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June 2023 The Contractor’s Advantage
HarrisonLawGroup.com (410) 832-0000 jwyatt@harrisonlawgroup.com
THE PRICE OF CONSTANT CONNECTION
and still enjoy a hike (or any other task) without worrying about missing an important call from my wife. Only certain notifications can come through the watch, so in a lot of ways, it acts as a filter for what I need to know and what’s just a distraction. However, I understand smartwatches aren’t for everyone, and using my watch isn’t the only thing I’ve been doing to limit my screen time. Here are a few other tricks I’ve used to help me disconnect. Put the phone down — realistically. If you try to Google “how to limit your screen time,” the first thing many sites tell you is, “Just put your phone down!” But this isn’t realistic for many people, especially if you have children or rely on your phone for work. What I do is leave my phone on the corner of my desk or in another room where I can’t reach it. Then, I allow myself to look at the phone after I complete certain tasks on my list or meet specific conditions I’ve set for myself. Make ‘no electronics’ promises. Again, it’s not realistic to completely eliminate your smartphone. That’s why I promise myself that no electronics will be allowed during certain hours of the day. In my house, that’s every Sunday morning, and the same rule applies to everyone, kids and all. When everyone wakes up, we spend time together reading, playing games, or just talking as a family. Since implementing these strategies, I’ve had less anxiety, better sleep, more focus, and the ability to simply enjoy the present moment without looking for what’s coming next. Life is full of discomfort, and the temptation to self-soothe with the feel-good brain Why You May Benefit From a Break
I read recently that June 7th is National VCR Day, and while I certainly reflect on growing up in the tape and record era, what it actually made me think of was the time I spent growing up without a cellphone or smartphone. When leaving the house meant being out of touch and having freedom without being shackled to constant notifications. Being connected at all times has become ubiquitous these days — it’s nearly impossible to escape. And while staying connected has its benefits, like maintaining friendships or having a method of communication with loved ones no matter where they are, it’s working against our body’s natural chemistry. There have been a few studies on the impact of technology and our dopamine habits, specifically how it warps them. Essentially, your brain rewards you with a dopamine hit every time you access your email, text messages, the news, or social media. This feels fantastic to your body at first, and you may even believe it’s making you happy or productive. Over time, however, you become dependent on those dopamine rewards and start checking your emails more often or spending hours on social media. Slowly and surely, your attention span whittles away. Sometimes, we can’t shut off the stimuli. At work, we must constantly check and react to a seemingly endless amount of inputs. If you take my computer screen, for example, I have an email, a time tracker software, my general Outlook inbox, a task list, and our team’s internal app open on my screen, all while having a phone call. But the issue is when this seeps into our personal lives,
and the constant connection to these inputs damages our relationships, focus, and ability to be productive humans. I’ve begun an initiative to combat this endless barrage of stimuli, all in an effort to be more present in my life. The idea came to fruition when I recently purchased a new Apple watch and consciously decided to connect it to my cell service. Now, I can leave my phone and all its apps behind
chemicals from electronic devices is understandable. But allowing yourself to take a break from the constant stream of stimuli will feel even better — I guarantee it.
-Jeremy Wyatt
jwyatt@harrisonlawgroup.com | HarrisonLawGroup.com | 1
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Improve the Impact of Your Email Marketing SUBJECT LINES MATTER
You spend valuable time and money on your email marketing, but your efforts will go to waste if your customers don’t open your messages. Your open rate is one of the most critical email metrics, and the single best way to improve yours is by writing compelling subject lines that make your customers want to click. So, how do you spark curiosity and stay out of the spam folder? A 2019 study by market research group Radicati found that the average person receives 96 emails daily, and your business is hardly the only one trying to convince them to buy something. Your customers will likely spend only seconds deciding whether to open your email, delete it, or report it as spam. You must capture their attention quickly and give them a reason to click. Writing the perfect subject line isn’t easy. What works for one industry or demographic may not work for another. But you should always try to follow three simple rules. No. 1: Keep it short. Email platforms will only display so many characters of your subject line before cutting it off. Therefore, a long subject line is inadvertently ensuring your message gets lost. Further, your customers quickly decide what they will open and discard. They’re more likely to delete your message if it seems confusing or complicated, so make it bite-size and easy to digest. Experts recommend you keep your subject lines to 60 characters or less. No. 2: Spark urgency. Customers are most likely to open an email within 24 hours of receiving it. After that, they will likely assume it’s irrelevant or forget about it. So, you want to use language that inspires them to read it immediately. At the same time, be careful of
overusing all-caps and exclamation points; these are hallmark signs of spam, and your customers could mistake it as such. Further, if every email announces itself as your customer’s “last chance,” you’ll lose trust, and people will tune out. No. 3: Be specific. Research indicates that people are more likely to open personalized subject lines. So, when possible, address your customers directly with their name or the word “you.” Further, teasing information is risky and can leave people unmotivated to open the email and learn more. Provide details like the specific product or service on sale or how many hours or days an offer will last. For example, more people will find “Only 48 hours left in our sale” compelling than “Our sale ends soon.”
Learning to craft effective headlines won’t happen overnight, so give yourself time and room to make mistakes. One of your best resources is A/B testing: You develop two subject lines, send them to different customers, and then compare their performance. You’ll find what drives your customers to click by monitoring your metrics and adapting your approach.
