There’s March Madness.
And then there’s March Marketing Madness.
A small project fell into my lap this week, and I couldn’t help but see how it tied into this month’s sports theme.
A friend in a local East Tennessee business group runs a business called Indoor Billboard Marketplace. He received a very messed-up video ad from a client and asked if I could fix it.
A Must-Watch Video of Sheer Madness
You should watch this video ad right now before reading on.
OK, did you see that marketing madness? If not, I urge you to watch it right now. It’s only 18 seconds.
Are your eyes OK from the rapid-fire display of images?
I should have made you sign a disclaimer first before subjecting you to that video.
Sorry.
But wait until you see the revised video.
What’s a PR Pro Doing Working on Videos?
Yes, I know doing video editing isn’t normally something a PR pro does. It’s just another skill I picked up over the years.
Work in communications for as long as I have (38 years), and when you have the personal mantra of “learning never ends,” you just pick up various ancillary skills along the way.
Anyway, when I saw this, I was absolutely incredulous. Now, I don’t know if a trucker actually produced this video, but if I was a betting man…
Marketing Madness on FULL Display
My client gave me specific instructions on what needed to be fixed in this video. (Which was almost everything.)
He said the scenes flashed by too quickly and asked if I could remove several scenes and make the remaining ones longer.
He also asked if I could make the superimposed text easier to read and if I could add the website address throughout the video.
“Sure,” I said — not sure if what I just agreed to was even possible.
Here’s what’s wrong with this video:
- 14 different pictures quickly flashing by in just 17 seconds. It’s like the entire ad is trying to be subliminal.
- The superimposed text color is too hard to read over the background.
- ALL CAPS are not reader-friendly.
- No website address (not even a hard-to-read one).
- The bird. (If you didn’t notice it, then you’ve been spared.)
Reining in the Madness
When you watch this revised video, you’ll see the following fixes, coinciding with the above list:
- The 14 main images were reduced to 8, allowing for images to display longer.
- All the text is easier to read. The text on the last picture was a little tricky because I had to match the font and the size to place text directly on top of the original text.
- Text is upper/lower case, making it easier to read.
- The website address appears throughout the video.
- I didn’t have the time or budget to fix this highly unprofessional issue because it involved a moving scene and more sophisticated video editing skills.
Upon seeing the updated video, the client wrote, “I more than just like it: I’m very impressed and pleased, and I’m sure they will be as well!”
Nothing like a happy client.
No matter your line of work, compliments are always great, aren’t they?
Other Praise Received
Speaking of compliments (and other feedback)…
Every now and then I hear from a newsletter subscriber, which is fantastic. Last week I promised to share some of the feedback I received. Here goes:
The owner of the previously referred to Indoor Billboard Marketplace told me this newsletter is, “One of two newsletters I read. Good perspectives. It’s a very unique thing you do.”
Michael Smart of Michael Smart PR commented on the Week 22/2024 newsletter headlined, “”The Wisdom Behind Telling the Press All About Your Competition” — “This is a great piece! Excellent recommendation that’s dialed into your target audience and will sift out people you wouldn’t want to work with anyway.”
Long-time PR friend Deborah Genovesi has written to me several times regarding this newsletter. She’s even helped me get booked as a guest on her husband’s podcast. After reading the Week 38/2024 edition where I shared, “10 Relevant Song Titles for PR Pros,” she wrote, “Love this Jeff! As a music lover, I resonate with your selections, lol.”
Since I’m a music lover (although with a very eclectic tastes), I’ve had several music-themed newsletter messages. Referring to the Week 43/2024 newsletter headline, “Where’s That Confounded Bridge?” she wrote, “OK, if you didn’t already have street cred before this, that title clinched it! I instantly started singing The Crunge, one of my fav Zep tunes.”
And responding to the Week 41/2024 newsletter where I shared email copywriting disasters, Deborah wrote, “Goodness, that email is a hot mess. Wow!”
“Working on the newsletter with you is a joy!” exclaimed my business and life partner, Leticia. (She’s a great proofreader/editor.)
Mark Stoddard, the man who taught me advertising copywriting, and who I consider a dear mentor, commented on the Week 33/2024 newsletter headlined, “Finding the Untold Stories of Your Organization” — “Well said. Important.”
And after reading the Week 19/2024 “Me-Centered vs. You-Centered” newsletter, Mark said, “Good stuff. Advertising, marketing, PR principles are immutable.”
This issue also prompted HLTH Code CEO Joel Bikman (and current client) to write, “Nicely done, my friend.”
And then just the other day he emailed, “Thank you for your newsletter, Jeff. I read them and value them (and you).” Thanks Joel, I value your friendship as well — and admire your dedication into creating the most nutritionally complete, highest-quality meal replacement shake. I drink at least one nearly daily. (Shameless plug.)
But for the most part it sometimes feels like I’m writing in a great vacuum, to the ether, to a void in space. Even though my reports show the open rate (which thankfully consistently remains well above the industry average), I never know for sure how many people actually read and (even more important) find value in and enjoy this newsletter.
The Power of Compliments
Even though I’m humbled by compliments and honest, unsolicited feedback, the real point I wish to make is related to last week’s blog post — remember to be conscientious of others’ efforts at all times.
Freely praise and compliment others as often as possible. But as I mentioned last week, it must be genuine, authentic, and heart-felt.
17-Year-Anniversary
Thanks to all of you on LinkedIn who have congratulated me for my 17-year anniversary since I embarked on my third (and last?) entrepreneurial journey, in what’s now known as AuthenticityPR.
Professor Pizzino!
One final note: Milligan University, just 6.5 miles from our home, has hired me as an adjunct instructor to teach an introductory PR course starting this fall. I’m excited to share the knowledge and talents I’ve been blessed with to up-and-coming PR pros. Thank you Milligan University for the opportunity. And thank you to my PR friend Lee Harrison for referring me.
Now I’m praying my future students will say at least these two words: “Great class.”
The 3 Big Takeaways
- If you need a video produced, don’t go to a truck-driving school.
- WRITING COPY IN ALL CAPS IS NOT READER-FRIENDLY.
- Give genuine, heart-felt compliments often. It’ll lift others’ spirits and endear them to you.
What are some of your favorite compliments you’ve received over the years? Do share!
Stay authentic… and press worthy!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s AuthenticityPR’s Chief Authentic Officer and also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University. He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
