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Well, isn’t it amazing to see an Australian retailer doing something innovative.

The Sportsgirl store on Chapel Street in Melbourne has started a Window Shop. And full marks to this group for having a go. Apparently, this Window Shop is the first of many interactive shopping billboards that are soon to appear for Sportsgirl.

• The billboards feature images of fashion items that consumers can purchase by scanning a barcode.
• The QR code takes the shopper directly to the Sportsgirl mobile store, where the item can be purchased.

This Sportsgirl initiative might be the first evidence of an Australian retailer realising that mobile is here. Maybe it is going to prove itself as an effective merging of offline and online.

So far Tesco has been the global leader in virtual billboards. The UK grocery giant installed virtual grocery stores on the walls of Korean train stations so commuters could order groceries using their smartphones on their way to and from work. From all reports this has been a great success for Tesco with a big jump in market share in a market (Korea) where it is not the leader.

It is probably quite an effort for retailers to get their collective head around the reality that a significant proportion of online shopping is now done ‘on the go’. Have you checked how many of your website visitors are reaching your site from a mobile device? If you don’t know the current figure, you may be in for a surprise.

In our Action Words workshops, there are always people who are surprised to hear that less and fewer are different.

‘Different’ in the sense that they should be used in different situations.

Yes, they mean the same thing but the rule is this:

• Fewer is for things you can count (white papers, reports, office disputes, coffee cups);
• Less is for uncountable things (board room humour, clutter, company spirit, manure).

As per usual in English, there are exceptions.

We usually use less for time, money and distance even though you can count them.

If the taxi driver was rude you might say to your colleague, ‘I hoped you tipped him less than $10’ rather than ‘fewer than $10.’

Interestingly, there is one place where ‘less’ is always used and it is absolutely wrong. You have almost certainly seen it. In the supermarket.

‘10 items or less’!

The items are countable, obviously, so correct usage is ‘10 items or fewer’. But don’t bother wasting your time telling your supermarket manager. In my experience, supermarket managers in Australia and not interested in what customers think.

We’re all aware of the shopper retreat from retail stores.

Almost every day we hear that retailers are ‘doing it tough’. It’s so sad that with that horrible GST they have to compete on an ‘un-level playing field’.

But hang on a minute. Who really thinks that shoppers are surging online simply to avoid the GST?

Maybe it’s more to do with the fact that retailers have neglected customers for as long as anyone can remember.

Perhaps it is just that online traders tick the boxes of perfect competition.

No more walking the rubber off your shoes. Now you just hit the keyboard to find the best price, on the exact product you’re looking for, with the distribution channel that suits.

Of course, the online stampede has been happening much longer in the US. Over there, when shoppers do venture out to the department stores, they do it with what has been dubbed a ‘mission’.
The mission is this: enter store; make pre-selected and pre-researched purchase; exit. No lingering. No temptation for impulse purchases.

According to the very experienced Chicago based research firm, ShopperTrak, fewer consumers are hitting the shops – and those who do, visit at a lower frequency. That is having a major impact on retail revenue.

But rather than moaning, American retailers are fighting back.

They’ve armed their sales assistants with the tools to make ‘in-store’ more like an ‘online’ experience. Sales staff can use iPhones and iPads to check stock availability, suggest alternatives or confirm prices and delivery times.

For the convenience of the mission shopper, changing rooms have moved closer to store entry points. And some stores have installed quick-change areas for a faster de-robe and check for fit.

The customer will always rule. Especially now with such complete access to market information. Canny marketers are the ones who meet the challenges with a more innovative, web-like in-store experience.

Here are a couple of mistakes that come up all too often. Maybe there are some people who might not be bothered by them, but I am sure there are lots of your readers and listeners who would be VERY bothered.

1. The use of ‘when’

Incorrect: ‘Scarlett O'Hara's dirtiest trick was when she lured Frank Kennedy into marrying her.’

Correct: ‘Scarlett O'Hara's dirtiest trick was luring Frank Kennedy into marrying her.’

Unless you are aiming to be a University English Grammar specialist, I suggest don’t worry about the reason. Just get used to using that construction and you’ll make life easier for your listeners and readers.

