What are Your Views on the Future of the MPAF Podcast? – MPAF68

In this episode, I ask you to help me to shape the future of the MPAF Podcast.

What content would you like to see in upcoming episodes? Who would you like to hear me interview?

And what do you think about the mix between marketing content, protection content and finance content?

If you help me you could win a bottle of Veuve Cliquot Champagne.

That’s all right here in episode 68 of the Marketing Protection and Finance Podcast.

Future of the MPAF Podcast

It’s a short episode this week. Just over 10 minutes. I’m asking you for your help in shaping the future of the podcast. I’ve set up a short online survey to get your views.

Once you’ve listened to the show please click the link below to fill in the survey. It’ll only take you about 3 minutes.

Click here to fill in the survey.

Here are the prize draw rules:

  • One bottle of Veuve Cliquot Champagne value up to £40
  • I’ll draw the winner at random on 1 January 2016
  • To enter you must complete the survey all the way to the end
  • The prize is only available to listeners in the UK

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Important! Obsess about the Content not about the Shade of Blue

Should we stick rigidly to brand guidelines?

Should we obsess about them? I used to think so.

My first marketing manager once called me into his office and pointed at two identical blue brochures lying on his desk. I had been responsible for getting them printed by two separate print shops.

“What the hell do you call this?” he snarled.

I put on a great impersonation of looking totally confused. The two brochures looked well produced and exactly the same to me.

“The two shades of blue are different. They should be the same,” he said.

I dared to say I thought they looked identical so he produced a printer’s magnifying glass. These gadgets let you see the millions of dots that make up the colours on a page. When I looked through the glass, even at the microscopic level, the colours looked the same.

Obsess about the Content

“It’s a disgrace get Printer#1 to do the job again and make sure they bloody well get it right.”

I left wondering whether any customer would either notice or care about the imaginary colour difference. But he was the boss and I did what he told me.

Over the years other bosses have waved brand guidelines books at me and insisted on similar correction of non-existent mistakes. Actually some haven’t been able to wave them at me because the “bibles” were too big and heavy and needed fork-lifting around.

The rules are inside. Which colours you can use. What font. How much space in millimetres that you must leave, under pain of death, between the brand logo and anything else that appears on the page or screen.

Then after many years I learned another much more important lesson. I was watching colleagues debating about the colours and the placing of the graphics on a promotional flyer.

Then it hit me. The headline they’d written was a dud. The copy sucked. And yet the guys were more worried about the colours and the graphics.

Why?

Because they had probably had their own “printer’s magnifying glass moment”
sometime in their career.

Obsess about the content, the headline, the messages and the call to action.

You won’t find me giving anyone who I work with any such lessons in trying to find a millionth of a difference in the colour of a booklet.

I tell them brand guidelines are important. Of course they are. But they are just guidelines. Guidelines don’t sell products or engage customers.

Obsess about the Content

In the digital world we have to act fast. You might see an opportunity at 9am and need to get an email, or advert, video or pod-cast out by 11am. You can spend that long arguing about colours and positions.

Don’t obsess about the shade of blue, obsess about the headline and the content. That’s what is going to have your customers clicking or watching or replying.

Or buying.

Now it’s your turn:

I know loads of brand marketers will disagree with me on this. The rules are the rules right? All I’m saying is have some flexibility and worry more about your message. If the message is strong your customer won’t worry about the colours. Do you agree? Please leave a comment or share your ow experiences.

Ian McKenna on Product Comparisons, Advice and First Class versus Economy – MPAF67

With so many high quality and complex protection products out there identifying “the best” is difficult.

And what does “the best” even mean?

In this episode I talk to Ian McKenna about product comparisons and advice.

He argues that we’ve fallen into a trap believing “First Class” is best. Many clients might be happy with, and be able to afford, “Economy” products instead.

Have we contributed to the Protection Gap we all talk about closing?

That’s all right here in Episode 67 of the Marketing Protection and Finance Podcast.

Ian McKenna on Product Comparisons, Advice and First Class versus Economy

Who is Ian McKenna?

A director at the Financial and Technology Research Centre for over 20 years, Ian is a well-known columnist in the UK financial press.

His knowledge of provider and adviser technology is unparalleled.

Ian describes himself as a Financial Technology Evangelist, Futurologist and Singularitarian who is passionate about how technology can help people better understand their money and improve the quality of their lives.

Ian’s Links:

If you enjoyed this episode – Ian McKenna on Product Comparisons, Advice and First Class versus Economy – please leave a comment or a review on iTunes.

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