Now, if you’re thinking this seems like an odd time to run a text marketing campaign you’re not the only one. Even the Gold’s Gym executives aren’t sure what happened. So if you, the owners of Gold’s Gym, and a thousand customers all agree that this was a terrible idea, how in the name of all things marketing did this happen?

Let’s go back a few months.

Gold’s Gym is looking for a way to spice up their marketing efforts and take advantage of modern technologies available. They partner with a text marketing company who promises them a strong return on a text campaign. It’s less expensive than traditional media and it's more targeted than email marketing. All around, it seemed like a good idea at the time. So, someone up top pulls the trigger and just like that, the campaign is on. A few promotions are thrown together for the holidays, customer phone numbers are uploaded into a database, and with the push of a button, 13,000 texts flood the network.

The result? A whole bunch of angry customers, angry management, and one happy text marketing agency.

Ok, ok, so maybe the text marketing agency wasn’t exactly happy, but they certainly aren’t as concerned as Gold’s. After all, their name isn’t the one being cursed across the state. So how does one avoid the dangers of a failed marketing campaign?

First things first: Research the agency you are working with and NEVER settle for the cheapest option. Does that mean the cheapest wont ever be the best? No, but it certainly shouldn’t be the only basis on which a decision is made. The costs associated with the clean up of a PR disaster like this far outweigh the savings from going with a cheaper marketing campaign.

Next, don't trust an idea based on the principle that “everyone is doing it!” Sure, everyone has cell phone and most people text. But that doesn’t mean marketers should exploit it! Cell phones can be excellent tools for marketing purposes. Look how Groupon has taken advantage of app development in order to vastly increase its reach to consumers. It's a five star app, and that's hard to do! I have it on my phone and I appreciate the updates I receive throughout the day. However, I don't have to experience Groupon texting me throughout the day and night to know that I would certainly hate that. This goes back to the corner stone of marketing principles: Just because you CAN doesn’t mean you SHOULD.

Sure, text marketing can be successful. When its done strategically developed and executed correctly. All the more reasons why it is critical you pick a firm with proven experience and one you can trust.

Know whom you are working with and make sure their best interests are your best interests. I don't presume to know the intent of the text marketing agency that polluted Gold’s Gym’s image, but I can tell you I haven’t read one word suggesting they’ve done anything to fix it. Successful marketing campaigns hinge on trust between client and marketing group! If you wouldn’t trust them to run your company then don't trust them to represent your company.

Marketing can be a rough world. Sometimes campaigns work better than expected and sometimes they fail miserably. But your odds lean in your favor if you can trust those you’re working with. If they’re not requesting collaboration throughout the process they’re not working for you, so watch out.

Don't let this scare you, let it guide you. Marketing is fun, exciting, and can change the pace by which a business moves in an instant. Good luck and expect a call from us around 3:00 a.m.! I hear everyone’s doing it that way.

Logan is a great place to live and those outside its boundaries are beginning to recognize this. In recent months, the town we call home was at the top of some pretty major lists. Logan has been ranked...

Not too bad, eh? We like to think that in some small way we're contributing to making our city a better place. We're proud to call Logan our home!

Photo by Joe Shlabotnik

We've been posting a video each day while we count down the 12 days preceding Christmas. Here are the links, in case you may have missed it:

Enjoy your holiday! We'll be back on Tuesday.

So, in a world full of so much … much, how can your organization or business stand out? The answer is simple: Become the expert and they’ll come find you.

Although the answer may be simple, the execution may be a bit more complex, but it certainly doesn’t make it impossible. It just means you need to more strategic in how you approach your industry.

For example, sending out a press release because the CEO of your online cubicle company won a yacht race in the Bahamas doesn’t exactly scream ‘newsworthy.’ Few journalists, if any, are going to want to pick up that story. What people often don't realize, however, is that newsworthy events happen every day; you just need to find out how it relates to your business. Say recent legislation is pushing for more government censorship of social media sites. What could that mean for businesses utilizing social media for marketing purposes? Now all of the sudden it matters what the CEO of your online business has to say. He is part of the picture … he can be the expert. He’s knowledgably, he’s experienced, and most importantly he quotable.