2 | (410) 832-0000 | jwyatt@harrisonlawgroup.com
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FROM ‘SHARK TANK’ REJECT TO STAR CEO HOW MELISSA BUTLER OVERCAME FAILURE
Melissa Butler, CEO of skin care and cosmetics company The Lip Bar, had her first brush with fame when she appeared on a 2015 episode of “Shark Tank.” But it was almost her last. The “sharks” not only didn’t like her idea — they mercilessly skewered it. Butler’s journey began in 2012 when she decided the beauty industry needed more diversity and natural ingredients. So, she started mixing her own lipstick shades in her kitchen. But when she presented her bold and beautiful creations on “Shark Tank,” the experts called them “clown makeup.” Kevin O’Leary, also known as “Mr. Wonderful,” was particularly harsh. He told her the cosmetics market was oversaturated and that she should quit while she could. Never one to shy away from a challenge, Butler did no such thing. She knew
Black women and other women of color wanted cosmetic options that better suited their skin tones and continued making her vegan, cruelty-free, and affordable lip products. Butler did not find success overnight, and it might have seemed the sharks had a point. But she began to make headway into retail outlets, and in 2022, The Lip Bar closed $6.7 million in seed funding. The company now has a flagship store in Detroit and sits on shelves in over 500 Walmart and 750 Target stores. Butler announced in early 2023 that The Lip Bar is now the largest Black-owned makeup brand on Target shelves. Former first lady Michelle Obama and actress Taraji P. Henson have both worn the company’s shades. As her company continues to expand and roll out new products, Butler doesn’t
shy away from her less-successful past — she actively celebrates it. The Lip Bar CEO regularly tells her story and even placed a billboard in her hometown of Detroit, noting how she beat the odds. It read: “‘Shark Tank’ told me to quit. 10 years and 2 million units sold. Thanks, Mr. Wonderful.” These days, even Mr. Wonderful is on board. In a 2022 interview, O’Leary admitted that he got it wrong. “They were facing an almost impossible task,” he said. “They pulled it off, so you gotta applaud them.” Impressed by how she beat the odds, MarthaStewart.com asked Butler last year what advice she had for other entrepreneurs. “Keep working towards your goals,” she responded. “Because your idea will never become reality if you don’t do it.”
HAVE A Laugh
THE ORIGINAL RAP BATTLES How Disses Became Poetry
Long before diss tracks, rap battles, and “yo mama” jokes, there was medieval “flyting.” Defined as quick exchanges of witty insults, these poetic slights were popular in England and Scotland from the 5th to 16th century. Flyting became entertainment for royals and was dubbed “court flyting.” While these jests are not well-documented, one flyting event made history. The iconic exchange occurred in the early 16th century between William Dunbar and Walter Kennedie. If you’re wondering what exactly these two “gentlemen” were saying, it would be difficult to quote without including expletives. However, one tame section can be shared here. Dunbar insulted Kennedie by saying: Maggoty mutton, gorged glutton, scurrilous certain heir to Hillhouse, Rank beggar, oyster-dredger, dismal debtor on the lawn, Lily-livered, soul-shivered, cheap as slivers in the millhouse, Bard baiter, thief of nature, false traitor, devil’s spawn.
Now that’s one sick burn!
jwyatt@harrisonlawgroup.com | HarrisonLawGroup.com | 3
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Jeremy Wyatt jwyatt@harrisonlawgroup.com HarrisonLawGroup.com (410) 832-0000
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Inside This Edition
1. 2.
Life Beyond the Screen
Why Your Email Marketing Subject Lines Matter
3.
The ‘Shark Tank’ Contestant Who Didn’t Give Up The Colorful History of Medieval Smack Talk Short-Form Video: More Than Just a Fad
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Short-Form Video Marketing Is Taking Over LIGHTS! CAMERA! SALES!
Any business incorporating the best marketing practices has been using videos to connect with its customers for years. But with the advent of TikTok and Instagram Reels, people want bite-sized clips to deliver information without fluff. Businesses looking to keep audiences engaged must begin incorporating short-form content into their marketing strategy.
Many people new to short-form video don’t know where to start, so it’s crucial to note that it’s about more than making briefer versions of your existing content. Encourage user-generated content from people using your product, show behind- the-scenes clips that might interest your audience, or quickly answer a frequently asked question. If you want to stay relevant, your marketing team should remain on top of the latest trends. We don’t recommend jumping on the bandwagon for every “challenge” that appears on your feed, but you should watch for trends that fit your brand and will resonate with your audience. Finally, remember that authenticity is the point. Short-form videos should be playful and spontaneous and talk directly to your audience. Users won’t connect and share if it looks like a TV commercial; they’ll see it as just another ad and keep scrolling.
Most experts define short-form video as lasting 60 seconds or less, and Influencer Marketing Hub reports that 73% of internet users prefer them to longer videos. Social media has conditioned people to enjoy brief content that quickly gets to the point, and TikTok purposely shows users video after video. The format is also taking over other platforms, and users find loosely scripted, on-the-fly content more relatable than meticulously produced videos. Fortunately, research indicates that short-form videos attract more engagement than static images. These are low-budget videos, so many marketers believe they have a higher return on investment (ROI) than traditional videos and are more likely to result in a viral hit. Best of all, the shorter the video, the more likely someone will watch until the end and absorb your entire message. But if your video doesn’t quickly grab a viewer’s attention, they know another potentially more interesting one will immediately follow. So, your videos should incorporate an instant hook to get users engaged. You might try a provocative question in the text over the video, an attention-grabbing song, or striking initial imagery.
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