Impressions

by Cochran

You. On Twitter. 10 Tips.

Last August, I wrote a post entitled “You is #1.” At that time, I was inspired by a new Yale study which revealed that “You” continues to be the #1 most powerful word in the English language, both online and off. “You” is personal. “You” attracts customers. “You” also attracts Twitter followers and keeps them engaged.

Here are my 10 tips on how You can enjoy more success on Twitter.

1. Be yourself.

2. Use your photo. If you use a logo or other avatar, I won’t get to know you. Unless you’re @HarvardBiz or @fastcompany, without that personal touch, I’ll probably lose interest and unfollow you.

3. Use your online bio to give potential followers a snippet of information about you. Your bio can make or break whether someone wants to follow you or not.

4. Whom you choose to follow reflects on you. Be choosy, and remember, as your Twitter strategy evolves and your standards change, you can unfollow anyone at any time.

5. Tell me something about you. This doesn’t mean “Here’s my company name, what I do and please buy something from me.” Tell me something about you. “Happy Birthday to you, Mozart” tells me you’re interested in classical music. “Meet you at the live music milonga tonight at 10” tells me you’re interested in tango. “Think you’ll appreciate today’s op-ed by @NYTimesFriedman on healthcare reform” tells me even more about what interests you.

6. Ask my opinion. Show that you’re interested in me, in how I think and in the issues that matter to me. “What do you think about the new iPad? Is it just an iFad or here to stay?”

7. Ask me what I’m doing. Questions like “What are you reading lately?” or “What are you listening to on your iPod right now?” can really start the conversation.

8. Do tell me what you’re doing, but do so in a way that reveals more about you. Rather than tweeting “I overslept this morning,” a more engaging tweet might be “Stayed up way too late last night reading Roger Martin’s new book, The Design of Business. Overslept, but it was worth it.”

9. Tweet your thoughts. Sure, re-tweeting is encouraged and adding links to other people’s content is an effective strategy. But, make it a priority to regularly post your own thoughts. What is important to you right now? Share that with me. At least 20% of the time, post tweets in your own words. Let me know you can think on your own, that you have opinions and that you truly wish to foster a relationship with me.

10. And, be yourself. (Did I mention that?)

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February 3, 2010 Posted by | creativity, design thinking, social media | , , , , , , , , , , , , , , , , , , , | Leave a comment

2009: Journey Into the Marketing Unknown

A close friend recently sized me up this way: “You’re most comfortable residing in the ‘unknown’ because that’s where the most learning takes place.”

If that was an accurate assessment, then 2009 was definitely my best year ever. It was chock full of unknowns.

After 10 years as the owner of a marketing and creative design group, all of a sudden, new customers were not beating a path to my door as readily as before. Even long-time customers were scaling back on their marketing initiatives. I took a deep breath and began brushing up on my sales skills, reacquainting myself with some tried and true methods and attending a seminar or two to learn some specific tactics for selling in a down economy.

The marketing and advertising industry was in serious change mode well before the economy took its nosedive. The Internet had already changed everything. No longer were companies relying solely on traditional print and broadcast media to market their products and services. There was and continues to be a whole new set of skills necessary to compete as a marketing professional.

Several years ago, the unknowns of the online world began presenting themselves to me. Website design and email marketing were quickly becoming prerequisites for maintaining a viable business model. In true form, I jumped into those unknowns with both feet, learning as I went and happy to be doing so.

Much to my delight, even more unknowns showed up in 2009. The year has found me gaining fluency in search engine optimization, blogging and social media, especially Twitter. And, I’m reading everything I can get my hands on about design thinking to learn how better to help my business and my customers’ businesses grow in more innovative and human-centered ways. Books of particular note include Ideo’s Tim Brown’s “Change By Design” and “The Design of Business” by Roger Martin, Dean of the Rotman School of Management.

Despite the unruly and disruptive nature of 2009, I was a bit sorry to see the year come to a close. However, I have a sneaking suspicion that 2010 will present even more unknowns to us all. The pace will quicken too.

Let the learning never end.

