Why Face-to-Face Works

As we all know from Star Trek, the strongest force in the universe is gravity.

The second strongest may be mimicry.

Mimicry is the reason face-to-face works—better than broadcast, direct, email, mobile, outdoor, packaging, print, PR, social, sponsorships, telephone, web, wearables, word-of-mouth, or any other marketing channel.

Like gravity, mimicry is an inborn and inescapable "hidden force" compelling us to behave in predictable ways. 

Mimicry makes us automatically imitate the expressions, gestures, postures, actions and language of people around us.

And mimicry generates trust between parties. It's why couples who share the same manner of speech are 50% more likely to date; why servers who repeat their customers' orders get 70% bigger tips; and why negotiators who imitate their opponents' postures are 500% more likely to win.

Because it builds trust, mimicry "shapes professional success," says Wharton marketing professor Jonah Berger in Invisible Influence: The Hidden Forces That Shape Behavior. 

"Mimicry facilitates social interaction because it generates rapport," Berger says. "Like a social glue, mimicry binds us and bonds us together. Rather than 'us versus them,' when someone behaves the same way we do, we start to see ourselves as more interconnected. closer and more interdependent. All without even realizing it."

Whenever we go face-to-face, mimicry's our default behavior. 

So it's just natural this vast hidden persuader works its black magic at conferences and trade shows, deleting distrust and making us all members of one federation.

CAPTAIN'S LOG: Happy 50th, Star Trek. Live long and prosper.

How to Get Your Emails Read Every Time

Part with a buck, pull in thirty-eight.

Email's ROI is remarkable, according to the Direct Marketing Association.

But you'll never hit that average, if your emails go unread.

"There are many reasons for failure and many relate to design," says Tanya McGinnity, brand journalist for Onboardly. 

She offers 10 rules to get your emails read:

1. Stay consistent. Discover a look and stick to it. "When recipients hear from you, they shouldn’t have any doubt that it’s you," McGinnty says. Where to start? Mimic the look of your website.

2. Choose a tailor-made template. "Just grabbing the first template you see and slapping some branding and copy in there isn’t going to make you any fans," McGinnty says. Choose the template suited for the job (newsletters aren't product pitches; event invitations aren't customer surveys; new-product announcements aren't time-limited offers; and so forth).

3. Leverage graphics. "Some of the best emails are simply visuals with a simple call out," McGinnty says. 

4. Leverage copy. Smart, well presented copy can grab more readers than graphics.

5. Keep it brief. Don't be the guy at the party who won't shut up. Remember, you can always blast the same readers another day.

6. Think small. Don't go overboard on big images. Big images will send your emails to the spam folder, or blow up a reader's inbox.

7. Optimize the size. Readers use a variety of devices. Make sure your emails are viewable on them all.

8. Trust the inverted pyramid. McGinnty urges you to think like a journalist about your emails. "At the top, a snappy headline that highlights the core message, supported by information and visuals that help persuade readers to click through. Then a no BS call to action button that gives no room for confusion on what to do."

9. Use one call to action. Ask readers to take just one action at a time, because that’s all they can take. "An infinite series of calls to action only confuse the recipient," McGinnty says. Philips Sonicare split-tested two different emails, one with a single call to action and one with four. The email with one call to action produced 371% more clicks and 1,617% more sales.

10. Edit, edit, edit.  Strive for clarity by cutting anything that can distract readers or go into another day's email. "Be tactical and review your email marketing piece like a chef eyes a plate before serving it up to a popular food critic," McGinnty says.

The Top 10 Worst Marketing Problems and How to Fix Every One of Them!

Clickbait, "just another name for language editors have always used to try to get readers to pay attention," has a long and checkered history, says renowned editor Terry McDonell.

Ever since Joseph Pulitzer moved to outsell William Randolph Hearst, clickbait has assured editors fat readerships—and the fat bonuses traditionally tied to newsstand sales.

"If you were good at writing smart, selling cover lines, it was like a gift," McDonell says. "Some of the best editors I worked with were lousy at it, in the way some people can’t tell a joke."

But if you lacked the comedian's gift, you could turn to tabloid tricks like "Garden of Eden Found!” and “Hillary Clinton Adopts Alien Baby.”

Today's hacks use slightly—but only slightly—different gimmicks.

"If you want a clickbait mantra to use this afternoon," McDonell says, "it helps to think like a behavioral scientist and not forget about the pull of upworthy motivation, information gaps, exclaimated questions (?!), pre-programmed cute-seekers, listicles and, of course, why everything works better if you include odd numbers."

But while clickbait builds readerships, it doesn't build trust; in fact, it diminishes it. That's why it's bad for your brand.

