Synopses & Reviews
Social media has changed the landscape of communication, and many consumers are facing an information overload. In the digital world, less really is more.
On Message is a valuable take on communications in business to help marketers and small business owners gain and sustain new customers. It bridges the gap between the classic rules of persuasive writing and the increasing demands of new media: from e-mail and blogging to the next generation of social networking. Examining how to capture more followers who listen, both longer and more intently, the book is packed full of exercises, templates, simple formulas, review techniques and progress charts, helping marketers make their written messages memorable, talked about and influential.
By including tips for all media platforms and examples drawn from some of the most famous international orators including Martin Luther King and Barack Obama, On Message shows that whether someone is tweeting, speaking or updating their Facebook status, it's not just the words that are important but whether anybody is listening.
Review
"If you are looking for something to help you get started thinking about how you and your business should be communicating online, this is worth a look. Even if you arent a novice in the digital communication cyberworld, you may find the book helpful in communicating with those who havent spent as much time considering how they sound coming through keyboard." Valary Oleinik
Review
"[P]resents tools, techniques, and tips for businesses to use to create a powerful message in the social media age." Valary with a Why
Synopsis
Gone are the days of the traditional sales letter. Engaging with global audiences in an increasingly competitive world means that what you say has to be incisive, relevant and delivered in a way that can't be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, build a community and compete with big players. Packed with examples and practical help, it includes: templates; simple formulae for better messaging; practise exercises; review techniques; tips on flexing your writing muscles, and strategies to develop hard-hitting communication.
Examining how to capture more followers who listen for longer and more intently, On Message will teach you how to develop your voice, segment your audience for more effective messaging, edit existing copy and engage with new and emerging markets.
Synopsis
Advertising, marketing and copywriting professionals and business owners
About the Author
Theo Theobald is a freelance writer and business consultant, with six years in senior sales and marketing management positions with the BBC and a creative writing career embracing major internet and audio production, including writing for BBC websites and radio. He runs his own company, Shocktactic Ltd which has undertaken major writing and production projects for a host of organizations including the BBC and CIPD. You can visit his website at www.shocktactic.co.uk.
Table of Contents
Acknowledgements Introduction
Section One The digital landscape: context, competition and technology change
01 How did we get here?
Where social networking began
The evolution of social networking
Coming of age
Exploiting the available media
In short
Tip
02 This is new media
Blogs and tweets
Critics of social networking
Networking basics
Focus
Creating communities
In short
Tip
03 Lessons from the past
John F. Kennedy - "Ich Bin Ein Berliner"
Winston Churchill - "Never was so much owed by so many to so few"
Steve Jobs - Standford address 2005
In short
Tip
04 What are we up against?
The audience holds the power
Opinions can be volatile
Information overload
Technological malfunction
In short
Tip
Section Two Guiding principles: stickiness and blogging
05 All about stickiness
How stickiness helps
Two-way (social) listening
Building an ever-ready audience
Opinions accord and answers
In short
Tip
06 How to get stickier
Relevance
Universality
Solution
Feelings
Trust
In short
Tip
07 Thoughts about blogging
What are blogs?
Find out why
Pull don't push
Consider who is responsible
Phase your blog in
Plan your time
In short
Tip
Section Three Understanding customers: personal branding, segmentation and sales principles
08 Building a brand to deliver better messaging
How brands are built
Brand case studies
In short
Tip
09 Segmenting an audience
Who are your prospects?
Sorting out your "all sorts"
Simple segmentation
The future of segmentation
In short
Tip
10 Developing relevance via marketing and sales
Applying the "so what?" test
Try something new (test marketing)
Developing a sales proposition
In short
Tip
Section Four The nuts and bolts of better writing: "how to" guides on writing and editing
11 Gathering content
Getting to grips with the audience
Listening skills
Be curious
Researching sources
Assimilating information
Processing content
Keep fresh
In short
Tip
12 Developing the message
Sales versus happy traffic
Integrated communications
Managing the platforms
Planning output
Don't be cheeky!
In short
Tip
13 How to write better copy
Revision (grammar and all that)
Use spell checker
Let's write
Looking back - a review process
Getting to the point
Simplicity
Developing themes
Pay-off
In short
Tip
14 How to edit existing copy
The process of précis
In short
Tip
Section Five Advanced technique: going global, expanding creativity, storytelling and more
15 Crossing boundaries and going global
Finding similarity and celebrating difference
Researching your new marketing
Guidance for cross-border communication
In short
Tip
16 Expanding creative horizons
Creative writing - developing a workable strategy
Getting started
Mix things up
Cut yourself some slack
Find the right time
Record your spontaneous thoughts
Review your efforts
Understanding the barriers to creativity
In short
Tip
17 Storytelling
The first storytellers
Why stories work
Where our best stories come from
Making stories effective
Seven inputs for better stories
In short
Tip
18 Revision, consolidation and the way forward
Change
Behind the scenes
Be active and reflective
Trends
Five points to remember
Crossover
Be yourself
Further reading