Last year, we invited Doug Burdett to share the best marketing books of the year with us. We learned so much and his suggestions on marketing books to read were so helpful that we’ve invited him back to do it again.

Doug is the host of The Marketing Book Podcast, reading the top 52 marketing books every year and interviewing the authors. That means Doug is likely the best-read marketer around, and there’s no better guide when setting up your reading list for 2023.

The theme? Classics are classic for a reason.

Best overall marketing book of 2022

The New Rules of Marketing and PR, 8th edition
By David Meerman Scott

• Doug’s interview with David
• The book

Best book by a first time author

Using Behavioral Science and Marketing
By Nancy Harhut

• Doug’s interview with Nancy
• The book

Best books for making it through a recession

Selling Through Tough Times
By Paul Reilly

• Doug’s interview with Paul
• The book

Selling the Price Increase, by Jeb Blount
By Jeb Blount

• Doug’s interview with Jeb
• The book

Best new work by a returning author

What Customers Hate
By Nicholas Webb

• Doug’s interview with Nicholas
• The book

Best practical book that should serve as your marketing bible

Content Chemistry Vol. 6
By Andy Crestodina

• Doug’s interview with Andy
• The book

Best book for marketers who want to be better writers

Everybody Writes: Your New and Improved Guide to Creating Ridiculously Good Content
By Ann Handley

• Doug’s interview with Ann
• The book

The post 7 Marketing Books to Read in 2023 appeared first on Verblio.

Marketers say they want to produce more video, but it’s easier said than done.

On this episode, we talk with Hope Horner, CEO and founder of Lemonlight. Hope and Lemonlight are on the cutting edge of video marketing, having produced more than 15,000 videos for companies from Coca-Cola to local SMBs. She shared lessons gained from building those 15,000 videos, what most marketers are getting wrong with video, and predictions about the future of video marketing.

The rest of the conversation included Hope’s founder journey and what she’s learned from leading startups, so listen to the full conversation above or read on for the highlights.

You can also view clips from all our episodes on our show page.

???? Who is Hope Horner?

What she does: CEO and Founder of LemonLight

Find Hope on the web: Lemonlight | LinkedIn

Get smart: “Get really comfortable making content. Make it part of your conversations and your campaigns. Don’t be afraid of it. If you’re not using content yet, you will be at some point.”

???? Episode Highlights

Read verbatim excerpts from our interview with Hope Horner.

WHAT SHE LEARNED FROM HER FIRST STARTUP

“Don’t try to do everything at once. 

For example, my first company was Better You , and I wanted to create an on-demand app that serviced massage therapists, personal trainers, everyone in the fitness, beauty and wellness market. And it was just way too much at once.”

CO-FOUNDERS MAKE YOU BETTER

“I can’t imagine not having a co-founder. I have two.  There are  so many decisions that you make every day that are hard. There are occasionally decisions that are just impossible and to not have someone to talk those through,  I can’t imagine it. I have friends who are solo founders and I don’t know how they do it.

I feel like you can be your most raw self with your co-founders. At the end of the day, I feel like when you’re the CEO, you have to show up in a certain way, and it doesn’t matter how close you are with a team or what’s going on. There’s an expectation and a responsibility to show up in a certain way. It doesn’t mean you can’t be human or authentic or, or real or raw, but it’s different than the way that I can show up with my co-founders.”

WHAT DOES LEMONLIGHT DO?

“Lemonlight’s mission is to make video content creation easy for every brain on the planet. And we do that by connecting brands with really great creators throughout the entire video production process and by giving them the tools to move through it more efficiently than with a traditional production company.”

THE IMPORTANCE OF PROCESS IN VIDEO CONTENT CREATION

“Everything has to be process driven. With video production, there’s probably a hundred decisions. You have to make decisions about scripting, your voiceover actor, your actor that shows up on set, the color of their nails, 10,000 other things.

So the most important thing to do is to keep it as simple as possible for clients and be very process driven. Here’s the next step. Here’s what we recommend. What is your selection? Great next, next, next. It’s really easy to get decision paralysis and by helping lead them and guide them we’ve made 15,000 videos.

We’ve learned a lot from our experiences making videos, giving them our best suggestions and then helping take it step by step is the most important part.”

SHOULD YOU STAR IN YOUR OWN AD?

“It goes back and forth. We either think [the client] should and they don’t want to, or we think that maybe hiring talent would be the right fit and they want to be in the video! So we work with them. We try to coach them through whatever, ultimately that they think is best.”

WHAT CAN VIDEO ACCOMPLISH THAT OTHER CHANNELS CAN’T?

“Video’s gonna be the most effective way to grab someone’s attention. And I think it dates back to like early, early days where we used to sit around fires long before television existed. Moving light captures your attention and it creates a focus and a draw static images don’t create. I think that that’s, you know, been carried through the years.”

THE BIGGEST THING MOST MARKETERS GET WRONG WITH VIDEO

“They have a great idea, but they’re really too focused on their great idea and not the type of video or what they’re trying to accomplish. 

That will also manifest by trying to do one video for everywhere and everything all at once. That’s a conversation that we have to have a lot: what is your goal with this video? Then, does this accomplish it? And then, how do you actually use this video to accomplish your goal?

It’s not taking the same video and plastering it across all of the different mediums and channels and everywhere. You aren’t going to be that effective that way.”

HOW VIDEO MARKETING HAS CHANGED

“When we started, it was just on YouTube and, and websites, literally you could not upload a video to Facebook. You had to upload a YouTube link or add a YouTube link.  And now today they came out with a new video placement size, export requirements, all kinds of things every few weeks.

Video is literally everywhere. We make videos for billboards now. That definitely didn’t exist when we started. I remember very clearly  we used to say, “You need a video for your brand. Just like you need a website, you need a video for your brand.” Then we had a pivotal shift within our company. You no longer need a video for your brand, you need video content for your brand all the time.

Video isn’t something you build once, put on your website and you’re done. It needs to be in your advertising channels and through your sales funnels and your emails and on your social.”

WHAT’S NEXT IN VIDEO MARKETING

“I think the next winner is whoever can make video content as easy as possible and scalable as possible. 

I think polished content will still need to be created by brands, and I think there will probably be more personalization and more customization.

Right now we’re seeing more and more folks say “Create your own video using stock and editing tools.” Those didn’t really exist before, but I think the customizable aspects will become more accessible for people everywhere.”

????️ Hope Horner Quotes

“Talk about your competition. I think just being honest about what else is out there. I think it helps.”

“Being more  focused and more deliberate is important for any marketing leader.”

“Video marketing would be easier if it was still the way it used to be! [in 2015]”

“You can create the most entertaining video, but if no one knows who your brand is after they watch it, it doesn’t really help you.”

“At the end of the day, the goal of any video campaign is to convert more customers to your brand.”

???? Learn More

Hope recommends:

• El Matador Beach if you’re visiting LA.
• Beyoncé for a workout soundtrack.
• Frank Slootman’s Amp It Up as a must-read for all founders.

The post Lessons From 15,000 Marketing Videos with Hope Horner appeared first on Verblio.

First priority is going to be keeping our customers happy.

Provide as much value as you can to your customers during times of crisis and uncertainty. This is a key message from CEO of HubSpot Platinum agency Nextiny Marketing, and one he’s clearly passionate about and has put into action at Nextiny.

In this 10-minute video interview, Verblio CEO Steve Pockross digs into Gabriels ideas about how agencies can succeed in times of crisis and uncertainty through the ideas of service, being human,

Here are 10 principles Gabriel shared for agencies:

Prepare for some customers to leave. Your agency may very well lose some customers in the coming months in industries most affected, be prepared.

Shift the focus of your leadership from sales to customer happiness. Gabriel is shifting much of his time from growing his agency through sales to ensuring his customers are happy.

Get creative to ask: “what can I do to help?” The things your customers need may be different from the services your agency traditionally provides, get creative to meet your customers needs during this time—help them go remote, set up online ordering systems, and more.

