dan barbercheck - january 2012
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Mar ketingMartial A rt.C o m m u n i c a t i o n s i s a
Dan Barbercheck, President / Executive Creative Director, Red7e
IABC | International Association of Business Communicators Thursday January 12, 2012 –11:45 a.m. to 1:00 p.m.
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I don’t know
martial arts. J a c k a b o ut
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You areUnte a chab le .
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If you need a “ How to,”
You Can’t.
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If it ’s e a sy, you are doing it w r o n g .
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If you are co m f o r t a b l e , you are doing it wrong.
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Go where you’re n ot supposed to go.
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AvoidFormula Fail .
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P e r f e c t i o n is the enemy of the good.
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It is a pro fessi o n a l respo nsi bi lity t o create messages tha t S t and ou t.
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yo u r c o m p e t i t i o n s ’s c o pyw r i t e r s .Ter r or i z e“
”
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You must have a bigger v o i c e because they
have a bigger b u d g e t.
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90% L ik e 10% of Voice
10% DisL ik e 90% of Voice
Managing the Negative
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50% Real ly L ik e 40% of Voice
50% Real ly Ha t e 60% of Voice
Maximiz ing the Buz z
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Shock & Awe in
t r a d i t i o n a l m a s s m e d i a
builds a l arger and more
engaged audience in
n e w m e d i a .
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N o b o d y e v e r b o r e d a n y b o dy i n t o
B u y i n g a n yt h i n g .
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“The nail That s t a n d s u p g ets pounded.”
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I f yo u ca n s e e th e b a n dw a g o n ,
Yo u’v e A lr e a dy m i s s e d i t .
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T h e o p p r e s s i o n o f w e .
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a n dPubl ic rel a t ions is adver t ising
adver t ising is publ ic rel a t ions.
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T h e B i g t h i n g s i n y o u r w a y :• Convention
• Fear
• Bureaucracy
• MiddleManagers
• Inexperience
• Money
• Laziness
• OfficePolitics
• Efficiency
• FactoryMentality
• Regulations
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Bank ers
Doc t ors
Engineers
MBA s
Accoun t an t s
Risk av erse
Da t a Dri v en
H y per Ra t ional
Sys t ema t ic
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B a n n e d W o r d s : Comfor t Z one
Focus Group
De v il’s Advoca t e
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Clie
nt D
olla
rs
L i k eli hood of Fail
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F a cts d o n’t m a tt e r .
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G o o d messages cos t the same as b a d ones.
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The Audacit y of Truth.
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Obfuscation ( old model) v e r s u s
Candor ( new model)
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E xper i e n ce imprisons us.E very a ct is v ir g in.
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Imitation iscamouflage.
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R e w a r d p eo ple for spending time with you.
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Any good message c o m m a n d s a t t e n t i o n ,
but so does a far t in church.
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“Choose a h a r d pleasure.”
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Courage . Confidence .
Persevera n ce .