Kranz Communications | B2B Content and Copywriting

Yeah man, thanks for the referral!

In the last two days, I’ve received two automated email messages with the subject line, “Are you taking on new clients?”

Curiosity getting the best of me, I followed the link to a site called Referral Key. In the latest (and probably inevitable) iteration of social media networking, Referral Key offers a referral exchange platform that removes the inconvenient work of having to actually know people and understand their businesses before exercising professional judgment.

The promise? Hey, if you give rewards, you get referrals. If you give referrals, you get rewards. Whatsa’ matta’ wid dat?

Let me back up a bit to explain my own referral policy. Many people think I’m crazy, but…I won’t accept cash or percentages from professionals I’ve referred my clients to. Conversely, I won’t “reward” people (other than with gratitude, good will and maybe some in-kind services) for referring me.

Why? To maintain client confidence. Whether I’m the one referred or I’ve referred someone else, clients can be sure the recommendation was made, not on the prospect of obtaining a “reward,” but in the belief that the recommendation is in their best interest.

Which isn’t exactly the modus operandi of this referral model, is it? In fact, Referral Key extends the weakness of LinkedIn one step further: instead of exchanging contacts among people we barely know, we can now dilute our credibility even more by exchanging referrals with virtual strangers.

Put yourself in the client’s shoes: How would you feel about hiring professional talent based on an exchange that emerged from a social media site that encourages spam-messaging of your LinkedIn network base?

Call me crazy. Call me old-fashioned. But if you want a recommendation for marketing or creative talent based on my first-hand experience working with legions of professionals, call me on the phone. I may not have the right person for you in mind. But if I do suggest someone, it will be because I genuinely trust that person’s ability to help you. And nothing else.

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A visual mess that tells you next to nothing

Reading a blog post from an old friend of mine (she’s not old; we’ve just known each other for long time), reminded of the collosal non-power, non-impact of the photo collage as a marketing communications technique. The collage (aka, the montage) is an assembly of multiple images frequently applied in print ads, on brochure covers or on webpages to communicate multiple ideas about a brand or the various features/benefits of a product/service.

You can imagine how the montage was selected: Why should we limit ourselves to one image when we offer so many different things? Why risk losing some customers by focusing too narrowly? Why define ourselves when we represent different virtues to different people?

Why? Because, perhaps counter-intuitevly, each image represents an expontential decrease, not an increase, in impact. All iconic images, the ones that stick in the mind, are solitary. One thing. A cowboy on a range (Marlborough). A mermaid on a coffee cup (Starbucks). A man on a cross (Christianity).

A montage? Yes, it certainly does communicate — the wrong things. It says you don’t really know who you are or what you stand for — or that, if you do know, you’re not willing to stand up for what it is.

A quick rule of thumb: If you’re brainstorming concepts and a montage approach rises to the top, push it to the bottom and start again — something in the process is misconceived.

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The “Ultimate Guide”? That’s one heck of a promise. But I think the good people at Openview Labs have kept it. (Self-interest alert: yeah, I contributed a section to the ebook.)

What makes the Ultimate Guide to Corporate Blogging worth downloading and reading? Let me count the ways:

1. It clearly defines the business value of blogging — a case you can take to the powers that be.
2. It maps a practical pathway for creating a blogging strategy and implementing it.
3. The book gives you metrics for measuring progress and spots the most likely challenges.
4. The authors have articulated the responsibilities of each corporate player who should have a role in your blog.
5. The “Quick Start” guide helps you get up and running, fast.
6. Finally, it’s packed with hints, tips and suggestions from credible authorities — such as Joe Pulizzi, Ann Handley, Darren Rowse and Grace Kang — and from one suspect authority: me.

It’s free. So go get it. Obey. Okay?

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10. Expect change

I started out writing consumer catalog copy, then moved into healthcare communications and B2B direct marketing. Today, most of my work is Web-content related. Things changed and my business has changed with the times. Ten years from now, who knows what I’ll be doing? How about you? You can’t predict the future, but you can prepare for it by rejecting overly-narrow specializations and embracing flexibility.

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8. Brochures suck

I’m exaggerating – there are times when brochures are useful. But why are they the first thing that comes to mind when marketers are launching a new product/service, when they should be the very last thing to worry about? When was the last time anyone bought anything on the strength of a brochure? Worry about creating a real marketing plan that complements a workable sales pathway. Worry about creating content that attracts attention by addressing your audience’s interests. Only worry about brochures when you’re satisfied with everything else.

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7. Direct marketing methods remain relevant

Direct isn’t dead, but dominant. You know when the Web turned from a faddish plaything (late 90’s) to a real, commercial power (early 00’s)? When Google allowed us to apply tried and true direct marketing principles to the Internet: testing, metrics, offers and a relentless focus on specific audiences. If you think social media is any different, think again. The people who are successful aren’t merely “sharing the love” – they’re creating platforms for targeted offers with carefully crafted response devices. Watch and learn.

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6. Simple, cheap, effective: pick two

The fuel for every fad engine is the promise that this thing (whatever it is) will be the magic marketing bullet that every marketer craves – one that is simple, cheap and effective. But think about it: even if such a thing were possible, it couldn’t possibly last because everyone would do it and the competitive advantage would be lost. Truth is, you can only have two of the three virtues at a time: it can be effective and cheap (like blogging), but it won’t be simple; it can be effective and simple (like good PPC), but it won’t be cheap; and there are tons of simple and cheap things that aren’t worthwhile whatsoever. Abandon the fantasy. If you’re going to succeed, you’re going to pony up cash or sweat or both.

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5. Fads come and go

Speaking of perfection, remember “excellence”? That was the big thing businesses were supposed to achieve back in the 90’s. After all, the pursuit of excellence made Japan the rising sun in the global economy. Then Japan’s economy sank and that sun, set – and the “excellence” fad went with it. Today, there are gurus who’ll tell you that blogging, Twitter, Facebook, mobile, video or the social media app du jour is the must-have thing for any with-it marketer. Now, I’m not saying any of these things are bad, just watch the bullshit. In business, the real question isn’t whether a given thing is worth doing, but toward what ends and at what cost? If you’re not weighing costs against benefits, you’re just following a fad, not leading a business.

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4. Perfection is a waste of time

True story: I once worked for a bank on a direct marketing campaign that was delayed for well over a year as the client tweaked and retweaked the offer, the wording, the value prop, etc. Why? They wanted to get it just right. Here’s why they were wrong: while they spent months making incremental adjustments, they lost momentum, leads, opportunities and revenue. Had they taken action when they were 80% there – damn the remaining 20% — they would have gained new business and important lessons for improving their marketing program. Instead, they stalled and got nowhere. Moral of the story: Get moving. Perfection is for dreamers.

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3. Safety rules

What really motivates the B2B buyer? Sure, features and benefits are important – vital, in fact. But if we’re honest with ourselves, we’ll recognize that our competitors make promises very similar to our own. Inside the buyer’s mind is a fragile, timid little creature with one ardent desire: “make me feel safe.” This creature cowers before the multiplicity of competing offers, the complexity of conflicting information. Instead of being inspired by hope, it is numbed with fear; after all, in the B2B context, the rewards of a successful choice are far less vivid than the immediate and painful results of failure. Above all else, when you’re marketing to B2B influencers and decision-makers, you have to communicate the certain conviction that choosing you is the safe choice to make.

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