Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
REDEFINING YOUR 
STYLE 
What Kind of Digital Communicator 
Are You?
Josh Amer 
@jdamer
FIRST, THE BAD NEWS…
People visit your 
website!!
NEXT, THE REALLY 
BAD NEWS…
Sometimes, they read 
the content!!
IT COULD ALL BE 
SO EASY…
Find the Reason for Site Traffic: 
A. Desire to swipe through carousels 
B. Love for scrolling 
C. Handsome bio photos 
D....
Maybe make content 
better and more 
relevant?
BUT HOW?
What Is Good Content? 
Good content is clear, useful, and friendly. It 
helps you work toward your goals and speaks 
direc...
EVERY INTERACTION IS 
A CONVERSATION
The Problem
Sometimes Websites are Bad Communicators 
• They forget things 
• They talk about themselves too much 
• They dominate the...
Let’s make it better!
Three Step Program 
Be a better communicator in three easy steps: 
1. Identify your communicator type(s) 
2. Align your bu...
STEP 1: IDENTIFY
Four Types of 
Communicators
Four Types of Communicators 
Promoters 
Lecturers 
Storytellers 
Conversationalists
We Need More 
Conversationalists!
Two Types of Communication 
Promoters 
Lecturers 
Storytellers 
Conversationalists
THE WEB IS A TWO 
WAY TOOL
STEP 2: ALIGNMENT
Personal Business. 
Personal 
Communication.
Personal Beyond In-Person 
• Clients’ expectations for personal 
communications don’t stop when a meeting 
stops 
• All as...
Relationship-Based Websites 
Relationship-based businesses should have 
websites that: 
• provide something unique for the...
The Buts…
We Can’t Do It. 
• It’s hard 
• It’s creepy 
• No one signs up 
• No one will use it
You Can Do It. 
• It’s hard Let the CMS do the work 
• It’s creepy It’s not 1999 
• No one signs up No one has to 
• No on...
STEP 3: APPLY
THE PERSONAL 
PLAYBOOK
Five Personal Experiences 
• The just for you 
• The single question 
• The observe and respond 
• The traveler 
• The hum...
The Just For You 
Create a custom page for a prospect or client 
that includes links to key content that meets 
the needs ...
Introductory Content 
Featured, really important content 
More good stuff 
Content 
Manager 
Glasses
Client 
Glasses 
Noise 
Content 
Noise
The Single Question 
Ask one identifying question and use the 
answer to personalize the visitor’s experience 
through the...
The Observe and Respond 
Using an advanced CMS, you can score 
content. When people visit enough scored 
content, start to...
The Traveler 
Your audience does not stand still. Take the 
idea of personal communication and 
conversations to the place...
The Human 
Delivering personal content is great, but don’t 
forget about the text. Make your text a little 
more human.
By Robots. For Robots.
SUBMIT
Clear and useful v. vague and useless 
Click here! 
Learn more about 
modifying tone 
and voice 
To learn more 
about modi...
Forensic Accountants combine their 
accounting knowledge with investigative skills 
in various litigation support and inve...
Executing The Human 
• Read your text aloud 
• Explain things in natural language (like you 
were discussing them in perso...
You Can Do It! 
Create a personal experience: 
• Make something special for someone 
• Ask questions and serve tailored co...
Thanks!
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
#1NLab14: Redefining Your Style
Upcoming SlideShare
Loading in …5
×

#1NLab14: Redefining Your Style

438 views

Published on

B2B businesses are grounded in their personal approach to marketing - the same should translate in web communication. See what One North Strategist Josh Amer has to say on the matter in his presentation, Redefining Your Style: What Kind of Digital Communicator Are You?

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1rdd5He.