Get lean, but continue to invest in education & software that helps your customers. Gabriel is looking for areas to tighten his budgets, including some that will happen naturally—travel budget has gone to zero—but he’s continuing to invest in educating his team and software that powers results for his customers.

Communicate with customers more than ever, but don’t sell—help. Customers need to hear from you now. Use video, be human, but don’t aggressively sell more to your customers, ask them how you can help instead.

Help today, and you will grow tomorrow. This has been true forever, not just during a time of crisis.

Evaluate, cut back, or consider pausing your marketing automation. This is not the time for automated messaging that may come across as tone-deaf right now, it’s the time for one to one, human outreach.

Be hyper-aware of the tone of your content. It’s worth one more check to make sure nothing you publish (or pieces that get lots of evergreen traffic) has phrasing that may come across wrong today.

Build for the long-term. It’s tempting to focus on news-driven content, but think about what is going to build your clients’ business for the long term, so they come out stronger. SEO, evergreen content, repurposing and revamping old content into new pillar pages will serve your clients well over the long-haul.

Who is your micro audience? Think about the 100-200 SMBs that are in your agency’s sphere of education—what can you help these businesses learn that’s going to benefit their business in the long-term?

Automatic monthly payments and taking your agency remote are great moves for cash flow. If you’ve been sticking with getting checks from your customers to avoid PayPal fees, now is the time to switch—you don’t want to be chasing down checks. And, now might be a good time to consider if your agency can operate remotely over the long haul.

The post 10 principles for agencies during uncertain times—Gabriel Marguglio appeared first on Verblio.

Drinking and driving is dangerous and illegal. The National Highway Transportation Safety Administration (NHTSA) reports that on a nationwide level, drunk driving has fallen over one-third in the last three decades. While this trend is promising, motorists that share the road are still at risk when some drivers make poor decisions.  In fact, more than 10,000 people die in the U.S. each year from alcohol-related traffic accidents, resulting in damages of more than $44 billion each year.

If you have sustained injuries because of a drunk driver, you might be entitled to compensation for the losses that are related to your injuries. We have extensive experience helping victims of all types of motor vehicle accidents, including those that involve drunk drivers, seek justice. With more than 85 years of combined experience, we can provide the skillful representation that your case needs and that your family deserves. While no amount of money will erase your suffering or injuries, our legal team can help you seek the compensation for your physical, financial, and emotional losses. Contact us for a free consultation to discuss the details of your case.

Our Results in Drunk Driving Accident Cases

The skilled legal team at The Offices of Bob Loblaw have extensive experience negotiating, settling, and litigating personal injury cases, including those that involve drunk driving accidents. Over the past decade, we have recovered millions in damages for our clients. Examples of past cases include a $750,000 for a motorist who suffered a traumatic brain injury after a drunk driver struck his vehicle, a $450,000 settlement for a passenger who sustained multiple fractures after a drunk driving accident, and a 2.3 million dollar settlement for the surviving family members of a victim who lost her life after weeks of being on life support machines as a result of drunk driver accident.

These are past examples and don’t guarantee results in a particular case. Each case has distinctive circumstances that differentiates it from others, but the experienced drunk driving attorneys at The Offices of Bob Loblaw will aggressively pursue the best possible outcome for your individual situation.

Effects of Alcohol on Driving

Some drunk drivers think they are okay to drive after consuming a certain amount alcohol; they don’t necessarily realize their level of intoxication. Others know they are past the point of driving safely, and get behind the wheel anyway. Drivers on the road and victims of drunk driving accidents should be aware of the specific effects that different levels of intoxication have on a driver. The NHTSA reports these effects at multiple levels of blood alcohol concentration as measured by a breathalyzer:

• BAC .02—Drivers have a hard time watching a moving target and performing more than one task at a time.
• BAC .05—Drivers lose some coordination, have difficulty steering, and cannot respond as quickly in an emergency situation.
• BAC .08—Drivers are not able to concentrate, they have short-term memory loss, difficulty controlling speed, impaired perception, and an overall reduction in the ability to process information.
• BAC .10—Drivers have difficulty remaining in their lane and braking at the right times..
• BAC .15—Drivers are substantially impaired when trying to process auditory and visual information and when trying to control the vehicle.

Because the legal drinking age is 21 in the United States, most states have strict laws for those who drink and drive and under 21. In some states, those under 21 might be issued a citation if they have a .02 BAC. In other states, those under 21 don’t have to meet a .02 threshold; a trace amount of alcohol might result in a citation. Commercial drivers must also adhere to stricter laws, even when driving a personal vehicle. Those who hold a commercial drivers’ license (CDL) cannot legally drive any vehicle with a BAC of .04 or higher.

Common Types of Drunk Driving Collisions

Although a drunk driver might have any kind of accident with their motor vehicle, including hitting a pedestrian or cyclist, crashing into private property and doing damage, some types of accidents are more common than others when colliding with another vehicle:d

Head-on Collisions

Once a drunk driver’s blood alcohol content reaches the level where he—men are three times more likely than women to drink and drive—has difficulty staying in the proper lane, the driver is more likely to swerve into oncoming traffic. Additionally, if one has been drinking for some time or after a long day at work, they are also tired. Mixing alcohol and drowsiness often results in drunk drivers falling asleep at the wheel, also causing head-on collisions.

Rear-end collisions

A driver who has been drinking has lost his ability to judge distance and cannot react quickly to vehicles in front of him. A drunk driver may collide with the car in front of him if they stop or slow down suddenly. Additionally, a drunk driver might misjudge how close he is to the car in front of him and assume he can safely stop or slow down.

Wrong-way collisions

Those who are driving under the influence of alcohol might have a difficult time reading and processing traffic signals and signs. This might result in the driver going the wrong way down a one-way street, a divided highway, or mixing up entrance and exit ramps on the interstate.  

Compensation for Injuries from Drunk Driving Accidents

The process of seeking compensation varies based on the state where an accident occurs. In tort liability states, the at-fault driver must pay damages after an accident. In no-fault states, each driver submits claims to their own insurance company to recover damages without regard to fault. In either case, filing a claim might suffice to cover damages when injuries are minor; however, insurance companies like to deny claims and generally do not offer full and fair compensation. 

After a drunk driving accident, you need to hire an experienced lawyer to represent you whether or not you initiate a lawsuit. Your attorney will guide you through the process and advise you when or if an insurance claim needs to be escalated to a personal injury lawsuit. In the event that you bring suit to the drunk driver that caused your accident and the court rules in your favor, you might be awarded compensatory and punitive damages. Most states only award punitive damages in rare and extreme situations that include egregious acts of gross negligence or intentional harm. Seeking damages in a civil court for a drunk driving accident most often result in the court awarding compensatory damages.

Each state has slightly different laws concerning what types of damages a victim may recover in a personal injury suit, but here are some common damages that you might be able to recover: 

• Medical expenses including ambulance rides, emergency services, hospitalization, doctor visits, radiology, surgery, and medication
• Future medical costs for accidents that result in permanent disability and require long-term care
• Lost wages for time away from work because of an injury
• Future lost wages, also referred to as lost earning capacity, when an injury results in a permanent disability that prohibits the victim from returning to work or forces them to find a different type of work that pays less
• Rehabilitation expenses including physical therapy and assistive devices such as prosthetic limbs, wheelchairs, canes, and other items that enhance accessibility
• Pain and suffering
• Loss of consortium
• Scarring and disfigurement when accidents are so severe that they cause burns, cuts, amputations, and any other injury that might leave scars

In the event that you have lost a child or another family member in a drunk driving accident, you will need an attorney to represent you in a wrongful death suit. Many of the same damages might be recovered in a wrongful death suit by surviving family members or a personal representative of the the estate of the deceased in addition to funeral and burial expenses.

Negligence and Defense Strategies for Drunk Driving Accidents

Insurance companies and other parties to the defense are not eager to pay claims or damages, so they will use a variety of tactics to shift the blame away from the drunk driver. Most states apply some sort of comparative negligence rule to personal injury cases, which means that any verdicts for the claimant are reduced if they are partially responsible for their own injuries.  For example, if you sue for $500,000 and the court finds you were 20% at fault for the accident and your injuries, they will reduce the award to $400,000 in a state that adheres to pure comparative negligence, sometimes referred to as comparative fault.

