“Patch” can mean a lot of things. Patch of grass. Soul patch. Patch cord. Bald patch. We could go on. 
 
Here, though, we’re talking about marketing and advertising. And the idea of a patch—which we’ll define in detail in just a minute—is an oldie but goodie you may have overlooked. It’s so simple and so obvious that it’s easy to take for granted, and thus miss. 
 
Let us explain by way of the true client story that sparked this article. 
 
We recently were helping a client to create a promotional package for a speaker’s bureau, to get them booked at lots of different live engagements targeting their specialized audience. And we needed to flesh out this package with a “sizzle reel” of their past live engagements: 
 
Video clips. 
 
Now this client had been on stage a lot. That’s the good news. The bad news is that there was precious little video to document it. We needed every shot, heck, every frame we could get our hands on. 
 
And then we found it. What looked like a veritable little silver mine. It was a short clip, but boy was it juicy. It showed our client on stage, in front of a big crowd, delivering some real rousing zingers. It was great! 
 
But this silver mine was tarnished. 
 
First, it wasn’t created by our client. It was created by someone else who had either organized that event or maybe was in the audience. We found it on YouTube. 
 
This created Challenge 1: Find that person and ask/beg/plead/cajole/bargain for permission to use/edit/re-purpose it. 
 
This turned out to be surprisingly easy. A quick Googling led us to the poster’s website, and thus to their email address, and they were delightfully generous, to the point of even directing us toward a higher-resolution version of the video clip. Now isn’t that nice? 
 
But then there’s Challenge 2. That video was stamped. Right across the lower third, it read “[Speaker Name] of ABC Company, Speaking at XYZ Event 2019.” 
 
Oh no! The “[Speaker Name]” was correct; that was our client. But “ABC Company” no longer existed; the client had since changed the name, after, um, 2019, which made this clip look positively ancient. 
 
Naturally—since of course you’re thinking of this—we’d asked the original poster of the video (the one who’d granted us access, and the higher-res version) if they had a pristine copy of the source video, with no titles stamped on top. And no, they did not. 
 
How do you solve Challenge 2? It’s right in the title of this article: You patch it. 
 
You basically build a new title bar, and overlay it on top of the outdated/offensive one. Don’t try and match the style of the old one; why bother? You want this to look intentional, as if that “title” was your idea, and was there all along—not like you’re trying to cover some mistake. 
 
Oh, did we mention Challenge 3? Turns out that the original poster had added background music to this video of our client, on stage, speaking. When it rains, it pours. 
 
You can’t patch your way out of that one. Fortunately, however, you can somewhat reduce “background noise” (!) in editing, and we’d had our own up-tempo music track for the sizzle reel, which we used to help drown out the old music. 
 
Patching, like this, applies to lots of media. You’ve likely seen tons of patches in your life and never ever realized it. They work on TV spots, print ads, web pages, brochures, trade show banners, infomercials, you name it. The only limit is your creativity. 
 
Need a creative solution to a tricky marketing challenge? Contact us. We’d be delighted to help! 

​Here at Copel Communications, we recently completed the sixth revision of a project we were working on for a client. And boy was it fun!
 
No. We are not being sarcastic. We’re serious as a heart attack here. 
 
So what gives? And how can this be the basis for an article? More to the point, what can you take away from this story? How can it make you more productive? Happier? 
 
Once the bones are in place…
 
We can’t tell you too many details about the project itself, because it’s confidential/protected by NDA. But we can say that it was an internal written piece, very important, that would be shared across the organization, and eventually re-jiggered into a prospect-facing piece, to help drive sales. 
 
So it was a very important document. And our client was understandably maniacal about the thing, sending us change after change after change. It was a real revisions hamster-wheel. 
 
But by the fifth round, the client had run out of new ideas and tweaks. The ideas, the tenets of the piece, were fixed. The bones were in place. 
 
And so it was our turn to create Draft Six. 
 
And yes, it was actually fun.
 
Why? 
 
In praise of polishing
 
At this point, since the facts of the content were locked, Draft Six became an entirely stylistic challenge. It was 100-percent “polish this document.” We didn’t have to worry about getting new material tossed out wholesale by the client because new quirks and features had crept in. In other words, we could happily roll up our sleeves, and dive into making the English better.
 
