Miley Cyrus’ (of Hannah Montana fame) kid sister and her parents allegedly signalled clear clothing line intent at a Halloween party last year when Noah appeared decked out in a black lace-up mini dress with matching PVC knee-high boots. Some heavy make-up and bright red lipstick complemented the outfit, leading to some commentators to coin the word ‘prostitot’ to describe her look. Remember, the kid is nine-years-old.

Far from being lauded as an entrepreneurial prodigy, Noah and her parents have become the latest lightning rods for those who blame marketing for the premature sexualisation of children, particularly young girls.

It would be all too easy to dismiss these pre-pubescent beauty queens as some sort of irrelevant Americana freak shows but that would belittle the considerable influence celebrities (manufactured or otherwise) have in marketing products. Time magazine last year named big sis Miley Cyrus among its 100 most influential people on the planet.

Targeting the tween influencers
Tweens have traditionally been classified as pre-teens from eight years up. These young ones have left Dora the Explorer behind and are starting to identify more with, gulp, Lindsay Lohan. No longer small children, tweens are starting to develop their own sense of identity and there is a lot of money to be made by tapping into their search for identity.

Children – particularly young girls – as young as six now seem to be fair game for marketing techniques focused on beauty, sexuality, relationships, and consumerism. Unlike many of their parents, tweens have never had to learn about computers and the Internet has always been here. Social networking is a natural part of their lives and a popular way for advertisers to reach them.

When it comes to viral marketing, some of the techniques employed by marketing experts to target tweens are nothing short of insidious. A Los Angeles firm GIA – short for Girls Intelligence Agency (www.girlgames.com) has registered up to 50,000 eight-year-old “secret agents” to influence their friends to buy certain products, such as mobile phones, clothes and beauty products. The girls who receive the products from GIA client companies are chosen for their persuasive personalities – alpha females or tween queens – whom their friends will want to be like.

“Her peers trust her opinion … We have to approve them. You know, important strategic business decisions are being made off of this eight-year-old and her friends, so we have to make sure she’s the right one,” said GIA CEO Laura Groppe, who estimates the global tween market is worth $335 billion.

The whole idea, Groppe says, is “seeding the market with these girls and their close crew of friends, and getting that information (about their preferences) back to the client and, at the same time, these girls are feeling it’s a privilege … to share this among their peers.”

This is a long way from a product endorsement by girl next door Hannah Montana, replete with baggy jeans and checked shirts.

Parent power vs. pester power
Marketing to tweens is a minefield and some executives seem hell-bent on self-destruction by ignoring the salient point that parent power will always triumph over pester power.

Wholesome Hannah is one thing, slutty Noah quite another. Regardless of who tweens want to emulate, parents of this age group will still have the final say when it comes to purchase. It is highly unlikely that little would-be Noahs’ will be strutting their stuff across Ireland. Even if they could afford the gear, tweens, unlike their elder teen siblings, cannot change in the car on the way to the party.

Parental concern for their children’s welfare will win every time. Marketing to tweens means keeping parents onside. Even Miley Cyrus is having trouble developing her post-Hannah career.

Look at the hordes of mostly early teen and tween girls who dragged their mothers to the sold-out Miley Cyrus concerts at the 02 last year.  Miley traded on her Hannah Montana persona to sell tickets but served up a raunchy set that had jaws dropping and media phone lines hopping as irate mothers vented their anger at the inappropriate nature of the performance.

As Hannah Montana, Miley Cyrus may have made the Time magazine list but it is the nature of Disney’s Hannah Montana character that is influential, not Miley herself.

Marketers should remember that tweens don’t hold the purse-strings. If they want to tap a lucrative tween audience, they will have to keep responsible adults happy too.

Margaret E. Ward is a journalist and managing director of Clear Ink, the clear English specialists. Her daughter is a tween.
www.clearink.ie

Writing and speaking are tools for communicating a message. That’s it. Yet so many things – jargon, legalese, academic-speak, overly formal or informal language, too many words, poor grammar and punctuation – get in the way of good communication.

Clear Ink helps financial services, legal, media, health and technology firms, multinationals, government bodies and semi-states sell their products and services to customers using clear English. Our services include:

• Marketing writing  — brochures, letters, reports, newsletters, websites and more
• Editorial content — articles, blogs and clear English guides on any subject
• Editing and  proofreading — all documents: we make your hard work shine
• Writing skills training courses — Business writing in clear English, Think like a journalist  (advanced), Social media marketing on a shoestring (Twitter, LinkedIn, Facebook, GoogleAds and blogs) and more.

