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Perhaps nothing makes a faster and more profound impact on clients, prospective clients, the media, employees and other audiences than that of the written word. In fact, research shows that nearly 90% of what you create is not seen as different or relevant enough to create much impact. Many A/E/C firms have technical teams weigh in on proposals, presentations and marketing materials. Even marketers find their strengths lie more in strategy and planning, rather than articulating expertise in an engaging, compelling and lasting manner. While accuracy is important, firms often lose out in the early stages of proposals because they don’t understand how to craft messages or get dropped later during consideration.
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Cut the Bull: Writing that Turns Heads, Changes Minds and Gets
Decisions
Carla Johnson
Principal
Type A Communications
@CarlaJohnson
90% OF MARKETING CONTENT ISN’T SEEN AS DIFFERENT OR RELEVANT ENOUGH TO CREATE MUCH IMPACT.
We all sound the same
Too Many Firms Sound Like This… COMPANY is one of the leading providers of transportation engineering services in the State of STATE. Since its inception in 1976, COMPANY’S signature has been its responsiveness to clients and its delivery of a superior product. Our commitment to excellence, combined with our responsiveness, has gained us an outstanding reputation in the transportation industry and more importantly, the trust and confidence of our clients. Today, we are one of the largest minority owned civil engineering firms in STATE and among the top in consulting engineering firms specializing in civil and transportation related projects. Our corporate headquarters are located in Miami with regional offices located in CITY 1, CITY 2, CITY 3, CITY 4, CITY 5, CITY 6.
COMPANY is an 8(a), HUB Zone contractor specializing in General Contracting Services. Committed to quality and excellence, COMPANY has been in the SBA 8(a) program since 2008.
COMPANY, as an emerging small business, has enjoyed
a successful beginning and continue to grow based on
quality, service, and knowledge. The Principal,
NAME has over 15 years in the construction industry.
COMPANY is equipped to meet our client’s demands.
Office and field personnel work together organizing
and facilitating all phases of our contracting
services.
And This…
What We Do Differently… • Quality
• Trust
• Experience
• People
• Values
• Attitude
• NOTHING!
I gotta be me! But just like
everyone else…
5000 MESSAGES A DAY
The more I can fill the
consumer’s emotional well
with brand stories, the
less I have to trade on it. -Jonathan Mildenhall
Coca-Cola 2020 Project
Research Tells Us - When surveyed, 70% of executives ranked commoditization or competitive differentiation as #1 threat to growth – outside the economy
There are more capable competitors than ever before
Clients are overwhelmed by the amount and complexity of information
Research Tells Us - Your challenge – avoid commoditization and set yourself apart from the competition.
Your message is your most strategic competitive asset when everything else appears to be the same.
65% OF SR. LEVEL BUSINESS DECISION MAKERS WANT TO WORK WITH SOMEONE WHO SETS THE VISION
Source: Forrester Research
95% OF CONTENT IS DESIGNED AROUND WHY ME AND NOTHING ELSE. THEY’RE MISSING STORIES, MESSAGING AND WHY CHANGE. Source: Corporate Visions
WHY?
COMPANY is an 8(a), HUB Zone contractor specializing in General Contracting Services. Committed to quality and excellence, COMPANY has been in the SBA 8(a) program since 2008.
COMPANY, as an emerging small business, has enjoyed
a successful beginning and continue to grow based on
quality, service, and knowledge. The Principal,
NAME has over 15 years in the construction industry.
COMPANY is equipped to meet our client’s demands.
Office and field personnel work together organizing
and facilitating all phases of our contracting
services.
Tell a story that matters
in their world.
Stories are Interesting
Stories are Concise
Stories are Shareable
How to Create Your Story • Revisit your past
• What are the biggest initiatives your firm has undertaken?
• Compare successes and failures
• Start asking “why”
• What inspires people about your firm?
• What’s the difference you’re trying to make?
• If your firm went away tomorrow, what would be missed?
Owners Execs Clients
Partners Fans Employees
US Army Corps of Engineers Omaha District • Est 1934
• Focus on Missouri River Basin
• Civil works, military projects, environmental
• Innovative thinking to solve problems never before addressed
• Believed in looking for better ways to do things
US Army Corps of Engineers Omaha District
Keeping People Safe at Home and Abroad.
