Jayme Soulati, Author at soulati.com

Do Powerful Brands Use Heart?

03/07/2013 By Jayme Soulati

The full-page advertisement in the Wall Street Journal boasts a “four-layered masterpiece” describing the hazelnut swirl atop the new Hazelnut Macchiato by Starbucks. The final words we’re left with (there are only 25 words total) are “Crafted by hand and heart.”

Several years ago, I complained to anyone who’d listen that Starbucks was in bed with the Wall Street Journal. I had never seen so much publicity and positive stories in this national business daily for a brand without the power and global reach of IBM, for example.

Incidentally, IBM is one of the five stocks being attributed for pushing the Dow to record high on March 6, 2013.

The ad we’re seeing by Starbucks today is colorfully creamy with espresso blending into the white latte to show a caramel you can’t resist (I never buy those ridiculously expensive lattes that are so full of calories, too). What is an appeal, suggests Starbucks, is that every barista makes your coffee drink with loving care — from the heart.

I’ve heard of people say that some baristas write a patron’s name on a cup with a cute little heart and a “have a great day” sentiment. I wonder if anyone has ever written a phone number for some cute customer? I think that would be too much heart.

Brands Using Heart Marketing

No other examples of powerful brands using heart come directly to mind, and (I think I just coined a new marketing field, Heart Marketing), so let’s do a scan through the last two days of Wall Street Journals to see whether heart is conjured:

Toyota: Toyota Shakes Up Top Ranks. Apparently, the family-owned car giant is now ready to welcome outsiders with open arms to its executive management. Think that’s a heart-felt move? Nope, just one of necessity for survival.
Clorox: The general counsel of Clorox, Laura Stein, researched the new CEO’s management style to learn how better to work with him. The new CEO, Donald Knauss “likes her go-getter style; ‘she will help anyone who asks for help.'” Heart or get-ahead smarts? I’m saying a bit of both. People who help have to be transparent or it’s just too smarmy.
Honest Tea: I wrote a post right here about Honest Tea and its CEO op-ed in the Wall Street Journal (what is it about the Wall Street Journal and beverage companies?) and in today’s paper that company gets a quarter page of top publicity with three color photos of beverages about Honest Tea’s New Soda. This company does have a heart and I know its guiding principles are about heart. Yes, a good example of powerful brands living by and using heart.

Let’s think of this a bit differently:

The world is a horrifying place for adults who are in touch with global and domestic news.
While the Dow dinks around in record territory and the housing crisis abates somewhat, students are still faced with record tuition at public universities.
Families are still grappling with lack of employment and other personal issues which contribute to red ink.

Is Starbucks on to something? With its subliminal copywriting that its baristas have a heart and care for you; does that work and will that bring in the patrons to order the new Hazelnut Macchiato?

Heart should not ever be taken with a grain of salt. It’s what I’m teaching kidlet — live from the heart, give to others first, focus outward, understand why someone is a bully and try to help them (well that’s a bit far fetched for a kid), but hopefully you get my drift.

Heart and Social Media

Heart computes in social media, too.

There are numerous people asking for help.

In fact, a 16-year-old asked me this week two questions about his brand new social media agency. Did I believe his prices were solid and how could he earn some credibility because people didn’t want to work with someone so young. I gave him my thoughts more than once and I invited him to write a guest post for The Happy Friday series.
How about the young man who found me locally who was writing a book and wanted my help publicizing that book? Now, mind you, that book of his was ensconced with one of those you-pay-we-publish businesses that just wanted his money; however, I spent time with him and counseled him and wrote a website and did a video with him. No charge.

What does your heart look like? How do you live it? I’m not talking about how much love you have for your offspring or spouse or partner. I’m talking about the values with which you live at work. Do you spout off about having heart, “C’mon, have a heart already!” or do you seriously come from a genuine place filled to the core with nurturing and caring and a desire to help, teach, support, share, and develop solid relationships?

Powerful brands can try to use heart to appeal to a patron who is down in the dumps; you, however, have the opportunity to make that a reality — a genuine and authentic reality.

What’s the outcome of all this? When someone you don’t know says to someone you do know who shares it with you, “You know what? I really like that girl, she’s the real deal.”

Enough said. Show me your heart…there’s a place for more love in business and social media. The scuttle butt I’m seeing, reading and hearing hasn’t been from the heart; perhaps it should be a guiding principle for each of us.

By Jayme Soulati

Must-Have Gadgets For Carry-On Travel

03/06/2013 By Jayme Soulati

Never is my carry-on shoulder bag completely packed until the morning of departure when all the gadgets and gizmos required to outfit my mobile office on the go is thrown together with cords flying and battery packs secured.

Because I always want the latest in tech gadgetry, although I’m still using Apple iPad 2 and iPhone 4S with Kindle Fire, the electronic accessories and awesome bags are what I look for to make me happier on the road.

If you could manage one back-pack of electronics and cameras with accessories, here are my picks for your carry-on luggage.

