CSG Principal interviewed for IABC CW Bulletin article “How to build the social media audiences you want”

Arthur Germain is “principal and chief brand teller” of the Communications Strategy Group, an agency that focuses on branding clients through storytelling. In counseling clients on how to leverage social media as part of their marketing mix, he notices that “people start at the wrong end—how do I use the screwdriver to take out the screw? They jump on the tool rather than what they’re trying to accomplish.”

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Communication Strategy Group Principal & Chief Brandteller, Arthur Germain,  discusses the State of the Economy with LIBN reporter Ambrose Clancy.

Communication Strategy Group Principal & Chief Brandteller, Arthur Germain, is quoted in a Newsday column discussing the “Do’s & Don’ts of Social Media.”

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If you have “Marketing” or “Public Relations” somewhere in your title or job description, this eBook is for you. I will show you how to develop a compelling brand story that resonates with your prospects and customers. Next I’ll walk you through the Seven Steps to Brandtelling Success. Then it’s your turn to go out and tell those stories.

How to tell your brand story and boost sales

What is Brandtelling® & Why Should I Care?

Have you ever noticed how, at some companies, everyone from the receptionist on up to the president seems to be able to tell you all about the company, its products, services, customers, employees, and place in the community? While at other companies, it seems like no one can tell you anything? Yeah, we’ve noticed that too. In fact, we spent a lot of time as journalists trying to squeeze anything resembling information from many of the people we were interviewing. And these were people who wanted to tell us about their companies. They just didn’t know how.

Brandtelling (Brand + Storytelling) can show you how.

If you have “Marketing” or “Public Relations” somewhere in your title or job description, this eBook is for you. I will show you how to develop a compelling brand story that resonates with your prospects and customers. Next I’ll walk you through the Seven Steps to Brandtelling Success. Then it’s your turn to go out and tell those stories.

Just one small favor. If you find this eBook useful, please share it with someone else.

Thank you!

Arthur Germain
Principal & Chief Brandteller
Communication Strategy Group

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Table of Contents

1. Introduction
• What’s in it for me?

2. Brandtelling Defined
• Brand + Storytelling

3. Brandtelling Deconstructed
• The Ingredients

4. Brandtelling Reconstructed
• The forms it can take

5. Brandtelling Made Easy
• Seven Steps to Brandtelling Success

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Introduction

What’s in it for me?

Working in any marketing position, you probably find your days filled with tactics. Tactics like:
• Creating and placing online ads
• Sending email blasts to prospects and customers
• Developing and distributing news releases
• Updating status messages in various social networks

But at the end of your day, you often feel like there’s something missing. You have metrics to measure the success of your tactics. But you often feel like you may not have really connected with the people you were trying to reach.

And that’s a problem. Because you were trying to connect with people in order to establish confidence and trust, and eventually, help them to purchase a product or service from your company. But nobody is going to buy from you when you haven’t really connected with them.

Brandtelling, at its core, is very simple. It’s about making a real, authentic and personable connection through stories with the people you are trying to connect with through your brand.

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Brandtelling Defined

Brand + Storytelling

Brandtelling uses a series of brand stories to make your brand relevant to your target market or audience. Brandtelling is built on the foundation of connecting people through a story that is relevant, real and repeatable. These can be stories about:
• Your company – how it was founded, why it was founded, who founded it and what it means to your industry.
• Your technology or approach – how it works, what it does, why it’s useful, how it can benefit people.
• Your employees – who they are, what they know, what they have done.
• Your customers – how they have benefitted, what they have achieved, where they are going next.
• Your community – how you contribute, how you benefit, how you are part of the fabric of everyday life.

See? It’s not a mystery. Even as I describe these types of stories, your mind is racing to add ideas, to create stories. You can’t help it. It’s how we’re wired. We love stories.

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Brandtelling Deconstructed

The ingredients

The key to good brandtelling – just like good story telling or cooking – is to break down your story to simple ingredients and make sure that they are assembled the same way every time.

