YOU ASKED FOR IT

“We could certainly slow the aging process if it had to work its way

through Congress."

—Will Rogers

October 10, 2012SOCIAL MEDIA, DESIGNS ON CEREAL

BRAND OBSERVATIONS OF THE DAYFrom my random collection of info sources, here are some highlights related to the brands of our times...

• I’m attending a digital marketing conference this week and one of the speakers today—Tom Webster of Edison Research—threw out some really interesting stats on Social Media usage... 1/3 of social media users have made a purchase based on a recommendation they received via social media...65% of Pinterest pins are food-related...1/4 of Pinterest users have purchased something they saw pinned by someone else...2/3 of Social Media users own smartphones...29% of Twitter users use it several times a day...17% of users have used Twitter to complain abut a product or service. Why? Primarily so their friends would see the complaint and not necessarily to actually help the company solve the problem.

• I’ve mentioned before that I’m a connoisseur of fine cereals, so an article in Food Network Magazine discussing TWO of my passions (marketing AND cereal) really grabbed my interest. Here are some highlights:

- In the good ol’ days, a cereal box design could hold fast for 7-10 years. Today’s consumer expects much more frequent updates, so it’s not uncommon for cereal brands to introduce new packaging every 2-3 years.

- Many grocery stores carry between 250-300 options.- 80% of cereal eaters read the back and sides of the

box. In a related story, newspaper readership continues to dwindle...

JIM HUEBNERj imh@huebnerpetersen.comCELLULARTELEPHONE970-420-3382

Hmmm.

Brought to you by popular demand of a client, my mom, and some folks I met at a church potluck

From the remaining gray matter of Jim Huebner

Information that will make you smile, groan or think...

Oh, those cute babies.They can sell just about ANYTHING, can’t they!?

© 2012 Hmmm by Jim Huebner

“The difference between the almost right word and the right word...is the difference between the lightning bug and lightning.”

—MARK TWAIN

Words are powerful things. They can trigger wars. They can create great inspiration. And in the case of what we do, they can and do persuade people to action.

I have always been interested in wordsmithing—both the art of selecting which words to use and the way they are ordered to create the flow of an idea. To think that one word, or a series of words, can cause hundreds, thousands or even millions of people to respond to something is fascinating to me.

I recently ran across an interesting study conducted a number of years ago by the psychology department at Yale University. The results identified the ten most powerful words in the English language. While there is always a place for the right word at the right time, it is no wonder we marketers tend to lean on these particular words so frequently in our messages. Following were the words that topped the researchers list...

1) You2) Results3) Health4) Guarantee5) Discover6) Love7) Proven8) Safety

9) Save10) New

While these “top ten” words may not always fit appropriately into the piece you’re trying to write, always take into consideration what words are most relevant and persuasive to your target audience. They do matter. And they can have a direct impact on the effectiveness of your marketing efforts.

Consider what Steve Martin once said:

“Some people have a way with words,and other people...not have way.”

Work hard to be one of those who does. You’ll be surprised at the difference it makes.

Jim Huebner is President of HuebnerPetersen Marketing Communications.The firm was established in 1989 and specializes in helping make manufacturers heroes to their dealer and distribution networks through strategic brand positioning, integrated marketing, and front lines marketing services. You can reach Jim at jimh@HuebnerPetersen.com or on LinkedIn.

WORDS TOLIVE BY

Your word is a lampfor my feet,

a light on my path .

–Psalm 119:105

Choose your words carefully...

...and on its way to the HuebnerPetersen blog...! PAGE2

This information about real estate ads appeared in the Wall Street Journal

last week. The power of the “right” word is truly amazing!