June 2016 - Sharper Communications Now

This version of S.M.A.R.T. marketing gets an “E.” – SCN Encourager

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But it’s way better than getting an “F.” Striving to be a cool and savvy S.M.A.R.T. marketer seemed like a worthwhile goal. Unlike most things where working my way up to anything near “cool and savvy” status would be a pipe dream, developing into a S.M.A.R.T. marketer is actually within my reach. All I have to do is to keep paying close…

Are you “in love” with your plans for new school year? – SCN Encourager

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Are you attracted to “exciting moments” or are you truly building for the long term? There’s value in doing both, you know. Consider how futurist David Zach explained the difference between trends and fads in the SCN April Lunchinar. “The difference between a trend and a fad has to do with the duration of time,” Zach said. “A…

Whatcha think? Are our kids “unemotionally unprepared?” – SCN Encourager

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It’s a good question to mull over as we head into our next school year. And yeah, as always… I need to tread lightly whenever I write about emotions. It creates a strange kind of “don’t ask, don’t tell” arrangement at home when I do. If I promise not to ask Cindy to read what I’ve written. She’ll promise not to roll her eyes and…

Here’s a Singapore Sling for you (only without the gin) – SCN Encourager

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Times of transition and challenge place higher expectations on our schools. But I don’t think this fact will get us invited to more backyard BBQs. It does spark an increase in the scholarly news you’ll see about the relationship between the investment in education and its economic impact. For me – without the easy reference of a box score or the names on…

I don’t battle my weight, I battle “gravity.” – SCN Encourager

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Cindy thinks this is ridiculous. She says I battle “sanity.” But she’s not a school communicator. She doesn’t understand school branding is better with gravity. Researchers Kieran Flanagan and Dan Gregory are award-winning behavioral marketers. In their world, they define “gravity” as “the application of creativity to increase human engagement.” In my house, gravity is defined by my inability to refrain…

Marketers play on our fears and they love to tap into our FOMO – SCN Encourager

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Experts say we all share the “Fear of Missing Out.” They’re wrong. I don’t. Other people may be susceptible this manipulative emotional ploy. I’m not. Marketers can’t use their appeal “to be included” on me. I’m immune. Even their tried and true alternate ploy – the appeal to an artificial sense of urgency – has no effect on me. Now,…