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<p>At last week’s Content Marketing Level-Up Lab, we discussed ways to
tell people about upcoming opportunities at libraries. That is, we went
around the room so that each person could talk about a specific piece
of marketing they were developing. Here are a few tips from that
discussion.</p>
<h2 id="marketinggoeswithprogramdevelopment">Marketing Goes with
Program Development</h2>
<p>Marketing is not something to leave until a program’s already put
together. A marketer asks questions like, “How will this help people?”
“What will they be able to do that they couldn’t do before?” These are
good selling points, but they’re also features a program should have.
Having a marketing mindset can help you develop programs that better
serve your patrons.</p>
<h2 id="yourpatronsaresmart">Your Patrons Are Smart</h2>
<p>3D printers get lots of press, but fairly few people have seen one
in action. So if you were going to have a 3D printing demonstration at
your library, you shouldn’t expect that people know how they work. Part
of your marketing should be to help <span style="font-weight: bold;">set
their expectations</span>: since 3D printers can take hours to print
one object, everyone can’t print an action figure to take home.</p>
<p>How should you explain this in your marketing? <strong
style="font-weight: bold;">Not</strong><span style="font-weight: bold;">
like you’re talking to an over-eager tween</span> who won’t stop asking
questions. He might be at that program, but thinking of him as you
write makes it easy to talk down to people. Think, instead, that you’re
writing to a college professor you really liked. She isn’t as informed
on this subject as you are, but when it comes down to it, she’s smarter
than you. Write to win over your best patrons, not your worst, and your
marketing messages will improve.</p>
<h2 id="goforquantity">Go For Quantity</h2>
<p>Start having marketing-related conversations more. Look for chances
to bring it up so you can practice. As with <a
href="http://blog.codinghorror.com/quantity-always-trumps-quality/">a
lot of other examples</a>, trying something a lot seems to be a more
productive way of learning than trying <em>really hard</em> just a
couple times. You’ll get the hang of it.</p>
<ul>
<li>Nathan Swartzendruber, SWON Technology Educator</li>
</ul>
<hr>
<h1 id="thelabgoesonline">The Lab Goes Online</h1>
<p>SWON’s <a
href="http://swonlibraries.site-ym.com/?page=level_up_labs">Level-Up
Labs</a> are a place to learn and practice, whether you’re looking to
improve or add new skills. Today we’re adding a new “Lab” section to our
website. It’s a place where we can talk about Level-Up Lab topics
outside of the in-person workshops.</p>
<p>Nathan will be on hand to field questions on HTML, marketing, email
management, Microsoft Publisher and more. Hopefully you’ll join in too
with questions and answers. You don’t have to have attended a Level-Up
Lab or even be a Supporting Member of SWON. Just <a
href="http://swonlibraries.org/?page=Register">register at our website</a>
and you’ll be ready to enter the Lab (under Special Interest Groups).
See you there!</p>
<hr><span style="font-family:
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arial,helvetica,sans-serif;">Connect to SWON online: <img
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<a href="http://www.swonlibraries.org/" title="Website" target="_blank"
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<p><span style="font-weight: bold;" data-mce-style="font-weight:
bold;">Calendar
excerpts from the next two weeks. (</span>Please register for online
classes at least two days before they take place.)</p>
<ul>
<li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=445547&group=">Angry
Customers: What to Do The Next Time They Want To Explode On You</a></strong>
- (7/31/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=459371&group=">Executive
Board Meeting</a></strong> - (8/1/2014) - SWON Meeting Room</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=437092&group=">Ethnic
Librarians & Staff (Special Interest Group) Meeting</a></strong> -
(8/1/2014) - UC Blue Ash Campus Library</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=454783&group=">Beyond
the Teen Advisory Board - How Teen Volunteers Can Work For You</a></strong>
- (8/5/2014) - Online</li><li><strong><a
href="https://swonlibraries.org/events/event_details.asp?id=466107&group=">Academics
(Special Interest Group) Meeting</a></strong> - (8/6/2014) - Panera
Bread in Crestview Hills, Kentucky</li><li><strong><a
href="http://swonlibraries.site-ym.com/events/event_details.asp?id=454590&group=">It’s
Not About Me! Handling Those Complaining Customers Without Taking It
Personally</a></strong> - (8/7/2014) - Online</li><li><strong><a
href="http://swonlibraries.site-ym.com/events/event_details.asp?id=454855&group=">Leadership
at Any Level: Build Your Skills Now for Tomorrow’s Opportunities</a></strong>
- (8/12/2014) - Online</li><li><strong><a
href="http://swonlibraries.site-ym.com/events/event_details.asp?id=455936&group=">Level-Up
Lab: Website Usability Testing on the Cheap</a></strong> - (8/12/2014) -
SWON Meeting Room</li>
</ul>
<span>SWON Libraries - <a href="http://www.swonlibraries.org"
target="_blank" data-mce-href="http://www.swonlibraries.org">http://www.swonlibraries.org</a></span><span><a
href="http://www.swonlibraries.org" target="_blank"
data-mce-href="http://www.swonlibraries.org"></a></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><span></span><div><div><span
style="font-size: small;" data-mce-style="font-size: small;">10250
Alliance Road, Suite 225<br> </span></div></div><div><span
style="font-size: small;" data-mce-style="font-size: small;">Blue Ash,
OH 45242<br>phone (513) 751-4422 - fax (513) 751-0463<br> To subscribe
or be removed from SWON's Events list, click here:<a
href="http://lists.swonlibraries.org/mailman/listinfo/events"
target="_blank"
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