Momentum Magazine

3 Valuable Tips for Improving Your Communications

This new ad by Huffy is the first two pages of the spring print edition of Momentum Magazine. I can tell you from experience in overseeing and styling numerous photo shoots it took hours of painstaking work to get this shot. But it's worth it. It's successfully selling fashion and comfort along with safety and it's a perfect fit for Momentum.

That's what a good ad does. It sells a solution with powerful emotional appeal. And it remembers its audience when doing so.

The woman in the image is obviously young, but the ad appeals to a broad demographic. Who doesn't want to feel the wind in her hair while riding? This is one of the few ads for a bike product that I can see working well in many different types women's fashion, lifestyle magazines, or websites - Glamour yes, Bicycling Magazine? Maybe not.

Notice too Huffy has wised up to the needs of a vast market of women (and men) who want a serious sunshade on their helmet. Boy has that been a long time coming.

Here are 3 valuable tips to help you remember your audience in your communications:

1. Approach is as important as content. Will the look, feel and content of your communications entertain and engage your audience, not just inform and show off how smart you are?  Is the tone of your writing, your speaking or audio voice, your images, and your graphics appealing and concise?

Will your communications leave your audience with a desire to learn more or act in the way you'd like them to? Think back on recent presentations and communications you've watched, listened to, or reach. Did you get bored? Did you want to tell the speaker less is more or were you called to action? There's a reason TED talks are 8-18 minutes. That's how long our human attention spans last. And consider this, the TED team works with speakers for more than six months to prepare for being on their big stage.

Amy Cuddy, whose TED talk "Your body language shapes who you are" has been seen over 33 million times covers delve into the science of why approach is as important as content in her best selling book "Presence." I highly recommend you give it a read.

2. Can your audiences imagine themselves in your presentations and outreach materials? Do you offer the opportunity for your fans, and fresh audiences alike, to see themselves in your message as you offer them a well thought out solution?

In "9 tips for creating killer product videos" on Vimeo Amy Liu starts off on point #1 Context is King:

“Don’t just show off your slick product, show how it fits in the bigger picture of your customers’ lives. What problem is your product solving? How does it enrich your customers’ lives? Is it inspiring a customer to do more? Is it increasing their overall happiness?”
— Amy Liu

My favorite of the video's she shares is the first one from Fluidstance (and not just because he's an avid bicyclist!).

3. Did you remember the fun - not just the pitch? It doesn't matter what kind of mindful mobility you're promoting - public transit and street design that works for the many rather than the few, an appeal to support a new law or policy, or yes, a bike helmet. Emotion drives action. Emotion drives giving.

While your data and policy might be crucial to prove a point it won't change hearts and minds. Human beings are wired for story. Blend your data and policy together with emotionally engaging stories to create memorable content. Vanessa Chase Lockshin has created a wonderful resource for those of us in the on profit realm who need to learn to do this better with her "Storytelling Non Profit."

Marketing guru Seth Godin recommends you think of every talk you give as a gift. Imagine what could happen if you expanded that to all of your outreach materials? How would that change the flavor and tone?

Ready to take an important step to improve your audience appeal? Coschedule, the editorial calendar software, shares more on the value of emotional headlines and offers a free "headline" analysis service.

Looking for more helpful storytelling, communications, and media outreach tips for growing more mindful mobility? You might also like these:

About Melissa

Melissa is the Media Director for the California Bicycle Coalition and Director of PedalLove.org. She is a writer, media relations specialist and active living advocate. Her mission is to share the power of artistry and personally engaging storytelling to inspire. Melissa has placed the Pedal Love initiative, its creative team, events and CalBike in local, regional, statewide and national news outlets such as the Associated Press, Bicycling Magazine, KABC News, KCRW, KPCC, Los Angeles Magazine, the Los Angeles Times, Momentum Magazine, the Sacramento Bee, the San Francisco Chronicle, Texas Standard and more.

The Tale of 3 Visual Storytellers

Above from left: Kellie Morris of Pedal Love, Leah Shahum former Executive Director of the San Francisco Bicycle Coalition and now focusing on Vision Zero, Jenna Burton founder of Red, Bike & Green Oakland, Renee Rivera Executive Director of Bike East Bay, design entrepreneur Shelby Sanchez, Kellie Morris, Lisa Beth Anderson self portrait, Jenna Burton. All images are by Lisa Beth Anderson.

While working on the imagery notes for our upcoming "Media + Marketing Love 202" (it's free for California Bicycle Coalition affiliate executive teams, current members and Pedal Love's current subscribers!) webinar next week in which we'll be covering imagery as part of your branding and pitching I decided I'd ask Caroline Szczepanski, the Director of Media for the League of the American Bicyclists and the founder of their Women Bike program, her thoughts on why great visuals are so crucial to what the League is doing. I think you'll find her thoughts compelling:

"The value of high-quality images to programs like Women Bike can't be overstated. Encouragement initiatives, especially those aimed at traditionally underrepresented populations (like, yes, women!), must address and uproot the previous stereotypes about cycling. Our goal is to replace the misconceptions — or lack of representation — with new visions of how bicycling can fit into and improve the lives of women from diverse backgrounds. Photography is an incredibly powerful tool in giving current and potential bicycle users a glimpse of the possibilities and validate the thought that, "Yes, women like ME ride a bike!" We couldn't be more grateful to the Pedal Love crew for highlighting the work of leaders like Jenna Burton, Renee Rivera and Leah Shahum (to name a few) in the sophisticated and inspirational light they so richly deserve."

