MyM Weekly Update

The Weekly Marketing y Medios Report is online.		June 4, 2008
Southwest Embarks on Summer Travel Push June 04, 2008 - TV spots touting affordable, hassle-free travel begin airing nationally tonight via Univision, Telemundo and Azteca Am�rica. Taylor Nelson, GfK to Merge June 03, 2008 - The stock-swap deal will create the second-largest global market firm with estimated revenues of $4.2 billion. Ad Rep Firm Expands to Miami, Detroit June 02, 2008 - Hispanic MPM has extended its advertising rep and consultancy business with the addition of Televisa sales vet Roberto Sroka as partner, East Coast sales, and Rothman Luongo, Midwest sales. Telemundo Realigns News, Sports Divisions; Cancels 'Cada D�a' May 30, 2008 - Jorge Hidalgo, who previously had oversight of news and sports, takes on sole duties for sports; Johanna Guerra, continues to oversee news, reporting to Don Browne, network president. "Cada D�a" talent remains under contract. Rayo/HarperCollins Wins Literary Awards May 30, 2008 - The Hispanic imprint took home top recognition in 10 categories at the Latino Book Awards in Los Angeles. SBS' WXDJ to Debut Alexis Vald�s May 30, 2008 - The comedic TV host's radio show "El Miameo" hits the airwaves Monday (June 2). Ricardo Trejo Joins OL� as CD May 29, 2008 - He will helm the Hispanic agency's New York and Mexico operations, effective immediately. He had served as a consultant to the shop's Mexico office since November. ComScore Buys M:Metrics May 29, 2008 - The $44 million-plus deal escalates the competition between Nielsen and comScore as both strive to offer comprehensive media measurement. TeleFutura to Debut Telenovela May 28, 2008 - The Hispanic network on Monday (June 2) will mount its first telenovela, one of two primetime novelas the Univision sister network will launch in 2008-2009. Nation Not Prepped for DTV Shift May 27, 2008 - Large segments of the population are unprepared with Hispanics the least ready for the transition, per Nielsen. 'Got Milk?' Gets Site en Espa�ol May 27, 2008 - The California Milk Processor Board targets Hispanics with its "Toma Leche" message about the benefits of milk via a Spanish site debuting on Wednesday. Univision CEO Joe Uva Gets Rave Reviews From Ad Community May 26, 2008 - The chief executive works alongside his sales staff, participating in pitches and spending downtime interacting with clients. Televisa Debuts Spanish Auto Site May 23, 2008 - A joint venture with Motorpress Ib�rica has launched MyAutomovil.com, a car enthusiast Web portal aimed at young Latinos. Radio Revenues Drop 7% in Q1 May 23, 2008 - Broadcasters just can't seem to catch a break. Local spot, radio's bread and butter, slid 6 percent to $3.1 billion, per the Radio Advertising Bureau. SBS Preps for PPM Battle May 22, 2008 - Frank Flores, vp of SBS in New York, called preliminary ratings from the PPM in New York, which goes commercial later this year, "troubling." FOR THESE NOTICIAS AND MORE CLICK HERE AT THE ROUNDTABLE Adweek Media, the Nielsen group that houses Adweek, Brandweek, Mediaweek and Marketing y Medios, invites you to join At The Roundtable, a new online community designed for professionals in the marketing, media and agency industries. Just click HERE to get started. At The Roundtable lets users build profiles, connect with others, look for new jobs and recruit new hires. Registration is free.