To get you started on your clear English journey, here are our top writing tips:

PLAN (figure out who you are, who you’re talking to, what you want to say)
1. Think of the audience. Before you write, put yourself in your customers’ shoes. Who are they? What are they interested in? What do they want/ need from you? If you don’t write for the reader by giving them something they need then you’ve lost them… and all your hard work has been wasted.

2. Specify your purpose. Why are you writing? Be as specific as possible. A detailed objective will help you choose your marketing strategy and writing style.

3. Choose a tone of voice. Formal, academic-style business writing is old-fashioned. Think about how you talk to your customers in person. Replicate this conversational style in your writing. It’s a balancing act but try to keep it professional yet friendly.

WRITE (deliver the message)
4. Treat customers with respect. There’s nothing worse than getting a letter or brochure that’s confusing, talks down to you or scolds you. Always use language that is appropriate to both the reader and the subject matter.

5. Get rid of jargon. Although the words and phrases of your profession and firm are familiar to you, it’s unlikely that most readers know your industry’s jargon. Language should not be a secret society handshake or a code to decipher. Writing is about communicating a message, not trying to impress readers with big words.

6. Look for the story. As humans, we relate to stories. That’s how we all learn and absorb information. Marketing writing is storytelling. Take the reader from the beginning to the end. Don’t jump all over the place. Imagine them asking you “So, tell me about yourself. What do you do? What can your company do for me?”

7. Have a sense of humour. Don’t you like to laugh? Well, so do your readers. Serious is boring. Zzzzzzzz. Sometimes a little unexpected, but appropriate, humour leaves a great impression. It shows you are a confident and relaxed professional – with the human touch.

EDIT (be the reader)
8. Cut, cut, cut. Most of us tend to overwrite. We use 20 words when five will do. Only use what you need to relay your message. If you’re having trouble removing information just put yourself in the reader’s shoes – what do they absolutely need to know?

9. Review your audience and purpose. When you edit, you are looking through a reader’s eyes. Does your document answer the reader’s universal question “What’s in it for me?” How do the words make them feel about you and your business? Will they feel called to action by your words – will they pick up the phone, email or buy your product?

10. Think visually. Marketing documents are not just words on a page. They should be a roadmap of easily accessible information. Do you have strong subheadings, topic sentences and “signposts” for the reader? Is it as visually appealing as it could be? There’s nothing worse than block after block of text to put readers off. Add engaging photographs, tables, charts, graphs where possible. Beautifully written and structured documents are a gift to your potential customers and existing clients so make them sparkle.

Need a hand pulling your marketing plan together? Call Mags on 087 2070495 or email Margaret@clearink.ie (By the way, this is our call to action so please DO it now.)

Well, if President Obama’s opinions are anything to go by it’s not much.  Today he told an audience in downtown New York, where Lehman was  headquartered, that:

“Unfortunately, there are some in the financial industry who are misreading this moment. Instead of learning the lessons of Lehman and the crisis from which we are still recovering, they are choosing to ignore them,” he was quoted as saying in the Irish Times. “So I want them to hear my words: We will not go back to the days of reckless behaviour and unchecked excess at the heart of this crisis.”

Ah yes, reckless behaviour and unchecked excess. That would mean three things: the outrageous bonus structure, insufficient risk controls and lack of regulation.

Bonus bingo
Let’s start with the bonus structure. Even when I was there (working in marketing so not eligible for big money) it was normal for traders and sales people to have a relatively low base salary and a POTENTIAL bonus that was many, many multiples of that number.

For example, someone who made a 75k base salary knew that if they hit certain targets they could make up to 250k. Each year, the potential for larger bonuses multiplied. Year two it could be 350k or 500k or any “monopoly money” amount.

This was very, very seductive. As incomes rose, most people increased their spending so all those Wall Streeters have an addictive  lifestyle habit to support – private schools and ski holidays for the kids; big suburban houses, flash cars and servants for the spouse; exclusive golf club memberships, holiday homes and designer clothing, cigars and single malt Scotch for them. (Lots of my friends in New York live this lifestyle so I ain’t making it up!)

The point is that it became both very difficult for people to leave the industry - would you leave 500k sitting around for someone else to take? – and almost impossible to keep reaching the new targets. Plus, most of their friends worked at the same thing so the lifestyle – and the conflicts – seemed normal.

