Posted by Frank Candio on Thu, Jun 18, 2009 @ 07:58 AM
Mike and I were at a Shoot (Sales Avatar Video) yesterday in St. Louis. Our client sells a medical product to Doctors, athletic trainers and other health professionals.
At the Shoot was a Doctor who has a large practice in the Washington DC area. He was there to appear in the video. The Doctor began discussing the challenges facing his practice. The Practice relies on referrals from other Doctors and Medical/Athletic trainers. He mentioned how he had been through our website and spoke with our client about the services we provide. Then he announced "you guys are exactly what I need".
I was struck by how much the world of selling has changed. Our approach to messaging, marketing automation and execution resonated as clearly to this Doctor who wants leads for his medical practice as it does with our B2B Fortune 100 clients.
Posted by Frank Candio on Wed, Mar 04, 2009 @ 12:13 PM
Clients often ask about the process of avatar scriptwriting. There are three components:
1. The sales message in the script must connect with the target prospect.
2.
The avatar is a visual presentation so the script is designed with an
"eye" towards images and animation that reinforce the sales message.
3. It must be well written.
Although
it sometimes seems our world has been reduced to text messaging
shorthand, effective business writing continues to be a valuable skill.
If you are looking to become a better communicator, I recommend you
pick up a copy of The Elements of Style by William Strunk and
E.B. White. It is the definitive road map and guide to effective
writing. I keep a well worn copy on my desk.
Posted by Frank Candio on Thu, Feb 05, 2009 @ 02:23 PM
Great game...lousy ads. Obviously Super Bowl ads receive a lot of
hype prior to kick off. My brother in law is one who demands silence
when they come on. I thought the ads were more "gimmicky" than
engaging. The goal is to be memorable and this year I think they missed
the mark.
Humor
is a great way to connect with your audience. Several of the ads took a
slapstick humor approach - businesspeople thrown from office windows or
hit with objects. I thought these ads were neither clever nor funny.
Seemed like a lowest common denominator approach
In contrast, the Hulu
ad used humor to great effect. Clearly having Alec Baldwin - a great
comedic actor - as the star helps. It was interesting, amusing and
memorable. Not a bad combination for those of us attempting to connect
to buyers.