Blog Archives - Page 18 of 21 - Mutant Communications

How to create a newsletter people actually want to read

From beginning to send, you need to know what works for your business when constructing an effective e-newsletter to engage with customers.

We all want the best returns on our marketing activities. Whether you are a small startup or a large corporation, we’re all after effective marketing with the highest ROI.

When coordinating your marketing plan, it’s important to spread your activities across multiple mediums to get your message across to your target audience. As part of this, one of the most important things you can do is maintain regular contact with current and former customers. But rather than forcing phone calls on them, this can be done effectively by employing a more subtle approach through branding and content. Visibility can be so effective – they get to know who you are and stay familiar with your brand.

One of the best ways to do this is by providing an e-newsletter. We receive these in our inboxes every day – but what makes you inclined to open one and not the other? How you curate your newsletters can be the difference between success and failure, so it’s important to get it right from the start.

Newsletters are not only extremely cost-effective but can be a very targeted marketing tool, providing real-time relevant content to a target consumer. Whether you use it as a direct sales tool – such as a retailer having a mid-year sale – or to sustain an ongoing relationship with clients, you need to think clearly about what matters to your audience.

With that being said, here are a few simple tips to get you going:

Design matters – a lot!

A well-designed newsletter speaks volumes. It represents your brand and what you stand for. This is one part most people tend to pay the least attention to, but it’s the most impactful and striking factor for readers, who want to view something that is well thought out, clean and clutter free.

A poorly designed header can make people feel like they are getting unwanted spam, while too much cluttered text can look messy and hard to read. If your design is not suited to your target audience, the chances of them unsubscribing or deleting future newsletters is higher. So put the time into the design and make it work.

Content counts

Plan your content well. Like the design, the content you include matters a lot. It needs to be relevant and valuable to the reader. Whether it’s industry tips, personal experiences or a simple discount code, know your customers and ensure the content resonates with them.

Your newsletters provide an opportunity to send out timely content directly to your consumers, and there are options to segregate your mailing list depending on subscriber interests for a more targeted approach. Don’t forget to include calls-to-action throughout your newsletter – it can be a hyperlink to your website, a landing page or checkout page.

The subject line of your newsletter is also a vital component. This is the first thing that the reader will see when deciding whether to click to open. It needs to be succinct and to the point – pick something that will entice the reader to open your email and avoid using subject lines such as “Newsletter 1” or “Company Newsletter”.

Be consistent

There is nothing more annoying for a consumer than getting a multitude of irrelevant emails. A good way of getting noticed is to be consistent when sending your newsletters – people are more likely to recognise you and are less likely to ignore the mail. Pick the frequency of your send (i.e. daily, weekly, fortnightly, monthly) and select a day and time of your send and stick to it!

When starting out, monitor your results and observe when people are more receptive to your newsletter, then alter your send time accordingly. It’s all about trial and error.

Don’t ignore the results

Each time you send out a newsletter, check out the campaign report – who is clicking on what? Did more people unsubscribe on a particular send? What type of content is getting the most clickthroughs to your website? Does it make a difference when you include an image or not? Monitor actions and use that data to your advantage to better your next campaign.

Finally – and I can’t stress this enough – always remember to test your newsletters on multiple devices (send it around the office first!) and never be afraid to ask for a second opinion.

Click below to download Mutant’s e-newsletter tips:

If you would like to look at ways to incorporate e-newsletters into your marketing and PR strategy, get in touch with me at ola@mutant.com.sg

10 tips for constructing an engaging speech

Giving a speech can be pretty daunting. There’s intense pressure to be confident, project your personality, engage the audience and be coherent all at the same time.

Most of us naturally associate the burden of speeches with being on stage, where nerves take over and stage fright rears its ugly head. It’s easy to forget about actually putting time into preparing the content of your speech.

If you take the time to carefully control the flow, structure and timing, people will understand you better – which is half the job already done.

Here are some helpful tips on how to write and plan the content of your speech, so you can take over the world one microphone at a time.

1. Think about your audience

Know who you are speaking to – are you talking to students at a study hall, media guests at a launch event, or corporate VIPs at a business convention? Being aware of your audience will help set the tone and delivery of your speech.

2. Evaluating, and understanding your topic

Imagine explaining something you are deeply passionate about to someone, be it food, music, or politics. You have no qualms about waxing lyrical because you are familiar and have extensive knowledge about the subject.

Knowing and understanding the topic of your speech will help ensure you have the confidence to express yourself better and do a phenomenal job at delivering the message. Research the subject of your speech, and know it inside out – your new-found confidence will do the rest.

3. Brainstorm

List as many potential talking points as you can. I like to think of it as ‘word vomit’ – regurgitating as many issues and points about your topic as possible. Take a minute to review that list, and pick out the relevant and important points, and use those to create the base and structure of your speech.

4. Build a structure

Focusing on the important points will help to provide some structure, maximising the delivery of your speech. Your audience will appreciate your your practised pace and flow, which will engage them, preventing them from tuning out and getting bored.

5. Introduction

Grab the audience’s attention from the start – make a joke, share an interesting fact, tell a story or share a personal experience. Get the message across in three points or less to avoid unnecessary droning on before you delve into the details.