The images she's referring to are from the photo sessions above and are all by the very talented young visual storyteller and photographer Lisa Beth Anderson over the year+ she recently lived in Long Beach as her home base. A variety of images from these photo shoots have been used by us here for Pedal Love of course, but also by Momentum Magazine, the California Bicycle Coalition, and the League of American Bicyclists and more. Lisa is now based out of Oakland and I'm looking forward to seeing where her career goes next. I'm expecting big things for her editorial work and will be including both her and her photography in bike focused pitches I'm putting together to travel magazines for May as National Bike Month and summer in general. I'd love to see her work next in a magazine like Afar.

Lisa brings out something special in everyone she photographs, but as a woman who rides a bike as her main form of transportation at home, she has a special affinity for bicyclists.

But what's the very best thing about Lisa? I could send her off to photograph those who feel they are completely un-photogenic and dread the results of a photo session. Yours truly is in this camp. The images I use of myself are all also by Lisa. I can rest assured that Lisa would come back with photos to make even the toughest self critic delighted with the results.

We need more of this marvelous skill to show people a different side of themselves, to illustrate why their story of life by bike matters.

We need more talent like this capturing images of the joy of bicycling of people from 8 to 80 if we truly want to make a culture shift and get the number of people out regularly bicycling that we dream of - whether we're on the product sales side in the bike industry or in advocacy.

I have been extremely fortunate that both Lisa Beth Anderson and Allan Crawford have been so generous with their time and talent not only with Pedal Love, but with sharing their work with other bike advocacy organizations. In return I do all I can to help promote their work and the opportunity for them to gain new paying clients. If that's you I certainly hope you'll get in touch with either one!

Both the bike industry and bike advocacy have come a long way in the diversity of the images used in marketing pieces and websites since I first became involved over six years ago, but there's still room to grow and create truly captivating marketing campaigns that will draw fresh audiences.

The casual bicyclist is still not brought front and center much with the biggest of our bike manufacturers even though almost all of them manufacture city bikes and cruisers. My question for the bike industry is why make these bikes if you're not going to support them with marketing beyond photographing them for a sales brochure? This is the huge growth market you're searching for. Throw your net wide enough and you will get those new hardcore athletes you dream of, but right now you're trying to squeeze blood out of a turnip with the sport sport sport angle.

I hope now we're ready to turn a corner and create real budgets for not only creative talent but full fledged marketing campaigns that will entice and seduce rather than speaking just to the choir. I was very excited when People for Bikes put a spotlight on Bike Pittsburgh's Drive with Care marketing campaign. The imagery is friendly and diverse, illustrating just what a broad array of people actually like to ride their bike. Like we did with the Share Our Streets campaign in Long Beach a few years ago, Bike Pittsburgh also used both transit shelter and buses to advertise the campaign. I think both are excellent for creating high visibility and impact for a campaign.

Over the weekend I was in Santa Monica and witnessed their fabulously diverse bike culture first hand. Remember, this is a city that has seen a 300+ % in bike ridership over the past 12 years. I sat at a Starbucks across the street from City Hall just blocks from where I lived for over a decade. I watched, delighted as a truly diverse array of people pedaled by, but what I was really struck by was how couples had young children with them - and I mean children too small to ride by themselves happily being carted along in their special seats. Everywhere I went in Santa Monica I saw more bikes with special children's seats than any place I've visited before.

In dreaming about having more sophisticated media and marketing campaigns for bicycling I thought I'd share the work of two other visual storytellers as well who inspire me and who like Lisa, have a unique eye and talent. Both of these men also ride bikes and capture images of people riding bikes -  the photographer/videographers Scott Schuman (aka The Sartorialist) and Casey Neistat famous for his crash stunt spoof video of the dangers riding in New York's bike lanes that went viral a few years ago.

The two men couldn't be more different in their styles. Scott is all elegance, Casey is down and dirty but with a fabulous sense of design. Both men are also examples of talent rising to the top of our often challenging opportunity economy. Schuman began his photographic career after 9/11 when he decided to just jump in and become the fashion photographer he'd dreamed of being. Riding his bike around Manhattan he became famous for his arresting images of New York's street style on his blog The Sartorialist. He's now published books, and works all over the world for top lifestyle brands. The above video is from his recent series for AOL.

Neistat is also self taught but came to photography and videography via cell phones after leaving home and school by 17 and realizing there had to be more to life than being a professional dishwasher. I was reminded of him and his fresh, irreverent way of working on this recent NewsCred post. He is a master of the latest social media. If you missed Casey's bike lanes video take a peek. Over 13 million people have watched. Yep. 13 million.

If you, like me, have been feeling a bit behind the social media times and don't have a clue what Snapchat is or how it works in the video below Neistat brilliantly lays it out for us. If you're looking for ways to engage a young audience you NEED to be paying attention to Snapchat. Want to learn more about bringing the power of compelling visual imagery into your media and marketing outreach? Make sure not to miss our Thursday February 12th webinar "Media + Marketing Love 202."