It's what people do that counts. Not what they're aware of. Or what they think. Or what you tell them. But you know that. If you have been involved in social marketing or change work for any length of time though, you've probably wrestled with the challenge of moving beyond creating awareness to motivating action. [...]
While this is the second in a series of posts about changing minds and framing, you may be more interested because it could also be considered a confessional about numbers, whole-brain thinking, and how to use social math to illustrate the need for change. Data Can Tell Stories Too You see, I've never quite understood [...]
Beyond the initial startup years or a major industry outreach campaign, most marketers and small business people don't spend a lot of time or money on the legal side of marketing communications. But doing what you've always done, or what you see others do, can leave you red-faced -- or worse, in court -- when guidelines, laws, regulations or enforcement levels change while you're not paying attention. Here are three questions to ask yourself to see if you're at risk.
I love words. Short words. Long words. Word jumbles. Words that rhyme. Words that sound like what they mean, and words that don’t. Words can shape the way we think and feel. Powerful, well-written words can change the world. I know I am not by any means alone in this love of words, so I’ve gathered three treats here for my fellow wordies.
It happened again last week. The background product brief chock full of features and detailed specifications arrived in my box -- and there was no inkling of why anyone would want to buy this thing — of why it was being made. Why is the most important question in marketing communications. At the product level, hopefully, it's a relatively simple question to answer. But at the business level, it's crucial to have an answer if you wish to change the status quo. Why do you do what you do? Why does your organization exist? And why should anyone care?
Whatever the cause, there seems to be significant confusion about the when, how and under what circumstances it's OK to use materials you or your employees did not create. Let's look at a few common stories to illustrate the issues, and then we can turn to several of the excellent resources available online. (Please note that our suggestions are based on our experience and are not a substitute for legal advice from a licensed legal professional.)
I can no longer count on my fingers the number of times I've searched fruitlessly for the perfect, convincing set of facts to change minds or advance an issue. Really, I should know better. Facts are not what change peoples' mindsets. Frames are.