Use this eBook as a guide for the types of questions you should be asking when collecting information and developing your brand stories. Ask everyone connected with your brand. Everyone has some ingredient that can become part of your stories, including:
• Customers
• Salespeople
• Executives
• Communications people
• Partners
• Suppliers

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Brandtelling Deconstructed

The forms it can take

Good Brandtelling is comprised of a number of elements or ingredients that combine to form a strong story or stories. These stories can take any number of forms, including:
• News releases (e.g. PRWEB)
• Blogs, social media and microblogging (e.g. Brandtelling.com, Facebook, Twitter, Friendfeed)
• Presentations (NOT necessarily a PowerPoint)
• Case studies
• Podcasts
• Videos
• Feature articles
• White papers (good ones, not boring ones)

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Brandtelling Made Easy

Seven Steps to Brandtelling Success

1. Make it Desirable.
2. Make it Clear.
3. Make it Relevant.
4. Make it Real.
5. Make it Memorable.
6. Make it Repeatable.
7. Make it Rewarding.

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Make it Desirable

Does your story inspire? Does it make your audience want what you’ve got? People desire things that they perceive will make their lives better.

Lots of brand stories sound like they’re about interchangeable commodities. But people don’t want commodities. They want something different, unique.

So, you’re not selling a heater, you’re selling a warm room. Your audience has to want your story or it won’t stick.

What makes your story desirable?

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Make it Clear

Why do some marketers (not you or me) take a perfectly good idea and mess it up until no one can understand it? PR and marketing professionals get a bad name for the ridiculous way we describe things.

Why do we think it’s such a great idea to use nonsense terms, business jargon and acronyms? Is it an insider thing? “We’ll only sell to you if you can figure out what we’re saying!”

A simple, clear statement beats a load of BS every time.

Ask yourself this next time you’re making a presentation: “Would my mother understand what I’m saying?”

What would make your story clear?

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Make it Relevant

Think about the typical person who uses your brand. How do they use it? Why do they use it? Where and when do the use it? Does one of these matter more than the others? A seasonal product is usually used one time a year.

The more you can put yourself in the place of the person who ultimately uses your brand, the more relevant you can make your story. And the more relevant your story, the more it will become personal for the prospect or customer you are trying to reach.

What would make your story relevant?

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Make it Real

Why do you think it’s difficult to remember a single math formula, but easy to understand a practical math example? Because the example is real. You can relate to it. The same must hold true for the stories you tell.

What are you promising? What are you delivering? Be as specific as possible. Help people visualize themselves using your brand. Your stories must be authentic. Avoid abstract phrases and buzzwords. Use concrete examples. Use all your senses. Tell your story in full color.

And tell stories about how people benefit from your brand.

What would make your story real?

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Make it Memorable

If I ask you to tell me the story of Goldilocks and the Three Bears, immediately, all the facts and dialog comes to mind. You recall the porridge and the chairs and the beds and the bears. And, of course, Goldilocks. Why is that? I mean, the porridge is always especially interesting to me, because when do you ever hear that word outside of this fairy tale?

Anyway, we recall the story components because they are so memorable and vivid. Your story can be this memorable too. You just need to find the right elements that are strong enough to remember, yet simple enough to describe.

What would make your story memorable?

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Make it Repeatable

Repeatability is key. Your story needs to be clear, understandable and something that can be easily repeated by your prospects, customers, partners, employees and others.

The key to repeatability is simplicity. KISS is an acronym used in every industry for a reason. Complexity is the foe to repeatability. If you’ve got to tell a complex brand story, look for ways to break it down. Make it more digestible.

What would make your story repeatable?

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Make it Rewarding

Make telling your story its own reward. Think about how people love sharing stories, jokes and the latest viral video. That’s because the teller is rewarded by the retelling (or sharing) of the story. Look for ways to reward those who will retell or share in your story.

This isn’t easy. To start with, it means that your brand story MUST actually be worth sharing. But if your brand is truly making a difference for your customers, look for ways they can share that experience with others. This is why owner clubs and VIP memberships and exclusive offers are so appealing. They make the brand story rewarding to share.