The idea isn’t to lie to people. If you’re not the expert, don't pretend to be. But opportunities present themselves everyday for businesses to contribute valuable knowledge and useful information to an audience searching for guidance. Blog posts, press releases, white papers, self-published articles all contribute to the overall appearance of expertise, but they must be strategic in their delivery.

That's where a firm like Advent Creative becomes useful. It’s our business to know what’s newsworthy and to help clients identify that within their own organizations. We research what’s being said and what others want to talk about. We plug you into the conversation and help you stay there by delivering targeted messages and contributing quality information. Once we’ve found your niche, we paint you as the expert and do everything in our power to share that with others.

Once the ball gets rolling, it will be almost impossible to stop. In a world of so much stuff, we don't have nearly enough experts. Become the expert and find yourself perched atop the “best 1000 websites of whatever” list!

Originally used for tracking, the QR code—or "quick response" code evolved into something marketers could use to bridge the gap between print materials and the digital realm. This was made possible as more and more smart phones became capable of scanning QR codes. By placing a QR code on a print piece, the viewer can scan the code on his or her web-capable smart phone and be directed to the link immediately, rather than trying to remember the URL and typing it in manually.

As sometimes is the case, technology precedes training. We've seen QR codes in all the wrong places: highway billboards, city buses, website ads, clothing and other places where scanning them would be very difficult. Well, what about when they're used in the RIGHT places? A recent study shows only about 1 in 5 college students were able to scan a QR code when asked. These were people who were motivated to complete the scan. An everyday audience will require a greater incentive.

Should you be using QR codes in your marketing materials? Short answer, it depends. Here are some quick tips:

Before you go any further, make sure to setup a custom URL you can track, that way you can tell if people are using your code. And for goodness sake, make sure the site your linking them to is mobile friendly! Generating the QR code itself is actually pretty easy. There are several sites providing this service free of charge, for example QRStuff.com. One piece of advice when creating the code. If your URL is long, try using a URL shortening service like bitly. This will result in an image with fewer "blocks" and mobile phones will have an easier time interpreting it. Finally, place the URL near the QR code so those without smart phones can still access your content.

QR codes are a great way to link to digital content from print media. They can give your audience instant access to additional content and reinforce the value of your offering.

However, do not feel like you have to start using QR codes because it's the "thing to do". Like other marketing avenues, QR codes shouldn't be viewed purely as an asset. Misusing QR codes can be a liability. Remember when your mom tried to use slang when you were a teenager? Yeah, it's like that when you misapply QR codes to your collateral. Besides, resources might be better allocated elsewhere. I mean, why place a barrier between consumer and content if you don't have to? An out-of-place QR code can be distracting. Bottom line, it's about enriching the customer experience and with any effort it's important to ask if it adds value or diminishes it.

CRO should not be confused with search engine optimization (SEO) or search engine marketing (SEM). These efforts are intended to generate more traffic to a website. CRO does not generate more traffic, it does more with existing traffic. Before conversion rate optimization, an e-commerce site might average one sale for every 100 visitors. After optimization, this same site might get two sales for every hundred visits. Often times, this type of optimization is more cost effective than trying to double traffic to accomplish the same result.

It starts with defining goals. You'd be surprised how many website owners have trouble explaining why their website exists. Clearly defining conversion goals lays the foundation for all further efforts. Properly tracking visitor habits is the next step in optimizing a site for conversions. We've shown you how to set up tracking using Google Analytics in a previous article. From there, we generate a custom report called "Quality of Sources". This identifies what sources of traffic are most likely to result in conversions. This is where we can start to evaluate the effectiveness of SEO, SEM, and advertising campaigns. The next step involves reviewing the website to make sure it delivers on promise it used to attract traffic. For example, if a banner ad might be better directed to a specific landing page, rather than the homepage. Perhaps the campaign should have its own landing page. Maybe the ad needs to be re-written. The process repeats itself until the site can no longer be optimized.