2. “The reason is because”

Do you say ‘The reason I don’t have my homework is because the dog ate it’?

If you do, please read on.

You see,  even though lots of people say ‘the reason is because’ the fact is, it’s not correct English. And when you speak like that, and worse, when you write like that, you are making quite a public comment about . . . yourself!

Let’s look at the correct version: ‘The reason I don’t have my homework is that the dog ate it.’ Notice the difference? After ‘the reason’ avoid that word ‘because’.

Why is this so? Well, it’s a bit technical.  Because an adverbial clause (a word or group of words answering the question "How?" When?" "Where?" Why?" or "To what degree?") cannot be used as a predicate nominative (a noun or pronoun or a group of words used as a noun or pronoun and answering the question "What?" or "Who?").

I suggest, forget about the ‘why.’ Just make sure you say and write ‘the reason . . . that’. Once you are used to it, it’s easy.

You have probably heard marketing people say that direct mail is finished. Well, that’s just not true. As non fashionable as it is, mail still works. And in some cases it can be very powerful.

In the US, the spend on direct mail in 2011 will end up being around $60 billion. That’s some 40% of the combined spend on search, display, email and mobile advertising. There is no reason to believe that the relativity is any different in Australia.

Of course, you have to look beyond mail. It is only one of the channels available. But it certainly should be considered in the marketing mix. It should be considered because there are so many examples of it working well during the last twelve months and also because it has some very clear strengths:

Staying power: The reality is that mail hangs around. This is useful, particularly where you are dealing with something that is a considered purchase. Mail can stay around the home or office and be referred to over and over while prospects consult and discuss the pros and cons of buying.

Proven acquisition success: So many companies are still winning new customers by using mail. And not just any old companies. The biggest digital powerhouse of them all, Google, is now using mail!

Impact: Have you received a wedding invitation recently? Funny isn’t it how it came in the mail. It was so important, mail was used. The carefully chosen paper stock alone told you how special it was. You see, you touched the stock with your own hands. There is no sense of touch with SMS or email.

With the extensive range of digital and non-digital channels available today, it is best for marketers to be media neutral. All channels can be effective in particular situations and all should be considered – including mail - for a comprehensive marketing mix.

Qantas has delivered the ultimate insult to its customers.

The gigantic dummy spit by Mr Joyce is just mind blowing in its approach. ‘I can’t control the unions, so I am taking my bat and ball and going home’. If you have paid good money for a ticket, that’s bad luck. You’ll just have to wait.

Maybe he thinks that most Australians will continue their love affair with the national carrier and that no long term harm will be done. Well, who knows, he may be right. But if I was stranded on the other side of the world, I would certainly never fly Qantas again.

Those customers who were inconvenienced, all had a choice. They were not obliged to choose Qantas. They chose to put their trust in his airline, yet Mr Joyce spat in their face. Big time. Can you imagine treating your paying customers like that?

We are used to pathetic service in Australia.

We all know that most retailers have no idea of really caring for customers. You only have to shop in the US for a few days to have that point hammered home. But this action by Qantas sets a new low in showing contempt for customers.

Of course, the situation is complex. I am sure there is no easy answer. But if Mr Joyce and his team had any idea as managers, it would not have reached such a crisis.

But maybe we should not be totally surprised. There has to be solid reasons for the rating fall that Qantas has suffered over recent years.

Currently the airline is considered a four-star airline by the highly regarded global research consultancy firm Skytrax. In 2011, Qantas was voted the eighth best airline in the world by the firm, a drop from 2010 (seventh), 2009 (sixth), 2008 (third), 2007 (fifth), 2006 (second), and 2005 (second).

And then there is the share price! From a high of nearly $6 about four years ago it is now around $1.50. Maybe taking the planes out of the air is aimed at rescuing the share price. Well, it’s a novel approach. I have to give them that.

One of the speakers at the Boston Direct Marketing conference earlier this month was a man who has been to Australia many times, Alan Rosenspan. Alan is recognised as a top creative in the US and his presentation included these gems:

    Do yourself a favour and believe you are creative – that’s an essential (and remember, it is nothing to do with IQ).
    To be creative you need to challenge assumptions, take risks and ask questions.
    Your creativity won’t be effective unless your primary focus is on your prospects.

