Guest: Claire Winslow, CEO Best Practice Media joins Emily Binder to discuss the evolving definition of creativity in advertising, plus the problems with the ways that we recognize and award women in business.

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Claire and Emily discuss whether “advertising as we know it is dead” - prompted by Larry Light’s opinion piece in Forbes. The author writes:

The focus on short-term, disposable viewership is an unfortunate byproduct of the digital age. Sustainable advertising campaigns designed to create and reinforce brand loyalty will be a thing of the past.
The love affair with digital, data and devices has eclipsed the understanding that truly creative, memorable, persuasive and consistent advertising has an important role to play in brand building. Advertising is not a single use wet wipe. The primary role of marketing in general, and advertising in particular, is to create, reinforce and increase brand loyalty. -Larry Light

Audience segmentation and funnels are the new form of creativity
We should not limit the word “creativity” to a traditional definition of coming up with the ideas - it’s more than the ideas because it also involves the technical skill and strategizing of promoting the message, which can be done creatively even if it doesn't resemble Mad Men
The evolution of language: it always changes. Look at Olde English. Old people always dog young people - it’s the pattern of humanity.
Instead of taking slogans from traditional media and putting them on social ads, reverse it and let inexpensive social advertising inform the traditional ads which are more expensive to produce:
Case study from Claire's agency Best Practice Media: Buc-ee's Texas road stop, an amusement park/gas station - how Claire’s team is helping Buc-ee's choose effective copy for their road sign using digital (A/B testing 15 slogan options on Facebook to inform outdoor advertising).
More info: Buc-ee's, the convenience-store chain with a cult following and 'world-famous’ bathrooms
Female Founders Are Changing the World. Please Stop Calling Them 'Mompreneurs' and 'She-E-Os': Enough with the cutesy nicknames - Inc piece by Leigh Buchanan

Get in touch with Claire Winslow:

bestpracticemedia.com

Social Media Week Austin: smwatx.com

Twitter: @bestpracticesmm

SPECIAL EVENT: SkillSetters Flash Networking at Project Voice on January 14, 2020

The official Tuesday night event at Project Voice:

Increase the discoverability of your Alexa Skill or Flash Briefing live at #SkillSetters premiere cocktail hour!

Come share your Alexa Skill or Flash Briefing, speed dating style! 50 Alexa Skill creators have the opportunity to give a short elevator pitch for your Skill in 1 minute to each person in the room. After each interaction, guests can scan each other’s QR code badge that opens their Skill on mobile.

You’ll leave with up to 50 new users, new friends, and great ideas! Come network with the #SkillSetters at Project Voice!

YOUR HOSTS: SkillSetters and Finalists for the Flash Briefing of the Year Award:

Emily Binder (Voice Marketing with Emily Binder)

Daniel Hill (The Instagram Stories)

Amy Summers (The Pitch with Amy Summers)

With featured guest Bradley Metrock, host of Project Voice along with Audiobrain and more great sponsors! Register now, spaces are limited.

NLP skills enhance your communication, performance, and relationships. How can we apply these principles to designing voice applications and marketing?

#Voicefirst terminology note: when we say “NLP skills” in this episode, we are not referring to natural language processing or Alexa skills, unless specified.

Corina and Emily discuss Neuro-Linguistic Programming (NLP) in relation to two applications:

From an introspective or self improvement lens, NLP can help you update the operating system of the mind to be more effective in communicating especially in business and sales.
From a marketing and voice technology perspective, a deep dive into language processing is paramount to build effective voice experiences for consumers. As we design more experiences based on voice with assistants like Alexa, Google, Siri, and Bixby, marketers and designers have to harness the power of language more effectively than ever.

Corina Frankie, CEO & Founder of Brand Besties and Certified NLP Coach

Show notes and timestamps:

02:25 “NLP (Neuro-Linguistic Programming) is collection of practical techniques, skills, and strategies that lead to excellence.” -Corina
NLP helps businesses align their values and organization to build rapport with clients and staff and better understand needs and motivations of their customers
03:45 Effective questions lead someone to the answer they may already have
04:10 Language matters - how we communicate and interact with ourselves and others
04:30 NLP helps us understand how the brain works: how do we process information on the inside that comes to us from outside events or experiences? The internal representations we make about an outside event are not the event itself.
05:00 What does it mean if your boss gives you more work than your coworkers? The internal representation (processing) is not necessarily the reality of the event.
06:00 How do we create the thinking we have? Where are customers, clients, and staff coming from in specific situations?
06:20 How do we get someone to want to buy something?

Corina Frankie is a speaker and coach based in Austin, Texas. She specializes in NLP training.

06:40 Everyone has a pain or need. A business tries to solve it. But everyone sees their pain differently.

07:00 Car buying example: do you see, hear, or learn about the car by grasping it?
07:20 Visual, auditory, or kinesthetic apply to a buying decision - are you applying these across messaging to align with your customer?
08:00 Mismatch of enthusiasm and energy (current model of someone’s world) is jarring and can ruin a sale or negotiation
08:40 We are hardwired to mirror each other - this helps
10:00 With Alexa skills or Google actions and other voice apps brands need a consistent, holistic sonic identity to match the rest of their positioning
11:00 NLP 4-Mat System:
The basic premise of the 4-Mat system is that we all have different learning styles. Some people are motivated by Why? questions. They want to know why they are listening to this talk. Others by What? questions; they want information…and probably lots of it! The How? people want to get on and do an exercise, get their hands on it and try it. Then there are the What if? people who want to know how this material applies to their life, workplace or environment.
12:10 The Charisma Pattern plays on kinesthetic, visual, and auditory pattern) - with a voice skill, how do you create a feeling or experience with the way you speak?
13:20 Corina demonstrates slowing down and dropping her voice- like the recommendation for the late night FM radio DJ voice from Never Split the Difference by Chris Voss (highly recommend this book! Click here to order on Amazon.)
14:02 People will tell you their primary representational system if you just listen to their language - pay attention to predicates and verbs people use
14:45-16:04 Corina asks clients their vision for an experience she will create with Brand Besties - she listens for their predicates to find out if they are visual or kinesthetic so she can close the sale by speaking their language, e.g. “Picture this…” vs “How does this feel?…”
16:20 Feeling predicates sheet (PDF)

Connect with Corina Frankie:

Brand Besties - Event Staffing and Promotional Modeling Agency
More about NLP training, coaching, and workshops: email corina (at) corinafrankie (dot) com
Twitter: @CorinaFrankie
Instagram: @CorinaFrankie
LinkedIn
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