6. Body

Keep it short and simple – less is more. The key is to keep things as succinct as possible, to ensure you don’t ramble on out of nervousness. This is easier said than done, but using the structure as a guide will help focus on the messaging.

Throughout the entirety of your speech, it’s also important to remember to project your voice, talk slower than what feels natural and inflect your tone when appropriate so your voice remains engaging, not dull.

7. Repetition, repetition, repetition…

Build on your intensity and impact by repeating the important points.

Martin Luther King boldly repeated, “I have a dream”, but if you find that repeating too much of an overkill, try instead to repeat things like brands, names or important points you want your audience to remember.

8. One killer line

Martin Luther King had, “I have a dream”. John F Kennedy had “…ask not what your country can do for you, but what you can for your country.”

Can you come up with your own killer one-liner? Put some thought into a moving or impactful statement that encapsulates your speech. It should pack a punch, making your speech a lot more thoughtful and memorable.

9. Conclusion

There’s no need to stress too much about “ending with a bang”. Try leaving it up to the audience, such as opening up the floor to questions. This is also one of the best ways to discover how effective your speech was and gives you an opportunity to sense the energy of your audience. Do they seem excited and eager to ask more questions? Or are they slumped in their seats, eyes glazed and lifeless?

Either way, there is always something to take away from the end of your speech – use this as a lesson for next time.

10. Never stop practicing!

You can never practice a speech too much – read it aloud alone, practice in front of your friends, record yourself and play it back. This is especially useful if you have a strict time limit, but numerous points you need to get across. Listen to constructive feedback and use it to help you improve.

Main image: Shout out to boss-man Joseph Barratt, who is shown giving a great speech at Mutant Communications’ 3rd birthday party recently. Photo by Soh Poh Soo Donald.

If you’re looking for media training for interviews, broadcast or public speaking, get in touch with Farah at farah@mutant.com.sg

4 ways to target expat consumers on Facebook

Singapore’s expatriate community is a target audience for plenty of businesses, but how can you stand out from the crowd using Facebook as a marketing strategy?

In today’s digital age, social media has infiltrated our lives. How many times a day do you scroll through your Facebook, Instagram or Twitter feed on your phone, tablet or laptop? They’re not only a portal for family and friends to stay connected and in touch, but also tools for businesses to reach key audiences in a cost-effective manner.

While they all have their selling points, Facebook is usually the platform focused on by most new and established businesses to start building a following and a brand voice.

In Singapore, the expat market is full of regular Internet and social media users. As well using it for friends, this target audience also turns to social media to connect with like-minded individuals and familiar folk who are faced with similar challenges whilst living abroad.

When first arriving in a foreign country, people are often oblivious none the wiser about local brands – or international brands based locally – and therefore tend to have limited brand loyalties. Their purchase decisions are generally swayed through recommendations made by friends and colleagues, trial and error via online reviews or research on Facebook pages. This opens up a whole world of opportunities for marketers and business owners to tap into this market, which with regular and consistent efforts will have a snowball effect and the potential to gain many more customers.

This year alone it was estimated that there were 92 million expats using Facebook, which accounts for 7% of the Facebook user base. By using simple targeting techniques based on location, life events (such as a recent move), interests and more, companies can promote directly to the expat consumer in an effective yet non-intrusive manner.

This could include insurance providers offering packages for annual travel or medical insurance targeted at expats, or furniture retailers who want to target their advertising to a wide expat community knowing that many are in need of furniture after moving to a new country.

Here are a few tips to get you started and on the right track:

1. Set up a company Facebook page

This is really the first thing you need to do regardless of your target customer. A Facebook page is now a necessity where many potential clients will check this first before they go to the actual website. Set this up before executing any targeted advertising and populate it with informative posts and images, but also allow the consumer to see a lighter side of your business and staff. You can use this not only a landing page for your targeted marketing but also as a substitute website if you don’t have one in place yet.

It’s highly recommended that you manage this through Facebook for Business, which will allow you to create and manage page and post boosts as well as Facebook advertising, which will be necessary to expand your reach to a targeted audience.

2. Identify your goals – who exactly are you targeting?

You know you want to target the expat market, but who exactly within that definition is your target audience? What age are they? Are they male or female? What kind of industries do they work in? What are their hobbies? Are they into health and fitness for your gym business, need travel insurance as regular jet-setters or are they stay-at-home-mums looking for a variety of activities for themselves and their kids?

Whatever it may be, identify the special interests and needs of your customer base so you can then direct your advert to a highly targeted audience.

3. Work on your Facebook budget and strategy

Facebook allows you to have 100% control over your budget, and it’s advisable to not overspend for the first run. Be smart and test the market first. Start small with your spend – try out different times of the day and different relevant keywords to see which may have a better impact on your product.

For example, if you are targeting stay-at-home-mums, it’s fair to assume they will be more active on Facebook during the day when their partners are at work and kids are in school, so perhaps its best to send out more targeted adverts on a weekday, during work and school hours.

The point is to have a strategy in place for what you want to achieve vs the cost. Facebook makes this very simple for you and also provides a very transparent report.