From Google, conference delegates heard:

   Mobile search has increased 500% in the last 12 months (and by the end of 2011, 50% of Americans will have a smart phone).
   Search is increasingly specific: on any day now, 16% of searches are searches that Google has never seen before.
   Today, 33% of all searches are local – typically mums and dads no longer search for a garden blower, but modern searches look more like this: ‘a noise reduced, medium force, garden blower in the Camberwell area’.

Business-to-Business marketing: there were a number of reminders promoted at the conference with the first one being that the four keys to B-to-B are:

1.    Take it slowly,
2.    Use data wisely,
3.    Contact people on their terms, and
4.    Know when to close the deal.

For B-to-B marketers, we were also given the ‘7 great rules of engagement’:

1.    Do not initiate contact without a clear objective
2.    Start with the customer, not with your product/service
3.    Pick-up where the interaction left-off
4.    Don’t ask the prospect for the same thing more than once
5.    Make the interaction personal and personalised
6.    Deliver information that reflects what you’ve learned about them
7.    Learn about the customers/prospects in bits... not all at once

At the conference also, ace copywriter Herschell Gordon Lewis shared many hints on making direct mail more successful. Here are five of them:

1.    Notes in the margin can be a good idea, but they should be in the same font as the signature and the heading and there should be no more than two per page (one is probably better).
2.    The purpose of the envelope is to get opened. Too much text on the envelope is likely to cut response.
3.    A play on words may be fun for the writer, but a play on words is rarely effective in selling.
4.    A lift letter will usually increase response, but it should be prepared on different letterhead and in a different font.
5.    In Direct Mail, examples work better than statistics. Examples are warm-blooded, whereas stats are cold-blooded.

Herschell Gordon Lewis has been writing successful direct mail for more than 40 years. His latest book was released at the conference in Boston and it is a ‘must read’ for anyone serious about writing effective copy. (“On the Art of Writing Copy” 4th edition.)

In Boston last week at the Direct Marketing Annual Conference, I was lucky enough to spend two full days with America’s top copywriter, Herschell Gordon Lewis.

Apart from being totally inspired by this engaging 82 year old doyen, I learnt 79 specifics about copywriting from him. Here are seven that may interest you:

1.    The word ‘free’ is not as powerful as it once was because it has so often been misused and diluted with conditions. However, it is still very powerful in sales copy.

2.    In financial mailings over the last five years, Lewis has not once had more success with four colour than with two colour.

3.    In this current age of scepticism, cleverness for the sake of cleverness is more likely to be a liability than an asset.

4.    When you emphasise everything you emphasise nothing.

5.    In sales copy, you must tell the prospects what you want them to do.

6.    If you want to motivate someone to buy something, you must remember that the five biggest motivators are: fear, exclusivity, greed, guilt and the need for approval.

7.    Friday maybe a better day for sending promotional emails. Only 14% of emails go out on Fridays (compared with Tuesdays when 24% of all emails are sent).

Social media marketing is at the top of everyone's must-do list. But make sure you get the conversation right or your strategy could backfire.

Social media marketing (SMM) takes word-of-mouth referral to the next stratosphere. What was once a one-to-one dialogue is now one-to-many.

So when your customers start talking about you or your product, you want them to be talking like true friends.

SMM gets your message distributed so much faster. By combining your Search Engine Optimised content with your Social efforts, you get noticed. Very quickly and through multiple channels.

Facebook, Twitter, YouTube, LinkedIn and even SlideShare can all pick up your message. You could be viral before you know it.

Just look at the success of the mid 2011 "Thank You Water" campaign. [go to: www.thankyouwater.org] The young Aussies behind the charitable bottled water couldn't get their product on 7-Eleven's shelves without evidence of consumer demand.

They put the call out on Facebook and Twitter asking for posts to be tagged for 7-Eleven to see. Within days they had hundreds of wall posts and video uploads followed by celebrity support and national media attention.

And guess what? The bottled water was accepted into 7-Eleven stores.