CRO is not necessary for a website that has no conversion goals or conversion goals that aren't trackable. For example, a site with a goal to make people laugh might not benefit for CRO. For everyone else, the answer is a resounding yes! CRO gets straight to the bottom line and improves the goals that really matter.

Fill out the form on this page and in the description mention you want a free 20 min CRO consultation.

If you've ever been to Moab, you know there's no other place on earth quite like it. If there's one thing Moab is famous for, it's the unique red rock structures formed from years of wind and erosion. Where there's red rock, there's red sand, and that stuff gets everywhere! In your shoes, in your car, in your tent, etc. Well, moabutah.com was looking for a way to encourage tourism. We thought the best way we could entice visitors would be to give them a tangible reminder of all that is Moab. We decided to mail would-be travelers a small vile of authentic Moab red sand. We're pretty sure it's the only addictive powdery substance that can be mailed legally! With each vile we included a print piece highlighting familiar activities such as biking, hiking, and off-roading. Our unique approach to promote tourism attracted more traffic to the website and re-kindled an interest in those who were considering a trip.

Google will use the meta description you provide as long as it is relevant to the content within the page. (If not, they'll use an excerpt from the page.) One trick you can use to write effective descriptions is to treat them like a text message. Messages sent from a mobile phone must be less than 160 characters, so right away that tells you to be brief. Pretend you can only send one text to your friend to tell them why they should visit the page you are describing. This will help you include only the most essential information. Remember, with a meta description, you are not trying to explain the entire page. You are not even trying to give an overview. You are trying to get someone to click on the link. That being said, it's OK to create a little mystery. Pique their curiosity!

For inspiration, look to Google Ads just to the right of the organic results. Often these text ads are much more effective at entices people to click the link. Getting on the first page of Google won't maximize your efforts if you have a low click through rate (CTR). When you treat your descriptions like text messages, you'll be more likely to get clicks, and more clicks equals more conversions!

Over the summer, Netflix announced it would be raising prices. The popular $9.99/month plan that included both snail mail DVDs and online streaming would be separated into two separate services, each charging $7.99/mo.

Naturally customers weren’t happy.

In an effort to make things right, the company issued an apology for poor communication and announced it would turn the DVDs-by-mail division into its own company called Qwikster. The announcement did not include returning to the former price.

Tweeters across the internet mocked the name, and really, the whole idea. Earlier this week, in an unexpected move, Netflix announced it was killing Qwickster, but the price hike remained in effect. According to SNL, it went something like this:

Where have we seen this before? In a previous article we contrasted The Gap and Apple. The Gap rolled out a new logo only to quickly pull it back following a public backlash. Apple, on the other hand, kept the iPad name despite its ridicule. What made the difference?

It always comes back to a strong brand.

Netflix rushed out Qwikster. The name, the logo, the tagline...the whole identity. It's really, really hard on a brand when it doesn't have a sturdy foundation. There's nothing to base decisions on, so when they have to be made on a whim, mistakes happen. Conversely, a well-developed brand aligns its goals with customer demands, but it doesn't let customers determine its future direction. Good brands lead, not follow. They act as a representative for the customer, not a scapegoat. They innovate solutions for problems customers don't even have yet. They reassure customers when they are uncertain. With all these responsibilities, no wonder a brand must develop its own identity first, then have a strategy for protecting it.

Want to know if your offering is really unique? Answer this one question:

Do you feel like you have way too many competitors?

If so, it could mean your focus is too broad. If you're not sure how to answer that question, here's a follow up: How often do you refer customers to another organization who could better meet their needs?

If you can confidently say you refer–or are at least willing to refer–customers elsewhere, that's a good sign. It means you are confident enough in what you do. At least well enough that you don't feel threatened by others who do similar work. However, if you are frustrated because you feel like others are encroaching on your turf, it's time to buckle down and define what sphere you want to own.