4. Connect and network

There are so many Facebook groups and communities to help and support expatriates. Where possible, become a member to gain some good insights into what other members are talking about and what they need. While many of these groups don’t actually allow companies to directly advertise on the pages, the best way forward is to connect with the members on a personal level, forge sincere friendships and use your services to offer advice to these members when they need it – never push your products or services directly into these groups, as chances are you will be removed.

This targeted market is highly swayed by word of mouth, and Facebook provides an excellent platform to meet people who seek advice and are very open to trying new products and services.

If you would like to explore the possibilities of social media advertising to reach your target audience or have any questions regarding PR, content or digital advertising, get in touch at ola@mutant.com.sg

Chronicles of a public relations intern

So, you’re a PR intern. Or you want to be one. School’s out, and it’s time to make a quick buck! (I kid, I kid.)

Good for you. Like me, you should want to expand your industry knowledge and gain relevant experience in your field of interest before you graduate. It gives you a great step up and puts you in prime position when looking for your first full-time role.

In my case, I saw a tweet (yes, the power of social media!) looking for a PR and content marketing intern, so I emailed the boss, arranged for an interview, and TA-DAH – I scored the internship!

It has been a couple of months and a series of learning experiences working in a growing agency in Singapore. For all you other PR intern wannabes, here are four important highlights of my initial experience.

1. Media Pitching – Stay hopeful and don’t give up

Expectation: I’m going to get so many good hits the first time around. It’s an interesting pitch, with a good press kit and it’s totally gonna be picked up by all mainstream media by morning.

Reality: Oh my goodness, I’m sending so many emails, I better get some good hits. I am spending an awful lot of time on the phone following up. But it’s okay, it’s working. But it’s not as easy as sending out an email!

Pitching is an art, I’ve learned. Even if your email pitch is on point, you’re going to have to get on the phone and follow up, and then again, and then again…

While my number one tip would be to always bcc (God save the poor soul who forgets this), the other golden rule is to get used to personalising your email pitches. Nobody wants to feel like they are ‘just another journalist’. Make them feel special, address them, and show them you’ve done your research into why this story and this client is of interest to their audience.

It’s tough when you receive a “Thank you for your email, however this is not what we are looking for”, which is really a very polite “Thanks, but no thanks”.

2. Know your client inside-out

Pitching is one thing, but following up and answering questions from journalists as they decide whether or not your client is worth covering is another. What you know about your client off the top of head could be make or break their decision.

This is one reason why you need to personalise your pitches, as mentioned above, and why you should only pitch to relevant media. It’s also a good reminder that you are here not only to help your client, but to make the journalist’s job easier.

Journalists receive tons of emails a day, and dozens of press releases. Naturally, they will only pick up stories that are relevant to their sectors. They will thank you if you’ve done half their job for them. Score some brownie points along the way. *wink*

3. Build and maintain relationships with journalists

Expectation: Oh man, journalists are scary. I’ve heard so many horror stories about mean journos screaming down the phone. Will they like me? Will they be nice? I’m going to be sooooo awkward.

Reality: Oh. Journalists are actually human. They’ve been incredibly nice when I strike up a conversation. They’re not monsters after all. Phew.

I went to my first networking event about one week into my internship and was pleasantly surprised at how fun it was. The journalists were cool, and interesting, and I realised just how important that connections are going to become. It’s all about the people – not, ahem, just the drinking – and every person you meet could be a potential client.

Another important practice is remembering your name card (yep, don’t leave that baby behind), and getting into the habit of continuing the party once it’s over. No, that doesn’t mean taking the party back to your place – it means dropping your new acquaintances and the organisers an email when you’re back in the office the next day (not hungover at all.) Say thank you, and that it was nice to meet them. Manners go a long way in this industry.

4. Media monitoring

Expectation: I heard interns have to flip through dozens of newspapers and magazines every single day. How many articles do I have to clip? This is going to be DULL.

Reality: Oh my god, software exists that helps me create media lists and follow up on media placements?! HOORAY. You are now my soul mate and my best friend.

Because the client is paying for a service to get their company/word/brand out there in the market – and they’re competing with so many other companies to do this – it’s important they can see how their money is being spent.

Overall, the biggest takeaway from my internship to date is that every industry and every job has its challenges. What I’ve experienced may not be what all PR interns experience, but stay open-minded, be proactive to learn, and always be kind. You have to start from somewhere, even if it’s the bottom.

Get in touch with Jazmyne at jazmyne@mutant.com.sg

6 striking similarities between public relations and networking

networking

Having worked in the PR and communications field over the past decade, I’m used to both pitching to journalists as well as formulating the strategy and angle behind a good story.

Recently though, I embarked on something new and completed a two-year, part-time stint helping to run and manage The Athena Network, a networking organisation for female entrepreneurs, It was uncanny how similar the process was to get results from networking and PR, particularly regarding people’s attitudes towards both.

Those with a long-term, positive approach would make great connections or attract press coverage while those who were impatient and took an ad hoc approach would miss out.

Here are the most important similarities:

1. Getting results requires a long-term strategy

People who expect instant results never achieve what they want to. You wouldn’t meet someone at a networking event for the first time and then expect them to give you the huge contract you’ve been waiting for (if this has actually happened to you, let me know so I can eat my words!) The same goes for getting results out of a public relations campaign.