SMM is flashy, fast and efficient. Just make sure your product and service can stand up to the expectations your content creates.

The English language contains some contentiously confusing words and rules.

Some can even stump a word-smith.

1.

One of the curliest conundrums would have to be when to use affect and effect.

Affect is normally a verb, so it wants to do something.

How will this affect me?

Effect is a noun. So it is the result or thing that happens.

The effect of the heavy rain was flash flooding.

2.

A rule that is followed religiously, but unfortunately often in error, is the use of I and me. I think I can quite fairly blame my parents for this one.

I had it drummed into me to put the other person first in a sentence.

Paula and I went to the park.

So when should I use me?

You should join Paula and me next week.

It's still correct to place the other person before you. But the trick for I or me is to imagine the sentence without the other person in it.

I went to the park.
You should join me next week.

Both of these sentences still work without including Paula.

3.

And finally, forward and foreword. This one is simple to clear up.

Moving forward has become an overused cliché in many businesses.

The foreword is the preface or introduction to a book.

There you have it: forward is the direction of future plans and foreword refers to the words before chapter one.

Not really.

Over the years, retailers have never understood marketing. They are into selling, of course. And that's fine. But there is more to business than selling and retailers have never really been prepared to face that.

In addition, they have been asleep about the changes going on locally and around the world.

The internet has been around for a long time. Don't you think, at some stage, retailers would have wondered where online buying was going?

The amazing part is that change in consumer buying patterns has come so slowly in Australia. Consumers have given retailers ample time to prepare, to change their sales model, to re-position themselves. But have they done any of this? Mostly no.

We all have stories of appalling retail experiences. Last week I popped into a Dan Murphy outlet to buy a gift. I chose a two-bottle pack of local wine. When I was paying, I asked for a bag - it was raining outside and I did not want to get the gift pack wet. Well, you guessed it. Dan Murphy does not have bags now!

I did the best I could to protect the gift under my jacket as I ran to the car. And then, as I drove off, I began reflecting: if I had done this transaction online, the wine would have arrived very well packed and totally protected from the elements.

Next time, Dan Murphy will miss out.

Let's think of it another way: how many times do your friends tell you they are busy? Very often, I'm sure. Frantic today. Over the top busy, tomorrow. It seems to be constant. And this is not new.

Don't you think retailers would have started to think about this? With all the rushing in our society, sooner or later, some people will choose the time-saving and convenient option of buying online.

But retailers are still doggedly pursuing their 'shopping experience' idea. That's OK for some people, but there are increasing numbers who don't want a shopping experience.

But the retailers have not heard this yet.

No, I am not surprised they are suffering, and generally speaking I have no sympathy for them. They have just been too dull to see it coming.

It's a lesson for all of us. As marketing professionals, you have to be aware of what's going on around you. You have to be good at listening. And being perceptive about other people and changing habits. Maybe that's why in the US, so many marketing students are now taking a psychology major with their marketing studies.

Pushing information out to customers and prospects is not nearly as effective as it once was.

Today 'findability' is much more important. As well as an excellent website, you need to consider having an online presence through directories, specialised search engines and industry websites.

Prospects with clearly defined needs search for solutions whenever and wherever they deem convenient for them—not you.

Invest in making it easy for potential customers to find you and understand your value. That's how you brand your company and generate leads at the same time. It's a marketing mix that translates your best leads into your best customers.

Identify the needs and challenges of your ideal customers and deliver messages that explain how you meet their requirements and solve their problems. This approach will build the brand for the long-term. And attract more of the right leads today.

Remember too, that the internet loves content. Help prospects learn about your industry and product category as a whole. If you produce a regular stream of quality content, you can often generate leads while building the brand.

Once you have a lead in your pipeline of prospects, then nurturing becomes important. There is lots of research that indicates that, in the B-to-B world, up to 70 percent of business comes from long-cycle sales leads. That's why nurturing needs your careful attention.

Pushing information out to customers and prospects is not nearly as effective as it once was.

Today 'findability' is much more important. As well as an excellent website, you need to consider having an online presence through directories, specialised search engines and industry websites.

Prospects with clearly defined needs search for solutions whenever and wherever they deem convenient for them—not you.