(Did you know that Google will ding your website if you use AI-generated copy? As a prime purveyor of AI, Google can recognize it better than anyone, and since their goal is to serve their users with trustworthy content, they seek out human-written material, vs. stuff that had been created by clicking the “Generate” button.) 
 
As you might’ve guessed by now, we certainly didn’t use ChatGPT to “polish” this document. We had the luxury of reading passages aloud, consulting a thesaurus, testing out different sentence structures and phrasing, and getting to the point where it was so tight that it squeaked. 
 
It wasn’t hard. It was gratifying. It was like scratching an itch. And the piece just got better and better, the more we polished it. 
 
Mind you, we didn’t spend a week on what we just described. Creating Draft Six only took us an hour or two. But boy did it come out great, and the client was delighted, and to this day, that piece is doing its job, ably. 
 
The reason we tell this story is that it doesn’t just apply to this arcane document that we were working on, here at Copel Communications. It pertains to everything that you create, in your business, too. 
 
There’s always going to be the ideation phase. Then the creation phase, based on the vetted ideas. 
 
But too many people overlook the final polishing phase, which is when that piece really comes to life and shines. This is true for web pages, for product designs, for graphical layouts, for sales plans, you name it. 
 
The key here is recognizing the inflection point when the initial creation ends, and the polishing begins. Once you can spot it, you’ll be liberated to apply the best possible polish to whatever it is you’ve been working on, without that looming dread of “Oh, this will just get tossed because new input for Version 7 is on its way.” 
 
So enjoy your time in the black hole, with your email and text notifications disabled, as you polish away, knowing that you’ll emerge with a gem in your hand. 
 
Need some help ideating, creating, or polishing that next project? Contact us. We’d be delighted to help. 

Credit where it’s due. Here at Copel Communications, we’re blessed to have some really great clients, and this article showcases one of them. What started out as something fairly mundane, transformed—for us, at least—into a teachable moment. And we’d like to share it with you. 
 
The setup: We were one of many attendees to join on a 45-minute Zoom call with our client, to cover a number of in-progress projects.
 
Others on the call included another vendor, and several internal members of the client’s team. One woman from the client company would be running the meeting. Let’s call her Sally. 
 
In case you were curious, we arrived prepared. The agenda had been shared with us in advance, and we were ready to step up, when called upon, and give our update on the various projects we were working on at the time. 
 
So. The call begins on time. There’s maybe 30 seconds of hello’s and how’s-the-weather-by-you’s. Then Sally started running it. 
 
She “went around the table,” asking everyone for their updates. Like us, they came prepared. So the responses were along the lines of “Progressing well,” or “On time,” or “I’ve had a slight delay due to X.” There was an occasional question for the group, which either the group, or the appropriate member within it, quickly answered. 
 
As it turned out, the other vendor didn’t show. Not sure why, but it’s a factor in this story. 
 
Sally completed all her check-in’s. Then she asked us all, “Is there anything else to cover?” Everyone said, “No.”
 
And so she said, “Okay then, this meeting is over. Have a good day.” 
 
And she ended the call.
 
If stuff like this happens to you all the time, then 1) this story shouldn’t surprise you, and 2) consider yourself lucky. That’s because 3) stuff like this almost never happened with us. And we’ve been in business, replete with meetings, for decades. 
 
The teachable moment
 
Everyone left the meeting in great spirits. Not only was the meeting short, but it was productive. Kudos to Sally for recognizing that once all the boxes were checked, there was zero need for additional bureaucracy. 
 
Indeed, you could say that the meeting was effectively extra productive, because it gave every attendee an extra 40 minutes back in their day to do real work which was on their plates, when the meeting had started, waiting for them. 
 
Do the math: If there were 12 people in that meeting, that comes to eight person-hours recouped. An entire day.
 
Jeff Bezos, when he was still running Amazon, was famous for requiring six-page updates from his reports. You had to be succinct. Time is everyone’s inventory, and it’s precious. Sally reminded us of Jeff Bezos. In the best possible way. 
 
Of course, if there’s 45 minutes’ worth of stuff to actually cover in a 45-minute meeting, then expend every second on it. But if not, heck, the five-minute version of the 45-minute meeting is an aspirational goal. 
 