I’ve so often heard attendees at events say, “this isn’t for me; I didn’t meet any customers/clients for my business during this event”. With PR, we hear the same thing – “can you guarantee immediate coverage for my brand?”

Both involve building gradual relationships to develop credibility and trust. When you meet someone once, it doesn’t mean they will recall you when you meet again six months later. But meet them on a regular basis and you’ll be far more likely to be referred for future business. Public relations takes the same approach with media, gradually build profiles from the ground up so clients can be remembered by the press and called on for comment or invited to panel discussions on a regular basis, not just covered for one article and never thought of again.

2. Attention to detail is a must!

With networking, try and have a system that works for you to remember people and all the details surrounding what they do, or the project they’re working on. This helps when trying to establish a firm rapport, which not only opens up the conversation, but shows you’re truly interested in them.

With the press, remember what they’ve covered recently – chances are they won’t want to cover the same content again soon. Remembering these small details sets you apart and sets the stage for the next meeting.

3. It’s all about the art of storytelling

In a networking scenario, your introduction about yourself or your company is called an elevator pitch. With the media, it’s referred to as a story angle. Either way, what you do and why you do it is greatly improved through the art of storytelling. Answering a ‘what’ question with a ‘why’ answer is the best way to do this.

For example, if someone asks what you do, instead of replying with a simple, “I’m an accountant” why not give some more context about your story?

“I work in accounting. I actually have always had a thing for numbers and maths, and found myself helping my parents with their tax returns at 16-years-old. I realised pretty soon after that was my calling, and I set up my own accounting practice five years ago.”

Isn’t that so much more memorable? People won’t usually remember every person’s profession, but they definitely remember a good story.

4. Repetition, repetition, repetition

Establishing yourself as an expert and thought leader both through networking and the media is not a one-step process. As mentioned, a long-term, regular approach goes a long way to build credibility and the catalyst for this repetition.

The more we repeat, the more our message is remembered. This repetition isn’t just about your words and message, its about being repeatedly seen and heard. If a potential client sees you once at an event, they’re unlikely to remember you. But if you happen to meet them at events on a regular basis, you’re more likely to become part of their regular circles.

The optimal outcome of regular networking is when other people start becoming your advocates. Likewise with the media, the more they see you being covered and hear your message and expertise, the more likely they are to call on you for your respected opinion and contribution.

5. Ask questions… then really listen

If you approach your networking and PR efforts with the ethos that it’s not all about you, you will achieve far greater results. There’s nothing more flattering than when someone is genuinely interested in you and wants to know more about your work. Rather than pushing your own agenda, take time to ask smart, meaningful questions. I know we’re all busy and really want to forge ahead with getting our call-to-action out there, but a good relationship needs to be cultivated genuinely and without false pretenses. Plus, you’ll notice most of the time that once you’ve taken a real interest in someone, that they are equally as likely to show the same curiosity about you and your work.

The key here is to listen. What problems are people facing with their work? Is there anything you can do or a service you can provide to help? But don’t jump in just yet with your pitch! Find a way to integrate your suggestions only after you’ve listened to their whole story. You never know what important detail you might miss.

With journalists, really listen to what stories they’re looking for and what beats they cover. There is no point in pitching a fashion story to a business journalist (most of the time.) Find out exactly what they want and frame your messaging to their needs.

6. Don’t leave them hanging!

There is no point taking two precious hours out of your day to attend an event if you’re not going to do your homework afterward. Make sure that as soon as you’re back at your desk, you follow up and thank them for the great conversation. This is your time to make suggestions, ask for a follow-up meeting or bring up a new discussion.

The same goes for interviews with the media. If you were invited to speak on the radio, make sure you or your PR representative is following up after by thanking the journalist for their time. Feel free to use this as a chance to suggest future topics or stories which you might be able to contribute on.

Make sure all those business cards you’ve been collecting are actually being used, rather than just lining a shoebox.

If you’d like to discuss the potential for public relations for your business, please contact me at lara@mutant.com.sg

How to get the media to attend your event

From weddings to birthdays, the presence of quality guests can really make or break your event. Sometimes the more the merrier, other times… not so much.

Just like personal celebratory occasions, when it comes to corporate events, product launches or press conferences, there are some people you will most certainly want to attend – the media!

Media presence is an important element of any event; they provide leverage to the awareness and purpose of what you, or your business, is doing.

Journalists, radio hosts, bloggers and TV presenters are very influential. Consumers (aka your potential customers) follow their news and respect their opinions, and inviting relevant, quality media to your event can do so much for your brand.

But anyone who has attempted to contact media themselves will know they are a fickle bunch. A journalist’s main objective is to cover news that is relevant to their target audience. Grabbing their attention amid a sea of news and events is no easy feat, and personal relationships go a long way. Not to mention they can work long, erratic hours, pounding away on their keyboards to constantly meet deadlines.

It can be a challenge to entice the media to an event, but challenges are good! Contrary to popular belief, there’s more than promises of free booze and food you can offer to grab their attention (although, we won’t lie, that definitely helps!)

Make them an offer they can’t refuse

Journalists receive many invites every day about everything – food tastings, new product launches, store openings, movie premieres, and press conferences. What sets your invitation or event apart? Do you have a special guest speaker flying in? Is he or she an outstanding thought leader who will be sharing valuable insights about the industry, or local trends?

