One of our senior living clients wanted to run local ads promoting the safety and quality of care they provide to the frail seniors living there.  When we talked about the “creative” for the ads, I asked if there were any family members of residents who would be willing to talk about how they felt about their loved one’s care at the community. After a few inquiries, the community’s marketing director reported back that several families would gladly take part in an ad.

We hired a local photographer and suggested the right setting, activity and attire for the shoot. An hour later we had several great, authentic photos of two sisters with their mom. They aren’t models and they don’t look like posers.  No, when you look at that shot you know it’s two loving daughters with their mother.  (As an added bonus, everyone had fun at the photo shoot.)

Instead of writing ad copy, we talked with the sisters about how they felt about their mother’s care. Their responses delivered a gem. “We never imagined anyone could take care of our mother like we did.”  Perfect.

The ads are running in two local papers.  The photo has local faces that people recognize as members of the community (one is a hair stylist, the other a nurse).  The ads incorporate real people, real situations and real satisfaction.  It was a solution with a powerful message.  The next time you want to promote what you do, talk with the people who already appreciate you.

Twenty years ago I was a little shocked at the cost of my first fax machine, but I quickly learned how much it was really worth. My first computer cost an arm and a leg, but man, could I do some great stuff.  The acceleration of the design process was amazing with technology, from layout programs to PDFs (though I staunchly believe that design is diluted by the fact that anyone, with or without an understanding, can whip out collateral, yuck).  And honestly, I can’t remember how much time everything took and what I did before the internet.  I love technology. 

That said, I am a hold out about a few things.  Holiday (yes, Christmas) cards, thank you cards, birthday cards, letters.  I know, e-cards save energy, resources and time, but they aren’t the same.  I like the hand-written word.  There is something wonderful about handwriting and personal notes.  I appreciate an e-card or that someone cares enough to shoot a thank you email, but I may always be a traditionalist for a hand- written note; it just feels good. I like papers, envelopes, ink and layouts.  I like holding it in my hand and setting it on a table for a few days to appreciate it.

It’s something to think about when you interact with your clients, too.  The handwritten note still says class, something a little extra.

After all that, as ironic as it may be, happy holidays to you and all the best in the New Year.

While most professionals realize that you can send out an email to multiple people without showing every recipient’s email address to everyone receiving the email, I’m guessing (from the emails that I receive anyway) that some people don’t think about the practice.  Unless there’s a reason to share every recipient email with every recipient, it looks more professional to hide all the emails.  Simply paste all the email addresses in to the “BCC” line instead of the “To” line; send the info to yourself in the “To” line.

I get emails at least once a week where every recipients’ email address is in the “To” header.  Not only can it make that header ridiculously big (emails going out to 20 or more people for example), but you shouldn’t be sharing everyone’s email address with everyone else, especially if the information is sensitive or of a competitive nature. 

For example, I got an email last week from a contact at an association to which my client belongs.  That email included every email address in the “TO” list, telling me exactly which of my client’s competitors were vying for the same opportunity as I was – no secrets there.

Use “BCC” when sending emails out to more than five people.  It looks cleaner and more professional and keeps your address book private.

Our client called us because there was a criminal investigation surrounding an employee at the workplace and it was going to be picked up by the local press. It happens; many companies are susceptible to this situation.

Luckily, our client is smart and good at what they do. They had handled the internal workings of the situation skillfully, they did everything right. But before the news hit the street, the client wanted to be prepared. They knew a lack of communication can create suspicion, resulting in rumors, confused employees and unhappy customers.

Together, we identified who needed to know about the incident, what they needed to know and how best to get that information to them, then we drafted messages for each of those audiences. For example, employees needed to know what to say if people, say friends or family, asked about the incident. Customers needed to know that the Company was aware of their potential concerns, that the situation was handled properly and that the Company’s commitment to quality service never waivers. And the press needed a statement confirming that the Company was conscientious and concerned. In addition, the positive reputation and practice of open communication added to the stockpile of goodwill this Company has, which helps in these situations.

There will be storms, but you can ready the ship. Prepare for bad news as far ahead of time as you can because you’re better equipped to ride it out when you are proactive and organized.