Published in: Marketing
  • Be the first to comment

#1NLab14: Redefining Your Style

  1. 1. REDEFINING YOUR STYLE What Kind of Digital Communicator Are You?
  2. 2. Josh Amer @jdamer
  3. 3. FIRST, THE BAD NEWS…
  4. 4. People visit your website!!
  5. 5. NEXT, THE REALLY BAD NEWS…
  6. 6. Sometimes, they read the content!!
  7. 7. IT COULD ALL BE SO EASY…
  8. 8. Find the Reason for Site Traffic: A. Desire to swipe through carousels B. Love for scrolling C. Handsome bio photos D. Passion for corporate website designs E. Content
  9. 9. Maybe make content better and more relevant?
  10. 10. BUT HOW?
  11. 11. What Is Good Content? Good content is clear, useful, and friendly. It helps you work toward your goals and speaks directly to your readers. - Nicely Said: Writing for the web with style and purpose
  12. 12. EVERY INTERACTION IS A CONVERSATION
  13. 13. The Problem
  14. 14. Sometimes Websites are Bad Communicators • They forget things • They talk about themselves too much • They dominate the conversation • They interrupt • They don’t listen
  15. 15. Let’s make it better!
  16. 16. Three Step Program Be a better communicator in three easy steps: 1. Identify your communicator type(s) 2. Align your business and your communication style 3. Take action
  17. 17. STEP 1: IDENTIFY
  18. 18. Four Types of Communicators
  19. 19. Four Types of Communicators Promoters Lecturers Storytellers Conversationalists
  20. 20. We Need More Conversationalists!
  21. 21. Two Types of Communication Promoters Lecturers Storytellers Conversationalists
  22. 22. THE WEB IS A TWO WAY TOOL
  23. 23. STEP 2: ALIGNMENT
  24. 24. Personal Business. Personal Communication.
  25. 25. Personal Beyond In-Person • Clients’ expectations for personal communications don’t stop when a meeting stops • All aspects of your business should support your personal nature
  26. 26. Relationship-Based Websites Relationship-based businesses should have websites that: • provide something unique for the unique needs of its visitors • listen and learn from the actions of visitors • provide personal experiences
  27. 27. The Buts…
  28. 28. We Can’t Do It. • It’s hard • It’s creepy • No one signs up • No one will use it
  29. 29. You Can Do It. • It’s hard Let the CMS do the work • It’s creepy It’s not 1999 • No one signs up No one has to • No one will use it Zero effort
  30. 30. STEP 3: APPLY
  31. 31. THE PERSONAL PLAYBOOK
  32. 32. Five Personal Experiences • The just for you • The single question • The observe and respond • The traveler • The human
  33. 33. The Just For You Create a custom page for a prospect or client that includes links to key content that meets the needs of that individual.
  34. 34. Introductory Content Featured, really important content More good stuff Content Manager Glasses
  35. 35. Client Glasses Noise Content Noise
  36. 36. The Single Question Ask one identifying question and use the answer to personalize the visitor’s experience through the rest of your site.
  37. 37. The Observe and Respond Using an advanced CMS, you can score content. When people visit enough scored content, start to personalize what they see.
  38. 38. The Traveler Your audience does not stand still. Take the idea of personal communication and conversations to the places they hang out (hint: LinkedIn or Twitter). Don’t use these as another broadcast channel. They are made for conversation.
  39. 39. The Human Delivering personal content is great, but don’t forget about the text. Make your text a little more human.
  40. 40. By Robots. For Robots.
  41. 41. SUBMIT
  42. 42. Clear and useful v. vague and useless Click here! Learn more about modifying tone and voice To learn more about modifying tone and voice please click here
  43. 43. Forensic Accountants combine their accounting knowledge with investigative skills in various litigation support and investigative accounting settings. Forensic Accountants are employed by public accounting firms’ forensic accounting divisions; by consulting firms specializing in risk consulting and forensic accounting services; or by lawyers, law enforcement agencies, insurance companies, government organizations or financial institutions.
  44. 44. Executing The Human • Read your text aloud • Explain things in natural language (like you were discussing them in person) • Practice empathy
  45. 45. You Can Do It! Create a personal experience: • Make something special for someone • Ask questions and serve tailored content • Get really fancy and use implicit personalization • Get out into the wide world (web) and have a conversation • Write like a human
  46. 46. Thanks!

×