Even Seth gets it wrong sometimes

Seth Godin has to be the best at capturing concepts and then communicating them creatively.

You may know him best from his books, if you've heard of "The Purple Cow", "Survival is not Enough", "Meatball Sundae", "The Big Red Fez" or his original claim to fame -"Permission Marketing".

His Blog is also recommended reading for thoughtful inspiration on marketing and communications in general. (Click on the Blog link in the right margin.)

But even Seth Godin doesn't get it right all the time. And he admits it as he has re-issued his book "All Marketers are Liars" under the new title, (same contents) "All Marketers Tell Stories".

As he discovered, it may be a catchy title, but it is insulting and unappealing to the intended audience. Another lesson learned.

Good headlines are key

Maclean's magazine arrived in the mail today and it's hard not to notice the four catchy headlines for articles in this issue. Starting with:

"THE FLU SHOT SCREW-UP
Can we fix the vaccination plan before it's too late "

And across the top banner:

WHY CANADA NEEDS THE MONARCHY
(Even if it's these two)


Amiel: GOD HELP DOGS


INTERVIEW: CANADA VS.
GARY BETTMAN

Now that's an issue that will get read today.

Are your marketing communications that catchy? Maybe too much sensational yellow journalism for you? (No coincidence this issue had a yellow cover?)

Still it's a key principle of marketing that images and colours may catch the eye, but headlines capture attention. If you can also qualify the reader and get their interest, then you've really got it right this time.

Too many networking choices?

Something ironic about going to a networking meeting to learn about all the online networking choices.

Talking about Facebook, LinkedIn, Twitter and all the other social media opportunities for virtual networking without any face-to-face contact. But what about the breakfast meetings and seminars where you can meet real people and not their polished Web personalities? Two-way conversation face-to-face seems to me a much better way to present yourself or to meet others when you are offering professional services.

If the key factors to evaluate are credibility and integrity it is much easier to fake it on the Web than in person.

I'm not suggesting that online media cannot be helpful, but they should be complementary to other real-life expressions of your individuality and unique skill set. In particular, make your online presentation more real and personal by adding original content in your own words and include audio or video to complete the picture.

It all takes time and effort, so it's important not to waste time on unproductive networking opportunities or to participate ineffectively.