J's Page

Originally established for times when I needed more than 140 characters to finish a thought on marketing or media.

Why I don’t blog much anymore

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I don’t blog much anymore because there aren’t enough hours in the day, and I’m neck-deep in this project.

And it’s just too much fun. Check it out and then sign up using your Facebook or Google+ account, and then upload and share your best original photos and videos. You can tell your own story — or contribute to one of USA TODAY’s stories. Your Take is only about a week old, so keep that in mind.  We’re not quite sure what this is going to be, but we really love how it’s starting to look and the people that we’re getting to know.

After you’ve signed up, be sure to check us out on FacebookTwitter, Instagram — and of course, our beautiful Tumblr.



How to not totally suck at email


Copyright 2013. Jacqui Barrineau.

You would think in 2013 that we as an evolved society wouldn’t have to have discussions about how to write an effective workplace email.

And you’d be wrong.

We get so many emails, IMs and other messages every day that we’re dying from technostress. “Technostress” is not a new term – it’s an old ailment. The theory is the more technology we humans are introduced to, the more we freak out. Perhaps not screaming-and-kicking freaking out, but as message after message pummels us, the stress builds and takes a toll on us mentally and physically. Crying when you get five IMs at EXACTLY the same time is a good example of this First-World problem.

Aw, c’mon, is it really that bad?

Well, think about how many messages we have to respond to in a day – and then think about how much information we have to process. In their 2009 study, UC-San Diego researchers Roger Bohn and James Short estimated in that 2008 that the average person consumes 100,500 words a day. 100,500 words. And that was in 2008. With the explosion of social media and mobile devices over the past five years, we have to wonder how many are we consuming in 2013?

The bad news is there seems to be no end in sight. Until society begins to place more value on calm, effective listening – and no, we have ZERO idea when that unicorn of a utopia will emerge – we’ll continue to suffer as we try to interpret and digest ineffective IMs and emails that fail to inform and only distract.

Ohmigod! I just realized I’m a terrible communicator! How can I change?

While the first step is admitting the problem — “My emails really suck!” — here are five tips to help you change your evil email ways:

  1.  Use the subject field! Indicate why this email is important. There is nothing helpful about no subject line or a subject line that says “Hi!” or “Tuesday.” Tell the reader what this is about, why they should care. Indicate the email’s purpose.
  2. Don’t write in huge chunks of texts. Your reader won’t have time to read it all. Think in bullets. Who, what, when, where, how. There’s a lot of power in brevity. We’re a nation of overstressed people who are skimmers – not careful readers. (If we were still careful readers, there wouldn’t be Twitter.)
  3. Find an effective email font. How about one that was created in the past 10-15 years? Sans serifs are good, but for the love of all that’s 21st century, stay away from Arial that’s larger than 11 points. The white space and lines blur together, making your huge chunks of type even more difficult to read.
  4. Don’t use email as a way to avoid someone. They’ll just find you anyway, and when they do, whatever conflict that’s between you two will only be worse.
  5. Think before you hit “forward” or “cc.”

Do you really need to tell us this?


An exchange that may seem boring and innocuous between two participants may be interpreted differently by a third. Furthermore, the person you’re communicating with may not want you to share their communication!

To: Manager McButterPants
From: Sad Gal Sally

Subject: Wednesday – doc appt

Hi McButterPants,

I just wanted to let you know that I have a doctor’s appointment on Wednesday for that small insect that has burrowed itself into my left leg and threatens to give me flesh-eating disease. I should be in before noon.


Sad Gal Sally

* * *


To: Sad Gal Sally
From: Manager McButterPants
cc: Loser in Cube 3772
Subject: Wednesday – doc appt

Hi Sad Gal,

That sounds fine. Good luck with that insect removal from your leg! Hope you don’t get flesh-eating disease!

Loser in Cube 3772: Sad Gal won’t be in until noon Wednesday. You can follow up on your sales meeting then. FYI.



These five tips may seem silly, but there is serious advice here: If we don’t become more mindful of our messages and how we craft them, we’re just screaming into the hurricane of information — and we will never be heard.

Just in time for Christmas: Brad Pitt — for Chanel

As I fight my way through the throngs of the holiday shoppers, I feel like someone is watching me — namely Brad Pitt, who looks oddly Jesus-like in his off-putting stand-alone signage for Chanel. The signs seemed to pop up around the time that his movie Killing Them Softly was released.

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For those of you who missed the flap in October and are wondering why you’re seeing Pitt and his baby blues hawking Chanel No. 5 all over the malls near you, it’s because he reportedly received $7 million dollars to become the new spokesman for the iconic perfume, a campaign kicked off in mid-October with a much-parodied commercial that tried to use sex and fantasy appeals but missed the mark, according to some critics and YouTube commenters. As viewers tried to digest and dissect the odd messages in the ad, they still remember the brand — the product — even if they have less-than-positive attitudes toward the spokesman. I have to admit that although I don’t like the black-and-white signage promotion the fragrance, I was still motivated to stop at the counter and reacquaint myself with No. 5. Did I buy? No. There wasn’t a conversion, but I still stopped and considered the product. (There I was — as the ad says.)

At the time of this writing, the “There You Are, Part I” spot, published on YouTube on Oct. 14, 2012, had 7,226,692 views, 13,049 likes and 6,572 dislikes.

RELATED: From March 2011 — Keira Knightley’s Coco Madamoiselle ad