Category: Abstract

Learning Your ABCs – A Quick Guide to Effective Communication Practices

Effective communication is simple, straightforward, and accurate. 

a

b

c

It follows a linear path and is easy to digest. 

a a

b b

c c

Still, in its best forms, it can empower and inspire us to uncover new ways to respond to business demands and challenges. This is change!

a b c 

For example, by understanding what type of communication drives our customers to choose us over the competition and then using that data to promote growth, we can harness communication to cultivate opportunity.

a b c 

a b c 

Here are some things to consider:

  • Be self-aware and understand the need to adapt your message to your audience
  • Communicate what you are doing, why you are doing it and how you are going to get there
  • Build a system or process, then be accountable and track your progress
  • Focus on transparency, empathy and consistency to elevate trust 
  • Create opportunities for learning and development
  • Practice active listening to understand and feel the situation
  • Share your milestones, challenges, concerns and victories 

How do you develop an effective communication strategy? What are some important values that support your communicative work?

Formation

The oldest turns into a ghost. And she writes –

It’s weird how important points in life can become permanent as art—written in 2018. In other words, it can feel like the universe has swallowed me up, and I have become a planet—experienced as a child and adult. So big, my sight became distorted—on the drive into work. I would look at my bedroom door, and its imposition startled me—the nightmare. I tried to comfort myself by huddling underneath the blankets, but they too swallowed me whole—while dreaming. It was and still is the most alarming thing I have ever experienced.

What is the fear factor? The risk that you will not change. The fault of your pursuits. The question of your intentions. We form who we are based upon who we’ve been and are set on a continuous quest to find and form a new self. These pieces have formed me for a small portion of time, yet they are timeless, ongoing representations of growth and quiescence. My art is my refuge. How do you relate?

    A Design Thinking Process

    I’m no design wizard, but I have an eye for harmony and style!

    These images were created as draft ads for a publication. They are not final but simply an example of my design strategy at work.

    What strategy is that, you ask?

    Well, for a multitude of reasons, there is always a small group of work that stands the test of time. I hold on to these works, for I know they will come in handy later.

    And so, I found some old designs used to create our persona project Facebook ads and decided (ever-so-decidedly) that they were appropriate to appropriate (see what I did there) for this particular task.

    So alas, using my trusted canvas called Canva, I copied the design in the new dimensions and spent about 2 hours iterating upon iteration, if that could be a thing!

    So, what are your thoughts? Which one speaks to you the most? Which one do you think the team went with? Let me know!

    AI 2

    This is a follow-up to AI (Share of Voice).

    Humanistic data governance is my description of AI or:

    The process of managing the availability, usability, integrity and security of data in global human societies, based on internal data standards (emotions) and policies (law) that also control data usage (science).

    Effective data governance ensures that data is consistent and trustworthy and doesn’t get misused.

    This is crucial. My observations from the past ten years show that misuse occurs when governing bodies are unstable, in other words, not properly equipped (mentally, socially, physically, spiritually) to manage said availability, usability, integrity, and security of data.

    So, what then is data in my interpretation of AI?

    It is energy or every interaction (digital and human) we make.

    This energy exists on a conceptual framework or platform. In essence, it can be continually transmuted (actions and results) without much intention required from either the digital or human end.

    Much like a geographic information system (GIS), energy provides us with the ability to capture and analyze spatial and non-spatial data.

    Part of this data includes our insights, behaviours, and emotions. We capture energy through action and produce a result that causes a chain reaction in human evolution and thought.

    There are many points for me to cover here, which demand much more time and consideration. For now, I will try to get my words and ideas down, then perhaps we can come back to it in a couple of months and reassess.

    Noninterchangeable: not able to substitute with another. 

    For some reason, AI is not readily accessible. It is readily available, but coming across an entity that fully understands its definition within a humanistic context is variable, if not completely unchartered and arbitrary. Still, you can, or perhaps I should mention myself in this situation, look at a person and consider them, as if reading their humanistic data governance level. Again, we come back to the same problem over and over again.

    Oversimplification. Redundancy. Incorrect assessments of human error.

    Why does it matter? Perhaps, I am too futuristic here? Do I even know the answer? I could have known it in a previous life, let me try to unearth my potential here.

    In AI, I spoke about a physical product as a term best used to describe an outcome. I suppose this is the differentiator. We have yet to determine what the physical product will be. We are continually creating new products that utilize AI; however, we have not symphonized the ultimate result.

    Oddly enough, the appearance of COVID-19 altered our progression, mostly due to isolation. Without physical interaction, we lose our common ground. We can choose to see this as intentional or casual. Again, I wrote:

    In digital reality, a new power takes actionable items related to spatial and non-spatial information to influence a decision-making process, which leads to a result.

