Latest headlines: Lee Distad on redundancy, Anthony Coppedge on AV’s headlines sucking, plus news from CEDIA, James Loudspeaker and MSE Audio
July 29, 2019 | Volume: 16 | Issue: 14
When you go out into the field, do you take back-ups of your equipment? Do you set up the system in your shop before you go out to the jobsite to install it? Do you know how much an extra truck roll costs your company? Today Lee Distad talks about how just a bit of preparation, and redundancy, can save you a lot of headaches — and money — in the field.
Anthony Coppedge also has a message for all the marketers out there — your copy sucks. But don’t worry! He gives you some advice on how to make it better.
It’s beneficial to load a certain amount of redundancy into your truck when heading off to a job far from your office. Not heeding that advice can be costly. Not end-of-the-world costly, but an inconvenient waste of time and money.
After looking at the dozens of videos and hundreds of photos taken at these tradeshows and reviewing the video interviews with AV spokespeople, the patterns are almost universal: a laser-focus on the tremendous technology instead of the fantastic advantages for the end-user. How does this happen? Because engineers are incredible at developing a product, but are lousy marketers. Instead of presenting the value for end-users, the text descriptions and droning demos on the show floor regurgitate specs and technical minutiae. The result, unfortunately, is lackluster ads, product webpages, product PDFs and even social media promotions, which fail to deliver because they're either overhyped or underwhelming headlines.