A few states have strict contributory negligence which prohibits plaintiffs from collecting damages if they are even the slightest bit responsible for their own injuries. The vast majority of states apply a modified comparative negligence rule with a 50 or 51 percent threshold. In personal injury cases, including those that involve drunk driving accidents, if the plaintiff is 50 or 51 percent responsible for their injuries, state law bars them from recovering damages.

Laws about proving negligence give the defense motivation to prove that the victim contributed to the accident and their injuries, so they can avoid some or all liability. Some common defense strategies include:

• Claiming that you caused the accident, not the driver, regardless of his blood alcohol concentration
• Claiming that you were driving under the influence too, or breaking another traffic regulation
• Claiming that your injuries and losses are not as severe or as much as you have reported
• Claiming that you were not injured in the accident, but were injured on a prior occasion
• Claiming that you have overvalued your non-economic damages

An experienced personal injury attorney will advocate for you and fight against attacks and counterclaims by the defense to get the best possible outcome for your individual circumstances.

Statutes of Limitations in Drunk Driving Accidents

Victims of drunk driving accidents have limited time to take legal action to recover damages after sustaining injuries. Statutes of limitations vary among states, but the most common range is from two to four years from the date of injury. Some states have additional laws that allow victims to extend the statute of limitations in special circumstances. Your attorney will advise you on which exceptions might apply to your situation. In the event that you have lost a loved one in a drunk driving accident, you typically have two years in most states to bring a suit against the impaired driver that caused the accident. Regardless of your situation, don’t let the window close without taking action. If you were injured or lost a loved one, you deserve compensation for your losses. Confirm the statute of limitations in your state with an experienced drunk driving accident lawyer.

Hire a Seasoned Drunk Driving Accident Lawyer

The experienced attorneys at The Offices of Bob Loblaw understand the difficult time that you and your family are going through if you have sustained injuries in a drunk driving accident. Although some accidents might result in minor injuries, drunk driving accidents sometimes result in severe and catastrophic injuries that take weeks, months, or even years for victims to recover, if they recover at all. In addition to guiding you through the legal process, we will investigate your accident, gather necessary documentation to support your case, enlist the help of our network of experts and specialists, and negotiate your settlement. When settlement is not an option, we are prepared to litigate your case so you can receive the full and fair compensation.

If you, your child, or another family member were injured or died because of a drunk driver, you deserve compensation for the losses related to your injury or the death of your loved one. Contact us today for a free consultation, so one of our skilled drunk driving accident lawyers can evaluate your case, determine your eligibility for compensation, and advise you on next steps for your situation. If you choose an attorney from The Offices of Bob Loblaw to represent you, we typically handle these cases on contingency and collect fees from any settlement or verdict that we secure for you.   

The post Promo Drunk Driving Practice Page appeared first on Verblio.

Our city is a choice destination for small businesses, corporate giants, and people who just want a great place to live, work and play. As with any growing metropolis, the influx of residents means heavier traffic and more accidents. When a crash occurs, motorcycle riders and their passengers often sustain fatal or catastrophic injuries with lifelong consequences. If a motorcycle defect causes an accident, it’s often left to the injured person or their family to figure it out and force the manufacturer to take responsibility. 

The most recent NHSTA Motorcycle Safety Facts report 5,286 motorcycle accident fatalities in a single year. These national statistics reveal that motorcyclists sustain fatal crash injuries at a rate 28 times that of private passenger vehicle occupants. NHSTA annual data also show that 88,000 motorcycles were injured in crashes. As with most crash analyses, the reports address accident details and causation but rarely discuss possible motorcycle defect connections.

Our attorneys realize that you might not know when a motorcycle defect caused your accident. While authorities concentrate on traditional accident causes, we understand that an effective investigation must consider all potential explanations. Motorcycle defect accident cases are a product/vehicle liability hybrid. Our attorneys understand the complex legal issues. We’re willing to make the diligent effort that’s necessary to make responsible parties pay. We’ve relied on our law firm’s resources and experience when we’ve investigated and evaluated our clients’ cases. We’ve done everything possible to get optimum results for our clients. 

Our Firm’s Case Results

As personal injury attorneys, we ensure that responsible parties hear our clients’ voices. We have used our firm’s investigative resources and analytical skills as we’ve prepared our clients’ cases for defendant and insurance company presentations. We have made every effort to negotiate our clients’ cases. When responsible parties won’t cooperate, we’ve had no problem presenting a case before a judge and jury.

Each case has unique injuries and circumstances. We can’t guarantee a specific outcome but our track record of successful settlements and verdicts demonstrates our commitment.

What Injuries Do Motorcycle Defect Accidents Cause?

NHTSA Motorcycle Traffic Safety Facts show that based on vehicle miles driven, motorcyclists were far more likely to die in an accident than other vehicle drivers. Motorcycles and their passengers are vulnerable because they don’t have the same protections as trucks and private passenger vehicles. As riders are usually thrown from their motorcycles, their injuries are often fatal or catastrophic   

• Spinal cord trauma and paralysis

• Traumatic brain injury

• Back and neck injuries

• Severe abrasions and contusions

• Dislocated and herniated discs

• Skull, facial, and multiple limb fractures

• Traumatic amputations

• Internal organ injuries

• Fatal injuries

Who Is Responsible When A Motorcycle Defect Causes an Accident?

Under product liability statutes, a motorcycle manufacturer is strictly liable for injuries caused by a defective motorcycle. Other entities often have a liability exposure as well. Helmets reduce injury severity, but motorcycle and helmet manufacturers must comply with FDOT/FMVSS safety standards for creating a safe product. Depending on the accident circumstances, other vehicle drivers often share liability for damages. 

• Motorcycle manufacturer – Manufacturers must meet Federal Motor Vehicle Safety Standards and comply with Early Warning defect reporting guidelines. Manufacturers are still strictly liable for injuries caused by their defective products 

• Seller or leasing company – A seller or lessor shares liability for a motorcycle defect if they knew the defect existed, altered the motorcycle, made a warranty or committed other acts or omissions. 

• Motorcycle Maintenance – When an independent service contractor maintains or repairs a motorcycle, they are legally responsible for their errors or omissions. 

• Other drivers – When a motorcycle/vehicle accident occurs, the NHTSA usually finds that the other driver violated the motorcycle driver’s right of way. Whether or not a defect is involved, vehicle drivers share responsibility for their negligent actions. 

• Helmet manufacturer – Motorcyclists wear helmets for protection against head injuries. Helmets must comply with DOT/FMVSS Standard #218 minimum helmet safety standards. Despite compliance, if a helmet defect contributes to an injury, the manufacturer is strictly liable. 

What Damages Can a Motorcycle Defect Injury Victim Recover?

Our attorneys work to recover economic and general damages for our clients. When evidence proves a defendant acted fraudulently or with malice or gross negligence, a judge or jury may also award exemplary or punitive damages.  

Economic damages are based on actual expenses incurred and calculated future expenses.  

• Current and future income losses

• Lost earning capacity

• Medical expenses

• Medication

• Prosthetics and mobility devices

• Physical and mental therapy

• Transportation costs

• Personal and household assistance 

• Funeral and final expenses

We evaluate our client’s general damages based on their personal expressions of how injuries and disabilities affect their life and lifestyle. General damages include a variety of factors.

• Pain and suffering

• Emotional distress

• Diminished spousal relationship

• Diminished interact with and care for family

• Loss of bodily functions

• Scars and disfigurement

What Defenses do Responsible Parties Assert?

When motorcycle manufacturers and other entities defend liability claims, they protect their reputations and deter future cases. Vehicle drivers often defend liability or damages issues. When our firm sues to recover our clients’ damages, defendants, insurers and their legal representatives rely on a variety of affirmative defenses. 

• No Negligence – When a driver’s insurance carrier denies liability, they often rely on a no negligence court defense. 

