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Posts Tagged ‘Audience

Documentation Is Part of a Smart Marketing Strategy

Do you see documentation as an important marketing asset? Are you putting your documentation to work as a sales tool? If not, you may be leaving money on the table. (Click image for source and credits.)

In these difficult economic times, companies need all the strategic marketing assets and sales tools they can muster. Did you know that documentation can help you achieve several important marketing goals? Are you getting the most out of your documentation?

One of the strongest arguments for investing the proper amount of time and money to produce effective documentation—the kind that shows you understand your market and your customers—is that you will create several powerful marketing tools in one package.

Want to become a member of the “smart marketing” winners circle? Here are some of the top reasons why great product documentation can set your products and company apart from the crowd …

One, repeat business. Successful documentation helps your company get repeat business in a very economical way. As you know, converting prospects to customers requires a lot of work and money. Once you’ve made the sale – what then? If your customers are satisfied with the product and how it meets their needs, they are likely to buy from you again. Documentation that helps customers use your products and get the most out of them promotes repeat business.

This is low-hanging fruit, so don’t overlook the marketing value of great documentation. As a bonus, if you publish your documentation online, you can build out those pages to encourage even more customer interaction with your company.

Two, analytics. How do you know your documentation meets your customers’ needs? Are you really communicating everything your customers need to know about the product?

Build out your online documentation package to encourage customer feedback, so you can find out what customers really think about your product documentation, and how they use it. Enable comments so users can tell you what they think is missing, what they like, and more. Automated analytics tools can tally and rank page and topic views, for example, and also list referrers, search terms used to find topics, which links were clicked, and so on.

Documentation analytics just might turn out to be your best friend in the marketplace, providing unvarnished, honest feedback and market intelligence. You can use that information to correct weaknesses, build on strengths, make better decisions about product development, gain a competitive advantage—and, ultimately, generate more business.

Three, interactive customer engagement. Who said documentation has to be just static pages lurking on a company website, waiting for customers to drop by? That’s all well and good, of course, but why stop there?

If you know your customers and how they use your product, you can slice and dice your documentation into many different configurations, and push it out onto many devices in various formats.

You can also make your documentation more interactive. Beyond pages of text, figures, drawings and photos, why not add podcasts, videos and automatically updating fields to the mix? Consider a video-game format for a training document, for example. Interactivity keeps customers connected and learning; that can pay off on the bottom line.

Hankering for more information on interactivity? Then you might also like to read Does Your Company Use Interactive Electronic Technical Manuals (IETM)?

Too many companies still view documentation from a limited perspective and, therefore, leave business on the table. You already know documentation is critical for making your products usable and useful. It’s time to take the next step and realize its potential as a powerful, strategic marketing asset.

Talkback: Does your company view documentation as a marketing asset? Do you use documentation to develop and retain your customer base? If you use documentation as a marketing tool, has it helped increase your customer base and revenues? What documentation formats work for you? Share your thoughts and experiences in comments—thanks!   Elizabeth Lexleigh  LexPower  The Write Ideas

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Bookstore Nook

The bookstore, such a wonderful place for browsing, perusing and discovering books you want to read and add to your personal library. Brick-and-mortar bookstores may be in trouble, due to declining sales, but think about this: What will happen to online and ebook sales when customers can no longer linger among stacks of books, thumbing through pages, flitting from book to book, each more inviting and enticing than the last? Are online sales driven in (perhaps large) part by our ability to walk into a real bookstore and sample the wares? (Click image for credit and source)

How many wonderful books have you stumbled upon while browsing in your favorite bookstore?

Books you decided you couldn’t live without.

Books you would never have found if you hadn’t been able to roam and wander and poke about among the overflowing tables, bins, stacks, bookcases and displays.

Books that attracted your attention because of their cover, or a chapter title, or a blurb on the inside jacket flap.

Look around the aisles and alcoves and cozy nooks of your local bookstore. The books stand there, waiting for you, promising knowledge, entertainment, connection, enlightenment, pleasure and joy. A book is a journey.

As you look around, how many people do you see reading? Moving from one volume to another? Pausing to lean over and pluck from the stacks a book that has caught their eye?

And how many people do you see actually buying a book?

