The Found Gen

Marketing That Works.

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Brand Building

We’ve all experienced that cringe moment. An online acquaintance you’ve followed for a year or so has just posted what can only be described as an unfortunate tweet. It’s off-brand, super political, offensive words that shouldn’t even be uttered in one’s inner circle, and quite shocking.

“I thought I knew him,” you mumble, your arrow hovering threateningly over Unfollow.

On Brand Building

It’s true. If you’ve branded yourself correctly, your followers think they know you. Their version of you is exactly what you’ve provided: an industry smarty-pants, a purveyor of stellar content, proud owner of the cutest rescue pup, witty, kind, and someone who knows his way around a martini. Of course, there’s more to you than that, but these are your brand’s highlights and exactly what your audience enjoys most about you.

And then, in one unguarded moment, an inappropriate tweet, Facebook share, or Instagram pic kicks your brand in the pants. Ouch.

You’ll quickly learn, with every unfollow, how to stay true to your image and share with carefully drawn boundaries. Here are a few tips for you:

  1. Be clear with yourself on the parts of your life that are available for public consumption. Think of your audience in terms of houseguests. Most of your followers should stay on the sidewalk in front of your house. Very few would be allowed on your front porch to peek in the windows. Maybe a fraction would be welcome in your formal living area. And far, far less than that should ever see the state of your laundry room.If your brand isn’t ready for overnight guests – and very few are! – keep everyone in the front yard where the roses are blooming.
  2. Not every conversation needs your input. Silence is a superpower.“But, wait,” you’re thinking. “What’s the point of social media if it’s not social? I want my audience to hear my voice.” True. But if your voice is chiming in to an off-brand topic, I’d recommend hitting the pause button on your stream for the hour. It is never worth it. Trust me.When you return, seek out conversations that build up your reputation in your industry.
  3. If you absolutely must share something and you can’t keep quiet one more second, share someone else. A respected colleague. An inspirational find. A day-changing article.

Small, meaningful interactions and promotions of others are some of the most beautiful and effective ways to build your brand while adding faithful followers. Because a loyal audience isn’t there for the drama; they’re there in friendly support of you, which is any brand’s wildest dream.

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Write Once, Edit Twice

No matter what you’re writing – a resume, a blog post, a newsletter, a tweet, a grocery list – every piece of content needs an good edit. Even an editor.

I recently helped a client write his resume. I’d worked on his content for a few years, so I knew his voice and message well. He’s intelligent, a well-known leader in his field, and makes one of the best first impressions I’ve ever experienced. No matter if you were his C-suite peer or a temp worker new that week, he’d make it a priority to know your name plus at least one unique fact about your life. In short, this guy has been my dream client.

The writing of his resume, however, was a bit of a nightmare.

Why You Need a Good Edit

It wasn’t that the content was poorly written or disorganized; he’s a masterful public speaker and writer. Rather, it was the length. More specifically, it was his initial unwillingness to edit that length. Four pages of non-negotiable content. Four.

As a writer, I understood his strong ties to his words. As an editor, I needed to work some magic.

Here’s how I (gently) persuaded him to let me edit his tome down to two pages. Maybe it will help you, too.

  1. You know your subject matter so well that you’ve built an entire sub-vocabulary to talk about it. The problems arise when no one else speaks your language quite as fluently.Speak to us as though your dialect is one we’re only just learning. Borrow some of our words to teach us your own.
  2. As writers, we are always too close to our content. Our words are our babies. New and sweet and perfect and “Oh! I think she just smiled at me!”Let your editor hold your baby for awhile. I promise we’ll return her in an even better mood. We might even teach her to walk.
  3. Chances are, you aren’t the most wildly successful writer in the known universe. Either am I. (Unless one of our names happens to be Neil Gaiman or J.K. Rowling.) But together, we can come up with something well worth reading and memorable.It’s called teamwork. When done correctly and positively, collaboration works wonders.
  4. Your content shouldn’t exhaust your reader. As Dr. Seuss once wrote, “So the writer who breeds more words than he needs, is making a chore for the reader who reads.” Attention spans rely on readable fonts, ample white space, and hard-working sentences. Cut the lazy words; the ones that look pretty but ultimately don’t add magic to your message.
  5. Take my advice. But also take the advice of your industry peers. I’m a pretty effective editor, and I’ve enjoyed some success as a writer, but I may not be a professional in your specific field. Blend my input with that from those you admire, and the result will be as perfect as it can be.