• Comparative Negligence – Defendant drivers assert a comparative negligence defense. In some instances, an injured person’s comparative negligence prevents them from recovering damages. In others, a jury or judge reduces the injured person’s damages by their negligence percentage. This defense does not apply to a motorcycle or helmet manufacturer.

• No Defect – Product manufacturers are often held strictly liable when a defective product design or manufacturing defect causes injury. The manufacturer is also liable if they didn’t warn of a known defect. Even after a recall becomes general knowledge, motorcycle manufacturers still defend their companies by denying a defect or malfunction. 

Call Our Law Offices 

If you sustained serious injuries or your loved one was killed in a motorcycle accident, we want to help you. Our firm has helped injured motorcyclists learn if a defect caused or contributed to their accidents. We’ve recovered millions in damages for our client’s injuries and we’d like to help you. When you call us or complete our online contact form, we’ll arrange a free consultation by phone or in person and determine if we can help you.

The post Motorcycle Accidents Practice Area Page appeared first on Verblio.

Many scenarios in day-to-day life might result in an accident that leads to injury—driving to work, grocery shopping, dining out, and much more. A severe injury brings physical pain, emotional stress, and financial difficulties to many victims and their families, but knowing that another’s carelessness or intent to harm caused an injury, adds a layer of frustration and anguish to the situation. If you or a loved one have suffered injury because of another party, the law entitles you to seek compensation for losses related to your injuries in civil court.

The personal injury attorneys at The Offices of Bob Loblaw have decades of experience in representing clients in a wide array of personal injury cases. We guide our clients through the complexities of their case and diligently pursue the best possible outcome for their individual situation. If you or a family member has been injured or you have lost a loved one, contact our office today to discuss your case and learn about the best path forward for you and your family.

Personal Injuries That Might Result in a Lawsuit

Many different types of injuries caused by another person, business, or government entity might cause you to seek compensation through the civil court process. Although we can handle all types of personal injury cases, the personal injury attorneys at The Offices of Bob Loblaw often represents clients who have experienced the following injuries:

• Traumatic brain injuries (TBI)
• Broken or fractured bones
• Back and neck injuries
• Spinal cord injuries including those that cause partial or permanent paralysis
• Electrocution injuries
• Burn Injuries
• Amputations
• Dog Bites
• Drowning
• Birth injuries
• Wrongful death

Types of Cases That We Handle

Many different scenarios might lead to an injuries that motivate a client to bring a lawsuit against another party to recover losses related to their injury. Here are some of the most common types of cases handled by the skilled legal team at The Offices of Bob Loblaw.

• Motor Vehicle Accidents. The Centers for Diseases Control and Prevention (CDC) estimates that for every one person who dies in a fatal car crash, eight people are hospitalized and 99 visit an emergency room; more than 32,000 people die across the U.S. each year from motor vehicle crashes. When motor vehicle accident injuries are severe, victims turn to a trusted attorney to seek compensation for the injuries. 
• Bicycle Accidents. The National Highway Transportation Safety Administration (NHTSA) reports that almost 1,000 people die in bicycle accidents with other motorists each year. Riding a bicycle is a rite of passage for young children and an activity that many enjoy throughout their years whether riding solo or with family. Yet, this popular way to spend leisure time carries risk when negligent motorists crash into bicyclists. 
• Pedestrian accidents. The CDC’s most recent data on pedestrian accidents reveals that more than 5,000 pedestrians are killed in traffic crashes each year in the United States and well over 125,000 pedestrians visit emergency departments for crash-related injuries. Walking for leisure or as a form of transportation is good exercise that has many benefits. Yet, it carries risk considering that pedestrians are more than one and half times likely than motor vehicle occupants to be killed in a crash each time they venture out on foot.
• Slips, Trips, and Falls. Unintentional falls that occur on another party’s property remain the most common premises liability cases. While many types of injuries might occur while shopping, dining, visiting a friend, etc., slips, trips, and falls most frequently lead to injury, hospitalization, and death. They are the number one cause of traumatic brain injuries (TBI) with elders having the most risk of an unintentional fall. When falls occur because a property owner didn’t warn visitors about hazards, or maintain safety, a court might hold them liable for damages.
• Medical Malpractice. Society holds doctors and other medical professionals in high esteem for curing and treating sickness and disease. When those professionals don’t live up to the legal obligations through negligence, acts of omission, or intentional harm, it devastates victims. At The Offices of Bob Loblaw, we help our clients hold accountable those who have committed medical malpractice. Examples include failure to diagnose patients or misdiagnosing patients, incorrect prescriptions, surgical errors, abuse, and much more.
• Nursing Home Neglect and Abuse. An aging population in the United States means that more elders reside in nursing homes and other elder care facilities. Unfortunately, one needs only to do a quick internet search to find anecdotal evidence of egregious negligence and abuse of elders in nursing homes. The elders that you love deserve dignity and respect; when their rights have been violated, we are here to help you stop the abuse and recover damages to pay for their transfer to pay for better care.
• Workplace Injuries. Thousands of workers suffer injuries on-the-job each year across the nation. An injured employee typically begins by filing a workers’ compensation claim to recover a portion of medical costs and lost income from missing work. Yet, insurance companies deny claims on technicalities, reduce benefits, down play injuries, and some employers don’t carry benefits. It’s always best to contact a personal injury attorney to guide you through the claims process and advise you if and when you should escalate to a personal injury lawsuit.
• Wrongful Death. When families lose a loved one because of another party’s reckless or negligent choices, the aftermath might include financial hardship in addition to the emotional grief that comes with losing a member of the family. Surviving family members have the legal right to seek compensation in civil court for economic and non-economic losses related to the death of their loved one.

Losses Incurred By Personal Injury Victims

Many accident victims walk away injury-free and return to their daily lives without having to go to the hospital or take legal action; when accidents lead to severe, life-altering injury or death, victims and their families face devastating economic and non-economic losses. When victims sue for damages they can seek compensation for the following losses: 

Medical Expenses

Most accident victims have some type of insurance, including Medicare and Medicaid, to cover medical expenses. Yet, severe injuries many times exhaust policy limits causing victims to accumulate thousands in costs for medical treatment. Common expenses include ambulance rides, emergency room visits, hospitalization, follow-up doctor visits, surgery, diagnostic services, prescription medications and more. When severe injuries require a long recovery time or lead to disability, victims may seek damages for future medical costs that might include long-term care, physical therapy, assistive devices like prosthetic limbs, wheelchairs, and canes, and continued counseling for cases of abuse. 

Lost wages

Many accident victims require days, weeks, or even months away from their job to heal from their injuries. Those who have labor-intensive professions may face work restrictions even after significant recovery. Victims may use up their vacation and sick time to bring in some income, but after a certain point, many victims must recover without pay, or reduced pay in the event of a workplace injury. Victims may claim lost wages as part of their lawsuit. In the event that a permanent disability prevents them from returning to their job or need to change professions, a victim may also claim the loss of future wages.

Non-economic losses

The non-economic losses that a victim may claim vary based on the state where the accident happened and where the lawsuit is filed. Some states limit certain types of non-economic losses or they might cap them at a certain amount. When a person sustains a serious injury, intangible losses cannot be measured by adding up medical bills, receipts or pay stubs. These losses include compensation for physical and emotional pain and suffering, disabilities such as loss of a limb, loss of quality of life, scarring, disfigurement, and more. Surviving family members in a wrongful death suit may also sue for non-economic losses in many states. 

Seeking Compensation for Your Injuries in Civil Court

When you hire a skilled personal injury attorney to seek compensation for your injuries in civil court, they will guide you down the path that has the best chance of a positive outcome for your individual situation. Here is a general outline of process that you will go through with your attorney, if you have sustained an injury because of another party’s negligence or willful intent to harm.

Case Review. When you contact a reputable and knowledgeable personal injury lawyer, they will review your case and determine your eligibility for compensation during a free consultation. You can share the specifics of your case and your lawyer will advise you on the best way forward for your circumstances. 