What would make your story rewarding?

Does Your Web Site Sound Like You?

Your company web site has just gone through a major overhaul. You’ve refreshed the 70s –era logo that the founder’s wife loved, updated colors and typeface (who knew there was something more than Helvetica?) and your web design team has integrated some Java applets to enable interactive features for site visitors. All in all, your web site now reflects the corporate image you want to portray – it looks like you.

But does your web site sound like you?

What I mean is, does the content on your web site reflect your brand story today? Or is it just a reflowed version of the content that existed on your old brochures? Are you greeting your site visitors with a tone that reflects your corporate personality? Are you using terms that are “in-house” or your-department-lingo?

It may be that content was not the top priority during your branding initiative. And when visitors come to your site, chances are they’ll discover content that hasn’t been updated to reflect the real you. So here are Three Expert Tips for Marketers and Web Designers to Make Corporate Web Sites Tell a Better Sounding Story:

Tip #1: Sell it the way your customer wants to buy it.
You may like calling your product an “air and brush-driven consumer cleaning technology” but your customers call it a vacuum. Use the names they’re looking for when they come to your web site. Ask a customer what they think about your content. Better yet, conduct a focus group of customers or potential customers and don’t tell the participants who your company is, just provide them with copy to review. You may be surprised at the results.

Tip #2: Skip the jargon.
Technology companies are notorious for using TLAs (three letter acronyms), industry terms and jargon when describing their products and services. Other industries aren’t much better – especially non-profits and government agencies. They love to spend time thinking up words whose initials form a longer term – SCORE (Service Corps of Retired Executives), OPAL (in NY state, Online Permit Assistance and Licensing). No one is immune to jargon – I call my own brand story telling services Brandtelling™.

What to do? Use terms that your customers understand and can remember. Need to use a term? Explain it. An acronym? Spell it out the first time you use it.

Tip #3: Use your voice to show you care.
If your organization makes a product for executives, make sure your site copy reflects the language that you would use in a corporate office setting. If you’re building a site for teens, rethink the kewl language, yo. My daughter just loves when I ask her if she needs me to pick up yo and yo posse after school. Eye rolling is probably not the reaction you want with your site.

Brand Identity Attributes are adjectives and other descriptive language that help creatively articulate all the ways you express your brand – through content, graphics, interactive and physical (like your building and the big logo thing in front of it). BIAs (I’m just kidding!) Brand Identity Attributes can help to express that intangible, yet unmistakable, character of your brand’s persona. Make a list of the words that reflect your company’s brand and see how to best use these words – and avoid using others – in your site copy.

Try these tips and you’ll be building a better sounding site in no time!

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Getting an interview with the media is often a time intensive effort consisting of building a story with all the supporting material that you need in order to stand out to a busy reporter. But once you’ve got a reporter’s interest comes the most difficult part – telling the reporter your story, in your own words, so that you can be quoted without sounding unprepared.

Media training for company spokespersons is a critical, but often overlooked, part of many public relations plans – and the results are apparent. From hurried comments to long, rambling and pointless interviews. And while there is no single way to prepare for every media interview that you will encounter, there are a few guidelines that I’ve found to be true among the many individuals that I have provided with one-on-one media training.

One thing that you should always remember is that an interview is not a conversation. I know it may seem like one – you’re sitting on the phone or across the table with an industry reporter. She’s smiling, nodding, asking you questions and taking notes. She asks your opinions about the story she’s covering, your company, your competition. But, unlike a conversation, this interview will appear in print. Everything that you say, or don’t say, can have an impact in the story.

It’s not that reporters are “out to get you.” In most cases they just want a good story to take back to their publications and sites. But, if you treat an interview like a casual conversation, your story will appear the same way – pieces of information intertwined with bits of gossip and opinion.

Let’s take a look at a few simple Do’s and Don’ts for media interviews that will keep you focused on your message and in control during a media interview.