January 2, 2010 Posted by | creativity, design thinking, Marketing, Online Marketing, social media | , , , , , , , , , , , , , , | Leave a comment

10 Ways To Help You Get Creative

Note: Hearing that 10 is a magic number as far as the search bots and retweet-ers are concerned, I’m consolidating my two earlier posts into one.

Aren’t Feeling Particularly Creative These Days?

You’re not alone. Many people admit to being so distracted by the avalanche of stimuli demanding their instant and constant attention that they have lost the ability to be creative. Here are ten tips to help get you back on a more creative track:

1) Do a little something new every day. By challenging yourself to make even a small daily change to the status quo, you’ll unleash some pent-up creativity. Examples: Take a different route to the office or to the coffee shop. Or, order something you’ve never tried before at the cafeteria or lunch counter. Who knows? All this newness could become a creative habit.

2) Talk to interesting people. Seek out people who challenge you to think about topics that are new to you. Everywhere you go, try to catch the eye of someone who looks interesting or different. Start the conversation yourself. You’ll both benefit.

3) Take a walk. When in doubt, take a walk. (This one, I learned from my dog). Walking out-of-doors stimulates your brain cells. Just the act of moving around puts a creative new spin on things.

4) Turn off the TV. As “creative” as some of those sitcoms may be, just sitting and staring at a screen is no exercise for your brain (right side or left).

5) Listen to Bach. More than any other composer, Bach’s music is so orderly and exquisitely structured that, just by listening, we get the equivalent of “defragging” the hard drives in our minds. You’ll immediately feel less cluttered. Trust me: it works and you’ll enjoy yourself in the process.

6) Get away from your computer. Many creatives claim they are creating at their computers. I disagree. I believe creativity happens when we disconnect from technology, at least temporarily. Our computers and accompanying software are simply tools for executing our creative ideas.

7) Limit yourself. Yep, that’s right. Research shows that when you have too many options (the proverbial blank slate), you can actually hinder creativity. When you begin a creative project, allow yourself just a few tools and make up some ground rules. By boxing yourself in a bit, you’ll force yourself to be more resourceful and creative. Try it!

8) Learn to tango. The true Argentine tango is the most improvisational of all dance styles. After only a couple of lessons with a good instructor, you’ll learn the few basic steps. Then, you and your dance partner can step out at a milonga and create your own dance according to the mood, the music and what you wish to communicate to each other. Argentine tango may be the only dance form that allows for unlimited creativity. There are no wrong moves in tango.

9) Fall in love. (Note: Can be combined with #8.) According to a new study at the University of Amsterdam and recounted in Scientific American last week, thinking about love triggers global processing which, in turn, promotes creative thinking. According to the researchers, romantic love induces a long-term perspective and allows the mind to make remote and uncommon associations. I’m convinced!

10) Travel. Akin to the global processing theory of #9, traveling spurs creativity in most of us. Getting away, near or far, stimulates our minds and clears out past clutter. In particular, travel to unusual locales opens up our minds to new ways of looking at things. Supposedly, even just thinking about traveling can get those creative juices flowing. (And, yes, you have my permission to book that trip to Buenos Aires to learn the tango right away!)

Let me know your thoughts. How do you get creative?

October 9, 2009 Posted by | creativity | , , , , , , , , , , , , , , | 2 Comments

Five More Ways To Get Creative

As a followup to my earlier post, here are five more ways to spark your creative fire.

1) Get away from your computer. Many creatives claim they are creating at their computers. I disagree. I believe creativity happens when we disconnect from technology, at least temporarily. Our computers and accompanying software are simply tools for executing our creative ideas.

2) Limit yourself. Yep, that’s right. Research shows that when you have too many options (the proverbial blank slate), you can actually hinder creativity. When you begin a creative project, allow yourself just a few tools and make up some ground rules. By boxing yourself in a bit, you’ll force yourself to be more resourceful and creative. Try it!

3) Learn to tango. The true Argentine tango is the most improvisational of all dance styles. After only a couple of lessons with a good instructor, you’ll learn the few basic steps. Then, you and your dance partner can step out at a milonga and create your own dance according to the mood, the music and what you wish to communicate to each other. Argentine tango may be the only dance form that allows for unlimited creativity. There are no wrong moves in tango.