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[Copyblogger] Why Emotional Benefits Are the Key to Reader Response

Why Emotional Benefits Are the Key to Reader Response Why Emotional Benefits Are the Key to Reader Response We humans like to think of ourselves as rational creatures. Intellectual curiosity took us to the moon and back, beat smallpox and polio, and invented the Internet. But when you come down to it, emotion always wins. The most powerful man in the world can be humbled by a buxom girl in a blue dress. We use our brains, yes, but we’re driven to act by our hearts (and other body parts). Market to the gut first If you’re writing to persuade, you have to hit the gut before you get anywhere near the brain. The part that decides “I’ll have that” is emotional. The rational brain usually has to follow along afterwards and ok the decision, but if it doesn’t work emotionally, logic will never get a chance to weigh in. Most of us know about selling benefits, not features. But you also need to be sure you’re leading with emotional benefits rather than logical ones. I’ll talk about a few of the more effective emotional benefits this week, and then show you how to close the sale with logic next week. The classics: greed and fear Crusty old advertising guys will tell you that greed and fear are the two powerhouses of selling. There’s no doubt that they’re effective. I would actually argue that most of the time, greed is fear–fear of not being able to provide for your family, fear of losing everything and living under a bridge somewhere. Freedom from fear is one of the most powerful benefits you can offer. And the most powerful fear is the fear of losing what you already have. This makes for an interesting paradox: you can sell more fear to people who have a lot to lose. People who have everything in the world worry a lot about losing it, and can be persuaded with campaigns capitalizing on the full range of human fear and insecurity. Add in a little pain Remember when we talked about marketing to pain? Because I’m a goody two-shoes, rather than creating or aggravating fear, my preference is to market by presenting a real solution to a real problem. However, phantom fear (and its cousins, social isolation and embarrassment) are used by a lot of marketers because they’re effective. Customers often build up imaginary fear-based scenarios to be much more frightening than even a very difficult real problem. The other advantage of fear is that it tends to linger, which keeps customers coming back for more solutions. So if you prefer not to lean too heavily on a fear-based message, how do you keep those customers coming back for more? Connection and belonging I know this sounds impossibly idealistic, but our impulse to connect and belong is just as strong as “fight or flight” is. We are hard-wired for social connection, and the socially fragmented postmodern world only feeds that hunger. The classic emotional benefit for connection is the “Cheers” effect–a place where everybody knows your name. I think this is one of the reasons the conversation marketing model is so appealing. Let’s take a blog with a lively commenting community. The blogger acts as a conversation proprietor, greeting commenters by name, welcoming them back, and creating a convivial tavern for his readers to hang out in. That conversation becomes a powerful emotional benefit. It doesn’t actually matter that most readers never post a comment. They still benefit from a sense of belonging to a warm, comfortable community. You don’t have to have a blog to use the Cheers effect. Look for ways to create better connection with your readers. Try something simple like putting a real return address on bulk email newsletters, and actually replying to questions you get. (I can tell you from experience that this almost always surprises people.) Membership sites are another powerful (and scalable) tool to capitalize on the desire to belong to something larger. A membership model creates a familiar, trusted resource—a village well that members can all draw from. Most membership sites include a forum or other social component as well, so members can create even more connections with one another. If you want to get results with your copy, speak to the gut first: use emotional benefits before you follow up with logic. And if you want to boost your repeat and referral business (which are always more profitable than that first sale), whatever other emotional benefits you might incorporate, include an element of connection. Fear or pain might bring them in the door, but it’s connection that will keep them coming back for more. About the Author: Get more online marketing advice from Sonia Simone by subscribing to her blog today. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] How to Create Remarkable Content When There’s Nothing New Under the Sun