Investigation.  The Offices of Bob Lob law and other personal injury firms investigate the accident or event that injured their client, so they can see exactly what happened and gather any additional details that help build your case against the liable party. This might include interviewing potential witnesses, obtaining police reports and medical records, and reaching out to experts that can help determine liability, reconstruct accidents, and assess future medical expenses.

Determining Fair Compensation. When your lawyer files a suit on your behalf, he or she needs to place a monetary amount on economic and non-economic damages. Your lawyer will use your medical bills, recent pay stubs, and any other relevant documents to come up with that amount. This might also include contacting specialists who can value non-economic aspects of your injuries such as pain and suffering, loss of consortium, etc.

Filing an Insurance Claim. Insurance claims aren’t always part of a personal injury suit, but if you are involved in a motor vehicle accident, you can expect to deal with an insurance company. In no-fault states, you will need to file a claim under your own policy, in tort liability states, you can file a claim under the at fault driver’s policy. In other types of accidents, you might need to file a claim with a property owner’s insurance carrier. A skilled personal injury attorney can help with these preliminary steps, possibly recovering damages without bringing suit. 

Filing a Personal Injury Lawsuit.  When insurance companies or other liable parties don’t want to offer the full and fair compensation that you deserve for your injuries, you will need to escalate to a lawsuit.

Seeking compensation to recover damages in civil court includes legal complexities that only create stress for victims who aren’t experienced with the legal process. The attorneys at The Offices of Bob Loblaw navigate complex legal cases and aggressively advocate for you throughout the process. Regardless of the accident that you experienced or the injures that you have suffered, a trusted legal team remains necessary for your future. 

Comparative Negligence in Personal Injury Lawsuits

With a few exceptions, most personal injury lawsuits require a plaintiff to prove negligence for a verdict in their favor from a court. If a court determines the defendant was negligent, they apply a contributory or comparative negligence rule to the case. These rules rely on the notion that the victim might have contributed to the accident or their injuries. In pure comparative negligence, sometimes called comparative fault states, the court considers the extent to which a victim is at fault for their injuries and reduces the amount of the award accordingly. For example, if you sue for $1,000,000 after a car accident and the court finds you were 25 percent responsible because you were speeding, they will reduce the award to $750,000.

Most states employ a modified version of comparative negligence that has a 50 or 51 percent threshold. If the court finds that the plaintiff and defendant are equally responsible or the defendant is less than 50 percent at fault, the law prohibits the plaintiff from collecting damages. In the few states that have strict contributory negligence laws, plaintiffs are barred from recovering damages even if they are only one percent responsible for the accident or their injuries. 

A Seasoned Personal Injury Attorney Can Help You Today

If you or loved one has been injured or a family member lost their life because of the careless actions of another party, contact one of the experienced attorneys at The Offices of Bob Loblaw for a free consultation. A member of our skilled legal team will review your case and advise you on next steps for you and your family. 

The post General Personal Injury Practice Page appeared first on Verblio.

When it comes to home appliances, few play as central a role as the water heater. This humble machine must be able to provide on-demand hot water for a wide range of applications, from bathing, to cooking, to washing dishes. In addition, a water heater must be able to stand up to both high internal pressures and huge temperature swings.

A well-maintained water heater can easily withstand such forces for many years. Yet neglected water heaters may quickly fall into patterns of wear that can lead to premature failure. Fortunately, responsible water heater upkeep doesn’t require that much of a homeowner. This article takes a closer look at three common sources of water heater damage — as well as what you can do to prevent them.

Excessive Pressure

Most people would generally agree that higher water pressures are a good thing — especially in the shower. Unfortunately, excessive pressure levels can wreak havoc on a water heater. Such pressure greatly increases the amount of stress being placed on internal seams, making leaks and even catastrophic tank failures much more likely.

High pressure levels can also damage the internal valves used to regulate the flow of water into and out of your heater. Anode rods may also suffer undue stress and degradation if pressure levels rise too high. Simply put, excessive pressure greatly reduces the lifespan of a water heater, no matter how well it may seem to be working.

The majority of water tanks in use today can withstand maximum pressures up to 150 psi. That’s the pressure at which your tank’s pressure relief valve will automatically open up to prevent itself from blowing sky high. Yet don’t make the mistake of assuming that all pressures below 150 psi are fair game — they’re not.

To promote optimal longevity — and to prevent damage to your water heater, pipes, and plumbing fixtures — you should limit your pressure to 80 psi at the most. If your heater doesn’t have an in-built pressure monitor, you can purchase an inexpensive gauge at most home improvement stores and attach it to the outlet valve at the bottom of your tank.

Scale Buildup

Most people are familiar with the term hard water, even if they don’t entirely know what it means. Strictly speaking, hard water refers to water that contains more than 120 mg/L of dissolved minerals — mostly calcium and magnesium. The higher the mineral content of water, the more likely you are to suffer from scale.

Scale is a soft white sediment that often builds up around plumbing fixtures. It may also give your dishes a streaky, dull, or otherwise unclean appearance once dry. High mineral content can also reduce the effectiveness of your washing machine, making it harder for laundry detergent to develop the lather necessary to clean your clothes.

While annoying, such issues don’t pose any real threat to your home or appliances — with the major exception being your water heater. The high pressure, high temperature environment inside of a water heater causes scale to precipitate at a much greater rate. Even if your water is relatively soft, over time scale will build up at the bottom of your tank.

This layer of solid minerals creates problems in several ways. First of all, the scale acts as an unintended insulator. Instead of the heat from your tank’s heating coils passing up into the water, the scale absorbs and retains it. This reduces efficiency by increasing the length of time it takes your water heater to reach the desired temperature.  

Scale can also have a more destructive effect on your water heater. The heat absorbed by the sediment can overheat and weaken the bottom of your tank, making it more susceptible to damage and failure. For those with electric water heaters, scale may also cause the heating element to grow too hot and burn out, necessitating expensive repairs.

To prevent scale from driving up energy costs and damaging your heater, you must have your tank flushed periodically. During this process, an experienced plumber cools the tank, attaches a hose to the drain valve, and allows the water to flow out into a nearby drain, carrying much of the sediment with it. Often several flushes are needed to remove all of the scale.

Degraded Anode Rod

Without adequate protection, corrosion would soon compromise the structural integrity of a water heater. Eventually corrosion will chew right through a tank’s steel walls, leading to leaks, ruptures, and other highly serious problems. To protect against corrosion, all water heaters contain a component known as the anode rod.

Anode rods consist of a long steel core coated with so-called sacrificial metals — usually some combination of magnesium, aluminum, and/or zinc. As their name would suggest, these metals attract corrosive forces much more readily than the steel of your tank walls. In other words, corrosion will degrade the anode rod, while sparing the water heater itself.

Eventually, however, an anode rod will have suffered all of the corrosion it can bear. Once oxidizing agents have broken down all of the sacrificial metals, only the steel core will remain. Unless a new anode rod is installed, corrosion will once again renew its attack on your tank walls.

There’s no easy way to predict the lifespan of an anode rod, as the chemistry of your particular water supply will greatly effect how rapidly it breaks down. Generally speaking, soft water attacks anode rods much more aggressively than hard water. If you’re unsure how long your current anode rod has been in place, try checking your water heater’s warranty.

Heaters with warranties of six years tend to contain anode rods that will last approximately five years before needing to be replaced. Tanks with ten-year warranties, by contrast, generally have larger anode rods. Some such tanks may even contain multiple anode rods, which will buy you a few more years before needing to have them replaced.

If you have noticed that the water in your home has taken on a brownish hue, then your tank is likely experiencing detrimental corrosion. A fully consumed anode rod likely lies at the heart of the problem. Have a professional inspect — and, if necessary, replace — your anode rod as soon as possible.

The post Plumbing Sample Post: 3 Frequent Sources of Water Heater Damage appeared first on Verblio.

Ultimate has been a cornerstone of my life, for even longer than working at startups. Just as Ultimate is more than a sport, being part of a startup is more than a job. I’m not the first to notice, either—check out this NPR article about how Ultimate Frisbee is to Silicon Valley startups as golf is to corporate America. But I see even more key similarities, as well.

