.

The Phenomenology of Selling

Journalist Philip Broughton has written The Art of the Sale, far and away the best book on sales I've ever read.

Good old-fashioned reporting is the reason for the book's success.

"There are more lies told about selling than any other aspect of business life," Broughton writes in the introduction. "So I went in search of some truths."

Along the way, Broughton interviews dozens of top-flight sales executives—including Tony Sullivan (The Smart Mop), Ted Leonsis (AOL), Jeffrey Gitomer (Little Red Book of Selling), Larry Gagosian (Gagosian Gallery), Augie Turak (MTV), Marc Benioff (Salesforce.com) and Howard Anderson (Yankee Group)—in hopes of learning what makes a great salesperson tick.

He uncovers a ton of truths and, in the end, learns that, "The traits required to sell (resilience, conviction, persistence, and likability) are not just needed in business, but in life."

Rather than a quilt of Ziglar-esque adages or some impossible-to-grasp system, The Art of the Sale offers a phenomenology of selling.

If you have to drive revenue, the picture Broughton paints will inspire.