Journalists need an angle – i.e. a reason your event matters to their audience. Is your product the first of its kind in your market? Are you releasing a new white paper or piece of research of interest to their market?

Make your invite enticing by targeting it to them. Depending on your budget, you can even mail them a physical and specially designed invite. Get creative with the exclusivity, and make it an event that even you wouldn’t refuse.

Invite the right crowd

Do a little research on your media guests and ensure their relevance. It might seem impressive to get the senior current affairs correspondent along, but how relevant are they for a food tasting? Instead, you want to get in touch with the food reviewer or editor.

This is an important but often-neglected process for novices. It is pretty unassuming, but building up relevant media lists takes patience, time and effort.

Timing is everything

Besides events, writers often have to struggle with constant looming deadlines – so send your invitation at least two weeks in advance. If you don’t hear from them in a few days, follow up with a phone call.

Send out an email reminder with the date, time, dress code, and map of the venue a few days leading up to event – they will appreciate the gesture and it will reappear on their radar in case they have forgotten about the event.

Successful events with the media take practice and time, and forging sincere relationships with journalists definitely helps. They will be more compelled to RSVP and attend an event with a familiar face.

Spoil them

If you do get media to attend your event, it’s okay to be excited about it. Now, don’t waste the opportunity.

Make sure you give them attention (but not too much – no one likes to be hovered over). Keep them happy, make sure they have all the information they need, and let them know they can come to you if they have any questions. If you make them feel welcome and special, they’re more likely to remember you the next time you get in touch.

If you would like to know more about coordinating or successfully engaging media for an upcoming event or launch, get in touch at farah@mutant.com.sg

Image credit: Eugenio Marongiu / Shutterstock.com

3 reasons your start-up should consider Instagram

Welcome to 2015, where social media is anything but a passing fad and not integrating your brand into the social experience is a heinous crime.

If you’re already on Facebook and are thinking about how you can further enhance your business presence and take a larger slice of the social pie, it might be time to consider Instagram.

Since launching five years ago, Instagram has quickly climbed the social ladder to become the number one mobile photos and video sharing app. Marketers have quickly identified an opportunity to leverage on its functionalities and have turned it into an important visual marketing tool.

While Instagram isn’t necessary for some companies – after all, it is a photo-based social App that requires engaging content to gain traction – it is worth deciding whether it’s right for your business.

Today, brands and personalities from McDonald’s to Britney Spears are on it, sharing relevant, interesting, engaging and timely photos and content to help enhance their brand in a language and medium consumers (and fans) understand.

If you are still undecided about jumping on the Instagram bandwagon, the following points might get you off the fence and into a world of filters and hashtags.

1. It’s cost-effective and convenient

Starting an account is absolutely free. Put up your 110 x 110 pixels profile picture – such as a brand logo – and fill up your bio section to tell people who you are. Make sure to add in your company website URL! Keep your bio short and sweet, and if anything changes remember to update the information.

Once you are done, you are ready to snap and post away on a mobile device.

2. It’s an excellent employer branding tool

Put aside the mistaken belief that Instagram will only serve a purpose for businesses with visual products. If Instagram can’t help you sell the tangible – your products or service, use it to sell the intangible – your company and culture.

There’s only so much your “About” section can say about your company. With Instagram, you can now show people what’s it like to be in the company before they even join the company.

Never underestimate that one new addition to your growing team or that simple company gathering the other day, for they are all “Instagram-worthy” content. Such tactics will help to dispel any misconception that your company is “dull” or “serious” and contribute to your profile as a fun employer.

This way, you will also more likely to attract the young and creative, whom you will definitely need to propel your business forward.

3. It’s all about relationship-building and awareness

Beyond interaction with your audience, you can also proactively interact with other brands and companies you know are likely to pay attention to you on Instagram. In this instance, bigger is not better. Think smaller brands and companies that are in a complementary field and are locally-based, making them relevant to you and your audience.

If you are unsure of where to start, think about companies you’ve recently worked or met up with. Follow them, leave them a comment on their page to say hello and if you can afford to, drop them a personalised comment.

Little acts like this will catch the other brands off guard, in a good way that is. For all you know, you’ve already attained the one-way ticket to their nice list, future interactions and opportunities await!

The aforementioned examples are not exhaustive and if you’re in need of some inspiration, you may want to check out Starbucks and Club Vivre’s Instagram accounts.

Social media’s constant will always be changing and as marketers, it is crucial that you adapt swiftly and keep up on top of ensuring client service excellence.

If you want to find out more about effectively using social media platforms to complement your PR and content efforts, reach out at priscillia@mutant.com.sg

6 leadership lessons from Mayweather vs. Pacquiao

Like most of the world, I was glued to the TV on Sunday morning for the “Fight of the Century” between crowd-pleaser Manny Pacquiao and undefeated bad boy Floyd Mayweather. And, like most of the spectators dotted along Boat Quay in Singapore and across the globe, I was in Pacquiao’s corner. Everyone likes an underdog story.

But, alas, it was not to be. Despite Pacquiao being the favourite it was pretty much universally accepted that Mayweather would remain the champion, and we’d all go home cursing the powers that be for not giving us our Disney ending.