Invest in making it easy for potential customers to find you and understand your value. That's how you brand your company and generate leads at the same time. It's a marketing mix that translates your best leads into your best customers.

Identify the needs and challenges of your ideal customers and deliver messages that explain how you meet their requirements and solve their problems. This approach will build the brand for the long-term. And attract more of the right leads today.

Remember too, that the internet loves content. Help prospects learn about your industry and product category as a whole. If you produce a regular stream of quality content, you can often generate leads while building the brand.

Once you have a lead in your pipeline of prospects, then nurturing becomes important. There is lots of research that indicates that, in the B-to-B world, up to 70 percent of business comes from long-cycle sales leads. That's why nurturing needs your careful attention.

When you have the word 'and' in your subject, is it always plural? No, not always.

"Peanut butter and jelly is available in the cafeteria," and "Meat and potatoes was my grandfather's favourite meal."

In these sentences, the two items combine to form a single unit (one dish) and this is the crux of the matter. When the nouns form 'a collective idea' or 'a oneness of idea,' the singular verb is appropriate"

But sometimes it is not clear. How do you view the following?

"His humility and his decency reflects the very best of the Australian spirit."

To decide on singular or plural, we need to assess whether "his humility and his decency" are two variations on a theme and therefore one thing, or if these two personal qualities are "different and separable."

They seem like separate ideas to me. A person could be decent but not so humble. So I vote for singular. You may disagree.

So what's the solution?

If you come across this problem in your own writing, you'll probably make someone unhappy no matter which verb you choose - singular or plural.

Your best chance for pleasing everyone is to recast the sentence so that you no longer have to wrestle with the idea of singular or plural.

What about this:

"He embodies the very best of the Australian spirit with his humility and his decency."

Problem solved.

Always remember that rewriting is an option. In fact, most authors would say that rewriting is the essence of all good writing.

Sensis, in conjunction with the Australian Interactive Media Industry Association, surveyed 803 Australian consumers and 1,944 Australian businesses to understand how they are using social media.

The Sensis® Social Media Report (May 2011) found that Facebook remains the most popular social networking site in Australia. It is used by a staggering 97 per cent of social networking users, and nearly two thirds (60 per cent) of all Australian internet users.

No real surprise there. But in stark contrast to those figures look at the figures from the report for business. Only 14 per cent of small businesses, 25 per cent of medium-sized businesses and 50 per cent of large businesses have a social media presence. Plus, in most cases, social media attracts less than five per cent of total marketing budgets.

It's obvious that Australians are 'into' the social networking phenomenon. However, business seems to be dragging the chain. Of course, most small business tends to resist change but there is no excuse for big business not embracing the opportunity.

With so many people using social media, the opportunities for brands are probably growing every day. But it is not a simple opportunity. Connecting with prospects and customers through social media needs lots of care.

Results published recently by US research firm, Forrester, highlight the need for great care when writing for the web.

Forrester tested the 'user experience' on 35 websites of major American companies. Believe it or not, all 35 sites failed the usability test!

And look at some of the big name sites tested: Apple, Citibank, Oracle, AT&T and Kmart. I'll say it again - all 35 failed.

Each site was tested with relevant goals. Like, finding bank branches or ATMs, researching prices or product features, getting a quote or purchasing online.

Forrester assessed the sites on no less than 25 criteria that covered:

• Value - does the landing page have content that supports the user goals?
• Navigation - is the wording in hyperlinks clear, the content logical and search function precise?
• Presentation - is the language easy to understand, does the text layout make scanning easy and do interactive elements behave as expected?
• Trust - is security and privacy obvious, is feedback clear and help available?

The researchers said "the most common problems were with missing content and functionality, inefficient task flows and illegible text."

Twenty one of the sites consistently failed to provide clear language.

Certainly provides food for thought for the 21 content writers responsible! How does your company's site stack up?

The Aussie dollar is at a record high. So now is the time to travel, right?

Well, before you pack your bags for that super-cheap US holiday, you might just want to crunch the numbers. Some clever marketers have put the full spin on the exchange rate.