Bear with me as I change it up and we go shopping. What’s your favorite airport to snatch up a gadget? Nothing beats Chicago O’Hare and Denver makes me happy, too.

Gadgets for Business Travel

Wheeled Bag: $$$

Tumi gets my vote for luggage of choice for travelers. It’s durable, the handles withstand heavy ingredients, and the fabric is not easily ripped. Tumi has been creating more carry-on luggage for women in attractive colors, but the standard black for the men is also appealing. Mind you, the prices are not cheap, but you’re not going to replace these bags for 20 years! Quality begets cost savings, for sure!

Nikon J-1 Digital Camera: $$$

I purchased this a year ago and cannot say enough great things about this camera and video recorder. The clarity of images are better than I have ever had with other digital cameras, and it’s simple to use…truly a point and click experience. (Since it comes in red, pink, white, and black, I’m sure you can see why it has vast appeal, too! Here’s a white one with extra telephone lens.

iPad Case (all generations) With Bluetooth Keyboard: $

I bought this at O’Hare; what a perfect mistake! Had I waited to buy it via Amazon, I would not have spent way too much money. I adore this purchase; it has added new life to my iPad2 making it more convenient than ever to carry everywhere just like a light-weight textbook. The keyboard built in is such a dream; no more carrying cases for the Apple wireless keyboard. Very reasonable, too.

iPhone Camera Kit: $

If you don’t want the pricier digital camera (sometimes you need it), then do purchase a camera kit with magnetic lenses, a tripod and case to outfit the iPhone with some gear to keep your trigger finger happy taking photos.
I’ve been told my videos are shaky, so I have this ordered — a complete kit for iPhone 4/4S.

Pivot Power Mini: $

I hate looking around hotel rooms for the free outlet to plug in various devices. With this compact size adapter, you get two sockets and two USB ports; everyone is happy!

Ear Buds by Dr. Dre

This brand is so attractive; have you seen Dr. Dre everywhere? Ear buds are very personal, and you don’t have to invest in an expensive set to be happy. As a woman, I don’t want my curls smushed with a headset over my head and huge ear-muff circles. These are really sound absorbing; nothing comes in from the outside at all. I prefer the light-weight plug ins, and just got some of these at O’Hare (!).

External Battery Pack for All Smart Devices (all phones, devices)

You never should be without external battery packs with tips/adapters for all the devices and mobile computing systems you bring on the road. It will be years before adapters are uniform, so invest in a decent external battery back up so you’ve got power when stranded somewhere without electricity.

I own all of the above except for one item…the Tumi bag is on the wish list. Share your must-haves for business travel; everyone has something different.

We’re Drowning In Marketing

03/04/2013 By Jayme Soulati

It’s daunting being a marketer these days. The lexicon in how we market has widened into an array of confusing methods to attract better brand positioning, growth, ROI, influencer authority, social this and that, and consumer loyalty.

The latest favorite is influencer marketing. Last week on this blog, we took an angular look at Google+, Google Authorship and Influence Marketing.

Buy Influencer Marketing Books

Several books written by peers in my own social circles are must reads to keep us thinking strategically and visionary.

You may pre-order Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing (Que Biz-Tech) written by Danny Brown and Sam Fiorella.

They have been writing it up with a large amount of content on blogs, Google+ Communities, and in comments all over. It promises to be a must-buy and read.

Meanwhile, a dear colleague of mine, Mark W. Schaefer, has written a quick read,Return on Influence, The Revolutionary Power of Klout, Social Scoring, and Influence Marketing, his second book that has hit the corporate world (IBM recently bought 500 copies) and the social media sector by storm.

Because I know all three of these peeps and vouch for their own cred and influence, you ought to consider purchasing these books for your reading pleasure.

Now, back to the topic at hand…If some marketers think they’re drowning, how does a company cope with that?

Does every marketing team need to know every aspect of marketing, or can they learn in a steady trickle?

The good news is, everyone is in the same boat absorbing knowledge and learning new tactics at the same time. How marketers execute on these evolving techniques is how one differentiates.

Here are my thoughts on how companies should stay the course with these basics and never mind the marketing buzz until prepared to address them head on:

Five Marketing Basics

1. Set up a solid team of people with the right mix of marketing for various types of organizations, someone in PR, another knows email and inbound marketing, a copywriter, a social media enthusiast, and someone familiar with advertising for all media.

2. Assess and solidify brand and dust off that mission statement! It’s critical to revisit this to ensure the company is growing in alignment with founders’ goals and vision.

3. Hire Jayme Soulati (shameless, I know) to do your message mapping exercise. No matter if your company is established or just starting, message mapping charts your company’s communication course.

4. Build a responsive website. I’m not talking about a website that looks good on a mobile device; I’m talking about a scalable site that conforms to smart devices and positions calls to action and contact information on the top of the screen followed by all the rest of the goodies. When your company keeps a website that requires visitors to slide windows back and forth, then the message you’re sending is pretty much, “We just don’t care.”

