Copywriting – Rachel Steinberg http://rachelsteinberg.agnesscott.org Producing Dynamic Content for the Digital Age Sat, 23 Mar 2019 14:53:43 +0000 en hourly 1 https://wordpress.org/?v=5.1.1 http://rachelsteinberg.agnesscott.org/wp-content/uploads/2018/09/cropped-logo-vector-32x32.jpg Copywriting – Rachel Steinberg http://rachelsteinberg.agnesscott.org 32 32 Moxie All Access Open House http://rachelsteinberg.agnesscott.org/blog/moxie-all-access-open-house/ http://rachelsteinberg.agnesscott.org/blog/moxie-all-access-open-house/#respond Wed, 02 Jan 2019 00:14:44 +0000 http://rachelsteinberg.agnesscott.org/?p=534 In October, I attended Moxie All Access, the Atlanta marketing agency’s open house. During the event, Moxie showcased their stunning Future X Lab and some of its recent innovations. I had a blast networking and learning more about the exciting … Continued

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In October, I attended Moxie All Access, the Atlanta marketing agency’s open house. During the event, Moxie showcased their stunning Future X Lab and some of its recent innovations. I had a blast networking and learning more about the exciting projects that Moxie is working on. Check out some of my observations and reflections below!

 

Experimentation is Vital

From the moment I stepped inside the open house, it was clear to me that Moxie prioritized innovation and experimentation. Each project was thrilling to behold, as both a consumer and a marketing professional. In some of the most impressive project showcases, it was clear that the innovation came before the application. It was obvious to participants that Moxie not only wasn’t afraid to experiment, but was also actively building innovation into their office culture. For me, seeing these really stunning projects really emphasized the value of both encouraging and budgeting for experimentation.  

Familiar Faces

During the course of the open house, I recognized, and interacted with many marketing professionals that I had met at other networking events like Atlanta Interactive Marketing Association (AIMA)’s Generation Z panel and American Marketing Association (AMA) Atlanta’s Emerging Martech Solutions panel. It was delightful to touch base with everyone again and to see some people in a different professional context. It felt fantastic to see my hard work networking produce results as these connections remembered me. 

Emerging Trends

Many of the trends and buzzwords of digital marketing that I’ve learned about at AMA Atlanta and AIMA events were central themes of Moxie’s open house. Virtual reality (VR), artificial intelligence (AI), and biometrics dominated the open house, and rightfully so, because these are some of the most up-and-coming technologies. it was exciting to see some of these technologies in action at a marketing agency after learning about them at panels and seminars. 

Interested in learning more? Reach out to me via email

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TLG Women in Leadership http://rachelsteinberg.agnesscott.org/blog/tlg-women-in-leadership/ http://rachelsteinberg.agnesscott.org/blog/tlg-women-in-leadership/#respond Fri, 07 Sep 2018 22:25:54 +0000 http://rachelsteinberg.agnesscott.org/?p=405 In September, I attended one of Turknett Leadership Group‘s Women in Leadership (WIL) Seminars with Agnes Scott College. The WIL Seminar series is a monthly small group forum that has met for over 16 years. The program features accomplished women speakers … Continued

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In September, I attended one of Turknett Leadership Group‘s Women in Leadership (WIL) Seminars with Agnes Scott College. The WIL Seminar series is a monthly small group forum that has met for over 16 years. The program features accomplished women speakers who share their leadership experiences through lectures. 

During the event,”How to Spur Creativity, Teamwork and Innovation in Your Organization,” speaker Lisa Fey,  led a series of interactive activities designed to build collaboration and problem-solving skills. Fey is the president of Lisa Fey Speaks LLC and a former Sales & Marketing Leader at The Coca-Cola Company.

Inspiration In Improv

In her talk and corresponding activities, Fey often drew upon improv theories. She explained this inspiration, arguing that improv simulates the conditions of the contemporary workplace. Most of the time, we do not have the luxury of a rehearsal in the workplace and instead must be adaptable. Fey  postulated that improv simulates this everyday time constraint and helps us become more creative thinkers in a crunch. Most importantly, she argues, improv teaches people how to listen and collaborate in group settings. Both the aforementioned pressure to generate creative solutions in a designated time and the pressure to perform collaboratively with a group become motifs in Fey’s talk that permeated each activity. 

Using "And" Instead of "But"

Participating in the "Yes---And" Activity

Activity Premise

I volunteered to participated in Fey’s first activity “Yes—And.” During this activity, the other three participants and I had to plan an imaginary event together. Each participant had to generate an idea in response to the idea of the person who spoke prior to them using “Yes—and” as a transition phrase. 

For example, someone might say: “Yes— And we should serve cupcakes at the party.” Then, the next person might say: “Yes— And they should be blue to match the theme.” The activity was fast paced, with each idea coming right after another.

Connections to Improv

The activity built upon the two themes of improv mentioned earlier: working under pressure and working collaboratively. The fast pace of the activity applied pressure for each participant to come up with the next line of the plan in front of a room full of people. Despite this constraint, each participant was able to generate creative, innovative ideas. Additionally, we all also had to work collaboratively to build off the idea that the previous person had said. In order to be successful, we had to listen well to understand the idea before adding to it. I observed first-hand how great communication starts with great listening. This activity illustrated both themes and how improv could help us function better in time crunches where we had to collaborate. 