Spoiler alert: It worked. My client took my advice, remained open to my edits, accepted help from his most respected colleagues, and now his resume is truly a thing of beauty.

Oh! I think it just smiled at me.

(If you think your blog needs a little oomph to stand out, think about hiring someone to edit your work).

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The Power of Unsubscribe and Unfollow

Do you follow a social media account you secretly wish you didn’t? There’s nothing specifically off-putting about it; the individual is smart, popular, and everyone you know follows her, too. She’s kind of a big deal in your industry.

But to be honest, she makes you feel like you’re not doing enough. Rather than inspiring you, her content is deflating your accomplishments and crushing your personal goals. You haven’t clicked through her links in months, you’ve finally stopped reading her photo captions altogether, and if she mentions another super top secret, amazing project she can’t wait to share as soon as she possibly can, you just might throw your phone out the window.

It’s time to unfollow.

The Power of the Unsubscribe

The same goes for unwanted emails. The general rule is that if you note the recipient, don’t bother to read the subject line, and head straight for delete, it’s time to formally unsubscribe. You’ve already distanced yourself mentally, and now it’s time to cut all physical ties, as well.

And the power of the unsubscribe shouldn’t be overlooked. It clears up your inbox (as well as your social media feed), making you more productive and adds more time to your day.

It’s been said that your inbox is other peoples’ to-do list for you. Think about that for a minute, because it truly changed my online life. From “Buy this” to “Can you send me that” to “Have you seen this,” it’s mostly action items. Once you view your email this way, there’s no going back. Carefully decide who gets to add to your to-do list, and edit those individuals and companies ruthlessly.

What this Means for Your Marketing

Realize that most people feel the same way as you do. When you’re building your content marketing strategy, make sure that your messaging accounts for the power of the unsubscribe

Unsubscribing from all the internet noise that’s not adding to your life gives you breathing space, a rare find in the online world. You’re going to love it here.

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5 Social Media Fails of 2016 (and What We Can Learn From Them)

Millions and millions of people use social media each day. So, when a brand or government agency posts something offensive or has a social media fail, it rarely goes unnoticed.

There have been some major social media fails in 2016, too many to count in fact. But, these five can teach us some valuable lessons about what not to do on social media.

Cashing In on 9/11

A Texas-based mattress company, called Miracle Mattress, posted a video on Facebook advertising its “Twin Towers” sale in commemoration of the 15th anniversary of 9/11. The video shows several employees screaming and falling on stacks of mattresses and ends with one saying, “We will never forget.”

Obviously, many people found the video highly offensive and disrespectful. The company removed it from Facebook and issued an apology.

Social media fail level: why interns shouldn’t be in charge of your social media campaign.

#ItsGoodToBeAGirl

Accessories brand Vera Bradley launched an Instagram campaign titled “Why It’s Good to Be a Girl,” where they asked customers to share what they like about being a girl using the hashtag #itsgoodtobeagirl. The response was mixed.

While some responded with things like “being able to hang with the boys but still be treated like a lady,” others found the campaign highly offensive and a throwback to the 1950s.

Social media fail level: what happens when you don’t have a single member of your target audience involved in the development of a campaign

Is Pakistan a Language?

DC Comics had a major Twitter fail recently when it tweeted a photo with a note at the bottom that said, “All translated from Pakistan.” Obviously, Pakistan is not a language, and Pakistan’s official language is Urdu.

Social media fail level: facepalm. Guess they haven’t heard of Google.

Standing Up for Veterans

This spring, the Republican National Committee sent a tweet about Rep. Tammy Duckworth of Illinois, saying she “has a sad record of not standing up for our veterans.”

A simple fact check before posting that tweet would have revealed to the GOP’s social media staff that Duckworth lost both of her legs while serving in Iraq. And, she served as assistant secretary in the U.S. Department of Veterans Affairs. The tweet was also posted on International Women’s Day.

Social media fail level: they got the tri-fecta. Idiotic use of verbiage, poorly timed, and factually incorrect. Ended up making national news and getting now-Senator Duckworth a lot of free press.

The State Department’s Beauty Rankings

In March, the U.S. State Department’s Bureau of Consular Affairs posted a series of tweets that expressed concern about Americans’ looks, especially those planning to travel abroad.

One of the tweets read, “Not a 10 in the U.S.? Then not a 10 overseas. Beware of being lured into buying expensive drinks or worse — being robbed.” The department later apologized.