However, despite the disappointment there were a few lessons that came out of Fight Night, particularly around leadership, inspiring others and terrible singing.

1. You can be admired, but not loved

I wonder what it feels like to succeed in your profession of choice, and get booed while you do it? As the cameras focused on Mayweather’s face as he stood atop the ring, expecting to be adored by his fans for taking the title (again), I am certain he looked hurt and confused. “Why don’t people like me?” I imagined him asking himself in that moment, forgetting (as many people have) about his appalling record as a woman beater.

Meanwhile, Pacquiao lost and is universally loved, proving that it’s not the destination you reach but the journey you take that wins people’s hearts.

2. If money is your main motivator, you’ll probably be rich

I hate to admit it, but it’s so often true that it can’t be ignored. The people who reach the top of their game, in whatever field, tend to do it by pushing aside all other factors except the desire for money. The wealthiest people in the world didn’t get there by being nice (necessarily) and they have more likely than not stepped over people, hurt feelings, burnt relationships and more in their ascent. Floyd “Money” Mayweather is a true example of this. Just check out his instagram.

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3. You need to believe in yourself

In Mayweather’s 19-year boxing career, he has spent 18 of them as world champion. He was constantly told by people in the early days (his father included) that he wouldn’t amount to anything, yet he persevered. Whether you like him or not, you cannot deny his determination to succeed, with an unwaveringly arrogant belief in himself that he is “The Best Ever”.

4. You need to have a strategy to succeed

Mayweather’s win was no surprise. Even Pacquiao’s trainer said the Filipino would have to fight the perfect fight in order to beat Mayweather. Why? Because Mayweather is a strategist, and an incredibly good one at that.

He is an efficient fighter, throwing only the punches when needed. He knows he is phenomenally accurate, and all he has to do is spend a few rounds figuring out Pacquiao’s combinations and patterns before slipping in his lightning fast jabs when he’d calculated exactly what he needed to do. It didn’t take long. When the crowd erupted because Pacquiao pinned him against the ring a couple of times, Mayweather simply shook his head and spun away. He was expecting this, and it was part of his strategy. Everything about Mayweather’s approach was calculated and planned – and it worked.

5. Work with a team, stay grounded and remember it’s not all about you

Part of what makes Pacquiao so popular is his unwavering spirit and belief that greatness cannot be achieved alone. Being a leader – a true leader – is about inspiring other people enough that they want to follow your example. When Manny throws punches, you know it’s not about money or the title, it’s about doing something he loves for the team who works so hard with him and for his people.

6. Don’t fear failure or let it stop you

Pacquiao lost, but he is a winner in the eyes of millions. From an entrepreneurial point of view, his determination, focus and desire to get up and keep fighting is admirable, and an excellent lesson in business and leadership.

It is inevitable that you will fail at something, or many things, in the course of your life and professional career, but it’s not the failure that matters – it’s how you handle the outcome and what you do next that gets people’s attention, and keeps you at the forefront.

BONUS LESSON: Just because you can, doesn’t mean you should. I’m looking at you, Jamie Foxx.

Jamie, I like you. You were transcending in the Ray Charles biopic and we all know you’ve got an impressive set of pipes on you. But please, don’t ever warble your way through “The Star Spangled Banner” again.

“Mayweather Vs. Pacquiao Press Conference” by Prize Fights.com is licensed under CC BY-NC-SA 2.0

8 tricks to write a viral headline

Before you pen your next blog post, stop what you’re doing and read these writing tips for more clickable and shareable content.

It’s fairly easy to argue that the headline is more important than the article. It’s not always true, of course, but when most people only read about 50% of your content, drawing them in with a strong, attention-grabbing headline is a must.

It’s easy to leave the headline as an afterthought, but it’s what gets you noticed. Amid millions of articles, tips, advice and blog posts out there, you need to stand out and get in front of your audience in an interesting, unique and confronting way.

But the art of the headline is a difficult one to master, and it often takes even experienced writers years to understand how to construct one effectively. To help you in your quest for excellent content, we’ve got a few headline tips to get you started.

1. Keep the headline to 6 words

Your audience is lazy. They like to have loads of content available to them, but they can’t be bothered actually reading all of it. It’s reason the inverted pyramid exists in news writing, and why a former editor told me to “write as though you are targeting a bunch of fidgeting 12-year-olds, rather than educated adults”.

You want to draw people in as fast as possible, and a succinct headline is the best way to do that. Keeping it to six words isn’t a hard and fast rule (sometimes longer headlines can work in your favour, depending on the content and platform you are writing for) but it’s a decent guideline to make sure you don’t waffle on.

2. Tap into your audience’s insecurities

Don’t feel bad about this – the news media has been doing it for decades. For some reason, the human race responds better to negativity. I’m not sure whether it’s because we like being miserable or because we have a morbid fascination with things that are bad and wrong (or both.) All I know is that it works.

For example, these are taken from a mix of the BBC and CNN’s homepages this morning:

Hiring? Avoid the friend zone
Google doesn’t care about your alma mater
China’s growth set to be slowest since ‘09
The worst place on earth

Negative headlines work best (i.e. get more clicks) when they inform and alert. Think about how you can use words like “no”, “stop”, “can’t” and “without” in your headlines or sub-headlines for added impact.