Cozy Bookstore Corner with Chair

A cozy corner in a bookstore invites reading. How many new books have you discovered in bookstores? Do you buy your books in the store, or online? Do you think it is fair to use bookstores only to shop, but then buy the books you want online? (Click image for credit and source)

The Borders bookstore chain declared bankruptcy recently and is now selling off its assets. In another few months it will shutter its stores for good.

Where once communities had easy access to books and a destination in which to meet and connect over new ideas and literary finds, there will be only empty shelves and dust.

Another outpost of civilization will have gone dark.

Kindle Ebook Reader

Do you buy print books and ebooks on the web? Do you shop for your books on the web as well, or do you go to a bookstore? (Click image for credit and source)

One reason Borders is closing its doors is that apparently more people were shoppers than buyers.

In the many reports I’ve read about Borders’ bankruptcy, one feature really jumped out at me: many of the staff and analysts interviewed said that for some time they had noticed a new pattern taking shape in the book-selling business: people shopped the bookstores, found what they wanted to buy, and then went online to make their purchases.

A number of shoppers who were interviewed admitted they were guilty of “mooching” – browsing at their bookstore, but then buying online.

Borders is one casualty of that trend.

Some trade analysts have speculated that online and ebook sales might actually decrease as a result of physical bookstores closing. Their thinking is that as more and more brick-and-mortar bookstores go out of business, people will have no place to browse and pick up a book to explore it.

Hmm, does this book appeal to me? Do I need to buy this and read it? Oh … maybe that one instead.

Many industry observers have opined that bookstores are the vehicle of book discovery, and that without thousands of actual books all around them and knowledgeable, professional staff ready to offer help and suggestions, most consumers will remain unaware of what is available in the literary marketplace.

What will that do to online and ebook sales of books?

Is there some way to develop a hybrid store that combines physical books, print-on-demand machines, and the on-site ability to buy ebooks (with the bookstore getting a commission on the sale price)?

Could those hybrid stores also offer multimedia viewing kiosks for titles that are only in ebook format?

As the publishing and book-selling business continues to transform, new models are emerging for getting books in many formats into the hands of readers.

We’re approaching a critical juncture, in my opinion, and this important topic deserves some serious thinking and entrepreneurial inventiveness.

What are your ideas for the bookstores of the future?

Now it’s your turn: What do you think of consumers who shop bookstores, but buy online? Do you think brick-and-mortar bookstores will eventually disappear? Do you support your local independent and chain bookstores by actually purchasing books there? How do you feel about the closing of Borders? Join the conversation by leaving a comment – thanks!      Elizabeth Lexleigh  LexPower  The Write Ideas

Geographic Information System (GIS)

How can Geographic Information Systems (GIS) help writers and content creators visualize data? Do you use information visualization in your publications and documents? (Click image for credit and source)

Data visualization is becoming the new frontier in content, writing, and communication. In this post, I want to share with you a remarkable type of map.

There are your standard, average sorts of maps, and then there are your WOW! amazing, captivating maps.

In The World in Tweets and Photos and Infographic of the Day: Using Twitter and Flickr Geotags to Map the World, Eric Fischer has created a marvelous series of geographic maps of the WOW! kind showing overlays of geotagged photos posted to Flickr and tweets to Twitter.

This fascinating project visualizes the intersection of geography and vast quantities of user-generated data.

When you look at Fischer’s images, you will see clusters of multi-colored dots that represent where people are when they send photos and tweets. Red dots correspond to Flickr photos; blue dots signify tweets; and white dots indicate locations from which both have been sent.

From New York and Washington to the entire United States to Europe to the entire world, you can see images that instantly communicate how many people are using those two social media, and where they are when using them.

In an earlier post, Information Visualization: How Can It Improve Your Publications?, I wrote about the value of using visualization to extract meaningful information from a sea of data, and gave you some guidelines for successfully doing just that.

I think Eric Fischer’s maps beautifully illustrate the best reason for visualizing large and complex data sets: visualization is a technique that allows us to explore visually and perhaps arrive at some understanding of patterns and groupings that might otherwise remain invisible.

That type of large-scale analysis gives writers and other communications professionals a powerful tool to connect with their audiences and convey a story in moving and unforgettable ways.

Enjoy Fischer’s glorious maps. I hope they inspire you to come up with even better visualizations for your own publications and documents.