So, without further ado, here’s my top 8 list of ways that Ultimate Frisbee prepared me for joining the startup universe:

(Quick sidebar: If you don’t know what Ultimate Frisbee is, and you’re on the verge of asking me if it’s like Frisbee golf—please refrain. Instead, watch this highlights video from the co-ed Ultimate Championships from 2017, and be amazed. Or read the full history of ultimate written by my former teammate Adam Zagoria.)

via GIPHY

1. Be Hyper-Competitive, but Still Chill

Ultimate players want to win. Startup folks want to win. But both also value being laid back, thoughtful, and fair. How seriously can you take yourself when your sport was started by hippies throwing a pie tin around? Or when your industry was started by college dropouts in some Silicon Valley garage?

“The Spirit of the Game” is a quasi-religious founding tenet of Ultimate. We self-referee, we call fouls on each other and work it out on the field. This remains true, even at the highest competitive levels – there aren’t even referees in professional Ultimate (yeah, that’s a real thing). We give spirit prizes—to the player on a team who exhibits the best sportsmanship and to the most spirited team at a tournament (not always the most losing team). The national championship record books track the spirit winners alongside the conventional champions.

Link

Similarly, startups generally operate in new industries or between the lines of existing industries and are therefore mandated to “referee” themselves. This means there’s a lot of self-regulation that must occur for every startup—there’s rarely a conventional set of rules to follow.

What have startups and Ultimate both figured out? Playing with jerks just isn’t fun, even if they’re super talented and can help you win for a while. Teams choose who they want to play and work with. At Kellogg, a highly team-focused business school, we formed new teams with every class, every quarter. Great people gravitated together. There’s a healthy list of management gurus that stress the importance of ditching abrasive employees, even if they are engineering gods.

Ultimate and startups have both figured the importance of teamwork over self-promotion or a disharmonious competitive spirit.

2. Have an Anti-Authoritarian, Change-the-World Attitude

Both Ultimate (which became a sport in ‘68) and the startup world were founded with much of the anti-establishment, anti-authority spirit of the 1960’s. The spirit of Ultimate clearly came out of the egalitarian, revolutionary mindset of the ’60s.

And have you ever tracked the number of times people use the word “disrupt” or “revolutionize” at a startup conference (mocked most effectively in this episode of Silicon Valley)? Or remember this iconic Apple commercial where they free the mindless drones of 1984?

Yes, many of these sentiments are cheesy. Countless companies can plead guilty to self-delusions of saving the world through creating profits. But concepts like Google’s “Don’t Be Evil” abound in startups. And the contribution of tech leaders to philanthropy is impressive, even if it took a while to get there. In 2007, I had the pleasure of leading the creation of my startup’s foundation launch. It was championed by our CEO, who defined philanthropy as a core value of our company. We based our new foundation on Salesforce.com’s, and they were generous and eager to meet with us and share what they’d learned. Startup folks generally cherish a change-the-world spirit while still being groovy to each other. And in Ultimate, we’re even making efforts at world peace, as captured in this recent New York Times article).

3. Be Passionate, Obsessive, and Quasi-Social Cult-like

People get way into both Ultimate and startups. And once we’re in, we want others to be in too. “Drinking the Kool-Aid” is a popular expression in both cults. We want to evangelize anyone who wants to join for the first time and learn from those who have done it before. We’ve got passion. Once the game or workday is over, we want to hang out after and sip a few microbrews, or maybe kombuchas. The team that wins the tournament party (eg. shows the biggest presence on the dance floor and at the bar) receives substantial glory, but everyone’s efforts are honored.

The startup and Ultimate scenes are incredibly welcoming and social. I met most of my San Francisco friends in the ‘90’s playing pick-up games in Golden Gate Park. We then formed our own teams. Over time, we went to each others’ weddings and participated in other adult rites of passage. When I moved back to Denver, I knew I’d meet my next crew playing ultimate. Similarly, the Denver-Boulder startup scene also welcomed me back to Colorado (my home state) with countless generous tech leaders sharing guidance and introductions along the way.

Link

I’m still deeply connected to many of my colleagues from my first big startup, LiveOps. You live through so many rollercoasters that turn into startup-land that startups create closer personal connections than any other places I’ve worked. One day you’ve almost lost your funding and the next you land your first major client in a space you didn’t know existed three months ago. How cool is that? This means that most startup folks welcome new experiences with open arms and have an audacious tolerance for risk. It also means they’ll generally have pretty great stories and be the people I stay in touch with the most.

For those not into the scenes, both Ultimate and startups can be a bit much. We spend excessive amounts of time and focus with our passions that can take over the rest of our lives. My wife and her close friend started a club in the late-’90 are called POUT—Partners of Ultimate Tyrants—designated for significant others who couldn’t stand even one more discussion about hammers, dumps, and sweet bids. Partners of startup junkies are subjected to a similar battery of terms like MVPs, Agile, CACs, unicorns and vaporware. If you don’t know what these terms are and don’t want to, try to keep your partner out of both scenes, as marital discord can be a side effect of being a startup or ultimate junkie. Brad Feld, a lead venture capitalist, and startup guru, even wrote a book with his wife about managing relationships while working for startups.

Firetruck’s glorious league championship photo—Mile High Ultimate Winter League 2017 (look for me with the Starsky and Hutch tribute mustache).

4. Plays Well Together, and Success Depends on Awesome People at Every Level

People fluidly take on new roles in Ultimate within the game and within every team. In each point in ultimate, you will move from being a thrower (point guard) to a cutter (wide receiver) to scrapping to get back on defense. To quote an Inc article about tech leaders that play Ultimate, “it’s a fast game with a flat management structure where players must perform all tasks as necessary.”

I’ve now captained over 20 league teams and several competitive club teams, too. With each new team, we show up and balance playing where we feel the strongest with the areas that the team needs us the most. I’ve also lead 10+ teams for startups and it’s amazing how similar that approach can be.

Ultimate uniquely offers opportunities to play with a wider range of people than most sports. It’s the best co-ed sport possible. The matchups are more person-on-person than soccer, so if your women rock, your team will win. It also means that if your young, inexperienced players can win their matchups against the other team’s young’uns, you also win.

Startups survive on young, versatile A+ players who just figure stuff out and get amazing amounts done. Every great startup I’ve worked for, including my current company, has survived on a balance of wily vets and new all-stars figuring things out together. If your young all-star ops team can compete with the other guys, you get to invest a lot more with experienced marketing or dev leaders to effectively boost your startup’s growth.

Ultimate Frisbee team putting their thumbs around the disc before a cheer, which we do to start and finish each game, and each break in the game.

5. Celebrate and Cheer Whenever You Can

In most Ultimate leagues, at the end of the game, each team comes up with a unique cheer for the other team. The best cheers involve double entendre and/or Weird Al-esque remakes of classic rap songs. I wanted to include a sample cheer here, but most of them aren’t fit for public consumption. One of our standard Firetruck cheers is “What starts with F and ends with uck?!? Firetruck!” It revs our engine.

Celebrating is a tenet of startup culture too. When you’re moving a gazillion miles a minute, you have to remember every once in a while that you’re making crazy progress too. At a former startup, the engineering team made a unique cocktail every week in honor of some member of the team and created quirky, photoshopped posters of them for the weekly celebration. At Verblio (formerly BlogMutt), we celebrate each major milestone with tequila shots, VooDoo donuts, dog-office days, or in true Boulder fashion, by climbing mountains together.

6. Focus on Playing Well, not Taking Yourself Too Seriously

And now…for some of the less obvious overlaps. Earnest names are frowned upon in both Ultimate and startups. Great names should be ironic, creative, or just really fun to say. While this might seem like a goofy parallel, I think it expresses a value of focusing less on the status and taking ourselves too seriously.

