How to get your PBR and Budget day messages noticed, remembered and talked about.
On the 10 December we were emailed lots pdf files containing PBR summaries. Very worthy, but also very dull. As a result, none of them got more than a quick glance. Then we received one that we gave our undivided attention to. Why? Because it was so very different and so very good.
During the PBR speech Andy Scott, tax partner at Reading based K&H, used Twitter to give his clients a live commentary. And he then spent the evening in a recording studio producing an extremely professional 5 minute podcast. It was the email linking to this podcast that got our undivided attention. You can download the podcast, or listen to it online, in Andrew’s blog section of www.kandh.co.uk.
When you do you’ll see that the format is a carefully thought through interview in which one of Andrew’s clients asks him to explain the key implications of the PBR in plain English. As Andrew says “By embracing podcasts and using Twitter we can provide our clients with tax advice as it happens. It brings our service into the 21st Century. It is hard work but really interesting. I could not of have produced it without the help of Julian Sharples of S Group but I am really proud of the results. It also gives us a base to improve and refine.”
The key learning points from Andy’s story are these:
- Paper based Budget and PBR summaries don’t make much of an impression – especially on banks and others who receive several of them
- Audio recordings are much more likely to be noticed, listened to in full, talked about and remembered – but make them short, ie no more than 5 minutes, in plain English and use at least two different voices for variety (the interview style of Andy’s achieves this very nicely)
- You can record high quality digital audio straight on to your PC, edit it in minutes, and have almost studio quality sound at very little cost
- Your website should give people the choice of listening to the podcast online, or downloading it to their mp3 player for listening to later, since many people prefer to listen in the down time they have whilst travelling
- Drive people to the recording on your website by sending everyone in your address book an email linking to it
- Twitter is a great tool for giving a live commentary on Budget speeches
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