Now it’s your turn: What do you think of Fischer’s maps? Do you use information visualization in your own work? What software tools do you use to take large sets of data and convert them to visual form? Please share your tips, techniques and experiences – thanks!  Elizabeth Lexleigh  LexPower  The Write Ideas

Create Headlines That Work

Do your headlines and article titles sizzle? Do they grab readers’ attention? Do they make readers want to read the body copy?

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Headline, title, lead, opener – however you refer to it, the headline is the first impression your audience gets.

Whether read in a print piece or heard on radio or TV, the headline can spell the difference between success or failure: Is that first impression exciting and attention-grabbing? Does the headline offer useful information or news or promise readers they will gain something? Does the headline motivate the reader to keep reading, or make the listener continue to pay attention to what follows?

Whatever type of piece you are writing, the headline has to deliver, if it’s going to beat the competition and win people’s attention.

The secret that powers every successful headline is simple. The winners answer the most important question people ask themselves every time they read or hear a headline: What’s in it for me?

If a headline makes you interested in knowing more, it’s done its job, which is to:

  • Grab your attention.
  • Appeal to your self-interest.
  • Deliver the main message.
  • Persuade you to continue reading or listening.

Here are four sure-fire tips for writing headlines that get the job done.

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“Direct” Headline

This type of headline directly states what will follow. It clearly summarizes the message in the piece without using wordplay, hidden meanings, cleverness, or oblique references.

Select an important benefit that appeals to your readers’ self-interest, and then craft a statement that is bold, direct and perhaps even a little dramatic. For example:

Embedding Videos in Your PDF Documents

Get a Free Subscription to the Monthly Newsletter

Tank Tops – 25% Off Until Wednesday

Keep it short. Keep it simple. The “direct” headline gets right to the point.

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“How To” Headline

This one has been called “pure magic” in its ability to draw attention and compel people to continue reading or listening.

The “how to” headline dangles an irresistible promise before the reader: Listen to me. Pay attention to me. I can help you solve a problem. I can answer your question. I can help you learn something you want to know. For example:

How to Easily Save $300 a Month

How to Get More Sleep

How to Communicate Well

The “how to” says you are not alone. It relieves stress. It brings hope. This headline assures readers that others share their concern or have the same problem and, best of all, promises: You can fix it, solve it, learn it, overcome it—and here’s how.

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“Question” Headline

When you use the “question” headline, remember to focus on your audience. It’s all about their self-interest, so address your question to them. What fires up their curiosity? What fears or needs can your headline appeal to? For example:

What Won’t the Neighbors Tell You?

Which Foods Can Keep You Looking Young?

Is Your Air-Conditioner Costing You More Than It Should?

“Reason-Why” Headline

The “reason-why” headline is useful when you want to list the features of your product or service. It is also a good hook for pieces that offer advice or something to learn. For example:

Three Reasons Why You Should Get a College Degree

Six Ways of Chic Dressing on a Tight Budget

Five Steps to Looking Better and Living Longer

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These headline types are tested and proven—just look around and see what draws your attention. Ask your family, friends and colleagues. Ask businesspeople. Ask other writers. Do some research on what makes a headline effective.

Your challenge, as a writer, is to create headlines and titles that compel people to focus their attention on what you have to say and stay glued to every word.

Now it’s your turn: What sorts of headlines appeal to you? Writers, which headlines have worked well for you? Do you have any analytical insights into headline effectiveness? Please share your thoughts in the comments – thanks!  Elizabeth Lexleigh  LexPower  The Writer Ideas

Marketing EBooks

Could digital marketing across multiple platforms represent a new business model for publishers? Could this model work for books on paper as well as ebooks?

Just a few years ago, who would have thought the subject of book publishing and marketing could have become as contentious and sometimes rancorous as it has these days?

Authors, agents, publishers and readers tussle over which is preferable: digital or traditional (print) publishing … and lately it seems that the trend is swinging toward a blend of both. But hold on to your hat! The blend itself is probably just another transition phase …

And do you even want to wade into the fray about book marketing?

Authors think it’s the publishers’ job. Agents and publishers insist that, for the most part and for most authors, it’s primarily the authors’ responsibility. And the audience … wait, do they even know you just published a book and are frantically trying to get their attention?