Every organization should have a unique selling proposition or USP, a statement identifying its competitive advantage. How is this developed? Is your company the first, best, or only organization to do something? Start there. If you have a good answer to just one of these three items, that might be enough. The next step is to evaluate whether or not your answer is relevant to potential customers. Developing a unique selling proposition is similar to coming up with your hedgehog, which we've written about previously. After finding your niche, make sure you can actually deliver on your promise. Unless you're advertising to Buddy the Elf, your offering won't be believable if it's too outrageous.

Once you have a strong USP, marketing efforts should center around this one-of-a-kind product or service. Companies with a solid USP aren't as affected by external factors because they sell things that cannot be found anywhere else. They are OK with being known for one thing because it means they get to own that space in the market.

The members of Spinal Tap would argue there is. When presented with the album art for their Smell the Glove album, they weren't convinced simple was superior.

So where is the line between beautiful simplicity and overly basic? I once heard a comparison between a unicycle and a bike in the context of simplicity. Mechanically, the unicycle is very simple: The crank arms drive the wheel directly, the seat attaches to the fork, and the rider only has to worry about one wheel going flat. However, try to ride that baby up a hill to fetch groceries! A unicycle isn't practical. A bicycle, on the other hand, is capable of so much more. It's worth adding another wheel, a chain, and a set of brakes because those things make the final product much more useful.

I guess that's what it comes down to then. Usefulness, right? Complexity isn't a problem when it serves a purpose. The cars we drive and the computers we use are very complicated pieces of machinery, but we're OK with it because they serve a purpose. Speaking of cars, let's look at a couple ads from the last Superbowl.

This ad from Kia is about as elaborate as ads get. Crazy special effects, explosions, chicks in swimsuits, space ships, etc. But what's the message?

This commercial makes it look like Kia is "The Ultimate Driving Machine". The only problem is, BMW owns that domain. People don't buy a Kia because it can handle anything. They buy a Kia because its affordable and has a good warranty. Incidentally, everyone knows that if you want time travel, a DeLorean is the obvious choice. Low prices and long warranties are Kia's competitive advantage. What would I have done?

They could have shown two guys on their way to Superbowl LV (10 years into the future), in a Kia, reminiscing of Superbowl XLV (current Superbowl) and discussing the great game between the Packers and the Steelers. The punchline could be something like, "although nobody remembers that game and most of the players are retired, my Kia is still under warranty." Any concept that creatively demonstrated how long a 10-year drivetrain warranty really is, would have simplified production.

Take a look at this spot from Volkswagen:

Volkswagen's brand has always been a little quirky and fun; a company known for interesting features. This ad nails it. it shows off the cool auto-start feature of the vehicle without being in-your-face about it. The VW ad isn't any less creative than the Kia ad. In fact, I'd argue developing the strategy for the VW ad required more creativity. However, compared to the Kia ad, it's relatively simple.

Simplicity doesn't mean dumbing it down to the lowest common denominator. It means eliminating all the unnecessary or superfluous elements. It means whittling away anything and everything that will distract from the ultimate purpose. Embellishments and polishing are sometimes added to cover up for a convoluted purpose, but it never works. The best engineers, architects, writers, and designers cannot compensate for unclear direction or purpose. The secret to simplicity begins with a clearly defined purpose. A good idea will look good sketched on a napkin, and can only be improved upon. The trick is not to be so hasty in creation and development, that the concept gets neglected.

Einstein summed it up best when he said "Everything should be made as simple as possible, but not simpler"

Not only did the establishment of core values provide a foundation for these important documents, it provided the talking points for Abraham Lincoln’s famous Gettysberg Address. Moser observes:

Lincoln didn’t have to start from scratch. He knew that the principles he called to recollection were the same ones that the country was founded upon. They mattered then so they would matter now. Likewise, a company strategizing a new marketing campaign won’t have to start from scratch if it has clearly defined core values from the get-go.