Playing risk roulette
When a shopkeeper runs out of things to sell, he needs to get some more. On Wall Street, they simply start to make new stuff up and call them derivatives. These financial instruments are bits of this and bits of that combined to create something new like: asset-backed securtites (See Sub-prime time or Abbatior of Debt story on this blog).

To feed the increasingly voracious market for derivatives, financial product designers went wild and created things that not even a nuclear physicist could decipher. It’s a bit like those mad outfits you see on the catwalk during London Fashion Week…entertaining and outlandish but with no tangible value in the real world.

Because these things were so darned complicated no one was able to assess their REAL risk.

Ropey regulation
Finally we come to the policemen, the gatekeepers, the regulators. They were duped but they were also incredibly lazy. If they did not understand how something was valued it was their JOB to keep asking questions. They failed us in so many ways. (See post on this blog: Toxic tips from D’Oh School of Economics)

So, if we have learned something from the collapse of Lehman Brothers we should see changes to the financial sector such as:
1. Total product transparency with clear description of risks
2. Abolition of bonus structures that reward unrealistic risk taking
3. Proper regulation of financial markets
4. Regulators who have the ability to understand – or demand explanations for – the products they are regulating

Don’t hold your breath!

Ireland needs a drastic shift in cultural attitudes – away from entitlement and towards personal responsibility. The arrogant aristocracy has made taxpayers as cheap as chips.

This article was originally published in The Irish Times, Business this week, Platform column on:
March 6, 2009

The cost of “keeping up with the Fitzpatricks”

Two years ago, I wrote that the nation was like a kid who had just received pocket money for the first time: “Imagine four million children with sweaty coins in their hands waiting for the newsagents to open and you’ll get the picture.”

Spending was a thrill but now, like a youngster who has blown it all on sweets, the public and private sector are dealing with the tummy ache and asking: “Why did I do it? I should have known better!”

The easy-credit culture benefited not only those creating wealth in the private sector – entrepreneurs, small-business owners, property developers and multinationals – but the public sector as well. The number of people employed in Government swelled and those at the top, our elected Government representatives, felt they also needed to be richly rewarded for serving the people.

Arrogant aristocracy

Government generosity to itself – with our money – has created an arrogant aristocracy. Some long-serving TDs have probably forgotten how to drive, use public transport, carry cash or arrange meetings. No wonder the current Government reeks of a “let them eat cake” sense of entitlement. We have allowed it.

They live very different lives from the rest of us. We already know that our Taoiseach and many top ministers receive salaries that are higher – and completely disproportionate when judged on population size – than most of their European and American counterparts. Pensions and perks, including government cars and mileage allowances for private cars, are also overly generous. It’s a nice number in hard times.

No matter what happens, these senior civil servants will be largely unaffected by the recession. Even if they lose their seats, they’ll keep their full pensions – unlike some of the workers at Waterford Crystal.

Chances are, our elected officials’ children will not be forced to emigrate in as large numbers as their contemporaries. In fact, junior Minister for Finance Martin Mansergh told BBC television (and me) last week that his daughter was going to Australia for the experience. She was not being forced to emigrate. Lucky woman!

Fianna Fáil’s attitude and communications strategy of “radio silence” have done little to help the populace understand the seriousness of the issues we face – or to prepare for the hard cuts that are to come. We are fighting for our economic survival and dismissing media commentators who ask hard questions for the benefit of the public as “populists” does not engender confidence. After all, populists are the opposite of elitists.

Taxpayers – cheap as chips

Thanks to our light-touch regulation, the spending habits of some of our native financiers were more elaborate than the Government’s.

We still don’t know why Seán Quinn quietly bought up a 25 per cent contract for difference (CFD) or placed a high-risk bet on the direction of the share price in Anglo Irish Bank. Was he in a power play for control of Anglo from Seán Fitzpatrick & Co, was he trying to help the bank or was he just a rich man gambling big money to become even wealthier? Either way, it now seems that the chips Quinn and Fitzpatrick were playing with had “taxpayer” written on them. We’re all footing the bill for their miscalculations.

Over the years, I have talked about “keeping up with the Fitzpatricks” when discussing reckless spending – this has now acquired a strange new meaning.

Cultural shift

Politicians and bankers are not the only ones infected with a sense of entitlement. Even ordinary people feel they are owed something. We all know that child benefit and medical cards for the over-70s should be means tested. But how many of us refuse the payment on the basis that, although it’s nice to get when the kids are small, we don’t really need the money?

Ireland needs a drastic shift in cultural attitudes – away from entitlement and towards responsibility. The only thing citizens are owed is a Government that leads well, helps the most vulnerable in society and uses tax revenues efficiently. Sadly, we can’t say that any of those things have been achieved by the current administration.