How to Create Remarkable Content When There's Nothing New Under the Sun How to Create Remarkable Content When There's Nothing New Under the Sun What has been will be again, what has been done will be done again; there is nothing new under the sun. ~Ecclesiastes 1:9 Being creative in a world where nothing is new is difficult. We all want to be the one to shake the earth and move mountains with our brilliant ideas and thundering blog posts, but it’s tough. It’s all been said. Finding the angle is a challenge. Sure, giving our work a personal voice helps to be original. It’s much more fulfilling to read a post that carries personality and a sense of the writer’s voice. After all, each of us is unique, with unique thoughts and perceptions that make us different from the next person. Is your own voice enough, though? When you’re writing about common concepts that anyone can find in a textbook, you aren’t being original. The textbook author probably wasn’t original either. The concepts and theories we strive to put forward as different have been done repeatedly from every angle possible. “Beating a dead horse” takes on new meaning with over 17 million blogs. What’s Old is New Again Let’s take a look at what you can do to make a basic "Information 101" concept that isn’t new at all come off as more creative and unique: Infuse the 101 concept with a personal experience that you lived to drive the message home. The concept may not be original, but its application and effect on your life as well certainly is. No one has lived what you have. No one has experienced your life but you. Add some examples that aren’t what people would think of automatically. Using common ones is just too easy. If you can find it in a Google search, it isn’t good enough. Step off the beaten path. Stretch your mind and seek a metaphor or an analogy that is different, even if your main concept isn’t. Step back in time. With centuries behind us, history provides a wealth of rich experiences that you can draw on and bring forward into your work. Use storytelling to wind a tale from the past and use it as an example for the concept you write on today. Give Yourself Restrictions One of the biggest problems with being creative is that we try to throw our mental doors open wide and take a flying leap. For some people, that works just fine. The mind flies on the winds of imagination, catching the breezes of inspiration. For others, that flying leap ends in a smashing splat. Our mind goes blank. We can’t think. We struggle to be different, but everything we think of is just old news. It’s overwhelming. It’s almost hopeless. Procrastinators have the answer. These people put everything off until the last minute. They deliberately ignore what they have to do and restrict their own time. Then they burst into activity with minutes to spare and a job to do. And they perform brilliantly. Limited by a looming deadline, procrastinators accomplish a great deal. They use every resource they can. They also create a result that is often far better than what would have been had they paced themselves. So limit yourself. Ask a friend to give you a title topic, or a subject or three points to cover. See how your creativity responds to the challenge of fitting into limitations. You might be surprised. Fun with Dragons Here’s a mental challenge to break the creativity barrier: Choose three random words. It doesn’t matter what they are. They could be sheep, lilac and dragon, for example. Write a three-paragraph blog post on copywriting, with each of your chosen words the focus of one paragraph. Devote all your resources. Unleash your creativity inside the restrictions to wander loose. Find ways to relate the words to the subject. Use metaphors. Use examples. Use history. Tell a story. Impossible? Not at all. Demanding? Sure. Worth it? Oh yeah. By limiting your creativity, it needs to stretch beyond its comfort zone to find a solution. It goes through a warm-up process while your brain neurons start firing. Then you’ll get the burst of an idea that suddenly sparks a fire. You’ll write. You’ll feel the rush. And then you’ll enjoy the satisfying cool-down as you polish off you're your post - lilacs, dragons and all. You’d be amazed at what your creativity can come up with. Are you up for the challenge? About the Author: For more tips on fighting the blogging dragons from James Chartrand, head over to Men with Pens. He’ll teach you writing tricks that make the pen mightier than the sword. Better yet, try a fast slash and grab the Men with Pens RSS Feed. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Add Spark to Your Writing With These 3 Simple Tweaks

Add Spark to Your Writing With These 3 Simple Tweaks Add Spark to Your Writing With These 3 Simple Tweaks Clarity is the most important quality of good writing. Writers should master it before anything else. But, if that's all your writing is–clear, concise, direct, and to-the-point–it can become stale and boring, causing your readers to lose interest. Fortunately, there are some easy ways to inject life into your writing. By making some tweaks to your prose, you can significantly enhance your style, while retaining the vital clarity that good writing demands. The tweaks I'm speaking of are modifiers, and I first learned about them by reading Joseph Williams' book Style: Toward Clarity and Grace, in which the University of Chicago English professor shares tons of advice that will dramatically improve your writing style. I read the book for a college prose writing course and the ideas on modifiers are the ones I've most taken to heart, the ones that may have most benefited my writing. Williams advocates three types of modifiers: Resumptive Modifiers Summative Modifiers Free Modifiers Let's look at each one, with examples of how to use them. Resumptive Modifiers Williams says, "To create a resumptive modifier, repeat a key word close to the end of a clause and then resume the line of thought with a relative clause, elaborating on what went before." Essentially, this means repeating the key word for emphasis. Original version: He finally faced his biggest fear that had plagued him since he joined the team. Resumptive modifier version: He finally faced his biggest fear, a fear that had plagued him since he joined the team. Original version: The restaurant serves excellent sushi that bursts with flavor. Resumptive