What Do Women Want?

What do female executives—or male ones, for that matter—want from B2B salespeople?

Personalized content.

Channeling Freud, Harris recently asked, When it comes to sales pitches, what do you want?

Harris learned executives want pitches that are personalized:

• 89% want pitches personalized to their company’s industry

• 83% want pitches personalized to their specific problem

• 70% want pitches personalized to their role in the company

Harris also asked, When it comes to sales emails, what do you want?

The pollsters learned executives want sales emails with content:

• 84% want case studies

• 81% want articles

• 78% want white papers

• 72% want brochures

• 72% want videos

We live in an on-demand world; we want what we want, when we want it. Do your salespeople provide it?

NOTE: Today's post is yet another milestone for Copy Points: No. 500. Coming soon: Post No. 501.

Code Eats Content for Breakfast

Lamenting developers' complicity in content piracy, marketing guru Mark Schaefer recently wrote, "Coding is cheap and fast and plentiful and we seem to be in a media world dominated by cleaning up unintended consequences."

Developers know they're killing creatives, the geese that lay the golden eggs. But, wantonly, they continue to pump out code that rewards content pirates.

There's no real news here, alas. Just old-fashioned avarice.

While encouraged by investors to "disrupt" moribund industries, developers continue to fleece creatives, as they have since the days of Napster.

The injustices they perpetuate make literal the economist's term creative destruction.

Market-oriented, Schaefer recommends a return to patronage, the "Renaissance monetization model," to support content creators.

Raised by parents who worshipped FDR, I recommend revival of the WPA (funded by taxing companies like Facebook.)

What's your idea?

Effecting Change on a National Level: 3 Lessons I've Learned

Youth leader and activist Susan Rosenstock contributed today's post. She is a cofounder of umttr, a nonprofit that champions the caring support and mental well-being of teens.

My 16-year old son Evan, a high school sophomore, took his life on May 20, 2013, leaving a community shocked and saddened. 

Evan had never suffered from any mental illness prior to a basketball injury. That injury led to a back surgery, which then led him to feeling as though he'd lost his identity as a varsity athlete.

Four of Evan's friends came to me and said, “We have to do something to raise awareness about depression and teen suicide because, if this could happen to a kid like Evan, it could happen to anyone.” Their concern became the foundation of our non-profit umttr (you matter).

umttr has grown more than I would have believed possible only two years ago. With that growth, I have learned what it takes to create positive change in a community and on a national scale.

How do you do it? Here are the three most important lessons I can pass on to anyone hoping to effect change:

1. One size does not fit all.

To reach a large audience effectively, you need to understand what motivates that audience. What may work for adults may not work for teenage students. Be sure to tailor your promotional activities to the audience you want to reach by asking that audience what would work. Don’t guess! 

We work with teens and often find ourselves in situations where the adults and teens disagree about how to market to the “teen” audience. We always go with the teens.

2. Ask, ask ask.

Ask a sample of your audience about your promotional plans. Ask sponsors about the best way you can work with them for mutual benefit. Ask other activists if you can help to advance their goals. When in doubt, ask. 

Here's an example. When the Campaign to Change Direction, a White House Initiative launched by Michelle Obama in March 2015, asked umttr to become a founding member, we made a pledge to educate 70,000 students about the five signs of emotional distress over five years. In just six months we have already reached 50,000. All the campaign had to do was ask.

3. You're only as good as your words.

Language matters. Check with other activists, educators, nonprofits and companies in your field, to make sure the language you’re using promotes effective change.

We try, for example, never to say an individual “committed suicide.” That language still carries the stigma of suicide as a crime. Saying someone “died by suicide” or “ended his life” is preferred. This may seem like a small difference, but changing word-choice alone represents a big step toward recognizing that every suicide can be prevented.

14 Trust-Busting Ways to Destroy Your Credibility with the Media

Media and presentation skills coach Edward Segal contributed today's post. He has written for The New York Times, The Washington Post, The Wall Street Journal and The Los Angeles Times, and is author of Profit by Publicity. His post describes 14 ways publicists, spokespersons and executives destroy the media's trust.

Credibility is essential when trying to generate publicity. 

If you are in the public spotlight (or want to be), your ability to instill trust among the media will determine your reputation with reporters, editors, columnists and bloggers.

Trust is about establishing (and maintaining) successful working relationships with those on whom you depend for publicity.

Unfortunately, there are plenty of ways to get on a reporter’s bad side. Here are some of the major ones, followed by the excuses you might use to justify violating the media's trust.

But then, why would you?

1. Don’t return e-mails, texts, or phone calls from the media. (Excuse: “Don’t they know I’m busy?”)


2. Refuse to provide the source of facts, figures, research, or other information that you include in your news releases or answers to questions from the media. (Excuse: “They should believe me, and not question where I got the information.”)


3. Don’t spell check, proof, or fact check news releases and other press materials. (Excuse: “There’s no such thing as perfection. Beside, who cares if it’s not 100% accurate?”)


4. If you don’t know the answer to a question posed by a journalist, just make it up. (Excuse: “Politicians do it all the time, so why shouldn’t I?”) 


5. Don’t post the latest news releases and other information on your Web site. (Excuse: “They could Google it if they want to.”) 


6. Plagiarize information, research, or quotes. (Excuse: “I have too much on my plate to write it myself. Besides, no one will ever find out!”)


7. Miss deadlines important to reporters. (Excuse: “I’ve have my own problems!”)


8. Agree to do media interviews on topics in which you have no knowledge or expertise. (Excuse: “Why should I pass up an opportunity to be quoted by the media?”)


9. Cite outdated or questionable facts, figures or other information in your press materials or conversations with reporters. (Excuse: “I just don’t have time to update all of that stuff myself!”)


10. Do or say something that will make the reporter look bad in the eyes of her editor, colleagues or audience. (Excuse: “Now she knows how it feels!”) 


11. Ignore time limits that reporters may impose on their interviews with you. (Excuse: “I have a lot to say!”)


12. Deny you gave the reporter information that proved to be false or wrong, even though you did. (Excuse: “What difference does it make? Reporters get things wrong all the time.” 


13. Show up or phone in late for media interviews; better yet, don’t show up or call in at all. (Excuse: “I was having a really bad day and had much more important things to do.”)


14. Forget to send information to a journalist that was important for their story. (Excuse: “What’s the big deal? If it was that important, she could have gotten it from someone else.”)

Why is trust more important than ever?

Find out by reading Path of Persuasion.

The Death of Social Media Marketing

In a recent survey by Hubspot, marketers claim social media is the third "most overrated" marketing tactic (only traditional and digital advertising are more so).

Hubspot blogger Lindsay Kolowich attributes marketers' weariness to four causes:

• Marketers struggle with the choice of the best social media tools

• They find social marketing wasteful and inefficient

• They lack a social media strategy

• They can't distinguish idle chatter from meaningful conversation

Before sealing the lid on social marketing's coffin, I'll repeat the most famous statement ever made by a marketer, Philadelphia retailer John Wanamaker:

"Half my advertising is wasted, I just don't know which half."

A career in marketing has convinced me the activity is inherently inefficient; that there's no magic bullet; and that, above all else, clarity, frequency and consistency matter.

Who told you it would be easy?