Turn off your mobile or handheld. I heard a good story once that I pass along now like a bit of urban legend when I provide media training. A company CEO was in the middle of his 3 minutes of fame on a cable news program, when suddenly his cell phone buzzed on his hip, momentarily throwing him off his topic. He quickly regained composure only to have his mobile go off again a few moments later. Once he was off the program, he checked to see who was interrupting him, surprised to see his mother-in-law’s phone number. He quickly called her to see if everything was alright. She breathlessly told him, “I just saw you on TV!”

Nothing throws you off a good interview like a buzzing cell phone or beeping handheld. Turn them off.

Respect reporters’ deadlines. Reporters work to meet deadlines set by their editors. Ask them when their deadline is and work to provide information within that time. Never be late to an interview. Always ask the reporter how much time you have and keep to the allotted time. Thank them for spending time interviewing you.

Think in Threes. Keep your message simple and straightforward. Think in threes—three key points, three supporting points, three examples. Don’t try to talk about everything you do in one interview—you don’t have time and the interviewer doesn’t care. Do a good job with this interview and you will get a shot at another. Ramble on and you’ll be “that guy” who the reporter avoids.

Keep to your message. This is sometimes referred to as “being on message.” Convey your thoughts to the media concisely and consistently, maintaining your company’s point of view. Too many interviewees become sidetracked; they discuss the weather, the marketplace, competitors. Sometimes, interviewees forget with whom they are speaking and they ramble, wasting a reporter’s time. Don’t be one of these.

Speak to be quoted. The term “sound bite” is overused, but the idea is solid. Speak in such a way that you can be easily quoted by a reporter. Deliver succinct answers that repeat or rephrase the question. Say something that will be memorable to his or her readers. Tailor your main points to the audience. If you’re discussing small businesses, use a small business example that will resonate with the audience. You don’t need to be outrageous to be memorable.

Quote facts and figures. Be specific; use facts and figures that underscore your main points. Make the material available to reporters. Refer to industry data that supports your arguments.

Use specific examples and anecdotes. Your story comes alive when you use an example or anecdote to convey your point. You should have a number of concrete examples at the ready for use during interviews. These should be brief and to the point and help to convey your story and thought leadership.

Use your notes when possible. This is an easy one that many people forget. If you are being interviewed by print reporters – or especially during an interview over the phone – make sure to keep your notes handy. It is perfectly acceptable to refer to your notes—especially for a specific fact or figure.

Control your interview. The reporter asks the questions, but you control the interview. You control the pace, you control the answers and you control the direction. If a reporter doesn’t ask the question that you want, suggest the question yourself. If the reporter asks a question you don’t particularly care for, rephrase it with one that you’re prepared to answer. This is why I said earlier that you’re not having a conversation, you’re having an interview.

Keep your temper. Reporters can often be challenging. Some trade reporters can be real “know it alls” and try to bait you with skeptical questions. Let it go. Don’t argue with them. Say instead, “that’s an interesting way to look at the subject, but we look at it a little differently, let me explain…” Remember the Mark Twain axiom: “Never pick a fight with someone who buys ink by the barrel.”

Speak clearly. When you’re speaking over the phone or on camera, remember to speak UP at the end of a sentence. People have a tendency to rush through their statements and to swallow the last syllable. Make sure to be clear when to make a statement. Also, spell out the name of your company and its Web address. Don’t assume the reporter knows that your company uses a “dot-net” domain for its Web address, rather than a more common “dot-com.”

Stop talking. Don’t feel the need to fill in the dead air during an interview unless you are attempting to guide the reporter toward a particular question. Let the reporter think and ask follow-up questions. When you are finished answering a question, stop talking.

Obviously there is more to a media interview than memorizing a few guidelines. Developing Interviewing skills takes patience and practice. But it’s a skill that is well worth the time once you see the resulting story with your comments.

