My hiatus is about to come to an end. But before I return to serious social media-ing and bloggonating (Blogg O’Nating, by the way, is the worst leprechaun name ever), I thought I’d muse at you a little. Inspired by NASA.
Because seriously, this is beyond fantastic.
“But Steph,” you protest. “What does that disarmingly catchy parody have to do with my business? I’m not an astronaut!” You don’t have to be. You have content for days. Just gotta use what you’ve got.
What do I mean? Let me explain. People love behind-the-scenes glimpses. Why do you think so many DVD special features are, in essence, someone wandering around the set with a camera? We’re curious critters, and like to see the stuff that’s hidden from casual view. So what happens at your biz that most folks don’t get to see?
Maybe you have a kick ass server room that looks like something off the Enterprise. Maybe you have a bottling plant with large, impressive machines. A chopping thing that chops. A spinning thing that spins. An extruding thing that extrudes. Maybe some of your employees play softball or have a barbershop quartet or run vicious Magic: The Gathering card games in the break room. This stuff is yours, for free, and can be part of telling the story of your business.
So yeah, you don’t have rockets to include in a video. But anyone with a cell phone can put pictures on Facebook or Twitter.
And you’re not just anyone, cupcake. You’re awesome.
Philly’s favorite son John Wanamaker is one of the fathers of modern advertising. He was the first to buy a half-page newspaper ad, the first to buy a full-page newspaper ad, and — more near and dear to my heart as someone who thinks writing is an art, dammit — the first to hire a full time copywriter.
But maybe most famously, he’s the cat that said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.”
So here’s your task, my little tater tot. Let’s say your marketing budget gets slashed in half. Boom! 50% gone like Gone Girl. Pop quiz, hot shot. What do you do? What do you do?
Do you pull a stunt and try to go viral? Skywriting? Maybe a street campaign with clever flyers optimized for Instagram and reaching out to influencers on social media? Or do you whittle down and dig into data and try to figure out where each of your dollars really does the most good? Maybe both?
Why would I ask this?
Because you, buddy, should be considering how to blow past setbacks.
Wrap your brain around it. See what you get.
I know, pumpkin. I know. You don’t want to think about those big meanies. Or hey, maybe you work in one of those cool market segments where friendly competition is the norm, and you don’t need to dwell on those folks. But on the off chance you have competitors, and you want to make sure you’re meeting or exceeding their efforts, how do you do that voodoo you need to do so well?
I think it is time, padawan. I think you are ready. This is an elegant weapon for a more civilized age. This…is close reading. Continue reading
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Tagged advertising, an elegant weapon for a more civilized age, analysis, branding, close reading, communication, everything is a text, I.A. Armstrong, literary criticism, marketing, Star Wars makes everything better, storytelling
Have you done something different with your hair? It looks nice. Touchable. And that color really brings out your eyes. Here, let me top off your drink, darlin’. Time to talk about mood again.
Mood happens. Whether you are conscious of it or not. So it makes sense to be aware of it, mm? So you don’t, say, write a really chipper blog post about cremation, or melancholy web copy for a party planner. And we establish mood with setting, diction, and now tone.
Setting was pretty straightforward, diction a little less so, and tone is the most elusive. We’ve sort of been building up to the biggie.
“But Steph,” you say, because you are a smart little tomato, “Isn’t tone the same thing as mood?” Kinda. But no. But yeah. But not really. Continue reading
Posted in Uncategorized
Tagged advertising, communication, diction, Edgar Allen Poe, emotion, marketing, media, mood, narrative, Paul Little, persuasion, setting, smart little tomato, storytelling, The Raven, tone, writing
Why don’t you have another glass of wine, mm? I’ll light these candles. Because we’re all about mood again today, angel pants. Awwww yeah.
Last time we got together, we talked about the role played by setting in determining mood. In a way, setting is the easiest of these techniques to use — the most common sense. But today we’re talking diction, and that’s a bit trickier. Continue reading