modifier version: The restaurant serves excellent sushi, sushi that bursts with flavor. By using commas and repeating words, you can give some rhythm to your sentences, letting your readers take it all in more smoothly. Summative Modifiers Williams says, "With a summative modifier, you end a segment of a sentence with a comma, then sum up in a noun or noun phrase what you have just said, and then continue with a relative clause." Original version: He finally faced his biggest fear that had plagued him since he joined the team. Summative modifier version: He finally faced his biggest fear, a debilitating obstacle that had plagued him since he joined the team. Original version: The restaurant serves excellent sushi that bursts with flavor. Summative modifier version: The restaurant serves excellent sushi, a house specialty that bursts with flavor. The summative modifier is similar to the resumptive modifier, but it allows you to be more descriptive. Free Modifiers Williams explains the free modifier: "This modifier follows the verb but comments on its subject. It usually makes more specific what you assert in the preceding clause that you attach it to." Original version: He finally faced his biggest fear that had plagued him since he joined the team. This gave him newfound confidence and enabled him to take top honors. Free modifier version: He finally faced his biggest fear that had plagued him since he joined the team, eventually developing newfound confidence and taking top honors. Original version: The restaurant, which serves excellent sushi, provides flavor you can't get anywhere else and makes you want to come back for more. Free modifier version: The restaurant serves excellent sushi, providing flavor you can't get anywhere else and making you want to come back for more. Using Them All Together Be wise about how you do this–doing it just enough to imbue life into your writing–but sometimes you can mix and match these and really ramp up your writing. Original version: He finally faced his biggest fear that had plagued him since he joined the team. This gave him newfound confidence and enabled him to take top honors. Combined modifier version: He finally faced his biggest fear (a debilitating obstacle that had plagued him since he joined the team), developing newfound confidence and taking top honors. Original version: The restaurant serves excellent sushi and provides flavor you can't get anywhere else. It makes you want to come back for more. Combined modifier version: The restaurant serves excellent sushi, a house specialty bursting with flavor, a flavor so unique it makes you want to come back for more. Again, be sparing when you start combining these types of modifiers, as they can sometimes create very long sentences, confusing your readers. But, certainly, use each of these modifiers by themselves with regularity, as they can add life, rhythm, and flow to your writing, breaking up the monotony of all those simple, clear, and direct sentences we're always advocating, sentences that can dull down your writing if you let them. About the Author: Jesse Hines is a freelance writer and the editor of Robust Writing, a blog exploring how to write clearly and profitably. • Email to a friend • Related • View comments • Track comments • •

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Earn High Returns With A Natural Gas Investment

Introducing A Better Way To Invest In Natural Gas Dear Investor, As I'm sure you are aware, energy prices in the US continue to climb at an alarming rate. As the price of oil and gas gets more expensive, it opens the door for more investors, like yourself, to move in and take advantage of this trend. I wanted to let you know about a unique opportunity to be a part of the natural gas industry. A Houston-based Oil & Gas Company is planning to drill in a county that has had one of the highest number of applications in Texas for drilling leases recently. This means that energy companies have thoroughly researched this area and know it has the potential to produce gas. Some other interesting points to this deal include: The gas company overseeing the drilling has a proven track record of drilling and producing profitable gas and oil investments including wells that have produced returns of 973%. The Texas County where this drilling project is taking place is known for producing gas and oil consistently. Most major drillers are going off-shore for drilling, so independent companies can compete with little competition from the majors on-shore. The 85/15 payback (Where you are getting the 85%) until payback, then 70/30 (Where you are getting the 70%) is one of the better payouts available for these types of investments. The potential to earn 300-500% over 3-5 years. To find out more about you can , please click here.  Regards,   Richard C. Young Senior Investment Director Venture Alliance P.S. - We've also included a FREE e-book called "Understanding Natural Gas Markets". It will give you some background on what's currently going on in the Natural Gas Industry. Its free for your download once you submit your information. DISCLAIMER: Sender is NOT a United States Securities Dealer or Broker or U.S. Investment Advisor. Sender is a Consultant and make no warranties or representations as the the buyer, Seller or Transaction. All due diligence is the responsibility of the Buyer and Seller .  This E-mail letter and the attached related documents are never to be considered a solicitation for any purpose in any form or content. 5090 Richmond Ave, Ste 529, Houston, TX 77056 Venture Alliance All Rights Reserved 2008 Privacy Preferences