Opening Dialogue

By using the phrase “Yes—And” in our group activity, we created space for possibility and set the stage for innovation. Using this affirming and open-ended phrase showed that there were no wrong answers and created momentum for generating more ideas. The activity made me realize that just as there are phrases that open dialogue, there are phrases to shut it down. One such example is “Yes—But.” Where “Yes—And” created space for innovation, “Yes—But” would have halted creativity. Phrases like “Yes—But” created a standard of censorship and begin to close off pathways for exploration. This activity emphasized the importance of the  language we use to brainstorm creative solutions. 

The Power of Positive Affirmation

Participating in the Positive Affirmation Activity

For the next activity, Fey asked for a a singular participant and I volunteered. After asking me to stand at the front of the room, she instructed the audience to join her in giving me a standing ovation. She asked me how it felt and I replied that it felt good. She used my response to illustrate how positive affirmation holds the power to value and motivate people. Fey argued that we must recognize supervisors, employees, and coworkers with this same positive affirmation in order to  give them the recognition they deserve. 

Receiving a Standing Ovation 

Application In My Work

Immediately after this event I started using the “Yes—And” linguistic strategy in my everyday work. I found that it was really effective in collaborative projects with coworkers and classmates, but more interestingly, it was also helpful to use with tutoring clients as well as self-reflexively. 

When I used the “Yes—And” technique with clients I helped tutees in the Center for Writing and Speaking to flesh out their ideas. By using “Yes—And” strategy, I was able to assist writers and presenters with building momentum in their brainstorming, which usually led them to produce a greater number of creative ideas. Additionally, this strategy helped me to assist writers and presenters in taking their ideas further by teaching them how to turn off their own internal editors. By using the “Yes—And” method I was able to help clients take generate new ideas and take their innovation further. 

Once I started applying this linguistic technique with tutees, I tried to apply it to how I thought about myself. I used it as a thought prompting tool for everything from generating new ideas for written content to  maintaining my creative momentum on long-term projects to turning off my own internal editor to overcome creative obstacles.  

Interested in learning more? Reach out to me via email

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Dahlonega.org Feature Stories http://rachelsteinberg.agnesscott.org/blog/dahlonega-org-feature-stories/ http://rachelsteinberg.agnesscott.org/blog/dahlonega-org-feature-stories/#respond Mon, 30 Jul 2018 05:08:03 +0000 http://rachelsteinberg.agnesscott.org/?p=341 Check out my 12 feature stories for the Dahlonega-Lumpkin Chamber of Commerce and Visitors Bureau 7 Things to Remember When Picking a Venue Canoeing or Kayaking: Which is Right For You? 5 Things to Bring For Your 4th of July … Continued

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5 Things You Should Know About Retargeting http://rachelsteinberg.agnesscott.org/blog/5-things-you-should-know-about-retargeting/ http://rachelsteinberg.agnesscott.org/blog/5-things-you-should-know-about-retargeting/#respond Sat, 30 Jun 2018 21:25:44 +0000 http://rachelsteinberg.agnesscott.org/?p=351 It seems like everyone’s digital campaign includes retargeting now, but what even is it? Check out our top five things you need to know about retargeting below so you can be a digital media pro!

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It seems like everyone’s digital campaign includes retargeting now, but what is it? 

Doing some online shopping but get interrupted or decide not to purchase? 

A few days later you see an ad from the same site—and now there’s a promotion. 

That’s retargeting at work. 

Check out my top five things you need to know about retargeting below so you can be a digital media pro.

1. Its goal is to create conversions.

What’s a conversion anyway? 

Simply put, a conversion is when your target audience does what you want them to do. For example, for an online retailer, the conversion happens when the customer makes a purchase. As marketers, conversions are what we strive for. 

Retargeting’s role in conversions is to help catch those customers who never made that conversion. In the case of our online retailer, these might be customers who looked at a product like a pair of jeans, but closed out of their web browser before purchasing.  

 

2. It all goes back to cookies.

Here’s how retargeting works: 

First, you place a cookie on someone someone who visits your website. Then, when they’re surfing the Internet, the cookie tells the retargeting provider when to show your near-miss customer an ad. This takes your brand and places it front and center for the customers that might have otherwise been lost. 

 

3. It relies on coding.

As mentioned above, retargeting relies on cookies. A cookie is a small piece of coding on your website that tags your customer. It’s unnoticeable to people who visit your website and it won’t affect performance. Consequently, retargeting is an easy strategy that you can implement to pack a big punch. 

4. It targets an invested audience.

Retargeting is so effective because it targets consumers who are already invested in your brand. It’s not usually not meant to draw in new customers, but rather folks who care about your brand already and just need another push to make that conversion. 

5. It's just one piece of a campaign.

Retargeting is a simple, powerful, and effective tool for your brand, but it’s just one tool in your digital marketing toolbox. Retargeting is most effective when you use it as part of your comprehensive campaign. 

Interested in learning more? Reach out to me via email

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