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When reviewing your public relations content, make sure that you have information about the following items, news and events:

NEWS TRIGGERS
• Acquisitions:
• Alliances:
• Awards:
• Benchmark performance results:
• Channel programs:
• Customer deployments/wins:
• Government programs:
• International initiatives:
• Earnings releases:
• Milestones:
• New personnel:
• New products:
• Patent awards and filings:
• Press conferences:
• Strategy/roadmap unveiling:
• Technology licensing/OEM deals:

MARKETING MATERIALS
• Executive Bios
• Company Fact Sheet
• Company Backgrounder
• Product information tear sheets or data sheets
• White papers
• Case Studies
• Spokespeople bios
• Story Lines/Potential Media Angles
o Corporate
o Entrepreneurial
o Growth
o Technology
o Innovation
o Patents
o Customer Benefit
o ROI
o TCO

Strategic Brand Marketing Agency and Search Engine Marketing Firm Introduce Integrated Offering for Brand Assessments, Competitive Evaluations, Positioning Recommendations, Online Marketing Analysis and Domain Ranking

East Northport, NY and Melville, NY (PRWEB) May 27, 2009 — Growth-oriented companies in need of establishing, strengthening and promoting their brands must often consult multiple sources for strategic information and advice. To help marketing, advertising and branding executives better understand how their brands are perceived competitively and located online, Communication Strategy Group (http://www.GoCSG.com), a strategic brand marketing agency, and PrimeVisibility (http://www.primevisibility.com/), an Internet marketing firm, have joined forces to introduce an integrated brand evaluation and online marketing analysis. More information and pricing is available here (http://www.gocsg.com/brand-assessment-online-marketing-analysis.html).

The offering combines two existing services: Brandtelling® Platform Development from Communication Strategy Group, plus the PRIMEview Analysis and Domain Ranking Report from PrimeVisibility. Together, these services provide brand marketers and advertisers with a wealth of competitive information and research-based branding strategies and recommendations, including:

• Brand Assessments

• Competitive Evaluations

• Positioning Recommendations

• Online Marketing Analysis and Domain Ranking

“By combining the research and recommendations of our Brandtelling® Platform Development with those of PrimeVisibility’s PRIMEview Analysis and Domain Ranking Report, we can deliver more powerful and far-reaching branding results to companies looking to grow their brands in a tough economic climate,” says Arthur Germain, Communication Strategy Group principal.

“Our marketing strategies exponentially increase website visibility and deliver a tremendous amount of qualified traffic, while lowering customer acquisition costs,” says Andrew Hazen, PrimeVisibility CEO. “We are pleased to partner with Communication Strategy Group to provide greater brand insight to marketers.”

About PrimeVisibility

Prime Visibility LLC is a leading, full-service Internet Marketing firm committed to increasing traffic, sales and ROI for its clients. Prime Visibility has over a decade of experience providing integrated online marketing plans and individually tailored services including Search Engine Optimization, Pay-Per-Click, Social Media Marketing, and Email Marketing, Conversion Tracking solutions, and other Internet marketing services. Prime Visibility develops marketing strategies that exponentially increases a website’s visibility. Prime Visibility has been recognized as SEO/SEM experts by the A&E Biography Channel. For more information visit www.PrimeVisibility.com or call toll free – (866) PrimeV1 (774-6381)

About Communication Strategy Group

Communication Strategy Group helps your brand story become remembered, repeated and rewarded. Our services include marketing strategy, public relations, social media marketing, marketing collateral development, brand evaluations, and media and presentation coaching. We focus on building and supporting a strategic plan for client communications in order to create strong, consistent messages and presentations that have the greatest impact. The Communication Strategy Group team comprises senior level communications professionals – writers, journalists, technology marketers, public relations executives, media trainers – who work directly on client accounts to achieve results. Our clients include growing companies in technology, media and professional services industries. For more information, please call 1-631-239-6335 or visit us at www.GoCSG.com.

Marketers interested in learning more about our Brandtelling® approach may visit the Brandtelling® blog at www.Brandtelling.com.

Brandtelling® is a registered trademark of Communication Strategy Group