Putting all wind-baggers on notice: This is a teachable moment. 
 
Thoughts? Pile-on ideas? We’d love to hear from you. Leave a comment below or contact us directly. 

​We had a client who recently showed us a whole new program they were going to present to their clients and new prospects alike. 
 
It was well thought-out. It was super detailed. It had lots of impressive features. It promised to deliver a ton of value and ROI. 
 
And it was terrifying.
 
Who sees what—and when
 
This may seem contradictory, if not counterintuitive. Here it is, we’d just lauded this new program which our client had created and unveiled to us. And then we undercut that review with the dreaded T-word. What gives? 
 
We can give you a little more detail now, and you’ll certainly say “Ohhhh…!” 
 
Our client—like many business owners—lives and breathes in spreadsheets. So that’s what they’d shared with us. Indeed, they screen-shared it with us. 
 
And this spreadsheet (was it Excel? was it Google? who cares?) was about 40 rows deep by about 25 columns across. 
 
All at once. 
 
Yep. Terrifying. 
 
The good news: We were the first, and only, ones to see it in this state. Our client was justifiably and understandably excited by the cool new program they’d worked so hard to develop. But boy was it ever un-exciting when presented as a swimming sea of spreadsheet cells. 
 
This is hardly a tragic story. And you likely can see exactly where it’s going, even if our client wasn’t able at the time. 
 
We patiently listened to the whole presentation, which took about a half hour. We took notes. And then we asked some pointed questions: 

• Which part of this program comes first? 

 

• Which components does it feature? 

 

• Which part comes next? 

 

• Which components does it feature? 

 

• And so on. 

 
The idea was to turn down the spigot on this fire hose so it would better resemble a soda straw. The client—they’re very smart—immediately saw where we were going. 
 
Easier than you think
 
Once our client realized that they needed to carve their presentation of this new program into bite-sized chunks, all that was left was the execution. And here we can describe a kind of MVP or minimum-viable-product version of that effort: 
 
Sure, the client could have gone on and created a snazzy new PowerPoint deck, with discrete slides for the different phases of this proposed program. But that would take time, effort, and resources—and at this point, the client really just wanted to test out this idea: socialize it with existing clients and see how receptive they’d be. 
 
So why even make a PowerPoint? The solution was even simpler: Tabs.
 
Yep. That’s all they needed. If this program has five phases, then carve the spreadsheet into five clickable tabs. Simply screen-share a single tab when you present it. And if the conversation leads to a discussion of Phase Two, then click the Phase Two tab. Done. 
 
Steve Jobs famously said that simple is hard. But sometimes it’s hard to see what’s simple, and staring right at you. Do you really need to spend a fortune on a shiny new CRM (customer relationship management) platform when your Excel is still working fine? Of course not. Wait for the expense to be more than justified. Ditto for things like learning management systems or LMSs, or even slick PowerPoints as we’d described in this story. 
 
Have a marketing challenge that you suspect is simpler than it appears? Contact us and let us put a fresh set of eyes on it for you. 

We have a client who’s an accomplished executive speaker and wanted to book more bookings. We were tapped to help.
 
If you, too, want to build business by building your live audience outreach, this article is for you. Or if you know someone with the same desire, share it with them. 
 
Teaser: we’ve got a killer tip to help you, toward the end of this article. 
 
The lay of the land
 
First off, we’re not talking about using some high-priced speakers’ bureau that books A-list celebrities at Fortune 500 corporate events. We’re talking about getting our client booked at things like regional association meetings and conventions of larger national business organizations. 
 
The point here, in case it wasn’t glaringly obvious to you, is to place our client in a target-rich environment. This isn’t about ego or garnering some kind of Tony Robbins-like adulation. It’s about presenting to business prospects, and then getting opportunities to close them, afterward. It’s a very narrow use-case of biz-dev. 
 
So. No big booking agency. No chanting crowds. But there are tons of these more-realistic gigs, across the country, all the time. And they’re booked, typically, ages in advance: we’re talking anywhere from six to 12 months, easily. 
 
How do you find them? 
 
These days, there are digital exchange platforms that connect speakers (such as our client) with event planners (i.e., people who seek to book speakers for their gatherings). An obvious one is eSpeakers; we’ll talk about that one here. 
 
