How to write a blog that will turn readers like me into Company Heroes

Using Psychology to lure readers

Are they serious?

I just ran across an article in Advertising Age in which the author, Marsha Lindsay, CEO of Lindsay, Stone & Briggs, an ad agency, suggested that the key to attracting readers to your corporate conversations is to incorporate psychologist Carl Jung’s 12 archetypes into the messages. She wrote: “Messages that speak to one of these discrete motivations naturally engage consumers and fuel conversations for many reasons: Associating with any one of these motivations gives a brand relevance and innate appeal. These motivations are behind our search for change and meaning, and words related to them will find their way into consumers' natural online search habits. They are timeless and universal. Messages based on them will be relevant across cultures and age groups.” Mary Lindsay, Lindsay, Stone & Briggs. Advertising Age Magazine

So, after scratching my head, and shrugging off the urge to dismiss this as hog-wash, I searched for information about the 12 archetypes and found this link: http://www.herowithin.com/arch101.html.

Let’s test Mary’s theory out to see if her idea would work for readers like me.

Step one
Figure out what exceptional blend of the 12 archetypes I am. Here are my results.

Hero/Warrior: Likes to save the day. Sets and achieve goals, overcomes obstacles and persists in difficult times.....tends to see others as enemies and to think in either/or terms.

Explorer/Seeker/Wanderer: Seeks out new paths.

Ruler: Creates environments that invite in the gifts and perspectives of all concerned.

Step Two
Plan a blog addressing these archetypal passions. For the Hero/Warrior/Seeker: Content could present new, cutting-edge strategies and technologies that would help me beat my competition and increase profitable sales; thereby counter-acting the economic downturn……..I’d be able to save the day…….and in the end, I’d be recognized as the “company hero.”

For the “Ruler” in me: A blogger could suggest that I capture a continual flow of new ideas and strategies by encouraging blog readers to share their techniques for getting readers to their blog. Of course this good, no-cost idea would reinforce my hero status.

Well, I have to say that if bloggers presented legitimate content offering fresh strategies to beat the competition and increase profitable sales, while becoming a hero; it would hit on my hot buttons.

What do you think? I’m going to try it, I am already getting that hero feeling.

Step Three
Thoughtfully consider what archetypes your target audience/s represents and theme your blog content to those motivations.

Step Four
Referring to the plan, create a compelling message to post on your blog. They say that advertisers are using it, so let’s watch and see if we are able to recognize when the archetypes are woven into the messages.

Tell me what you find and how you feel this Jungian strategy works. Go get em’.

The Hero/Warrior/Seeker/Ruler

By the way, can any of you give me great ideas to attract readers to our blog? I need the blog to be a smashing success so I become the hero at my company!

Print in the Mix: Fast Fact - Reduced Advertising During Recession Negatively Impacts Consumer Perception

Here is an interesting article I found about consumer perception and advertising.


Print in the Mix: Fast Fact - Reduced Advertising During Recession Negatively Impacts Consumer Perception

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A little myth about saving money in marketing

In today’s economic climate it is imperative to continue to get your message out to the marketplace so that you can stay ahead of your competition and improve sales – all while keeping costs down. This is a tricky dance and many companies are tempted to cut out print from their marketing spend. Why not? It’s much cheaper to send emails, post web pages, write blogs and you might even reach a greater audience.

This is a myth, in fact print advertising is more effective than ever. In 2008, eight of every 10 emails sent was spam. While it may not cost much to send email marketing, what are you getting in return? Is it worth it to spend virtually nothing and get a nominal response? Think about how many emails you receive in one day that you either don’t see because it went into your spam folder, or that you simply ignore because you know that it is spam.

In 2008 close to 40% of consumers surveyed by DMNews/Pitney Bowes have tried a new business for the first time because of information they received via direct mail. Nearly 70% reported renewing a relationship with a business after a period of time because they receive a direct mailing or promotional item.

Location, location, location

I know it seems strange coming from a print-centric blog site like ours, but today’s post is about real estate.

The real estate I’m referring to is not land based; well not exactly anyway. I’m referring to the desktop in an office or the countertop in someone’s home. Every day smart marketers are claiming a portion of that real estate for their products and services. They do that by producing attractive printed products that captivate their target audience enough so that the piece is read, then set aside on the desk or countertop for future reference. It might have been a coupon, or a grand opening announcement, or a catalog. No matter what it was the consumer felt compelled to keep it and now it’s sitting there continuing to communicate.

The problem with the internet is that it lacks the same permanence. With a click your message is gone. It’s lost in the browser history or it’s fallen below new inbox messages. Each form of advertising has its own place in a good communications strategy but each has its own risk and rewards too.

CCS chooses to use both in our marketing strategies. We use social media, web sites like this blog, email and printed communication to reach our target market. We’ve learned that the best way to communicate who we are is to find ways to claim some of that valuable desktop real estate. If we can create printed pieces that are either too compelling, or too valuable to throw away, we win important ground that our competition does not. If we can have our calendar, or notecards, or notepad, or coupon sitting right there prompting them to give us a chance, we will more likely be engaged when the potential customer needs printing services.

In today’s stingy economy we all need to find ways to woo the consumer to choose our products and services. Battling for real estate is a valid tactic and has proven to work. Print will always have a place in marketing and advertising and those who learn to balance the newer forms of communication with compelling traditional media will have the advantage.