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Ten Things SmartWorkMedia Has Found To Be True 1. Don’t try to create magazines for business people. Instead, create magazines for people – people who just happen to run a specific type of business. In our story choice, in our writing style, in our packaging, always serve the human being first. Then take care of the business person after. 2. Our editorial golden rule: Every sentence/paragraph/story we write should be able to result in an action. If that’s impossible, then every sentence/paragraph/story should contain useful knowledge. And if that’s impossible, every sentence/paragraph/story should at least be entertaining. 3. For a business owner, solving a weakness of one single employee will have a bigger direct impact on their bottom line than the typical monthly activities of all the associations and all the committees in that particular industry. 4. Every business has stars, and for a retailer striving for success, the biggest stars are retailers who have already been successful. Giving those retailers “the star treatment” through special story formats and packaging is the best possible reward for them, and the biggest possible inspiration to those who want to be like them. 5. The biggest risk a business magazine can take is taking no risks. A publication that’s afraid to take chances is a publication that, eventually, people will get bored with. 6. Strong packaging and presentation is every bit as important as strong writing and reporting. Not more important, but not less important. Varying story formats and establishing a rhythm with your materials is the best way to keep readers reading page after page. 7. To create great business magazines, you have to have talented staff. And to keep talented staff, you have to give them interesting work. 8. Business magazines don’t have to be boring. The best way to keep readers’ attention is to speak to them directly ... and even crack a joke once in a while. 9. The greatest service that a publication can provide an advertiser is to have readers who read, value and trust that publication. 10. The greatest compliment a reader can give a magazine is to read every page. The second greatest compliment a reader can give a magazine is to keep it in the bathroom. The third greatest compliment a reader can give a magazine is to send nasty, desperate letters to our circulation department when it doesn’t arrive. |
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