Load up your ammo
 
If you want to get booked as a speaker on a site like eSpeakers, you need to stand out. For the purposes of this article, we’re going to assume that you, like our client, are a stellar speaker with a great stage presence, absolute command of your thought-leading/breakthrough material, and have also done this before/are a published author/have been featured on podcasts, and so on. 
 
Yep. A high bar to start. 
 
Assuming all of that, you’ve got to let all of those eSpeakers-seekers know. Which means that, after you sign up for a (pretty darned affordable) eSpeakers membership, you’ll need to upload a lot of stuff about yourself to entice that audience. And herein is the gist of this article.
 
Here’s what you’ll want to upload, with some notes and thought-starters to help you along: 

• Your bio. You already have one, right? Well, this one should be tailored just to speaking engagements. You want to show off how many events you’ve spoken at; you might want to include, for example, an aggregate audience total (“Has presented to more than 50,000 people”). Include locations (“…across the U.S., Canada, and Mexico”). Be sure to mention any awards won; if they’re not recognizable, like Oscars, just say “Award-winning speaker…”. 

 

• Your headshot. Sure, a basic headshot is fine. But what’s better is a shot of you, on stage, doing your thing. Guess what? AI can help. Start with preferably a low-angle pic of you (as if taken from “the audience”) and ask a common tool, such as Grok, to add the catwalks and lighting way up in the stage ceiling behind you. 

 

• Your programs. These are the different topics you’re available to speak about. Each needs a sexy title, a bullet list of take-aways, and an “ideal audience” (such as “middle managers and their teams who are eager to take their sales production numbers to the next level”). These need to entice, entice, entice, and sell, sell, sell. 

 

• Your sizzle reel. Your what? This is a brief (about three minutes) compilation of clips of you on stage, doing your thing. Bookend it with an intro title, featuring your headshot and bullet-list of top credentials, and closing titles that include audience testimonials, your website, and where to book you. 

 

• Other stuff. You’ll want a nice 3-D image of your book, if you have one. You’ll want to create a doc known as your Presentation Rider, which includes all of your on-site requirements (time allotment for sound check, technical requirements, video recording limitations, etc.). You can also include discrete video clips of you, speaking at different engagements; these can be longer slices of the quick clips you’d featured in your sizzle reel. 

 
The best tip you’ll get
 
What’s the best way to find out how to put the best stuff up on a site like eSpeakers? Simply visit the “other side” of the site and pretend that you’re an event planner. 
 
Use the filters to drill down to direct competitors of yours. Take a look at them. You’ll easily see who the most impressive ones are. Then you can simply see what they’ve included in their “packages,” and use that as a baseline for you to, well, blow out of the water. 
 
Need help with a challenge like this? Contact us! We’d love to help you. 

Wow. It’s a tradition (almost) as big as Thanksgiving here at Copel Communications. In which we devote our mid-November blog post to that which we’re thankful for. And in which, of course, we ask you what you’re thankful for! In other words, feel free to chime in, in the comments!
 
The title of this article is a tad misleading. Last year, we wrote about what we’re thankful for. 
 
“What” implies things. 
 
You can already see where this is going. That’s why you read these. Just to stay two jumps ahead of us!
 
Not what, but who
 
Sure, there’s plenty of “what” that we’re thankful for this year. Our technology and systems keep chugging along, relatively unimpaired. The economy, doom-and-gloom headlines notwithstanding, has been pretty good to us. Heck, at the more primal/Maslowian (??) level, we’re happy every time we flick a switch and the lights come on. Or open a spigot and get water. 
 
Don’t take anything for granted. 
 
But enough of the stuff. Let’s talk people. 
 
If you’ve read any of these articles of ours, you know we’re sticklers for anonymizing details when appropriate. This article is no exception. That said, if you’re reading this, and you’re called out in our little honor roll below, we’re confident that you’ll know who you are. 
 
Boy are we lucky to be surrounded by great people who help us do our job and make us look insanely better than we actually are. 
 
Here, we’re talking about other creatives. We’re talking about vendors. We’re talking about members of internal client teams we work with. We’re talking about SEO nerds and knob-turners. Some examples: 

• We’ve got a great graphic artist we’ve worked with for years. She turns our crappy thumbnail sketches into masterpieces. And she’s simply a nice person to work with. 