A symbol’s power comes not from its visual experience alone, but the core values it represents. Just look at the Utah’s state bird: a seagull. A SEAGULL? A lousy squawking scavenger bird that frequents landfills and picks up trash left at the beach? Alabama’s state bird is the yellowhammer. Now THAT sounds like a cool bird. Why on earth would anyone choose a seagull to represent the state of Utah? Those familiar with the state’s history recall a famine in June of 1848 that almost destroyed the early settlers’ crops. Crickets were devouring their food supply. When all hope seemed lost, a swarm of seagulls filled the sky, devouring the pesky crickets. The crops were saved. In 1913, a monument was erected in honor of the gulls. Birds sit on monuments; monuments aren’t made for birds! But hey, it’s not the bird itself that makes a powerful symbol–it’s what the bird stands for. Utah could have picked a falcon because they thought it looked cool, but that decision wouldn’t have been meaningful or effective.

A symbol doesn’t have to be “cool” to be great. It just has to be relevant to its audience. The famous Nike Swoosh, for example, wasn’t hailed as a magnificent creation when first conceptualized. The logo was almost too simple. However, Nike co-founder Phil Knight, his team, and a young designer had a vision for the future of the brand. Through focused messaging and branding efforts, the Swoosh became an international symbol for perseverance and determination. It stands today as one of the most iconic–if not the most iconic–logo of all time.

Clearly defined core values and a logo that symbolizes them are essential first steps in building or rejuvenating a brand. However, the work doesn’t stop there. After drafting The Declaration, the U.S. still needed a Constitution and Bill of Rights. Similarly a brand needs guidelines. These are the essentials:

These form the building blocks for a brand and will guide daily decisions. Establishing these marketing statements will safeguard against impulsive, reactionary decisions. Formulating a brand strategy isn’t something successful companies do once they are established. Rather, they establish a brand strategy to become a successful company.

Logic argues that a brand should gain popularity by doing whatever customers demand from it. History, however, reveals the most successful brands lead with confidence, often pioneering innovations that aren’t immediately popular when launched. Authentic brands don’t allow criticism to dictate their direction. When The Gap launched a new logo in 2010, people were livid. Raging mad. Over a logo! Instead of sticking by the decision, The Gap quickly retreated back to the safe haven provided by the former logo. Wise brands, on the other hand, are willing to accept the fact that they won’t win everyone over. When Apple released the iPad, people joked if it was a feminine hygiene product. The name was ridiculed on late night TV! How much worse could it get? But did Apple back down? No. They held their ground. Brands like Apple aren’t concerned with the peanut gallery. Instead they concentrate on forming meaningful relationships with customers who matter. These are the type of customers who will become fiercely loyal. They will recommend the brand to friends. They are the ones who will, in large part, determine the brand’s ultimate success.

It’s amazing what some companies will pretend to be in order to impress customers. An unclear identity will confuse and frustrate customers. As Albert Einstein once said, “If you judge a fish by its ability to climb a tree, it will live its whole life believing it is stupid”. Smart brands play to their strengths.

It’s important to understand that a brand’s value is not intrinsic. Ultimately, the customer determines how much a brand is worth. However, an organization can influence customer perception though consistent messages and visuals. Effective brands know who they are and they act like it. All the time. From the way they answer their phone, to the way they package their products, to the writing on their website; there is no questioning who they are. Although Geico has used a caveman, a gecko, and a googley-eyed stack on money to sell its product, the message doesn’t change. A 15 minute phone call could save you 15% or more on car insurance. The truth is a 30 minute phone call could save no money, but saying it enough times makes it more believable. Wise brands realize brute repetition is as important as brilliant creativity. Customers are people and sometimes people are in the middle of a meeting, tending to needy children, playing a game, or driving a car when they’re exposed to a brand. Creativity will win their attention, but repetition will help them remember the message.