Why
What
How
Start With WHY by Simon Sinek
y Why
Story Essence
What What You Do
What
How How How You
Do It
How You
Do It
How How
Essence of Your Story
Is not
• A mission statement
• A vision statement
• Tagline
It should be –
• Simple
• Focused
• Inspirational
UNDERSTAND YOUR AUDIENCE
Composite of characteristics of a group of people
Understand their perspective, fears, drivers and content needs
Types of content:
o What drives them
o What information matters to them…and when
o How they access it, when and where
PERSONAS
Mike Kennedy, Hospital Administrator “I need a partner who understands how our immediate needs can fit into a longer-term strategy. We can’t afford to waste money on fixes and patches now that won’t have a long-term payoff.” Frustrations/Pressures/Concerns: BOD and revenue pressure, recruiting and retaining top medical staff, ensuring a future-forward healthcare environment for patients and families. Needs/Drivers: Strategic insights to thwart competition and attract and retain patients throughout their healthcare life cycle. What we want him to think:
This firm can help set the vision for our healthcare system and show pitfalls to avoid. Content Needs: Vision for integrated services, phases planning and construction
Content Types: • Research reports • Case Studies • Articles • Blogs • In-Person Peer Events
Karen Olson, Chief of Staff “I need a firm who understands the demands of how a healthcare environment and our medical staff need to work to take care of patients. I want a facility that’s functional and beautiful. We can’t have great design at the sacrifice of quality patient care.” Frustrations/Pressures/Concerns: Efficient operations, patient safety, proximity of staff to patients and ability to respond during emergencies. Needs/Drivers: Highest quality patient care, high impact staff, a physical environment that facilitates patient recovery and staff energy. What we want her to think:
This firm understands the collision clinical needs, physical structure and technology demands. I trust their recommendations. Content Needs: Trends, best practices
Content Types: • Research Reports • Books • Articles • In-person Peer Events • Research Reports
Glenn Anderson, Facilities Director “I constantly have to battle for budget just for maintenance. I can’t afford to have a firm come in and not know what they’re doing, because it will prove disastrous to my long-term capital budget. Whatever we spend money on has to work.” Frustrations/Pressures/Concerns: Budgets, constant facility upkeep, balance between long-term planning and short-term demands. Needs/Drivers: Ability to prove my value and having a voice in long-term facility planning. What we want him to think:
This firm knows that whatever they design and build, I have to make it work daily. Content Needs: Hands-on facilities management and efficiency.
Content Types: • Articles • Reference Books • Case Studies • How-to Videos (repairs)
Tell a story THEY want to hear…
…not what YOU want to say.
WHAT’s your business objective?
WHO are you talking to? (Personas)
WHEN in their decision-making process?
WHERE/HOW are they connecting with you?
WHAT do they want to know?
WHY do you matter to them? (Story)
Cutting the Bull -
Tell them Something They
Didn’t Know, About a Problem They Didn’t Know
They Had.
US Army Corps of Engineers Omaha District
WHY Keeping people home safe at
home and abroad
WHAT Civil works, military, environmental
HOW Military:
- Missile silos - NORAD
- Military housing - BRAC Act
- Strategic Air - Overseas Infrastructure
Command
US Army Corps of Engineers Omaha District
To respond to the aggressive
Schedule of the Base Realignment and
Construction Act, the Omaha District revised its design/bid/construction process. The result was a MILCON transformation policy that enables crews to build facilities cheaper, faster and more green yet at the same level of quality as the past. The immediate impact was tremendous – construction costs fell by 15% and timelines moved 30% faster.
Multiple Platforms
Has a purpose for your audience
Has a specific audience
Tells the same story differently
Supports all other platforms
Helps move people through the decision-making process
Each Platform -
General Materials Why, touch on what and how
RFQ Overview of why, heavy what, touch on how
Proposals Lead with why, tell how that drives what and how
Web Why (top pages), what and how
Platforms
Social Media Why, touch on what and how
Newsletters Overview of why and what, focus on how.
Special Projects/Reports Lead with why, tell how that drives what with heavy focus on how. Provide insights.
Thought Leadership Heavily on why and where you see that driving your clients’ industries.
Platforms
• Use your story as a filter for content decisions. Does this help tell it? – Yes – continue – No – stop
• Everything you write should follow the why, what, how structure
• Weight of each depends on purpose of the piece
• Your WHY opens new doors to tell your story
Lean Writing Machine
“People will
forget what you
said, people will
forget what you
did, but people
will never forget
how you made
them feel.” - Maya Angelou
Cut the Bull.
Speak Human.
Carla Johnson, Principal
Type A Communications
(720) 344-0987
www.goTypeA.com
Type A Communications
@carlajohnson
Carla Johnson
Carla Johnson