Social media fail level: another example of why you never let interns manage a social media account without oversight.

What Have We Learned?

Many lessons can be learned from these social media fails. Always check your facts and do a little research before posting. Of course, avoid posting anything that could be deemed racist or sexist — ask for a second opinion (or hire an agency to manage your social media for you) if you’re somehow not sure if your message falls into these categories. And, plain and simple, just don’t offend anyone.

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Coffee or Beer — Which Makes You a Better Writer?

Some of the best writing has been created under the influence. While there are a lot of substances that can fuel good writing, coffee and beer are the top best choices for many. But, does one actually make you a better writer than the other?

According to science, both can be useful, in moderation of course. The specific stage of the writing process that you’re in dictates which beverage you should choose.

How Coffee and Beer Interact With the Brain

Coffee and beer’s effects begin in the brain’s cerebral cortex, which is responsible for thoughts, language, and social interaction. Each substance has its own impact there.

Alcohol affects the cerebral cortex by making us feel less focused, but free from distractions and inhibitions. Caffeine interacts with adenosine receptors in the brain and leads to a big energy surge.

Beer Gives Us Ideas

Because beer can free your brain of its distractions, when your blood alcohol level reaches .007 (or about two drinks in), it actually makes you more creative.

Without distractions or worry about the world around you, your brain can make deep connections and come up with some great ideas. However, after a few more beers, you may feel less focused and even not remember so much.

So, if you’re all out of ideas and in search of a good one, crack open a beer (or drop us a line — creating marketing strategies is what we do).

Coffee Helps You Do the Work

About five minutes after your first sip of coffee, you start to feel a caffeine jolt. This gives you more energy and lets you better focus on your work. But, caffeine’s effects peak within 15 minutes to two hours after drinking coffee.

The bad news is that hardcore coffee drinkers can become immune to its effects and will need to drink more and more to get the same boost.

Let coffee be your drink of choice if you’ve got a good idea and just need get your writing done to meet a deadline.

Which Will You Choose?

For good writing, the answer really should be both.

Beer helps with creativity and ideas, and coffee keeps you focused enough to get the writing done. But, as with just about everything, moderation is most important, and neither would be a good choice when you’re faced with extremely analytical or detail-oriented work.

And, of course, neither is a magic elixir that will make you a fantastic writer — they’ll just provide a little help along the way.

Want Good Writing to Come to You?

And if you don’t want to deal with this at all, contact us.

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Cultivating Curiosity: There’s More to You Than Brand-Centric Content

Do you ever find yourself bored with your own content? Wishing you could chat about anything other than that stuff you sell or that thing you do?

Same.

At The Found Gen, we believe in genius content. We believe in exciting your customer base with your wide variety of interests, fascinations, and current obsessions. Here’s how we do it.

On Creating Content

  1. Don’t limit yourself.

So if you sell running shoes and only running shoes, you don’t have to only talk about running shoes to your customers. You could share stories about the guy with Parkinson’s Disease who walked across the country to raise money for research. (You can follow him here https://www.uncorkedadventures.org/ if you’re interested.) You can share fitness tips, style posts, and anything else that piques your interest. The general rule is that if it’s important and interesting to you, a person who sells running shoes and only running shoes, then it’s probably important and interesting to your customers following you.

  1. Flip the script.

Instead of constantly feeding them information, ask questions to your client base, completely and seemingly unrelated to your wares and services. The randomness will surprise them, and hopefully leave them with a favorable response to you and your brand. Just imagine the conversations you can start with your customers. Now imagine all the things you can learn about your base. Minds, blown.

We like these questions:

What’s the one New Year’s Resolution you make every year? Do you ever keep it past February?

Have you ever unplugged from the Internet for more than a day? Willingly? How did you spend that time?

If you could go back to school and earn a different degree, what would you choose this time around?

Your superhero name is your birthday month and the last thing you bought. Go.

  1. Promote a lifestyle, not just a product.

The brands that do it best are the ones selling more of a vibe than the actual product. Show how your brand lives in the actual world – not just on a shelf or in a box. If you sell a service like interior design, show before-and-after shots, as well as how your clients are living differently in their new spaces.

It’s more big-picture, all encompassing. You’ve got to be honest, tell a great story, and be human. Trust us: it works.

At The Found Gen, we create content all day, every day. This means our interests and inspiration grow all day, every day. Come visit our space. We can’t wait to inspire you, too.