People choose brands as an outward expression of who they are. No wonder branding requires so much strategy! It must appeal to real people with real aspirations; who often make decisions based on emotion before logic. Therefore, the logo chosen to represent the brand must mean something. This symbolic element can’t just look good. It has to stand for something––something relevant to the people who wear it. For this reason, a logo ought not be developed until the organization defines what it stands for and what it wants to be. If these things are truly important they will be written down and strictly adhered to. Without consistency in outward expression, a brand’s authenticity will be called into question. Branding is either an asset or a liability. This is why a brand is so much more than a logo.

You may recognize the Sobakawa Cloud Pillow from an infomercial. It's hard to spot, but in the upper right corner you'll notice the "As Seen On TV" icon. The box is filled with text explaining why you should buy the product; it's comfortable, it's contoured, it has over 10 million beads, it comes with a free pillow case. The name of the pillow (or company?) appears three times in a different font. The box works really hard to win you over.

Compared to the Sobakawa packaging, the memory foam pillow from Malouf is relatively simple. There are no callouts or blocks of text to explain why this pillow is superior. The name of the company appears only once on the front of the box and the font is so small, it's almost invisible.

Both pillows sell for about $25 on Amazon, and both have several reviews from satisfied customers. Each company sells a lot of pillows. It seems like branding didn't even make a difference then right?

Let's dig a bit deeper.

As far as I can tell, Sobakawa only has one pillow in its line: the Cloud Pillow. Malouf, on the other hand, has a memory foam pillow, a dough pillow, a gelled microfiber pillow, a Taylay Latex pillow, and pillows with a blend of those materials. By building a strong brand, Malouf is able to communicate what it stands for without having to write it on the box. When you buy a Malouf pillow, you know it's going to be comfortable–no matter what the material. If for some reason the pillow you ordered doesn't fit your style, you know they probably have something suitable. With the Sobakawa, it's all or nothing. How long will they be around if something goes wrong? It's hard to say.

As intangible as branding can be, we start to see the difference it can make by comparing these two pillows. When selling a single product on an impulse buy, such as the Sobakaw Cloud Pillow, the ShamWow, or the Snuggie branding may not actually be worth it. However, if a company wants its name to stand for something and lend its reputation to a long line of products, branding is a necessity.

The lack of consistent rain requires property owners to nourish the lawn by carrying water to it. There are many methods to water a lawn, sprinklers being the most common. You've probably seen the different styles. Sprinklers that spray, sprinklers that woosh, sprinklers underground, sprinklers overground, sprinklers on a pole, and so forth. You may have even seen someone watering the lawn using nothing more than a hose and a thumb.

Which method is best?

I would argue the best method is the one that requires the least amount of effort, time, and supervision. The best method to water the lawn is the method that is the most automated.

As we've worked to improve our efficiency at Advent Creative, we've realized there were places we were watering our metaphorical lawn with a hose while the sun beat down upon us. It's painful to see someone watering their lawn mid-afternoon when the water evaporates before it even reaches a blade of grass. It's painful to see processes that aren't executed as well as they could be. We can't get better if we don't honestly evaluate our efforts, though.

Some use the excuse they are too busy to implement a new process or improve upon existing processes. Moving the sprinkler around the yard every 10 minutes occupies too much time–the time it would take to install a sprinkler system. Yes, a sprinkler system does require a large up front cost and time commitment, but once installed requires about 20 minutes to set up each spring.

Companies with confidence in who they are as a brand are able to determine places where "installing a sprinkler system" will be worth it. They know the upfront sacrifice will be worth the investment because it improves efficiency. Those that chase the latest trends or wait for work to come to them will always be left with a pruney thumb. Here's to a greener lawn.

While the fox relies on his intelligence, agility, and craftiness the hedgehog focuses his attention on doing one thing really well. No matter what the fox does, he is unable to penetrate the hedgehog's defense. The hedgehog isn't fast or cunning, but he can curl up into a little ball covered with spikes. Although it seems the hedgehog is the underdog, the fox is unable to emerge victorious.

With respect to marketing and branding, Collins favors the hedgehog's mentality. Based on some of our previous posts, I bet you can guess where we stand on this debate. Collins suggests a hedgehog concept can be found at the intersection of the answers to the following three questions.

