PepperMill March 2019

YouTubin’: Eggcellent Ideas

Have some fun with eggs this Easter!

I first ran across this video a few months ago and decided that I could potentially wait to share it until April, due to its Easter relevancy. I say “potentially” because I have a very hard time waiting to share things.

This video was created to share some clever ways to work with eggs. Some of these tricks are crafty, but others are very practical. Particularly practical at the eight-minute mark, where I finally learned how to hard-boil an egg without the shell sticking to the egg.

Got some YouTube videos of your own you’d like to share? Just send them my way!

Todd Underwood
todd@peppergroup.com

Tim’s a Little Cliché

At Pepper Group, we generally avoid clichés, but sometimes they provide a surprising word of wisdom.

After all, a bird in the hand is worth two in the bush.

  • When you’re working on a complex marketing plan it’s always wise to mind your Ps and Qs.
  • You want to be honest, yet clever, with your marketing so as not to appear to be pulling the wool over someone’s eyes.
  • If too many cooks spoil the broth, so too can too many designers muddy the waters.
  • Oftentimes, we are challenged with satisfying multiple clients’ wishes, causing us to burn the candle at both ends.
  • And we do it all with the wisdom of age and the energy of those who are still wet behind the ears.
  • When the client and type of work are great fits, we’ll pull out all the stops.

Leave no stone unturned,

Tim Padgett
tim@peppergroup.com

Would I had phrases that are not known, utterances that are strange, in new language that has not been used, free from repetition, not an utterance which has grown stale, which men of old have spoken.
—Egyptian Inscription

The brain that bubbles with phrases has hard work to collect its thoughts.
—Author Unknown

Client Spotlight: The Traction Group

A team of trained business coaches asked Pepper Group to help launch their new business, The Traction Group. We were excited to help them get, well, traction.

The best-selling book, Traction: Get a Grip on Your Business, the Entrepreneurial Operating System® promotes a proven and self-sustaining holistic organizational operating system that makes everyone in an organization accountable for company growth. It’s applied through professionally-trained EOS® Implementers who can provide proven tools and processes to get the growth, success and freedom that business owners are seeking. 

The Traction Group is a community of Chicago-area certified EOS Implementers who have banded together in Chicago. We worked closely with them, first interviewing various clients to identify strengths, uncover needs and create a powerful foundational message that came to life in a new website and testimonial video.

To drive traffic to the website, we designed lead generation assets, developed landing pages, and implemented a full digital outreach and marketing automation campaign consisting of email, search ads, remarketing, targeted display, and paid social using both LinkedIn and Facebook. We also created a high-impact direct mail piece for prospects along the lead nurturing campaign journey. As long as it’s not a bill, people still love getting cool things in the mail! Finally, analytics are structured so that Pepper Group can monitor and report on every aspect of the campaign.

If you are a small business owner and you don’t know about The Traction Group, I highly encourage you to take two minutes to watch their video at thetractiongroup.com. And if you’d like to learn more, I’d be happy to make an introduction. Just let me know.

Heather Austin
heather@peppergroup.com

The Novelty Multiplier™ Approach to Content Marketing

Based on recent surveys, nearly every B2B marketer is using some form of content marketing and most of them are planning to further increase the amount of content they create.

While technology gives us the capacity to consume increasing amounts of content, there is a limit on how much people can consume. Content production has exceeded that limit, which means quantity as a strategy no longer works.

Creativity and specificity are must-haves. Specificity is about creating good quality content that is relevant to your targeted audience. No high level fluff. Creativity is the other key, which is where we use our Novelty Multiplier™ concept.

The Novelty Multiplier is the boost that creativity delivers. It can be the novelty of the delivery method, format or the distribution channel. A Novelty Multiplier sometimes even gets a “Hey Joe!” reaction, as in “Hey Joe, come here and look at this!”

Novelty and newness attract attention. Aren’t you more likely to engage with something delivered in a unique and interesting way? Or a different and new approach to conventional wisdom?

For example, rather than a standard video, we created an interactive one. A recent infographic was dynamic vs. static. Our B2B emails grab attention. We used red-lens glasses to deliver a message in a unique and memorable way. And we’re applying technology in new ways, before anyone else. All of these drive higher levels of engagement and results.

If you’re interested in reading more about our approach to content marketing and how we generate novelty in the delivery method, format and distribution channel, please check out our recent article The Content Repurposing Cheat Sheet.

The saying used to be Content is King. Not anymore. We say that Content is Critical, but Specificity and Creativity are the Kings.

Interested in seeing more Novelty Multiplier ideas and creating some amazing results? Let me know.

George Couris
george@peppergroup.com

The #1 Secret to Writing Effective B2B Copy (Sshhhh!)

There’s plenty of awful copywriting out there in the world,

copy that’s boring, or without any personality, or that’s confusing, or that drones on and on and on and on
and on and …

Zzzz.

Sorry.

But there’s a secret to writing effective B2B copy. Honestly, it’s not much of a secret, or at least it shouldn't be:

B2B people are people, too.

Surprise, surprise.

Every person in your target audience has dreams, passions and fears. They worry about getting home to take care of the kids after work, and whether they’ll be downsized or not, and whether their boss will give them a raise. Which means copy needs to be written for them. Here are three tips to speak to B2B people and not just B2B companies:

Consider personal benefits before business benefits.

How does your product help your audience? How will it save them time so they can get home to make dinner, make them look great in front of their bosses, advance their careers, and so on. When listing all the product benefits, which ones help the reader and not just their business get ahead? Add some of those in your copy, too.

Use human language.

You should always use appropriate business and industry jargon, but when you overuse it, your copy can sound like a tech manual (which is only acceptable if you’re writing a tech manual). You want to sound intelligent and confident, but your marketing isn’t a jargon or four-syllable word contest, either. Use every day words. Use short sentences. If you want to engage the reader, be conversational, and not a robot.

Get straight to the point.

How much time do you have to sit around reading emails and blog posts (and thank you for reading this one). Every person in your target audience has something else they need to do; someplace else they need to be. Tell the reader why your product or service is great. Tell them why it will benefit them. Share a competitive advantage. Be clever, conversational and relevant. And then go away.

Allan Woodrow
allan@peppergroup.com