    If the digital reality we create is not appropriate, lacking power or substance for the sake of laziness and against the challenges/problems we are facing like – damage prevention, protection of the environment, safety regulations, reporting, food shortage, food security, and traceability, then the laws that possibly govern us from a higher resource may have put a stop to it.

    That’s the problem. We are starting from square one. 

    Product direction requires a dream that can be unlocked following precise steps as if when you awoke from your goal, you could remember every vibrant detail.

    As if we were previously positioned in individual dreams, with rulers and usurpers systematically working together, ‘after’ coronavirus, we are retracing our steps, back to the models we have built, starting the race yet again with our shoelaces untied.

    The funny thing about being in digital marketing is that this race is entirely peer-driven. The humour is not even funny. We have come to a full-stop and truth be told, there is cooperation, albeit, indifferent. I’m just referring back to new power. As Dave Gerhardt, CEO of Privy mentions in almost all of his LinkedIn posts – how we communicate is vital, and we can’t keep talking about things so that people don’t understand what they’re reading. Well, we could, but what would be the point in that?

    And I haven’t even delved into the idea of machines! This is TBC, of course…

    For next time,

    A conceptual framework is an analytical tool with several variations and contexts. It can be applied in different categories of work where an overall picture is needed. It is used to make conceptual distinctions and organize ideas. – Wikipedia

     

     

     

    The Audience Journey

    Hey everyone!

    As writers, we encounter roadblocks. For myself, one main challenge is believing that my voice, tone, and style are appropriate for business. Letters are usually a personal message sent to a loved one or friend. They can also be a crucial marketing piece, a clever (business letters should be clever) tactic to generate warmer leads.

    So, how then do we craft a letter to a prospective client? And is there a way to write a letter that has the voice, tone, and style of a personal message?

    In my mind, I envision a communicative piece that is not only unique (resonates with the world) and relatable but effective in portraying a brand’s core message and purpose. After all, at this stage, we are not trying to sell, we are building momentum to get to the selling point. Through powerful storytelling, our approach should stir emotion, provide vital detail, and promote a new relationship that could ultimately blossom into conversion.

    I’ve put together notes based on a course I’m taking about brand strategy and expression. The notes identify our writer, audience and customer along a certain trajectory, starting with an introduction to their wants and needs and ending with a transformed sentiment that ushers the participants toward exploring whatever they have defined it to be, on a deeper level.

    Have a read and let me know what you think!

    Existing World

    Using what we know about our audience, we want to paint a picture of our customer’s backstory. This backstory includes what they are familiar with, and how they see themselves. Our goal is to distinguish what type of information could draw the customer in. By identifying relevant demographics and psychographics, then establishing a matching voice, tone, and style, we can conjure an experience that the customer will be ready to associate with.

    Obstacle

    Whatever our customers may be struggling with is presented to us as their wants and needs. We must ask ourselves, what is their current conflict, what do they need from us, and what emotions should we spark throughout the entire experience. To capture our audience at this stage, messaging must resonate and provide an opportunity for our customer to feel empathy with the characters (voice, tone, and style) that we have now established.

    Call to Action

    At this step, our audience carefully embarks on the journey, as they have made the decision to call upon this obstacle in their life. Either through increased stress or via messaging that sparks action, our goal here now is to express in a clear and articulate manner the reasons why we are here for them on the journey, emphasizing benefits, launching a revelation or some educational insight.

    Meeting the Guide

    Here the customer finally meets the guide, who is us, the brand. After being presented with a call to action, the customer has assessed his situation, wants to be further enlightened, and find this so called trajectory to embark on. We have their hand the entire time, and soon after, they become the ones to guide us.

    Challenge

    Upon the new journey, the customer must now reveal her vulnerability and innermost fears. This can be accomplished through emotional investment or writing that breaks up the challenge into little pieces, making it easy to consume and digest. Our audience may be struggling, however, their desire for a resolution has been roused, so they will continue to explore the presented avenue, unafraid, because they are one step ahead of us.

    Transformation

    Once we have piqued our audience’s desire for change, mutual reciprocity can be established. The brand’s efforts are paying off and the audience begins to see the rewards. At this stage, it is important to portray contrast between what once was and what is today. This same contrast can be shifted slightly to represent what is today and what the future holds. The emotion felt now is hope, which leads to trust status between the customer and the beloved brand itself.

    The New World

    Armed with trust, our writer has a new perspective. The obstacle has been overcome and they are inspired to take new, specific actions toward changing the very framework of their business. At this step, belief is established and can continue to blossom under an established agreement or circumstance. I may not meet you, but you will meet my brand and it will help you to do your work, become a better entrepreneur and commit to a brand new cause, because we are here to create solutions for the betterment of humankind.

