How to Write an Article or Script for The by nul12583

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                  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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