 

• We’ve got a designer who’s also a video editor we work with, at one of our clients. This person exhibits a degree of can-do attitude and positive professionalism that’s at once inspiring and humbling. Bonus: When the higher-ups at that same client get delayed on, say, providing us input for a project, this one person transforms into the world’s most polite yet effective squeaky wheel on our behalf. Bonus-bonus: This is also one of the nicest people we’ve ever met. 

 

• There’s a video editor out there whom we’ve never even spoken to, but boy is he great. Why haven’t we spoken to him? It’s because he resides behind the wall of one of the major gig platforms, so we have to effectively email him our input and feedback. (See our article about how you can navigate these sticky wickets yourself.) The talent from this person is blinding. Even better: He’s got great taste. We can describe stuff in broad strokes, and he translates it into just the right music cut, just the right amount of white space in a title, just the right kind of transition or effect. We hope, someday, to talk to this special person! 

 

• There’s a voice-over artist we’ve been using for years who is flat-out awesome. Here’s proof: Every time we get one of his reads (via an intermediary; it’s complicated), we always respond, not with “Oh, here are the flubs to fix,” but rather, “Wow is this guy ever great.” Double bonus: Both his turnaround times and his pricing are amazing. 

 

• We’ve got a web designer who is so smart and professional, that they make us raise our game when it comes to providing input and/or working with a mutual client. And the deliverables—the websites—are just gorgeous.

 
Not to leave out… 
 
We’re happy to sing about these unsung heroes. They’re vital members of the Copel Communications pantheon, which includes some really great clients who make it all possible, and the love of a family that makes it all worth it. 
 
What, and who, are you thankful for this year? Post your reply in the comments, or feel free to contact us.
​

​We love continuous process improvement here at Copel Communications! 
 
In this article, cash in on all the tweaking and optimizing we’ve been doing, literally for years, with different clients of ours, to make things as efficient and repeatable as possible. 
 
Today, we’re going to talk about B2B “demo” videos. Does your company ever make these? We’re talking about those “watch this screen and see what happens” kinds of explainers which also, of course, sell.
 
So it could be a product demo. A software demo. A service. A SaaS platform. A training session. There are tons of these. They are common. And chances are, if you need to make one of these, you probably need to make a ton of these. 
 
And this is where optimized efficiency—that “Big Mac-ifying” of the process—really comes into play. 
 
In this article, we’ll describe (in broad strokes, with the details purposely blurred) how we do this for a couple of clients of ours. Pay attention: We guarantee that there are elements of this process, perhaps many elements, that apply to your situation. And the more that apply, the more you can benefit. 
 
The challenge at hand
 
As we’d stated above, we’re going to anonymize these specific client assignments. But you’ll get enough detail to follow the process, and recognize opportunities to improve your own workflows. 
 
In the first example, this client of ours will do a screen-sharing demo of the prototype of a use-case solution they create for their clients. And they do lots of these. The big opportunity here: If you could anonymize these brilliant solutions, and pare them down into, say, little two-minute stories, you’d have marketing gold. You could use them to quickly populate, say, a dedicated playlist on your YouTube channel. You could use that to show to prospective clients, who stand to be awed, once you hit the critical mass of sheer videos posted to that playlist. Not to mention your ability to feed the voracious appetite of the SEO algorithms and web crawlers of YouTube, Google, and so on. It’s one big virtuous snowball. 
 
Turning those client demos into marketing videos, incidentally, was not as obvious a choice as you might think. You’re starting with a lot of sensitive material. You need to see the bigger marketing picture, strategically… and be able to literally blur the lines of sensitive information, tactically, once it comes time to execute. 
 
So. This client does more than have one of their reps conduct (and record, via Zoom) the client demo of each new prototype. The prototype itself is based on a use-case that was presented/sold to their client beforehand, in order to get the green-light to make the prototype. Follow? 
 
Between the raw footage of the demo Zoom call and that original use-case PDF, we’d almost have everything we need to script the video. But not quite. So here, after lots of back-and-forth and tweaking with the client, the third of our three pieces of input evolved. In this case, it’s a super basic Excel sheet. In one column, it lists the timecode of the demo video; in the column beside that, there’s a quick description of what is happening on screen at that time. 
 