The Government is spending our money and we have a responsibility to ensure they use it transparently and wisely. We should introduce a “Government-waste whistleblowers” campaign or organisation. Anyone who sees waste by a Government department or body – and we already know there is lots of it – can report it without fear of repercussions. It’s time to target the wasters, wherever they are, and usher in an era of personal responsibility.

True leaders know they must make real changes within themselves, and their organisations, before they can ask others to sacrifice.

Margaret E. Ward is a journalist, small-business owner and blogger www.margaretward.ie

Our lovely interviewer Noel said we’d just have a nice discussion but
it quickly turned into a row. I suggested that the government’s
inaction was a dangerous decision and that it had far reaching
consequences. “Nero fiddled while Rome burned and so is this
government. ” Paraphrasing it I basically said this was
an emergency and that we were at war for our economic survial. It was
time for unity. The time for party politics is over. We all need to
come together, start talking to the social partners and make cuts
across the board. Why isn’t the Financial Regulator organisation in the dustbin? All senior bank management still not gone?

People are frightened – they’re losing their jobs, emigrating, huge
numbers of small businesses are failing with banks refusing to make
loans…They need some hope.” I asked him loads of questions and asked
him what they were doing about it. Why weren’t they asking for help
from the extraordinarily intelligent experts we have in this country?  Why weren’t they communicating a plan to the people?

He was furious and completely disagreed that people were losing their
jobs in large numbers and emigrating to find work. Some of this was cut from the programme including his statement that  ”My daughter is
going to Australia for the experience” She was not forced to emigrate.
(One of the lucky few, I imagine who can afford that kind of trip!)

I then pointed out that it was ridiculous that according to
Wednesday’s papers a bank (that we have now recapitalised) refused to
give a €3,000 loan to a business – with a substantial amount of cash
behind it – to save a dozen or more jobs. He implied that many of the
small businesses going out of business are not worth saving. (Wow!!!!!
The lifeblood of this country is not worth saving?). Check out the stats on insolvencyjournal.ie. Things are getting much,much worse but it’s not being reported.

Apparently, I was also a “populist” and he could not believe that the
Irish Times employed someone with views like mine! When did populism – listening to the people – become a dirty word in Fianna Fail?

I do not think Mr Mansergh – who is a highly intelligent person with
an excellent track record on the North – likes to be questioned about
anything. In my experience, he is an elitist who lives in a rarefied
world. He does not think citizens should have a voice or that
journalists have a right to ask hard questions and expect answers. He
also way out of his depth in finance and seems to have little
understanding of the economic issues we now face. Does this frighten
you? It sure as hell frightens me.. who is running the country?

At the end of the interview, he stormed off the set knocking over his
water saying he could not believe I worked for the Irish Times. For
more fun from this week’s experience see the post Students’ advice for the
government.

If you are not extremely angry about what is going on then you should be. Ireland will be bankrupt in about 12 months. We are burning through about €1 billion or so a week. Internationally, Ireland Inc. is viewed as corrupt country where cronyism is rife and that’s accurate. Are you happy with that reputation? I’m not. It’s embarrassing. We ALL have to inform ourselves about the FACTS and then take action – quickly.

Directors’ loans

1. How much did Seanie & co borrow? Who authorised it?

2. What did they use it for?

a.      Did they buy shares, debt or CFDs?

b.     Did they use money to manipulate the share price in some way?

c.     What were the terms of the loan? Was it secured?

d.     Did they deceive shareholders and potential investors?

e.      Was it fraud/ deception?

f.       Who knew? (Govt, regulator, board, big banker friends, stockbrokers, ISE)

Golden circle’s 10% deal
3. Who came up with the 10% deal? Who approached the Golden Circle?

a.      What professionals were involved in advising on the deal? (Ernst & Young, MOP)
b. How much did they earn?
c. Why did regulator take Anglo’s legal advice and not seek their own?

4. Who are they? If they are named will we given proof that they are really the ones involved?

a. What was in it for them?

b. What were the terms of the deal/ promises made?

c. Who knew about it?

e. Why hasn’t all the info been made public?

g.     Why wasn’t Anglo allowed to go bust?

h.     How instrumental were CFDs in bringing Anglo down? Irish developers? Irish property market?

Other banks
5. How many other financial institutions were involved in concealing Anglo’s activities? (Nationwide, IL&P, etc.)

a. Was the regulator involved? Did he know and look away?