Trust comes from standing for something—from owning a viewpoint and covering a subject avidly, reliably and without compromise. And trust is prerequisite to any purchase.

As content marketing expert Tom Webster says, "When you continue to write "20 Ways to Write 15 Great Lists of 10," you're not standing for something other than traffic."

POSTSCRIPT: I initially considered headlining this post "Crap Content is Destroying the Ozone!" But headlines that start with "The Top 10" anything attract more eyeballs.

Without Wallander, We Don't Care

Storytelling is the most powerful way to put ideas into the world today.

Robert McKee 

Henning Mankell, the creator of Wallander, said his crime novels—like your company's products—took root in an idea.

Returning to his native Sweden from a stay in Africa in the spring of 1990, Mankell noticed racism had taken a stranglehold on the nation.

"It soon dawned on me that the natural path to follow was to write a crime novel," Mankell said. "This was obvious because in my world racist acts are criminal outrages."

Writers like Mankell understand: while ideas alone don't compel audiences, stories do.

But what makes a story a story? How do you tell one? 

You have to find a hero. Forget about Citizens United v. FEC. Corporations aren't people. Your story can't be about your damn company. It has to offer us a flesh-and-blood hero who struggles to overcome a cruel world. Without Wallendar, we don't care.

You have to create suspense. Page-turners, plays, movies and TV shows grip audiences because of suspense. The setup teases and you want to know, What happens next? No tease, no story. Right away, you have to put Wallander in a mysterious jam.

You have to appeal to emotions. Most facts are unmemorable. And most people aren't fact-minded. Stories tug at emotions. Fear. Uncertainty. Confusion. Ambition. Greed. Admiration. Wonder. The soft stuff.

You have to personify. An idea like "racism" is intangible, difficult to understand, and not especially gripping. Not so Wallander combatting victimizers of people on the margins. Convert ideas into characters and storylines.

You have to paint pictures. "Show, don't tell." Lightly sketch each scenario as your story unfolds and let your audience connect the dots. Don't feel compelled to lecture. You're a storyteller, not a preacher or teacher.

You have to find a niche. Long-term success comes when you find a niche you can own. Wallander tapped the popular niche known as "Nordic Noir." Every novel in Mankell's series is propelled by a backdrop where mean streets are walked by morose Swedes who themselves are neither mean, nor tarnished, nor afraid. You can tell stories—endlessly—when you find a niche that appeals to your audience.

Preaching to the Choir

Today's post was contributed by Michael J. Hatch. Mike is managing director of DARE, a one-day conference that helps CMOs leverage the spend on B2B events.

So often we hear from event-industry leaders and organizations how powerful and important face-to-face is. 

More often than not, though, they are preaching to the choir.

While attending a family wedding in Detroit recently, I heard that message delivered loud and clear in a most unexpected setting—a Sunday morning church service.

Here's an excerpt from the sermon delivered by Rick Barry, Middle School Pastor, on August 7 to the congregation of Oak Pointe Church in Plymouth, Michigan:

"I want to pause and talk directly to my middle schoolers and millennials here this morning about my sixth and final point about communications and relationships. 

"Put down your electronics! Face to face is the best way to communicate. 

"In our technology-driven world, with texting, phones and emailing so prevalent, we need to make sure we are committing to communicating face to face.

"Hands down, face to face is by far the best and most effective way to communicate with anyone. Because in face-to-face communication, we see all of the non-verbals that are missed in digital communication: we see a person's eyes; see their smile and facial expressions; hear the tone of their voice; see different emotions that are being felt; and the body language that you never see, hear or feel when texting or emailing. 

"If you find yourself hiding behind a text or email, fight that urge and try to go face to face with the person you want and need to communicate with."

After hearing this message from the pulpit it occurred to me that the event industry does not need a big-budget ad campaign to get our "power of face to face" message to mainstream America. 

Rather, we should adopt a completely new guerilla marketing strategy.

All we need to do is rally the preachers of America to deliver the message about the power of face-to-face communication and relationship-building to the millennials in church every Sunday—allowing our message to take root and rise throughout the land, and into the halls of Congress and the board rooms of Corporate America.

Event-industry Brothers and Sisters, can I get an Amen?

POSTSCRIPT BY BOB JAMES: With a little push, Mike's idea is could catch fire. Clergy often turn to online sources for sermons. Were the event industry to submit a sermon like Rick Barry's to these websites, who knows how quickly the message might spread? Influencer marketing worked wonders for the gas industry. Why not the event industry? Now you're cooking with gas!

DISCLOSURE: I am a part owner of DARE.