Okay, so airfares have come down in price. But unless you're on a US carrier, you're unlikely to experience currency gains getting out of the country.

Accommodation and spending money will be the major cost. What's your budget? Let's say you indulge yourself and spend $5000 on your Californian dream.

So, with the dollar currently buying 1.07 US dollars that's a massive $350 you'll save against the exchange figure twelve months ago. Hmm, not quite what you were expecting?

Why then, is everyone talking about massive savings from the dollar?

Good old fashioned marketing.

The American tourism authorities have been peppering our television screens with the call to travel. And a 40-strong delegation of American promoters visited Australia in March this year, urging us to flock to the US while the 'going's good'.

The ads spruik 'even Prince William and Catherine are visiting California'. And Betty White tells you to 'get out here and we'll show you how we roll'.

The value proposition has been brilliantly linked to affordability. High dollar equals cheap travel. Pitch perfect. Just don't spend your $350 all at once.

My father used to tell me 'the pen is mightier than the sword.'

So I've always been careful how I wield my power.

His words are worth bearing in mind at work. With so much of our business correspondence done in writing today, we need to be mindful about what we commit to print.

Especially now in the digital age. Once written, it's out there forever.

That doesn't mean you can't state your case passionately. Just don't get personal.

Don't write something you wouldn't say in the company of your boss. AND NEVER SHOUT WHEN CONVEYING YOUR DISAGREEMENT.

The recent campaign by the two hopefuls for the Liberal Party presidency is a case in point.

The heated invective between the incumbent (Alan Stockdale) and the wannabe (Peter Reith) was played out in a series of leaked emails and newspaper opinion pieces.

The public was left in no doubt about the deep disregard the two members of the one party have for each other.

Verbal face-to-face spats are ugly enough. But when put to paper and published for wider consumption, personal opinion can be positively career-destroying.

So keep it nice when writing at work. And use 'reply all' with caution.

Having a workshop that's much in demand, is very rewarding for us.

That's the case with our one-day workshop called 'Writing skills to make your team more professional'.

Believe it or not, it ALWAYS gets rave reviews. In recent months we have presented at The Age, the City of Greater Geelong, Hesta, and Yarra Valley Water (to name just a few). And it is the same everywhere. People find it practical and packed with tips and hints they can begin using the very next day.

We began the workshop back in 2006 at GE and since then it has become more and more popular. We can now say that it has proven itself. That's why if you want to book us for your organisation, we are very happy to offer a guarantee. We know it's a training day that really works.

On Thursday 14 July in the Melbourne CBD, we are doing something different. We are presenting a sneak preview of our workshop over lunch! And you can book in now to come along. At the luncheon, we'll be presenting, in a very interactive way, some of the highlights of our workshop. You'll be able to see for yourself.

You'll get the chance to hear first-hand just how effective our workshop is. The luncheon details are:

12.30 - 2pm
Thursday 14 July
Monash Conference Centre
Level 7
30 Collins Street
Melbourne VIC 3000

There's no charge for the luncheon but there are only a limited number of places. If you'd like to book in, please phone or email me now.

03 9481 1410

This e-mail address is being protected from spambots. You need JavaScript enabled to view it.

Frank

Web

You might be considered a great business writer.

But writing for the web is a different ball game. It involves special techniques to ensure your site gets results. Here are a few of my top tips.

1. Understand your audience

What are your customers looking for and what do you want them to do?

Write directly to your visitor and guide them to your ultimate goal. That might be making a call, an online purchase or registering for a newsletter.

Keep your writing focused on the behaviour and action of your audience.

2. Write for scanners

People don't read the web like they read a brochure.

Web writing needs to accommodate scanners. Their eyes hit the top headline and then travel quickly down the page in an 'F' pattern. You can help them absorb your content by:

• Using short sentences
• Breaking up the paragraphs
• Using powerful language that avoids ambiguity
• Placing important details in headlines.

3. Keywords

Help Google find you by using relevant keywords. Finding the right keywords and integrating them intelligently is a vital skill in web writing.

Want to learn all the tricks of the trade? Check out the Action Words half day training program Web Writing That Works: http://www.actionwords.com.au/training/our-courses/