What should we not use in library marketing

1. 30-Minute Tuesday:
Library Marketing Words
To Avoid
Jamie Matczak
Nicolet Federated Library System

2. Does this matter?
- Poor wording masks interesting content
- Turn people off or away
- Can encourage people to act

3. Every marketing piece
- What is it?
- What does it mean?
- Why should people care?

4. Today
1. Give an example
2. Channel where it shouldn’t be used
3. Why
4. Better Option

5. “Command” Phrases
- Join Us
- Be There
- Don’t forget
Anywhere Where?

6. Better Option
- Remember
- Be the First

7. Databases
- Study in 2011 by a librarian
- Students asked 6 questions
Anywhere
Where?

8. Better Option
- Articles
- Information

9. Interlibrary Loan
- Same study
- 12% understood “ILL”
Anywhere Where?

10. Better Option
- 66% of students preferred
“Find Materials Outside CSI”

11. Filler Words
Really
Pretty
Very
Kind of
Anywhere Where?

12. Better Option
- Leave them out

13. Free
- Free Program
- Free Webinar
- Free Event
Where? Email
Anywhere

14. Better Option
- Without cost
- No charge
- Complimentary

15. Leader/Leading
- Our library is a leader in…
- The South Point Library leads in...
Where?
Anywhere

16. Better Option
- Show, Don’t Tell

17. Contests/Promotions
Facebook
Posts
Where?

18. Better Option
- Events
- Win

19. All Acronyms/Initials
LSTA
WLA
OCLC
Press Release Where?

20. Better Option
- Spell it out

21. Long Links
http:www.
thislinkisreallylongandnooneisgoingtoreaditor
evenclickonitbecauseitissolooooong
Social Media &
Websites
Where?

22. Better Option
- Shortended link
- Hyperlink
<a href="URL">your text</a>

23. Too many links
Social Media &
Websites
Where?

24. Better Option
- Break this up

25. Vital
- This workshop is vital to…
- This vital program will…
- These vital steps will...
Is my life going to end if I don’t attend a library workshop?
Anywhere Where?

26. Better Option
- New
- Sale
- Now

27. Hashtags (#)
- Come to our #cool #library #event tomorrow
on how to make #wine at home.
Social Media Where?

28. Better Option
- Minimal hashtags
- Use at the end
#

29. Community/Communities
- Libraries build community
- Libraries transform communities
- Libraries are the heart of communities
Publicity Where?

30. Better Option
- Thank You
- Your/You
Sharpen your computer skills

31. Exclamation points
- Frankie the Juggler will be here on
Tuesday!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Anywhere Where?

32. Better Option
- Don’t use them
- Use periods
- Words convey tone

33. Report & Webinar
- Affect email openings
< 23 % - Report
< 16% - Webinar
Where? Email

34. Better Option
- Don’t use them
- “News”

35. Resources
http://www.verticalresponse.com/blog/20-powerful-marketing-words-phrases-that-sell-or-repel/
http://blog.wishpond.com/post/54522636516/the-5-most-common-facebook-post-mistakes
http://www.webpages.uidaho.edu/~mbolin/polger2.htm

36. Every marketing piece
- What is it?
- What does it mean?
- Why should people care?

37. Comments? Your Ideas?
Jamie Matczak
Nicolet Federated Library System
jmatczak@mail.nfls.lib.wi.us
Facebook, Twitter (travelingjamie)