Yes, how exactly are you going to market your book to your target audience?

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Multi-Platform Marketing Campaign

Use various types of channels and media to build a multi-platform marketing campaign. (Click image for credit and source)

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A New Marketing Model?

How does the following approach to marketing your book grab you?  Let’s say you could reach out and connect with your audience in these ways:

Market your backlist books online.

Create frontlist fiction and non-fiction books digitally, and publish them as ebooks as well as online to various devices and as POD (print-on-demand) in selected retail outlets.

Team up with independent, traditional publishers to bring your ebooks to a larger audience through enhanced marketing, publicity and editorial strategies; these strategies would be implemented online via social media, blog postings, videos, photos, written pieces and interactive promotions.

Partner with agents and publishers who could do far more than just sell film and TV rights. Imagine partnering with someone who could actually develop selected ebooks for all screens (film, TV, web, mobile).

Collaborate with publishers who would build up your list of ebooks as well as other curated, complementary pieces, and then package and syndicate your digital publications as appropriate to other outlets, for example, social networks, blogs and mainstream media portals.

Sounds good, doesn’t it?

Here are two ways of thinking about digital marketing—before the sale (top) and after the sale (bottom).

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Digital Marketing on Top

Digital Marketing on Top: Use a multi-platform blended approach of digital and traditional media to move your customers from awareness to purchase. This example emphasizes digital media. (Click image for credit and source)

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Digital Marketing on Bottom

Digital Marketing on Bottom: Use a multi-platform blended approach of digital and traditional media to keep your customers loyal and committed to giving your company their repeat business. This example emphasizes digital media. (Click image for credit and source)

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If you want to learn more about how one publishing company is going about creating this type of new, digital multi-platform marketing model, take a peek at the website of Open Road Integrated Media (ORIM).

One purpose of this type of digital marketing model is to forge strong connections between authors and their audiences in ways that haven’t been possible before now.

Even though authors may not always meet and greet their fans in person, authors must still reach out and connect their ideas to … well … to other people and their ideas. In essence, you have to create mind links.

Is that sort of connection necessarily any less real if it’s done digitally instead of in person?

Could we be catching a glimpse of where book publishing must go if it is to survive as an industry?

Should traditional publishers consider retooling their operations around a similar model?

If you are one of the 80,000 independent publishers, would you consider partnering with a digital marketing company?

In fact, will traditional publishers even survive if their business model does not emphasize heavy-duty marketing, especially digital multi-platform marketing?

Now it’s your turn: What do you think? Is this model the book-marketing wave that authors, agents and publishers alike have to catch to survive and thrive? Please share your thoughts in the comments – thanks!  Elizabeth Lexleigh  LexPower  The Write Ideas

Information visualization provides a way of helping people make sense of large, complex data sets, such as the following:

  • Topology data
  • Epidemiology data
  • Sets of time series
  • Medical data
  • Geographic maps
  • Network connections
  • Financial data
  • U.S. Government Budget
  • Billions of customer transactions
  • Radiation doses and their impact over time

Improving large-scale analysis of these and many other massive data sets presents an ongoing challenge for businesses, academia and government. Using information visualization techniques, however, allows us to explore visually and perhaps arrive at some understanding of patterns and groupings that might otherwise remain invisible.

Essentially, information visualization allows you to extract meaningful information from a sea of data.

And those data do not have to correspond only to the physical and concrete. They can be abstract, drawn from the domains of the symbolic, the textual, the logical, the tabular, the networked, and the hierarchical, among others.

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Example: Accessing the Geosocial Universe via Mobile Devices

How popular are the various geosocial networks with mobile users? This infographic is a good example of “compare and contrast.”

Geosocial Universe

This infographic illustrates and compares the popularity of different geosocial networking services. (Click to see credits and source.)

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Example: Ranking Themes in Documents

If you’re curious about the relationships among documents, this visualization shows clusters of themes and their strengths in health- and medical-related literature.

IN-SPIRE Software: ThemeView Landscape

This ThemeView Landscape figure shows relationships among documents. High peaks represent prominent themes. Peaks close together represent clusters of similar documents. (Click to see credits and source.)

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Example: Ordering  News Topics by “Interestingness”

Ever want to find out what are the hottest news topics within a given time period? In this visualization, the most reported (hottest) topics are in the center column. Less-reported topics appear in the side columns.

