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February 25,
2010
 Visual
Hammers
Al Ries, marketing guru,
recently noted that if you want to drive your words into the
minds of your prospects, use a �visual hammer� to do it. Ries
was talking about advertising, but his advice applies to all
communications. �Nothing is so powerful,� says Ries, �... as a
combination of a verbal nail [what you say] and a strong visual
hammer [what you show].� I could not agree more, since that is the
mantra of this newsletter. Some recent examples:
Dramatize Impact
James Poniewozik in Time magazine, discussing the New York
Times and its plans to charge for online access to some of its
news to boost its sagging advertising revenues wants to
communicate how truly distressing and shocking just the thought
of the paper�s demise is.
�The Times admitting vulnerability is like that moment when
you see your father catching his breath on the stairs and you
realize that someday he will die.�
Explain a Career Switch
Michael Steiner is a Wealth Manager at
Regent Atlantic Capital
who helps people plan their financial future. As someone who
appreciates the power of visual hammers, when people ask him why
he transitioned to financial planning from accounting, he
replies, �Because I prefer being a fortune teller over an
historian.�
Warn an Industry
Since iPad�s debut, there has been talk � and
hope --. that the Apple device, and others like it in the
market, could be a savior for the newspaper business
representing an opportunity to renew the romance between printed
material and consumers who have abandoned reading newspapers by
the millions because of the Internet (and other news outlets
like cable TV). But Randall Rothenberg, President of the
Internet Advertising Bureau, has a contrary view and does not
think such a romance will be easy to foster. �It�s that very
romantic impulse that should serve as warning that a pre-nup
is needed, for without continuing..cross industry
commitments...to managing [various complexities involved in that
combination], the iPad and its ilk might only make ...problems
worse.�
Take-Away
Don't leave home without a visual hammer in your
communication tool kit. There is always a need for it.
See you next month!.
Anne
Miller
Make What You Say, Pay � With Metaphors.
Not Elegant, But it
worked...
From a participant in a presentations seminar
several years ago... Anne, your use of metaphors has stuck
with me. While not always able to be creative, you have me
thinking about them. The other day I had occasion to put it to
work.
The MS Outlook program on my computer was not
sending the emails I was writing, but was stacking them up in
the Outbox. After trying various means of self cure, I emailed a
potential source for help� In the subject line: Outlook
constipated / Need laxative
It got the person�s attention on a busy day, added a smile,
and with my false sense of pride, I felt better even before the
problem was solved.
Emails are now going with regularity.
Thanks
David Creeger, CPC
Sanford Rose Associates
Thank You...
�[Anne�s] seminar was perfectly tailored for my
group. Anne really took our specific needs and personalities
into account [and] met each of my goals. Everyone in the seminar
felt as if they'd walked away with a new outlook on presentation
writing and an arsenal of new tricks. Also, Anne was very
supportive and kind in her style...funny and current and engaged
her audience fully. I would highly recommend Anne for similar
work."
Marketing Director, W Magazine
Let me help you make your presentations pay off as well.
Call Today: 212-876-1875 or Email:
amiller@annemiller.com
 PLANNING
A SALES OR
ORGANIZATIONAL MEETING?
Give your group a program
they will thank you for!
Call today to
guarantee your preferred dates and let�s plan a lively, high
pay-off speech or workshop for your organization. Call 212 876 1875
or email:
amiller@annemiller.com |