4) Fall in love. (Note: Can be combined with #3.) According to a new study at the University of Amsterdam and recounted in Scientific American last week, thinking about love triggers global processing which, in turn, promotes creative thinking. According to the researchers, romantic love induces a long-term perspective and allows the mind to make remote and uncommon associations. I’m convinced!

5) Travel. Akin to the global processing theory of #4, traveling spurs creativity in most of us. Getting away, near or far, stimulates our minds and clears out past clutter. In particular, travel to unusual locales opens up our minds to new ways of looking at things. Supposedly, even just thinking about traveling can get those creative juices flowing. (And, yes, you have my permission to book that trip to Buenos Aires to learn the tango right away!)

So, what ways have you found to get creative? Post your comments.

October 7, 2009 Posted by | creativity | , | Leave a comment

My Twitter “Aha” Moment

As a marketing professional, I am regularly asked, “What is Twitter?” or “How does Twitter work?”

I’ve been using Twitter for about a month now and am learning much with each successive inbound and outbound tweet. I’ve read one of the many books on how to use Twitter effectively in business. I’ve also been talking with other Twitter users about their experiences with this social media phenomenon.

This morning, though, when I was offline, I had my first Twitter “aha” moment. It happened during my weekly business networking meeting. (Yes, the one that convenes at 7:15 a.m. each Wednesday) Turns out, that’s when I’m freshest mentally, before being bombarded by all the various messages and stimuli du jour.

When it came time to give my 30-second commercial, I mentioned my name, company name and quick list of services I provide (as usual). Next, I quoted from an article that I had just read online and how, historically, companies that continue to focus on marketing and advertising during a recession, benefit from increased market share for many years following the recession.

First, simply by passing along that information, I built credibility for Cochran Creative Group. Then, no fewer than four other members of the group tagged on to what I had said within their own commercials, agreeing with me and adding their own personal touch to what I had stated. In each case, the member publicly endorsed me by name. My credibility level was elevated within the group just by having four other members listen to what I had to say, repeat it (“re-tweet” it in Twitter-ese) and add to it. There were approximately 50 business people in the room so, assuming they were all awake, my “marketing during a recession” mention received 250 impressions! That meant 250 impressions for Cochran Creative Group within a span of a few minutes, helping to further position me as an expert in my field.

This is exactly what happens every day, tens of thousands of times, at a rate of 140 characters per tweet, among the millions of Twitter users around the world. Think about it. The possibilities are mind-boggling!

Please comment, sharing your own Twitter “aha” moment and/or how you’re embracing Twitter within your business.

September 30, 2009 Posted by | social media | , , , , , , , , , , , | Leave a comment

How Do You Get Creative?

Aren’t feeling particularly creative these days?

You’re not alone. Many people admit to being so distracted by the avalanche of stimuli demanding their instant and constant attention that they have lost the ability to be creative.

With concerted focus on your part, you can regain your creative edge. Here are 5 tips to help get you back on a more creative track:

1) Do a little something new every day. By challenging yourself to make even a small daily change to the status quo, you’ll unleash some pent-up creativity. Examples: Take a different route to the office or to the coffee shop. Or, order something you’ve never tried before at the cafeteria or lunch counter. Who knows? All this newness could become a creative habit.

2) Talk to interesting people. Seek out people who challenge you to think about topics that are new to you. Everywhere you go, try to catch the eye of someone who looks interesting and start the conversation yourself. You’ll both benefit.

3) Take a walk. When in doubt, take a walk. (This one, I learned from my dog). Walking out-of-doors stimulates your brain cells. Just the act of moving around puts a creative new spin on things.

4)  Turn off the TV. As “creative” as some of those sitcoms may be, just sitting and staring at a screen is no exercise for your brain (right side or left side).

5) Listen to the music of Johann Sebastian Bach. More than any other composer, Bach’s music is so orderly and exquisitely structured that, just by listening, we get the equivalent of “defragging” the hard drives in our minds. You’ll immediately feel less cluttered. Trust me: it works and you’ll enjoy yourself in the process.

Let me know your thoughts. How do you get creative?

September 22, 2009 Posted by | creativity | , , | 2 Comments