Automated, Intelligent Broadcast Video Content Analysis

News visualization topics are arranged according to “interestingness” for a given time period. Hottest topics (those most reported) appear in the central column. Side columns are used for topics of lesser impact by the interestingness measure. (Click for credits and source.)

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Using Information Visualization to Improve Your Publications

For your visualization to be effective, it must be useful to your audience as well as aesthetically appealing. This requires thoughtful analysis, attention to detail, imagination, and no small amount of perseverance. This YouTube video provides some examples and techniques. You may also find inspiration in Edward Tufte’s website.

The idea is that you do the heavy lifting, so your audience doesn’t have to.

To guide your work, ask the following questions:

Does your visualization have a purpose?  That is, what is the story you are trying to tell with this visualization? What information are you trying to tease out of the data and put into visual form?

Is your visualization the best one to convey the story?  That is, when your audience sees the visualization, will they immediately grasp the “big picture” of your analysis of the data? Will they easily grasp the meaningful patterns in the subject? If details are also important, does your visualization scale to that level in a way that makes sense for the subject and the audience?

Is your visualization interactive? Interactive views allow you to guide the story and are especially helpful when there is too much detail to show all at once. Although interactivity works best online, it can be approximated in print by breaking out information into related visualizations.

Is your visualization beautiful? Beauty influences comprehension. How you present something can determine its usefulness. Visual attributes such as fonts, colors, sizing, orientation of view, scaling of graphic elements and placement of graphic elements have a large impact on the user experience. For an example of WOW! beautiful maps, check out Maps: Visualizing Twitter and Flickr Data.

Tell me, do you think information visualization is the new frontier?

Now it’s your turn: What do you think? Do you use information visualization in your work? Do you generate your designs by software or have a graphic artist create them? I’d really like for you to keep the conversation going by leaving comments. Thanks!  Elizabeth Lexleigh  LexPower  The Write Ideas

PDF with embedded video: H1N1 Awareness

This is a screenshot of an informational H1N1 Awareness PDF with an embedded video segment: imported video, hand-illustrated characters, Photoshop and Adobe Acrobat. The subject is the H1N1 virus.

Who says a PDF has to be just an e-version of the static printed page? Now you can offer your readers a rich, multimedia experience by including video in your PDF documents. Although many documents could be made more useful and engaging by adding short video segments, customers and users may find such a feature especially helpful in reference guides, how-to tutorials, and training procedures.

Many writers create documents using content-authoring software like Adobe FrameMaker, Microsoft Word, MadCap Flare, or the OpenOffice word processor. As far as I know, all of these companies have a document-to-PDF guide on their website. If you are working with FrameMaker, for example, you’ll find the conversion guide under Resources.

Are you among those who already use video-capture software to create video segments? Then no doubt you are probably familiar with names like SMRecorder, HyperCam, Camtasia Studio, Adobe Captivate, and CamStudio, among others. If you’re new to these (and similar) packages and want to get a feel for what they can offer, take a look at CNET Download.com for reviews of Camtasia Studio as well as links to reviews of the others.

Once you’ve got your document and video files ready to roll, how to munch and crunch everything into one fabulous PDF?

Use Adobe Acrobat 9 Pro (and Extended Pro) or Acrobat X to embed video directly in the PDFs you create. (By the way, if you have ever wondered about embedding a flash file (*.flv or *.swf format) in a PDF, yes, your users will need a flash player to view the file. Fortunately, about 99 percent of internet users already have flash player installed.)

When you create a PDF, Acrobat will allow you to embed the video directly in the PDF file, or embed a link to a remotely hosted video.

Here is an Acrobat X Pro step-by-step guide to inserting rich media into PDF documents.

And here are some links to video tutorials that show the embedding process:

These resources can help you easily learn how to embed videos in PDF files.

At long last, you can turn those ho-hum, static PDFs into media-rich productions that will boost your users up the learning curve.

Now it’s your turn: If you embed videos in PDF files, which packages do you prefer, and why? Have you discovered any pitfalls to avoid? Can you recommend any helpful tips and tricks? Please leave comments to share your thoughts – thanks! Elizabeth Lexleigh  LexPower  The Write Ideas


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