I named a late ‘90’s club team Sassy Sassafras Lollipop Experience. It was a proud moment. We had a deep rivalry with the Feral Cows. Our San Francisco league had a season where each team was named after an NPR reporter. I believe Team Nina Totenberg beat Team Snighda Prakash that season, but it could’ve been the Neda Ulaby team too.

Startups are also famous for oddball names. We don’t have enough room here for that one. Yes, we are indeed called Verblio. (And we have a new fun name coming in October!) I think the commonality here is that we don’t want to take ourselves too seriously and that we want to create our own meaning.

As for dress styles, no one has ever commented on how well dressed a startup team is, and that could not be truer of Ultimate players either. Zuckerberg popularized wearing hoodies to work. I had to actively shop for a less formal wardrobe with more short sleeve shirts once I joined the Colorado tech scene, and now even wear shorts to work. Sacre bleu!

Ultimate consists of a particularly creatively dressed community. Here’s a picture of some of my friends at a recent costume tournament, which demonstrates the point quite well. I’m pretty sure they won the tournament party.

7. It Takes a Village, and Someone has to Step Up and Set Up

Unless someone builds the playground, no one gets to play in the sandbox. Somebody has to set up the fields, get us all together, and make sure stuff happens. Both Ultimate and startups rely on people willing to step forward and create the systems necessary to build community within each.

Every pickup game has a guy who shows up to put the cones on the field. Without that guy, the game would probably disappear. Without the league organizers and volunteer high-school (and now middle-school) Ultimate coaches, nothing happens.

Startups similarly rely on passionate people at all levels of the organization to pull us all together. Internally, there’s the one who makes sure the ping pong balls are replenished, and the Friday beers are local and cold.

As a startup community, we rely on more formal institutions too, like the startup investment community and organizations like Denver Startup Week, started by some local, passionate leaders who wanted to support the growth of our burgeoning scene.

8. There’s Always Next Season

Ultimate players and startup teams are ever-evolving and reinventing ourselves. I’m looking forward to the next season with both:

For my favorite Ultimate team, Firetruck!, we’re looking forward to our three-peat as champs in our fall league team and to writing some epic (albeit NSFW) cheers.

For my favorite startup, Verblio, we’ll be announcing our next evolution and some big news to come with it, too. There will be much competition, poor clothing choices, and celebration. And with it, a brand new startup cheer…

The post Everything You Want to Know About Startups, You Can Learn From Flying Discs appeared first on Verblio.

Help your client understand the importance of creating the right voice in a demonstrative post like this 1,860-word one, and show him that your agency is their best resource for custom-crafted content. And shhhh… you don’t have to let him know that Verblio (formerly BlogMutt) is yours. 

We asked Verblio writer Michelle H. to write this post because she’s got an instinct for adapting her writer’s voice to a broad spectrum of subjects. Her executive-level B2B customers swear she’s seasoned in their specific industries. Grief counselors, biohazard abatement companies, and other clients who require a compassionate and informative approach use her as their go-to copywriter.

People do business with those they know and trust. That’s why key account managers have expense accounts to wine and dine their customers, and why data mining helps advertisers zero in on their demographics using purchase history and social media activity.

Whether you’re a B2B or B2C business, you want to reach out to your markets on both an emotional and a pragmatic level, and you want your audience to feel confident in your brand’s ability to address their needs. Your online presence may be the first impression your company makes on your prospects.

Is your content voice barking up the wrong tree? It could be if your brand doesn’t have a consistent and distinct “voice” for your online brand identity, shaped to appeal to your ideal demographic.

Voice vs. Tone

Think of voice as an expression of your brand’s core personality. Blog posts, landing page content, and video scripts should appear to spring from the consciousness of a single character, whether that character is representing an individual, a small business, or a large corporation.

Tone is how your brand’s character articulates your message as appropriate to the topic at hand.

For example, an insurance broker might use a lighthearted approach when writing about his RV policies, but he’ll shift gears when he’s stressing the importance of supplemental critical illness insurance. Yet the content voice representing the agent remains consistent.

Modeling Your Character Profile

You don’t have to go through a harrowing life experience to develop character. What you do need to do is sit down, close your eyes, and visualize the personality you’d like to represent your brand’s persona as it “meets” your audience. After all, like we said, your digital communications are likely the first point of contact between your brand and your potential customers, and image is everything.

Let’s take a look at four types of voice, painted in broad strokes:

1. Authoritarian Elite

Certain industries maintain an austere, formal voice to convey respect, responsibility, and decorum. Imagine a silver-haired gentleman in a five thousand dollar custom suit. He’s providing an overview of recommended mutual funds. You, as the person sitting across the expansive wooden desk from this somewhat intimidating presence, might be a little bored and overwhelmed, but you trust that he’s been around the block and has forgotten more than you’ll ever know about investing.

He “speaks” with sophisticated words, and he rarely uses contractions. “We built the foundation upon which this nation’s prosperity flourished. We are rather fond of reminding everyone of our significance.” His firm’s website content is populated with dry, authoritative analyses of current market trends and predictions and with complicated bar graphs and pie charts.

If you can prove you are responsible, intelligent, and worthy, you may be in a position to deserve (or have earned) our esteemed services. This attitude works for those shopping for high-end luxury items, B2B executives, and other audiences who feel their choices bolster their own positions as authoritative figures.

Chances are, this fellow’s tone doesn’t waver much, and he wears suits whether he’s attending a board meeting or… wait. We can’t picture him doing anything but espousing his financial expertise unless he’s on the links at his Connecticut country club with a corporate client and one or two of his business partners.

Just as investment firms adapt to economic conditions and investing trends, they’re adjusting the way they appeal to their evolving markets… but still, their language and voice need to remain reserved.

2. The Insider’s Opinion

Have you ever had an industry “inside man”? Perhaps it was an old college buddy, an aunt, or a family friend. You’re about to make a major decision, and you don’t want to be fleeced, so you seek this trusted person’s advice. “Knowing what you know from that side of the desk, what would you do?” you ask.

Brands using this approach convey authority tempered with familiarity. You trust them to guide you through the task at hand with the same consideration they’d give their own dear mother.

I could charge you full price, but then your Aunt Cloe would make me sit at the kid’s table next Christmas. Ha ha! No, seriously. I’ve never been one to take advantage of a bad situation. Let me take a look at your car, and give you some pointers so you can avoid getting ripped off in the future.

This voice is intimate. It’s almost a one-on-one conversation capitalizing on the “I want to believe in the good of humanity” ideal. You might as well embed this soundtrack on your site.

This tactic has kept The Shane Co. in business for nearly five decades. Their tagline “Now you have a friend in the diamond business” is reflected in their online content voice, and many of us grew up hearing Tom Shane read his authentic-sounding ad copy in radio spots. We trust “Uncle Tom” and his family’s humble dynasty. After all, he’s taught us how to pick the best stones and how to get the best value. He’s told us how the big shots in the industry operate, and why he’s looking out for our best interests. Now that his son has taken up the torch, we’re more likely to assume Rordan Shane maintains the same values.

Of course, this isn’t necessarily an endorsement of the company, but it’s definitely a salute to their compelling brand voice.

3. Millennial Speak

Companies targeting this demographic should focus on easy-to-consume, responsive, “on the go” content created in an inclusive voice. (“Amiright?”) But watch out: they’re repelled by trite overtures, especially awkward attempts at millennial vernacular.

They value social consciousness, so occasional blog posts and company mission statements espousing outreach projects and sustainable practices go a long way.

Millennials respond well to a casual voice representing a slightly older, more experienced peer. Someone they’d hang out with at a wine bar, who are sharing their own experiences rather than “talking down” to them.

If you’re like us, we really think you’ll 100% like X. You’re part of our crew, right?

Keep things casual, and be subtle with your authoritative content voice. Feel free to use “we’re in this together, come with me!” language, using the first-person perspective to validate your audience’s pain points and offer a solution on which they can act as soon as possible. This approach works just as well with blog content as it does with product landing pages.

Here’s an example of content crafted to address the average millennial’s pain points:

You’ve purchased a pair of jeans from your favorite local shop, only to find out they’re made from unsustainable cotton and sewn by underpaid and exploited workers. 