3. Track keywords

Let’s all take a moment to praise the development of analytics!

With the ability to track and follow the traffic your articles are generating, it’s very easy nowadays to pinpoint (over time) the types of articles and headlines that work well for you, and the ones that don’t.

At a previous job, we worked out pretty quickly that our audience liked to read about money; headlines with the keywords “money”, “salary”, “cash” and “pay” got significantly more clickthroughs.

It highly depends on your audience. If you’re writing for parents and mothers, words like “baby” and “childcare” might be some of your top keywords, while for a restaurant words like “menu” or “food” could be gold.

4. Make sure the headline matches the article

It’s easy to get caught up in writing the most attention-grabbing headline, only to end up with something that is actually misleading and over-inflated.

If you’ve managed to pull someone in to click on your article, don’t send them running and rolling their eyes when they realise they’ve been duped by clickbait. I personally dislike it when an article claims to have 7 unbelievable ways to [insert promise here] – especially when the tips are actually quite believable. Useful? Yes. Unbelievable? No.

The same applies for “amazing” and “incredible”. Unless it really is amazing, try to be a bit more creative.

5. Use numbers

99 things to do in New Zealand works so much better than Ninety-nine things to do in New Zealand.

Using a number is easier on the eye, and it stands out from the rest of the sentence. As we’ve already established, people are lazy – they want to read the most interesting articles in the most efficient way possible. Numbers and lists will do this for them.

6. Use a trigger word

How to create a viral blog post
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The trigger words are a must for viral content. People read blogs not only to look for information, but to find answers to questions they didn’t even know they needed answers to.

Using the ‘how, what, when where, why’ method indicates immediately to a reader that they are likely to learn something by clicking on your post.

7. To question or not to question?

Struggling to get ahead at work?
Looking for your dream home?
Are you missing this vital ingredient in your PR strategy?

The question headline can be incredibly effective when targeted at the right audience you know are looking for answers. It can sometimes sound a bit advertorial, but the power of the question should not be undermined.

8. Create a formula that works for you

I once read a formula for the perfect headline which went something like:

Number/trigger word + interesting adjective + keyword = PERFECT HEADLINE

So, say you want to write about how to peel an orange (because, why wouldn’t you?) start by thinking about the formula. Instead of “How to peel an orange” you might end up with:

12 effortless ways to peel an orange

How to peel an orange in less than 30 seconds

or (in question form)

Is your orange peeling technique out of date?

It can often add an extra impact to include an assurance or guarantee in your headline. It could be to do with time (hence the “in less than 30 seconds” in this example) or something more substantial like, “How to peel an orange like a professional chef”.

Go forth and be viral! But if you need some help crafting, planning and putting a strategy around your content to drive business leads, feel free to get in touch with Rebecca at rebecca@mutant.com.sg

Mutant Communications Set to Expand with Backing from Industry Leader

Acclaimed entrepreneur Harry Dewhirst invests in the growing PR and content marketing agency, joining the board of directors as Non-Executive Chairman.

Mutant Communications has received investment from acclaimed entrepreneur and media executive Harry Dewhirst, who now takes stake in the company. The funding is set to propel the Singapore-based PR and content marketing agency’s expansion in 2015.

Mutant will expand its specialised public relations, content marketing and digital teams with the investment, to provide even more robust, quality services for current and potential clients. To kick-start its growth strategy, the agency appointed former Human Resources editor Rebecca Lewis as Account Director of its HR and recruitment practice.

Dewhirst’s investment sees him joining the board of directors as Non-Executive Chairman, where he will be involved in the company’s business strategy and growth plans.

“Mutant has been going from strength to strength since its launch, and has a proven track record of achieving real results for clients,” says Dewhirst. “I am impressed by its strong blend of industry expertise and talented approach to PR and content, which has set it up for impressive growth. It’s a privilege to be involved in the next chapter of Mutant.”

A successful entrepreneur and seasoned investor, Dewhirst co-founded advertising technology firms Amobee and RingRing Media. Amobee was acquired by Singtel for US$321 million in 2012. He is President of global big data and advertising technology firm, BlisMedia.

Moving ahead, Mutant is focused on expanding its three practices – HR and recruitment; luxury, lifestyle and events; and media and technology.

The company is planning to grow to a team of 20 this year and will expand its clientele in those specific industries. The agency specialises in building brand profiles for targeted audiences through media and online content campaigns, with a strong focus on developing brands as thought leaders in their fields.

“Harry’s investment places us in a fantastic position to expand our team of experts and offerings for specialised industries,” says Joseph Barratt, founder and Managing Director of Mutant Communications.

“Combining our PR and content expertise with a growing market position and Harry’s experience in developing global companies, Mutant is positioned for strong growth in the coming years.”

Mutant Communications specialises in highly-tailored public relations, content marketing and digital campaigns. Since its founding in 2012, the agency has experienced record growth and has developed a committed team of consultants who have helped establish an extensive portfolio of local and international clients. Its clients include Exhale, Monster.com, font talent, BlisMedia, Brilliant Basics, Singapore Yacht Show, Magners International Comedy Festival and New Zealand Trade and Enterprise.