National debt
6. How much money do we have? What do we owe? When will we run out of money?
7. How long will it take to pay off bank debts?

8. Are all the banks insolvent?
9. Is the government insolvent?

10. How many generations will it take to clear the debt?

11. Why is everyone afraid to tell the full truth?
12. Why did journalists ask the hard questions until the Opposition started to respond last week?
13. Is Europe tying the government’s hands?

14. Is there a conspiracy of silence designed to “protect” Ireland’s reputation (ha, ha!) among international investors?

15. Are we completely screwed?

Year 2010: Tumbleweed blows through the empty streets of the International Financial Services Centre. The once proud little place in the wild west of Europe is almost abandoned. A few nervous survivors squint through cracked glass at the young, fair-haired woman outside. She is wearing sandals and walking carefully through the bank statements and construction dust swirling around her.

“Hello. Is anyone there?” the tanned blonde shouts at the large buildings. A shrouded, emaciated figure scurries down the steps, grabs her hand and pulls her roughly inside.

“Shhh. You don’t want them to hear you,” says the old woman.

The girl is visibly shaken. “What happened here? Who are you? Who are they?”

“I am Cathleen and this is a damned place. You shouldn’t be here. Go now – while you can.”

“Wait. I’m so confused. My name is Sorcha. I used to work here, but I left for Australia in late 2008. That was only two years ago!”

Cathleen: “Much has changed. A great gang of bandits swept through the land. We were all robbed blind – in broad daylight – and the populace is very frightened and incredibly broke.”

Sorcha: “What about the sheriff and the governor? Why aren’t they doing anything about the outlaws?”

Cathleen: “The sheriff disappeared when things got tough and the governor …”

The old woman bares her teeth in a growl.

Sorcha: “Omigosh. Why did you make that horrible face?”

Cathleen: “He’s locked away in a big building in the city centre. They say he’s very unpredictable. One minute he’s singing Frank Sinatra’s My Way and the next he’s mumbling ‘what’ll we do, what’ll we do?’ in a small, trembling voice.

Sorcha: “There must be more of you than there are of them. Why don’t you all get together and do something about it?”

Cathleen: “Well, laws don’t apply to the white collar gang or the brown envelope brigade like they do for us citizens. Anytime we try to have a voice – on equality, democracy, consumer rights and government accountability – we are silenced. Besides, there’s no fight in us now. Personally, I have nothing left.” She stretches her arms wistfully around the room.

Sorcha: “Don’t tell me you live here? It’s an old bank branch, not an apartment!”

Cathleen: “The wealth was taken from me. My four beautiful overseas properties had to be put up for auction. My pension is gone.”

Sorcha: “Someone must be able to help. Where is everyone?”

She moves towards the door.

Cathleen: “Be careful; there is a hard wind outside.”

She looks into the distance, catching a memory. “The people needed a leader, but no one came.”

Sorcha: “There is always hope. America maybe?”

Cathleen: “No. They have problems of their own. Perhaps? Hmm. There was a legend told in 2009 about a mysterious stranger who would ride in from the Border to save the day.”

Sorcha: “Tell me more. Can I phone or e-mail this person?”

Cathleen: “Impossible. You’ll never get through. In desperation, we tried his favourite form of communication last week – a full-page newspaper ad. Here. We’re still waiting for a sign.”

Sorcha opens the folded page and reads it out loud “Wanted: Maverick gunslinger to eradicate citizens’ enemies.”

Cathleen: “They say he’s a businessman, a frontiersman and a cattle rancher. He wears the striped shirts and heeled boots that are the marks of his clan. Most Dublin people won’t even cross over into that cowboy’s county – Westmeath – for fear of getting the chop.”

Sorcha: “He sounds frightening.”

Cathleen: “Maybe so, but the myth says he’s also very efficient at eradicating waste and wasters. He makes quick, tough financial decisions and carries them through.”

Sorcha: “You make him sound like Superman. No one can fix everything overnight.

“Shouldn’t you all be taking responsibility for what the Government is doing, or not doing, with your money? You still pay taxes. It is your money after all.”

Cathleen: “We know nothing. We see nothing. We point fingers. We do nothing. We will be remembered for nothing. We are waiting . . . for something.”

Sorcha: “I’ll go then. May I have your shroud? It is cold out. I’ll go back to Oz while you wait for a gunslinger, any gunslinger, to answer the call.”

Sorcha walks out into the grey evening, her stooped shoulders giving her the walk of a defeated old woman.

Margaret E Ward is a journalist and managing director of Clear Ink