Example: “00:32 – 00:41  User logs into platform, using two-factor authentication with an emailed six-digit code.” 
 
Someone on the client side makes that little Excel, typically only about ten rows deep, for us. It takes them about 30 minutes. 
 
And that’s all we need! From there, knowing this client well, we can pen the video script using a basic three-act structure: 

• Act One: The problem which this demo will address 
• Act Two: The demo of the prototype, showing it in action 
• Act Three: The call-to-action (“Book your initial consultation today!”) 

 
Even easier
 
As you can clearly see, the big lift, for the client, in the scenario above, is to create that little Excel sheet for us. But more recently, we’ve started making videos, for a different client, with no Excel required. 
 
That’s because, for the cool things that this client is creating (we can’t share details, sorry), they already create three PDFs which are not only goldmines for us, but they’re also all we require to start scripting. The three PDFs, broadly speaking, are: 

• The output deliverable, shown in a graphical format 
• The metrics by which the first deliverable is measured 
• A “heat map” comparing the first PDF to the second one

 
These PDFs are so detailed that we’ve been able to write video scripts from them, using their details as the visuals, with the simple addition of a basic voice-over. So there will be shots such as “Zoom in ultra-tight on the detailed box at the lower right of Page 3, and pan across the different functions listed in its flow chart.”
 
In other words, no “lift” from the client at all! It reminds us of Craisins. 
 
Huh? 
 
You know Craisins. Those “dried cranberries” originally created by Ocean Spray. While making cranberry juice, they would throw out all of the skins of the actual cranberries used. Until someone got the great idea of drying the skins and adding sugar to them, and coming up with a clever portmanteau name like “Craisin,” which implies “cranberry + raisin.” 
 
(Read our article about portmanteau names and how you can profit from them.) 
 
Think about that: All those cranberry skins were not being used. Today, they’re a massive source of newfound revenue. 
 
Ditto for the three abovementioned PDFs. They were used to create a client deliverable, and then effectively shelved. 
 
Today, they’re the basis of a “found money” marketing effort. With very little effort!
 
Need help “McDonald-izing” some of your existing deliverables and processes into efficient marketing gold? Contact us. We’d be delighted to help! 

​There’s a hint in the headline to this article. Read it again. 
 
We’ll circle back to it in a minute. But the topic is important: You want to fill that room for your upcoming webinar! Otherwise, all of that prep work is for naught. 
 
Here, we’ll give you some pointers, based on actual client experiences, to help you boost your odds. 
 
To webinar or not to webinar
 
This entire article, and the recommendations herein, predicate on some pretty big assumptions: 
 
1) You think a webinar is an optimal marketing tactic for your business, and 
 
2) You’ve done a stellar job creating the presentation you’ll deliver during the webinar itself. 
 
Those are huge assumptions. 
 
A webinar is, as we’d noted above, a big commitment. They’re hard to do. It’s much easier, say, to be a guest on someone else’s well-established podcast (we have an article on that topic, too), but that isn’t necessarily easy to get, either. 
 
To have a successful webinar—and by “successful,” we mean “one that brings in prospects and leads to future business-generating conversations with them individually”—you need to choose a ripe topic that will attract your desired audience. You need to craft a really great presentation for them. You need to hone it and rehearse it. You need to publicize the event before it happens, in order to “fill the room.” You need to manage attendee lists and email sequencing thereto. You need to nail the presentation when you do it live. And you need to crush the follow-up, because that’s the impetus for the entire webinar in the first place: building new business. 
 
Phew. 
 
If that checklist sounds daunting, good. It should. But the upside can well be worth it; we’ve helped numerous clients with webinars that they’ve used to build business. 
 
While we’ve worked on various facets of webinar development and production, we’d like to focus on just one aspect here. It’s the “teaser” that we’d teased in the headline. 
 
Building unbearable suspense
 
Marketing a webinar is like marketing a Hollywood movie that’s slated for theatrical release: It’s all about driving the maximum traffic for one specific date. For a movie studio, it’s opening weekend. For you, it’s your webinar date and time. 
 