Lee Kuan Yew: 12 quotes from Singapore’s most memorable leader

He didn’t mince his words, he didn’t hold back, and he wasn’t afraid to say what needed to be said. In all aspects, Singapore’s first Prime Minister was a leader who understood the power of getting the message right.

On this sad day of mourning, nothing is more apparent than the profound effect the late Mr Lee Kuan Yew had on this country and its people.

As a leader, a Prime Minister, a Singaporean, and a family man, here are some of the most memorable quotes from Singapore’s founding father.

1. “I have been accused of many things in my life, but not even my worst enemy has ever accused me of being afraid to speak my mind.”

2. “I was never a prisoner of any theory. What guided me were reason and reality. The acid test I applied to every theory or scheme was: Would it work? The acid test is in performance, not promises. It is not from weakness that one commands respect. As long as the leaders take care of their people, they will obey the leaders.”

3. “I have never been overconcerned or obsessed with opinion polls or popularity polls.I think a leader who is, is a weak leader. If you are concerned with whether your rating will go up or down, then you are not a leader. You are just catching the wind … you will go where the wind is blowing. And that’s not what I am in this for.”

4. “Between being loved and being feared, I have always believed Machiavelli was right. If nobody is afraid of me, I’m meaningless.”

5. “If I were not the Prime Minister, he [Lee Hsien Loong] could have become Prime Minister several years earlier. It is against my interest to allow any family member, who’s incapable, to be holding an important job because that would be a disaster for Singapore and my legacy. That cannot be allowed.

6. “What I fear is complacency. When things always become better, people tend to want more for less work.”

7. “Life is not just eating, drinking, television and cinema…The human mind must be creative, must be self-generating; it cannot depend on just gadgets to amuse itself.”

8. “Usually, I read biographies of interesting people. I am not attracted to novels – make-believe, or recreations of what people think life should be.”

9. “I don’t believe in love at first sight. I think it’s a grave mistake. You’re attracted by physical characteristics and you will regret it.”

10. “I’m not interested in changing either my suit or my car or whatever with every change in fashion. That’s irrelevant. I don’t judge myself or my friends by their fashions. Of course, I don’t approve of people who are sloppy and unnecessarily shabby or dishevelled… But I’m not impressed by a $5,000 or $10,000 Armani suit.”

11. “I do not yet know of a man who became a leader as a result of having undergone a leadership course.”

12. “I always tried to be correct, not politically correct.”

Image courtesy of Prime Minister Lee Hsien Loong’s Facebook page

Want to get in contact? Drop a message to hello@mutant.com.sg

Fashion faux pas: #BoycottDolceGabbana and the art of crisis management PR

It’s the latest scandal involving fashion, celebrities, babies and LGBT – which, in short, makes it media gold.

Over the past few days, we have seen the rapid response to Domenico Dolce and Stefano Gabbana’s (D&G) comments that in vitro fertilization (IVF) is “unnatural” and produces “synthetic children”.

The comments, made in an interview with Panorama magazine, have raised a furore among the press and the entertainment industry. Media commentary has lambasted their shortsightedness, while celebrities have initiated a boycott of the designer brand.

This boycott was led by no other than Elton John, thanks to a spat on Twitter, which generated the trending#BoycottDolceGabbana hashtag. It has since received support from a league of celebrities, including Madonna, Courtney Love and the Beckhams.

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It’s a dramatic turn of events, which provides an interesting and essential case study for some pointers in crisis management.

It’s not clear if there were broader motives behind D&G’s comments, but chances are they were off-the-cuff remarks made without the foresight to see how it would affect their brand identity.

From a PR perspective, there are numerous lessons you can learn about avoiding potential media nightmares – and how to react once the damage has been done.

There’s no such thing as “off the record”

It’s a game of trust. During interviews, you always have to be prepared before speaking with the media. One would have expected D&G to be aware of this after years in the spotlight, but goes to show that even media moguls can forget, and fall prey to the obvious rules.

Always err on the side of caution and be aware that anything you say can, and will, be held against you.

Don’t fight fire with fire

After Elton John led the boycott, D&G decided to go on the offense on Instagram with #boycotteltonjohn.

Although their efforts to make a point about free speech received considerable support from punters, their response was unnecessary. It is easy to forget the virality of social media, and these public spats only provide an opportunity to spawn more undesirable news.

A wise man once said, “An eye for an eye makes the world go blind”, and it is always good to be the bigger person, take a step back to assess the situation and see the best way to go about handling it with integrity.

Sorry seems to be the hardest word

If you do something that upsets millions of people, the right way to respond is to say sorry. A response carefully crafted to at least include the word “sorry” or “apology” isn’t difficult, and a quick turnaround can do wonders to backtrack on a flippant mistake.

Instead, D&G sat down for an interview with CNN, in which Dolce defended his comments and made it clear that they were his personal beliefs.

“It is impossible to change my culture for something different. It is me… I respect all the world, all the culture,” he said.

He went on to say he “loves the music of Elton John”, and that while his views were private, they could have definitely expressed their views better.

While D&G came across as very frank and honest in the interview, there was no apology. Sticking to your guns is one thing, but not acknowledging and expressing remorse at the damage their comments may have inflicted is an oversight.

Need help with your PR? Drop a message to hello@mutant.com.sg