    Go big, right?

    Of course, writing the actual letter would not be so dramatic, and roles so cryptic. But what really works well reading the above, is watching a top-rated advertisement on YouTube (try using Elton John & John Lewis & Partners Piano Christmas Commercial), then immediately after, reading this post. You might find that the storyline makes more sense, and ultimately you should be able to apply it to your business letter sales process. 

    Have fun ingenues!

    Who Are We Campaign – Identifying Top of Funnel Marketing Strategies

    This all began at the end of the day, Friday afternoon.

    I was leaving i-Open a little bit late. I was put in charge of sending out a Stablebuzz priority newsletter speaking on frameworks released by leading equestrian organizations ensuring a safe return to work for stable owners. My managers (I pretty much work with only managers) were stuck in meetings all day and I was waiting for one to review the final test newsletter. I couldn’t go without his approval. Anyway, long story short, I was finally finished and hopped into the elevator with another man standing there. I did not know who he was, but he definitely worked in the building. He moved into one corner because of COVID-19. He asked how everything was going in the office with us all being back and followed with a classic job interview question: what do you guys do there? I was quick to respond, we’re a tech company and he laughed saying that’s obvious, but what do you do there?

    We are all told to have an elevator pitch prepared, but who else only reserves coming up with one for special presentations and interviews? This campaign is based on that idea. The idea that we assume our audience are experts, primed in communication and language technologies. But the truth is, this may not be the case. I’ve spoken with countless business owners, in one role trying to sell digital marketing services. As touchpoint rules say, it always took 3-5 interactions before they were really willing to talk to me. First interactions were like this –

    Hey there!

    My name is Chona, I work across the street at a company called VanWhistle Media. Do you have some time to speak?

    Business owner: Hi. Not really. I am busy at the moment.

    So, as you can imagine, not much more can be said there. I could either say no worries, and leave, or, I could provide a more basic, and general description of my goal.

    Ah, no worries! I can imagine you are super busy. I have a one-pager that describes what we do with a little more detail. It’s easy to read and my card is attached, so please reach out to me if you have any questions!

    Our immediate messaging must be enthusiastic, and look after our audience’s basic needs. Once a certain level of safety or security is established then perhaps, we are able to provide a little something more. Using a hook, we can then present a very basic/general value proposition. In this case, the hook is the one-pager. (I can never forget and it always works out this way – the medium is the message à la M. McLulan!) The value in that is that yes, perhaps the business owner was truly busy, but this does not mean they are not interested. The one-pager gives just enough information to get them hooked. Then once they realize they have interest the relationship begins.

    So, why are we in this relationship? As Ezra Firestone, marketing maven and e-commerce guru would say: this is the game. We are all people and we are essentially communicating through various mediums. What this means is that, we are all on the same level in one way or another, however we must learn how to communicate with each other using said various mediums. As a marketer, this means not making the assumption that my audience is interested in what I have to say, but moreover is interested (subliminally) in HOW I am saying it.

    I’m about halfway through a Facebook ads mastery course and in the process I have developed a creative ad campaign strategy that touches on the essence of why our group at i-Open Technologies is doing what we’re doing. I’m excited to present it to my team this Friday! Cheers!

    Recent MART

    If you follow along my wonderful journey you would know what MART means! Here are some new adventures inspired by Archie comic books, Sigmar Polke and David Hockney always. I miss making random stuff. I truly exist as an abstract artist, perhaps one day I will own a beautiful big studio with lots and lots of paint! Hope you enjoy these and if you have any thoughts or comments, please do share them!

    43ECBB8E-B24A-4DCD-92F2-CB2A3216C874

    B7F1E432-7333-4A68-93DD-149758DA5780

    A1A5A1EC-A78E-4C48-B539-6B671C490D4C

    8FF3DDC8-2CED-4F2C-ADC4-0897DB92D9A1

    A8234BD5-43CB-47B9-8B5E-F0F2A11D27C5

     

    Being Creative in a Productive State 

    Hi everyone!

    First, some definitions relating to this post –

    Being = Choosing / Creative = Motivated / Productive = Happy / State = Requirement

    Doing = Accepting / More = Drive / Less = Realization

    Emotionality = The observable behavioral and physiological component of emotion. It is a measure of a person’s emotional reactivity to a stimulus. Most of these responses can be observed by other people, while some emotional responses can only be observed by the person experiencing them. (Wikipedia)

    My aim with this post is to decipher emotionality, its key drivers and relationship to day-to-day environment and circumstance, including but not limited to, home and work life.

    So, let’s start!