These questions, represented as a Venn diagram, help visualize where the three converge. Collins suggests that arriving smack dab in the center of the rings isn't a one time event, rather it requires re-evaluation and constant revision. To create your first draft, he recommends forming three groups, or councils, and put each one in charge of answering one question. Once the rough model is born, and the overlap is defined, a separate group applies it to the current efforts by asking the following questions.

Then, of course, take action. Performing this exercise prior to launching (or re-launching) a brand strategy or marketing campaign–or working with an agency like Advent Creative–will help you get off on the right foot.

When discussing Obray, we tend to focus on its features and ease of use. These topics are great but sometimes they steal the spotlight from the less sexy topic of security. This is a shame, because Obray is pretty darn safe. With cyber attacks and identity theft on the rise, solid security should be an essential part of any content management system (CMS). Here are a few factors that make Obray what it is:

Systems with a large user base are more likely to be attacked. Think about it. If you're a hacker, it's in your best interest to discover vulnerabilities in a widely distributed content management system. The effort spent cracking the code would be much more beneficial. It is estimated there are nearly 50 million websites using Wordpress. A few hundred sites are on Obray. The time spent trying to exploit it wouldn't be worth it to most hackers, though some have still tried.

The code behind the Obray conent managment system is not made public, so it cannot be inspected for weaknesses by a random hacker. In fact, only a few individuals in the company have access to it. In addition, SQL Injection protection and bad code insertion protection have been put in place to prevent any tampering by unauthorized users.

Updates occur automatically, behind the scenes, so you don't have to worry about constantly upgrading to ensure your system is protected. When weaknesses in the code are found, they are fixed and updated immediately. It's all automated.

The following precautions have been put in place to maximize user privacy:

All data is regularly backed up to ensure no critical data is lost.

If you'd like to learn more about Obray, send us an email or give us a call!

Ok, ok, so maybe the memories aren’t exactly those of fondness but rather UTTER FRUSTRATION! Or you could just be sick of hearing about it all together. Whatever feelings this 46-second clip conjure up, there is no doubt that there’s a valuable lesson to be learned: BE PREPARED.

Its something these guys have been proclaiming for years!

Spontaneity is often a characteristic we boast to posses. Everyone loves to say they would run away to Italy at the drop of a hat. But in reality, running away to a foreign land is generally a bad idea. Who will feed your dog? Or you plants? Or your KIDS? (not in order of importance). There are all sorts of things we are responsible for and flying by the seat of our pants makes it hard to manage.

If you’re the spokesman for an organization, the same rules apply. If you fail to prepare for media inquiries, you may as well have just run off to enjoy the Tuscan Sun while you’re business and those associated with it are left to try and pick up the pieces.

With that said, here are a few things to consider when preparing for your next interview:

1. Know Who You’re Talking to!

Understanding who is interviewing you will help give you an idea about what they are going to ask. Try to understand who you are communicating with. (communications 101, right)

2. Prepare Stories and Examples.

There’s nothing worse than watching someone flounder around in an interview with a bunch of, “Uhs…” and “Ums…” when trying to express a point. Be prepared with background information to back it up.

3. Listen.

This blends with tip number two. Stories and examples are worthless if they don’t relate to the question being asked. Sometimes we get so caught up in the preparation we forget to listen. You’re response might sound perfect, but if it didn’t answer the question, well, you’re sunk.

4. Be Concise.

Short, direct, and easy to understand.

5. Dont Be Afraid to PAUSE!

Somewhere in time, people started to fear silence. The problem with is, silence is usual a sign of thought … and thought is good! Editors can get cut a few seconds of silence, but they can’t erase something dumb you’ve said. Don’t be fear it!

Obviously you’re bound to run into a snag here and there, but as long as you stay calm, keep your head in the game, and move forward, you’ll leave the media with the message you intended to give. So, leave the media blunders to the politicians and prepare now for your next interview!