We’d return them, too. Because like you, we care about how we source our products, and we’re committed to giving back. You can feel good about wearing our fair-trade Green Scene Jeans because for every ten pairs we sell, we donate one pair—or the equivalent retail value—to your choice of these organizations:

• Sad Panda Foundation
• Pantsless Refugee Outreach 
• Global Studies for Sustainable Agriculture

This week, we’re spotlighting Pantsless Refugee Outreach so you can see out how you’re helping us make a difference…

Millennial brand loyalty is fickle. Members of the largest generation are experience-oriented and easily turned off by companies they don’t trust. That trust is easily broken.

Contrary to the stereotype, millennials don’t have short attention spans. They’re wired to skim through content to identify the information they want. In response, your “character” shouldn’t be long-winded. Get to the point, be accurate, and be genuine.  Keep your headlines true to your content voice be sensational; this generation hates being tricked. Break up your content into subheaders, bullet-points, and text “call-outs” to avoid the “Too Long; Didn’t Read” (TL;DR) response that triggers your audience to move on to the next article.

On the other hand, “real life stories” help this demographic identify with your brand and envision the “what if” consequences of not heeding your call-to-action in content voice.

4. The Mainstream Appeal

If you’re trying to reach a general audience, your voice should more closely match that created for the Millennial segment. As with the Authoritarian Elite persona, you want a “follow the leader” attitude, but your mainstream audience is more concerned with value, convenience, and consistency than it is with novelty, luxury, or sustainability.

You should buy X, because it’s the best-selling—and best value—in its category. And because you think I’ve got my act together, and I’m a solid role model. Do as I suggest, and everything will be okay! This voice speaks from a more authoritative position than that addressing millennials but with the least sophisticated language.

This voice usually comes from a warm but socially or experientially elevated position. Take a look at Oprah Winfrey’s website content and the products she endorses. We all know that she can buy anything she wants, but thanks to her shopping tips, we feel we have a chance to emulate a certain lifestyle.

Humor and lightheartedness work well for broader audiences, as long as the jokes aren’t too esoteric. A shared laugh is a great bonding experience (hey, look! I get your joke!) and quirky, fun content makes your brand seem approachable and friendly.

Laying the Ground Rules for Content Continuity

You’ve got a business to run, so it’s up to your marketing team to help you outsource your content copywriting. Our agency collaborates with talented freelance writers with experience in your industry. We might match you with one or two writers, or cast a broader net to tap into a wider talent pool.

Once we’ve identified your market, created your voice, and lined up your content creators, how do we make sure your content voice remains on-brand?

Editorial guidelines provide copywriters with content examples, your company’s character profile, and your ideal customer’s demographic makeup. An editorial calendar allows you to assign blog topics that address your audience’s needs based on product launches, seasonal activities, shopping holidays, current affairs and other noteworthy triggers that will help your message resonate. Your editorial guidelines and editorial calendar are the frameworks for your content campaign’s continuity, no matter who’s creating your content voice.

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During the time following a family member’s death, emotions run high, grief takes hold, and time seems to stand still. The bereaved sometimes find it difficult to take the steps that are necessary following the loss of a loved one. The details and legal matters involved in the death and the emotional distress that comes with the aftermath are often monumental.

Selecting a funeral home is unquestionably one of the most crucial decisions for those who remain and is usually made based on the home’s proximity to the family, the recommendation of a trusted individual, or because it has served the family during the decedent’s lifetime.

Choosing a Funeral Home

Though it may seem somewhat insensitive, many families may have to decide on a burial that is within their financial means. When families are forced to choose a funeral home, services, types of burial, and monuments that are within their means, it is much less challenging to make these choices before the need for the funeral occurs, according to the Federal Trade Commission.

The FTC offers other suggestions for those deciding on the funeral plans:

• A funeral provider is required by law to show you a general price list (GPL). The file must include the cost of the services and the items the home offers. If the record does not cover the costs of coffins or other burial containers, the director must show you the prices before he or she shows you the items.
• Funeral directors must reveal the cost of all services and items on the telephone.
• Some funeral homes offer packages that include all that is necessary for the different types of burial arrangements. These packages can sometimes be less expensive than buying the individual items or services. “Package funerals” must also include an itemized price list.
• Local funeral homes, in many cases, are owned by national corporations. You have the right to ask if the location is locally-owned or not.

Planning Ahead

The most loving way to handle your funeral, writes Christine Colby for The New York Times, is to plan your funeral while you are still living. Doing so takes the burden off the ones you love.

Alexandra Kathryn Mosca of Hellenic Funeral Home in New York says:

Families can concentrate on the funeral without financial worries, and the person who made their own arrangements has made their last wishes known.

Every state has regulations and laws, so check locally to ensure your wishes are possible. Pre-need planning includes:

• Making choices between being buried, or being cremated
• Deciding on a religious funeral or a more uncomplicated memorial service
• Choosing the clothing and jewelry in which you are to be buried

How to Pay for a Funeral

You can lock-in prices if you purchase a “guaranteed plan.” “Non-guaranteed plans” do not freeze prices. Monthly payments in both cases are not paid to the funeral home, but to outside life insurance policies or trusts.

Joshua Slocum, executive director of the Funeral Consumers Alliance, added:

Only do it when Medicaid says you have to. There is no consumer benefit to locking your money up in an irrevocable account 25 years before you know whether you even need Medicaid.

Burial Alternatives

Environmentalists, those concerned with space constraints, and other modern individuals who watch the multitude of dilemmas of our world are pushing to explore new ways to “bury” others. In the future, men and women will be looking for funeral services that differ altogether from the traditional burial customs.

Stephanie Pappas of Live Science reports on some of these different choices, including:

Resomation

A funeral home in St. Petersburg, Florida, is offering this manner of cremation. The process is call resomation or “bio-cremation.”  The deceased has his or her tissues dissolved, not burned. The system uses heated water and potassium hydroxide to liquefy the body. The only part of the body that is left behind are the bones which are then cremated (burned) and given to the family.

This method is more environmentally sound than cremation, less energy-intensive, and sterile. Currently, the St. Petersburg funeral home is the only location in the nation offering this service.

Natural Burial

Mark Harris, author Grave Matters, A Journey through the Modern Funeral Industry to a Natural Way of Burial, says there are approximately 50 natural cemeteries in the US now, with many more in traditional cemeteries that have sections for natural graves. This procedure is a cost-effective and environmentally-conscious modern method of burial.

As Harris says:

You’re actually benefitting the environment. You’re allowing the body to rejoin the cycle of life.

Eternal Reefs

Individuals who want to nourish the environment after death are choosing cremation. Then, they have their ashes formed into a concrete and ash orb that is released into a coral reef. In places where reefs are diminishing, the eternal reefs orbs are restoring them, attracting fish and improving the underwater habitat.

Cryonics

This process freezes bodies in the hopes that, as medical science improves, they will be able to be revived. Cryonics is a costly procedure, however. Approximately two hundred people were in cryonics storage as of August 2011.

Other Opinions on Pre-Paying for a Funeral

Caitlyn Doughty and Amber Carvaly run a funeral home in Los Angeles, California, called Undertaking LA. They are set apart from other more traditional funeral homes in several ways:

• Offer simple, inexpensive cremations
• Support family members who wish to assist in preparing their loved one’s bodies
• Allow family to be present during the cremation process
• Arrange burials in natural, green cemeteries
• Are honest and transparent about fees

Caitlyn and Amber want to use their combined knowledge to guide families through a “kinder and more nourishing death experience.” These two women want to be an expert resource and an example of how simple a funeral process can be. They like for the families they serve to focus on self-care and “celebrating the life” of their loved ones.

Undertaking LA offers what they call “Pre-Arrangement”. This plan allows people to fill out any necessary paperwork now so that when death comes, the family and loved ones can concentrate on the service and self-care.

For more information about funerals, go to Funeral Consumers Alliance for advice on being fully prepared and protected when planning a funeral for yourself or a loved one.

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