    Key Drivers

      • My location
      • Wake up time
      • Grooming time
      • Good coffee
      • Food

    We moved to Abbotsford. I woke up at 6:30 AM preparing for my day. I go about the motions of getting ready – shower, makeup, hair, coffee – and in the process, I am lost. My mind is buzzing, yet it is shut off. I recognize for a brief second, but I haven’t found the reason. You could say I am slightly aware that I have not found my happy place. Too early in the morning, I suggest. Shrugging imaginary shoulders, I am okay with this, because I am just getting ready to go to work. This whole process takes time, it could probably arrive sooner (happiness) if I was paying more attention. Oh, and I should probably mention that my overnight oats make a significant difference. In making me happy. Funny, they don’t always taste so good!

    Relationship to Environment

      • My car
      • My commute
      • Routines, like socializing
      • Wellness activities, like yoga
      • What’s for dinner
      • Time for bed

    I’m in my car, driving my new 8 minute commute. I feel rushed, but it’s okay, it’s not really bothering me. And so, this is my experience from weekday to weekday. The urgency in the situation is that I must recollect reasons why things are going well in my life. New job, great boss, opportunities for team work, collaboration. Fun, yet challenging projects. A ton of writing, well editing really. Weekly touchpoints. My Pinterest strategy. Our marketing video. Learning, growing, the usual stuff. But then, the things that aren’t going so well surface. I haven’t established a workout schedule, I left my yoga mat at the other place, I am stressed over what we’re going to have for dinner and about sleeping early – because that’s my new thing, sleeping at 9:45 PM. I used to be a runner. I just keep thinking about the scale!

    So, my day is a choice of two states – happiness or sadness. As simple as it sounds, this is a product of my environment and circumstance and something that I have to track to ensure that I’m making choices that move me closer toward happiness. Smiling, breathing, accepting. Working, writing, being. These are just a few good things.

    Relationship to Circumstance

      • Busyness
      • Priorities
      • Deadlines
      • Time for evaluation
      • Energy level
      • Motivation level

    At work, I am beginning to see that in an endless sea of assignments (which I am able to complete), the intention of the work becomes lost stacked upon other projects, priorities and deadlines. We should always go back, perhaps a week or so later, and evaluate the work once again. Scrap that. We need to re-evaluate more often, like every other day. What was it for? Did you enjoy working on it? If not, what element made it obtrusive? Was the project completed on time? Will it be put to greater use? Will it lead to larger successes in the near or distant future? I shake my head in disapproval as I re-read this. That’s not the point, Chona. The point is, you have to do, then do again, then do more and finally rest.

    Home and Work Life

      • Choosing states
      • Selecting work
      • Writing
      • Conceptualizing
      • Analyzing
      • Generating ideas
      • Generating answers

    In one example of choosing states, I’ve selected an image. Next, in pursuit of my happiest state, I decide to post it onto social media. The main two reasons being – I realize others will read my post and view my image and this makes me feel satisfied; and two, I am able to practice writing, designing and conceptualizing ideas and this makes me feel pleased.

    The image will be broken down and some sort of analysis will occur. In this post, I have chosen a graphic image with text and the idea that I developed in my mind was pertaining to a milkshake. So, let’s call it The Milkshake. Magic. Something that obviously begets certain levels of pleasure, and contributes toward overall happiness, perhaps even eradicating sadness on the spot. A milkshake does that, as I’m well assured you are aware.

    So, have a read and let me know what you think! I know we will all want a milkshake on a daily basis after this. Wink!

    The Milkshake

    Do we start with the milkshake or whittle it down to the ingredients? In my opinion, productivity starts with desire (I want a milkshake), then the identification of key components (organic strawberries and maple syrup), a timeline (this will take 3 minutes), a deadline (well, it’s 7:45 am so that gives me 2 extra minutes to get to work) and result/outcome (this tastes great, could use some spinach).

    A Doing More with Less stance claims that we don’t necessarily need to examine details (should I add spinach), but instead take a bird’s eye view (look at these 30 options), using creativity to discover (strawberry banana, strawberry raspberry or strawberry pineapple), contribute (let’s add maple syrup) and further existing strategies (let’s add flax and hemp seed) that may or may not need review (is this milkshake healthy).

    This is where creative direction or management comes in. I will listen or be the one to direct, but know that these roles are significant.

    Also, I will always argue that creativity contributes toward success on a larger scale. We may not be marketing for the milkshake company, but the nutritiously delicious and beautiful milkshake we drank at the beginning of our day or in middle of this post contributes toward performance and our overall well being. Expectations.

    If an image (content + creative) has power, does it come from the creator or within? What does that say?

    This post ends with a 3. That’s my mood, not a 4, not a 5, but a 3. And I do appreciate that it’s Valentine’s Day. Perhaps the issue is just that I move too fast, so I’m actually way ahead of time. Yes, that’s what it is. Exactly. Sip, sip!

    Thanks guys!