So your marketing—let’s say, your social ads—for this webinar is exactly like what you see—say, on TV—for a movie. You may not have noticed this, but you’ll almost never see a TV commercial for a movie that’s already opened. That window has closed. Ditto for your webinar. 
 
So you can learn—and borrow a page—from Hollywood here. Think about a movie ad or a trailer: It gives you glimpses of the very best moments of the movie. Because the (untrue) assumption you have, as a viewer, is that the rest of the movie will be that good. But it isn’t. It never is. It can’t be. 
 
Still, you can tease snippets and factoids from your webinar, since you already know all of its content, and can gauge, pretty easily, what you think are some of its juiciest tidbits. 
 
And here’s the last bit of inspiration we’ll give you. It’s the one we’d teased in the headline of this article. And it’s one you’ve seen in several places. Here’s one: 
 
You’ve seen it on the TV news. Just as they’re about to head into a commercial. They’ll never tell you, for example: 
 
“The U.S. Olympic committee just chose Los Angeles as its next host city! We’ll give you all the details after the break.” 
 
That never happens! You know that. It’s always something more like this: 
 
“The U.S. Olympic committee just chose its next host city, and you won’t believe where it is! Get all the details after the break.” 
 
It’s a teaser. Reading about it, here, makes you groan, but you’ve got to admit that it’s effective. 
 
And here’s the lowest form of teaser, but we still love them, in a perverse way; and it’s what inspired our headline for this article: 
 
Clickbait! 
 
Yep, all of those “stories” you’ll see at the bottom of a news article’s page, with headlines like “You won’t believe how so-and-so looks today” or “My jaw dropped when I saw her dress” or whatever. 
 
Now look at your webinar content. Think of what, in it, is exciting. And then tease the heck out of it.
 
Need help with a webinar challenge, or any other marketing challenge? Contact us. We’d be delighted to help. 

Here at Copel Communications, we recently helped a client of ours to plan, execute, and roll out a new product. It was a big initiative, spanning several months. 
 
Our client, not surprisingly or unreasonably, asked us to craft the rollout plan, along with a Gantt Chart so they could easily visualize the process. 
 
You know what a Gantt Chart is, right? It was invented by an early 20th century management consultant named Henry Chart. 
 
Okay, we couldn’t resist that one. It was Henry L. Gantt. And the chart—you’ve seen tons of them—is made up of little colored horizontal bars that “move forward” over time, showing what gets done and when. 
 
It’s basically a matrix. For ours, the vertical columns represented months, going forward in time from left-to-right. 
 
And the horizontal rows represented the different activity streams of this project. Some would, say, start in August and run through October. Others wouldn’t start until November, but would run for six months. And so on. 
 
Confession: We are not Excel mavens here at Copel Communications. If you are, we salute you! But you might still pick up a tidbit or two from this article. 
 
List, then draw
 
The plan/execute/rollout initiative was, as we’d mentioned, very detailed. Indeed, the way for us to even wrap our minds around it was doing it as an outline.
 
And that’s how we proceeded. 
 
It went something like this: 
 
Step One: Write up the highest-level bullet points of the outline. Things like “Come up with product ideas.” “Develop the best idea.” “Create marketing materials.” And so on. 
 
Step Two: Populate the sub-bullets of each. So bullets such as “Create marketing materials” would include sub-bullets such as: 

• Write blogs 
• Create an email sequence 
• Develop social posts 

 
And then there would be sub-sub-bullets. In the above example, “Develop social posts” would include sub-sub-bullets such as: 

• LinkedIn
• Facebook
• Instagram 
• X

 
And so on. 
 
Chart your course
 
Even if you’re an Excel maven, that little bit of Word-play can help you. Just use indented bullets for brainstorming; you don’t need any special Word skills to do that. 
 
Here’s the thing: The Gantt chart isn’t as detailed as that outline.
 
It basically just charts out the highest-level bullet points, over time. 
 
There’s probably some built-in Excel (or even PowerPoint) command that will “Gantt-ify” a bullet list; if there is, illuminate us in the comments section. 
 
In the meantime, if you’re living in Word Land, like us, the chart-“drawing” process is actually quite easy: 
 
All you do is create a table in Word. The top row is the months (or days, weeks, whatever). The left-most column lists the titles of the different activity streams (“Come up with product ideas,” “Develop the best idea,” etc.). 
 
