How to Write an Article or Script for The 60 Second Marketer. If youʼre reading this, youʼre probably interested in writing an article or script for the members of our growing 60 Second community. Here are a few tips to get you going: • Most of our articles or scripts are mini-tutorials that are “How To” in nature. • Articles run about 400 to 600 words. Scripts run about 150 to 200 words. • At the end of your article or script, the reader should walk away with information that they can put to use immediately. • Itʼs best to write about something that is current and topical. • Use a conversational style in your copy. Imagine youʼre talking to a friend over lunch. • Successful topics in the past have included “The Most Common Search Engine Mistakes,” “The 10 Forbidden Words in an E-mail Subject Line,” “50 Tips on How to Use Social Media” and “The 9 Most Common Mistakes People Make on YouTube.” • Our current video and article categories are included below: o Advertising o Branding o Direct Response Marketing o E-mail Marketing o Interactive o Mobile Media o Paid and Organic Search o Public Relations o Social Media Hereʼs what we need from you in order to publish your article or script: • Name • Title • Company • E-mail address • Script or 60 Second Article Please note, for if youʼre submitting a script, The 60 Second Marketer will produce the video. You just need to provide the script. For your reference, a sample script and article has been included with this document. When youʼre ready to send us your article, email it to TheFriendlyPeople@60SecondMarketer.com. 3390 Peachtree Rd., 10th Floor Atlanta, GA 30326 PH: 678-313-3472 Fax: 404-233-0302 www.60SecondMarketer.com A Division of BKV, Inc. Sample Video Script (ANNCR) How to recover lost customers, by Nick Wreden, author and CEO of FusionBrand. Current research indicates that a satisfied customer will tell 5 other people about a pleasant brand experience. But if that customer has a poor experience, theyʼll tell 11 other people about it. Despite this, 80% of most marketing budgets are devoted to customer acquisition, even though is costs three to five times more to replace a customer than it does to keep one. In one recent study, British Airways found that recovered customers – that is, customers who were once dissatisfied but have found resolution – actually gave the airline more of their business. Customer recovery occurs in three steps. The first step consists of both apology and accountability. A brand that wants to recover a customer must say, “Iʼm sorry” and take ownership of the mistake, even if it was because of a third party. Next, work with the customer to determine an appropriate remedy. This gets the customer involved in the remedy and sometimes uncovers less costly solutions. In one Citibank experiment, specifying timeframes for next steps increased customer satisfaction 40%. Finally, follow-up. Determine whether the customer has received the promised treatment and, more importantly, how they feel about it. One study indicated that a follow-up call to a once- unhappy customer could boost satisfaction 5% to 7%. To recap: • 80% of most marketing budgets are devoted to customer acquisition, even though it costs 3 to 5 times more to replace a customer than it does to keep one. • Customer recovery occurs in three steps: 1. Apologize and take accountability for the remedy 2. Work with the customer to determine an appropriate remedy 3. Follow up with the customer to ensure the remedy has satisfied their needs The 60 Second Marketer is an online video magazine where you provide the content. 3390 Peachtree Rd., 10th Floor Atlanta, GA 30326 PH: 678-313-3472 Fax: 404-233-0302 www.60SecondMarketer.com A Division of BKV, Inc. Sample Article (Title) Coke vs. Pepsi: The Taste Test They Donʼt Want you to Know About By Andy Goldsmith, Vice President, Creative and Brand Strategy for the American Cancer Society. Key Concepts: 1) How science is updating the classic “taste test” 2) How your brain relates brand imagery to brand preference Is there anything left to say about the difference between Coke and Pepsi? As they continue to bludgeon each other for market share, their partisan supporters are split 50/50 in favor of one or another. In blind taste tests, it works out that way just about every time. But some compelling research from Baylor College of Medicine highlights their differences in a novel way. Using functional Magnetic Resonance Imaging (fMRI) technology to monitor brain activity, researchers conducted a blind taste test among 67 subjects and sure enough, preference was split down the middle. Brain scans showed that the something called the ventrolateral prefrontal cortex lights up when either brand was consumed. Since that part of the brain responds to rewards, and people were being asked to drink sugar water, no surprises there. But when researchers then told people which cola they were drinking as they quaffed it, things got more interesting. In those “branded” taste tests, while still hooked up to the fMRI, Coke was preferred by 75% to 25%. Why? Yes Virginia, there is such as thing as brand imagery. Turns out that when people knew they were drinking Coke, things like the "dorsolateral prefrontal cortex" and the hippocampus both got excited. So Coke is more likely to light up the brain parts related to things like memory and cognitive control. In most cases Pepsi did not have the same effect. There are a few conclusions we can draw from this. Start by thinking about the differences between the two brands in the publicʼs eye. Ask people about Coke imagery and theyʼre likely to come up with Mean Joe Greene, Polar Bears, and a slew of other iconic imagery. Ask people about Pepsi, and the imagery isnʼt quite as deeply rooted – they might associate Pepsi with a hot celebrity or with “young generation” appeal, but they probably donʼt link it to the kind of emotional American icons Coke has successfully linked to. 3390 Peachtree Rd., 10th Floor Atlanta, GA 30326 PH: 678-313-3472 Fax: 404-233-0302 www.60SecondMarketer.com A Division of BKV, Inc. So the emotional imagery that Coke has made part of its brand, with varying success, seems to embed in peopleʼs brains. And Pepsiʼs reliance on celebrities? Two of their most visible spokespeople, Brittany Spears and Michael Jackson, may forever be associated with the brand but are probably not helping it too much today. The brain studies suggest that Cokeʼs iconic brand and arguably stronger cultural connection may in fact make a difference in preference. And that preference is linked not just to taste (hello, ventrolateral prefrontal cortex) but also memory-related brain regions that are related to cultural influences. This study has powerful implications for the oft discussed but still relevant balance between rational and emotional appeals. Cultural cues and memorable imagery – like the kind that Coke has in the past been known for -- can indeed have a bias on peopleʼs preference. Some of the best brains in the business have known that for years Andy Goldsmith is Vice President, Creative and Brand Strategy for the American Cancer Society. 3390 Peachtree Rd., 10th Floor Atlanta, GA 30326 PH: 678-313-3472 Fax: 404-233-0302 www.60SecondMarketer.com A Division of BKV, Inc.
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