5. Pay attention to social media and engage already. You have to; you just do. In this post-social media adoption era, there are still companies without the basics in place. Companies owe it to consumers to connect via social media channels. If all we get is a direct mail coupon with no other channel, that is grounds for negative online reputation.

Confused about any of the above? Please ask me, I’m right here.

By Jayme Soulati

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The Happy Friday Series: Should Life Be Serious?

03/01/2013 By Jayme Soulati

Not a shred of evidence exists in favor of the idea that life is serious.

~ Brendan Gill

Read that again. Roll it around in your head for a moment. Let it sink in.

Brendon Gill (1914 – 1997) was a writer at The New Yorker for more than sixty years. I have yet to read any of his articles or books (though I have his non-fiction work, Here at The New Yorker, on hold at my local library), but that quote has always stuck with me. When Jayme asked me to write a guest blog, it was one of the first things that popped into my head.

What if life really isn’t meant to be serious?

What if we’re missing the whole point?

I was especially delighted with Jayme’s invitation to the Happy Friday Series because she and I met over a conversation about happiness. It was 2009 and, as part of my pitch to win a writing contest with a “good mood” theme, I put together a fundraiser. Jayme was one of the very few people who stepped up to participate. We were complete strangers, and yet she raised her hand and got involved.

All these years later (Has it really been FOUR years?!?!), we are still friends; and – apparently – we are both still interested in happiness.

Happiness is a funny thing. Everyone professes to be pursuing it, but so many people seem afraid to express it. There’s a strange stigma attached to happy people. I wrote about this in a post on my marketing blog about the power of enthusiasm, “Sadly, happy people are often looked down upon … We assume that they must be missing something. We’re suspicious of people who smile too much. What image comes to mind when I say ‘village idiot.’ How about the expression ‘grinning like the cat that ate the canary’? See what I mean?”

People who seem too happy are often labeled as being “not quite all there.” We are more willing to trust cynics and pessimists. Something in our culture has trained us to elevate the worth of opinions that are based in negativity and doubt the veracity of the happy.

Let’s stop that.
Let’s start a new trend of trusting happy people.
Let’s make it acceptable to show your happiness.
Let’s dare to be happy ourselves.

Can you imagine the possible ripple effect?

Here is a video I originally shared on the blog where Jayme and I met four years ago. It’s guaranteed to make you smile. I hope you’ll share it far and wide and set some happiness in motion today.

P.S. Here’s one more bit of Brendan Gill wisdom, “The first rule of life is to have a good time. The second rule is to hurt as few people as possible. There is no third rule.”

Go forth and be happy.

Jamie Wallace is an award-winning copywriter and marketing strategist by day, an aspiring author by night, and a mom and hopeless romantic 24/7. Find her at suddenlymarketing.com or on Twitter @suddenlyjamie.

Image Credit: Image of dog by J. Star

Google+ Meet Influence Marketing

02/28/2013 By Jayme Soulati

By Jayme Soulati

In developing my piece on Google Authorship, and another one this week on niche networks, I needed a link for the words, “brand evangelist.” What happened in the next three minutes shocked me into writing this piece and made me extremely nervous that Google+ is going to influence influence marketing whether we want it to or not.

The steps that occurred are spelled out here carefully so you can follow along. See what you glean from what I did; do you come to the same conclusion, or not?

My search for “brand evangelist” was returned by Google. I saw a series of Google Plussers who had written a post or piece published on Google+ featuring these key words.
Each of the folks listed were mentioned with their Google Authorship profile. There was a photo as well as the number of people this person had in circles and the number of circles this person was in.
I scrolled down page one of my search on Google to see if I recognized anyone.
Way at bottom, I saw Mack Collier’s name although his Google Authorship information was not included because his post was pre-Google+.
Because I didn’t recognize an author or publication (there were few), I looked more closely at each person’s Google+ profile seeking anything that would help me discern influence.
I saw the quantity of circles each person was in; wouldn’t that mean something? The peep with the highest number of circles would supposedly be more influential, right? And knew what they were talking about? (Remember, this was happening over a minute to find one hyperlink.)
I set out to select the link for the person with the most circles.

Inadvertently, I had just discerned that I would select a hyperlink using someone’s Google+ post content in my blog post based on the quantity of circles associated with that unknown person.

I am agog. I believe strongly that it’s never about quantity; it’s about quality!

I did the exact thing that people complain about Klout for; I associated influence scoring of my own creation and subconscious to determining strength of content and influence.

I knew, without a shadow of a doubt, if I had automatically begun to select someone from a Google search with the highest number of circles, then every other company would be doing the same without a shred of second thought.

What does this mean for how influencers are screened?

Anyone who understands what’s written above understands what I’m getting at…we can hide behind a Klout score because it’s not well-known as an influence metric.

When someone in business plugs in a key word or phrase and watches those with Google Authorship turned on scroll by, then the ones with the most circles wins, right? (Based on what I just experienced first hand, to my utter chagrin.)

One can only hope I’m wrong. Danny Brown, Sam Fiorella, Neal Schaffer? Can you weigh in on this, perhaps?