And then all you do is fill in the colors for where the two will overlap. If the first month of “Develop social posts” is, say, October, then make that cell a color other than white. And click-to-fill the other cells as needed. 
 
It takes all of about two minutes. 
 
We delivered both of these docs to our client, who was delighted to receive them. First and foremost was the Gantt chart they’d requested: A quick and easy visualization of how the project would play out over time. 
 
And, for added detail, there was a Word doc outline of the project, in which each row of the Gantt chart teed up to a top-level section of the outline. It was perfect. 
 
It may not have been obvious to the client that we “worked in reverse” to make these deliverables, i.e., starting with the outline and then culling from it to make the Gantt chart, but who cares? They were happy, and the process was efficient. 
 
Have a marketing challenge you’d like to address? Or have tips for us on how to make Gantt charting even easier? In either case, we’d love to hear from you! Contact us today. 

​Podcasting has exploded. It’s been around so long now that many people don’t even realize that the word “podcast” has its roots in the word “iPod.” Which doesn’t even exist anymore. 
 
But you’re not interested in etymology. You want to build your business and make more money. Sure, you could create and host your own podcast—quite the lift—or you could essentially ride the coat-tails of someone else who already has a big following, and grab a little bit of that love for yourself. 
 
If only it were that easy. 
 
What are the odds? 
 
The sad reality of today’s podcast landscape (“podscape”?) is that the numbers are driven by popularity. Media exposure, once it gets going, can snowball. But it’s hard to get it going. 
 
We hate to employ this analogy, but it’s useful nonetheless: If you’re some business wonk, how many people will follow you? How many companies will be lining up for paid sponsorships? 
 
Now replace the words “business wonk” with “Kardashian.” 
 
Ouch. 
 
As we’d said, sad reality. 
 
This is not to say that business-related podcasts can’t have influence or big audiences; they can. But before you aim to be a guest on Acquired, for example, set your sights more realistically. You, too, can build momentum and rise up the pecking order. 
 
Who are you? (And who cares?)
 
An easy way to approach the I-want-to-be-a-podcast-guest-to-promote-my-business challenge is to look at it through the eyes of the podcast host. Why would they want you? Why would you help them? If you can definitively answer that question, you’re in good shape. 
 
Some considerations: 

• Are you a thought leader in your industry? 

 

• Are you the inventor or creator of some kind of breakthrough product, service, or solution? 

 

• Are you a published author on your topic of expertise? 

 

• How many years of experience can you claim? 

 

• Are you telegenic? 

 
The more of the above boxes you can check, the better. 
 
Money can’t buy happiness
 
It wasn’t long ago that we would advise clients to reach out to attractive podcasts on their own—usually in the form of a note from, say, an underling who would say “Hey! I think my boss would be a great guest for your podcast! Here’s why!” And then that underling would rattle off as many of the bullet points we’d listed above, as possible. 
 
Dirty little secret: No underlings were harmed in the making of that email. They were actually ghost-penned by—you guessed it—Copel Communications. 
 
Looking back, those days were quaint. 
 
As we’d said at the outset, podcasting has exploded. There are well over four million podcasts out there today. Not episodes. But actual podcasts. And the good ones—the ones you want to be on—are overwhelmed by entreaties from wanna-be guests, 24/7. 
 
So what do you do? 
 
There are actually agencies out there, today, which specialize in booking you as a guest on podcasts. No kidding: Google them and you’ll find them. 
 
And you’ll quickly see a pattern, too: 
 
They’ll often offer tiers of service, for, say, booking you on two podcasts per month. Or four, for a higher fee. 
 
But here’s the catch: You can’t simply hire one of these agencies. Throw money at them—it won’t work. Because they need to vet you first.
 
It’s like any talent agent. They can only take your money if they can sell you in the first place.
 
Which brings us back, once again, to all of those bullet points we’d listed above. What do you think those podcast-guest-booking agencies’ applications look like? Yup. Just like our bullet points. 
 
We can’t guarantee that we can get you “signed” by a booking firm. But we can help you burnish your credentials and make an honest assessment of your odds. 
 
Contact us and let’s talk.